Get New Law Firm Clients - Improving Your Internet Presence

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This in-depth guide with specific action points will help your law firm improve its internet presence, enabling you to get more clients for your law firm. This guide includes topics on 1) getting an …

This in-depth guide with specific action points will help your law firm improve its internet presence, enabling you to get more clients for your law firm. This guide includes topics on 1) getting an @yourlawfirmname.com email address to be more professional; 2) improving your website to get more clients calling you; 3) using SEO to improve yourr website's placement in search engine results; 4) internet marketing strategies; and 5) effective use of social media to get new clients.

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  • 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.”
  • 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.”
  • Google’s search algorithm now penalizes websites that aren’t “responsive” or mobile-ready. A responsive website changes its dimensions when it is viewed on a smaller screen. For example, on a mobile device, the menu may appear on a small drop-down as opposed to being a long bar that goes the entire screen width.
  • Google’s search algorithm now penalizes websites that aren’t “responsive” or mobile-ready. A responsive website changes its dimensions when it is viewed on a smaller screen. For example, on a mobile device, the menu may appear on a small drop-down as opposed to being a long bar that goes the entire screen width.
  • A Call to Action or CTA is the engagement activity a website has to get a visitor to become a paying client. For a law firm website, it would be either a “Call Us” text box with a phone number or a contact form.
  • A Call to Action or CTA is the engagement activity a website has to get a visitor to become a paying client. For a law firm website, it would be either a “Call Us” text box with a phone number or a contact form.
  • Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
  • Here is a contact form. For attorneys, we recommend including a Phone Number box so you can call your prospective client right away.
  • Displaying a phone number prominently encourages site visitors to give you a call to get more information on their potential case.
  • Displaying a phone number prominently encourages site visitors to give you a call to get more information on their potential case.
  • Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
  • Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
  • Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
  • Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
  • Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
  • Contact forms allow users to send you their information so you can call them to follow up on their inquiries.

