Traffic accidents can be distressing and disorienting experiences. One of the most perplexing aspects is when a driver leaves the scene. Often, drivers flee due to panic, fear of legal consequences, or lack of insurance. Understanding why these incidents occur is crucial for anyone involved in such situations.
The implications for those affected by hit-and-run incidents are significant. It can complicate insurance claims, hinder legal proceedings, and increase emotional distress. Victims may face challenges in proving liability and securing appropriate compensation.
Understanding Hit-And-Run Accidents
Hit-and-run accidents occur when a driver involved in a collision leaves the scene without providing contact information or assistance. Such incidents can create significant challenges in terms of legal and insurance processes.
Common Reasons for Fleeing the Scene
Drivers may leave the scene for various reasons. Fear of legal consequences is a major factor, particularly if the driver has been drinking, lacks a valid license, or is uninsured.
Others might panic or act irrationally due to the shock of the accident. Some might not even realize they have hit someone, such as in low-impact scenarios. Understanding why a driver flees can be imperative for those pursuing legal recourse or investigating such incidents.
Legal Consequences for Offenders
The legal consequences for perpetrators of hit-and-run accidents can be severe. Penalties often vary by state but generally include fines, license suspension, or even imprisonment, especially in cases involving injury or death.
Offenders may also face felony charges and civil lawsuits. Hiring a legal expert can aid victims in navigating the complex legal landscape and pursuing rightful compensation. Legal help is crucial in ensuring that hit-and-run victims receive justice and the necessary support to recover from their ordeal.
The Impact on Victims and Their Cases
Victims of hit-and-run accidents often face unique challenges, impacting both immediate actions and long-term legal proceedings. Understanding these challenges can aid in navigating the aftermath effectively, from initial steps to compensation issues.
Immediate Actions for Victims
When a driver flees the scene, victims should prioritize their safety and health. Calling emergency services is the first step. Documenting the scene with photos or videos, if possible, can provide crucial evidence. Gathering witness statements or contact information can support legal actions later.
Legal help for hit-and-run victims is often imperative. A legal professional can guide victims on gathering and preserving evidence. They can also explain the importance of filing a police report promptly, which is critical for any legal proceedings and insurance claims.
Challenges in Hit-and-Run Accident Cases
Legal challenges abound in these cases. Identifying the fleeing driver is a primary hurdle. Police investigations depend heavily on available evidence and witness testimony. If the identity of the driver remains unknown, pursuing legal action becomes more complicated.
The services of hit and run accident attorneys can prove invaluable during such times. These specialists are adept at navigating the complexities of these cases, including working with insurance companies when liability is uncertain. Their expertise can help victims maximize their chances of compensation, even when challenges arise.
Compensation and Insurance Considerations
Compensation in hit-and-run cases can be complex, as it may require dealing with uninsured motorist coverage. This coverage, if included in the victim’s insurance policy, might provide compensation when the at-fault driver is not identified. Negotiating these details often benefits from the involvement of an attorney.
Seeking Legal Assistance
Obtaining legal help after a hit-and-run accident can significantly affect the outcome of a case. The process involves understanding the roles of accident lawyers, the urgency of legal action, and choosing the right attorney.
The Role of Accident Lawyers
Accident lawyers play a crucial role in handling cases involving drivers fleeing the scene. They investigate the incident, gather evidence, and ensure the victim’s rights are protected. Lawyers also help victims understand the claims process and pursue compensation for medical bills, lost wages, and other damages.
In San Jose, car accident lawyers are particularly experienced with local laws and procedures. They coordinate with insurance companies and other parties involved, streamlining the complex legal process for victims.
Choosing the Right Attorney for Your Case
Selecting the right attorney requires careful consideration. Look for experience with hit-and-run incidents, especially in finding a San Jose Car Accident Lawyer who knows local rules and legal practices. Reviewing past case successes and client testimonials can provide valuable insight.
It’s important to choose a lawyer who communicates clearly and demonstrates a genuine commitment to the client’s needs. Personal consultations can help assess the attorney’s compatibility with the client’s goals and expectations, ultimately ensuring a solid partnership.
Charleston, South Carolina, is a city rich in history and culture, known for its cobblestone streets, antebellum architecture, and coastal charm. As Charleston continues to grow, so does its traffic, with busy roads and highways accommodating both residents and visitors alike. Unfortunately, with increased traffic comes a rise in car accidents, which can disrupt lives in an instant. For those involved in such accidents, understanding the importance of gathering evidence is essential to protecting their rights and ensuring a fair outcome.
MDSW Injury Attorneys are dedicated to helping individuals navigate the complexities of car accident claims by guiding them through the crucial process of evidence collection. From photographs of the accident scene to witness statements and medical records, every piece of evidence plays a significant role in determining liability and securing rightful compensation. In a bustling city like Charleston, where road conditions and traffic patterns vary, accidents can be complex, making it even more critical to approach the situation with thorough documentation. The aftermath of a car accident can be overwhelming, but by gathering and preserving evidence, victims can take the first step toward rebuilding their lives and achieving justice.
Keeping the Setting Intact
After a mishap occurs, it is important to preserve the integrity of the scene by taking detailed photos from different perspectives. Photos offer a visual representation of the event, showcasing vehicle damage, road conditions, and weather factors. These images act as a record illustrating the circumstances prior to any changes taking place.
Eyewitness Testimonies
Witnesses play a huge role in providing objective viewpoints that can either reinforce or question the stories shared by those involved in an incident. Getting the contact details of the people who witnessed the accident is important for gathering their statements at a later stage. The testimonies of witnesses are frequently essential for piecing together events with accuracy, as their impartial narratives offer a well-rounded perspective on what actually happened.
Recording Harm
In the event of an accident, it is crucial to document any injuries suffered for legal purposes and health reasons, too. Medical records play a key role in proving the extent of harm caused and supporting any claims made. Seek care not only for your well-being but also to safeguard your legal rights. Taking pictures of your injuries as they heal can provide proof of the severity of the damage sustained. This documentation is essential when lodging insurance claims or seeking legal recourse.
Incident Logs
When law enforcement gets involved in investigating an accident, officers create reports that cover critical information like the time and location of the incident and the individuals involved in it. All of these details should be noted down for future reference, as they usually have initial evaluations of who might be at fault. This can impact decisions made by insurance companies. Getting a hold of an official police report can bolster someone’s argument by offering a credible version of what happened during the accident.
Papers For Insurance Purposes
When dealing with insurance companies, it’s important to document everything, from sharing contact and insurance information with others involved to keeping a record of conversations with adjusters and noting down claim numbers for clarity throughout the claims process. Proper documentation is key in preventing delays in settlements due to discrepancies.
Evaluating the Extent of Damage to Properties
Assessing the extent of damage to property involves more than just inspecting the vehicle involved in an accident, as personal items inside the car could also be affected by the incident. Recording these items and their state after the accident is valuable for recovering any losses. Having receipts or evidence of ownership for possessions can assist in supporting claims with insurance companies. Maintaining a list of damaged property guarantees that all losses are properly accounted for.
Possible Legal Ramifications
Collecting evidence carries a lot of weight in the legal realm. It lays the groundwork for putting together a strong argument in case legal steps need to be taken. Gathering evidence helps lawyers craft compelling arguments and also acts as a deterrent for fake claims that could wrongly put folks in trouble. A detailed record not only safeguards against accusations but also boosts the chances of getting positive results when dealing with the law.
The Impact on Emotions and Mental Well-being
Accidents can often result in emotional wounds that are just as crucial to deal with as physical injuries. You need to document the effect on your mind when you’re looking for compensation for the pain and suffering experienced. Jotting down your encounters and feelings, along with any therapy sessions, helps create a timeline of what happened. This record doesn’t just back up your case; it also facilitates your recovery by recognizing the journey you’re going through.
The Function of Technology
In this era of technology advancements, digital tools provide several means for gathering evidence. Smartphones with cameras and recording features enable documentation. Specialized apps for recording accidents further simplify the procedure, ensuring the collection of all available details. Leveraging technology boosts effectiveness and precision, creating a database of evidence.
In Closing
Collecting proof following a car crash goes beyond being a mere formality. It serves as a key step to protect one’s rights and well-being. Thorough documentation helps maintain accuracy in insurance claims and can provide support in legal proceedings later on. By recognizing the significance of evidence and utilizing multiple approaches, people can confidently navigate the aftermath of an accident. This readiness leads to better outcomes and a seamless path to recovery in the long run.
When given the opportunity, most people would rather watch a video than read a book. Is that a sad commentary on our society or a powerful opportunity to market your services to a wider crowd?
As an eternal optimist, I’m going for the latter. In fact, I don’t think it’s sad at all that most people prefer watching video. It just proves that most of us are visual thinkers.
While I’m a big champion of the written word, I’ll also argue for the use of video in your lawyer marketing strategy. Video can reel people in, help them “meet” your brand, and add tone and humanness to your online marketing efforts.
Together with written content, video can educate your prospective clients. It can also increase your brand’s trustworthiness. Let’s take a look at why you should consider video marketing in your ongoing effort to attract more clients:
[Tweet “Why you should consider video marketing in your ongoing effort to attract more clients:”]
While words weave brilliant stories, video editing adds a human touch. Think live demos, case study breakdowns, and real Q&A sessions. It’s like giving your online presence a voice and a face, turning you from text on a screen to a trusted legal ally.
