Category Archives: Branding

Solo Lawyer’s Guide To Websites

Being a solo practitioner comes with added obstacles and challenges that established law firms may not experience. From office administration to employee management to client intake, there are many tasks that must be performed in order for a legal service to succeed.

This article will focus on the importance of lawyer websites and why having one would benefit a solo lawyer.

Here’s a quick overview of everything this solo lawyer’s guide will cover:

  • Getting a website
  • Finding web design ideas
  • Starting a blog
  • Promoting the website
  • Improving the website’s performance

Reasons Solo Lawyers Need A Website

Solo lawyers have the ability to choose their own hours, select who they work with, and decide which cases they want to work on. While this may sound appealing at first, the additional work required to run a law firm by yourself can take a considerable amount of extra time.

To reduce some of the inevitable work, solo lawyers can use a website to delegate many of their regular office tasks.

Here are a few benefits solo lawyers can get with their website:

  1. Advertise Legal Services.
  2. Find New Clients
  3. Establish a Brand / Reputation.
  4. Improve Intaking.
  5. Share Professional Legal Knowledge

There are some DIY website builders or if you don’t have the time to build a website yourself, you can hire a professional developer.

Website Design for Solo Lawyers

Although a website should provide useful information, the design and functionality can affect whether a visitor will use your legal services or search somewhere else.

Most visitors coming to any website will be searching for the information they need right away. If your solo lawyer website takes too long to load, has an unattractive design, or is confusing to navigate, expect visitors to leave before ever inquiring about your practice.

Designing a website with your prospective clients in mind will have greater benefits in the long term. Here are a few tips to guide you toward a good website for your solo service:

  • Choose A Good Design. The aesthetics of your solo lawyer website is important. Consider the look and feel of your website. Ask yourself, does it showcase your professionalism? Expertise?
  • Don’t Confuse Visitors. When visitors come to your website, keep the message clear and make your pages easy to navigate. Nothing is more frustrating to someone online than landing on a website and not knowing what to do or where to go.
  • Offer Quality Content. While it may be useful to have a website featuring your office hours and contact information, you can improve your website’s performance by adding a blog and providing helpful information.
  • Have A CTA. You need a Call To Action on your website. This could be an onscreen pop-up requesting an email or your contact number in large font that offers the visitor a free consultation if the contact you today.

When you discuss your website with a web designer, remember to focus on the website’s function while paying attention to the overall aesthetic and design. To get more ideas for you website design, check out 2017’s best lawyer websites or 2018’s best law firm websites.

Blogging About Law

Solo lawyers with a blog on their website can improve their reach for prospective clients. Blogs are a great way to share informal information, showcase your expertise in your area of law, and build an online reputation.

Blogs allow solo lawyers with competitive strategy for marketing their legal services. For example, the information and expertise about the law may be unique to you. Sharing some tips, such as what to do after getting in a car accident, can help you stand out against other law firms in your area.

To create a successful lawyer blog, you’ll want to consider the keywords people are using in search engines. For example, if you’re a solo lawyer practicing divorce law in California, you’ll want to write an article with similar words inside. Keep reading to learn how keywords in your website can improve its performance. 

Promoting Your Legal Services

In order for a solo lawyer website to serve its purpose, finding new clients, it is going to need visitors. Paid promotions can be an effective method toward promoting your legal services and finding your next client.

To get started, two of the most common places to promote a website include Google PPC and Facebook Ads.

Google uses competitive keywords to provide ads on the first page of their results to people making searches related your selected words. Facebook offers this same feature, however, it has an even more powerful tool for targeting the perfect audience.

Depending on your budget and goals, Google PPC and Facebook Ads can have different results. For more information about which one you should use to promote your website, go to Google PPC for Lawyers or Facebook Ads for Lawyers.

Improving Your Website’s Performance 

For alternatives to paid promotions, you can make a few modifications to your website to improve the performance. Search Engine Optimization (SEO) is a method of making your website better recognized by search engines which presents your website to more people.

As mentioned before, having a blog is one way to improve your SEO. Blogs allow you to add various keyword rich pages to your website which can improve the likelihood of your website being discovered.

Other methods of improving your solo lawyer website’s SEO includes:

  • Obtain backlinks from other websites
  • Perform competitive keyword research
  • Add titles, sub-headers, and meta-information
  • Submit website to directories

Improving the SEO of a website can be both technical and confusing. To get a better understanding of SEO and the things you can do to improve your website go to SEO for Lawyers.

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Should You Become A Partner At A Law Firm?

When you’re law career begins, you may find yourself working at a law firm as an associate and provided with a base salary. Transitioning from employee to becoming a partner at a firm is a great leap.

The path from associate to partner at a law firm may not always be clearly defined. However, there are a few criteria that can assist you if you’re being considered or have been offered to become a partner at a law firm.

The Path to a Partner at a Law Firm

Firms hiring lawyers often choose the best they can find. Applicants from top law schools are recruited first with interviews being limited to specific schools only.

There is a chance of distinguishing yourself in another way, however, most candidates for law firm positions will be considered by pre-selected schools.

Upon hire, your career often starts as an associate. You will be working with a mentor to learn how to practice law. At this time, you will be paid a relatively high salary as the law firm is investing in you at their firm.

While law firms seek to find the best potential lawyers, not all make partner at their firm. Some may leave to start their own private practice or start a firm of their own after a few years with the firm. The path to becoming a partner can be long and take now take over ten years before it occurs.

Partner vs. Non-Partner

On becoming a partner at a law firm, you not only take on more responsibility but also receive an equity stake in the firm’s profits. This provides you access to draw profits to cover your bills and monthly expenses. At the end of the year, you’ll be able to take a larger share when profits are distributed.

This is the typical style of partnership, however, there is also the possibility of becoming a non-partner which does not give you an equity stake in the law firm. Law firms have been adopting varying styles of multi-tiered partnerships which provide increases in salaries (and responsibilities) instead of receiving a small percentage of the firm.

