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There's a marketing concept out there that many law firms have just recently stumbled upon, one that most other types of industries have known well for decades ' return on investment, or ROI. As firms become more sophisticated in marketing, as budgets for marketing increase, and as competition becomes more fierce, firms are beginning to demand that their marketing dollars they spend produce results.
Nowhere is the concept of ROI more easily implemented, tracked, and realized than in the area of Internet marketing, through the use of Web sites and the search engines that locate them. Because all activities on the Web are tracked by the various computers that host Web sites and search engines (via arcane but highly detailed server log files), a law firm can know from where it gets visitors, what the visitors do on the Web site, and what makes them leave for another Web site.
But the first step in achieving a positive ROI from a law firm Web site is to get the visitors there in the first place. A beautifully designed and professional Web site that no one views is like a Broadway play that no one sees ' it's a huge waste of money, time, and effort. Enter the often-discussed, often-misunderstood, and ever-evolving search engine ' a technology that, if used effectively, can produce results far superior to other forms of marketing.
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