Category Archives: Marketing

Why Google’s Cracking Down On Non Mobile-Friendly Sites And What Attorneys Need To Do

You may have heard whisperings that Google is going to be cracking down on non-mobile-friendly websites starting April 21st.

That’s absolutely correct.

For a while now they’ve been keeping track of whether sites are optimized for small screens and slow data connections. Up until now they haven’t changed any of the rankings based on that information and instead, just show a little “Mobile-friendly” label on search results when searching from your mobile device.

But now, they’re taking the next step, and using mobile-friendly as a ranking signal when someone searches for your firm on a mobile device. We don’t know how much it will affect rankings just yet (but we’re watching closely and will report as soon as we can measure it), but we know that it will drop rankings for searches from mobile devices, and it’s expected to drop them considerably.

What does that mean for you?

Well, it depends on if your site is mobile-optimized. Here’s a link to check if your site is mobile-friendly. If it is, then you should be all set.

But if it’s not, come on back here and we’ll discuss the options you have for avoiding the Google hammer in a few weeks.

So here’s the link to Google’s mobile-friendly tester.

Go check your site and see if Google thinks it’s mobile-friendly. I’ll wait.

How’d you do? Did your site pass?

It passed!

That’s awesome. Gold star for you! You may want to read ahead though to see if one of the other options here might be a better option for you.

It didn’t pass?

Don’t worry all is not lost. Consider this a bit of a wake-up call. After all, you still have a little time to right the ship, so to speak.

First of all, these changes won’t affect your rankings when someone searches for your firm on their desktop. Which, is still somewhere around 75% of search traffic in the US depending on whose stats you use.

But, that still means you’ll start to lose out on 1/4 of your traffic.

A better way to think about this might be to consider the following scenario. Let’s say a potential client just got into a cab when they received an email from a friend referring your firm to fix their problem. The first thing they’ll do is google you or your firm.

If your site isn’t mobile-friendly, your firm website might not be right there in the first spot in their search results. Instead, they might see your Avvo profile (which you may or may not have done anything with). Or maybe they’ll see a complaint a bitter client left on a review site.

All that effort crafting your brand and your message, and it’s all for naught because your site wasn’t the first one listed.

Obviously, that’s not a great place to be in. So it begs the question…

“How do I make my site mobile-friendly?”

Well, you have two options. You can redesign your site, or you can create a separate mobile site that lives at mobile.myfirm.com.

Each has their benefits and drawbacks, but I’m going to strongly recommend a site redesign over creating a separate mobile version of your website.

The main reason is maintenance. With two different web properties to maintain, you’ll need to have a way of keeping them in sync. And what’s more, you’ll need to be diligent about telling Google which version of a page is ‘canonical’. Meaning, which version is the “one true version?” Fail to stay on top of that and Google will dock you for having duplicate content.

The second reason is just common sense. For the same cost it would take to build a mobile-specific site, you could redesign your site to be mobile-friendly and avoid the mess of maintaining two properties altogether.

No need to worry about whether the mobile site matches your desktop branding. No worrying about duplicate content. And hey, you get a fancy new desktop and mobile website for the same investment.

How large is that investment? Well, it depends on what you’re starting with.

I use wordpress or another CMS.

If you already use a content management system like WordPress, it could be as simple as finding a theme you like. A decent responsive theme can be had for peanuts on sites like themeforest.net. You might get lucky and be able to just swap in the new theme and call it a day and you’re done in ~$50.

More likely, you’ll want to find a developer to customize the theme in a few places to fit your brand. That could cost you ~$50-$100/hr for a few hours of work. A far cry from building a new site from scratch.

I had a custom site coded for me.

But if your site was a custom job, as we typically see with agencies or with one-off website designs, your options get a (little) bit more expensive.

You’ll likely need to go through that process again. Which is a pain, I know. This time through though, keep an eye on an ability to upgrade in the future. If you’re working with a developer or agency, make sure they’re using a commonly-used CMS that will be around for a while. WordPress would be my recommendation (outside of using AmazeLaw of course.)

For an idea of what a site should cost these days, check out our guide to How Much a Law Firm Website Should Cost.

But regardless of your starting point. This update is a good thing for your firm. Sure it requires some investment. But that’s exactly what it is. An investment that you’ll most definitely see returns on.

Again. This is a GOOD thing. Think of it this way.

Imagine you had a 20 year old car. It’s worked well for you in the past. Sure, it’s not shiny, but it’s gotten you where you’ve needed to go.

But, a lot has changed in 20 years. Technology has gotten exponentially better. While you might say “I don’t need my car to talk to me,” it’d be hard to argue against the safety, fuel-efficiency, and reliability improvements that have come along with it.

On the road, states incentivize adoption of new technology through car inspections. On the internet, Google is taking on that role by rewarding sites that stay current with better search placement.

So rather than lamenting the fact that it’s become necessary to upgrade your website, you should also feel excited. You can now take advantage of advances in technology that make marketing your firm much easier.

Does your site need a mobile upgrade?