Why Use Video Marketing
It’s easy to get people to trust you.
Prospective clients are much more likely to trust you if they can see you with their own eyes. This includes observing your body language and hearing the inflection of your voice as you speak. Without these social cues, clients must rely on the other content you’ve produced to gauge whether or not to trust you.
While it’s possible to do this through other types of content and visual branding (check out this post on building a visual brand identity that inspires trust), no other method is as direct and fast-acting. There’s a new level of trust you can establish just by showing your face, and you can do it in two minutes or less (more on this later).
Would you like a printable guideline for the do’s and don’ts of online video?
Thanks to smartphones and associated apps, producing a video doesn’t need to be a Hollywood-style endeavor. It’s you, a camera, and a microphone. If you want to get fancy, you can purchase an entire light kit for less than $200 on Amazon. This kit includes lights, stands, and three backdrops to add a professional look to your video.
For me, it’s vice versa. But for you, it may be easier to speak extemporaneously or with a very light outline. If you hate writing and find it easier to just start talking, you can use video to sell your services to potential clients.
It’s great for SEO.
We’re all fighting to dominate the search engine results page, but there’s one secret way that may push you to the top of the results: YouTube video.
Google actually owns YouTube. If you create a YouTube video and assign a relevant keyword, your video may rise above everyone else’s content to occupy a prominent spot in the search results. Observe:
Google Search: How to pay for an old ticket
Google Search: Do I own my music if it isn’t registered
Some of these results are seven years old. In Internet years, that’s equivalent to 60. Pair this knowledge with the fact that Google’s search bots are constantly looking for relevant and updated information to give to its users. If you can create such a video, you’ll knock these ancient videos off their throne and become the new leader. The king is dead; long live the king.
Three Types of YouTube Video to Use
Now, let’s take a look at how you can use YouTube video to advertise your law firm and get more clients.
A Brand-Focused Commercial
Create a commercial for your law firm. This is your opportunity to connect with viewers and make them like you. No stiff body language and monotone voices, please. Rigid and robotic only work if you’re an animatronic character on stage at Chuck E. Cheese. Even then, it’s still creepy.
Speak in everyday, relatable language. Odds are, your client isn’t a lawyer and doesn’t understand legalese. Talk to him or her in terms they can understand.
Make it about them, not you. Instead of listing what services you offer, discuss benefits. For example, don’t say, “We have 25 years of experience in helping folks file bankruptcy”. Instead say, “We’ll help you protect your assets, stop creditor harassment, and start over fresh.”
Inject personality into your video. Sure, you’d like to maintain a professional persona, but that doesn’t mean you have to stick to the same script everyone else is using. Spend time thinking of fresh and original ways to introduce your law firm to others. It doesn’t have to be gloomy and serious, especially if your area of expertise is on the more creative end of the spectrum (such as sports and entertainment law).
Testimonials
There is nothing more persuasive than watching a relatable person share his or her experience. It’s called social proof, and it’s the top way to get people to buy what you’re selling.
If you have a client who is happy with your work, don’t just rely on him to tell others about you. Put him on the spot and ask if he’d agree to do a video testimonial for you. The worst response is a “no,” but you may be surprised at how many people are willing to shoot a short testimonial.
The key there is short. Don’t try to slice and dice a 30 minute video in 30 seconds. Keep it short by asking a few specific, open-ended questions (not yes or no) to get the response you’re looking for.
Educational
Use videos to educate your clients, both current and prospective. Let’s take a look at two types of educational videos to use:
Answer frequently asked questions. I’m sure there are a few questions you’re asked time and time again. In addition to writing a frequently asked questions page, create a YouTube video for each.
Be sure to use the frequently asked question as the title of your video. For example, entitle a video, “How long does it take to finalize a domestic adoption?”
By creating a YouTube video to answer these questions, you’ll bring in people who have specifically searched for that question in YouTube and/ or Google.
While the prospects of them finding your FAQ page is hit or miss (so many other law firms may have similar questions/ answers), you can separate yourself from the pack with a video. Most likely you will rank higher in the search engine results because of your video, and that means more people will click on your link.
Discuss what to expect. Your prospective client probably has no idea of what to expect. He’ll be forever grateful if you can provide a cogent list of what to expect during the case, trial, procedure, hearing, you name it.
Be a guiding light and help your viewer figure his way through this previously uncharted path.
Best Practices
Get a clear idea of who you’re targeting with your videos.
Don’t set out to make viral videos or entertain everyone on YouTube. Get narrow with your focus. Only a small group of people on the Internet will pay for your services. That number is likely less than 1000 people in a pool of billions that could potentially stumble up on your video. Don’t overwhelm yourself trying to appeal to everyone – only those people who will retain you matter.
Select testimonials from those who represent the types of clients you’re actively seeking. These testimonials will attract and be much more relevant to those prospects.
Keep your videos short.
No longer than 2-3 minutes. After the two-minute mark, you’ll lose over half of your audience.
Be authentic.
Don’t stick to someone else’s script. Sound like yourself on your video, not like what you think people expect.
Invest time and money into editing your videos.
The average viewer will give you 10 seconds to get to the point. If you don’t engage your viewer quickly, they’re going to leave and never look back.
The smartest YouTube videos start with the end and then work their way back to the beginning.
Choose Keywords
A keyword is a word (or a collection of words) someone types into the Google search bar. Think like your prospective clients and consider which search term(s) he or she would most likely use to find your content. Next, use that exact search term to title your video. Support your video with other keywords that are related to that search term.
An example of this may be to title your video, “How to File for Divorce in Boulder, CO.” Your supporting keywords could be “divorce lawyer”, “Boulder law”, and “divorce Colorado.”
Add a Call to Action
End each video with a call to action. Ideally, you’ll want to send your clients back to your website to get even more information. But don’t just send them to your home page. Instead, send them to a specific landing page or contact page where you can encourage them to call you. Incentivize this page with freebies, such as a free ebook or a complimentary consultation.
Final Thoughts
Don’t overlook video as an effective way to build trust and appeal to a wider audience. You can dominate search results and be visible to more people than you would by just sticking to written content only. Fortunately, video is easy to produce thanks to the all-present smartphone, and it’s absolutely free. All you have to do is press record.
If you have a video, leave your link in the comments below.
Would you like a printable guideline for the do’s and don’ts of online video?
I am not a lawyer. There. I said it. But I am married to a wonderful employment attorney who’s just recently hung her shingle. Like most solo attorneys out there, she’s found that building a client base is a constant exercise in hard work, ingenuity, consistency, and persistence.
I happen to be a really nerdy guy that has a background in building digital marketing platforms, so we sat down one night to figure out what ONE THING we could focus on that could get her the most bang for her buck in terms of getting in front of her ideal clients right now, and staying top of mind for when they actually had a need for her help.
We tossed SEO, as you’re not going to get to the first page in Google for anything but your name in the first few months of starting a firm. Anyone that tells you otherwise is peddling snake-oil. So what’s one to do when faced with the long-game that is internet marketing? Well, you have to get a little scrappy, and go places that most of your competitors won’t.
I’ll share what we came up with, and walk you through every step of putting this in place for you. And as long as you’re not an employment attorney in Southern NH, I’ve been given the green-light from the Mrs to let you in on the goods.
The Case For A Weekly Newsletter Over Say, Twitter or Facebook
The one constant over the last 20 years of the internet (besides cat photos of course) is email. Everyone has an email address. Everyone checks their email multiple times a day. Everyone gets a nice little dopamine kick every time an email comes in and their phone beeps or vibrates in their pocket. In short, it’s the most ubiquitous way to insert yourself into a person’s weekly routine.
But you know all that. The real beauty of an email newsletter is twofold.
One, email is easily shareable. We’re used to forwarding an email, and we don’t have to leave our browsers to do it. No fancy “Share This” buttons, no URL shorteners, just a simple forward to a friend is all it needs to spread, and spreading is what you really want right now.
Two, email generates a feeling of reciprocity. Our species has a hyper-developed urge to return favors given to us. If you’re able to provide enough value to your readers on a regular basis in the form of insights, aggregated interests, etc, when it comes time to seek legal advice in your area of expertise, you’re the one they’ll have that urge to go back to.
I promised two, but I’ll give you a bonus reason. Email is not controlled by another company’s desire for you to pay them money in order to reach your audience. It’s been shown that Facebook posts are seen by less than 6% of a brand’s followers, and internally, Facebook wants to see that number drop to 1%-2%. Why you ask? Because they need money in order to satisfy their share-holders, and the only way to do that is to be the gate-keeper (read: toll-keeper) between you and the audience you’ve painstakingly built on their platform.
So if you want to actually build that audience, you’re now going to have to use their Facebook ads platform to do so.
Own your audience! An engaged newsletter subscriber is orders of magnitude more valuable than a Twitter follower or Facebook fan.
[Tweet “An engaged email subscriber is orders of magnitude more valuable than a Twitter follower or Facebook fan.”]
Now that begs the question, who should your audience be?
