AttorneySync Blog

There is a good book I read a little while back called Yes!: 50 Scientifically Proven Ways to Be Persuasive. One section in the book dealt with fear and it’s effects with marketing. I thought it was applicable to law firm marketing, especially in some consumer segments such as personal injury, criminal, bankruptcy, etc., so I wanted to share.

The book describes the effects of fear based communication as such:

For the most part, research has demonstrated that fear-arousing communications usually stimulate the audience to take action to reduce the threat. However there is one important exception: When the fear producing message describes danger but the audience is not told of clear, specific, effective means of reducing the danger, they may deal with the fear by “blocking out” the message or denying that it applies to them. As a consequence, they may indeed be paralyzed into taking no action at all.

Advertising campaigns that inform potential customers of the real-world threats that a company’s goods or services can alleviate should always be accompanied by clear, specific, effective steps they can take to reduce the danger.

Simply scaring customers into believing that a product or service can help with a potential problem might have the opposite effect, potentially cementing them into inaction.

I believe this has an impact on a lot of law firm marketing efforts out there. I have seen quite a few that utilize fear as a strong emotion to get a potential client to take action. However, this may be back-firing if not done properly.

A Law Firm Marketing Example

Perhaps you are marketing your criminal law practice. You have a page on your site discussing the ramifications of what can happen after an individual is arrested for a DWI offense. You lay out the consequences and punishments of a DWI for the reader, with the intent of informing them about consequences and the need to hire a DWI attorney to help them. After arousing a bit of fear in them, uou tell them they should contact an attorney. However, you do not clearly articulate what the process is from that point forward or what hiring an attorney can do to help “reduce the danger or fear”. The end result can be one you didn’t intend, a potential client that is frozen into inaction.

Photo by Jimee, Jackie, Tom & Asha

Free Guide: Writing Content For Your Law Firm’s Website Want to learn how writing content for your firm’s site can help bring in business? Download AttorneySync’s Free Guide On Writing Web Content For Lawyers.

Continue Reading

WP Greetbox is a plugin for Wordpress blogs that can help build readership to your law firm’s Wordpress blog. The creators of the plugin describe it as such:

This plugin lets you show a different greeting message to your new visitors depending on their referrer url. For example, when a Digg user clicks through from Digg, they will see a message reminding them to digg your post if they like it. Another example, when a visitor clicks through from Twitter, they will see a message suggesting them to twit the post and follow you on Twitter.

The photo above is a snapshot of what WP Greetbox does when a visitor arrives on our blog from a Google search. A dropdown box appears below the title of the article inviting the user to take an action such as subscribing to your blog, retweeting the post, etc. It’s a great way to automate a call to action that appeals to the visitor. Since the call to action is customized based on how they arrived, it comes across as more personal than just a simple “subscribe to my blog” you place on the sidebar.

We have seen our subscriptions and readership increase since using this plugin. I highly recommend it.

Continue Reading

Great heads-up from Jerry Work at Work Media Internet Marketing on a classic law firm seo magic trick. It’s unfortunate how many law firms are falling for it right now.

Here’s how the trick typically plays out:

SEO “expert” claims that she can take a specific, relevant keyword and get ranked number one on Google very quickly. She performs her SEO magic, and viola, Number 1!

However, the web page she optimized is the ONLY result returned by Google for a search of that keyword. Which means, there was not a single other web page competing against her page for that keyword.

It is easy to be number one when you have ZERO competition!

So, how do you avoid this nonsense? Hold your law firm seo accountable for producing results, not rankings. Make sure you are getting traffic increases, conversion increases, and ultimately clients. I mean after all, any law firm marketing should eventually generate more client revenue than it costs.

Continue Reading

“The discussion of any SEO Code of Ethics is like a discussion on politics or religion: there are more than two sides, all sides are strongly opinionated, and seldom do they choose the same path to the same end. Most Search Engine Optimization (SEO) practitioners understand these ethics, yet not all practitioners practice safe-SEO. Too many SEO practitioners claim a bias towards surfers, or the search engines, or their clients (all are appropriate in the correct balance), and it is common for the “whatever it takes” excuse to bend some of these ethics to fit their needs. This page does not pass judgment, it simply states the obvious.”