In some cases, law firms may have different types of partnerships available. For example, you can be able to become an executive or managing partner.

There are many factors that influence the structure of a law firm and how it establishes available partnerships. Depending on the size and growth of a firm, offering a non-partnership promotion may be more financially secure than offering equity stakes. Law firms can be an LLC or a corporation and their level of success can determine how much access to equity their rising associates may receive.

Cost of Making Partner

Becoming a partner may not come cheap. Law firms that offer a partnership with an equity stake will often ask for a “buy-in.” That amount varies for each firm, however, some of the top firm’s may require hundreds of thousands of dollars as a capital investment.

Law school is already an expensive investment and many lawyers take years to pay back their loans. If you’re one of the few being fast-tracked to a partnership, consider the capital that may be needed to partner-up.

The “base” capital investment is not the only expected cost new lawyers are expected to cover. Becoming partner means you will be responsible for the costs of benefits and additional income tax deductions.

Finally, some associates moving into a position of being a full-fledged lawyer may experience a shift in lifestyle. This too can come with a heavy price tag.

Putting the financial situation into perspective, law firms don’t want to see their selected partners making less than senior associates. Partners are carefully groomed into their position and law firm’s take precautions to choose them carefully.

Why “Buy-in” to a Partnership?

The capital required to “buy-in” to a partnership position is needed to make investments and expansions at the law firm. You may not have to contribute the full amount as some law firms allow for a contribution that is spread out over a couple years.

Firms may offer a loan structure which secures the capital while imposing a debt onto the partner. However, other firm’s may opt out of requesting “buy-in” capital to avoid paying out a partner who decides to leave after the first few years. Another approach may be to delay the required capital investment by a year so that new partners can develop their services and get into the flow of their new career.

Benefits to Becoming a Partner at a Law Firm

After years of law school and enduring the high-stress legal world as an associate, becoming a partner adds the following benefits to a career in law:

  • Increased pay
  • Equity stake in the law firm
  • Greater prestige and power

Disadvantages to Becoming a Partner at a Law Firm

While the increased pay and access to the firm’s profits may seem like a lucrative leap in your career, here’s a few things that may be disadvantageous:

  • May take years to the firm before being considered a partner
  • Greater liability (i.e. sued for malpractice or if the law firm goes bankrupt)
  • Must pay additional fees: medical insurance, malpractice insurance, etc.
  • Required capital “Buy-in”
  • Consequences for not keeping the firm profitable

If becoming a partner at a firm is not your interest, you may want to consider starting your own law firm.

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Can Lawyers Really Work From Home?

You’ve seen them on hit TV series Law and Order, the lawyer prepares for the courtroom sitting in an expensive leather chair at a monumental building in the big city. This is the industry standard required of a practicing lawyer, right?

Let’s examine a few career paths that allow lawyers to never step foot in an office and work from the comfort of their home.

Solo Practitioners

As a solo practitioner of law, there tends to be much more flexibility and freedom over the amount of time they work but also where they work. When a lawyer works for themselves, they don’t have to follow the traditional path of finding a commercial office space

Instead, solo practitioners are able to open up their own offices in the comfort of their homes. Alternatively, lawyers can set up a virtual office. Setting up a virtual office uses a SAAS application which provides secure and effective methods to communicate with clients and arrange their appointments.

It should be noted that just because a lawyer works from home, it doesn’t mean they’re less professional. Lawyers should always maintain their appearance and are expected to perform their legal duties.

Telecommuting Attorney Jobs

The legal industry is rapidly changing and adapting to the advancements of technology. Some legal services are now providing access to license attorneys via telecommunications.

Telecommuting attorney jobs come on a part-time basis. They are ideal for freelance lawyers and solo practitioners looking to supplement their current caseload.

Lawyers considering this career path may require a strong ability in drafting and negotiating commercial contracts, handling compliance issues, knowledge of IP, data privacy, real estate, litigation, and more.

Often, previous experience at a law firm or legal department is necessary to obtain these positions.

Nonetheless, these jobs allow lawyers to practice law wherever they want while providing the proper legal suppose to their clients. Some courts have now begun to offer virtual case reviews and hearings. The old fashion attorney attending the courtroom may soon become obsolete.

Legal Writers

Lawyers looking to increase their monthly income can become a legal writer. Depending on their expertise and skills, lawyers can provide a range of writing services.

Here are a few places legal writers are needed:

  • Brief writers – research and drafting of briefs, memos, motions and other legal documents required by a law firm.
  • Web writers – blogs and other publishing companies require well-researched materials related to the legal industry to be used on law firm websites and other online publications.
  • Legal analyst – provide summaries of case law, prepare news articles and create other written papers.
  • Legal editors – offer editing of legal documents to be used for publication.

Lawyers who wish to provide legal writing services should also understand the importance of SEO.

In-House Lawyers

In-house lawyers, not to be confused with lawyers working from their home, are those that work as solicitors for in the corporate sector. These lawyers provide legal support for financial, manufacturing, utilities, retail, wholesale, construction, transport, communications, media, and publishing services.

As can be seen, the range of possible working experiences is vast. In-house lawyers are required to take care of the legal aspects of the organization. These lawyers may be selected and hired on a part-time, contractual basis which provides more flexibility than permanent in-house hires.

Choosing this style of legal career offers more diversity in the field of law. However, this requires a lawyer to be prepared to handle various situations which can include international law.

Freelance Lawyers

All the options found on this list are examples of possible work for freelance lawyers. Freelance lawyers are becoming a great economical choice for both corporate and individual legal situations.

As well, more lawyers are pursuing a freelance style of service for these reasons:

  • Flexible working hours
  • Closer relationships with clients
  • Ability to work remotely
  • Potential for more earnings
  • Opportunity to work on diverse cases

Becoming a freelance lawyer is also becoming much easier with the rise of online resources offering a place for lawyers and those seeking legal services to connect. Places like eLawyer, The Lawyer, and The Law Society are just a few of places to find freelance of in-house jobs in law.

