Ethical Online Marketing CLE | Clearwater, FL

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Steve Riser presents technology tips for having an ethical online presence as a law firm. This presentation was given at the Clearwater Bar Association in Clearwater, FL on April 11, 2014

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Ethical Online Marketing CLE | Clearwater, FL

  1. 1. Websites and More Steve Riser GNGF steve@gngf.com ! Building a Success Website: How to attract new clients without violating your states ethics ! 5:30 PM - 6:30 PM ! Complimentary Copy Of Best- Selling Legal Technology Book for Attendees Of This Session !
  2. 2. Website and Web Presence The Ethics Of It All STEVE RISER steve@gngf.com
  3. 3. STEVE RISER
  4. 4. Our Book AMAZON’S #1 BEST-SELLING LAW PRACTICE MARKETING BOOK Jabez LeBret Mark Homer How to Turn Clicks INTO CLIENTS THIRD EDITION ONLINE PRACTICE STRATEGIES LAW Third Revision Updated for 2014 Contributions from: AVVO Clio InLaw.me Fujitsu !
  5. 5. LOOKING FOR ANSWERS 85% OF CONSUMERS FOR LOCAL BUSINESSES R E A D ONLINE REVIEWS U.S. INTERNET USERS SPEND 1 OUT OF EVERY 8 MINUTES ONLINE USING FACEBOOK G O O G L E H A S 6 7 % O F A L L S E A R C H T R A F F I C 97% OF CONSUMERS RESEARCH THEIR PURCHASES AND LOCAL SERVICES ONLINE BEFORE THEY FULFILL THEM AT A LOCAL BUSINESS
  6. 6. @gngfound SEARCH IS GETTING LOCAL
  7. 7. @gngfound LONGER SEARCHES
  8. 8. ONLINE LOCAL PRESENCE MONTHMONTHMONTHMONTHMONTHMONTH MONTHMONTHMONTHMONTHMONTHMONTH OF CONSUMERS USE THE INTERNET TO FIND A LOCAL BUSINESS AT LEAST ONCE A MONTH 37% OF CONSUMERS USED THE INTERNET TO FIND A LOCAL BUSINESS IN THE LAST 12 MONTHS 95%
  9. 9. Directory Listings
  10. 10. @gngfound GOOGLE+ LOCAL
  11. 11. Google+ Local
  12. 12. Google+ Local
  13. 13. @gngfound GOOGLE+ LOCAL
  14. 14. WHY REVIEWS MATTER 67% OF CONSUMERS READ 6 REVIEWS OR LESS TO MAKE UP THEIR MIND SAY POSITIVE REVIEWS MAKE THEM TRUST A BUSINESS MORE OF CONSUMERS TRUST ONLINE REVIEWS AS MUCH AS P E R S O N A L RECOMMENDATIONS 79% 73%
  15. 15. Reviews Where to Get Reviews:
  16. 16. Reviews Asking For Reviews: You should ask, but you are responsible.
  17. 17. Reviews
  18. 18. Reviews • Don’t  make  up  pro/iles  to  write  reviews   • You  can’t  write  your  own  online  reviews   • Don’t  pay  for  reviews     • Be  careful  when  asking  for  reviews     • You  are  responsible  for  the  content  of  that  review     ! EXAMPLE:  Joe  Smith  leaves  a  review:     “Jim  will  win  every  time.  He  won  $1  million  for  me  in  an  auto   accident  lawsuit,  Jim  is  the  best  Personal  Injury  attorney  ever!!”
  19. 19. Reviews
  20. 20. WEBSITES THAT GET CLIENTS P A S T 2002 2014 LEGAL WEBSITES COMMUNICATE S O L V E I N F O R M S E R V E MARKETING P R E S E N T COMMUNICATE S O L V E I N F O R M S E R V ECOMMUNICATE SOLVE INFORM SERVE
  21. 21. Your Website
  22. 22. Contact Page
  23. 23. Your Website
  24. 24. Website
  25. 25. Website
  26. 26. Your Website Disclaimer
  27. 27. Keyword Stuffing We  sell  custom  cigar  humidors.  Our  custom   cigar  humidors  are  handmade.  If  you’re   thinking  of  buying  a  custom  cigar  humidor,   please  contact  our  custom  cigar  humidor   specialists  at  Custom.Cigar@humidor.com 1.Repeating  the  same  words  or  phrases  so   often  that  it  sounds  unnatural,  for  example:
  28. 28. Keyword Stuffing 1.“Blocks  of  text  listing  cities  and  states   a  webpage  is  trying  to  rank  for” Pasadena,  Sherman  Oaks,  Encino,  Culver  City,  Van  Nuys,   Santa  Clara,  Ventura,  Simi  Valley,  Thousands  Oaks
  29. 29. Your Website Ethics 1. Any  communication  made  pursuant  to  this  rule  shall  include   the  name  and  of/ice  address  of  at  least  one  lawyer  or  law  /irm   responsible  for  its  content   2. Do  not  make  statements  that  lead  someone  to  expect  results   like  “I  can  save  your  business”  or  “I  will  get  you  money  for   your  [Blank].”  Avoid  even  saying  “I  can  [Blank]  for  you”   3. Images  can  get  you  in  trouble   4. No  advertising  disclaimer  needed  when  has  a  family,  close   personal,  or  prior  professional  relationship  with  the  lawyer.   5. Make  statements  that  imply  results
  30. 30. @gngfound MOBILE WEBSITE 20%
  31. 31. @gngfound MOBILE WEBSITE SEARCH
  32. 32. @gngfound MOBILE WEBSITE
  33. 33. @gngfound MOBILE WEBSITE RESPONSIVE
  34. 34. Blogging? Really? Yes - you WANT a blog
  35. 35. Where to Put Your Blog
  36. 36. Where to Put Your Blog
  37. 37. Where to Put Your Blog
  38. 38. Creating Content Length Of Post 400 - 600 words Break up longer post
  39. 39. Creating Content Curated Content 1) Research on Google 2) Copy a Few Lines 3) Always Source 4) Add Content (>80%)
  40. 40. What Should You Write About Industry Local
  41. 41. Creating Content “This does not mean that you cannot do your divorce yourself. However, many people who do not consult with attorneys may leave out certain very important provisions that can come back to haunt them later on, and cost them a great deal.” ! Nevada Divorce Attorney + 12 Other States
  42. 42. Code on Website: Connects to Google+ Content Google Authorship: Rel = Publisher Rel = Author
  43. 43. Search Engine Benefit Google Authorship
  44. 44. Ethical Considerations 1) No Names Please 2) Giving Advice 3) Solicitation 4) Who Does The Writing
  45. 45. Ethics •What  counts  as  advice       •Is  this  Advertising     •Don’t  Imply  Results  or  Mislead       •Creating  a  client  relationship   •Keep  records  of  ads   •Mentioning  Judicial  Of/icers,  Neutrals  etc  
  46. 46. Website and Web Presence The Ethics Of It All STEVE RISER steve@gngf.com

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