Choosing an audience
Deciding who your newsletter is for is largely dependent on how you define your ideal client. In the example of my wife’s employment law firm, her ideal clients are small business owners and HR managers in larger companies. For her, it makes sense to market directly to those folks with updates about the changing HR landscape.
But, when coming up with your newsletter audience archetype, clients aren’t the only option. In fact, in many cases, you may want to skip writing for clients at all, and instead focus on the natural referral providers that make sense for your practice area. For example, if you focus on trusts and estates, you might consider writing a weekly update for financial advisors in your state, that would keep them in the know, and ready to hand out your business card if their clients have more complicated estate matters that the financial planner can’t handle on their own.
Choosing your content
Now that you have your audience decided, it’s time to figure out what content we can provide on a regular basis that will ensure that your email is always valuable to that audience.
It’s tough starting from a blank canvas, so I’ll outline a few items that should work for most audiences. But don’t be afraid to get creative and get inside the mind of your ideal client. Remember, this is about them, not you. If you have other ideas, please share in the comments!
An Editorial Forward
I wouldn’t spend more than one paragraph on this. Give the readers an overview of what they’ll find in the update, and perhaps a light call to action. Suck them in.
Interesting Reads
You no doubt spend a lot of time reading the latest news related to your practice area. When you come across an article that you want to share on twitter, place it in your email template as well. Be sure to add a one or two sentence takeaway from each that informs your reader why it matters to them.
If you want to link to one of your own blog posts, that’s fine, but limit it to one per newsletter. You don’t want to come across as spammy. This newsletter isn’t meant to drive traffic to your blog, it’s about keeping your readers informed.
Events
Curate a list of networking events in your geographic area. Make sure to ask readers to let you know about any events they’re sponsoring or attending as well. Highlight the events going on that week, and then list out a calendar of events spanning the next month.
Reader Questions
Solicit questions from your readers. If they have a particular problem that others in the group might be interested in, ask if you can publish your response to the group. Obviously, you should be careful to disclaim that the email doesn’t constitute legal advice.
Blog Posts
If you do want to have a place for all of your posts from the week, place them in their own section, and toward the end. Follow a similar format to the “Interesting Reads” section above.
Footer
This is essentially your business card. Make sure your readers have a way to contact you, and how to find you on your various social media accounts. Also, this is a good spot for a disclaimer if you have anything in the newsletter that might be construed as legal advice. Also, a good place to let folks know that replying to you doesn’t constitute an attorney-client relationship.
For this one time, and this time only, I’m going to advise ignoring that rule, mostly because we’re going to be following the intent of law, if not the letter.
We are going to be creating a weekly newsletter that your readers will WANT to look through every week. If we don’t reach that level of awesomeness, then this whole endeavor won’t be worth it anyways.
So, for your initial list, we’re going to build a list of people you know in person that would genuinely be interested in your content. This is not a “dump my address book” into a list type of exercise. This is a painstaking process of going through your address book, your Linkedin contacts, your Facebook friends, etc and asking the following questions:
Does this person know who I am personally?
Does this person fit my audience archetype?
Would this person likely look forward to this email every week? (Be brutally honest)
If the answer is “yes” to all three (and a real “yes” not “maybe” or “possibly”, a hard and fast “yes”), then you want to add them to your list in the following way:
Create a spreadsheet in google docs. You can do this in excel as well, but we’re going to do this using Google Docs because everyone has access to that tool, and particularly for marketing activities like this, Google Docs can be a lifesaver.
In Column A, put the email address. In Column B, put the person’s first name.
Rinse and repeat step 2 for every person that fits.
When you’re done, we need to download your list so we can import it into your email provider of choice. To download the file in the correct format in Google Docs, click File> Download as…> Comma-separated values (.csv, current-sheet). Remember where you place that file, we’ll need it later.
Now that we have a list, let’s get down to the nitty-gritty.
Tools
There are a TON of email providers out there. There’s MailChimp, Constant Contact, Emma, Campaign Monitor, and I could go on and on and on. They’ll all work and if you have one of them in place already, stick with it. Better to work with the one you know. If not though, I always recommend MailChimp for two reasons. One, it’s free for up to 2000 subscribers, which is more than enough for every firm I’ve ever worked with. Two, it has all of the features you’ll need, is easy to use, and it works on every device so if you have a few minutes of downtime, you can work on your next week’s digest without having to bust out a laptop.
We’ll be walking through how to implement this using Mailchimp.
Setup
Head on over to mailchimp.com and sign up for their free plan.
Once you create the account, you’ll receive a confirmation email. Just follow the link in that email to continue with the setup. Fill out the form related to your business size and whether you have a list (feel free to select “No” for now, we’ll build one later) and hit submit. You should now be staring at your Mailchimp dashboard.
We’ll start by creating an empty list. Click on the “Create List” button on the dashboard to get started.
Creating Your First Email List with MailChimp
Just click “Save” and congratulations, you now have your first email list.
Importing Your List
Now that we have a list, we want to make sure all of our readers receive it. We need to import them from the list we created before. So go ahead and click on the import subscribers link, and then select “Import From a CSV or TXT File.”
How to import subscribers from a CSV file in MailChimp.
Now, find the file that you downloaded in the “Constructing your list” section above. Once you import that file, you should see a screen where Mailchimp is going to match up the columns in your list with the custom fields that Mailchimp uses to customize your emails to each reader.
Selecting which file to import your subscribers from.
If it works, it should look like this:
Making sure your data lines up with MailChimp’s dynamic fields.
Once you click then ‘Next’ button, you should see a confirmation screen. The defaults are fine, just click ‘Next’ to complete the import.
Alright, now that you have a list, we need to build a campaign. Campaign is just another word for sending out an email to your list. To start the process, click on “Campaigns” in the sidebar then in the dropdown on the next page, click “Regular campaign”.
Starting your first campaign with MailChimp.
When you do that you’ll be placed into MailChimp’s campaign creation workflow. In the first step, just select “Send to entire list” and click “Next.” The next step is where you start to define what this particular campaign (or mailing) is.
You’ll need to create a name for the campaign. I would chose something that can be easily modified in future campaigns since this is going to be a regular thing. In this example, I chose to name it after the newsletter, and then give it an issue number. That way, in the next campaign, all I have to do is change the issue number and they’ll be easily identifiable. You could use the date you plan to send it instead of an issue number too. I’ve seen that work nicely as well.
Once you have the name, it’s time for the subject line. Now I’ve always found the subject line to be a little hard to write before you’ve written anything about the content. So for right now, put in something generic about your newsletter and move on. We can change the headline later (before we send) to make it more specific to the actual content you put in the newsletter.
And the final change I’d suggest is putting *|FNAME|* *|LNAME|* as your “To:” field. Whenever you see *|SOME_CODE|* it means Mailchimp will replace that SOME_CODE with the data in your list that matches “SOME_CODE”. In the case of FNAME and LNAME, that’s the first name and last name of each recipient that was matched up when you imported your list.
As for the tracking section, you can leave that at the default values. If you use Google Analytics, you can go ahead and check the box there so that the campaign name will appear in your Google Analytics account as well.
Here’s what your screen should look like:
How to choose your campaign options.
Choosing a Template
Once you’ve set up your campaign, it’s time to decide how it will look. MailChimp provides a number of Basic Templates which allow you to build out your email, and they also provide pre-designed themes that have a bit of design to them.
I would stick to single column layouts to minimize complexity, but find one that works for you. It’s hard to go wrong here, so have fun! If you’re concerned about which one to pick, click “Themes” and search for “Minimal”. It’s organized into nice sections that you can customize to match the content you decided to include earlier.
While a template is one of the fun parts of setting up your marketing campaigns, be careful not to fall into analysis paralysis. There are a number to choose from, and you can always change it later. But for now, just pick one that’s simple and clear. After all, you want your readers to focus on what you’re writing, not the template that wraps it.
Writing your first email
And here we are, staring at a blank canvas. Intimidating right? I felt the same way. It gets easier, particularly once you find a format that really starts to resonate with your list, but for now, we wrote up an epic newsletter template that you can use to get yourself going on the right track.
Don’t get stuck on what to write.
We took care of the ideas for you, so you can focus on getting started. Click that green button there and you’ll have that template to use for whenever you’re ready to write your first newsletter.
You’ve now created your first email and you’re ready to hit send. That’s awesome! Now, when it comes to sending email marketing campaigns, you don’t want to just hit send when you’re done with it. You’re going to want to schedule the campaign to optimize for actually getting read.
Let’s face it, while our goal is to create an email marketing newsletter that readers actually look forward to, folks are busy. Think about the day-to-day business of your clients and try to schedule the campaign to go out when your readers will be able to sit down and read it.
For example, if your clients are HR managers, mid-afternoon on a Friday might be great, as they might be killing a bit of time waiting to punch the clock for the weekend. Every list is different, so feel free to experiment.
Sending your first campaign is only the first step…
Sending your first campaign is a really really big deal. You should be proud. You put yourself out there, and that’s the first step to allowing you and your firm to be found online.
Now, let’s take advantage of that momentum and talk about how to grow your list and how to keep pumping out great content.
