Client Development: Using the Internet to Market a Law

Practice

By

Kirk Chocholek

Disclaimer

The following slides supplement a presentation. The information contained herein is intended to provide general information with respect to internet marketing and how it is currently being used by various attorneys. 

Readers of these presentation materials are advised to check their state rules of professional responsibility and any other related sources of information which may govern such issues.

Marketing strategies or practices presented in this presentation may not be suitable for your law practice or jurisdiction.Like any presentation, these materials are not meant to be a substitute for qualified technical or legal counsel. These materials are presented for information purposes only. All liability disclaimed.

Why Market Online?

More people using Internet to find Lawyers.

Economical with low barriers to entry.

Strengthens other marketing activities.

Impress opposing counsel, potential hires, insurance adjusters, and decision makers.

Why Market Online?

What You Need?

Domain Name - yourlawfirm.comWeb Hosting - to make your site visible online.Time - to do it yourself or work with service providers.Money - to outsource web design and pay for hosting.Knowledge - to make smart choices, hire right people, etc.

Domain Names

Law firms commonly choose either:

1.  Domain names based on the firm nameowww.yourlawfirmname.com 

2.  Practice area based domainsowww.illinois-injury-lawyers.com

Web Hosting

• Makes website accessible• Uptime important• Speed important• Platform Important

oLinux or Windows• IP neighborhoods can be an issue• Security measures• Customer Service

In House or Hire?

• DIY web design is usually a bad idea for a lawyero Highly Technical Endeavor

Cross Browser Issues Security Issues

o Good Design is an Art• DIY internet marketing OK, but be ethical

o Social Media and Link Building Activityo Lawyer Directories, etc.

• DIY search engine optimization -- maybeo Easier to learn and can be done without programming

skillso Can often control SEO through Website Admin

Elements of a Good Website

1.Clear Call to Actiono Phone numbero Web Form

• Easy to Navigate• Pleasant Design and Good Photography• Search Engine Friendly

o Page Structureo XML Site Maps

• Good Engineeringo Easy to Update and Add New Contento Upgradeable with advances in technology

Promoting Your Practice Online

1.Search EnginesoNatural SearchoPaid Search / Pay Per Click

• Lawyer DirectoriesoLawyers.comoFindlaw.com

• Pay Per Performance• Online Classifieds & Social Media 

o  Craigslist.org, Twitter, Facebook

Search Engine Marketing Methods

Natural Search Marketing

• 70% Search Traffic• SEO and Link Building

Expenses• Long Term Strategy• Higher Listing = More

Traffic• Highly Competitive• Changing Search Engine

Algorithms

Paid Search Marketing

• 30% Search Traffic• Bid for Placement - Pay for

Clicks• Quick Solution• Higher Bid = Higher

Placement • Highly Competitive• Click Fraud Possibilities

Natural Search and SEO

• Results Generally Based on Three Key Factorso Quality of Web Contento Quality of Website Engineeringo Inbound Links from Quality Sites

• Other Important Factorso Age of Web Siteo Quality and Quantity of Outbound Links

• Good SEO Involveso Keyword Researcho On Page Optimization

Keyword Proximity, Density, Frequency, etc.

Paid Search Basics

• Google & Bing are primary players• Need to Establish Key Phrases and Locations• Plan Budget, Bids, Ad Copy, & Landing Pages• Monitor

o ImpressionsoClicksoConversions

Lawyer Directories

• Compete with lawyers for Natural and Paid Search positions

• Visibility and Location Can Influence Results• Usually Involve Some Form of Paid Listing or Link

Payment• Factors to Consider

o Cost of Service and Terms of Agreemento Search Visibility of Directory for Relevant

Keywordso Visibility of Listings within Directory

Pay Per Performance

What is it? (generally) Group Marketing Model sponsored by for-profit entities that lawyers pay to participate in.How it works? (can vary)Initial advertisements by marketing group will not indicate a particular attorney. After prospects make contact with group marketer -- more information about individual potential attorneys released.Some things to consider? (be careful) Potential ethical implications can arise concerning the group's level of screening, matching, terminology, fee structure, etc..

Online Classifieds

Examplehttp://chicago.craigslist.org/lgs/

Social Media Marketing

LinkedIn, Twitter, & Facebook

Possible Uses• Increase Brand Awareness• Increase Professional Referral Network

Beware of• Ethical implications• Cross jurisdictional issues

Thank You

For more lawyer website design and internet marketing information, please visit:

http://lawconsuls.com