The document provides an overview of creating an effective web strategy for law firms. It discusses building a web strategy to attract new clients and prosper online. Specific topics covered include online reputation management, search engine optimization, using social media, legal directories, content creation, and blogging. The presentation emphasizes establishing an online presence, optimizing websites for search engines, engaging clients through social platforms, and positioning the firm as experts in their field through high-quality online content.
2. Agenda
Build a web strategy to prosper
Online reputation management for
referrals
Search Engine Optimization/SEO
Social media
Play to compete and win
Evaluate your website SEO
Build your web strategy to achieve
more and better cases
3. Speakers:
Thomas Atkinson,
Attorney at Law
Education
Hamline University School of Law, St. Paul,
Minnesota
JD - May, 1993
Marquette University, Milwaukee,
Wisconsin, USA - Nominated
BA History - May, 1990 to super
Areas of Practice lawyers list
Workers Compensation
Social Security -- Disability - AV Rated
4. Speakers:
Ryan Tauer, Internet
Marketing Consultant
Education
St John’s University, Collegeville,
Minnesota USA
BA Sociology - May, 2002
5 year tenure in lawyer internet marketing, advised
100s of law firms in the US and UK. Dedicated to
MN and WI law firms.
12. Create Your Own Destiny
Firm’s Web Site
PDF – Article in
Super Lawyers
Expert Web site
Expert Web site
FindLaw
directory listing
Blog
HG.org firm
listing
Video
Video
Local Business
Listing
13. Defending your online reputation (if attacked)
Recourse is limited
Contact site owner, request removal
or post follow up comments
Reputation Defender – software for Online
Reputation Management
Sincerity – Transparency
& Consistency
15. How Consumers research legal problems
More people go to the Internet for solutions than any other source!
Source: Pew Internet & American Life Project, December 2007. Survey on how Americans address common problems that might
be linked to the government, including becoming involved in a legal matter.
16. The Legal Consumer Online
95% of consumers research general
information on their legal need
Nearly 50% of consumers researching
the Internet contacted an attorney
56% contacted only one attorney
70% of those who contacted an
attorney decided to hire an attorney
Others validated attorney referrals,
or accessed multiple Web sites to
get more information about
various attorneys and law firms
Source: FindLaw, How U.S. Consumers Meet Their Legal Needs Online, August 2006.
27. Non-Vanity Search Phrase – Certified Specialist
How a client will search for help with a specific legal need
(they do not use the same legal terms as lawyers)
28. How Google Ranks – What matters the most?
On-page SEO
Off-page SEO
29. Online Legal Directories: Why They Matter
Online directories help consumers research their legal issue and
search for lawyers in a specific area of practice and region
A Starting Point for Clients:
Directories are a commonly used
starting point for many people
researching their legal issue
Powerful Search Tools: Clients use
directories to search for lawyers in a
specific specialty and geographic region
Highly Visited and Fast Growing
Portals: Directories receive millions of
visitors every year, and their use
continues to grow
31. Design: art and science
Clarity, not complexity
– User-friendly sites welcome visitors
with a clear and intuitive layout
Easy-to-follow content
– Include practice areas, attorney
profiles, and information about
a variety of legal issues
Contact information
– Make it easy to contact your firm!
32.
33. Content Is King
Content should achieve three basic functions.
• Position your firm and represent the quality of your work.
• Strengthen the Web sites visibility on the Search Engines.
• Position yourself as an expert at solving — and preventing — problems.
34. Social Media
More than 700,000 local businesses
have active Pages on Facebook.
Purpose-built Facebook pages have
created more than 5.3bn fans.
It is a means to make connections with
people who want to hear from you
Time intensive form of marketing
Source: http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited
35. Importance of Blogs
Capitalize on the importance search engines place on
fresh, relevant content through blogging!
• 77% of Internet users read blogs
• 71% of bloggers increased the visibility of their business
• 58% of bloggers became better known in the industry
• 56% of bloggers established their company as a thought
leader
Source: Technorati Authority, 2009
36. BLOG TIPS YOUR
Don’t just blow your horn all day
Listen to what’s out there
Add insight and commentary
Understand who your audience is
Focus on the concerns and challenges they face
Source: HubSpot
37. Get Started
Your
Create & Publish Content
Starting an active content strategy Auto
Published
Create & optimize your blog
Create Facebook, Twitter and LinkedIn business Auto
page/s Published
Connect your blog/s to your social media
Promote your social media
Auto
Published
Online directories play and increasingly important role in how consumers find legal information and representation. Often they are a starting point for people wanting more information about their legal needs. They are an easy way for consumers to find local attorneys that can assist with their specific need.
Go to insight, review referring domains
[TBD]Overview of social media an why they should care.
Ask Tom about his two blogs and how it contributes to his traffic, see insight reports.
[Amy]
[Amy – recap how to get started focusing on the positives of social media]