Our sites are all fully-mobile-optimized. If you want to see what mobile magic AmazeLaw can do for your firm…

Schedule a Demo Today

Cheap web design on the side of the road is NOT the way to go.

How Much Should A Law Firm Website Cost?

It can be pretty daunting trying to figure out how much to spend on a law firm website these days.  There are companies charging tens of thousands of dollars and promising the moon, and there’s always your cousin’s friend from college who would do it for a case of beer and a bucket of chicken.

Sometimes it helps to just set some expectations.  Your mileage may vary according to your goals, your geographic region etc, but here are some ballpark figures that will give you a good sense for what you should get for your dollar, and help you figure out just how much you can afford to spend.

So let’s kick this off at the bottom.

Less than $500

The old adage goes, you get what you pay for.  This bucket usually contains either family friend discounts, students doing the work, or your run of the mill website builder like GoDaddy or Wix.

If your goal is just to have a site that you can point people to, and don’t intend to do online marketing, blogging, lead collection etc, this might be the way to go.  Be careful here though.  A lot of times the website builders are loss-leaders for the business.  For example, GoDaddy makes the website builder cheap to get you to do your web, email and domain hosting with them, which often ends up being a more expensive and lower quality offering than going out and getting decent options separately.

For example, I use DNSimple for domain and DNS hosting. I can’t recommend them enough. And for email hosting, $50/year for Google Apps is an absolute steal.

$500 – $1500

This is a tough range.  It’s tough because it’s likely that you could find someone to do the work for the price, but it’s going to be very difficult to judge the quality beforehand.  A developer that’s worth their salt will be able to charge A LOT more than this, so here, you’re typically dealing with local developers that might not be around very long. You want someone that will be around 2 or 3 years from now and who can answer an email at the drop of a hat if there’s a problem.  Now, if you’re willing to take a bit of the management tasks on, you could probably find a very talented international developer on oDesk that could do a great job for this price.

$1500 – $5000

This is what I would consider the sweet spot for most solos.  In this range you can get a good developer to do a basic site that’ll cover the bases for most of you.

When I say “cover the bases” I mean:

  • Uses a nice responsive theme (looks great on mobile devices)
  • Uses a Content Management System like WordPress or Drupal. Avoid hard-coded sites as you’ll need to contact your developer any time you need a change.
  • Has a BUILT-IN blog (I saw a recent post that suggested attorneys should have a separately branded blog. That is such terrible advice that I would consider it dangerous.)
  • Uses best-practices like semantic markup to make your site more easily parseable by search engines.
  • Basic setup with Google (Google Analytics, Google Authorship)
  • Can offer limited tech support for the foreseeable future.
  • A classic looking, basic typographic logo if you don’t have one yet.
  • Redirects from your existing site if you have one. Basically, make sure that anyone linking to your existing site ends up on a relevant page on your new site.  Without this, any SEO clout you’ve built up will disappear.
  • And the ability to walk you through how to do basic edits (like writing blog posts) yourself.

What you likely won’t get at this price point:

  • Custom photography
  • Custom graphic design (the theme you use will be the “web designer”)
  • Custom copy
  • Comprehensive branding

$5000+

Once you go over $5k, the sky really is the limit.  You could get a custom graphic designer to do a completely custom design just for you.  You could get a marketing consultant to do your bidding.  Really, at this price range, it’ll be really confusing because it’ll likely be a much larger to-do.  There might be an law firm SEO consultant or an AdWords consultant.  All of these things can be positives, but it’s easy to get overwhelmed and there’s a lot of sharks at that price point that’ll promise you the world and never deliver.  If you’re spending that kind of money, make sure you get references and demand quantifiable proof that the investment was worth it.  If they’re good, it’ll be more than evident.

Whatever you decide make sure the following:

Make sure that your domain name is registered under an account you can access yourself and that it’s registered TO YOU.  As I mentioned, I really like DNSimple for this.  They’re great people and they make managing domains really simple without some of the spammier upsell practices of companies like GoDaddy.  Also, don’t let your developer own this account.  If he’s out of business in 2 years, you’ll have a really hard time getting control of your domain (if you can at all).

Be wary of SEO sharks that mention link-building or keyword density when pitching SEO services.  SEO is almost entirely based on writing good content that answers questions that people want answered.  There is very little left that can “game” the system.  Anyone that tells you they can get to the first page of Google for something like “DUI attorney Nashville, TN” and doesn’t immediately follow it up with a year-long content strategy is selling you a bag of goods.

Make sure you understand the ins and outs of your Content Management System before you sign off on the project.  If you’re not completely comfortable with the process of updating your practice area pages or writing a blog post, you never will, and that’s the quickest way to make your investment depreciate like an abandoned house.

When in doubt, feel free to ask for help. I see all of the shady stuff targeting my wife’s practice and I want to scream, so I’m happy to share unbiased advice.

I hope that clears up some of the confusion in the space.  If you have any questions, feel free to let me know and I’ll do my best to answer them…

 

Photo Credit: Mario Carvajal used under CC

Find Stunning Free Images For Your Next Law Firm Blog Post

Just about every law firm blog post needs an image. At the very least, it’s a nice visual introduction to your post. But finding high-quality photos that are free and not likely to get you busted for copyright infringement is tough.

