JurisPage.com
Your Law Firm’s Internet Presence CLE
Friday March 21, 2014 An Andrew Cabasso and
JurisPage Joint
JurisPage.com
Overview
• Email
• Social Media
• Your Website
• SEO
• Internet Marketing
• Ethics
JurisPage.com
Email
JurisPage.com
JurisPage.com
Your Email Address
You want yourname@yourlawfirm.com
4 Steps
JurisPage.com
Your Email Address: Step 1
$10/year
Buy a .com domain
JurisPage.com
Your Email Address: Step 2
Find an e-mail host provider
Most likely your registrar offers email too (Godaddy...
JurisPage.com
Your Email Address: Step 3
Change your MX records
Go to your domain registrar settings to change the e-mail
...
JurisPage.com
Your Email Address: Step 4
Configure your e-mail client
Follow your e-mail host’s instructions (this will
le...
JurisPage.com
Alternatively…
• Option B: Mail server
– Cost
– Security
– Stability
– Scalability
– IT guy
JurisPage.com
Social Media
JurisPage.com
Why Engage in Social Media?
JurisPage.com
Why Engage in Social Media?
1) SEO: Google’s search algorithm cares about
social media sharing
2) Go where p...
JurisPage.com
Which Social Networks?
• Google+
• LinkedIn
• Twitter
• Quora
• Esqspot
Focus on 1 or 2
• Facebook
• Pintere...
JurisPage.com
Google+
• Highest SEO ROI
• G+ gets “authorship” for blog posts
JurisPage.com
LinkedIn
Have a Company
page that your
current employees
can join, a personal
profile so that
clients can gi...
JurisPage.com
Twitter
JurisPage.com
Twitter
• Link to blog posts
• Discuss events in your practice area that don’t
warrant a blog post
• Engage ...
JurisPage.com
Quora
A Q&A website – use it to
answer relevant questions
in your practice area and
build authority
JurisPage.com
Esqspot
In-person networking
/ online community
JurisPage.com
Hootsuite
JurisPage.com
Hootsuite
• Saves time, posts to every social network
simultaneously
• Scheduled posts
JurisPage.com
Websites
JurisPage.com
JurisPage.com
Things You Need to Have a Website
1. Domain: yourfirm.com
2. Hosting: to make your site accessible
3. Websit...
JurisPage.com
What’s a Website For Anyway?
JurisPage.com
What’s a Website For Anyway?
• Getting new leads
• Convincing current leads to become clients
• Establishing...
JurisPage.com
What it Should Have
1. Clear indication of the type of law you
practice
2. Contact: Forms and Phone Number
3...
JurisPage.com
Make it Mobile-Friendly
?
% web traffic from mobile
JurisPage.com
Make it Mobile-Friendly
40%
% web traffic from mobile
Google’s algorithm penalizes non-mobile sites
JurisPage.com
Mobile-Friendly Example
Not Mobile-Friendly Mobile-Friendly
JurisPage.com
Websites – Mobile Sites
http://boss.blogs.nytimes.com/2014/01/08/making-sure-your-website-is-ready-for-smart...
JurisPage.com
Getting it Built: DIY
Wordpress, Wix, Godaddy
Pros
• Cheap
• You’ll know how to update your
content
Cons
• S...
JurisPage.com
Getting it Built: Professional
Use a Legal-Focused Developer
Ask Them: Be Careful:
JurisPage.com
Getting it Built: Professional
Use a Legal-Focused Developer
Ask Them:
• Will it be mobile-friendly?
• Will ...
JurisPage.com
Getting it Built: Professional
Use a Legal-Focused Developer
Ask Them:
• Will it be mobile-friendly?
• Will ...
JurisPage.com
Building a Second Website
• Useful for class actions
• Geared towards a specific client type
• Plaintiff / d...
JurisPage.com
Search Engine Optimization
JurisPage.com
JurisPage.com
JurisPage.com
I Want My Site to Come Up in Google!
On Site
• Page Content
• Meta Tags
• Interlinking
• Posting Frequency
•...
JurisPage.com
Blog, Blog, Blog
• Blogging makes you an authority
• Fresh content tells Google your website is still
releva...
JurisPage.com
Keys to Good Blogging
• Write for readers, not machines
• Stay current
• Stay consistent
• Be patient!
On Si...
JurisPage.com
Use Key Language
Optimize keywords
Some Popular Attorney-Related Keyword
Descriptors I’ve Come Across:
Aggre...
