Legal Internet Marketing Blog

Let’s face it – the recession is not bringing out the best in every business. People are increasingly putting their head in the sand, pulling back their resources, and building the proverbial bunker to ride out the storm. If you haven’t been thinking of ways to cut down on your marketing budget, you’re an exception to the rule – but you might be smarter than the pack.

A recent article in the National Law Journal exhibits just what I mean. Entitled “As firms cut marketing, others see opportunity,” it sums up the entire climate in one simple headline.

It can be tempting to cut down on your Internet marketing investment in these lean times, but remember, search engine optimization – especially in the highly competitive legal field – is a numbers game and an endurance race.

Continue reading " Slowdown…or Opportunity for Legal Marketing? " »

Do you hear it? It’s not a tsunami…it’s a tidal wave of potential clients. The wave of the future, in fact. It’s “Generation Y”, and it’s a demographic you’ve got to use if you don’t want to lose.

Who are these mysterious kids? Well, they were born roughly between 1978 and 2000 and have been called “Millennials” and “Generation Next.” They’re thought to be characterized by their addiction to wealth and fame, their short attention spans, and their reliance on all things digital, from texting to Facebook and Twitter.

What does this have to do with your legal practice? Simple: if you don’t learn the ways of the Y now, you won’t have a business that lasts into the long-term. If you’re savvy about business, you’re ready to learn how to market to Gen Y in a meaningful way so that you can meet them halfway. Here are some quick tips:

-Transparency rules. Gen Y is ready, willing, and able to thoroughly research your reputation online. Why not create your own reputation with a robust Web presence and a transparent blog that opens up about your business? It will differentiate you from every other attorney out there.

-Instant gratification. Capitalize on Gen Y’s impatience by learning to be the first to return calls and respond to e-mails. You’ll be well in front of the (overloaded, too busy to tend to prospective clients) pack.

-One-upsmanship. Let’s face it: many Gen Y-ers can research a legal statute faster than it takes you to go over to your library and look it up. Prepare yourself for this often shameless flaunting of instant knowledge with a bit of one-upsmanship of your own. If you’re well-prepared and committed to education and real answers, you’ll impress these info-savvy young people.

-Relax. Too often, the legal profession is characterized as stodgy and old-fashioned. This will not do for Gen Y, who is rewriting the rules as they go along. Relax and have some fun…that’s something every generation can get behind.

It can be easy to draw traffic in to your website... but what constitutes the tipping point for undecided potential clients? Often, it’s the perception of education.

Consider a potential client whose son has been involved in a DUI accident. They’re scared, angry, and sick of dealing with insurance companies and police officers. They’re ready for action and results, but more than that they want to understand what their experience will be like as they undergo the process. By acting as an educator, you can address these fears on several levels, before, during, and after the engagement.

Before: The Website Visit
Informative articles on your site (with attractive and interesting titles, of course) allow you to educate your client without ever stepping in front of them. Make sure to stress the importance of competent legal counsel while actually providing information in each article – the search engines and your future clients will thank you.

During: The Client Consultation
It’s standard practice to offer a consultation or evaluation for clients as they decide who to go with. By thinking of your educator role, you’ll be able to separate yourself from the pack. Answer questions simply and effectively without giving away the farm. Your goal is to provide enough information to make prospects feel educated and secure, but not enough to make them feel they can represent themselves.

After: Ongoing Contact
It’s easy to forget the fear factor when you’re a seasoned attorney, but your clients are often facing very real fear as they prepare for court appearances. By educating them about what to expect in court and what you are doing, you can cut down on this fear, make them feel secure and confident, and guarantee referrals and repeat business.

Many times the lawyers I speak with are worried that if they give too much information the client will feel that they don't need a lawyer... the exact opposite is true. The more information you give, the more clients feel at ease and realize they need your professional legal services. Don't be afraid to give information to potential clients.

We’ve all heard the story of the man who doesn’t appreciate the woman he has until she walks out the door. While every client won’t be a repeat, creating an amazing customer experience for each and every client can generate some serious marketing juju for your firm, no matter how big or small. Here are some ideas for leveraging the clients you do have and turning them into more business:

-Never underestimate the power of a question: “How did you find us?” “What did you like most about your service?” “What can we do better?” It’s easy to neglect these questions when you’re mired in a pile of briefs and ex parte hearings, but do so at your own peril. Chances are your current clients already know what you need to do to get your next set…they just haven’t told you yet.

-Make sure your staff is in on the game: We all hope our clients will generate repeat business or referrals…but a rudely answered phone, an unanswered e-mail or a poorly-handled crisis could prejudice a paying client against your firm forever. Train your entire staff to uphold client care and do you proud. It could help save the clients you do have and encourage them to pass on business.

When in doubt, ask: There is no shame in asking current clients for referrals – if the question is asked tactfully and with a sense of respect for your client’s time and energy. Simply reminding your clients that you love referrals is often the best way to keep them coming.

Stay in touch: Staying on the radar is a simple solution for referrals. Holiday and birthday cards are a great way to stay in touch, email newsletters are also a great way to stay in touch with current clients as long as you don't overdo it.