After all, when you pull out Google Image search, besides the dubious quality, it’s hard to tell if you have the right to use the image. And it’s likely that you don’t.

Here’s how to find a high-quality, free-to-use image for your blog post.

The long story short is that we use Flickr’s Creative Commons image search to find photos that are licensed to be used for commercial use, providing you attribute the author. Then we show you how to correctly add that attribution to your blog post.

Here’s a quick video to see how to add a great looking image to a WordPress blog post in just a few minutes, and how to add the same image to an AmazeLaw blog post in just a few seconds 🙂

Not too shabby huh? It’s fairly easy and yields great results that aren’t likely to get you sued.

See how easy AmazeLaw makes it?

That’s our whole purpose, to make marketing your firm as dead-simple as possible.

If you want to spend more time being a lawyer, and less time tinkering in HTML…

Schedule a Free Demo Today

 

Fresh coffee in hand, ready to start marketing your firm.

Real Digital Marketing Tactics For Solo Attorneys

Starting your own firm is hard work. You don’t have the same resources that big firms have to market yourself. But luckily, what you lack in budget you gain in scrappiness. You can move quicker and with less oversight. You can ditch the BigLaw stuffiness and appeal directly to the clients you want to help.

Here’s our promise. We will deliver an actionable plan every week that can be implemented in less than 30 minutes a day, that, applied consistently, will provide you with an audience of prospective clients that lets you focus on the law instead of glad-handing at every networking event that rolls through town.

Remember, consistency is key if you want to build up that consistent stream of clients. Consider us your coach. We’ll give you a plan, every week.

Want to get early access to these tactics? Sign up for the email list and we’ll deliver them right to your inbox, every Monday morning. If not, check back on Fridays for that week’s plan.

Photo Credit: 55Laney69 used under CC

5 Costly Attorney Website Mistakes

I recently had the opportunity to talk with Chris Small of The Art of Lawyering Podcast about legal websites, and thought I’d share a few points from the podcast.  If you’d like to check out the podcast (and the deal we’re offering its listeners), you can find it at theartoflawyering.com/021.

Let me start with a few words about why I started AmazeLaw, and why I understand what lawyers are dealing with when it comes to online marketing.  When my wife left her big law job to start her own practice, we were bombarded by all sorts of scummy sales-guys cold-calling her about all of these digital marketing solutions that were overpriced at best and downright harmful at worst.  She doesn’t have a marketing background, so everything was so new and foreign to her, and I know she found the whole learning process very stressful.  Luckily, I have a background in building marketing tools from my time building the Content Management System for Hubspot.  I knew I could help her.  Then I realized that I could help a lot of people who were just like her.

So I set out to build AmazeLaw to offer a do-it-yourself marketing solution for attorneys that focused on simple, sustainable marketing tactics that busy solos can manage themselves.

While doing research for the business and in helping our clients build or re-build their sites, I’ve come across a lot of common errors that solos make in their digital marketing, so I thought it would be fun to share some of those mistakes and how to fix them.  So I present…

The 5 Most Common Attorney Website Mistakes…and How to Fix Them

Not updating frequently enough.

If you haven’t made added/updated content on your site in the last month at an absolute minimum, your site will get stale.  Your audience will not understand how busy you are.  They will think you don’t care.  So how do you keep a blog updated?  First, your blog should be on your website.  Don’t buy into the malarkey that it should be separate.  Second, here are few easy ways to come up with content for your blog.  Write down the ten questions you get most often.  Write down 10 common assumptions your clients have that are wrong.  Now, write one or two posts per week explaining those in their language.

Writing for attorneys, not people.  

I think I can say this, because my wife has admitted it to me.  Solos often have this insecurity about competing with the big guys, a subconscious need to show the big law attorneys that they’re serious attorneys.  Resist that urge. You’re not writing for lawyers, you’re writing for clients.

Clients are PEOPLE. They want to work with REAL PEOPLE not stodgy old-school law firms (and the ones that really do, you shouldn’t care about because you’re fighting an uphill battle trying to compete with firms that have many more resources than you do).

Repeat after me.  Clients don’t care about case law.  Clients don’t care about case law. Clients don’t care about case law.  Don’t write about case law.

Sure it’s the stuff you can geek out on, but clients care about a solution to their problem.  They don’t care about the particulars. They pay you to know the case law and to recommend a solution in the context of their business or their situation, not in the context of a courtroom argument.

One key exception: a new case or new legislation somehow changes or contradicts a common assumption your clients have that impacts their day-to-day decisions.  You can mention it, but when editing, err on the side of “they don’t care, just tell me what I need to do differently with this new information.”

Not having a clear “next-step.”

Once you’ve explained something in their language, how do you get them to take action?  Each piece of content should end with a call to action. It doesn’t have to be fancy, just a simple request written in italics at the end of your post is just fine.  As long as it’s clear what the next step is.

