I have a secret to tell you: I love spiders! OK, maybe not the eight legged kind that you immediately might be thinking of, but the other type; the ones that Google sends out to run around your website to find out what it is that you do!

However, for now I want to focus on the hairy, eight legged variety. You have to admire the spider. Even the very small ones are able to build webs hundreds times their own body size. It must be the equivalent to a human being overnight building a bridge between England and Wales next to the Second Severn Crossing. From memory, it took a construction company some years to build that, but a spider can pop out overnight and weave a huge web to generate something to chew on the next day. That is pretty impressive. However, if a spider builds a web and leaves it in place for a few days, making the necessary day to day repairs that are required, and keeps returning to find that it has not attracted any new visitors, it will soon lose interest and build a new web somewhere else.

Google’s spiders are not very different to the eight legged variety. They are sent out into the big old ‘World Wide Web’ to find new websites, explore current ones, and to make a huge library index of all of them so that Google’s avid users can find whatever they want, whenever they need it, in a fraction of a second. It is an incredible achievement when you think about it.

But just like the real world spiders, Google’s spiders also are quite fussy, and if they keep taking the trouble of visiting a website, but the owner fails to take the time or trouble to add new content to it, or to make changes to existing content, it also will soon start to lose interest in it.

Are you providing something for Google’s spiders to feed on? Are you adding regular, fresh, bespoke content (not the same content that is going onto another 100 lawyer’s websites) to your website? Are you not only keeping the spiders happy, but also the human visitors too, who, if you regularly add new content, will keep finding your website for more and more search terms related to the legal services that you offer?

To be successful in any form of marketing CONSISTENCY is absolutely vital. The reason so many solicitors struggle with their marketing is because they spend a lot of time marketing when they are quiet, then when they are busy they completely stop and take no further action. This is a major flaw. Consistency can transform your marketing. Consistently adding new content to your website is vital for the success of your law firm’s website.

If all that you did every month for the next year was to write at least eight 400 plus word articles and add them to your website, you would attract new visitors and more visitors to your website. In turn, you would also receive more enquiries for your legal assistance.

I cannot recommend how important it is that you do this. This is good advice, will you follow it?

Do you have any marketing questions about this article or any other law firm marketing questions? Please “Leave A Reply” in the box below and I WILL reply to you.

Author: Nick Jervis