JurisPage.com
Hurdles to Blogging
• “I’m too busy”
– Outsource
• “What would I write about”
Blog Topic Suggestions:
On Site
JurisPage.com
Hurdles to Blogging
• “I’m too busy”
– Outsource
• “What would I write about”
Blog Topic Suggestions:
Newly ...
JurisPage.com
Privacy Policy
No one reads them except
1. The lawyers who write them
2. The developer who copies one and su...
JurisPage.com
7 Ways to Increase Backlinks
1. Local Business Directories
2. Social SEO
3. Lawyer Directories
4. Guest Post...
JurisPage.com
Local Business Directories
• Google Places
• Getlisted.org
Off Site
JurisPage.com
Social SEO
• Social media sites (as much as some of us may
hate them) are vehicles for linking your
content ...
JurisPage.com
Lawyer Directories
• Reach many more visitors of popular
legal websites that get top organic
billing
• Lawye...
JurisPage.com
Reputation Management
If you get a bad review somewhere, it’s not the
end of the world. There are PR firms a...
JurisPage.com
SEO Tools
• Google Analytics
– Monitor website traffic
• Google Webmaster Tools
– Sitemaps, inbound link ana...
JurisPage.com
Google Analytics
Tools
JurisPage.com
Google Webmaster Tools
Tools
JurisPage.com
Pingdom Website Speed
Tools
JurisPage.com
FeedBurner
Tools
JurisPage.com
Keyword Position Tool
Tools
JurisPage.com
Internet Marketing
JurisPage.com
JurisPage.com
Internet Marketing
Advertising in Google, Bing, and Facebook can
get clients to your website (through the fr...
JurisPage.com
Keys to Success
JurisPage.com
Keys to Success
1. Use landing pages!
2. Track your campaigns carefully
3. Test changes
4. Try different mar...
JurisPage.com
Example Landing Page
JurisPage.com
Landing Page Basics
• Eliminate distractions: navigation, social
links, extraneous information
• Align landi...
JurisPage.com
Track Your Campaign ROI
JurisPage.com
Track Your Campaign ROI
• Review keywords periodically
• Track ad click through rate
• First page vs. top-pa...
JurisPage.com
Test Changes
• Keywords
• Ad Copy
• Landing Page Copy
• Landing Page Geography
• Geography
• Time of Day
JurisPage.com
Try Different Channels
Directories Search Engines Social Networks
Retargeting
JurisPage.com
Ethics
JurisPage.com
Ethics – Attorney Advertising
• ATTORNEY ADVERTISING 7.1(f)
• “Prior results do not guarantee a similar
outc...
JurisPage.com
Ethics - Expectations
• Cmt. 12 to 7.1
• Non-comparative characteristics are
permissible statements even tho...
JurisPage.com
Ethics - Expectations
• Board of Managers of 60 E. 88th St. v. Adam
Leitman Bailey, PC
– Firm advertising hi...
JurisPage.com
Ethics - Astroturfing
Yelp, Inc. v. McMillan Law Group, Inc.
JurisPage.com
Ethics - Astroturfing
JurisPage.com
Ethics - Astroturfing
• Rule 7.2
– A lawyer shall not compensate or give anything of
value to a person or or...
JurisPage.com
Ethics - Astroturfing
• Rule 7.1
– (a) A lawyer or law firm shall not use or
disseminate or participate in t...
JurisPage.com
Ethics - Expertise
• “Specialties”
– Yelp
– LinkedIn (not likely an issue anymore)
– NYSBA Opinion 972 (6/26...
JurisPage.com
Ethics - Blogs
• Concerns about blogging?
JurisPage.com
Ethics - Blogs
• Concerns about blogging?
– Advertising ethics issues
– Blogging about clients
– Getting sue...
JurisPage.com
Ethics - Blogs
• A blog is not an attorney advertisement unless
the “primary purpose” of the blog is for the...
JurisPage.com
Ethics - Blogs
• “Advertisement”
• “any public or private communication made
by or on behalf of a lawyer or ...
JurisPage.com
Ethics - Blogs
• Hunter v. VA State Bar
• VA criminal defense law firm has blog
posts, where every blog post...
JurisPage.com
Ethics – Blogs
• Blogging about clients
• Need written permission if on-going matter
• In re Pershek (2009)
...
JurisPage.com
Ethics – Blogs and Stock Photos
• Rule 7.1 (c)
• No fictionalization of a law firm w/o disclosure
• Stock ph...
