Terrye Cheathem, a criminal defense attorney in Los Angeles has recently placed a new line of greeting cards on the market. The target consumers are those that wish to send cards to their incarcerated friends or family. Captions include words of well-wishing such as “Sorry to hear about your arrest,” “Honestly, I never knew anyone who was arrested before,” and, for any occasion, “Not you!” As you might assume, the cards haven’t exactly been flying off the shelves. Whether it is because the thought of sending a card to an inmate seems a bit trite or because most people simply don’t ever think of doing it, it seems that the market is not one that will yield tremendous results. Apparently, Hallmark™ has a reason for not targeting this demographic.

Lawyer pay-per-click advertising bears certain similarities with the greeting card industry. You must target your ads to the right people and to those who are willing to spend money for your services if you want to have a chance at reaching new clients. Law firm internet advertising should be targeted to the clients that need what you offer. By using keywords that attract the right clients—those looking for your specialty—you have the best chance of getting the clients that can most benefit from your services.

Attorney website design is not a code that cannot be cracked and search engine optimization can be tailored much the same way for law firm web sites as for anything else. It is a matter of including the words that get the attention of those in whom you are interested.

Attorneys Online, Inc., is able to help you as you target your ads, your keywords, and your website to those whom you feel you are most able to help. Take a tip from the greeting card companies and don’t jump in accidentally to a market where you don’t belong.