Let Your Clients Find You: Marketing Your Firm Online

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Are clients able to find you?

People are shifting how they find legal help. Instead of looking at the shingle hanging in the town square, people now turn to search engines, rating services, and social media.

Are you prepared to make yourself available to clients in these new spaces?

Do you know how to advertise in these new spaces ethically?

Learn about new media marketing and legal advertising from Gyi Tsakalakis and Clio's Joshua Lenon.

By the end of this free webinar, you'll be ready to build out your online presence and meet potential clients where they’re really searching.

Published in: Law, Business, Technology
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Let Your Clients Find You: Marketing Your Firm Online

  1. 1. Let Your Clients Find You: Marketing Your Firm Online Joshua Lenon – Clio Gyi Tsakalakis – AttorneySync
  2. 2. Faces & Names 2 Joshua'Lenon' Lawyer'in'Residence' 'Clio' Gyi'Tsakalakis' SEO,'SEM,'Analy5cs' 'A3orneySync'
  3. 3. Today’s Presentation •  Shifting Marketing Landscape (10 min) •  Rules Affecting Lawyers Advertising Online (10 min) •  Creating a Digital Presence (30 min) •  Questions (10) – Guest Panelist: Big Data in Practice – Questions
  4. 4. Today’s Presentation •  Shifting Marketing Landscape •  Rules Affecting Lawyers Advertising Online •  Creating a Digital Presence •  Questions – Guest Panelist: Big Data in Practice – Questions
  5. 5. SHIFTING MARKETING LANDSCAPE
  6. 6. Traditional Lawyer Advertising
  7. 7. Lawyer Advertising Lawyers have always been regulated when advertising.
  8. 8. Florida Advertising Rules Florida’s lawyer advertising rules apply to all forms of communication seeking legal employment in any print or electronic forum, including but not limited to newspapers, magazines, brochures, flyers, television, radio, direct mail, electronic mail, and Internet, including banners, pop-ups, websites, social networking, and video sharing media. Rule'487.11(a)'
  9. 9. Florida Advertising Rules Required Content: •  Name of Lawyer or Firm •  Location of Practice •  Referrals Disclosed •  Other Disclosures Rules'487.12813'
  10. 10. Florida Advertising Rules Television, radio, print, and Internet advertisements must be filed for review with the bar at its headquarters address at least 20 days before their first use. Each filing costs $150. Any change to wording, illustrations, photographs, typographical marks, layout, or color scheme requires a new filing. Rule'487.19(a)'
  11. 11. Florida Advertising Rules Lawyer & law firm websites are exempt from the filing requirement Rule'487.20(g)'
  12. 12. 57% of people seeking an attorney used online sources. Source:''“AForney'Selec5on'Research'Study,”' conducted'by'The'Research'Intelligence'Group'(TRiG)''
  13. 13. Traffic to law firm website home pages is down almost 20 percent in the last year. Source:''“Are'Law'Firm'Websites'Evolving'or'Dying,”' Above'the'Law,'June'04,'2014'
  14. 14. Only 39 percent of law firm traffic now enters through the home page Source:''“The'Disappearing'Homepage,”'Great'Jakes,' February'19,'2014'
  15. 15. Clients are coming to law firm websites via “sideways surfing”
  16. 16. RULES AFFECTING LAWYERS ADVERTISING ONLINE
  17. 17. Model Rules of Professional Conduct •  7.1 - Communication Concerning a Lawyer's Services •  7.2 - Advertising •  7.3 - Direct Contact with Prospective Clients
  18. 18. 7.1 - Communication Concerning a Lawyer's Services “A lawyer shall not make a false or misleading communication about the lawyer or the lawyer's services. “ •  Applies to Rule 7.2 – Advertising •  Must distinguish past results from future cases
