This in-depth guide with specific action points will help your law firm improve its internet presence, enabling you to get more clients for your law firm. This guide includes topics on 1) getting an @yourlawfirmname.com email address to be more professional; 2) improving your website to get more clients calling you; 3) using SEO to improve yourr website's placement in search engine results; 4) internet marketing strategies; and 5) effective use of social media to get new clients.
5. Your Email Address
As of 2013, corresponding with clients from an
@aol.com e-mail address, or any e-mail address
that isn’t “@yourfirmname.com” is
unprofessional.
JurisPage.com
6. Your Email Address
Getting a domain-name email address is easy
and you can still use your Gmail or AOL e-mail
software to answer emails sent to your
“@yourfirmname.com” domain.
JurisPage.com
7. Your Email Address
There are four main steps to getting an
“@yourfirmname.com” -type e-mail address
JurisPage.com
8. Your Email Address
1. Buy a .com domain through a domain
registrar (if you don’t have one already).
Popular options are
godaddy.com, enom.com, and namecheap.com
JurisPage.com
9. Your Email Address
2. Find an e-mail host provider (Gmail offers
hosted email for $5/month per user; Zoho.com
is a great free alternative if you have 5 or fewer
users)
JurisPage.com
10. Your Email Address
3. Go to your domain registrar settings to
change the e-mail records following your e-mail
host’s instructions
JurisPage.com
11. Your Email Address
4. Configure your e-mail client software and
smartphone following your e-mail host’s
instructions.
JurisPage.com
18. Your Website
Two reasons:
1) Branding – representing your firm’s identity
online
2) More importantly, getting new clients
JurisPage.com
19. Your Website
• Your website’s main purpose is to get
prospective clients to:
1) Trust your lawyering abilities based on a
cursory view of your site content; and
2) Pick up the phone to call you
JurisPage.com
21. Your Website
Your website’s purpose is simple, and should be
single-minded in its goal to get new clients
JurisPage.com
22. So You Have a Website
People can find your firm
JurisPage.com
23. So You Have a Website
People can find your firm
Nearly all prospective clients referred to you will
look up your website
JurisPage.com
24. You Have a Website
What’s going to happen next?
JurisPage.com
25. You Have a Website
Will a visitor call you or will they Google another
law firm?
JurisPage.com
26. You Have a Website
• This is the “Conversion Moment”
• This is where clients decide to give you a call
or go with another law firm
JurisPage.com
vs
27. You Have a Website
There are several steps to take to improve your
website and control the Conversion Moment
JurisPage.com
28. What hinders conversion?
• Not Mobile-Ready
• No Clear “Call To Action”
• No “Social Proof”
• Not Blogging
• No Analytic Tracking
JurisPage.com
31. No Mobile Readiness
• If your website is mobile-ready: great.
• If not: tell your web designer to make your site
mobile. It pays dividends.
JurisPage.com
32. No Mobile Readiness
Google’s algorithm now penalizes non-mobile
websites and can bury your site in search
results, causing you to miss out on clients.
JurisPage.com
33. No Clear Call To Action
Your Website should encourage people
to contact you. If you don’t, you may
be losing potential clients.
JurisPage.com
34. No Clear Call To Action
Your Website should encourage people
to contact you. If you don’t, you may
be losing potential clients.
Being subtle doesn’t get you paying
clients.
JurisPage.com
35. No Clear Call To Action
Include a contact form on each page of
your website, preferably in either a
sidebar or at the bottom of each page.
JurisPage.com
36. JurisPage.com
Call To Action
Make it so the visitor has to make the littlest amount of effort to be able to reach you.
Include a contact box on the side or bottom of every page on your site.
37. Call To Action
A phone number at the top of each page
reminds visitors that they can call you to
get more information.
JurisPage.com
38. Call To Action
A website can’t tell a visitor if they have a
case, but it can tell them to contact you to
find out if they do.
JurisPage.com
39. No Social Proof
People are more likely to use your
services if they are recommended from
a friend or someone else who can
vouch for you.
JurisPage.com
40. No Social Proof
The client needs to be sure that you
are capable of doing a good job, after
all, they may be spending a lot of
money on your services.
JurisPage.com
41. No Social Proof
Your website can build social proof in a
few ways:
1) Testimonials
2) Results
3) Honors / Memberships
4) Blogging
JurisPage.com
46. Why Blogging?
• More website traffic
• Blogging gives you authority (“social proof”)
• Differentiate yourself from other law firms
• Networking and referral potential
• Better SEO (more relevant blog posts on your
law firm’s practice areas will make Google
prefer your law firm website in search results)
JurisPage.com
47. Hurdles to Blogging
“What Would I Write About?”
JurisPage.com
Blog Topic Suggestions:
Newly decided cases
Recently enacted laws
Recent controversies
Information on your practice area for
the non-lawyer / potential client
48. Hurdles to Blogging
“I’m too busy”
• Outsource It
– Legal interns
– Summer associates
– Paralegals
– Entry-level associates
– Paid bloggers
JurisPage.com
50. You Don’t Have Analytics
Wouldn’t you like to be able to see what pages
your website visitors are looking at and how
long they are staying there?
