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ABSOLUTE TRUTHS AND OUTRAGEOUS
LIES OF ONLINE MARKETING
Leah McMillan, Avvo
Gyi Tsakalakis, AttorneySync
Conrad Saam, Mock...
WEBSITES
Websites are Expensive
It’s Okay to Rent Your Website
Only Legal Content Belongs on Your
Website or Blog
Your Phone Number Should Be in the
Header
WordPress is the
ONLY Website Platform
Your Headshot Can Impact Your
Business
Your Site Must Be Mobile Optimized
Best Gavel Wins
Books in Your Headshot Make People
Want to Hire You
People Hate Slow Websites
SOCIAL MEDIA
What You Do Online Doesn’t “Count”
People “Like” Your Law Firm
Reviews Don’t Matter
say online reviews impact their decisions
Clients Don’t Want to be Asked for a
Review
74%
10% 8% 8%
Sure, It’s the
norm
Okay, but is a
little strange
No, not
approp...
You Should Ignore a Negative Review
74%
10% 8% 8%
Sure, It’s the
norm
Okay, but is a
little strange
No, not
appropriate
De...
Social Media Helps SEO
. . . And improve your search
engine rankings with social media
marketing from LexisNexis.”
SEO
Measure SEO Success by Ranking
Ranking for 10 Keywords = Winning
"Every single day 15 percent of the
questions people ask of Google are
questions we've n...
Black Hat Doesn’t Work
Using Call Tracking Numbers Will Kill
Your Google Organic Ranking
More Domains = More Business
Getting (Good) Links is Really Hard
If You Merely Write, They Will Come
You Have to Blog
blogblogblogblogblogblogblogblogblogblogblog
blogblogblogblogblogblogblogblogblogblogblog
blogblogblogblo...
Content is King
EVERYTHING ELSE
PPC Advertising is Expensive
No One Uses Bing
I Can’t Be in the Media…
HARO (help a reporter out)
The Early Bird Gets the Client
Leads convert 22 times
more often when contact
is made in 5 minutes or
less
The Early Bird Gets the Client Redux
Top 3 Factors in Hiring a Lawyer:
1.Responsiveness (92% rate it “Very Important”)
2.T...
People Value Confidence over
Compassion in their Attorney
Great Service Matters to Marketing
EXTRA SPECIAL SUPER SECRET
BONUS SLIDE . . .
. . . THE MOST ONLY IMPORTANT
METRIC YOU NEED TO KNOW . . .
. . . BUT LESS THAN 0.1% OF LAW
FIRMS DO THIS CORRECTLY . . .
. . . BUT IT WILL MAKE YOU AS
EFFECTIVE AS GYI, CONRAD & LEIGH
PUT TOGETHER . . .
Cost per Client by Channel
$0
$200
$400
$600
$800
$1,000
$1,200
Avvo FindLaw Adwords SEO
$340
$650
$1,100
$158
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Truths and Lies of Online Marketing for Lawyers

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This is the preso that Leigh, Gyi and myself delivered to the Massachusetts LOMAP Super Marketing Conference in June, 2014.

Published in: Law, Business
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  • Transcript of "Truths and Lies of Online Marketing for Lawyers"

    1. 1. ABSOLUTE TRUTHS AND OUTRAGEOUS LIES OF ONLINE MARKETING Leah McMillan, Avvo Gyi Tsakalakis, AttorneySync Conrad Saam, Mockingbird
    2. 2. WEBSITES
    3. 3. Websites are Expensive
    4. 4. It’s Okay to Rent Your Website
    5. 5. Only Legal Content Belongs on Your Website or Blog
    6. 6. Your Phone Number Should Be in the Header
    7. 7. WordPress is the ONLY Website Platform
    8. 8. Your Headshot Can Impact Your Business
    9. 9. Your Site Must Be Mobile Optimized
    10. 10. Best Gavel Wins
    11. 11. Books in Your Headshot Make People Want to Hire You
    12. 12. People Hate Slow Websites
    13. 13. SOCIAL MEDIA
    14. 14. What You Do Online Doesn’t “Count”
    15. 15. People “Like” Your Law Firm
    16. 16. Reviews Don’t Matter say online reviews impact their decisions
    17. 17. Clients Don’t Want to be Asked for a Review 74% 10% 8% 8% Sure, It’s the norm Okay, but is a little strange No, not appropriate Depends
    18. 18. You Should Ignore a Negative Review 74% 10% 8% 8% Sure, It’s the norm Okay, but is a little strange No, not appropriate Depends
    19. 19. Social Media Helps SEO . . . And improve your search engine rankings with social media marketing from LexisNexis.”
    20. 20. SEO
    21. 21. Measure SEO Success by Ranking
    22. 22. Ranking for 10 Keywords = Winning "Every single day 15 percent of the questions people ask of Google are questions we've never seen before." - John Wiley (lead designer for Google Search)
    23. 23. Black Hat Doesn’t Work
    24. 24. Using Call Tracking Numbers Will Kill Your Google Organic Ranking
    25. 25. More Domains = More Business
    26. 26. Getting (Good) Links is Really Hard
    27. 27. If You Merely Write, They Will Come
    28. 28. You Have to Blog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog blogblogblogblogblogblogblogblogblogblogblog
    29. 29. Content is King
    30. 30. EVERYTHING ELSE
    31. 31. PPC Advertising is Expensive
    32. 32. No One Uses Bing
    33. 33. I Can’t Be in the Media… HARO (help a reporter out)
    34. 34. The Early Bird Gets the Client Leads convert 22 times more often when contact is made in 5 minutes or less
    35. 35. The Early Bird Gets the Client Redux Top 3 Factors in Hiring a Lawyer: 1.Responsiveness (92% rate it “Very Important”) 2.Track record (80%) 3.Respect in the legal community (67%) 4.Cost (65%)
    36. 36. People Value Confidence over Compassion in their Attorney
    37. 37. Great Service Matters to Marketing
    38. 38. EXTRA SPECIAL SUPER SECRET BONUS SLIDE . . .
    39. 39. . . . THE MOST ONLY IMPORTANT METRIC YOU NEED TO KNOW . . .
    40. 40. . . . BUT LESS THAN 0.1% OF LAW FIRMS DO THIS CORRECTLY . . .
    41. 41. . . . BUT IT WILL MAKE YOU AS EFFECTIVE AS GYI, CONRAD & LEIGH PUT TOGETHER . . .
    42. 42. Cost per Client by Channel $0 $200 $400 $600 $800 $1,000 $1,200 Avvo FindLaw Adwords SEO $340 $650 $1,100 $158
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