Perhaps one of the biggest businesses catching onto to this recent trend in freelance lawyers is Lawyers on Demand (LOD). LOD is a fast growing company created by a law firm called Berwin Leighton Paisner LLP and a merger with AdventBalance. They have adopted a non-traditional freelance model of legal services which is dedicated toward providing organizations with the support required for their legal needs.

The kind of work you can expect with a service like LOD are project-based contracts, part-time in-house work, or offering legal expertise at a pre-established firm. This short-term and interim legal services offers new opportunities that cater for businesses with unforeseeable legal incidences.

Summary

Although it may sound unprofessional to think that lawyers are practicing law from the bedroom, the changes in technology and the effects it has on the legal industry has clearly changed the way things work.

Lawyers with the ability to work wherever they want are still able to:

  • Complete all text-based work, including emails and document sharing, with their main office or in-house clients.
  • Send and receive documents from clients and other parties. This can be achieved using secure cloud systems.
  • Make voice calls and perform teleconferences.
  • Arrange meetings with clients in alternate locations, such as a cafe or in the privacy of a client’s home.

Freelance lawyers offer an alternative and exciting new career choice for those who want to have greater control over their personal career. Possibly, lawyers working from home may become a rising trend in the near future.

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How To Build A Visual Identity For Your Law Firm

It may be unfair and hopelessly shallow, but clients will judge you based on how you look. You know to dress the part in the courtroom, but what about your website and social media presence? Does it look like you: polished, professional, and worthy of a client’s trust?

Be honest. Be brutal. Your clients will be.

A strong brand identity relies on the fine balance of cohesion, presentation, and personality.

There’s a sea of law firms out there that look either out of touch or overly generic. In fact, I’m pretty sure some of these law firms just copy and paste their entire visual identity from other brands. Yikes.

That may be okay (it’s not okay) for fly by night, side-eye worthy amateurs, but not you. You’re the best, and you’ve got to look the best, or no one else will know it, except for me and your mother.

By the end of this post, you’ll learn exactly how to create a visual identity that looks smart, savvy, and purposeful. This visual identity will make your brand more memorable and more trustworthy. Ready to get started? Let’s go!

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What message would you like to convey?

Here is the best place to start. Would you live to cultivate a friendly persona or an intellectual one? They aren’t mutually exclusive, however you’re looking for the dominant tone in your visual identity.

Perhaps it’s best to think of your ideal client. Are you in family law? Are you an entertainment attorney? Do you work primarily in real estate? Your target clientele shifts depending on what type of law you specialize in. Keeping that client in mind, you can create a brand identity that reaches and relates to them.

You can create a brand identity that reaches and relates to them.

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How can a law firm that specializes in entertainment be satisfied with a dated and bland visual identity? Or, how can a firm that focuses on family law create a visual identity that’s aloof and unsympathetic?

Actually, it’s easy and a lot of brands do it unintentionally. However, it’s also easy to create a visual identity that deliberately gives off the vibe you wish to present. Let’s take a look at the components that create your visual identity.

The Components of Your Visual Identity:

Color

Color has a profound impact on us. One color can make us feel calm, another can make us feel creative. Studies show that the color called drunk tank pink can actually reduce violent and hostile behavior. There’s little doubt that color influences our psychology.

This is why you need to think about what colors to use in your visual branding. Each color affects us differently. Depending on the message you’d like to convey, use a corresponding color to subtly but effectively echo it.

Here’s a breakdown of each color and how the brain interprets it:

Green – Fresh, Organic, Natural, Eco-friendly, Gentle

Blue – Trustworthy, Secure, Peaceful, Calm, Loyal

Purple – Creative, Unique, Vibrant, Luxurious, Royal

Yellow – Friendly, Excited, Positive, Joyful, Energetic

Orange – Playful, Warm, Cheerful, Social, Confident

Red – Passionate, Bold, Strong, Dynamic, Brave

Pink – Feminine, Sweet, Compassionate, Affectionate, Caring

Brown – Reliable, Approachable, Stable, Dependable, Practical

Gray – Modern, Neutral, Conservative, Futuristic, Advanced

Black – Sophisticated, Traditional, Classic, Powerful, Elegant

White – Pure, Good, Clean, Honest, Open

You’ll probably want a combination of two or three colors to create a unique and intentional visual identity. For example, the color combinations of blue and gray say modern yet trustworthy, while brown and pink say dependable and compassionate.

Do you need help deciding which colors should represent you? Browse the most loved color palettes of all time over at ColourLovers. Pick up inspiration by the user-submitted color palettes and use it to jump-start your brand identity.

Graphics

Graphics are a huge part of visual branding. Along with color, graphics are an immediate way to communicate your brand’s unique identity. This includes images, photos, icons, infographics, and other visual elements.

As they say, a picture is worth a thousand words. If you want to immediately impress your firm’s identity, personality, and tone, you need to intersperse graphical elements into your online content.

On your general website, your blog, and your social media accounts, use graphics to craft a uniquely identifiable visual brand.

When you post an image on your blog or social media accounts, make sure that it:

  • includes your brand logo. In case your image goes viral, you want to leave your calling card.
  • continues the same look and feel as the rest of your brand. Consistency is important for developing a strong visual identity.
  • supports the text if on your blog. Your image should make sense and emphasize the blog post.
  • is high quality. There’s nothing worse than a tiny image that your visitors have to squint to see.

Where to Find Images

Speaking of high quality, there’s no reason to settle for cheesy images when there’s plenty of free and amazing stock libraries on the web. Check out this list of my favorite stock images (and subscribe for even more resources).

Be sure to check the license and usage requirements. Most of these sites require no attribution, but terms can change at any moment.

Logo

Your logo is the best way to instantly impress who you are as a brand. Think of your logo as a first introduction. It can immediately convey the tone and personality of your brand before your client has an opportunity to look at your services, testimonials, or blog posts.

