 |  | Marketing Legal Services in the online Age Never mind Mel Gibson's accent, the real point here is that In 1996, South Forrest Solicitors & Estate Agents were apparently the only Scottish solicitors firm to have their own website. So anyone searching online for a solicitor in Scotland would have been in touch with them at the click of a button. Today, a Google search on the same phrase illustrates how much things have changed, revealing a very different picture indeed;
Ok, the results are in, and there are over a million of them. I have to choose?
The good news for South Forrest Solicitors is that they are still listed - somewhere. The bad news is that their website is buried somewhere within hundreds of thousands of newer pages, which are ranking higher in the search results.
These higher ranked pages represent all those legal businesses, entities and organisations who have gone that extra mile to reach their audience. Sites are near the top for many reasons, for example it's hard to beat a governing body such as the LSC on a given subject; try legal services. What they do all have in common is that they have embraced the information revolution to a greater extent, making their web presence much more than an entry in a phonebook.
Despite the competition, the fight is far from over, and there are many ways to improve a page or website's ranking in the search results. In fact, good results are easier to achieve for specialist services with a local bias than for many other kinds of businesses; if this seems like a daunting prospect for a solicitors practice, imagine competing with Amazon in the mail-order books market.
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