After all, they’re interested enough to read your entire post. They’re feel ingratiated because you gave away your expertise. Capitalize on that using reciprocity as a motivation to (1) ask for a consult request; (2) ask them to join an email list; or (3) ask them to comment.

Finally, your homepage needs an email address and a phone number.  Place it in the footer for sure, but consider placing it in prominent places in your copy.  Finally, make sure to hyperlink your phone number for mobile devices and never embed your contact information in an image (because Google will never find it).

Speaking of mobile…

Not having a responsive website, or not having a mobile site configured properly.

This is 2015, you need to have a website that not only “works” on a mobile device, but is optimized for it.  Why? Anywhere from 40%-55% of search traffic is on a mobile device.  Google started cracking down on April 21st, meaning that if your site isn’t mobile optimized, it will be virtually impossible to find it from a mobile device.  If you want to see if your site is mobile-friendly, you can check out at https://amazelaw.wpengine.com/googletest.  If you find out that your website isn’t mobile friendly, it’s time to upgrade to a mobile responsive site.  For more information about Google’s changes, why they’re happening and what you can do, check out our Mobilegeddon overview for attorneys.

Not having up-to-date and consistent local search listings.

Your #1 priority should be getting a google local listing set up and correct for your site.  This will make sure your business shows up with a map and details when they search for your firm directly, which in turn makes your firm eligible to show up in the local listings that appear on the first page of google just below #1 search position.  Go to the AmazeLaw Google Guide for step-by-step instructions for making sure you’re taking advantage of all of Google’s tools.

Your #2 priority is making sure you have a consistent web listing (with no duplicates) for your firm across the various local search aggregators.  Rather than managing this yourself each time something changes in your business, use Moz Local.  You enter your information once and they publish it and sync it across all of the major local search aggregators. A steal at $84/yr.

Check out the free PDF: Advertising Tips for Lawyers to get some design ideas and easy-to-use tools to a powerful advertising message.

Are you making any of these mistakes?

You’re not alone. These are super common and we can help you avoid each and every one. Want to see how we can take your website from blah to blazing?

Schedule a Demo Today

20 Minute Marketing Plan For The Busy Attorney

We get it. You’re busy! On the long long list of things you have to do in a day, marketing is probably one of your least favorite and often gets lobbed to the end of the todo list.

But successful marketing depends on consistency, and we all know what happens to the tasks at the back of the to-do list.  So let’s set up a plan that will allow you to be consistent without causing the dread of staring at a blank screen wondering what to do.

We’ll start today with social media.  Yes. The amorphous, ubiquitous, and perpetually misunderstood side of marketing.

It can be a pain to sit down and come up with a single Facebook post let alone creating an entire social media strategy.

Well, what if it only took 20 minutes while you were sipping your morning coffee? Well that’s more manageable right? Today we’re going to outline a process and tools that will help you to do just that.

We’ll cover three components of a social media strategy that will allow you to create a bustling social presence without needing to spend all of your time dinking around in the productivity sucking waste-pool that is Facebook.

Without further ado, our first focal point – curation.

ABC – A – Always, B – Be, C – Curating. Always be curating!

What is curating you ask? Curating is collecting and filtering content from across the web that will interest your ideal clients and allow those ideal clients to interact and share with you, and more importantly, their peers, that are also ideal clients.

Everyone is drinking from a firehose these days, and with so much awful content being spewed into the ether by “marketers” it’s harder than ever to filter out the good stuff.  Your goal in this exercise is to be that filter for your ideal clients.

This does two things.  First, it distinguishes you as a thought-leader in your space, and second, it makes you the source for all things true and helpful.

Another way to think of your role in all of this is as a magic flower. No, I’m not on some other magical substance writing that. Your goal is to be like the magic flower in Super Mario Brothers.

For the uninitiated (read: those over 40 or under 25), the magic flower turns regular old Italian plumber Mario into Super Mario. Super Mario is bigger, faster, and stronger than his wrench-wielding alter-ego, and he’s also invincible.

Through your carefully curated information, you can make your ideal clients into super heroes.  They’ll be more on point with what’s going on in their industry. Able to impress their bosses, their clients, and maybe even their spouses with how in tune they are with the world of [insert ideal client’s industry here]. They might get promoted. They might close that deal. They might get their spouse to stop rolling their eyes (unlikely).

But you see where we’re going with this. By giving your ideal clients those super powers, who do you think they’re going to turn to when they have a problem even their super powers can’t handle?  That’s right.  You.

So how do we do this?

First we need a way to keep track of the content we find worthy of sharing. The goal is to find something that you have available at any time, because you never know when you’ll come across something you want to share.  The best tool is the one you have with you.

For capturing content as it flies past you, we recommend an app called Pocket.  Pocket allows you to instantly save the contents of a website while you’re looking at it.  They have a great mobile app so you can just quickly “share to Pocket” and the article gets saved for later review. They even have a browser plugin so when you’re come across a good article at your desk or on your laptop, you can quickly save them there.  You can find Pocket at http://getpocket.com.