Getting new subscribers
That first group of readers is going to be the easiest. You already know them. Getting folks you don’t know to sign up will be a lot harder. But alas, we’ll talk about a few ways to get started. The first two require little to no technical ability. You can start doing it today and to be quite honest, you’ll likely have your best results there.
Ditch the business cards, sign them up for your list in person.
We all know the value of meeting industry folks face to face. Attorneys are some of the best networkers I’ve ever met.
All of those events, the hours of chit-chat, the passing of business cards, all with the hope that one day someone will remember your firm when they have the need.
What if they didn’t have to think back to that charity dinner 18 months ago, and instead only had to remember the person that emailed them two weeks ago?
That’s the real power of email marketing. So now that you have a newsletter, you can use it to stay in front of all of those people you’re investing time to meet with.
So rather than saying “Here’s my business card, call me if you ever need help.” you can say, “I have a newsletter that goes out every other week or so that will help you with <problem they might have>. Would you like to sign up? It’ll only take a few seconds.” And then whip out your phone, go to Lists, choose your main email list, and then in the upper-right corner click on the button to add a subscriber and just enter their name and email address. You could even hand them the phone to have them enter it themselves. Done!
Or, if you don’t want to have to pull out your phone, just keep a pen handy. When you ask about the list, if they say yes, make a quick note on their business card, then manually invite them to the list later that evening when you get home.
Your loyal readers are also a great source of new subscribers. After all, they’ve already gotten to know you and the value you’re providing them. And, like most networked professionals, they probably know others just like them that might also benefit from your newsletter.
So, once a month, or once every other month, depending on how often you email your list, let everyone know that you’re on the lookout for new subscribers. Let them know the effort that you put into the list. Maybe even pull on their heart-strings a little bit by reminding your readers of all of the value they’re getting FOR FREE. And then ask if they’d take 30 seconds and consider forwarding your email to friends or colleagues that might also benefit from the information you send out.
MailChimp has a handy little merge tag for a forwarding link that will allow your readers to forward your email and have the recipients be prompted to sign up for your list as well. Just highlight your call to action (the sentence that’s asking folks to sign up) and click the link button. Select “Web Address” and set it to *|FORWARD|*.
Creating a link that will help your readers forward your campaign to a colleague.
Mini Contests
Another way to entice folks to forward your email is to run a little contest. For example, you could raffle off say, three $20 amazon gift cards, or maybe a copy of a book that’s pertinent to your audience. Then ask them to email you with the names of folks they forwarded your email to. For each one that signs up, enter them in a chance to win.
Worst case, you have 3 folks sign up and you spent $60. Might seem expensive, but the beautiful thing about email marketing is that you have time to make that money back. If even one of those clients calls you for a 30 minute consult in the next 18 months, you’ve likely made your money back.
Get your website to drive new subscribers…
It’s fairly easy to get a signup form onto your website. If you use WordPress, just add the Mailchimp plugin. Follow the instructions to add the form as a widget in WordPress.
If you use AmazeLaw, just go to Email Marketing, and click “Connect Mailchimp” button and you’re done.
But, like sending out that first campaign, adding a form to your site is not enough. You also need to actively promote your list in order to entice new signups.
Obviously, “promote your email list” is the type of pithy advice run away from here at AmazeLaw, so here are some easy, concrete ways to promote your new list on your own website.
Landing Page
A landing page is just a dedicated page whose sole purpose is to get a visitor to perform an action. In this case, the action is to get someone to sign up for your email list.
Create a page in WordPress or AmazeLaw, and give it the same name as your list. The content is pretty simple, you don’t even need a picture:
[Headline: Big benefit they’ll see from signing up]
This is a paragraph about what your life will be like after you’ve signed up and are reaping said benefit. Imagine how easy life will be. No more worrying about missing the latest news and getting caught unaware.
Here’s what you can expect:
Easy to digest updates about [your practice area]. No legalese! We promise!
Curated industry news so you don’t miss the best content out there.
…
No spam. Ever.
[Signup Form]
Pretty easy, huh?
Protip: Add a link to your landing page in your email signature with a simple call to action. Something like “Sign up for our free bi-weekly employment law update.” or “Free estate planning tips in your Inbox every week.”
Post/Page Footers
Having a signup form on your contact page, or home page is a great first step, but often times, visitors to your site won’t be coming through the front door. A good percentage of your traffic, particularly search traffic, will likely go directly to your blog posts where visitors are looking for a very specific answer to the problem they’re searching for.
They’ll likely never see your homepage, and unless you do a bunch of cross-linking (linking to other posts or pages on your site), they may not see another page before they move on with their day, armed with the answer to their query.
But what a perfect time to start a relationship. By answering their question you’ve provided value and built trust. It’s the perfect time to remind them that, hey, if you want more quality advice or analysis just like this, sign up for my newsletter!
Alright, time to recap. We’ve gone from nothing to:
Signed up for a free MailChimp account.
Created our first email list
Built and sent our first email campaign
Set up our website to attract new subscribers by using landing pages and blog post footers
Learned to leverage our existing contacts for new referrals
Staying consistent
Now that you’ve setup your email marketing essentials, we need to create a system for consistently delivering little knowledge bombs to your subscribers.
And consistency isn’t just how often you email your subscribers, but your ability to consistently deliver something that your readers value.
Steve Martin quipped in his autobiography that it wasn’t the ability to kill it on a given night that set the great comics apart. After all, most comics could kill it every once in a while with the right audience. It was the comics that could produce a great show night in and night out that were truly successful.
And just like Steve Martin, you need a system to deliver consistent value.
How do we do that?
Creating a schedule you can stick to…
We talked a bit about scheduling your campaigns so your customers are most likely to read your posts. Now let’s talk about how to schedule your campaigns so that they fit within the constraints of a busy attorney’s calendar.
You know it, I know it, so let’s not pretend that your email list is going to top your list of priorities for the week. So let’s just acknowledge it up front and figure out how to move forward anyways.
If you’re like me, you might tend to overestimate what you can accomplish, and that’s doubly true for todo items that aren’t sitting atop your priority list. So, if at this very moment, in your excitement over setting up email marketing for your firm (you’re totally psyched right? Right?!) you think that you could handle a weekly email campaign, let’s adjust that right now. Take your totally logical and reasonable estimate and cut it in half. Make it every two weeks, or make it monthly if your estimate was bi-weekly.
This will help you avoid the trap of committing to an unrealistic goal, missing it, and then bagging on the whole thing when a month has gone by and you missed your deadline.
And now that you’ve given yourself that break. Commit to it. You have no more excuses.
Set a recurring calendar reminder for 5 days prior to your campaign. Spend 30 minutes compiling your content. Don’t worry about being perfect. Just get a bunch of content in there.
Three days prior to the campaign spend another 30 minutes refining that campaign to make sure that the content is actually worth interrupting your audience for.
Forget for a moment that you’re an attorney and that you’re actually interested in the law. Forget that you want more clients. Forget every inclination you have to talk about yourself.
Just imagine your ideal client reading your email and constantly asking the question “What’s in it for me?” and “Why do I care?” If a sentence or bullet point isn’t written to answer those two questions, cut the sentence or rewrite it so that it is.
And finally, one day before your campaign is to go out, spend 30 minutes and perform the following exercise:
Read the following articles that summarize some simple techniques for coming up with headlines that inspire action
Now, set a timer on your phone for ten minutes. Turn off your wifi, and just start listing out subject lines for your campaign. Don’t worry about how good it is, just get it out and move on to the next one. The goal here is quantity.
When the timer goes off, look over your list. From the perspective of your ideal client, which one do you think would inspire them to skip the ‘delete’ button and actually read that email?
There’s your subject line.
For example, here are 10 subject lines I came up to use in an email that would describe this exercise using those formulas. Which one resonates with you?
5 subject line secrets that will get your email read… 7-Minute brainstorms that WILL get you new clients… Write subject lines like Don Draper, even if you’ve never written a word of copy… Send emails that get read 50% more than ‘real marketers’ with 10 minutes of work Write emails your clients WANT to read… Don Draper couldn’t beat your copy if you follow this one simple exercise… 5 minutes could mean the difference between being spammy and being awesome How to avoid writing subject lines that make your email invisible… Are your subject lines wasting the effort you put into your newsletters? What professional copywriters do when they can’t think of headlines
That was 10 minutes of work. Some of those headlines are clearly better than others. Some are repetitive, and that’s ok. But you’ll notice, the odds that the first subject line (the one you would’ve used had you not done the exercise) is the best one is slim.
This simple exercise will routinely get you two or three times as many opens on your campaign.
And that means two or three times as many opportunities to get in front of your clients, which means two to three times the ROI for all of this effort you’re putting in.
How to come up with (great) content
It can be hard to come up with something to say week in and week out. And it’s even harder when you only have 30 minutes between client meetings to do it.
So rather than setting yourself up for 30 minutes of staring at a blank page, let’s create a simple system for building up that hopper of great content throughout the week, so when it comes time to write, you just need to pull items off your stack.
First, we’ll need a central place to accumulate all of these notes.
Everyone’s style is different, so I’m sure you can come up with a tool that works best for you. But the whichever method you choose, the key is to optimize for being able to take a note as quickly as possible whenever the thought strikes.
