Law Firm Marketing Frequently Asked Question and Answers
If you are here you may be looking for answers to your law firm marketing questions. We hope you find our answers helpful.
How much information is too much information?
This is a great question. Many attorneys are told that too much information on their website can actually interfere with people wanting to contact them. In reality, the opposite is true. Most attorneys have far too little information on their website for someone to want to contact them. If your firm’s website content is answering the top questions people have related to their specific legal issue then there is no such thing as too much information. More informational content is always better. The key to getting more people to contact you is to give people the information they need and to give them multiple ways online for them to get useful information from you, such as email nurturing, mobile apps, online forms, live chat and of course your phone number.
What is the most effective legal advertising method (Google, Billboards, etc.) to attract better cases?
I think the most cost effective legal marketing method today is an advanced search engine optimization (SEO) program. An advanced attorney SEO program educates more. This will help you attract more of the better cases in your neighborhood. That said, branding ads on YouTube can be beneficial. I am not a big fan of billboard ads.
How long does it take for SEO to be effective?
This is a great question. Many attorneys are told that SEO takes a long time (1-2 years) to see good results, but an advanced SEO program that includes a lot of practice area educational content, such as educational videos, eBooks, etc. will can deliver new client cases online within 3-6 months.
How can a solo firm with a small budget compete with big city firms that have huge budgets?
The best way to compete with big advertisers online is with an advanced attorney SEO and content marketing program. These programs are relatively inexpensive and they put you on equal footing with big advertisers. And, if you want to outperform these big advertisers online, simply find a provider that will help you produce more educational practice area web content than they do. We see solos and small law firms outperforming big city advertisers all the time, because they have a good advanced SEO program.
Doing your own blog for SEO vs hiring someone to do it?
First of all, maintaining an active blog that delivers a lot of useful information on your website can really help your SEO program. An argument can be made that having someone with experience in marketing your type of legal practice probably makes the most sense, but that may not be possible due to budgetary constraints. If this is your case, than creating your own blog is the way to go. The first step is to create a content map. A content map will tell you where your video and blog opportunities are. The best way to create a content map is to list all of your practice areas and all the legal issue you support in those areas. Next for each legal issue, list all the questions that you hear and all the points you bring up during those legal consultations. The end result of the exercise is a long list of questions organized by practice area. These questions are your video and blog opportunities. Simply answers your questions in your blogs. One word of caution though. Google had a recent update that penalizes websites with technical SEO problems, so you are going to need to spend sometime learning about SEO, in order for your website’s blog to be effective in boosting your SEO.
PPC vs SEO?
Many attorneys want to know if they should invest in Google PPC Ads or SEO. The best strategy is to first have a strong website with an advanced SEO and content marketing program. Once you have that and you are getting good SEO results, then you if you want even more cases you can add Google Ads to your program. You never want to send paid traffic to a landing page or a website that doesn’t provide a lot of useful information. If you do PPC first, you will end up wasting a ton of your marketing dollars with very limited results in the way of actual new legal cases.
How to get started with community marketing?
Community marketing can be very effective. We recommend that firms get started with local organization sponsorships.
How to stand out in a crowded market?
The easiest way for a law firm to stand out in a crowded market is with an advance SEO and content marketing program. The key is to create a lot of educational web content that will help people in your community find answers to their legal questions and of course your law firm in the process.
What is something practical that I can implement right now without using the “I’m too busy excuse?”
Creating legal practice area videos is the most practical thing you can implement without having to give up a ton of your time. These videos are then added to your website. The videos, and the written content that can be created using the videos, will help your website stand out in your neighborhood. We do question and answer video sessions that are really easy to do. They require no scripts or memorization. You simply answer the questions like you have done hundreds of times before during your legal consultations. This is the easiest and least expensive way to improve your websites performance online.
Should I publish a book as a marketing strategy?
This is a great idea. Books are great marketing tools. I would recommend you publish multiple books and then make them available on your website. The easiest way to do this is to create a content map like we discussed. Then shoot the videos and have the videos transcribed. Then order the transcriptions, add an introduction and conclusion, and you will have the making of great definitive guide log or eBook that would definitely help you with your marketing efforts.
Are the yellow pages making a come back?
I don’t think the yellow pages are making a come back. Sorry yellow pages. That said, i think there are groups of people that don’t have a computer that are still using the phone book, so the phone book does still deliver some results.
What is the best way to track where your clients originate from online?
It is critically important that you track your website and SEO programs performance online. To do this, you are going to need multiple online tracking tools. The tools we use are Google Tag Manager, Google Analytics, Google Search Console, and Dynamic Call Tracking. If you use these tools you will know exactly where your clients originate from, as well as how well your website is performing online.
How to get more positive online reviews?
Online client reviews are really important. You want to get as many positive reviews as you can, so we recommend putting a review generation system in place. Your review generation system should make it easy for people to leave a good review for you and it should be tied into your website, so your 1st party reviews can be integrated into your SEO listings on Google. This is a relatively inexpensive web feature that can be easily added to any legal website.
What should I do if I get a bad review?
The first thing you should do if you get a bad review is analyze the review. Many times people will leave online reviews that violate the review site’s policies. If this happens, you can usually be success in getting the review removed. If that doesn’t work, the next thing you can try is to contact the person. Tell them that you are sorry they weren’t happy with their experience and let them know you want to make things better for them. Then ask them if they would consider removing the review. If that isn’t possible, you want to respond to the negative review and tell them how to contact you.
In addition, you want to keep collecting positive reviews. A large number of positive reviews helps to diminish the negative effects of one bad online review.
How do you differentiate your firm from Foster, Scorpion, all the others out there?
It can be hard to understand what website marketing company would be best for your legal practice or how one legal website marketing company may differ from another.
The key is to make sure you compare apples to apples. Many well-intentioned sales reps will tell you that you don’t need this, or you don’t need that, simply because their company doesn’t offer some of the more advanced internet marketing services. Unfortunately, these advanced marketing services are exactly the ones you need to gain competitive advantages online.
Our programs are tightly aligned with Google and they are constantly improving based on the information we get from them. When Google tells us they want websites to have or do something new, we do it immediately.
I think what makes Accelerate Now different from all other law firm web marketing companies though, is we simply out work them and we provide our advanced attorney SEO services at value-based pricing.
Accelerate Now offers an advanced search engine optimization (SEO) program that includes the following services: mobile and speed optimized websites, unlimited practice area content creation, legal HD video production (shot onsite), eBook publishing, email nurturing, mobile apps, 24/7 live chat service, online review generation, local directory optimization, social media marketing and advanced lead tracking and return on investment reporting.
Can you give us a few cost effective ideas since I am solo?
This is another great question. We think the best strategy for a solo is a comprehensive, SEO program that delivers predictable results. That said, if you are looking for a couple of things you could add to your website on a smaller budget. Here are a few inexpensive services that would definitely help your website perform better online:
1. Fast Web Hosting – $50/Month
2. Local Directory Management and Online Review Generation & Management- $100/Month plus set up
3. Legal Website Live Chat – From $200/Month (depending on the number of leads you get each month)
4. Dynamic Call Tracking and Website Analytics and Reporting – From $100/Month
I hope this helps.