But if Pocket isn’t your thing, Evernote’s web clipper can do a great job as well (though if you use Evernote for other aspects of life/business, it’s a little hard to control the clutter of constantly saving articles). And if you don’t want to learn a new tool, a simple note taking app on your phone or (gasp!) an actual notebook, work just as well.  Point being, find a tool that works for you.

So, when you are listening to the news in the morning, scrolling through Facebook or Twitter on your lunch break, etc. always be on the lookout for those magic flower articles.

What do you do once you find one? If you’re using pocket, just save it to Pocket. If not, take down the URL of the story, and then write down the first “take” you had on it. Your thoughts on where it was great or missed the mark slightly, or how it might fit into the bigger picture for your ideal clients.

Then move on, you’re all set.

Now you might be thinking, “Wait, I’m always doing this? I thought you said 20 minutes!” Well, you’re right. You need to be on guard 24/7. But the real benefit is that this takes just a few seconds as you come across great content, and it allows you to do GREAT things in just 20 minutes if you already have a starting point when you sit down each morning.

This next part is where we get into the meat and potatoes. The 20 minute social media habit.

Habits are super powerful when it comes to compounding the returns on your time investment. That’s our goal, to layer up little marketing habits that set you up for that month down the road where you’re suddenly turning away clients because you’re too busy, or thinking about hiring that associate to handle the workload.

So let’s commit to it, right now.  Let’s commit to 5 week days in a row of curating and scheduling social media each morning.  Then we’ll revisit.  Figure out what isn’t working, make tweaks and commit to another five days. Rinse. Repeat.

Here’s the 20 minute morning routine.

First 5 Minutes – (Gasp!) Original Posts

Original posts are always the hardest. But we don’t want to derail the process because we have writer’s block.  Give yourself 5 minutes to come up with an original post or two or three. But stop after 5 minutes, and don’t beat yourself up if you can’t think of anything. That’s why we have that hopper full of curated content, so you don’t always have to be on your A-game.  The juices will start to flow over time, so don’t get hung up here.

Next 10 Minutes – Queue up Curated Content

Next, dig into your treasure trove of curated content, and pick out three or four posts that you can share.  Use a tool like Hootsuite or Buffer to create posts on Twitter or Facebook or LinkedIn. Link to the articles, write in your “take” as the post content, and then get ready to schedule those posts.

Last 5 Minutes – Scheduling for Long Term Success

The powerful part of this plan isn’t necessarily that you’re generating social media posts every day, it’s actually that you’re going to be generating social media posts for weeks or months in the future. To the point that there will be a morning in the future where you’ll sit down and realize you already have two or three posts ready to go for the day.

So here’s how we schedule them.

First, you need to decide how “evergreen” the content is.  Once you figure out which bucket this falls into, follow the scheduling guidelines below.

Breaking News

This content is usually only good for one, maybe two days. Think – a comment on a big supreme court ruling, an announcement of a new staff member, or a comment about a the latest corporation to screw up, etc.  For these posts, we suggest scheduling the post to go out on each of your various channels today. Post once on Facebook and LinkedIn, and consider posting two or three times on Twitter.

Timely

This content is something that is useful now, and likely for the next few weeks or months.  For example, an article about this year’s trends in industry X, how a certain technology is affecting Y, etc.  For these posts, I’d schedule one post for today on each of your channels, then create posts for each channel that are 4, 14, 30, and 60 days out. Note, those numbers aren’t set in stone, but rather ball park values. The idea being to keep the posting going but at larger and larger intervals until you think the article won’t be relevant any more.

Evergreen

These are the holy grail.  They’re the articles that keep on giving, and they’re rarer than one might think. These articles are the ones that will be as useful today as they will be in five years.  For example, with attorneys, these might be articles that relate to handling common situations that ideal clients might not know about. They might be articles about how to think about a particular issue.  And sometimes they come in the form of an article so good that you couldn’t imagine someone covering the topic more completely (like, for example, a 1500 word lesson on how to do your social media in just 20 minutes 🙂

For these posts, schedule out as many as you can forever. For example, post one today, and then repeat monthly or bi monthly for the next year. Basically, for as long as you can go before your 20 minutes runs out.

Conclusion

And that’s it.  If you follow this plan for even a month, you’ll find that your social media hopper is filled out for weeks and months into the future. Your facebook page will no longer be a dormant ghost-town where we promoted that one blog post we wrote 2 years ago. Your twitter account will start to accumulate followers. You’ll start to hear the phrase “oh I saw you posted about that a few weeks ago” at random networking events from people you’ve never met before. You’ll get a referral and when you ask who it’s from, it’ll be from a person you’ve never met, and when you Google them, you’ll see that they’ve been following you for a few months on Twitter.

In short, you’ll start to see why social media can be a real benefit to your firm, and you’ll laugh at the big firms that don’t get why.
Finally, reach out to use here at AmazeLaw. Tell us how this is working for you.  Suggest tweaks. Let us know when you get that superfan client that you realize has been stalking you just a little too creepily on Facebook.

The One Thing You Need To Do To Grow Your Email List

You’ve heard of email lists and how you need to build one, right? Or maybe you haven’t.