JurisPage.com
Ethics - Advertising
• Rule 7.1(q)
• “A lawyer may accept employment that results
from participation in acti...
JurisPage.com
Ethics - Advertising
• Rule 7.1(r)
• Without affecting the right to accept
employment, a lawyer may speak pu...
JurisPage.com
Ethics - Advertising
• “Recognition of legal problems” (Cmt. 9 to 7.1)
• Lawyers should encourage and partic...
JurisPage.com
Ethics - URLs
• 7.5 (e) – Website URL
• A lawyer or law firm may utilize a domain name
for an internet web s...
JurisPage.com
Ethics - URLs
• Winlawyers.com vs. nycriminaldefense.com
JurisPage.com
Ethics - URLs
• Cmt. 2 to 7.5
• Can always use your firm name or an abbrev.
• Can use practice area (e.g. re...
JurisPage.com
Ethics - URLs
• 2003-01: Lawyers’ and Law Firms’ Selection
and Advertising of Internet Domain Names
– The we...
JurisPage.com
Ethics - URLs
• Antonelli-Legal.com
• MEN-Law.com
• HeaneyDisabilityLaw.com
• NYChapter7lawyers.com
• NYInju...
JurisPage.com
Ethics – Referral Fees
• Rule 7.2 – referral fees
• Totalbankruptcy.com referral fees case
– 5 attorneys fou...
JurisPage.com
Ethics – Referral Fees
• Rule 7.2 – referral fees
• Paying “subscription fees” for advertisements
– The line...
JurisPage.com
Ethics – Outsourcing Marketing
• You can’t outsource ethics to your legal
marketing / SEO team
• Adwords, bl...
JurisPage.com
Ethics – Internet Marketing
JurisPage.com
Ethics – Internet Marketing
JurisPage.com
Ethics - Retention
• Rule 7.1 (k)
• Retain computer-based advertisements for 1
year
• Retain website redesig...
JurisPage.com
Ethics - Judges
• Don’t tweet during a trial, you’ll regret it
• Friending judges is tricky…
• Don’t blog ab...
JurisPage.com
Ethics - Judges
• Don’t write a blog post about a judge
• NY lawyer suspended for 5 years
• Attorney wrote a...
JurisPage.com
Ethics - Judges
• Rule 8.4 (d)
• A lawyer shall not: . . . engage in conduct that
is prejudicial to the admi...
JurisPage.com
Ethics - Judges
• Rule 8.5
• (a) A lawyer shall not knowingly make a false
statement of fact concerning the
...
JurisPage.com
Ethics - Judges
• Rule 3.5 (a)
• A lawyer shall not:
• (1) seek to or cause another person to
influence a ju...
JurisPage.com
Ethics - Judges
• Rule 3.6
• No extrajudicial statements the lawyer “knows
or reasonably should know” will b...
JurisPage.com
Ethics - Judges
• Rule 8.1
• No false statements concerning the
quality, integrity, or conduct of judges
JurisPage.com
Ethics - Judges
• Domville v. State (Fla. Jan. 2012)
• Judge friend requested a prosecutor in the
case
JurisPage.com
Ethics - Judges
• Chace v. Loisel (Fla. Jan. 2014)
• Judge friend requested a litigant in an ongoing
case
JurisPage.com
Ethics - Judges
• Matter of Terry (N.C. 2009)
• Attorney messaged judge on Facebook
regarding a pending case
JurisPage.com
Ethics - Judges
• Florida State Bar v. Conway (Fla. 2008)
• Blog criticizing judge as “unfair witch”
• Publi...
JurisPage.com
Ethics - Judges
Las Vegas substitute judge sacked
JurisPage.com
Ethics - Advertising
• Matter of Dannitte Mays Dickey (S.C. 2012)
• Attorney made false statements on his
we...
JurisPage.com
JurisPage.com
References
• http://jurispage.com/category/ethics/
JurisPage.com
Thank You
Andrew Cabasso
Phone: (800) 863-7603
Email: andrew@jurispage.com
Twitter: @andycabasso
LinkedIn: l...
Upcoming SlideShare
Loading in...5
×

Your Law Firm's Internet Presence CLE at NYCLA, Presented by Andrew Cabasso and JurisPage

540

Published on

Slide Deck from NYCLA's March 21, 2014 Bridge-the-Gap CLE Segment "Your Law Firm's Internet Presence" by Andrew Cabasso and JurisPage.

