let your clients find you: marketing your firm online

Let Your Clients Find You: Marketing Your Firm Online

Joshua Lenon – Clio Gyi Tsakalakis – AttorneySync

Faces & Names

2

Joshua'Lenon'Lawyer'in'Residence'

'Clio'

Gyi'Tsakalakis'SEO,'SEM,'Analy5cs'

'A3orneySync'

Today’s Presentation

•  Shifting Marketing Landscape (10 min)

•  Rules Affecting Lawyers Advertising Online (10 min)

•  Creating a Digital Presence (30 min)

•  Questions (10)

– Guest Panelist: Big Data in Practice

– Questions

Today’s Presentation

•  Shifting Marketing Landscape

•  Rules Affecting Lawyers Advertising Online

•  Creating a Digital Presence

•  Questions

– Guest Panelist: Big Data in Practice

– Questions

SHIFTING MARKETING LANDSCAPE

Traditional Lawyer Advertising

Lawyer Advertising

Lawyers have always been regulated when advertising.

Florida Advertising Rules

Florida’s lawyer advertising rules apply to all forms of communication seeking legal employment in any print or electronic forum, including but not limited to newspapers, magazines, brochures, flyers, television, radio, direct mail, electronic mail, and Internet, including banners, pop-ups, websites, social networking, and video sharing media.

Rule'487.11(a)'


Required Content: •  Name of Lawyer or Firm •  Location of Practice •  Referrals Disclosed •  Other Disclosures

Rules'487.12813'


Television, radio, print, and Internet advertisements must be filed for review with the bar at its headquarters address at least 20 days before their first use. Each filing costs $150. Any change to wording, illustrations, photographs, typographical marks, layout, or color scheme requires a new filing.

Rule'487.19(a)'


Lawyer & law firm websites are exempt from

the filing requirement

Rule'487.20(g)'

57% of people seeking an attorney used online sources.

Source:''“AForney'Selec5on'Research'Study,”'conducted'by'The'Research'Intelligence'Group'(TRiG)''

Traffic to law firm website home pages is down almost 20 percent in the last year.

Source:''“Are'Law'Firm'Websites'Evolving'or'Dying,”'Above'the'Law,'June'04,'2014'

Only 39 percent of law firm traffic now enters through

the home page

Source:''“The'Disappearing'Homepage,”'Great'Jakes,'February'19,'2014'

Clients are coming to law firm websites via

“sideways surfing”

RULES AFFECTING LAWYERS ADVERTISING ONLINE

Model Rules of Professional Conduct

•  7.1 - Communication Concerning a Lawyer's Services

•  7.2 - Advertising •  7.3 - Direct Contact with Prospective Clients

7.1 - Communication Concerning a Lawyer's Services

“A lawyer shall not make a false or misleading communication about the lawyer or the lawyer's services. “ •  Applies to Rule 7.2 – Advertising •  Must distinguish past results from future

cases

7.2 - Advertising

•  May advertise services through public media, communications not involving in person contact

•  Pay the reasonable costs of advertisements or communications

•  Any communication made pursuant to this rule shall include the name at least one lawyer responsible for its content.

7.3 - Solicitation of Clients

•  A lawyer shall not by in�person, live telephone or real-time electronic contact solicit professional employment when a significant motive for the lawyer's doing so is the lawyer's pecuniary gain.

States Rules

•  Differentiate between Communications & Non-communications

•  Disclaimers for previous results •  Record retention for communications versus

content •  Contact information requirements

CREATING A DIGITAL PRESENCE

LET YOUR CLIENTS FIND YOU

How do people find and hire lawyers like you?

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Friends, Lawyers & the Web

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h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'


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Photo by Juliana Coutinho - Creative Commons Attribution License https://www.flickr.com/photos/10217810@N05'


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hFp://www.aForneysync.com/blog/mega8ish8serp8lawyers/''

Many ways to help people find you in search.

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Paid search advertisements (PPC, SEM, AdWords) YOU PAY GOOGLE

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Local business listings. Automatically generated from local search ranking factors.

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Traditional organic search results (SEO, natural results, algorithmic) Automatically generated from over 200 ranking factors.

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How'do'I'help'people'find'me?'

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Who are these people?

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hFp://moz.com/blog/inbound8marke5ng8is8taking8off'

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GOOGLE WEBMASTER GUIDELINES hFps://support.google.com/webmasters/answer/35769'

FOR THE ROBOTS

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Authorship'(headshot'in'search'results):'h3ps://plus.google.com/authorship'

'

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FOR THE ROBOTS

Publisher'(informa5on'box):'h3ps://support.google.com/answer/4569085/''

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FOR THE ROBOTS

Rich'Snippets'(reviews,'video,'events,'etc):'h3ps://support.google.com/webmasters/answer/99170/''

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FOR THE ROBOTS

Schema'(the'future):'h3p://www.a3orneysync.com/blog/googleCsupportsCa3orneyCschema/''

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FOR THE ROBOTS

www.google.com/webmasters/tools/richsnippets/''

Learn SEO

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hFp://moz.com/beginners8guide8to8seo/''

hFps://support.google.com/webmasters/answer/35291/''

Web Presence HELP

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HTTP://NIFTYLAW.COM/'


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Elsewhere on the Web Ge#ng&found&“other&places”&online.&

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hFp://m

oz.com/learn/local/cita5ons8by8category#AF

orneys''hF

p://moz.com

/learn/local/cita5ons8by8city'''


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Social Networks The&new&“ask&a&friend.”&

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hFp://online.wsj.com/ar5cles/companies8alter8social8media8strategies81403499658''

QUESTIONS

Thank You

Joshua'Lenon'Lawyer'in'Residence'

'Clio'[email protected]'@JoshuaLenon'

Linkedin.com/in/joshualenon'''

Gyi'Tsakalakis'SEO,'SEM,'Analy5cs'

'A3orneySync'[email protected]'

@GyiTsakalakis'Linkedin.com/in/gyitsakalakis'