JurisPage.com
51. You Don’t Have Analytics
Google Analytics does just that. It is your
ultimate tool to monitor your Conversion
Moment and help you to improve your
conversion rate.
JurisPage.com
52. You Don’t Have Analytics
Google Analytics monitors every quantifiable
aspect of your website traffic. It breaks down
your visitors’ geography, what site got them to
your website, what keywords they searched for
to reach you, and how much time was spent on
your website.
JurisPage.com
54. Analytics
This tool tells you what is and isn’t working
when it comes to your law firm’s Internet
presence. It prevents you from flying blind and
trying everything to get new visitors.
JurisPage.com
60. SEO vs. Internet Marketing
• SEO = organic search engine traffic
• Internet marketing = paid advertisements
JurisPage.com
61. How SEO Works
Search engine algorithms prefer content that
other reliable websites provide links to
JurisPage.com
62. How SEO Works
Search engine algorithms prefer content that
other reliable websites provide links to
Google, for example, ranks websites based on
their reliability, and any links that come from the
higher-ranked websites are given preference in
search engine results (PageRank)
JurisPage.com
64. JurisPage.com
Low PageRank Law Blogs
WestLaw
Example of how Google’s algorithm works – higher
quality links boost your website’s reputation
65. SEO For Lawyers
More high-quality links to your website means
better search engine results placement.
Good Website Content (e.g. blog) -> More Links
JurisPage.com
66. Legal Directories
• Reach many more visitors of popular
legal websites that get top organic
billing
• Lawyers.com/Lexis/Martindale
• SuperLawyers
• FindLaw
JurisPage.com
PageRanks for Legal
Directories
FindLaw - 7
SuperLawyers - 7
Avvo - 6
Lexis - 6
Martindale - 7
Lawyers.com - 7
68. Local Directory Placement
If Google knows where your law firm is
located, it can recommend your website to
people looking for attorneys in your region.
JurisPage.com
69. Local Directory Placement
Signing up for a local directory site like Google
Places, Manta, and Avvo can get you more
exposure and also increase SEO.
JurisPage.com
70. Internet Marketing
Advertising in Google and Bing can get clients to
your website (through the front door). Once
they’re there, it’s up to your website to get them
to stay with you.
JurisPage.com
72. Internet Marketing
With Google Adwords, you can target your ads
at specific keywords (e.g. “criminal defense
lawyer” or “criminal defense attorney”) and
limit your advertising to a particular region (e.g.
New York City) so that you’re reaching the
people who are searching for your services in
your region.
JurisPage.com
73. Internet Marketing
Law firm internet marketing can also include
paying a monthly subscription to websites like
Lexis / Martindale, Findlaw, and Legalmatch.com
to join their lawyer directories and get leads.
JurisPage.com
74. Social Media
Using social media is good for SEO and can get
you new clients.
Google’s search algorithm cares about social
media sharing.
JurisPage.com
75. Social Media
Social media sites (as much as some of us may
hate them) are vehicles for linking your content
for SEO and reaching a new audience.
• LinkedIn
• Twitter
• Facebook
• Quora
JurisPage.com
85. Quora
Write blog posts about relevant topics and
provide links to them in answered questions.
JurisPage.com
86. HootSuite
A free app that allows you to integrate all your
social media accounts in one place, and post
new blog post links to every social media
account simultaneously, saving you time.
JurisPage.com
88. Bringing it Home
Here are some action point takeaways from this slide
deck:
JurisPage.com
89. Bringing it Home
Here are some action point takeaways from this slide
deck:
1) Use a professional @yoursite.com email address
2) Create a website geared towards converting
visitors to prospective clients
– Contact, social proof, blogging, analytics
3) Use SEO and Internet marketing to be found
online
4) Use social media well
JurisPage.com
This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
This is one of the biggest offenders I’ve seen – attorneys who use “yourname@aol.com” or “yourlawfirm@aol.com” email addresses. As of now, corresponding with clients from an @aol.com or @gmail.com e-mail address is unprofessional. You need an email address that is “yourname@yourdomainname.com.”
Google’s search algorithm now penalizes websites that aren’t “responsive” or mobile-ready. A responsive website changes its dimensions when it is viewed on a smaller screen. For example, on a mobile device, the menu may appear on a small drop-down as opposed to being a long bar that goes the entire screen width.
Google’s search algorithm now penalizes websites that aren’t “responsive” or mobile-ready. A responsive website changes its dimensions when it is viewed on a smaller screen. For example, on a mobile device, the menu may appear on a small drop-down as opposed to being a long bar that goes the entire screen width.
A Call to Action or CTA is the engagement activity a website has to get a visitor to become a paying client. For a law firm website, it would be either a “Call Us” text box with a phone number or a contact form.
A Call to Action or CTA is the engagement activity a website has to get a visitor to become a paying client. For a law firm website, it would be either a “Call Us” text box with a phone number or a contact form.
Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
Here is a contact form. For attorneys, we recommend including a Phone Number box so you can call your prospective client right away.
Displaying a phone number prominently encourages site visitors to give you a call to get more information on their potential case.
Displaying a phone number prominently encourages site visitors to give you a call to get more information on their potential case.
Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
Contact forms allow users to send you their information so you can call them to follow up on their inquiries.
Contact forms allow users to send you their information so you can call them to follow up on their inquiries.