Topics include:
- Setting Up Your Law Firm's "@yourfirm.com" Email (and why you need to stop using @aol.com and @gmail.com)
- Social Media Dos and Don'ts
- Creating a Law Firm Website (how to effectively represent your law firm online
- Search Engine Optimization (SEO) Overview and Tips
- Internet Marketing Tips (setting up and monitoring your PPC campaign)
- Attorney Ethics Issues Online (Topics include Blog Ethics, Website Disclaimers, URLs, Judges, Advertising, Review Sites, and Astroturfing)

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
540
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Show of hands – who here knows someone using AOL for their emailKeep the hands up – how about Gmail?
  • This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
  • This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
  • This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
  • This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
  • This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
  • If you’re serious about security and controlling your own infrastructure (or you’re a masochist, or have more money than you know how to spend)
  • 1) SEO: Google’s search algorithm cares about social media sharing2) Go where potential clients are3) Engage other professionalsEither use it or don’t – don’t half-use it
  • Possibly talk about Findlaw here
  • Possibly talk about Findlaw here
  • Possibly talk about Findlaw here
  • Ask if anyone has had good marketing success and if so what have they done
  • How many people know how much money they spend in online advertising per lead? Per client? This information can be obtained, so if you don’t know you better get a new marketing firm.
  • http://www.greatlegalmarketing.com/library/Conn_Disciplinary_Chief_Zelotes_v_Chern_Memorandum.pdf
  • http://www.greatlegalmarketing.com/library/Conn_Disciplinary_Chief_Zelotes_v_Chern_Memorandum.pdf
  • Created a “well founded fear” of bias
  • Judge friend requested a female litigant in a divorce case. Under advice of counsel, client did not respond. The judge awarded most of the marital debt to that client and gave the opposing party disproportionately excessive alimony.It’s ex-parte communication; 2. it’s grounds for recusal.Second, court goes against Domville saying that a judge friending an attorney is not grounds for recusal.
  • Amounted to ex parte communicationsJudge reprimandedAttorney posted “I hope I’m in my last day of trial” Judge responded yes.
  • A local prosecutor in Vegas was a substitute judge.Demonstrated bias against prosecution.Lost his job because one of his interests on MySpace was - “Breaking my foot off in a prosecutor’s ass.” and improving my ability to”Jonathan MacArthur, a 34-year-old criminal defense attorney, listed among his interests beating prosecutors and used a graphic phrase that he said was common “among blacks, people who associate with blacks or in a sports context.”
  • Young attorney didn’t know what he was doingMade up practice areas he served though he didn’t and had no experienceDickey, a 2008 law grad, violated lawyer ethics rules by falsely stating on the websites that he had graduated from law school in 2005 and falsely stating he had handled matters in federal court, the court said. He also listed about 50 practice areas in which he had little or no experience.He also set up Internet profiles at LinkedIn, lawyers.com and other online directories that contained “material misrepresentations of fact by overstating and exaggerating respondent's reputation, skill, experience and past results,” the court said.
  • Your Law Firm's Internet Presence CLE at NYCLA, Presented by Andrew Cabasso and JurisPage

    1. 1. JurisPage.com Your Law Firm’s Internet Presence CLE Friday March 21, 2014 An Andrew Cabasso and JurisPage Joint
    2. 2. JurisPage.com Overview • Email • Social Media • Your Website • SEO • Internet Marketing • Ethics
    3. 3. JurisPage.com Email
    4. 4. JurisPage.com
    5. 5. JurisPage.com Your Email Address You want yourname@yourlawfirm.com 4 Steps
    6. 6. JurisPage.com Your Email Address: Step 1 $10/year Buy a .com domain
    7. 7. JurisPage.com Your Email Address: Step 2 Find an e-mail host provider Most likely your registrar offers email too (Godaddy, 1&1, Rackspace, etc. all have inexpensive plans) $5 / user / month Google Apps Freefor up to 5 users Zoho
    8. 8. JurisPage.com Your Email Address: Step 3 Change your MX records Go to your domain registrar settings to change the e-mail records (called “MX records”) following your e-mail host’s instructions* *if you get your email from your domain provider, this is not necessary
    9. 9. JurisPage.com Your Email Address: Step 4 Configure your e-mail client Follow your e-mail host’s instructions (this will let you access your email via Outlook or your phone).
    10. 10. JurisPage.com Alternatively… • Option B: Mail server – Cost – Security – Stability – Scalability – IT guy
    11. 11. JurisPage.com Social Media
    12. 12. JurisPage.com Why Engage in Social Media?