I prefer to use Evernote. I just keep one note and add newsletter ideas to the top of it as I come across them. My wife uses Trello, creating a new card for every idea. I’ve seen folks use Google docs. I’ve also tried using a Word document or even writing in a notebook, but those two options make it hard to access from my phone on the go, or lack the ability to quickly copy and paste a URL for a link I want to remember to share.
So, over the course of the day, any time I think of something that might be worth sharing with the email list, I write it quickly at the top of the note. And at the end of the week, I have all sorts of items I can pull from to write the actual campaign.
What sort of things should you be on the lookout for? Here are just a few:
Common questions from clients that you could answer in a paragraph or two
Events that your clients might find valuable (even if they’re not valuable to you)
If you happen to be attending them, mention that and invite readers to come say hello.
Legislative changes (but only those that, upon learning about would cause your ideal client to say “Oh man, I’m really glad I know that, I’m going to change X…”)
Articles that your potential clients would want to read
Anecdotes that can bring a little levity to the newsletter
Interactions with readers that could benefit others
Positive news about those in your readership. Did someone just win an award? Did they get some positive press?
Take note and share it. And then invite others to share their good news when hey have any.
If you get into the habit of taking note of these tidbits, you should find that when you sit down to write your newsletter, you’ll spend more time figuring out what should be left out, than figuring out what to add.
That’s it!
This isn’t rocket-surgery. It just takes patience and practice. If you have any questions, please let me know. And if you take this advice and create your own newsletter, be sure to add bryan@amazelaw.com to your subscriber list. See! You already have an audience!
Now quick, go write your first campaign. I’ll be here, looking forward to reading it.
Psst! Don’t forget to grab the starter template to get your email marketing started without a hitch!
41 Classic Copywriting Headline Templates When you’re stuck and need to come up with headlines or subject lines in your emails, these articles will get you unstuck right quick. It’s like mad-libs, except instead of laughs, you get tons of clicks 🙂
I know it sounds silly, but it’s probably the single most important task you can do this week to learn about your online reputation. Armed with the knowledge you’ll receive, you can take control of your online image and turn prospects into clients and clients into superstar referrers.
Online reputation management always starts with a quick search on Google for your name and/ or your law firm’s name. What are the first results that show up when you do a Google search?
Go on. I’ll wait.
Your search results probably look a little bit like this:
You should see your own website, followed closely by review sites like Yelp, Avvo, and Yellowpages.com. You may even find a Google listing with star ratings by your name, indicating your clients’ satisfaction levels.
Some people do vanity searches on Google for kicks and giggles, but when it comes to your online reputation, there’s nothing more persuasive than the first few results that return on a Google search. For many of your prospective clients, this will be their first encounter with your brand.
Don’t believe me?
Let’s play a scenario. Let’s say you have a satisfied client who refers you to one of their friends. Your client can’t remember your website, so he tells his friend to Google you.
While the referred prospect trusts his friend, he may get scared away from choosing you due to negative one and two star ratings on the first page of Google results. And if you don’t have any strategy in place to counteract that negative rating, you may just lose a prospective client.
Another scenario is that you’re competing with every other lawyer in your area. A lot of prospects simply search “family lawyer in town, state”. People often make their decision based on who seems to have the most amount of positive information out there. This includes positive reviews, but also an active presence on these review sites. The final part of the puzzle is your own website that operates as your hub and a library of information.
Claim Your Profile on Avvo. While Avvo populates the basics of your profile with information from your state’s Bar Association, you should also fill in the gaps. Here are a few things you should include:
Up-to-date information about your law firm, including your website, phone number, email, and physical address.
A professional headshot. People like seeing who they will be working with. Putting a face to the name humanizes your brand.
List awards you’ve won, publications that have featured you, and organizations you’re a member of. It can improve your Avvo ranking and boost your reputation in the eyes of potential clients.
Get Reviews
+Ask for Reviews*
You’re a great attorney who cares about your clients (or else you wouldn’t be here). Based on this, I know you have clients who care about you, too. Now, it’s time to get them to show it.
When asking face to face, I recommend having a review-optimized business card handy. On your business card, point to the key places you’d like for your client to leave a review.
When asking via email, I recommend that you provide a mini-guide to make it as easy as possible for the client to leave a review for you. Ask for the review, leave a link to your profile (or directions on how to get to your profile), and provide guiding questions such as:
How was our service?
Would you recommend us to your friends and family?
Did we promptly respond to your questions and concerns?
Would you return to do business with us? If yes, why?
Keep it short, sweet, and to the point. That way, you’ll get a lot more people to leave reviews.
*You can’t actually ask for reviews for Yelp. Yelp specifically forbids it. What you can do is inform your clients that you are also on Yelp, and hopefully they’ll get the hint.
Alternatively, instead of asking for your clients to review you on third party websites, you can ask for good old fashioned testimonials. Then, you can put these testimonials on your own site.
While this may limit the amount of people who actually see your testimonials, you have a lot more control over what’s said on your own site. Review sites routinely delete reviews (both positive and negative, real and fake). This means a lot of your positive reviews may be lost forever because of a capricious algorithm.
That’s no fair.
Control the conversation by hosting all of your reviews (both good and bad) on your own website.
+Highlight Video Testimonials
If you can get your clients to leave video testimonials, do it! There are few things more persuasive and reputation boosting in the eyes of a prospective client than watching a relatable person tell his or her story.
You don’t have to hire a film crew and make a big production, unless you’re going to use this to create a commercial. If it’s strictly for your website or to market your law firm through Facebook or YouTube, you’ve got all the equipment you’ll need with your smartphone.
That’s right, a smartphone, a chair next to a window for good lighting, and (if you want better audio) a $15 lavalier microphone is all you’ll need to capture a compelling testimonial that will woo your prospects.
Simply go here to set up a Google alert. You’ll need a Google account (if you have a Gmail address, that works). Then, enter any term you’d like to be notified of. This may include your name, your law firm’s name, or even a name of your competitors.
Then, set a notification schedule. You may wish to receive a daily email digest, or an email once a week. And you’re done. It’s easy, free, and a great way to monitor your online reputation.
Respond to All Reviews (Even Negative Ones)
So, now that you’re monitoring all mentions of your name, it’s time to make a commitment. Commit to responding to each and every review left about you and/or your law firm.
[Tweet “Commit to responding to each and every review left about you and/or your law firm. Here’s why:”]
A lot of attorneys don’t do this, and the result ranges from appearing out of touch to just not seeming to care at all.
The fact is, if someone cares enough to leave a review on a website about you, you should care enough to respond.
You may be thinking, why should I get down and dirty with a negative review? Don’t think of it that way.
Instead, think of it as an opportunity to show how much you’re invested in resolving problems. Plus, prospective clients are watching carefully to see how (or if) you respond to negative reviews. Your response also will indicate whether or not you’re argumentative (well, of course you are– you’re a lawyer!– but you’re also an advocate, and that’s the side you should show when interacting with online comments).
Last but not least, respond promptly. Responding a year later doesn’t have the same impact as responding a month after the fact. That’s why it’s a good idea to set up Google Alerts and implement a schedule for checking your reviews.
The First Step
The first step is to set up a website and control the conversation. AmazeLaw can help with that. Let’s talk.
Whether you have a small or medium-size law firm, one need remains the same: clients. But not just any warm body will do. You need to find clients who are qualified and have a need for your services. That’s a tall order, but one that we’ll fill by the end of this post.
Stick around to find out how you can use the magic of the Internet to find qualified clients for your legal practice. Let’s discuss!
Would you like a worksheet for finding the perfect client? Subscribe to receive this extra resource.
The best way to start is by identifying your ideal client. To aid in this, I’ve provided a list of questions to help:
Who are they? Include basic demographics such as age, gender, location, and income.
What do they need from you? How likely are they to reach out to you?
Why do they need your service? If you offer more than one service, consider creating a client persona for each.
Where do they live online? Are they mostly on Facebook, Google (everyone’s on Google), Instagram, LinkedIn, Yelp, Avvo Law, or Pinterest? If you’d like to know which platform you’d be more likely to find clients, check out this post on Choosing the Best Social Media Platform for your Law Firm.
When do they research lawyers? Does your target client wait until the last minute? When they do reach out, what time do you get the majority of your calls? Is it 10 AM? 3 PM? This can indicate a lot about your average client.
Create a Website
Now that you’ve compiled a client persona, it’s time to create a marketing strategy to welcome those clients in.
When trying to find and nurture clients, always start with a website.
Remember, it’s not the 90s anymore. Folks use the Internet (not the Yellow Pages) to find everything from appliances to Zumba. As an attorney, you’ve got to make sure that your services are represented online, too. The way to do that is with a website.
A website is like an “always on” salesperson. Your website works for you even at midnight and on holidays. If you plan it right, your website can provide just as much information as your front office staff (but don’t tell them I said that).
On your website, be sure to create a blog that people actually want to read. Blogs are a powerful tool that can help you educate your site visitors and establish yourself as the knowledgeable pro that you are.
