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Once upon a time, lawyers started their practice by hanging out their shingle, joining local groups, and meeting potential clients. Then there were more lawyers, so they had to expand their efforts to attract more clients and, ultimately, lawyers were allowed to advertise. They used, and still use, billboards, yellow pages, membership in local groups, and volunteering to sit on boards and bring in business. They judged how these efforts worked by noting how many people came to them after a speech at the Rotary or seeing a billboard. In other words, which of their marketing efforts brought the most clients through the door? Lawyers of the past ...
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Jennifer, the newest associate with L & L Law Firm, has been tasked with sorting out information from Google Analytics about the firm's website. She has been given this task because she has a little extra time and also took marketing courses in college. After a little research, she decides on four ways she can use Google Analytics to help L & L Law make better marketing decisions. Where do the consumers come from? The answer to that question is found in the acquisitions section of Google Analytics—found on the left side of the page. It gives you detailed information on how people arrive at your site. By clicking on "All Traffic," you'll ...
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According to the 2016 Thomson Reuters U.S. Small Firm Study , small firms are not so small. By one estimate, small law firms account for $108 billion of the estimated $437 billion total legal market. Small law firms in aggregate exceed big law firms estimated $95 billion in revenue. Reuters reports that many industry experts predict that small firms will continue to grow as consumer clients look for good representation close to home and more responsive to their cost concerns. Seventy-nine percent of small firms report that their biggest challenge is reaching potential clients. In the past, lawyers used to advertise in the phone book, joined ...
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The second most-visited page on your website is your profile page. Readers rarely start there, but they will click on your bio at some point during their search. The legal profession is a service industry, so clients are more concerned about who they're working with rather than the brand of the firm. This also holds true for your profile page in the SBM Member Directory —if potential clients find your name, it's likely they will want to look at your profile. Your profile is not a resume or CV, nor is it a laundry list of your accomplishments. The best way to include that information is to upload a PDF to your website with a link to it on your ...
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We spend a lot of time writing about attracting new clients; however, it's important not to forget about your current and past clients. For many reasons, the most effective way to bring in new business is creating programs designed to better your relationships with existing clients. Consider the following: 80 percent of future revenue will come from just 20 percent of your existing clients ( Gartner Group ) It's 50 percent easier to sell to existing clients than to new clients ( Marketing Metrics ) You don't have to be a marketing guru to know that the best way to get repeat business is to take exceptional care of the clients ...
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Lance Lawyer got up from his desk where he had been reviewing L&L Law's website and went across the hall to sister Linda's office. Suppressing a smile, she asked "What's up?" "The practice pages on our website are 'what's up,'" said Lance. "Our home page is fresh and engaging and gets lots of attention, but our practice pages are boring. Readers don't stay long enough and the conversion rate is low. They need to be revised." The goals of practice pages are to 1) attract search engines by focusing on terms prospective clients are searching for such as family law, DUI, personal injury, or elder law; 2) inform prospective clients on what you ...
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Press releases, interviews, and informal media contacts are great ways to get keep your firm's name in the news. Press conferences are the most formal of press contacts. A successful press conference can generate news about your firm. Why should you hold a press conference? A press conference is for special occasions, for those times when you want to make an impression. Hold a press conference to draw attention to: Notable verdicts or settlements Future workshops for the public Law firm mergers The opening of a branch office Filing law suits with public policy implications A new development in the law to explain its ...
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Links & Your Website

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Links are the mainstay of the Internet. They are what make it work. When you're browsing and come across a highlighted or underlined word, it's probably a link. Move your cursor over it and the arrow will turn into a little hand. Click on it and you will quickly go to another web page. Why are Links Blue? One story is that Tim Berners-Lee, the main inventor of the web, is the man who first made hyperlinks blue. Mosaic, an early web browser, displayed web pages with a gray background and black text. The darkest color available at the time that was easily distinguishable from the black text was that blue color. A practical reason is that ...
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Did you know that we can add payment options to our profile in the SBM Member Directory? asked Linda Lawyer entering the conference room of L&L Law. Brother Lance looked up. No, what are you talking about? Well, you know how clients are always anxious to know the costs of their legal work. Now when they go to our profile page in the Directory, there is a section where we can explain our fees. Let me show you, she answered pulling up her profile on her tablet. Going to her profile page, she clicked on edit and found the section on payment options. The first question is whether to charge for initial consultations. Some lawyers charge ...
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You are a lawyer. You are not a website designer, nor do you desire to be one. And, using your sister-in-law's son who knows "everything" about computers, is just not working. It's time for professional help. How do you select the best designer for you? Define the goals for your website. Are you trying to increase brand awareness, or are you looking for new leads for your practice? If you're a criminal defense attorney, your website should focus on conversion of site visitors, a return on your investment, and building a client base. If, however, you're an insurance defense practice, you may be more focused on brand awareness rather ...
