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Using the internet_to_market_a_law_practice


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Using the internet_to_market_a_law_practice

  1. 1. Client Development:   Using the Internet to Market a Law Practice By Kirk Chocholek
  2. 2. Disclaimer <ul><li>The following slides supplement a presentation. The information contained herein is intended to provide general information with respect to internet marketing and how it is currently being used by various attorneys.  </li></ul><ul><li>Readers of these presentation materials are advised to check their state rules of professional responsibility and any other related sources of information which may govern such issues. </li></ul><ul><li>Marketing strategies or practices presented in this presentation may not be suitable for your law practice or jurisdiction.Like any presentation, these materials are not meant to be a substitute for qualified technical or legal counsel. These materials are presented for information purposes only. All liability disclaimed. </li></ul>
  3. 3. Why Market Online? <ul><li>More people using Internet to find Lawyers. </li></ul><ul><li>Economical with low barriers to entry. </li></ul><ul><li>Strengthens other marketing activities. </li></ul><ul><li>Impress opposing counsel, potential hires, insurance adjusters, and decision makers. </li></ul>
  4. 4. Why Market Online?
  5. 5. What You Need? <ul><li>Domain Name  - </li></ul><ul><li>Web Hosting - to make your site visible online.  </li></ul><ul><li>Time - to do it yourself or work with service providers. Money - to outsource web design and pay for hosting. Knowledge - to make smart choices, hire right people, etc. </li></ul>
  6. 6. Domain Names <ul><li>Law firms commonly choose either: </li></ul><ul><li>1.  Domain names based on the firm name </li></ul><ul><ul><ul><li>  </li></ul></ul></ul><ul><li>2.  Practice area based domains </li></ul><ul><ul><ul><li> </li></ul></ul></ul>
  7. 7. Web Hosting <ul><ul><li>Makes website accessible </li></ul></ul><ul><ul><li>Uptime important </li></ul></ul><ul><ul><li>Speed important </li></ul></ul><ul><ul><li>Platform Important </li></ul></ul><ul><ul><ul><li>Linux or Windows </li></ul></ul></ul><ul><ul><li>IP neighborhoods can be an issue </li></ul></ul><ul><ul><li>Security measures </li></ul></ul><ul><ul><li>Customer Service </li></ul></ul>
  8. 8. In House or Hire? <ul><ul><li>DIY web design is usually a bad idea for a lawyer </li></ul></ul><ul><ul><ul><li>Highly Technical Endeavor </li></ul></ul></ul><ul><ul><ul><ul><li>Cross Browser Issues </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Security Issues </li></ul></ul></ul></ul><ul><ul><ul><li>Good Design is an Art </li></ul></ul></ul><ul><ul><li>DIY internet marketing OK, but be ethical </li></ul></ul><ul><ul><ul><li>Social Media and Link Building Activity </li></ul></ul></ul><ul><ul><ul><li>Lawyer Directories, etc. </li></ul></ul></ul><ul><ul><li>DIY search engine optimization -- maybe </li></ul></ul><ul><ul><ul><li>Easier to learn and can be done without programming skills </li></ul></ul></ul><ul><ul><ul><li>Can often control SEO through Website Admin </li></ul></ul></ul>
  9. 9. Elements of a Good Website <ul><ul><li>Clear Call to Action </li></ul></ul><ul><ul><ul><li>Phone number </li></ul></ul></ul><ul><ul><ul><li>Web Form </li></ul></ul></ul><ul><ul><li>Easy to Navigate </li></ul></ul><ul><ul><li>Pleasant Design and Good Photography </li></ul></ul><ul><ul><li>Search Engine Friendly </li></ul></ul><ul><ul><ul><li>Page Structure </li></ul></ul></ul><ul><ul><ul><li>XML Site Maps </li></ul></ul></ul><ul><ul><li>Good Engineering </li></ul></ul><ul><ul><ul><li>Easy to Update and Add New Content </li></ul></ul></ul><ul><ul><ul><li>Upgradeable with advances in technology </li></ul></ul></ul>