Not to worry. In today’s post, we’re going to delve right into what an email list is, why you need to build one, and how to get people to subscribe to your list.

What is an email list?

An email list is a catalog of email addresses that you’ve collected. You may collect these email addresses from your website visitors, social media followers, or the prospects who’ve stopped by your law firm to inquire about your services.

An email list should always consist of those who’ve willingly volunteered their email address. It’s never a good idea to purchase or rent email addresses, for more than one reason.

email-lists

Image Courtesy of HubSpot

Why do I need an email list?

These days, having a website isn’t enough. An estimated 500 websites are created every minute. That means that a site visitor can easily leave your website, never to return again. That’s not because they don’t want to return– maybe they’ve simply forgotten how to find you.

That’s why an email list is crucial. When a visitor loves the information on your site and signs up to receive regular emails from you, you don’t have to worry about them getting lost ever again.

Here are a few other reasons you need an email list:

It helps you stay top of mind. Your email subscribers may not need your services yet, but if you keep in contact with them on a regular basis, they’ll know where to turn when the time arises.

It provides valuable information to your email subscribers. You can educate your email subscribers and keep them in the know about things going on in your practice.

You own your email list. You may have a lot of fans and followers on social media, but at any moment, a social platform could deactivate your account and poof! goes all of your hard work. With an email list, you’ll always have access to your subscribers.

Email is better than social media. A post on a social media timeline or profile only lasts for a few moments before new posts take their place. With email, you have a permanent spot in a subscriber’s inbox until they manually delete you.

Need a step by step checklist for growing your email list? Subscribe to resource our free checklist.

How do I get people to subscribe to my email list?

To get people to subscribe to your email list, you need to present it as an option. People won’t subscribe if they don’t know about your email list. They won’t go searching for it, either.

Here’s how to get people to join your email list:

Ask them. It may seem obvious to you, but it’s not obvious to visitors. They may not notice your email list unless you tell them it’s there. Ask in your blog posts, on your website (have a permanent spot for email signups– we’ll help you with this), and on your social media pages.

Give them a reason. Sometimes, asking isn’t enough. You may also need to encourage them with a lead magnet. This lead magnet will draw subscribers in and give them an instant reward for signing up to your email list.

Wait, what’s a lead magnet?

You’ve seen lead magnets before, but probably didn’t know them by name. A lead magnet is an incentive offered to site visitors in exchange for their email addresses.

A lead magnet should be valuable and relevant for site visitors. It’s not about stroking your ego (i.e. ‘check out why we’re so great’). It should be about helping, informing, or entertaining your audience.

We have our very own lead magnet right here on our site. By entering your first name and email address here, you’ll receive a weekly marketing plan delivered straight to your inbox.

weekly-marketing-plan

Join our weekly marketing plan here

Here are a few takeaways from our lead magnet:

It’s not smarmy. We’re not trying to trick you into joining our email list with smoke and mirrors. You know that by giving us your email address, we’re going to email you.

It’s valuable. It gives something in exchange for joining. We tell you how you’ll benefit from joining our email list (you’ll receive a free actionable plan every week).

It doesn’t ask for too much. Anytime you’re asking your site visitors for more than a name and email address, you’re scaring them away. Keep a simple form for your email signup.

How to create an amazing lead magnet

Now that we’ve gone over what a lead magnet is, it’s time to figure out how to make one that your site visitors will actually want.

First, settle on an idea for your lead magnet. As you can imagine, your lead magnet will vary depending on your area of practice and the needs of your client.

Here’s a few examples for different practice areas:

Bankruptcy – An ebook, Which Chapter of Bankruptcy is Right for Me?

Business – A guide, LLC, Corporation, Sole Proprietorship, Oh My! Which One Should You Choose?

Criminal – A guide, Is Marijuana Still Illegal? A List of States and Their Laws Concerning Marijuana

Entertainment – A video series, How Do I Know If I Need An Entertainment Lawyer?

Family – A guide, A Guide to Calculating Child Support in Your State

Immigration – An ebook, Understanding the Rules of a K-1 Visa

Intellectual Property – A guide, A Step by Step Guide to Copyrighting and Protecting Your Ideas

Labor – A printable, A Printable List of State Labor Laws

Medical – A guide, Medical Malpractice: Should You Settle or Go to Court?

Personal Injury – A checklist, What Should You Do Immediately After Getting Injured on the Job?

Second, create your lead magnet. Don’t worry– it doesn’t have to be fancy. It can be simply created and formatted with a program like Microsoft Word or Pages for Mac. If you don’t have either of those, you can create a lead magnet with the free web-based option Google Docs.

Start by creating an outline of what you’d like to talk about within your lead magnet. Don’t hold back. The more content you can add, the better. Next, type it all out and don’t edit yourself until you’re done. After you’ve written a rough draft, you can come back and edit for clarity and cohesion. Finally, add graphics to your lead magnet to spice it up and inject visual interest. Here’s a list of free stock libraries that you can check out.