Use Paid Advertising
We’ve discussed how to use paid advertising before, so I won’t rehash it here. Check out how to use paid advertising to dominate the local search listings. Be sure to click on that link because there we discuss what SEO and search advertising really means for your law firm. I also give you the exact formula for how to get on a first-page listing on Google’s search results.
Create a Call-Only Ad Campaign
Have you ever searched on the Internet with your smartphone? Chances are, you’ve seen a little call button to the right side of the top few listings. That’s little button is going to transform your online marketing campaign, and here’s how:
People who search for lawyers with their smartphones are motivated to go beyond “research mode” and into results mode. They want to speak to a live person. Instead of directing them to a webpage, you should offer a call button for quick access.
[Tweet “People who search for lawyers with their smartphones go beyond research mode and into results mode. “]
This is known as a call-only ad campaign.
It costs the same as a regular headline click, but you’ll have a much more engaged prospective client who wants to act now.
By the way, don’t forget about Bing. While Google is the undisputed giant in Internet search, Bing does have 20% of the market share. You can follow these same steps on Bing to find qualified clients there, too. And it may even be cheaper.
Provide Enhanced User Experience
Did you know that a bad first impression of your website can lower your chances of getting clients? It’s true that you can lose site visitors just by a slow website– and by slow, I mean a site that takes three seconds or longer to load.
Three seconds.
No one wants to wait for answers. You’ve got to make sure that your website is fast load and provides all of the answers your prospective clients need immediately.
Even worse than a slow-loading website is one that’s completely disorganized and hard to navigate. If your site visitors have to click a lot of links trying to find the answers they’re looking for, they’re going to give up and hit the back button.
Here’s how to prevent a disorganized website:
Get clear about what information you’d like to share on your website. Here’s a good idea of where to start:
On your Homepage: Discuss what services you offer and who would benefit most from them. Keep it short, simple, and clean.
On your About page: Discuss who you are but keep it client-focused. Craft your About page to help the prospect understand why they should choose you. It’s good to underscore the kind of cases and clients you often work with in this page.
On your Services page: Be very clear about what services you offer and then break it down even further. Remember, your prospective client probably doesn’t know much about law, they just know that they need a lawyer. Use language they would understand. Oftentimes, a layman doesn’t know exactly what something’s called. Here’s your chance to educate and empower them to figure out what service they need from you.
You may also find it helpful to create a separate page for each service that you offer.
Prepare a Thorough FAQ Page: A lot of folks head straight for the frequently asked questions page, if you have one, to decide whether they need your services. This is yet another golden opportunity to answer common questions that you’d normally discuss over the phone. It’ll free up your phone lines for more specific questions, and provide a valuable resource to online prospective customers who are searching for answers.
There are times when you’re just not available. For example, maybe the caller left a message after hours. Perhaps you’re on another line. Whatever the case, don’t let that prospect fade– be sure to follow up immediately whenever possible.
Here’s the thing to keep in mind: a prospective client who doesn’t reach you will oftentimes go to the next attorney on the list. Boo. But, that doesn’t automatically mean you’re out. By calling that person back in a reasonable timeframe (by the end of the business day), you may be able to persuade them to choose you – especially if you’re presenting yourself as friendly and helpful.
Unlike emails and voicemails, phone calls are great for gauging interest.
Push the In-Office Consultation
Of course, you don’t want to give away everything in a phone call. It’s so crucial to get the caller into an in-office consultation. This is where you’ll be able to separate those who just want free legal advice from actual paying clients.
Should you offer free or paid consultations?
There’s compelling opinions on both sides. The benefit of offering:
A free consultation – You’ll definitely set more appointments because everyone loves “free”. You’ll also separate yourself from your competitors because they’re more likely to charge for consultations.
A paid consultation – You’ll get more motivated prospects. People who are willing to pay an initial consultation fee are more likely to sign a representation agreement.
A happy medium? Consider charging a consultation fee but then crediting it back to their account if they choose to retain your services.
You can also explain your process over the phone and on your website to help drive the in-office consultation.
Polish Your Profiles
By now, you know how important it is to have a website, but that’s not the only way to represent your law firm online. You also need to expand to social media networks, such as LinkedIn, Facebook, and Twitter
Being on a social platforms helps you extend the reach of your online marketing. You can start amassing followers and then updating them through your social platforms. While they may not always come to your website, they can always be connected to you through your social media updates.
Prospective clients may head to these review sites first before even starting a Google search. What will they find once they get there?
Negative reviews are one thing; negative reviews without a follow up from you are a death sentence. Don’t make that mistake. Follow up on all reviews, trying to resolve those that you can, but acknowledging everyone else with a heartfelt thanks for their feedback. No sarcasm, please. Remember– you’ve got an audience.
Chances are, you’ve heard of SEO. SEO is short for search engine optimization, and it’s the practice of doing everything you can to get as high up in the search engine results page (SERP, for short) as possible.
You see, landing on the first page of Google (or Bing) is not an accident. It takes deliberate effort to catapult your lawyer website (and by extension, your law firm) to the first few results, and there’s a lot of stiff competition vying for that coveted spot.
Here’s a free checklist to help you boost your SEO. Subscribe to receive this extra checklist.
Being on the first page of Google (or Bing) is absolutely crucial to grabbing potential clients. These people are on the Internet right now looking for the very legal services you offer, but studies show that most people never click beyond the first page of the search results. If you want to reach them, you’ve got to be on that first page, too.
Local SEO is slightly different from normal SEO. Local SEO is about getting your website to hit the front page for a specific location, i.e. your city or state.
For example, the results that pop up when someone searches for “law firms Tucson” have all been optimized for a local search.
Local SEO is important for businesses with physical locations. When Internet users search for a law firm online, they usually want to make contact immediately. They’re not going to spend an hour searching through hundreds of listings to find your contact information that’s nestled somewhere on page seven. They’ll likely go with one of the first few listings on the first page.
So, how do you dominate the local results? Let’s take a look at a few proven strategies.
A Word About Keywords
Before we go any further, let’s talk about keywords.
Keywords are words that you type into a search box to call up a particular topic.
To dominate local results, you need to use relevant and local keywords on your website. If your law firm specializes in family law in Birmingham, AL that’s exactly what phrase you should use to describe yourself on your website. An example of this would be in your About Us page where you describe your practice as “family law Birmingham, AL.”
It would be a mistake to overlook your city name here and go generic. There are hundreds, thousands, or even millions of other websites that could turn up for a generic keyword like “legal advice.”
While Google can put together a list of local law firms, if you haven’t optimized your content to indicate that you’re local to that specific area, you’ll get overlooked in favor of your competitors.
The moral of the story? Make all of your websites optimized for local keyword search inquiries by adding your city name.
Keyword stuffing is when you list a whole bunch of keywords (usually at the bottom of your page) in hopes that the search engine will select your site when a specific keyword is searched for. While this was a common practice once upon a time, you can’t trick the search engine crawlers this way anymore.
The good news is there are plenty of ways to still optimize your online presence, and we’re going to delve directly into them right now.
Pay for Ads
You need a paid ad strategy if you’d like to dominate local search engine results. That’s because the very first search results on Google happen to be advertisements.
The ads look similar to regular listings except for the telltale orange “ad” icon. They get a lot of clicks. These ads compete with regular “organic” search results and usually win.
A round of ads are also displayed near the bottom of the page, too.
Paid advertising doesn’t have to be expensive or complicated. Here’s a simple overview of how Google’s paid advertising works:
You choose a keyword phrase you’d like to rank for. This means when someone types in this phrase in the search bar, your ad will return along with the search results, hopefully at the top of the page.
You decide how much you’re willing to pay. Google ads are pay per click. Every time someone clicks on your ad, your account will be debited the specific amount you agreed to pay.
You can determine how much you’re willing to pay each day. If your limit is $5.00 per day, your ad will disappear after meeting that quota until the next day.
You create an ad, paying special attention to making it relevant for the keyword phrase you’re bidding on. Be sure you link to a relevant page on your website that discusses that very keyword, or else visitors will feel like you’ve tricked them. (This will negatively impact your ad campaign and cause your ad to disappear from search results.)
You then bid on the ad. You’re not guaranteed to win the bid. Sometimes, other competitors are also bidding for that same keyword phrase. Google doesn’t automatically choose the highest bidder, either. Instead, Google uses a quality score to decide who should receive the coveted spot.
Bing works similarly to Google.
While you’re never guaranteed a spot in the top results, optimizing your content and making sure the ad links to a relevant location will increase your chances.
Make it a priority to list your business on Google My Business today. In fact, you can do it right now. I’ll wait. It’s that important.
Get Reviewed
In that previous post on attracting local clients, we also talked about the importance of getting reviews, with heavy emphasis on Yelp. Be sure to check that post out, too.
While reviews on third party sites like Yelp are important, you should also actively seek reviews on Google.
These reviews help Google determine whether to display your listing in its Google My Business local results. Because an initial trio of listings feature prominently on the search results page (it’s located right underneath the ads and before the organic search results), you need to do whatever it takes to get a spot on this list.
Encourage your clients to leave a review of your law firm with Google. Unfortunately, there isn’t a straight link you can give them, but you can provide a series of short instructions along with a visual reference like this:
Search engines love to see a freshly updated website. While you’re probably not going to change the core information on your website very often (this includes the content on your About page, your Contact Us page, and your Services page), you can provide fresh content on a blog.