Because your logo represents your brand, don’t go ordinary and buy a template that every other law firm uses. To really stand out, commission an original logo from a reputable logo designer. Find designers, and their portfolios, on Dribbble or Logopond.

Fonts

Last, but not least, is your font choice. Your font says a lot about your brand identity. It can say that you’re fun and hip or serious and staid.
Font libraries like Fontspace and 1001 Fonts let you search for fonts based on the type of mood you’d like to convey. Simply type in “classic” or “modern” to find the perfect font for your brand.

Put it to Work

Now that you’ve been introduced to the four components to your visual identity, it’s time to put it to work on your blog and social media platforms. Here’s how:

Your blog

Be sure to include an image on each and every blog post you write. Not only will it provide visual interest to your post, it will subtly reiterate your brand identity.

Facebook

One in seven people on earth use Facebook. No doubt some of your clients use this popular platform. Take advantage of the cover photo as a prime opportunity to reinforce your brand message.

LinkedIn

With 300 million monthly users, LinkedIn is a powerful marketing tool. Use a professional image here to represent your brand.

Twitter

On Twitter, use the header photo as another opportunity to brand just like on Facebook.

Pinterest

Not on Pinterest? Pins last longer than Facebook posts, and can greatly expand your marketing reach. On Pinterest, use similar cover images to create a consistent visual branding.

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Final Thoughts

To create a visual identity that mirrors your brand message, remember to ask yourself what your clients need and expect from you. Once you understand what that is, use these tips to build your visual identity.

Don’t forget to download our extra set of recommended tools to help you create a winning visual brand identity for your law firm.

by Branding, Marketing 3 Comments

How to Find Qualified Clients

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!

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Identify Your Ideal Client

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.

People who search for lawyers with their smartphones go beyond research mode and into results mode.

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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.

In the order of things:

website < phone call < consultation < representation

add-phone-number

Here’s how to create a call-only ad campaign with Google.

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.

faq

Image Courtesy of Thurman Law

Follow Up Immediately on the Phone

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

We’ve actually covered this in-depth here: Choosing the Best Social Media Platform for Your Brand. If you need help figuring out which platform to use, be sure to check out that post.

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.

Also make sure you’re fully utilizing online review sites such as Google My Business, Yelp, and Avvo. We’ve also gone in depth on those topics here: Pick Me! Your Beginner’s Guide on How to Attract Local Clients Via the Internet.

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.

Final Thoughts

Remember how we discussed that a website is fundamental to finding qualified clients? We can help with that. Let’s talk about building you a site that you can be proud of.

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Use These Tips To Manage Your Law Firm’s Online Reputation

Have you Googled yourself lately?

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:

YOUR-WEBSITEImage Courtesy of Google.com

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.

Let’s take a look at some other best practices for managing your law firm’s online reputation.

Here’s a checklist for how to manage your law firm’s online reputation.
Click Here

Set Yourself Up for Success

+Set up shop on Avvo

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.

How are your powers of telepathy?

Okay, so if mental communication doesn’t work, it’s time to go verbal or at least written. At the end of your case or legal preparation, ask your client to share a review about you or your law firm. You can ask face to face, if your client is in your office, or via email if you prefer.

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.

connect-with-us

Image Courtesy of Access Publishing

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.

powers-law-groupImage Courtesy of Powers Law Group

Keep an Eye on Reviews

While you should make a habit of checking the top review sites regularly, it may be hard to catch every mention of you and your law firm on the Internet. That’s why I recommend setting up a Google Alert to get notified every time you’re mentioned.

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.

google-alertsImage Courtesy of Google Alerts

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.

Commit to responding to each and every review left about you and/or your law firm. Here’s why:

Click To Tweet

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.

Especially to negative reviews.

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.

Here’s a checklist for how to manage your law firm’s online reputation.
Click Here
by Branding Leave a comment

Should A Lawyer Have A Blog?

If you already own a website, why should a lawyer have a blog?

Nowadays, when people have a problem they immediately turn to Google and other search engines to find the answer. The way things work online, a few words or phrases are typed into the search bar and websites that best match it will show up.

For certain legal concerns, you may see searches like this:

  • Wife wants divorce
  • Can my brother sue me
  • What do I do if I get arrested?

In these situations, having a blog and writing about the legal perspective can bring more visitors to your website and potentially lead to new clients.

To achieve this, you will need to write articles with headlines like the following:

  • 7 Things You Must Do When Your Wife Wants A Divorce
  • What To Do When Your Brother (Or Family) Wants To Sue You
  • How Your Arrest Will Affect You And Your Family

Blogging is a powerful tool that takes time, commitment and a little online knowledge to make it work. Here’s a few things lawyers starting a blog should know.

Guidelines For A Lawyer’s Blog

You may not be a web designer, but there are a few things you should know if you intend to provide your thoughts, ideas, and professional advice online. A website is just like your office space: the way it is organized, the overall aesthetic, and the level of professionalism all play a part in whether people will stick around or click away.

Here are a few guidelines to consider when it comes to lawyer’s having an online blog:

  1. Create a responsive website. Many people are navigating the online world from a smart device. This means that your lawyer website has to be 100% responsive and mobile friendly. When it comes to the design elements on the page, keep it simple and keep it clean. And, don’t over complicate the language. People from all kinds of backgrounds will be reaching out to your online. Using simple, everyday language will be the best way to connect with potential clients.
  2. Have a clear way to contact you. There is a purpose to providing a website and this is amplified by adding a blog. Whenever you have visitors coming to your site, your contact information should be clear and distinct. Visitors should be able to send an email with ease or touch your number causing it to instantly dial. Reducing the level of frustrations on your website and in your blog will make the experience that much better in the palm of their hand.
  3. Educate your prospective clients. The main purpose of blogging is to exemplify your professional and answer any questions they may have. The information you provide is often the best place to begin a relationship with you. They can get to know who you are, what you offer, and how you think. Your blog is the place to build trust so that the consultation can happen without any doubts and uncertainties.
  4. Answer questions and solve problems. You might think that there is already a lot of information on the web and as a lawyer, it may be a waste of time to be blogging about it. Your competitors may be hundreds of articles ahead of you and you keep wondering why they continue to get more and more clients. Start blogging. This is an investment in your services and the easiest way to get started is by answering the most common questions your previous clients have asked you before. When people are coming to you online, they are hoping you have the answers to your problems, which the only way you can prove to them that you have it is by writing a blog.
  5. Add special offers. As a lawyer with a blog, this is a great opportunity to attract new clients. One of the best way to do this can be done by offering a free initial consultation. Inside your blog as well as on the side, you can create banners and advertisements that tell your visitors they can sign up for a risk-free, no obligation and no money consultation. Or, perhaps you are doing something special and offer flexible phone consultations.