Third and finally, set up an account with MailChimp, if you haven’t already. MailChimp is an email marketing service that allows you to send out your lead magnets to new subscribers automatically. Even better– AmazeLaw seamlessly integrates with MailChimp. Set up is easy, but if you have any questions, let us know.

Final Thoughts

Voilà! You’re done. A lead magnet will draw your clients in and grow your email list. You’ll wonder why you didn’t do this sooner.

Need a step-by-step checklist for growing your email list? Subscribe to resource our free checklist.

Choosing The Best Social Media Platform For Your Brand

Here’s a question that’ll give you a deer-in-the-headlights look: what social media platform should you focus on?

You’ve heard a little bit about Twitter, you use Facebook to keep up with your friends and family, and you watch YouTube everyday, but how can you use any of these platforms to advertise your legal services?

That’s not the only question you have about social media. I’m sure you’ve asked yourself one or more of the following:

  • Can I be on more than one platform?
  • How do I get more people to follow me on this platforms?
  • What if I don’t do it right?
  • How do I find time to post on social media when I’m already busy as it is?

If you’ve asked any of the above questions, this post is tailor-made for you. We’ll tackle all of them (and more). By the end of this post, you’ll be confident in which social media platform to choose and how to work it like a boss. Are you ready? Let’s do this!

Would you like an example of law-related brands that get it right on social media? Subscribe to receive this extra resource.

Here’s some totally non-creepy advice: find out where your ideal client lives (online) and set up shop there.

If you’re focused on corporate, tax, or labor law, your clients are probably on the social platform LinkedIn. LinkedIn is for professionals who are looking to hire for their companies. That’s why it would make sense to be there if your law firm services businesses and not individuals.

On the other hand, if you’re focused on individuals and not businesses, you’ll find more success on platforms like Facebook. Family law, personal injury, and bankruptcy lawyers can do well with a representation on Facebook.

We’ll go into more detail a little further down below.

Can I be on more than one platform?

Absolutely. You can be on one or five. That said, you don’t want to spread yourself too thin. It takes time and effort to make posts for each platform. If your target client doesn’t exist on a specific platform, there’s no need to be there, no matter how popular that site is.

For example, if your client is all corporate all the time, there’s no need to be on a personal-leaning platform like Instagram.

How do I grow my list of fans and followers?

You’ll grow your list of people who follow you by posting valuable information and doing so consistently.

Don’t post sporadically. If you post multiple times per day every day for two weeks and then go dark for two months, you’ll lose a lot of subscribers when you decide to post again. Why? Because they’ll forget who you are and wonder why you’re posting in their feed—or they’ll just unsubscribe after your lengthy absence because they figure you’ve left for good.

Also, engagement matters. You can’t just post a bunch of self-promotion about you and your law firm. You should take the time to interact with your followers. Answer their questions, even if they’re not directed directly at you.

What if I don’t do it right?

Unless you infuse politics, religion, and too many cat pictures in your social updates, you’re going to be fine. Scratch that last part—there’s never enough cat pictures on the Internet.

bullet-cats

Image Courtesy of Know Your Meme

The most important thing to remember in your social strategy is to provide value to your fans and followers.

What does this mean for a law firm? Discuss current topics, especially those related to your area of practice. Are you an immigration attorney? Highlight human interest stories in the media that may inform or entertain your followers. Are you a labor attorney? Your audience may enjoy a series of visual infographics that illustrate (and make plain) current labor laws.

Remember: Don’t aggressively tout your services. Give as much information as you can. They’ll crave more.

How do I find time to post when I’m already busy as it is?

For just about every social media platform, there’s a scheduling service that can help you automate your posts. We’ll highlight them below.

Twitter

You have 140 characters or less to say something epic. The average Twitter user is between the ages of 18-49 with a college degree. Slightly more men are on Twitter.

Types of lawyers who should consider this medium:
Bankruptcy, Business (Corporate), Civil Rights, Criminal, Entertainment, Environmental, Family, Health, Immigration, Intellectual Property, Labor, Personal Injury, Real Estate, Tax

Why you should consider this medium:
Twitter is great for connecting with other lawyers, sharing inspiration with your followers, and providing quick bursts of useful information.

When to post: 1pm – 3pm Monday through Thursday and Sunday

post-planner

Image Courtesy of Post Planner

When not to post: 8pm – 9am everyday and Fridays after 3pm

How often: three times a day to as much as you’d like

Best practices:
+Use Buffer or Hootsuite to automatically post, even when you’re away from your computer.
+Ask questions and post polls to encourage interaction.
+Use a lot of #hashtags (around five is the sweet spot).
+Follow new people every day to grow your potential followers. Use Twitter’s “who to follow” recommendations to find more people who’ll love your content.
+Favorite retweets to show your gratitude.

Facebook

Approximately one out of every seven people on earth have a Facebook profile. That’s reason enough to create a business profile here.

Types of lawyers who should consider this medium:
Bankruptcy, Civil Rights, Criminal, Entertainment, Environmental, Family, Health, Immigration, Intellectual Property, Labor, Personal Injury, Real Estate, Tax

Why you should consider this medium:
Use Facebook to grow your community, promote events, and help explain complicated subject matter. There are a lot of people on Facebook, so it’s a good place to start no matter what type of law you practice.