  19. 19. 7.2 - Advertising •  May advertise services through public media, communications not involving in person contact •  Pay the reasonable costs of advertisements or communications •  Any communication made pursuant to this rule shall include the name at least one lawyer responsible for its content.
  20. 20. 7.3 - Solicitation of Clients •  A lawyer shall not by in person, live telephone or real-time electronic contact solicit professional employment when a significant motive for the lawyer's doing so is the lawyer's pecuniary gain.
  21. 21. States Rules •  Differentiate between Communications & Non-communications •  Disclaimers for previous results •  Record retention for communications versus content •  Contact information requirements
  22. 22. CREATING A DIGITAL PRESENCE LET YOUR CLIENTS FIND YOU
  23. 23. How do people find and hire lawyers like you? 23
  24. 24. Friends, Lawyers & the Web 24 h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
  25. 25. Friends, Lawyers & the Web 25 h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
  26. 26. 26 Photo by Juliana Coutinho - Creative Commons Attribution License https://www.flickr.com/photos/10217810@N05'
  27. 27. 27
  28. 28. Friends, Lawyers & the Web 28 h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
  29. 29. 29
  30. 30. Friends, Lawyers & the Web 30 h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
  31. 31. 31
  32. 32. 32 hFp://www.aForneysync.com/blog/mega8ish8serp8lawyers/' ' Many ways to help people find you in search.
  33. 33. 33 Paid search advertisements (PPC, SEM, AdWords) YOU PAY GOOGLE
  34. 34. 34 Local business listings. Automatically generated from local search ranking factors.
  35. 35. 35 Traditional organic search results (SEO, natural results, algorithmic) Automatically generated from over 200 ranking factors.
  36. 36. 36 How'do'I'help' people'find'me?'
  37. 37. 37 Who are these people?
  38. 38. 38
  39. 39. 39 hFp://moz.com/blog/inbound8marke5ng8is8taking8off'
  40. 40. 40
  41. 41. 41
  42. 42. 42 GOOGLE WEBMASTER GUIDELINES hFps://support.google.com/webmasters/answer/35769'
  43. 43. FOR THE ROBOTS 43 Authorship'(headshot'in'search'results):' h3ps://plus.google.com/authorship' '
  44. 44. 44 FOR THE ROBOTS Publisher'(informa5on'box):' h3ps://support.google.com/answer/4569085/' '
  45. 45. 45 FOR THE ROBOTS Rich'Snippets'(reviews,'video,'events,'etc):' h3ps://support.google.com/webmasters/answer/99170/' '
  46. 46. 46 FOR THE ROBOTS Schema'(the'future):' h3p://www.a3orneysync.com/blog/googleCsupportsCa3orneyCschema/' '
  47. 47. 47 FOR THE ROBOTS www.google.com/webmasters/tools/richsnippets/' '
  48. 48. Learn SEO 48 hFp://moz.com/beginners8guide8to8seo/' ' hFps://support.google.com/webmasters/answer/35291/' '
  49. 49. Web Presence HELP 49
  50. 50. 50
  51. 51. 51 HTTP://NIFTYLAW.COM/'
  52. 52. Friends, Lawyers & the Web 52 h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
  53. 53. Elsewhere on the Web Ge#ng&found&“other&places”&online.& 53 hFp://moz.com/learn/local/cita5ons8by8category#AForneys' ' hFp://moz.com/learn/local/cita5ons8by8city' ' '
  54. 54. Friends, Lawyers & the Web 54 h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'
  55. 55. Social Networks The&new&“ask&a&friend.”& 55 hFp://online.wsj.com/ar5cles/companies8alter8social8media8strategies81403499658' '
  56. 56. QUESTIONS
  57. 57. Thank You Joshua'Lenon' Lawyer'in'Residence' 'Clio' joshua@goclio.com' @JoshuaLenon' Linkedin.com/in/joshualenon' ' ' Gyi'Tsakalakis' SEO,'SEM,'Analy5cs' 'A3orneySync' gt@a3orneysync.com' @GyiTsakalakis' Linkedin.com/in/ gyitsakalakis'

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