 SEO Benefits Of Blogging

There’s a few things behind the scenes that lawyers should know about blogging. If you’re unfamiliar with how websites work and how Google shows your website to people searching you could be wasting your time blogging online.

Here’s a little summary of lawyer SEO and how a lawyer that blogs can benefit from it.

  1. More authority. There are elements of your website that determine your overall “web authority.” This is known as Domain Authority (DA) and is ranked on a 100-point-scale. Websites that provide more content will have a higher DA which boosts their rankings in the search engines.
  2. More web pages. Whenever you publish a new blog post, you are expanding the depth and details of your website. Each page URL gets indexed by Google and other search engines which increases your likelihood of being found and is supported by all other benefits found in this list.
  3. More Links. Links are an important variable that determines how well you are ranked. When you link out from your site to another authority site, Google recognizes this. However, when you link to other pages on your own website, this too is counted toward your overall ranking. Blogging gives you the chance to greatly enhance the quality of your site and give it that added boost.
  4. More trust. Many people are seeking solutions to their problems online. If you can position yourself in a way that provides online advice and trusted information, this too helps your ranking. Google tends to favor sites that give visitors trusted information that people actually need. Having a blog will provide that added trust that other websites lack.
  5. More traffic. Publishing regularly will allow you to generate significantly more traffic to your website, and ultimately, to your legal services. Google will often refer people using its search engine to sites that are active and consistently providing relevant and trusting content.
  6. More long tail keywords. Keyword stuffing (i.e. using a common keyword or phrase over and over again in an article) can lead to Google penalties. When you are blogging with quality, original content, you will end up with much more “long tail keywords” in on your website. Over time, this will increase your chances that you will be able to answer specific problems that prospective clients are seeking for online.
  7. More user experience. Google wants people to have the best user experience. To ensure this, Google expects websites to provide visitors with real answers and solutions to their problems. This will be measured by the amount of time people are spending on your website. If many people are leaving, you site is likely not the solution. However, that’s where blogging can help.
  8. More SEO. Blogging is content marketing. And, when you are blogging you are directing your content to a specific, target audience. In doing this, you are already creating the right SEO conditions to succeed online and the more you publish the more you can expect will return.

The Value Of Blogging As A Lawyer

Aside from the technical benefits your website receives with having a blog, there is considerable value when a lawyer blogs.

Take these into consideration:

  1. Save time and improves services. Imagine dealing with a client who didn’t do a background check and they continue to ask basic questions before even getting to a consultation. Having content in your blog is a quick and simple resource to redirect inquiries to the answers they are looking for. After they get the information they need, the next steps can be made with less hassle.
  2. You get noticed more. You already learned a little about the influence that Google has, however, if the information your provide is truly valuable, it’s going to be shared. When a lawyer has a blog and they can connect with the needs of people experiencing legal conflict, it’s quite common that they will share this advice with their friends and family.  Blogging allows you to share your experience and expertise as well as provide trust and support for those in a legal crisis.
  3. Perfect for advertising and announcements. Another great advantage for a lawyer to have a blog is that you can showcase your past successes. Perhaps your firm was featured in the news for a big case, or you were appointed an award in your community. Posting an update about this and sharing this online gives your website that dynamic edge and professional appeal.

There are all kinds of reasons for a lawyer to have a blog. However, as a final note, the most important reason for any lawyer to start blogging, whether you are a fresh our of law school, an experienced attorney, or a retired judge, is that you can continually develop and hone the legal skills as a lawyer.

by Branding, Marketing, SEO 7 Comments

What Should I Name My Law Firm?

Whether you’re fresh out of law school ready to start your own firm or thinking about rebranding your existing practice, you might be wondering, what should I name my law firm?

If you find yourself legally ready to practice law, opening your own law firm may be in your best interest. You will have the freedom and flexibility to provide your legal services to a wide range. In addition, the name of your law firm will be an important part of growing your practice.

Or, you might want to boost your presence in your community by rebranding your current firm’s image. Maybe you recently brought on a new partner expert in divorce law while you specialize in family law. Naming your law firm should reflect this new change.

Whatever situation you find yourself, having the right name for your law firm can bring you new clients or turn them away.

Here are some of the do’s and don’ts when it comes to naming a law firm.

PART 1: USING THE RIGHT NAME

PART 2: NAMES TO AVOID

PART 3: BRANDING YOUR LAW FIRM

PART 4: UNDERSTANDING YOUR LOCAL COMMUNITY

PART 1: USING THE RIGHT NAME

Historically, law firms were named after their founding partners. You’ll often see names like, Smith & Associates, Davis Brooke & Cromwell Law Associates. While some firms still follow this method, the industry has adapted to new trends to try and grab the attention of potential clients.

When it comes to your law firm, choose a name that captures your practice in a way that connects to the people who need you.

