Is Lawyers.com Advertising Worth the Money?

l-The-Gorilla-Thinkin-bout-lawyers-dot-comLawyers.com ranks well for many of our client’s target keywords, so naturally we wanted to understand its efficacy as a barnacle SEO site.

Below, we’ve broken down the results of one of our client’s advertising on Lawyers.com, in an attempt to answer the question: “Is Lawyers.com Advertising Worth the Money?”.

Keep in mind that this is just one (1) example; not nearly enough data to make any kind of blanket statement about how “worth it” lawyers.com advertising is, but enough to give a helpful example of what to expect at a particular price point.

If you have experience advertising with Lawyers.com and have seen drastically different results, we sure would like to hear about it in the comments of this post!

The Basics

Here is what the process of purchasing a listing on Lawyers.com will look like:

 

Lawyers.com Houston PI Page

 

We chose only to invest in the “Listing for Lawyers.com” at a cost of $277/mo with a 12 month commitment. Below we have detailed the data after six (6) months of advertising under this package.

The Results after 6 Months of Lawyers.com Advertising

Direct Benefits

When your listing is activated, you are given access to a dashboard (csc.lawyers.com) where you can update all of your law firm information.

This dashboard also contains details for any leads generated from your profile (phone calls and contact forms). Our dashboard is reporting on 35 leads over the 6 months:

Lawyers.com dashborad

We also tracked 31 referral visits from the lawyers.com listing to the client’s website. This resulted in 1 lead:

Lawyers.com Referral Traffic

Indirect (SEO) Benefits

We are of course interested in understanding how the listing affects the organic search performance of the client’s site.

What we know is that the investment we made comes with listings on lawyers.com and martindale.com We get links from each of those profiles, PLUS we get links from each lawyer’s individual profile. Here are the authority metrics for each:

Backlinks from Lawyers.com

Firm Page Authority Metrics

This is the main law firm profile

Attorney Page Authority Metrics 2

This is one of the attorney profiles

Attorney Page Authority Metrics

This is the other attorney profile

Backlinks from Martindale.com

Firm Page Authority Metrics Martindale

This is the main law firm profile

Attorney Page Authority Metrics 2 Martindale

This is one of the attorney profiles

Attorney Page Authority Metrics Martindale

This is the other attorney profiles

So what we are getting is 6 links from 2 domains. The MOZ page and domain authority for each link is about 36 and 86 respectively. These are impactful links to be sure, regardless of what Google say about buying links.

Structured Citations (Local SEO)

We are also getting citations from each listing, which is a positive local search ranking signal.

A citation, in the context of local SEO, simply refers to a mention of the business Name, Address, and Phone Number (NAP). With citations, consistency is the key.

BE AWARE: Because these listings come with tracking phone numbers, this will cause inconsistency with your NAP. To avoid this, tell your representative that you’d like to opt out of call tracking, and simply use your primary (local) office number on the listing instead.

What are these 6 links and 2 citations worth?

It’s hard to say exactly what the return on investment is on these 6 backlinks and 2 citations. What we do know is that these are links and citations that many of this client’s top competitors have, which means if we are to pass them up, we better have a plan for replacing them with equally valuable links and citations.

So, is Lawyers.com Advertising Worth It?

That depends. The data here is from just one (1) client and it represents only an investment in a basic listing. The cost per lead was roughly $48.

When we calculate the cost per lead for our clients, we normally see about $42 per lead, after 12-14 months. The advantage of advertising with lawyers.com is speed; you get leads as soon as the ad goes live.

The downside is that, once the ad is turned off, you get zero (0) leads per month.

When you invest in SEO, if you stop paying after 12 or 16 months, you will keep getting leads from your site (though, the total may dwindle over time), and overtime, the cost per lead becomes exponentially cheaper. This is why you always here us SEOs saying annoying (but true) things like, “SEO is a long term investment”.

Again, we would truly appreciate if anyone who has experience advertising on lawyers.com would share in the comments below for the benefit of us all! You can also get a lawyers take on the different review services here.

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Matt Green

Hi, I'm Matt. I'm the lead strategist here at Juris Digital. Since 2011, I've spent the majority of my one life on this earth helping lawyers sign more cases with organic search, and I've loved every freakin' second of it. If you have specific topics you'd like to discuss with me, please feel free to email me or tweet me.