    13. 13. JurisPage.com Why Engage in Social Media? 1) SEO: Google’s search algorithm cares about social media sharing 2) Go where potential clients are 3) Engage other professionals Either use it or don’t – don’t half-use it
    14. 14. JurisPage.com Which Social Networks? • Google+ • LinkedIn • Twitter • Quora • Esqspot Focus on 1 or 2 • Facebook • Pinterest • Meetup
    15. 15. JurisPage.com Google+ • Highest SEO ROI • G+ gets “authorship” for blog posts
    16. 16. JurisPage.com LinkedIn Have a Company page that your current employees can join, a personal profile so that clients can give testimonials
    17. 17. JurisPage.com Twitter
    18. 18. JurisPage.com Twitter • Link to blog posts • Discuss events in your practice area that don’t warrant a blog post • Engage other attorneys
    19. 19. JurisPage.com Quora A Q&A website – use it to answer relevant questions in your practice area and build authority
    20. 20. JurisPage.com Esqspot In-person networking / online community
    21. 21. JurisPage.com Hootsuite
    22. 22. JurisPage.com Hootsuite • Saves time, posts to every social network simultaneously • Scheduled posts
    23. 23. JurisPage.com Websites
    24. 24. JurisPage.com
    25. 25. JurisPage.com Things You Need to Have a Website 1. Domain: yourfirm.com 2. Hosting: to make your site accessible 3. Website: preferably using a CMS like Wordpress
    26. 26. JurisPage.com What’s a Website For Anyway?
    27. 27. JurisPage.com What’s a Website For Anyway? • Getting new leads • Convincing current leads to become clients • Establishing authority in your niche among other attorneys
    28. 28. JurisPage.com What it Should Have 1. Clear indication of the type of law you practice 2. Contact: Forms and Phone Number 3. Attorney Bios 4. Practice area pages for each type of case 5. Social Proof: Testimonials/Verdicts/Settlements 6. Professional design / layout
    29. 29. JurisPage.com Make it Mobile-Friendly ? % web traffic from mobile
    30. 30. JurisPage.com Make it Mobile-Friendly 40% % web traffic from mobile Google’s algorithm penalizes non-mobile sites
    31. 31. JurisPage.com Mobile-Friendly Example Not Mobile-Friendly Mobile-Friendly
    32. 32. JurisPage.com Websites – Mobile Sites http://boss.blogs.nytimes.com/2014/01/08/making-sure-your-website-is-ready-for-smartphones/
    33. 33. JurisPage.com Getting it Built: DIY Wordpress, Wix, Godaddy Pros • Cheap • You’ll know how to update your content Cons • Steep learning curve • Hard to design • Have to worry about ethics rules • Bad SEO
    34. 34. JurisPage.com Getting it Built: Professional Use a Legal-Focused Developer Ask Them: Be Careful:
    35. 35. JurisPage.com Getting it Built: Professional Use a Legal-Focused Developer Ask Them: • Will it be mobile-friendly? • Will I be able to update it myself? • If not, will you update it? • What CMS will you use? • Use Wordpress if possible • Will it be SEO-ready? • Sitemap, Meta Tags, Content • How fast will it load • Under 3 seconds is best • Can I see an example of your work? Be Careful:
    36. 36. JurisPage.com Getting it Built: Professional Use a Legal-Focused Developer Ask Them: • Will it be mobile-friendly? • Will I be able to update it myself? • If not, will you update it? • What CMS will you use? • Use Wordpress if possible • Will it be SEO-ready? • Sitemap, Meta Tags, Content • How fast will it load • Under 3 seconds is best • Can I see an example of your work? Be Careful: • Don’t use other peoples’ content • Templates can be boring • Make sure your site isn’t available through both www.yoursite.com and yoursite.com • Make sure they’re accessible
    37. 37. JurisPage.com Building a Second Website • Useful for class actions • Geared towards a specific client type • Plaintiff / defendant sites
    38. 38. JurisPage.com Search Engine Optimization
    39. 39. JurisPage.com
    40. 40. JurisPage.com
    41. 41. JurisPage.com I Want My Site to Come Up in Google! On Site • Page Content • Meta Tags • Interlinking • Posting Frequency • Page Speed • Mobile Readiness Off Site • Backlinks – Quality > Quantity • Social Mentions • Social Profiles • Directory Profiles
    42. 42. JurisPage.com Blog, Blog, Blog • Blogging makes you an authority • Fresh content tells Google your website is still relevant • Differentiate yourself • Networking and referrals On Site
    43. 43. JurisPage.com Keys to Good Blogging • Write for readers, not machines • Stay current • Stay consistent • Be patient! On Site