Transcript

  • 1. Your Law Firm’s Internet Presence Andrew Cabasso JurisPage Law Firm Web Design | SEO | Internet Marketing For Attorneys by Attorneys JurisPage.com
  • 2. Overview • Email • Your Website • SEO – Lawyer Directories – Local Directories • Internet Marketing • Social Media JurisPage.com
  • 3. Your Email Address • The most common offender • You’re using an @aol.com or @gmail.com e- mail address to correspond with clients. JurisPage.com
  • 4. Stop it. JurisPage.com
  • 5. Your Email Address As of 2013, corresponding with clients from an @aol.com e-mail address, or any e-mail address that isn’t “@yourfirmname.com” is unprofessional. JurisPage.com
  • 6. Your Email Address Getting a domain-name email address is easy and you can still use your Gmail or AOL e-mail software to answer emails sent to your “@yourfirmname.com” domain. JurisPage.com
  • 7. Your Email Address There are four main steps to getting an “@yourfirmname.com” -type e-mail address JurisPage.com
  • 8. Your Email Address 1. Buy a .com domain through a domain registrar (if you don’t have one already). Popular options are godaddy.com, enom.com, and namecheap.com JurisPage.com
  • 9. Your Email Address 2. Find an e-mail host provider (Gmail offers hosted email for $5/month per user; Zoho.com is a great free alternative if you have 5 or fewer users) JurisPage.com
  • 10. Your Email Address 3. Go to your domain registrar settings to change the e-mail records following your e-mail host’s instructions JurisPage.com
  • 11. Your Email Address 4. Configure your e-mail client software and smartphone following your e-mail host’s instructions. JurisPage.com
  • 12. Your Email Address Professional email address. Done. JurisPage.com
  • 13. Your Website Things You’re Doing Right: – You Have a website JurisPage.com
  • 14. Your Website First let’s step back and get a big-picture view JurisPage.com
  • 15. Your Website Why do you have a website for your law firm? JurisPage.com
  • 16. Your Website Two reasons: JurisPage.com
  • 17. Your Website Two reasons: 1) Branding – representing your firm’s identity online JurisPage.com
  • 18. Your Website Two reasons: 1) Branding – representing your firm’s identity online 2) More importantly, getting new clients JurisPage.com
  • 19. Your Website • Your website’s main purpose is to get prospective clients to: 1) Trust your lawyering abilities based on a cursory view of your site content; and 2) Pick up the phone to call you JurisPage.com
  • 20. That’s it JurisPage.com
  • 21. Your Website Your website’s purpose is simple, and should be single-minded in its goal to get new clients JurisPage.com
  • 22. So You Have a Website People can find your firm JurisPage.com
  • 23. So You Have a Website People can find your firm Nearly all prospective clients referred to you will look up your website JurisPage.com
  • 24. You Have a Website What’s going to happen next? JurisPage.com
  • 25. You Have a Website Will a visitor call you or will they Google another law firm? JurisPage.com
  • 26. You Have a Website • This is the “Conversion Moment” • This is where clients decide to give you a call or go with another law firm JurisPage.com vs
  • 27. You Have a Website There are several steps to take to improve your website and control the Conversion Moment JurisPage.com
  • 28. What hinders conversion? • Not Mobile-Ready • No Clear “Call To Action” • No “Social Proof” • Not Blogging • No Analytic Tracking JurisPage.com
  • 29. No Mobile Readiness Your site should be viewable on a mobile device. JurisPage.com
  • 30. No Mobile Readiness Mobile devices account for up to 40% of web traffic. JurisPage.com
  • 31. No Mobile Readiness • If your website is mobile-ready: great. • If not: tell your web designer to make your site mobile. It pays dividends. JurisPage.com
  • 32. No Mobile Readiness Google’s algorithm now penalizes non-mobile websites and can bury your site in search results, causing you to miss out on clients. JurisPage.com
  • 33. No Clear Call To Action Your Website should encourage people to contact you. If you don’t, you may be losing potential clients. JurisPage.com
  • 34. No Clear Call To Action Your Website should encourage people to contact you. If you don’t, you may be losing potential clients. Being subtle doesn’t get you paying clients. JurisPage.com
  • 35. No Clear Call To Action Include a contact form on each page of your website, preferably in either a sidebar or at the bottom of each page. JurisPage.com
  • 36. JurisPage.com Call To Action Make it so the visitor has to make the littlest amount of effort to be able to reach you. Include a contact box on the side or bottom of every page on your site.
  • 37. Call To Action A phone number at the top of each page reminds visitors that they can call you to get more information. JurisPage.com
  • 38. Call To Action A website can’t tell a visitor if they have a case, but it can tell them to contact you to find out if they do. JurisPage.com
  • 39. No Social Proof People are more likely to use your services if they are recommended from a friend or someone else who can vouch for you. JurisPage.com
  • 40. No Social Proof The client needs to be sure that you are capable of doing a good job, after all, they may be spending a lot of money on your services. JurisPage.com
  • 41. No Social Proof Your website can build social proof in a few ways: 1) Testimonials 2) Results 3) Honors / Memberships 4) Blogging JurisPage.com
  • 42. No Social Proof Testimonials JurisPage.com
  • 43. No Social Proof Results JurisPage.com
  • 44. No Social Proof Honors / Membership JurisPage.com
  • 45. You’re Not Blogging Start doing it now JurisPage.com
  • 46. Why Blogging? • More website traffic • Blogging gives you authority (“social proof”) • Differentiate yourself from other law firms • Networking and referral potential • Better SEO (more relevant blog posts on your law firm’s practice areas will make Google prefer your law firm website in search results) JurisPage.com
  • 47. Hurdles to Blogging “What Would I Write About?” JurisPage.com Blog Topic Suggestions: Newly decided cases Recently enacted laws Recent controversies Information on your practice area for the non-lawyer / potential client