Here are a few guidelines to choosing your law firm name:

  1. Use Family Surnames. It’s not uncommon to start a law firm with a family member. Doubling your names to represent your law firm would work for husband and wife partners, parents and children, or even between siblings.
  2. Use Partner Surnames. You can acknowledge all the partners in the law firm by putting their surnames into the new law firm name. If you were founded by 4, you might have a name like: Glaxo, Smith, Slate & Cline.
  3. Use Memorable and Catchy Surnames. Plain and common names like “Smith” might not stand out in you law firm’s name. If possible, use the catchy surnames first like “Glaxo” which may be more memorable.
  4. Order Of The Names. Be careful! When deciding the name for your firm, your partners (or even you) may want their name to go first. Often, the first two names of a law firm will be remembered if there’s more than two. Be sure to choose the most memorable names for those first two.
  5. Keep Names Brief. If you’re partnering with a large group of graduates, having a 10+ long law firm name will be a bit of a mess. Try shortening the name down to one main name and associates. This is also useful when it comes to creating name cards, signage, and other forms of advertisements. Addition note: don’t use names that are too difficult to pronounce (and remember).
  6. Double Check Your Acronym. There’s nothing more embarrassing than creating a name for your law firm that condenses into a less desirable word. If you’re partners are: Paul, Eric, & Emily Law Associates, you’ll end up with a short version off “PEE Law Associates.” Rearrange your names or restart with a fresh new idea.

PART 2: NAMES TO AVOID

Now that you have an idea as to how to name your law firm, there are a few distinctive don’ts you should also consider.

  1. Don’t use non-lawyers as your partner(s). You are not permitted to form a law firm with non-lawyers acting as partners.
  2. Don’t use misleading names. Choosing a name like, “New York Law Association” implies that you are state run law firm. You cannot imply any connections to public, government, or charitable legal services.
  3. Don’t use names of people already holding office. Having a name like “Trump & Associates” may be deemed illegal. You cannot use the name of a lawyer currently practicing law in a public office.
  4. Don’t claim false partnership. If you aren’t practicing with anyone else, don’t claim that you are. If you are sharing an office with another lawyer but you are not practicing together it would be misleading to use a name like, “Schuster & Smith Associates.”

Be sure to check whether you can legally register your name. You may not be able to register the name you want if it is already taken as every state has different restrictions.

For a complete understanding of how to legally name your law firm, please see the Rules of Professional Conduct

PART 3: BRANDING YOUR LAW FIRM

There are a few things you can do to make your name more memorable and your service well known. Here’s a few tips for branding your law firm’s name.

  1. Keep it short. Using a single word may be useful for branding and marketing purposes. For example, “Justice Legal Attorneys” could become known as the go-to lawyers for getting “justice.”
  2. Use your area of practice. If you’re a divorce lawyer, defense lawyer, corporate lawyer, or any other kind, put that in your name. This helps you differentiate from all the other lawyers can can be useful if you plan on putting your law firm on a website.
  3. Get a trademark. If you’re thinking of growing a large practice in your area, considering trademarking your name early. Do this if the branding associated with your law firm is original and distinct.

PART 4: UNDERSTANDING YOUR LOCAL COMMUNITY

Getting a second opinion from friends and family can help you determine the best name for your law firm. Create a list of your top 3 and send them out in an email. Get the people closest to you to vote on a name that resonates with them.

In addition, you may want to do some research on your local community where you intend to practice. Selecting a name that has no negative associations will make for a better business.

Final Thoughts:

Take special consideration when considering the name for your new law firm. The name you choose can have an impact on your prospective client’s awareness. Choosing a name that is easy to remember as well as highlighting your area of specialty will be the ideal approach.

by Branding 1 Comment

Facebook Ads For Lawyers

Facebook has considerable potential for marketing and finding client referrals. With Facebook, you can build strong relationships between users and your legal services.

For your law firm, Facebook Ads allows you to put your law firm in front of people who may be in need of legal aid.

This article will take you through the steps of starting your first Facebook Ad campaign as well as a few strategies you can try.

Facebook Pages for Lawyers

If you haven’t done so already, you may want to consider creating a Facebook page for your law firm.

This is not a requirement to use Facebook Ads, however your Facebook Page can be used strategically to market your law firm.

Facebook pages allow you to create a community surrounding your legal services. Here you can showcase your latest law related blog posts and other promotional information to everyone who likes your page.

As well, you can use Facebook Ads to drive traffic and engagement to your page to boost your online presence and, reputation.

When you’re just getting started with Facebook pages, the best thing to do is grow your page organically to increase credibility and engagement before using Facebook Ads to achieve your goals.

For the remainder of this article, let’s focus on creating a Facebook Ad and how you can use it effectively for your law firm.

What Can Lawyers Do With Facebook Ads?

 Facebook Ads is divided into 3 objectives:

  1. Awareness. Use this objective to create interest in your law firm (i.e. online branding).
  2. Consideration. Use this objective to get people thinking about your law firm and gain access to more information (i.e. articles, contact info, etc.).
  3. Conversion. Use this objective to encourage people to contact your law firm to arrange a consultation or use your legal services.

The goal of your advertising campaign will be different depending on what you are trying to achieve.

If you’re looking to grow your online presence, creating awareness and consideration ads will be your best choices.

If you’re looking to get people to call your office and set up a consultation, creating conversion ads will help you achieve that.

Once you have determined the goal of your advertisement, it’s time to create your first Facebook ad. 

Setting Up A  Facebook Ad

To use Facebook Ads, you’ll need a Facebook Business Account.

Once you have set up your account, you’ll have access to the Ads Manager Dashboard. Here you can use Facebook’s Guided Creation to create your ad.

In this example, let’s look at how to set up a Facebook Ad to drive more traffic to your law firm’s website.

After selecting Traffic under the CONVERSION objective, scroll down to continue. You’ll notice an option to create a Split Test.

If you’re unfamiliar, a split test allows you to create two ads and test them to see which ad performs better.

With Split Testing, you can create different ads that target the same people, use the same ad to target different people, or experiment with different ad delivery methods.

Facebook provides all the analytic tools to measure the results. Depending on how you setup your budget, you can choose to split your budget to run both ads equally or let Facebook decide which is the better ad and use more of your budget.