When to post: 1pm – 4pm Mondays through Thursday

When not to post: 8pm – 8am or on Saturdays

optimizely

Image Courtesy of Optimizely

How often: No more than five times per day

Best practices:
+Ask questions.
+Include photos with every post to grab people’s attention.
+Upload a cover photo that shows off who you are.
+Keep your posts to 40 characters or less.

sumall

Image Courtesy of Sumall

Instagram

This visual medium appeals to the young crowd (under 30). It’s used mostly by women in urban areas.

Types of lawyers who should consider this medium:
Criminal, Entertainment, Family, Immigration, Intellectual Property, Personal Injury

Why you should consider this medium:
Instagram is all about visual stimulation. Use this platform to share daily inspirational quotes, post behind-the-scenes images, and share a day in your life. You can also post graphics that illustrate a complicated law or idea.

When to post: Daily

When not to post: n/a

How often: Two times per day

Best practices:
+Hashtags are your friend. Use them to get discovered in organic search.
+Follow hashtag trends and engage in the conversation.
+Encourage user-generated content by asking your followers to post under specific themes with your personalized hashtag.
+Use captions for clarity.
+Follow those who follow you and like your posts.
+Use high quality images.
+Use services like Schedugram, Onlypult, and Latergram to schedule out your Instagram posts.

YouTube

The largest demographic on YouTube is between the ages of 25 to 44. It’s highly targeted to millennials, though.

Types of lawyers who should consider this medium:
Bankruptcy, Business (Corporate), Civil Rights, Criminal, Entertainment, Environmental, Family, Health, Immigration, Intellectual Property, Labor, Personal Injury, Real Estate, Tax

Why you should consider this medium:
YouTube is the second-largest search engine in the world. It also serves as a wonderful discovery engine. Your client can reach you simply by typing in keywords like “bankruptcy law for Florida.” As long as you’ve added this term to your video, you’ll pop up in the search results.

When to post: Monday-Wednesday: 2pm-4pm EST

Thursday-Friday: Noon-3pm EST

Saturday-Sunday:  9am-11am EST

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Image Courtesy of TrackMaven

When not to post:

Over the holidays (July 4th, Thanksgiving, Christmas, end of December and beginning of January)

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Image Courtesy of Hypebot

How often: It’s more about consistency than how many per week

Best practices:
+Keep your videos under three minutes long.
+Unless your law firm is moonlighting as a sitcom, don’t include a long intro with a theme song. It’s a waste of your three minutes.
+Post on a regular schedule, whether that’s once per week or specific days each week.
+Respond to comments.
+Film your video in landscape mode, not portrait.

Pinterest

Approximately 69% of Pinterest users are women. Sorry James Brown: on Pinterest, it’s a woman’s world.

Types of lawyers who should consider this medium:
Bankruptcy, Family

Why you should consider this medium:

If most of your clients are women or families, you should definitely consider creating a profile on Pinterest. It may even be a good idea to pay for promoted pins (this is a paid ad on Pinterest).

When to post: 2pm – 4pm and 8pm – 1am

When not to post: 5pm – 7pm

How often: Five posts per day

Best practices:
+Add a thorough description on your pins (this is what they call a post on Pinterest) to make it easy for people to find you.
+Vertical images are better than horizontal.
+Use Tailwind, Viraltag, and Viralwoot to schedule your pins on Pinterest.

tailwind

Image Courtesy of Tailwind

LinkedIn

LinkedIn is the social platform for professionals, most between the ages of 30-64. It’s strictly business here.

Types of lawyers who should consider this medium:
Business (Corporate), Entertainment, Intellectual Property, International, Labor, Real Estate, Tax

Why you should consider this medium:
LinkedIn is the best place to reach businesses who may need your service.

When to post: 7am to 9am and 5pm to 6pm Tuesday through Thursday

When not to post: 10pm to 6am and the weekends

coschedule

Image Courtesy of Coschedule

How often: One post per day Monday through Friday

Best practices:
+Give endorsements and get endorsements.
+Write posts on your legal discipline to increase your expert status. +Focus on writing how-to and list-based articles.
+Add photos and videos to spice up your posts.
+Join legal groups.
+Don’t include #hashtags (it’s not useful).

Overall Tips

+Interact with your audience whenever possible. Respond to comments.
+Use the 80/20 rule. Post helpful content 80% of the time, and market yourself 20% of the time.
+Only focus on the social platforms that provide you with the most engagement.
+Create a consistent visual brand on your social media platforms. Check out this post for more details on how to build a visual identity.

Final Thoughts

Choosing the perfect social media platform isn’t so hard now that you’ve got this guide to help you out. Remember that there’s not a one-size-fits-all solution for your legal practice, and you may have to experiment with different platforms to see which one gives you the best results. If you need extra guidance, we’re here to help you every step of the way.

Would you like an example of law-related brands that get it right on social media? Subscribe to receive this extra resource.