    44. 44. JurisPage.com Use Key Language Optimize keywords Some Popular Attorney-Related Keyword Descriptors I’ve Come Across: Aggressive Top Affordable Cheap Best Local And… yes, unfortunately “attornies” On Site
    45. 45. JurisPage.com Hurdles to Blogging • “I’m too busy” – Outsource • “What would I write about” Blog Topic Suggestions: On Site
    46. 46. JurisPage.com Hurdles to Blogging • “I’m too busy” – Outsource • “What would I write about” Blog Topic Suggestions: Newly decided cases Recently enacted laws Recent controversies Information on your practice area for the non-lawyer / potential client On Site
    47. 47. JurisPage.com Privacy Policy No one reads them except 1. The lawyers who write them 2. The developer who copies one and substitutes his/her company name 3. Search engine robots On Site
    48. 48. JurisPage.com 7 Ways to Increase Backlinks 1. Local Business Directories 2. Social SEO 3. Lawyer Directories 4. Guest Posting 5. Forum Posts / Blog Comments 6. RSS 7. Press Releases Off Site
    49. 49. JurisPage.com Local Business Directories • Google Places • Getlisted.org Off Site
    50. 50. JurisPage.com Social SEO • Social media sites (as much as some of us may hate them) are vehicles for linking your content for SEO • LinkedIn • Twitter • Facebook • Quora Off Site
    51. 51. JurisPage.com Lawyer Directories • Reach many more visitors of popular legal websites that get top organic billing • Lawyers.com/Lexis/Martindale • SuperLawyers • FindLaw PageRanks for Legal Directories FindLaw - 7 SuperLawyers - 7 Avvo - 6 Lexis - 6 Martindale - 7 Lawyers.com - 7 Off Site
    52. 52. JurisPage.com Reputation Management If you get a bad review somewhere, it’s not the end of the world. There are PR firms and SEO firms that specialize in burying bad reviews. Off Site
    53. 53. JurisPage.com SEO Tools • Google Analytics – Monitor website traffic • Google Webmaster Tools – Sitemaps, inbound link analysis, keyword analysis • Google Keyword Tool – Analyze prospective keywords • Pingdom Website Speed • Feedburner – Create RSS feed for your content / blog • Keyword Position – Where does your site show up for a particular keyword? Tools
    54. 54. JurisPage.com Google Analytics Tools
    55. 55. JurisPage.com Google Webmaster Tools Tools
    56. 56. JurisPage.com Pingdom Website Speed Tools
    57. 57. JurisPage.com FeedBurner Tools
    58. 58. JurisPage.com Keyword Position Tool Tools
    59. 59. JurisPage.com Internet Marketing
    60. 60. JurisPage.com
    61. 61. JurisPage.com Internet Marketing Advertising in Google, Bing, and Facebook can get clients to your website (through the front door). Once they’re there, it’s up to your website to get them to stay with you.
    62. 62. JurisPage.com Keys to Success
    63. 63. JurisPage.com Keys to Success 1. Use landing pages! 2. Track your campaigns carefully 3. Test changes 4. Try different marketing channels 5. Abandon campaigns that aren’t working
    64. 64. JurisPage.com Example Landing Page
    65. 65. JurisPage.com Landing Page Basics • Eliminate distractions: navigation, social links, extraneous information • Align landing page copy with ad copy • Include social proof • Have a clear call to action
    66. 66. JurisPage.com Track Your Campaign ROI
    67. 67. JurisPage.com Track Your Campaign ROI • Review keywords periodically • Track ad click through rate • First page vs. top-page cost • Track conversions $/Lead $/Client
    68. 68. JurisPage.com Test Changes • Keywords • Ad Copy • Landing Page Copy • Landing Page Geography • Geography • Time of Day
    69. 69. JurisPage.com Try Different Channels Directories Search Engines Social Networks Retargeting
    70. 70. JurisPage.com Ethics
    71. 71. JurisPage.com Ethics – Attorney Advertising • ATTORNEY ADVERTISING 7.1(f) • “Prior results do not guarantee a similar outcome” 7.1(e)
    72. 72. JurisPage.com Ethics - Expectations • Cmt. 12 to 7.1 • Non-comparative characteristics are permissible statements even though not factually supported • “Hard-working” “dedicated” = yes • “Best” “hardest-working” = no • “Big $$$” “We win big” = no - expectation
    73. 73. JurisPage.com Ethics - Expectations • Board of Managers of 60 E. 88th St. v. Adam Leitman Bailey, PC – Firm advertising highlighted that it “gets results” – Judge cut fees from $112,000 to $60,000
    74. 74. JurisPage.com Ethics - Astroturfing Yelp, Inc. v. McMillan Law Group, Inc.
