florida state bar annual event
TRANSCRIPT
JABEZ LeBRET
Our Book AMAZON’S #1 BEST-SELLING LAW PRACTICE MARKETING BOOK
Jabez LeBret Mark Homer
How to Turn Clicks INTO CLIENTS
THIRD EDITION
ONLINE
PRACTICESTRATEGIES
LAW
LOOKING FOR ANSWERS 8 5 % O F CONSUMERS
FOR LOCAL BUSINESSES
R E A D ONLINE REVIEWS
U.S. INTERNET USERS SPEND 1 OUT OF EVERY 8 MINUTES
ONLINE USING FACEBOOK
G O O G L E H A S 6 7 % O F A L L S E A R C H T R A F F I C
97% OF CONSUMERS RESEARCH THEIR PURCHASES AND LOCAL SERVICES ONLINE BEFORE THEY FULFILL THEM AT A LOCAL BUSINESS
Online heavily used for “research”
2005
Online = Website
2015
Online = Presence
2005 2015
THE FUTURE IS MOBILE
*IDC Research Report 2013
have their phone on or near them for all but up to 2 hours of their waking day.79%
reach for their smartphone immediately after waking up62%
say they can't recall the last time their smartphone wasn't next to them.25%
Among smartphone owners age 18-44
Firm WebsiteFirm Website
Images
LinkedInYelpAvvo
Page #1
@gngfound
How do you influence Google Search to show the RIGHT INFORMATION about your firm at the RIGHT TIME?
Directory Listings
Google+ Local
16,713 Views No Branding
No Images
Google+ Local
Replace image with g+ pic with visits data
Ethics issues arise when you “Claim” the listing
• You are responsible for the content of the listing if you claim - Practice Areas?
• Online Directories are acceptable form of advertising
ETHICS OF DIRECTORIES
@jabezlebret
• You are responsible for the content of the listing • Business description
• Categories / Services • “A lawyer may communicate the fact that the lawyer does or
does not practice in particular fields of law or limits his or her practice to or concentrates in particular fields of law.”
• A lawyer shall not state or imply that a lawyer is a specialist in a particular field of law, unless both of the following apply:
ETHICS OF DIRECTORIES
@jabezlebret
@jabezlebret
• A lawyer shall not make a false, deceptive or misleading communication about the lawyer or the lawyer's service.
• RULE 4-7.13 (b)(4) references to areas of practice in which the lawyer or law firm does not practice or intend to practice at the time of the advertisement;
• Watch for Comparative Speech “Best” or “Number 1”
ETHICS OF DIRECTORIES
@gngfound
• Be cautious when others are creating your directory listings, even if it is someone in house.
• Always double check the business description and practice areas that are listed on directories.
ETHICS OF DIRECTORIES
WHY REVIEWS MATTER
67% OF CONSUMERS
READ 6 REVIEWS OR
LESS TO MAKE UP THEIR MIND
SAY POSITIVE REVIEWS MAKE THEM TRUST A BUSINESS MORE
OF CONSUMERS TRUST ONLINE REVIEWS AS MUCH AS P E R S O N A L RECOMMENDATIONS
79% 73%
Image of search result with stars
Reviews
Where to Get Reviews:
Reviews
Reviews - The Ethics• Don’t make up profiles to write reviews
• You can’t write your own online reviews
• Don’t pay for reviews
• Be careful when asking for reviews
• You may be responsible for the content of that review
A Culture of Reviews• Ask for paper internal review at closing meeting
• Good review: what’s their email address?
• Ask and provide a how-to guide
• Provide guidance on what NOT to say
• It’s not easy in Legal Profession
@gngfound
WEBSITES THAT GET CLIENTS
P A S T
2002 2014
LEGALWEBSITES
COMMUNICATE
S O L V EI N F O R MS E R V E
MARKETING
P R E S E N T
COMMUNICATE
S O L V EI N F O R MS E R V ECOMMUNICATE
SOLVEINFORMSERVE
@gngfound
Wait a Minute…Apple Watch Break
@gngfound
Your Website
@gngfound
• Name / “Brand”
• Where are you located? How can I get a hold of you?
• Phone Number / Contact Form
• Do you understand my problem? What can you do for me?
• Proof I should call you?
• Easy to navigate and find things
• Schema Markup for Google (ask your webmaster)
WEBSITE COMPONENTS
• How do I call you?
• What do you do?
• What can you do for me?
• Proof I should call you?
Your Website
Your Website
Your Website
Your Website
Your Website Disclaimer
Images
Responsive Design
• Fast Load Time• Access to All Content• Difficult to Code Correctly• THE RIGHT ANSWER
Content: Blogging?
• SEO Value? • Fewer Posts, Deeper Content• Still Important• Add Personality
Ethics: •Don’t use names•Hunter vs. Virginia•Ghostwriter?
Creating Content“This does not mean that you cannot do your divorce yourself. However, many people who do not consult with attorneys may leave out certain very important provisions that can come back to haunt them later on, and cost them a great deal.”
Nevada Divorce Attorney + 12 Other States
Your Website Ethics•Any communication made pursuant to this rule shall include the name of at least one lawyer or law firm responsible for its content
•Do not make statements that lead someone to expect results like “I can save your business” or “I will get you money for your [Blank].” Avoid even saying “I can [Blank] for you”
•RULE 4-7.15 (a) uses an image, sound, video or dramatization in a manner that is designed to solicit legal employment by appealing to a prospective client's emotions rather than to a rational evaluation of a lawyer's suitability to represent the prospective client;
Your Website Ethics•Disclaimers - email vs. website “advertising material”
•Make statements that imply results
•Keep a record = backups!
•Material Omissions include “over 20 year’s experience” when the experience is the combined experience of all lawyers.
•Implied Existence of Nonexistent Fact covers statements that a law firm has locations in multiple states when no lawyer in the firm is licensed in any of those states.
@mark_homer | @gngfound
Impact of Mobile
25%
9%66%
Desktop Tablet Mobile
Mobile Website Search
Social Media
@gngfound
SOCIAL MEDIA
Not a “Fad”
Good For Ranking
Looking Beyond
@gngfound
Branding Cover Image
Likes Geo Info Keywords
Ethics•What counts as advice •Is this Advertising? •Don’t Imply Results or Mislead •Client Attorney Relationship •Posting About Other People •Discovery Issues (Research & Accidental) •Competence (Advising, Risks, Using in Trial)