This is also another opportunity to appear in local search results for a specific keyword phrase. You can write about topics that your potential clients are likely to search for. An example of this may be “applying for a K-1 visa in Portland, Oregon.” Your blog post can rank near the top because it contains relevant keywords.
This is the most important thing to remember when writing your blog:
Focus on local keywords (i.e. city, state) everywhere especially in:
Your blog post title
Your meta description
The alt tags on your images
Final Thoughts
Local SEO sounds a lot more complicated than it is. Your law firm can totally dominate the local search results if you follow this advice. Ask any questions you have in the comments below and we’ll be sure to help you.
Here’s a free checklist to help you boost your SEO. Subscribe to receive this extra checklist.
Maybe you’ve heard of email lists but you don’t know where to start. Maybe you don’t know what the heck I’m talking about it, but it sounds like something you should know.
Wherever you are on the spectrum, this post will help. We’ll discuss everything you need to get started on building an email list for your law firm along with why you should build an email list to begin with.
Would you like a five step quick start guide to building your email list? Subscribe to receive this extra guide.
An email list is the most valuable marketing resource you have. Your email list represents people who want to have a relationship with your law firm – subscribers. These subscribers want to know what you have to say about hot topics and enjoy reading your advice.
Let’s take a look at the main benefits of creating an email list:
Top of mind awareness
An email list keeps your law firm at the top of subscribers’ minds. They may not need your legal services now or even six months from now. However, when the need arises, you’ll be the first (or only) law firm your subscriber will think of.
You own the list
You may be thinking, Isn’t my social media platform good enough? I already have a ton of fans and followers on social media.
Although a social media presence is important, it’s inferior to creating an email list. The main reason is that you don’t own that list of fans and followers. If Facebook or Twitter decides to delete your account tomorrow, everyone who follows you will go bye-bye, whether that’s 10 people or 10,000.
When you own an email list, you won’t ever have to worry about losing your subscribers.
Promote your services
Did you know that email is one of the best ways to market your law firm? That’s because your list contains people who actually want to be on it. It’s not just random people who stumbled onto your website via an ad or review site.
The people on your email list are highly interested in the services that you provide. It stands to reason that the people who took their time to sign up for your email newsletters actually want to hear from you.
In your email, discuss what you offer. Highlight key services. Describe these services in plain English.
You may think, why do I need an email list now? My site is brand new and I don’t have a lot of traffic.
[Tweet “If you haven’t already, now is the perfect time to set up an email list.”]
Now is the perfect time to set up an email list. You want to have a method in place to catch any and every visitor who arrives on your site and wants to subscribe.
Think about people who visit your site and then leave. They’ll never return– not because they don’t want to, but because they’ve forgotten. They may love your site and want to receive more content from you, but you don’t have a way to ask for their email address.
So, now that you know why you need an email list, let’s talk about how to create a successful one.
Email Newsletter Best Practices
1. Choose your subject line carefully
The success of your email newsletter rests solely on your subject line. Choose a subject line that makes your subscribers want to click on it.
Get them interested
Why should the subscriber open this email? How will it benefit them? Using a subject like “Granger & Associates Newsletter: June 2016” won’t move the needle, I assure you. However, a subject like, “Everything You’ve Always Wanted to Know About PreNups” is interesting and makes your subscribers think, hmm… what don’t I know about prenups?
It’s all about getting your subscriber to actually open your email.
Keep it short
The ideal length for an email subject line is between 50 to 70 characters. Many email service providers cut off the subject line after 70 characters. This is approximately eight words. Eight words seems short, but there’s a lot you can do in that space when you’re creative.
Avoid certain words
Creativity in word choice is a must, but you’ll want to steer clear of certain overused or spammy words and phrases. These words make your email look like spam to humans, and can also trip an email service’s spam filters. If that happens, your email won’t even make it to the inbox.
Here’s a partial list of words you should avoid in your subject line:
2. Choose your sender email address and name carefully, too
Chose a sender name that reminds the subscriber who you are. You may choose to use the name of your law firm (P&R Law), your own name (Debra Smarts, esq.), or a combination of the two (Debra Smarts from P&R Law). I’m partial to the third option because it provides maximum identification.
We’ve already discussed keeping it short on your subject line. You should also adopt this mentality in the body of your email.
Attention spans are short in inboxes. Your subscribers don’t want to spend 30 minutes reading your newsletter, and they won’t.
Instead of creating a lengthy email newsletter, provide short and easy-to-consume content. Direct them out of the inbox and onto your blog or website to get the full scoop. Email is a quick burst of information, but it shouldn’t attempt to tell the whole story.
4. Include a call to action for each email
Piggybacking off of the above practice, use a strong call to action in your emails to bring people back to your website. At the end of each section of your newsletter, include a button or a link that tells your subscriber what to do next, i.e. “Read the rest on my blog…” or “Sign up for my upcoming class here.”
5. Segment
Have you ever heard of segmenting? Segmenting is the process of taking one email list and grouping subscribers based on demographics or other criteria. For example, you can group everyone who signed up from your blog post about adoption law into one segment and everyone who signed up from your blog post about divorce law onto another segment.
What’s the value of segmenting? In the example above, you can see how a family hoping to learn more about adoption won’t necessarily be interested in advice to divorcees.
By segmenting, you can create specific newsletters for each group. Your subscribers win because they’ll get relevant content they can actually use.
6. Come Up with an Interesting Topic
There are so many great ideas that you can use to create content for your email newsletter. Here are some of my favorites:
Answer frequently asked questions
Highlight success stories (with your client’s permission, of course)
Discuss hot topics/current news
Tease your most recent blog post
Ask for feedback and reviews
Share company news
Highlight a member of your staff
Share the details of upcoming events (webinars, clinics, meet and greets)
Write a newsletter about past events you’ve hosted (charity drives, classes, etc)
Set up an editorial calendar on a spreadsheet and list all the ideas you have for your newsletters. Choose a frequency (once a week, bi-weekly, or once a month). Then, come up with an idea for each newsletter. By working in batches, it’s easier to brainstorm ideas.
7. Remember Your Audience
Who are your subscribers? Speak directly to them. Tone down any legalese because they won’t understand all the fancy lawyer-speak (unless they are lawyers also).
Along these same lines, choose subjects that matter to your subscribers. They may not care to know the finer details of the law. They simply want to know how a law will affect them.
Thinking of starting a blog on your law firm’s website? That’s great. Not sure where to start? You’ve come to the right place. In this post, we’re going to share eight easy steps to creating a useful and popular blog. Let’s go!
Would you like a list of blog topics to get you started? Subscribe to receive this free resource.
Depositions, adjudications, affidavits, oh my! Unless fellow lawyers are your intended audience, tone down the law speak. Your clients will quickly feel overwhelmed by legal terms that they don’t understand.
Here’s the caveat: you should use it as a relevant keyword initially– somewhere in the first couple of paragraphs in your blog post. Then, define the keyword and break it down so that your audience understands what it means.
Here’s an example:
A prospective client arrives on your blog after searching for the term “expungement dallas, tx.” This person has a fuzzy idea of what expungement means. They only happened upon the term when asking around about removing a youthful indiscretion from their permanent criminal record. Your site needs to educate them on the bare basics of expungement and then provide relevant insight you’d like to include, based on what a prospective client will understand.
[Tweet “Always keep your intended audience in mind. “]
Always keep your intended audience in mind. Adjust your conversation accordingly.
You may be multi-passionate, but you might excel at one specific area of law. This is where you probably focus your practice and where you should also focus your blog.
Instead of trying to be all things to all people, zoom in on the one topic (or handful of topics) that your audience wants to know more about.
How do you determine the best topics to tackle in your law blog?
Consider what your clients or colleagues (depending on your audience) ask you about the most. There has to be recurring questions that you get asked frequently: that’s the place to start. As you fill up your blog with content, people will ask you more questions. Of course, that can also inspire new posts.
The bottom line: start by the answering the questions people ask you most, no matter how basic.
No one wants to look at a wall of text, no matter how engaging. You’ve got to break it up with imagery to keep your audience’s attention. Imagery also helps illustrate ideas and convey your tone– whether it’s funny, pensive, or artsy.
I have a secret source of free images– actually, it’s not secret at all, and of course it’s legal. There are hundreds of amazing stock libraries available with 100% free images to spruce up your site.
All you have to do is visit one of the sites below, save the image you like, and then upload it into the body of your post when you’re ready to add it.
Of course, I’d be remiss if I didn’t add this note: check copyright usage. Most of the images in these stock libraries are under the Creative Commons license, which allows you to use the images for free. Some photographers or websites require a link back (attribution). The usage requirements are always listed, but are subject to change.
And if you’re looking for something a little more local, a little more personal, check out Flickr as well. It’s a little murkier when it comes to licensing, but here’s a guide to finding free blog post images for your firm.
Images aren’t the only way to add visual interest to your blog. There’s yet another way to increase the readability of your blog: white space. Instead of lengthy, five-to-seven-sentence paragraphs, chop it up into bite-sized nuggets.