- Bruce Clay

Discussions of ethics always stir up passions, often polarize, and usually devolve into an “I’m ethical and you’re not” shouting match. That is why we usually talk SEO in terms of practicality, efficacy, and efficiency.

However, with all the “muck” that’s out there when it comes to law firm search engine optimization, it’s refreshing to come across some enlightened thinking. While I don’t believe that there are “bright-line” SEO rules, there are greatly varying philosophies when it comes to marketing your law firm online. No matter where you fall on the spectrum, it is absolutely critical to be on the same page as anyone working on your web presence. That is why transparency is so important.

Mr. Clay’s SEO Code of Ethics is an excellent articulation of some core principles upon which we should all be able to generally agree:

- Don’t intentionally harm a client.

- Don’t create conflicts of interest without notice.

Guidelines by which to operate.

Continue Reading

I’ve run into quite a few lawyers recently asking for advice about getting an online video produced and up on their site. They want to know the benefits of video and what they can expect with the investment. I want to share what, in my humble opinion, you can expect an online video will do for your website.

What Online Video Can Do:

1. Increase Conversion: A professionally produced video may help with conversion on your site. If the video is informative, well-done, and includes calls to action, it has the potential to help the traffic coming to your site convert into a lead for the firm. This is not a guarantee and does require testing to prove out the value.

2. Add Professionalism To Your Site: Let’s face it, a well-done video will make your site appear that much more professional. People coming to your site understand that you’ve made an investment and that you care about how you present and market your firm.

Some Things To Keep In Mind

There are some companies that push web video very hard with their website packages. The profit margins for these companies can be very good with video and sales guys receive better commissions on selling larger packages to you. Just be aware of this so that you are purchasing web video for the right reasons, not because it is being sold as the holy grail to getting new clients online. Videos can help generate some more leads from your traffic, but most likely will not bring a huge influx of new clients in the door on it’s own. Often web video appeals to our egos, it’s exciting to see ourselves in a little movie on the web. But we need to be aware of exactly what all those extra thousands of dollars are doing for us. As I always say, what is your return on the investment?

The truth is that while web video can be a nice addition to your website, there are other important things that should be a priority first. You need to make sure that you are properly allocating money and resources towards getting your site found, producing new content, etc. so that people can actually watch your video. An awesome video on a site no one goes to doesn’t do you much good. I think of it like buying a new car and spending a ton of extra money on fancy rims with no consideration, or money left over, to put gas in the tank.

Photo by: Voxphoto

Free Guide: How To Get Your Law Firm Videos Found In YouTube Want to learn how to get your law firm videos in front of more potential clients? Download AttorneySync’s Free Guide On Getting Your Law Firm Videos Found On YouTube.

Continue Reading

AttorneySync’s is releasing its latest guide: The Short Guide To Getting Your Law Firm Found On Google.

Simply having a website is like having a needle in the internet haystack. There are many things that need to be done over time to actually get your site found.

Learn About Getting Your Law Firm Found In Google Including:

• Common myths held by lawyers about their websites
• Keyword Research & Competition
• On-Page Optimization
• Off-Page Optimization & Link Building
• Hiring A Professional

Click Here To Download Your Free Guide

Continue Reading

Many law firm seo firms employ “footer linking” strategies to distribute page rank throughout a site or even to other sites. But how successful is this strategy? Does Google treat footer links the same way as contextual links?

Despite his typical vagueness, Mr. Cutts does provide at least some guidance. Our read, footer links may be treated differently than contextual links.

The effectiveness of many SEO strategy decisions can be evaluated by using some simple common sense. If “getting found” was as easy as putting some links in a footer or sidebar, everyone would be doing that and the effectiveness of that strategy would be diminished. In answer to our original question, no, footer links are not typically treated the same way as relevant contextual links.

Free Guide: Hiring A Law Firm SEO Consultant Are you looking to increase your visibility online but are feeling overwhelmed by the number of service professionals promising the world to you? Download AttorneySync’s Free Guide On Hiring A Law Firm SEO Consultant.

Continue Reading

Your Law Firm Internet Marketing Company May Be Working For Your Competition

So you’re paying your law firm internet marketing consultants thousands of dollars per month to help you get found by your clients. But did it ever dawn on you that those same folks might be working for the law firm down the street as well? In fact, they may even be directly competing with you.

As lawyers, you know how ridiculous it would be if the same law firm represented both the plaintiff and the defendant in the same matter. In fact, it would be downright unethical and could cost you your license.

Unfortunately, when it comes to law firm internet marketing, there are companies that are doing just that.

Find Out If Your Law Firm Internet Marketers Are Competing With You In 3 Easy Steps

Here’s a simple test to find out if your law firm internet marketing consultant is competing against you:

1. First, go to the homepage of your firm’s site. Look at the keywords in the title of your homepage (the words at the very top of your browser window). Let’s say, for example, your site title is: Chicago Personal Injury Lawyers- Larry Lawyer Law Offices, PC.

2. Next, head on over to Google. Perform a search for your site’s title keywords. In our example, we would search for: chicago personal injury lawyers.

3. Click on the first organic result and scroll down to the bottom of that firm’s page. Look for a logo, or text link that says something like: “powered by:”, “support by”, “website by:”, “or site support by:”.  Is this site “powered by” the same company handling your law firm internet marketing? If so, they’re competing with you.

Keep going down the result list until you come to your site. For each site that is being “powered by” the same law firm internet marketing company as yours, make a note of it.

Call up your search engine marketing consultant and ask them why they are helping your competitor out-rank you on google. Feel free to post their responses as comments to this post. We’d love to hear them.

Chances are you’ll get some sort of song and dance about how long their site has been up and running, or how your competition is more active with their site/blog than you are.

Our guess is that this is happening because those firms are paying more than you are for their services.

Ok, I know I’m going to be accused of “oversimplifying” the issue, but the bottom line is that this is completely true.

Then ask yourself how that sits with you. You pay them to help you get found online and they’re helping your competition beat you.

The truth is, the only way to solve this problem is to make sure your law firm internet marketing company has an exclusive territory policy. That way, they agree not to work for other firms that work in the same practice areas and the same geographic region as you.

Free Guide: Hiring A Law Firm SEO Consultant Are you looking to increase your visibility online but are feeling overwhelmed by the number of service professionals promising the world to you? Download AttorneySync’s Free Guide On Hiring A Law Firm SEO Consultant.

Continue Reading

Have you heard the one about the…

“Blanks” are safe from the threat of automation taking over their professions. No one would build a robot to do nothing.

If it weren’t for “blanks”, we wouldn’t need them.

Talk is cheap…until blanks get involved.

It is the trade of “blanks” to question everything, yield nothing, and to talk by the hour.

Two “blanks” were walking along negotiating for their clients. “Look,” said one, “let’s be honest with each other.” “Okay, you first,” replied the other. End of discussion.

“Blanks” are the only profession where the more there are, the more are needed!

What do you call 100 “blanks” at the bottom of the ocean? A good start!

Lawyer jokes? Nope. We’re talking about SEOs.

Like the legal profession, attitudes toward the SEO community are filled with skepticism, distrust, and a general sense of negativity. And, like the legal profession, at least some of this reputation is deserved. Take for example the following SEO paid-search ads:

“Rank #1 In Google In 48 Hours!”
“Top Ranking Internet Marketing Firm We Bring Websites To The Top!”
“#1 Ranked Internet Advertising Firm Results in 24hrs. 30% off Today!”

Hopefully by now, most of us realize that such claims are misleading, irrelevant, and generally dishonest. The truth is that no one can guarantee rankings in Google except for Google. Furthermore, getting “ranked” doesn’t necessarily mean more business for your law firm.

However, as is the case with hiring a lawyer, asking the right questions and being armed with some basic knowledge can help you avoid dealing with shady SEOs.

And, like having a good lawyer, having a good SEO firm on your side can make a all the difference.

As you know, people hire lawyers to navigate the complicated waters of the legal system. Likewise, SEOs perform services that most people typically don’t have a handle on, or more often, don’t have the time to execute. Getting new clients from the internet requires a full-time effort. It’s competitive out there!

When you have a good working relationship with your SEO, you maximize the benefits that the internet can provide to your business.

Here are a couple of basic questions that can help you hire the right SEO for your law firm:

1. Does your service include organic seo? The first thing to make sure is that we’re talking apples to apples and not apples to oranges. Some “SEO” firms will talk “SEO” but are really offering paid-search solutions. Paid-search is fine, but it’s simply not the same thing as organic SEO.

2. How quickly can you get me a top ranking? This is really a trick question. If the SEO responds with anything short of 2-4 months, be wary. The truth is, good SEOs won’t sell on ranking. Further, getting “ranked” is only part of the picture. You can probably get yourself “ranked” for your name in a couple of days. But unless you’re Brittany Spears, or President Obama, chances are not that many people are searching for your name (In fairness, branded law firm campaigns can produce results if implemented properly).

3. What specific strategies do you employ? What are you planning on doing? There is a wide spectrum of activities that an SEO might employ. These can range from benign and ethical, to flat-out malicious. Find out exactly what strategies your SEO plans to use and make sure you are comfortable with them. Ask them how they plan on obtaining links to your site. If you don’t understand their terminology, look it up. The internet is filled with information about SEO strategy. Make sure you are on the same page.

4. How do you charge for your services? Don’t lock yourself into long-term service contracts with your SEO. Make them prove value to you on a regular basis. Insist on reporting metrics. Just like every other form of marketing, you need to measure the value of your SEO’s services.

Photo by Hartboy

Free Guide: Hiring A Law Firm SEO Consultant Are you looking to increase your visibility online but are feeling overwhelmed by the number of service professionals promising the world to you? Download AttorneySync’s Free Guide On Hiring A Law Firm SEO Consultant.

Continue Reading

When we advise firms on their search engine marketing strategy or legal website setup, we talk about optimizing their site for conversion. This means that your firm’s website and legal blog should be setup in a way that promotes the user to take an action. This might be filling out a web form, downloading a guide, signing up for a newsletter, calling your firm directly, etc. If you think that simply because they came to your site they will perform these tasks, you are wrong. You need to tell them what to do.

The wonderful thing about the internet is that it is a medium where users can interact with your business in real time. Most other mediums, such as television, newspapers, magazines, etc. are one way communicators. A message is sent out and it is up to the consumer to take a subsequent action such as calling or going to your office.

With the advent of blogs, twitter, facebook, videos, websites, etc. we can start a dialogue and nurture relationships with potential clients in ways that we couldn’t before. Unfortunately, many firms make the false assumption that simply having a website up is enough to encourage and start this interaction. This is simply not true. You still need to tell a user what they should do when they arrive. There is a great book entitled “Don’t Make Me Think” that discusses website design and usability.  The book’s basic point is that you need to make sure people don’t have to think too much about what to do when they visit your site. If the purpose of your website and legal blog is to generate contacts, leads, clients, and relationships make sure you aren’t making this difficult for your users.

So What Can I Do To Help Improve Conversion?

1. Create multiple calls to action on your site. In a previous post I wrote, A Law Firm Website Done Right, I discussed this topic. The general idea is that you need to prominently display phone numbers, contact forms, free guides, newsletters, and videos. Don’t assume anyone interested in legal services will go to your contact us page and get a hold of you. Tell them what to do. Make sure you are displaying your contact info and calls to action “above the fold” or on the top part of the web page, not the bottom. Using titles such as “Contact Us Today For Your Free Consultation” or “Download Your Free Guide” above a web form in your sidebar is much more helpful than a small link in the menu that says contact us.

2. Use contrasting colors and images by your calls to action. It’s important that people notice when you are telling them to do something. Have your call to action in a different color than the rest of the site so that it stands out. People’s eyes are drawn to images on a web page. Use pictures of people or an image of your free guide so that people notice.

3. Encourage readers to subscribe to your blog and newsletters. Using RSS and email updates for your blog is a great way to build loyalty, readership, and encourage interaction. However, you need to tell people to sign up for these things. I encourage readers to sign up for my blog updates on the top of my blog, after each post, in the upper corner of my website, etc. The number of followers I have increased significantly once I started encouraging people to sign up instead of assuming they just would.

4. Offer free guides that help to educate your users. Take a little time to write a helpful guide for people with legal problems in your niche. Offer to let them download the guide in exchange for their information. Finally, promote the free download on your site. This encourages interaction and establishes you as someone they can trust to help with their problems.

Photo by dnkbdotcom

5 Lawyer Marketing Mistakes To Avoid Want to learn 5 of the most common mistakes when marketing your firm? Download AttorneySync’s Free Guide: 5 Lawyer Marketing Mistakes To Avoid.

Continue Reading