    75. 75. JurisPage.com Ethics - Astroturfing
    76. 76. JurisPage.com Ethics - Astroturfing • Rule 7.2 – A lawyer shall not compensate or give anything of value to a person or organization to recommend or obtain employment by a client, or as a reward for having made a recommendation resulting in employment by a client
    77. 77. JurisPage.com Ethics - Astroturfing • Rule 7.1 – (a) A lawyer or law firm shall not use or disseminate or participate in the use or dissemination of any advertisement that: (1) contains statements or claims that are false, deceptive or misleading; or (2) violates a Rule
    78. 78. JurisPage.com Ethics - Expertise • “Specialties” – Yelp – LinkedIn (not likely an issue anymore) – NYSBA Opinion 972 (6/26/13)
    79. 79. JurisPage.com Ethics - Blogs • Concerns about blogging?
    80. 80. JurisPage.com Ethics - Blogs • Concerns about blogging? – Advertising ethics issues – Blogging about clients – Getting sued – Defamation
    81. 81. JurisPage.com Ethics - Blogs • A blog is not an attorney advertisement unless the “primary purpose” of the blog is for the retention of the lawyer • NYSBA Opinion 967 (6/5/13)
    82. 82. JurisPage.com Ethics - Blogs • “Advertisement” • “any public or private communication made by or on behalf of a lawyer or law firm about that lawyer or law firm’s services, the primary purpose of which is for the retention of the lawyer or law firm.”
    83. 83. JurisPage.com Ethics - Blogs • Hunter v. VA State Bar • VA criminal defense law firm has blog posts, where every blog post is about his firm – Disciplined by state bar b/c no advertising disclaimer, taking First Am. Position – VA S.ct. concluded that his blog was atty advertising
    84. 84. JurisPage.com Ethics – Blogs • Blogging about clients • Need written permission if on-going matter • In re Pershek (2009) – Pub defender referred to crim clients in blog, tried to anonymize them but did a bad job • Anyone could’ve put pieces together to see who she wrote about • Non-Confidential info may still be embarrassing to client – Don’t get to that level
    85. 85. JurisPage.com Ethics – Blogs and Stock Photos • Rule 7.1 (c) • No fictionalization of a law firm w/o disclosure • Stock photos 16 instances
    86. 86. JurisPage.com Ethics - Advertising • Rule 7.1(q) • “A lawyer may accept employment that results from participation in activities designed to educate the public to recognize legal problems, to make intelligent selection of counsel or to utilize available legal services.”
    87. 87. JurisPage.com Ethics - Advertising • Rule 7.1(r) • Without affecting the right to accept employment, a lawyer may speak publicly or write for publication on legal topics so long as the lawyer does not undertake to give individual advice.
    88. 88. JurisPage.com Ethics - Advertising • “Recognition of legal problems” (Cmt. 9 to 7.1) • Lawyers should encourage and participate in educational and public-relations programs concerning the legal system, with particular reference to legal problems that frequently arise. A lawyer’s participation in an educational program is ordinarily not considered to be advertising because its primary purpose is to educate and inform rather than to attract clients.
    89. 89. JurisPage.com Ethics - URLs • 7.5 (e) – Website URL • A lawyer or law firm may utilize a domain name for an internet web site that does not include the name of the lawyer or law firm provided: (1) all pages of the web site clearly and conspicuously include the actual name of the lawyer or law firm; (2) the lawyer or law firm in no way attempts to engage in the practice of law using the domain name; (3) the domain name does not imply an ability to obtain results in a matter;
    90. 90. JurisPage.com Ethics - URLs • Winlawyers.com vs. nycriminaldefense.com
    91. 91. JurisPage.com Ethics - URLs • Cmt. 2 to 7.5 • Can always use your firm name or an abbrev. • Can use practice area (e.g. realestatelaw.com) – 1. Must have firm name on every page – 2. Can’t say “contact realestatelaw.com” unless firm name is included in the ad – 3. No implied results • E.g. no “win-your-case.com”
    92. 92. JurisPage.com Ethics - URLs • 2003-01: Lawyers’ and Law Firms’ Selection and Advertising of Internet Domain Names – The web site bearing the domain name must clearly and conspicuously identify the actual law firm name; the domain name must not be false, deceptive or misleading; the name must not imply any special expertise or competence, or suggest a particular result; and, it must not be used in advertising as a substitute identifier of the firm.