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Sally Consumer is an active Internet user. She uses it to find coffee shops, restaurants, doctors, and lawyers. More often than not, her searches take place on her phone or her tablet. If your website or blog loads slowly or doesn't fit the smaller screen, she will move on to a more responsive or mobile friendly website. Google has long known of Sally's search habits and has decreed that its search robots will include "mobile friendliness" as a ranking signal. This means that site pages that can't fit comfortably on the smaller screens will downgrade in search rankings. How do I know if my website is mobile friendly? Ever efficient ...
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Content marketing : a strategic marketing approach focused on consistently creating valuable, relevant, and informative content for your clients and prospective clients. Client-focused content for your website and blog will continue to be a big theme of marketing in 2017 as it was in 2016. Your content should inform, build trust, and each page should give readers a convenient way to contact you. Content will be longer. When a consumer enters a query into Google, a search engine results page will display. The object, of course, is to be one of those listed on the first results page. Studies have shown a positive relationship between ...
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The State Bar of Michigan and local bar associations across the state present awards to outstanding lawyers and judges. For example, the State Bar presents the Roberts P. Hudson Award to lawyers for their outstanding and unique service to, and on behalf of, the Bar, the legal profession, and the public, and the Frank J. Kelley Distinguished Public Service Award which recognizes extraordinary governmental service by an SBM member. The Ingham County Bar Association , to which I belong, has two award events. At its annual dinner in November, it presents awards to members who have distinguished themselves by manifesting civility, or to ...
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In the two-plus years the SBM Member Directory has been up and running, many features have been added and expanded. Some features are free to members and others contain a subscription cost. While all State Bar members are listed with a basic profile, not all have taken advantage of the free features such as an expanded profile, online appointment scheduling, blog publishing, or promoting professional events. Other features which require a subscription fee, are the Lawyer 2 Lawyer referral directory, the Law Firm package, Zeekbeek Web Archiver, and the profile builder. Free Features Enhance your basic profile to gain more contacts. ...
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Lance Lawyer is enjoying a quiet meal with his law school roommate, Scott. After graduation, however, they took different professional paths. Lance is a shareholder in a small law firm practicing elder law; while Scott, whose family had long been in the military, is a JAG lawyer. Over coffee, the conversation turns to marketing. "We spend a lot of time and money on our website, blog, and social media," said Lance. "I need to update my blog tonight." "I'm glad I don't need to do any marketing," said Scott. "I'm not sure about that," said Lance. "What if you decide to leave the military? No one will know you exist." Lance is right. ...
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Community outreach: An activity of providing services to populations who might not otherwise have access to those services. Adding local community outreach events to your strategic plan can benefit both the firm and the community. Supporting local community events is a way to increase brand recognition, create happier employees, gives you an opportunity to offer much needed assistance, and builds your reputation and presence in your community. Increase Brand Recognition, Grow Networks Its easy to see how being involved in a community event yields greater recognition in the community. Connecting to good works builds trust, cultivates ...
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Your firm's brand will be far more important in 2017 than in the past simply because more law firms are on the Internet competing for space. Having a brand identity and message will lead to more targeted and consistent marketing, which will increase your business. What is a brand? A brand is a name and/or symbol that uniquely identifies a seller's goods or services in the market. Brands enable customers to rapidly recognize the providers of services. Over time, and with consumer experience, brands acquire reputations for quality, value, price-level, reliability, and several other traits that help consumers choose among competing offerings. ...
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I think we should add regular e-mail campaigns to our marketing schedule, said Linda Lawyer to partner and brother, Lance. The marketing experts say that e-mail marketing is still the most effective way to reach our clients and prospective clients. Lance agreed and, because of the time constraints on their growing practice, they added a quarterly e-newsletter to their marketing schedule. E-mail marketing campaigns, which have been in use for several years, are still the best way to deliver a targeted message to a particular and receptive audience. While its true that many e-mail messages are deleted after reading the subject line, its also ...
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I received the Amazon Echo Dot for my birthday. It is a hands-free, voice-controlled device that uses Alexa to play music, answer questions, or read the news. There is some setting up to do, which I have not completed yet, so I use her to tell me the weather and play music. However, I am not alone in using a voice-controlled device to find information. Many of you already use some form of an intelligent personal assistant, such as Siri, Google Now, or Cortana, available on your mobile devices, to quickly find information. Voice search is the fastest growing type of search. It's faster, hands-free, and allows you to multi-task. According to Google's ...
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"My problem," said Marcy, marketing director for L & L Law, to Linda Lawyer, "is that we now have nine attorneys and each one has a profile listing in the online SBM Member Directory with a different username and password. It takes forever to log on and make changes to all of their profiles." "Well," said Linda, "I heard at a seminar last week that the State Bar has solved that problem with a new Law Firm product offered by Zeekbeek." Linda is right. Your SBM Member Directory now has a Law Firm package, which allows access to the profiles for every person in a law firm with one username and password. What is Law Firm? Law Firm ...
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