  10. 10. Promoting Your Practice Online <ul><ul><li>Search Engines </li></ul></ul><ul><ul><ul><li>Natural Search </li></ul></ul></ul><ul><ul><ul><li>Paid Search / Pay Per Click </li></ul></ul></ul><ul><ul><li>Lawyer Directories </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Pay Per Performance </li></ul></ul><ul><ul><li>Online Classifieds & Social Media  </li></ul></ul><ul><ul><ul><li>, Twitter, Facebook </li></ul></ul></ul>
  11. 11. Search Engine Marketing Methods <ul><li>Natural Search Marketing </li></ul><ul><ul><li>70% Search Traffic </li></ul></ul><ul><ul><li>SEO and Link Building Expenses </li></ul></ul><ul><ul><li>Long Term Strategy </li></ul></ul><ul><ul><li>Higher Listing = More Traffic </li></ul></ul><ul><ul><li>Highly Competitive </li></ul></ul><ul><ul><li>Changing Search Engine Algorithms </li></ul></ul><ul><li>Paid Search Marketing </li></ul><ul><ul><li>30% Search Traffic </li></ul></ul><ul><ul><li>Bid for Placement - Pay for Clicks </li></ul></ul><ul><ul><li>Quick Solution </li></ul></ul><ul><ul><li>Higher Bid = Higher Placement  </li></ul></ul><ul><ul><li>Highly Competitive </li></ul></ul><ul><ul><li>Click Fraud Possibilities </li></ul></ul>
  12. 13. Natural Search and SEO <ul><ul><li>Results Generally Based on Three Key Factors </li></ul></ul><ul><ul><ul><li>Quality of Web Content </li></ul></ul></ul><ul><ul><ul><li>Quality of Website Engineering </li></ul></ul></ul><ul><ul><ul><li>Inbound Links from Quality Sites </li></ul></ul></ul><ul><ul><li>Other Important Factors </li></ul></ul><ul><ul><ul><li>Age of Web Site </li></ul></ul></ul><ul><ul><ul><li>Quality and Quantity of Outbound Links </li></ul></ul></ul><ul><ul><li>Good SEO Involves </li></ul></ul><ul><ul><ul><li>Keyword Research </li></ul></ul></ul><ul><ul><ul><li>On Page Optimization </li></ul></ul></ul><ul><ul><ul><ul><li>Keyword Proximity, Density, Frequency, etc. </li></ul></ul></ul></ul>
  13. 14. Paid Search Basics <ul><ul><li>Google & Bing are primary players </li></ul></ul><ul><ul><li>Need to Establish Key Phrases and Locations </li></ul></ul><ul><ul><li>Plan Budget, Bids, Ad Copy, & Landing Pages </li></ul></ul><ul><ul><li>Monitor </li></ul></ul><ul><ul><ul><li>Impressions </li></ul></ul></ul><ul><ul><ul><li>Clicks </li></ul></ul></ul><ul><ul><ul><li>Conversions </li></ul></ul></ul>
  14. 15. Lawyer Directories <ul><ul><li>Compete with lawyers for Natural and Paid Search positions </li></ul></ul><ul><ul><li>Visibility and Location Can Influence Results </li></ul></ul><ul><ul><li>Usually Involve Some Form of Paid Listing or Link Payment </li></ul></ul><ul><ul><li>Factors to Consider </li></ul></ul><ul><ul><ul><li>Cost of Service and Terms of Agreement </li></ul></ul></ul><ul><ul><ul><li>Search Visibility of Directory for Relevant Keywords </li></ul></ul></ul><ul><ul><ul><li>Visibility of Listings within Directory </li></ul></ul></ul>
  15. 17. Pay Per Performance What is it? (generally)  Group Marketing Model sponsored by for-profit entities that lawyers pay to participate in. How it works? (can vary) Initial advertisements by marketing group will not indicate a particular attorney. After prospects make contact with group marketer -- more information about individual potential attorneys released. Some things to consider? (be careful)  Potential ethical implications can arise concerning the group's level of screening, matching, terminology, fee structure, etc..
  16. 18. Online Classifieds Example
  17. 19. Social Media Marketing <ul><li>LinkedIn, Twitter, & Facebook </li></ul><ul><li>Possible Uses </li></ul><ul><ul><li>Increase Brand Awareness </li></ul></ul><ul><ul><li>Increase Professional Referral Network </li></ul></ul><ul><li>Beware of </li></ul><ul><ul><li>Ethical implications </li></ul></ul><ul><ul><li>Cross jurisdictional issues </li></ul></ul>
  18. 20. Thank You For more lawyer website design and internet marketing information, please visit: