Marketing Your Firm Online Strategy and Ethics

Jabez LeBret jabez@gngf.com

JABEZ LeBRET

Where We Are

Our Book AMAZON’S #1 BEST-SELLING LAW PRACTICE MARKETING BOOK

Jabez LeBret Mark Homer

How to Turn Clicks INTO CLIENTS

THIRD EDITION

ONLINE

PRACTICESTRATEGIES

LAW

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51.5%67.5%

Internet Source

Referral

Referrals Are Going Online

Before They Meet The Lawyer

2005

Online = Website

2015

Online = Presence

2005 2015

2005

2015

Firm Website Firm Website

!

Images !

LinkedIn Yelp Avvo

Page #1

Directory Listings

Google+ Local

16,713 Views No Branding

No Images

Google+ Local

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@gngfound

GOOGLE+ LOCAL

WHY REVIEWS MATTER

67% OF CONSUMERS

READ 6 REVIEWS OR

LESS TO MAKE UP THEIR MIND

SAY POSITIVE REVIEWS MAKE THEM TRUST A BUSINESS MORE

OF CONSUMERS TRUST ONLINE REVIEWS AS MUCH AS P E R S O N A L RECOMMENDATIONS

79% 73%

Image of search result with stars

Reviews

Where to Get Reviews:

Reviews

Reviews

ReviewsThe Knowledge Graph

Reviews• Don’t  make  up  pro/iles  to  write  reviews  • You  can’t  write  your  own  online  reviews  • Don’t  pay  for  reviews    • Be  careful  when  asking  for  reviews    • You  are  responsible  for  the  content  of  that  review    !

EXAMPLE:  Joe  Smith  leaves  a  review:    “Jim  will  win  every  time.  He  won  $1  million  for  me  in  an  auto  accident  lawsuit,  Jim  is  the  best  Personal  Injury  attorney  ever!!”

It is MORE than just a website

Your Website

Your Website

Your Website

Your Website

Your Website Disclaimer

Keyword Stuffing

We  sell  custom  cigar  humidors.  Our  custom  cigar  humidors  are  handmade.  If  you’re  thinking  of  buying  a  custom  cigar  humidor,  please  contact  our  custom  cigar  humidor  specialists  at  Custom.Cigar@humidor.com

1.Repeating  the  same  words  or  phrases  so  often  that  it  sounds  unnatural,  for  example:

Keyword Stuffing1.“Blocks  of  text  listing  cities  and  states  a  webpage  is  trying  to  rank  for”

Pasadena,  Sherman  Oaks,  Encino,  Culver  City,  Van  Nuys,  Santa  Clara,  Ventura,  Simi  Valley,  Thousands  Oaks

Your Website Ethics1. Any  communication  made  pursuant  to  this  rule  shall  include  the  name  and  of/ice  address  of  at  least  one  lawyer  or  law  /irm  responsible  for  its  content  

2. Do  not  make  statements  that  lead  someone  to  expect  results  like  “I  can  save  your  business”  or  “I  will  get  you  money  for  your  [Blank].”  Avoid  even  saying  “I  can  [Blank]  for  you”  

3. Images  can  get  you  in  trouble  4. No  advertising  disclaimer  needed  when  has  a  family,  close  personal,  or  prior  professional  relationship  with  the  lawyer.  

5. Make  statements  that  imply  results

MOBILE

24%

Impact of Mobile

25%

9%66%

Desktop Tablet Mobile

data from 30,191 visits from August 2014

@gngfound

MOBILE WEBSITE SEARCH

CONTENT

Search Engine Benefit

Google Authorship

Content - Blogging

SEO Value? Deeper Content

Fewer Posts Still Good

Add Personality

Creating Content“This does not mean that you cannot do your divorce yourself. However, many people who do not consult with attorneys may leave out certain very important provisions that can come back to haunt them later on, and cost them a great deal.” !

Nevada Divorce Attorney + 12 Other States

City Pages Practice Area Pages

Other Content

Lawyer Bio(s)

SOCIAL

Social Media

Ethics•What  counts  as  advice    • Is  this  Advertising    •Don’t  Imply  Results  or  Mislead      •Creating  a  client  relationship  •Discovery  issues  •Keep  records  of  ads  •Mentioning  Judicial  Of/icers,  Neutrals  etc  

Marketing Your Firm Online Strategy and Ethics

Jabez LeBret jabez@gngf.com