WHERE TO SEND TRAFFIC

You’re in complete control of your Facebook Ads. When you’re setting up your ad, you can choose to send people who click on your ad to your website, a Facebook Page, or even Facebook Messenger to start a conversation right away.

Not sure where to send people who click on your Facebook Ad?

Try a landing page. Landing pages are single pages online that can be designed like your Facebook Ad with more details about your law firm, how to get in touch, or other information you want to provide.

DO YOU HAVE AN OFFER?

Sometimes, it can be an effective strategy to provide an special offer in your Facebook Ads.

This can be a free 30 minute consultation, reduced rates for a specific legal service, or something else related to your law firm.

Offers can be limited in time (i.e. offer ends November 15th) or amount (i.e. available only to the first 15 people).

The benefit of setting up a Facebook Ad with an offer is that people who see this ad can save it and receive notifications about it.

VARIABLES FOR YOUR FACEBOOK AD SPLIT TESTING

As mentioned before, split testing lets you control different variables relating to how your Facebook Ads will be viewed online.

There are 4 options:

  1. Creative. Allows you to use all variables, 2 to 4.
  2. Delivery Optimization. Allows you to choose how your ads are delivered. You can focus on getting Link Clicks, Landing Page Views, Impressions, or Daily Unique Reach.
  3. Audience. Allows you to define two set of audiences to serve your ads to. You can choose Location, Age, Gender, Languages. As well, you can select some detailed targeting depending on people’s demographics, interests, or behaviors. As an example, divorce lawyers may want to target people between 25 to 35 as this is a common age when couples experience divorce.
  4. Placement. Allows you to choose where your Facebook ads will be placed. Facebook has a range of advertising access. You can feature your ads on Facebook, Instagram, and their partner network. As well, you can choose to have your ads featured in people’s newsfeeds, side column and more.

Consider placing an eye catching ad in a new feed to drive traffic to your legal services.

 Notice: Most Facebook Ads are charged based on Impression. This means, each time Facebook serves your ad, you’ll be charged. If you’re looking for a different advertising method, try Google Adwords for Lawyers. With Google, you can set up a pay-per-click ad campaign.

BUDGET & SCHEDULE

Once you have determined how your ads will be delivered, who your target audience will be, and where your ads will show up, you can set your budget.

With split testing, you can start with an even split then select to end the test early if one of your ads performs better than the other. This way, you can gain the most results from your Facebook Ad.

DESIGNING YOUR LAWYER AD

It’s time to design the ad for your legal services.

Start by naming your ad. Then, decide whether you will be connecting your Facebook Page to the ad or not. If you don’t have a Facebook page, be sure to click “Don’t Connect a Facebook Page.”

Next, choose the ad format you want to use.

The next step allows you to add photos to your ad. Facebook offers some Free Stock Images or you can upload your own.

Design Smart Lawyer Ads

Figuring out Facebook Ads can itself be difficult. However, creating an effective ad can be equally challenging.

There is no one design that will send people to their phones and to contact your law firm. This is where Facebook’s split testing allows you to create variations in your ad designs to see what works, and what doesn’t.

Here’s some sample ads to give you ideas for creating your own Facebook Ads:

See more Lawyer Ads on Adspresso

When you’re satisfied with your ad design and have set up a billing account, you can create your ad and test the results.

Should You Use Facebook Ads?

Marketing your law firm using Facebook Ads provides you an opportunity to find client referrals and expand your legal services.

Although Facebook is used predominantly for entertainment and staying connected with friends and family, it can be used to reach new people, build your online presence, and give access to legal services.

Facebook ads are just one way of marketing your law firm. You may also want to give Google Adwords a try.

by Branding, Business, Marketing, Social Media Leave a comment

Google Ads For Lawyers

Google Adwords is an effective way to turn online web browsers into prospective clients for your law firm.

Google’s pay-per-click (PPC) advertising system uses keyword phrases and displays your ads to those searching for your legal services.

Something to keep in mind, it takes time and money to see a measurable ROI with Google Adwords. You’ll see that considerable planning and research is involved.

As an alternative, Google also offers Adwords Express which a simple solution to setting up advertisements without any worries.

With this article, you’ll learn how to get started on Google Adwords and launch your first lawyer PPC campaign. Once you get the hang of it, you can grow your law firm and provide your services precisely to those who need it.

Understanding Google’s Ad Types

Google Adwords has 4 kinds of ads  you can use to attract clients to your law firm. Those are: Display Ads; Video Ads; Search Ads; and, App Ads.

  1. Display Ads. Google has a network of websites where your ad will be featured. These are the banner ads you see at the top and side of websites.
  2. Video Ads. If you’ve made a promotional video for your law firm, you can use video ads which can attract new clients from YouTube.
  3. Search Ads. These are the ads found at the top and bottom of every Google search.
  4. App Ads. You probably won’t use App Ads since they are focused on promoting an App.

Getting Started on Google Adwords 

If you’re completely new to Google Adwords, you can contact one of Google’s support team and they’ll walk you through the set up, free. Or, you can continue reading this article to see a step-by-step tutorial to getting started and running your first PPC campaign.

After clicking START NOW you’ll be taken to a signup page. Enter your email address and lawyer website then click next.

If you don’t have a website for your law firm and want one, go here for more information.

After you have signed in to your new Google Adwords account, you’ll be taken to a dashboard displaying an overview of your account.

To set up your first PPC campaign, click on Campaigns then the “+” or “+ NEW CAMPAIGN.”

Once you have selected NEW CAMPAIGN, you will be taken to a page to choose the type of ads you want to display.

You’ll notice an additional ad choice for shipping products, this will be irrelevant to you.

For the sake of this tutorial, display ads will be selected.

There are 3 choices of Display Ads: Sales, Leads, Website Traffic.

Depending on the purpose of your campaign, you may want to choose Sales / Leads and create a goal like “Get Phone Calls.”

After you click CONTINUE, there are 3 steps to complete before your PPC campaign goes live.