Now, I know this goes against everything you learned in grammar class, but remember this: you’re not writing a dissertation, you’re writing a blog post. Unlike your college professor, website visitors don’t have any incentive to read your entire blog post. If it looks long and tedious, it’s going to get passed up.
[thrive_leads id=’702′]
Take a look at how I’ve structured this blog, for an example. You may notice that there are no large clumps of text. Most paragraphs are three or four sentences long, but I may throw in a one sentence “paragraph” for emphasis and variety.
Like so.
Breaking up your text in this way makes it easier for visitors to read your content.
There’s nothing worse than coming to a blog, loving it, and then realizing it hasn’t been updated since 2009. Helloooo… Where did you go? It’s lonely in here.
You don’t want your visitors to feel that way.
Your visitors rely on you to keep your blog current and relevant to their needs. Once you start a blog, commit to regular posting, even if you don’t have many (or any) visitors at first. If you post regularly and follow the other steps in this guide, they will come.
Plus, a regular posting schedule will entice visitors to subscribe to your blog, and return often.
Before people actually read your post, they’re going to read your title. Does it draw them in?
Your title doesn’t need to be packed with keywords to grab attention. Funny phrases, interesting questions, and controversial statements can all engage the reader. Here are a few considerations for a great title:
Create a list post (i.e. 10 Reasons Why, 7 Things to Consider…)
Create a how-to post (i.e. How to Hire a…, How to Find…)
Add a benefit to your post (i.e. Here’s What You Need to Know About X…)
Keep it simple but catchy. The reader should be know what the topic is about before clicking.
Keep it short. Nothing longer than 60 characters, or under 10 words.
People come onto your law blog for very specific reasons. Let’s say you have a family law practice. Some visitors may want to learn about adoption, and others about child support. You specialize in both.
To accommodate visitors, create categories that make it easy for them to isolate posts of one topic. They should be able to find more of what they’re looking for by clicking on the category section and selecting a topic.
When you’re creating your blog posts, make sure that you’ve created and then selected specific categories.
Consider creating at least three categories for your blog. If you’re stuck, I’d start out with: advice, opinions, and news.
As a lawyer, it’s your job to stay up-to-date on the most relevant news stories. If you work as an immigration attorney, you’ll probably have an opinion on the current political discourse about refugees.
Bring it on. That’s what a blog is for– it’s a place to add your commentary and unique perspective to the conversation.
Don’t be afraid to insert your take on hot topics.
Would you like a list of blog topics to get you started? Subscribe to receive this free resource.
You need a website and completed social media profiles. You also need to set up shop on review sites like Google My Business and Yelp. We’ll discuss this in greater detail later in this post.
You must have a responsive website. People aren’t searching the Internet strictly from their desktop computers anymore, especially when finding out information about law offices. When a client wants to find hours and directions to your office, they’re going to do so via their smartphones. Google found that 88% of local searches come from a smartphone. That’s 4% more than desktop computers.
What does this mean for you? It means that you need a website that looks great on smartphones and quickly gives your clients exactly what they need.
The best way to do that is with a well-designed website that responds to whatever device your client uses to access your information. We can help with that.
Make client testimonials a priority. Your law firm will grow based on word of mouth, both offline and online, too. Make it a part of your client outtake process to ask that they share their experience through an online review, or provide your information to others.
That said, be sure to follow the guidelines of each online review site to make sure you’re complying with the rules (more on that a little later).
Now, let’s get into the nitty-gritty of designing your local marketing strategy:
Where Do Your Clients Search?
Let’s get real for a moment. Do your clients know anything about Martindale or even Lawyers.com? Probably not. And you may not either. But everyone knows about Google and Yelp. That’s exactly where you need to be right now if you’d like to attract local clients.
Take a look at these two graphs from the guys at SoftwareAdvice.com:
In fact, Yelp is the most trusted review site for lawyers, by far. More than twice the amount of people go to Yelp to find a lawyer than its’ nearest competitor, Super Lawyers.
The other big influencer for your law office is Google. A completely new prospective client who has never heard of you will most likely begin their search for representation with Google. Someone who’s familiar with Yelp (and who isn’t these days?) will likely head to Yelp for recommendations and reviews.
[Tweet “A prospective client who has never heard of you will most likely begin their search with Google”]
We’ll explore both sites in detail, but remember that you should also get listed on each and every site that speaks to your prospective clients. Although we’re going to focus on Google and Yelp in this post, you shouldn’t exclude Avvo.com, Martindale, and Super Lawyers. They rock, too, just not as loudly (yet) as Google and Yelp. In fact, we recommend that you focus your marketing efforts on Google (60%), Yelp (20%), and Avvo (20%).
But, since you’re just beginning your local marketing, let’s tackle the two with the biggest ROI now and then focus on the others afterwards.
Would you like a checklist for optimizing your Google My Business and Yelp profiles? Subscribe to receive this free resource.
Let’s do an exercise right now. In your browser, do a quick Google search for “law firms in insert your city, your state” (for example, law firms in Phoenix, AZ). What comes up? Does your website show in the premium space affectionately known as Google’s local snack pack?
Screenshot of snack pack of law firms in Phoenix, AZ
If so, fantastic! Move on to the Yelp section below. If not, let’s roll up our sleeves and get to dominating.
What is Google My Business?
Google My Business is a free feature created by Google for any local business that would like to market and promote themselves online.
This feature increases your exposure online. How? When people do a basic search for law firms in your area, your Google My Business listing will show up before the regular search engine results. For this reason alone, Google My Business can be even more powerful than SEO (search engine optimization).
As a local law office, you can’t afford not to be listed through Google My Business. If you’re not on that top three list, your competitors are.
I already have a website. Do I need Google My Business, too?
Yes. While your website should be the central hub of your online activity (i.e. your services, blog posts, bios, and contact information), you also need a Google My Business listing. Google uses the information you provide to better construct their search engine results.
Google is a business too, and they want to provide the best and most accurate information to their customers. Google wants to make it easy for customers to find exactly what they need as quickly as possible.
That’s why they created Google My Business, which distills all of your information into an orderly, easy-to-scan structure. This feature empowers your prospective clients with the following information:
Google My Business selects three local listings to showcase. We call this the snack pack. They get prime listing above other law firms.
So, why do only three listings make it? It all goes back to mobile. It turns out that the three listing snack pack looks best on smartphones and smaller screens.
How do I make it into the Google snack pack?
There are two strategies you can implement to influence your Google My Business listing and hopefully make it to the coveted three within the snack pack. They are:
Position yourself as an authority. What type of law do you practice? Be sure to get as specific as possible in your Google My Business listing. Indicate if you practice family law, personal injury, bankruptcy, and so on. This will help Google determine where to rank you on their list.
You’ll create a URL like this by searching for your specific law office name in Google. In the above case “Zachar Law Firm.” If your law office name sounds similar to others, specify by adding your city and state or even zipcode.
To solicit reviews, simply ask. Make sure you direct your potential reviewers to your Google search URL (for example https://www.google.com/#q=Zachar+Law+Firm). You can ask in the emails you send out, under your signature, with a sentence like:
Leave Us a Review on Google Here: (provide a link to your Google search URL)
Every so often, you should ask your social media followers for a review. Be sure never to incentivize the reviews you ask for on Google.
Yelp
As we mentioned before, Yelp is a necessary component of your local marketing strategy. One thing you need to know about Yelp is they don’t allow you to ask for reviews. But there are still ways to win on Yelp. Let’s check it out:
What is Yelp?
Yelp is an online review site for local businesses. It’s second only to Google in terms of influence for local recommendations. They average 142 million visits every month. That’s huge.
A Yelp search for “law firms in Phoenix, AZ”
Why do I need to be on Yelp?
You need to be there because your clients are there. More people use Yelp to search for law firms than they do any other review site.
What information does Yelp give potential clients?
Yelp provides the following information in the main listing:
In the full page listing, you can add more such as:
Your Website
A Map of Your Location
An Overview of Your Practice that You Write
Does Yelp filter reviews?
It sure does. It’s been said that Yelp eliminates the best and the worst reviews. Yelp also may slash reviews from those without friends, incomplete profiles, or no other reviews. This is why it’s so important to reach active Yelp users who can positively (fingers crossed) promote your law practice.
Wait, I thought I couldn’t ask for reviews
You can’t. But you can ask your clients to visit your Yelp page. It’s a small matter of semantics but you’re a lawyer, so you should be okay with that.
The bottom line is you can encourage visitors to find you on Yelp and hope that they feel inspired to write a review about your wonderful work. You can also place a Yelp badge on your website to further promote your Yelp page. Likewise, add a link to your Yelp page under your email signature with the text, “Check us out on Yelp.”
Final Thoughts
Google My Business and Yelp can positively impact your law firm. Take an hour or two out of your day to set up your profile on these sites. Not sure how to do that? Subscribe to receive a checklist for optimizing your Google My Business and Yelp profiles.
Would you like a checklist for optimizing your Google My Business and Yelp profiles? Subscribe to receive this free resource.
Google Search: How to pay for an old ticket
Google Search: Do I own my music if it isn’t registered
Screenshot of Zachar 
A 
A Yelp search for “law firms in Phoenix, AZ”