Gather testimonials: Don’t just bask when your client thanks you for that mega verdict or successful motion…take it down with pen and paper and ask for their permission to use it in future marketing communications! A great testimonial is often the tipping point for undecided prospects.

“Where did you hear about us?” It’s a simple question – and one that’s asked far too little in the legal field. Why am I such a big fan of this query? Read on to find out – and to discover how asking can help you in your marketing efforts.

We’ve all taken customer surveys, many of which include a “where did you hear about us” type question. Often, that tidbit can be the most valuable piece of information that’s gathered about you. Think about it – by asking potential clients where they found you, you can quickly determine your return on investment in the marketing realm, hone in on problem spots, brainstorm new ideas, and tweak your Internt marketing for real results!

If you don’t already ask potential leads where they heard about you, it’s time to start.

Continue reading " Where Did You Hear About Us? Understanding Legal Marketing " »

Though every lawyer could write a library full of novels about their life and professional work, all too often lawyers are not great Web writers. Is it because their endless rounds of court-ordained tasks and client care deplete their writing ability? Is it because they can’t write? Of course not. So what’s wrong with the legal website content written by lawyers? The answer is simple: too much legalese.

Legalese is tempting to throw into client communications. After all, you’re the attorney…you get paid to use complex legal terminology and construct legal arguments that draw on the profession’s special language. Unfortunately, this can alienate current and potential clients…and that could be a big mistake for your practice!

Here’s how to reduce the use of legalese in your client communications, be they by letter or over the Web:

- Break up those sentences. When it comes to writing for your clients, shorter is better. After you’ve written something, go through and try to find sentences you can break up into shorter ones. It’s easier on the eye and has a greater impact. I promise.

- Translate. Think of yourself as a translator. By day, you speak a legal jargon understood by a privileged few. How would you break down a complex legal concept for someone who knew nothing about the law whatsoever? Your clients depend on you to translate legal ideas into concepts they can understand. Respect that trust and reciprocate with language that’s geared toward all levels, especially when writing website content.

- Write with search engines in mind. Do you think a potential client is more likely to look up a sentence like “involuntary manslaughter conviction ramifications” or “DUI consequences”? A dash of realism in your writing can help turn visitors into clients.

It may seem difficult to “turn it on” and “turn it off”, but learning to reduce legalese in all your written and verbal communications with your clients and will benefit you. 

I field thousands of questions a week about how to game the Google system for fast law firm marketing results. While you can achieve great things with the granddaddy of Web search, SEO isn’t a quick fix – it’s an investment in your Web presence and your business. One of the most overlooked factors is the quality, not quantity issue.

What do I mean when I say quality, not quantity?

It’s simple: listing a ton of search terms meaninglessly strung together will do nothing for your search engine rankings! Why not? Because Google PageRank and searchability depend on the perceived value of your website. If you have a website that’s long on search terms and short on actual information, beprepared to be left in the dust by other web sites that are doing it right.

The Google Success blog touched on just this issue last November (http://www.google-success.com/what-is-quality-content-for-search-engines.htm). Here are a few tips to remember when you consider SEO for your legal website:

- Content is King. It’s been said before, and it stands repeating. Go for readable, informative content and you’ll increase your chances of search-engine visibility.

- You get what you pay for. If you are content to post poor-quality writing on your site, get ready to content yourself with poor-quality results in the search engines.

- Remember the end user. There’s a reason Google places informative, useful content higher than mere words: it’s more useful for end users who will find your site valuable! It’s to everyone’s benefit to tailor your Web presence to the end user, be they personal injury victims looking for representation or past clients who are capable of referring new business.

What are your favorite examples of sites that have sacrificed real content to the SEO gods? I’d love to hear from you in the comments section.

Time is money, and more often than not, attorneys want more of both! Luckily, there are plenty of low-cost and effective tools lawyers can use to leverage the Web and generate more traffic, leads, and clientele. Remember, the only limits to the Web are the time and energy you invest in it! Here are a few of my favorites:

Google Local Business Search (http://www.google.com/local)

Is your business listed in Google's local service? Don't know? Just search for your firm name. If it doesn't show up as the first Google result with a Google map widget and a small description of your firm, never fear. You can get listed on Google's local business search in moments...and it's free! Just tell them your website, firm name, address, and fill in a few simple forms, click a verify button, and in mere days you'll have a Web listing that could drive more traffic to your site -- and more clients to your door.

LinkedIn (http://www.linkedin.com)

Who has time for yet another social media gadget? If that's your thinking about LinkedIn, consider changing your tune. By linking to clients and colleagues on this easy-to-use professional tool, you can advertise your business for free, gather testimonials, and leverage the connections of your existing contacts. There's a reason LinkedIn's reputation is the best in the business: use it to your advantage.

LifeHacker (http://lifehacker.com/)

Do you really need to look at yet another site that purports to make your life easier? In the case of LifeHacker, well, yes you do. The site is a well-curated mishmash of productivity tips, Web-related news, and plenty of business savvy that can boost you through a hard day, point you to the newest tips and trends, and make life a bit simpler.

What are your favorite Web tools?