  • 48. Hurdles to Blogging “I’m too busy” • Outsource It – Legal interns – Summer associates – Paralegals – Entry-level associates – Paid bloggers JurisPage.com
  • 49. Blogging Tips • Stay current • Stay consistent • Write interesting, readable content JurisPage.com
  • 50. You Don’t Have Analytics Wouldn’t you like to be able to see what pages your website visitors are looking at and how long they are staying there? JurisPage.com
  • 51. You Don’t Have Analytics Google Analytics does just that. It is your ultimate tool to monitor your Conversion Moment and help you to improve your conversion rate. JurisPage.com
  • 52. You Don’t Have Analytics Google Analytics monitors every quantifiable aspect of your website traffic. It breaks down your visitors’ geography, what site got them to your website, what keywords they searched for to reach you, and how much time was spent on your website. JurisPage.com
  • 53. Analytics JurisPage.com
  • 54. Analytics This tool tells you what is and isn’t working when it comes to your law firm’s Internet presence. It prevents you from flying blind and trying everything to get new visitors. JurisPage.com
  • 55. Google Analytics JurisPage.com Longer visits mean a higher conversion rate. Keep visitors on your site with interesting content.
  • 56. SEO. What is that? JurisPage.com
  • 57. SEO. What is that? Search engine optimization = getting your website to appear in Google. JurisPage.com
  • 58. SEO vs. Internet Marketing JurisPage.com
  • 59. JurisPage.com
  • 60. SEO vs. Internet Marketing • SEO = organic search engine traffic • Internet marketing = paid advertisements JurisPage.com
  • 61. How SEO Works Search engine algorithms prefer content that other reliable websites provide links to JurisPage.com
  • 62. How SEO Works Search engine algorithms prefer content that other reliable websites provide links to Google, for example, ranks websites based on their reliability, and any links that come from the higher-ranked websites are given preference in search engine results (PageRank) JurisPage.com
  • 63. PageRank JurisPage.com Some Popular Website PageRanks: New York Times: 9 Wikipedia: 9 YouTube: 9 Westlaw: 8 Lexis Nexis: 7
  • 64. JurisPage.com Low PageRank Law Blogs WestLaw Example of how Google’s algorithm works – higher quality links boost your website’s reputation
  • 65. SEO For Lawyers More high-quality links to your website means better search engine results placement. Good Website Content (e.g. blog) -> More Links JurisPage.com
  • 66. Legal Directories • Reach many more visitors of popular legal websites that get top organic billing • Lawyers.com/Lexis/Martindale • SuperLawyers • FindLaw JurisPage.com PageRanks for Legal Directories FindLaw - 7 SuperLawyers - 7 Avvo - 6 Lexis - 6 Martindale - 7 Lawyers.com - 7
  • 67. Local Directory Placement List Your Website in Google Places JurisPage.com
  • 68. Local Directory Placement If Google knows where your law firm is located, it can recommend your website to people looking for attorneys in your region. JurisPage.com
  • 69. Local Directory Placement Signing up for a local directory site like Google Places, Manta, and Avvo can get you more exposure and also increase SEO. JurisPage.com
  • 70. Internet Marketing Advertising in Google and Bing 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. JurisPage.com
  • 71. Internet Marketing JurisPage.com
  • 72. Internet Marketing With Google Adwords, you can target your ads at specific keywords (e.g. “criminal defense lawyer” or “criminal defense attorney”) and limit your advertising to a particular region (e.g. New York City) so that you’re reaching the people who are searching for your services in your region. JurisPage.com
  • 73. Internet Marketing Law firm internet marketing can also include paying a monthly subscription to websites like Lexis / Martindale, Findlaw, and Legalmatch.com to join their lawyer directories and get leads. JurisPage.com
  • 74. Social Media Using social media is good for SEO and can get you new clients. Google’s search algorithm cares about social media sharing. JurisPage.com
  • 75. Social Media Social media sites (as much as some of us may hate them) are vehicles for linking your content for SEO and reaching a new audience. • LinkedIn • Twitter • Facebook • Quora JurisPage.com
  • 76. LinkedIn Have a Company page that your current employees can join. JurisPage.com
  • 77. LinkedIn Use it to post interesting new information, like new hires, case results, high-profile clients, and awards / recognition. JurisPage.com
  • 78. LinkedIn Link to your new blog posts. JurisPage.com
  • 79. Twitter As with LinkedIn, use it to link to your new blog posts. JurisPage.com
  • 80. Twitter Discuss new events in your practice area that don’t warrant a blog post. JurisPage.com
  • 81. Twitter Engage other attorneys who may be able to refer you business. JurisPage.com
  • 82. Facebook Same deal here, use it to link to your new blog posts and use it to post new events. JurisPage.com
  • 83. Quora A Q&A website – use it to answer relevant questions in your practice area. JurisPage.com
  • 84. Quora Become an Internet authority. JurisPage.com
  • 85. Quora Write blog posts about relevant topics and provide links to them in answered questions. JurisPage.com
  • 86. HootSuite A free app that allows you to integrate all your social media accounts in one place, and post new blog post links to every social media account simultaneously, saving you time. JurisPage.com
  • 87. HootSuite JurisPage.com
  • 88. Bringing it Home Here are some action point takeaways from this slide deck: JurisPage.com
  • 89. Bringing it Home Here are some action point takeaways from this slide deck: 1) Use a professional @yoursite.com email address 2) Create a website geared towards converting visitors to prospective clients – Contact, social proof, blogging, analytics 3) Use SEO and Internet marketing to be found online 4) Use social media well JurisPage.com
  • 90. Thank You Andrew Cabasso JurisPage andrew@jurispage.com (800) 863-7603 Law Firm Internet Marketing for Attorneys by Attorneys Free SEO for Lawyers eBook available at http://jurispage.com/seo-for-lawyers-ebook/ JurisPage.com