SELECT CAMPAIGN SETTINGS

Step 1 takes you through the campaign settings such as Campaign Name, Networks, Locations, Languages, Bidding, Budget, Start and End Dates, and Ad Schedule.

Two important sections are the location and bidding.

Setting the location will determine who narrow or wide you want your ads to reach.

As well, bidding determines how much of your budget will be used toward keywords being searched. More information on bidding is provided later in this article.

Bidding for Lawyers

There are different bidding strategies to consider when it comes to targeting prospective clients using Adwords.

Google provides a comprehensive chart detailing all the different bidding strategies here.

If you’re looking to get the most phone calls to your law firm, choose Maximize Conversions (be sure to set the goal on the previous page to “Get Phone Calls”

You should use the Enhanced CPC if you want Google to automatically increase your bidding when it will improve conversions or decrease your bids if it is less likely to convert.

NOTICE: The search terms Lawyer and Attorney are the most expensive search words for Lawyers. Bids can range up to $100 for a single click.

As you gain more experience with Google Adwords, you can experiment with the different options to see which settings give you the best ROI.

When you are finished selecting your campaign, click SAVE AND CONTINUE.

SET UP AD GROUPS

When you are setting up an Ad Group, focus on one purpose. In this example, we choose NYC Lawyer as the Ad Group with a range or related keywords:

If you put keywords without “ ” (i.e. NYC Lawyer) your ads will be displayed to less specific searches (e.g. Is Bernie Sanders a NYC Lawyer?).

If you put “ “ around a keyword (i.e. “NYC Lawyer”) your ads will be featured to those using that keyword in their search (e.g. Most affordable NYC Lawyer).

If you use [ ] around a keyword (i.e. [Affordable NYC Lawyer]) your ads will be displayed only to those who search the exact same keyword, (i.e. Affordable NYC lawyers).

CREATE ADS

If you’re unsure which keywords to use, try Google’s Keyword Planner.

Once you have chosen all the right keywords related to your law firm or goal, you can start creating ads.

Here you can test a range of different copy. If you clicked the “Enhanced CPC” Google will soon use the ad getting the most clicks and conversions.

When you’re satisfied with your ads, click SAVE & CONTINUE to review everything.

Landing Pages for Your Google Adwords

The “Verification URL” is used to send people who click your ad to a contact page or location on your website with your phone number and any additional contact information.

If you don’t have the ability or budget to change your website to send traffic onto a specific webpage, you don’t have to.

There are landing page softwares provided by companies like LeadsPages and ClickFunnels which allow you to easily design a place for visitors to go after clicking your ads.

Getting started with Google Adwords can be a little overwhelming. If you keep reading, you can learn about Google Adwords Express which makes the setting up advertisements easy and worry free.

Google Adwords Express

Google Adwords Express (AWE) is a simplified version of Google Adwords that automatically manages your online ads. All you have to is set up a campaign and your ads will be featured for a month.

Before you can use, you must first register your law firm on Google My Business Listing (GMB).

With GMB, you can create a free marketable tool for your law firm. Start by submitting your law firm’s location and other business information. Once your account if verified (you’ll receive a verification code in the mail) you can help potential clients find your business and learn more about your services.

Now that you have a GMB listing, you can create a new AWE campaign.

After selecting your GMB listing, there are 3 easy steps to get your ads up and running:

Start by picking a goal.

  1. Do you want prospective customers to call your law firm?
  2. Visit your law firm?
  3. Take a specific action on your website?

After choosing one, you’ll be requested to “Pick Goal”

The next step allows you to choose your location and the range around it to target your ads. If you’re law firm operates in various locations, you can select “In specific cities, states or countries.”

After you have chosen your location and range, you can define your service using keywords prospective clients may be searching for.

Example. Law firm, Defense lawyer; etc.

The next step requires you to write the ad.

Once you have crafted your ad, you’ll have to confirm your phone number:

The last step requires you to determine your budget. You determine your daily budget which will be calculated into a per month maximum.

You will only pay when your ad has been clicked on and when your budget is spent your ads won’t display until the next day.

You can set up a budget as low as $1.64 USD per day up to $76.32 USD per day.

Clicking next will take you to a review page where you can check the detail of your ad before it goes live.

If you haven’t set up a payment method, you’ll have to submit your credit card information to finalize your ad.

GOOGLE ADWORDS VS. GOOGLE ADWORDS EXPRESS

If you’re unsure about the differences between Google Adwords and Google Adwords Express, here’s side-by-side comparison:

Google Adwords Google Adwords Express
BENEFITS Pay only when your ads are clicked Pay only when your ads are clicked
SETUP Advanced features requiring: keyword selection, bid pricing, and account structuring Minimal management: simply setup your ads and let them run
EASE-OF-USE Can be difficult for new users Easy to use
REQUIREMENTS Adwords account + Credit card Adwords express account + Google My Listing + Credit card
KEYWORDS You choose all your keywords + phrases You choose some of your keywords + phrases; Google will come up with more related to your ad
AD FORMATS Search Network, Display Network, Shopping Ads, Video Ads, Universal App Ads Search Network on via Google, Google Maps, & Partner Sites
REACH Reach potential clients in any geographic location Reach potential clients in any geographic location
MIN. BUDGET $0.01 per Day $1.63 USD per Day
MAX BUDGET N/A $76.32 USD per Day

SUMMER OF GOOGLE ADS

Google Ads has incredible potential to drive prospective clients to your law firm’s website. If you’re looking for something quick and simple to gets ads running online, try Google Ads Express.

Whether your goal is to drive readership to your blog, a following to your social accounts, or phone calls to your office Google Ads is a budget friendly solution for your business.

As an alternative, Facebook Ads allows you to tap into social media to drive more referrals and clients to your law firm. Read Facebook Ads for Lawyers.

In this eBook is packed you get sample ads, advertising resources, and other marketing strategies you can use to boost your law firm.

by Branding, Business, Marketing, Social Media Leave a comment