Using Professional Directories for Lawyers and Therapists

Are you getting new business from your professional business directories?

Many of my clients are professionals who list themselves in highly credible professional directories. For example, Avvo is a directory and rating system for attorneys that many potential clients pay attention to when seeking a credible professional. Even if you don’t use the directory search function, these profiles come up in a standard Google search and boost your website’s search visibility.

Psychology Today runs a similar listing with a search function, but without the rating system like Avvo. You can search for a psychologist with a certain specialty in a given geographic area.

I had been working with this one client for only three or four months when I received a plaintive email saying, “These are sad numbers. What can we do?”

It took me only a moment to review the directory report included in the email:

Traffic update – Jan 1 to date

  • 5373 Searches for help in your city and zip
  • 1399 Views to your profile
  • 20 Clicks to your website
  • 5 Phone calls to you

What is the first thing you see?  “What? Out of 5373 searches in my city and zip code, I only got 5 phone calls??”

That represents the very top of the funnel—leads entering—and down to the final conversion to a phone call.  What my client overlooked were the three measurable conversion rates that really tell the story. To be clear, a conversion rate is a percentage calculated from the number of prospects in a given set that answer the call to action, i.e. land on your website vs complete a form or call for business.

First Conversion

Of the 5373 searches in the right city and zip code, 1399 of the seekers chose to click on my client’s profile.  I celebrate that. It’s a 26% conversion rate.  That’s really not so bad given all the competition even if I would like to see that come up a bit.

Second Conversion

Isn’t it exciting that 1399 seekers spent time on my client’s profile? The analytics provided don’t tell me how many simply bounced right out after a couple seconds.  What I do know is that the numbers show a paltry 1.43% conversion rate on click-through views of my client’s website.  The first think I want to do is take a look at that profile and then take action to strengthen the odds and conversion rate.

This is what I would look for:

  1. Is the profile filled out completely? Does it include images, contact information, credentials, areas of expertise, bio, additional media, etc.? Is the content enough to intrigue and hook the viewer?
  2. Do the “top-of-the-page” summary and list of services/areas of expertise match the one line description and/or categories on the search result listings? Is the viewer going to be surprised because the profile is not what they expected or were looking for?

Third Conversion

The last set of numbers made for a quick calculation. Of the 20 website viewers, 5 of them followed the call to action to call for an appointment.  Again, a 25% conversion is pretty good.  But not good enough for me.

My client and I will revise and test calls to action, forms, and educational content to nurture the leads who are not ready to call just yet.

How do your business profiles look?  Are they getting you any business? Try analyzing the results as we did here to locate the kink in your online sales pipeline.

Professional Directories for Lawyers

If you happen to be an attorney or law firm, here are the top 10 directories in order of authority for the legal profession.

Findlaw.com
Avvo.com
Justia.com
Lawyers.com
Nolo.com
Martindale.com
LegalMatch.com
SuperLawyers.com
LawyerCentral.com
BestLawyers.com

Professional Directories for Psychologists and Therapists

Psychologists and therapists of all kinds would be smart to have strong profiles in these top 8 directories.

Psychology Today
Theravive.com – PsychCentral
GoodTherapy.org
Find-a-Therapist.com
TherapyTribe.com
AAMFT.org- American Association of Marriage and Family Therapy
TherapistLocator.net
NBCC Directory- National Board for Certified Counselors

2 thoughts on “Using Professional Directories for Lawyers and Therapists

  1. Hello ,

    I saw your tweets and thought I will check your website. Have to say it looks very good!
    I’m also interested in this topic and have recently started my journey as young entrepreneur.

    I’m also looking for the ways on how to promote my website. I have tried AdSense and Facebok Ads, however it is getting very expensive. Was thinking about starting using analytics. Do you recommend it?
    Can you recommend something what works best for you?

    I also want to improve SEO of my website. Would appreciate, if you can have a quick look at my website and give me an advice what I should improve: http://janzac.com/
    (Recently I have added a new page about FutureNet and the way how users can make money on this social networking portal.)

    I have subscribed to your newsletter. 🙂

    Hope to hear from you soon.

    P.S.
    Maybe I will add link to your website on my website and you will add link to my website on your website? It will improve SEO of our websites, right? What do you think?

    Regards
    Jan Zac

    1. Zac, Thank you for you for sharing your questions. My first thought is that using analytics is only a way to measure the results of your marketing strategies and looking for ways to improve results. Analytics don’t take the place of a pay-per-click strategy. More often businesses starting out will invest in both pay-per-click and optimized content. In time the optimized content (with lead capture offers) promoted through social media and email campaigns will gain traction and you can wean off the pay-per-click expense.

      You also have to take a hard look at what is on your website. Is it designed with a clear purpose, benefit, calls to action? Are you aiming at the right target market? Have you thought about the priorities and problems of your buyer persona? All the ads, content, and social media in the world won’t make a sale if what you offer is not of interest to your market. That’s old school wisdom and still very true!

      I will look at your website and respond by email.

      Thanks,
      Gayle

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