    93. 93. JurisPage.com Ethics - URLs • Antonelli-Legal.com • MEN-Law.com • HeaneyDisabilityLaw.com • NYChapter7lawyers.com • NYInjuryVerdicts.com • NYInjuryExperts.com
    94. 94. JurisPage.com Ethics – Referral Fees • Rule 7.2 – referral fees • Totalbankruptcy.com referral fees case – 5 attorneys found to violate 7.2 (in CT)
    95. 95. JurisPage.com Ethics – Referral Fees • Rule 7.2 – referral fees • Paying “subscription fees” for advertisements – The line: paying “per referral” • Subscription services – Martindale/Lexis, Avvo, Superlawyers, Findlaw, Tot alattorneys
    96. 96. JurisPage.com Ethics – Outsourcing Marketing • You can’t outsource ethics to your legal marketing / SEO team • Adwords, blog posts, SEO done by a third- party can’t violate the rules • If you outsource, make sure they know the attorney ethics rules, what they can / can’t do
    97. 97. JurisPage.com Ethics – Internet Marketing
    98. 98. JurisPage.com Ethics – Internet Marketing
    99. 99. JurisPage.com Ethics - Retention • Rule 7.1 (k) • Retain computer-based advertisements for 1 year • Retain website redesigns for at least 90 days
    100. 100. JurisPage.com Ethics - Judges • Don’t tweet during a trial, you’ll regret it • Friending judges is tricky… • Don’t blog about a pending case or judge • Rules 3.5, 8.2, 8.4
    101. 101. JurisPage.com Ethics - Judges • Don’t write a blog post about a judge • NY lawyer suspended for 5 years • Attorney wrote a blog post to campaign for the attorney’s client who was imprisoned after being held in contempt by the judge • The blog named the judge, tried to create a campaign to pressure the judge to free the client
    102. 102. JurisPage.com Ethics - Judges • Rule 8.4 (d) • A lawyer shall not: . . . engage in conduct that is prejudicial to the administration of justice
    103. 103. JurisPage.com Ethics - Judges • Rule 8.5 • (a) A lawyer shall not knowingly make a false statement of fact concerning the qualifications, conduct or integrity of a judge or other adjudicatory officer or of a candidate for election or appointment to judicial office.
    104. 104. JurisPage.com Ethics - Judges • Rule 3.5 (a) • A lawyer shall not: • (1) seek to or cause another person to influence a judge, official or employee of a tribunal by means prohibited by law . . .
    105. 105. JurisPage.com Ethics - Judges • Rule 3.6 • No extrajudicial statements the lawyer “knows or reasonably should know” will be publicly disseminated and can prejudice the matter
    106. 106. JurisPage.com Ethics - Judges • Rule 8.1 • No false statements concerning the quality, integrity, or conduct of judges
    107. 107. JurisPage.com Ethics - Judges • Domville v. State (Fla. Jan. 2012) • Judge friend requested a prosecutor in the case
    108. 108. JurisPage.com Ethics - Judges • Chace v. Loisel (Fla. Jan. 2014) • Judge friend requested a litigant in an ongoing case
    109. 109. JurisPage.com Ethics - Judges • Matter of Terry (N.C. 2009) • Attorney messaged judge on Facebook regarding a pending case
    110. 110. JurisPage.com Ethics - Judges • Florida State Bar v. Conway (Fla. 2008) • Blog criticizing judge as “unfair witch” • Public reprimand
    111. 111. JurisPage.com Ethics - Judges Las Vegas substitute judge sacked
    112. 112. JurisPage.com Ethics - Advertising • Matter of Dannitte Mays Dickey (S.C. 2012) • Attorney made false statements on his website • Used the word “specialist” • Public reprimand
    113. 113. JurisPage.com
    114. 114. JurisPage.com References • http://jurispage.com/category/ethics/
    115. 115. JurisPage.com Thank You Andrew Cabasso Phone: (800) 863-7603 Email: andrew@jurispage.com Twitter: @andycabasso LinkedIn: linkedin.com/pub/andrew-cabasso/a/770/614 Blog: jurispage.com/blog Slides available at slideshare.com/jurispage Free SEO for Lawyers eBook available at jurispage.com/ebook

    ×