6/30/09

Compete Against the Attorneys Who Spend More

There are always going to be lawyers and law firms that will spend more money on advertising than everyone else. They will also typically get a lot of business as a result of that kind of advertising spend.

So what can an attorney that does not have the budget or the desire to spend their money in the same fashion do to compete with the big spenders? FOCUS! Instead of trying to compete with them, simply focus your marketing and advertising on specific areas.

For example, if you are a Personal Injury attorney, maybe focus your website on Motorcycle Accidents. Optimize (make visible to search engines) your site for that specific topic.

Now that does not mean you neglect all the other practice areas within your law practice. No. You should write about those areas as well BUT focus on one topic so that you maximize your optimization on that area. You would be surprised at the results you will be able to achieve.

As your website brings you more and more business and you can now afford to spend more money to achieve greater results and then compete against those that are putting bigger dollars into their marketing budgets.

If you have questions please don't hesitate to call me at 303-947-1737.

How Long Will it Take My Website to Start Showing Up in Searches?

If there is one question I get asked most often it's "When will my website start working?" Unfortunately there is no standard answer. There are many different factors to when a site shows up. Search engines use mathematical formulas called algorithms to determine rank or where your website will show up, whether it's on the first page of Google (http://www.google.com/) or the 100th page. Here is what Google has to say about ranking:

"When your site is ready:

  1. Have other relevant sites link to yours.
  2. Submit it to Google at http://www.google.com/addurl.html.
  3. Submit a Sitemap as part of our Google Webmaster Tools. Google uses your Sitemap to learn about the structure of your site and to increase our coverage of your webpages.
  4. Make sure all the sites that should know about your pages are aware your site is online.
  5. Submit your site to relevant directories such as the Open Directory Project and Yahoo!, as well as to other industry-specific expert sites.
  6. Design and content guidelines
  7. Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.
  8. Offer a site map to your users with links that point to the important parts of your site. If the site map is larger than 100 or so links, you may want to break the site map into separate pages.
  9. Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
  10. Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.
  11. Try to use text instead of images to display important names, content, or links. The Google crawler doesn't recognize text contained in images.
  12. Make sure that your TITLE tags and ALT attributes are descriptive and accurate.
    Check for broken links and correct HTML.
  13. If you decide to use dynamic pages (i.e., the URL contains a "?" character), be aware that not every search engine spider crawls dynamic pages as well as static pages. It helps to keep the parameters short and the number of them few.
  14. Keep the links on a given page to a reasonable number (fewer than 100). "

FindLaw (http://www.findlaw.com/) follows these guidelines. To expand upon a few of the more important points

  • Inbound Linking - The more relevant the inbound link, meaning sites relevant to your area of practice, the more "respect" you will get from the search engines.
  • Content - The more content you have that is relevant to your area of practice the better the site will do.
  • Design is also critical because if you have a site that is not easy to navigate or is not appealing to the eye, the more people will click on the back button. There are hundreds of components that search engines use to rank but these are a few.

Another important area to consider is length of time your site has been online. Once a site gets published online is when the search engines start to index them or start the ranking process. With over 25 BILLION websites in the world and more added every day this can take time. It's not unusual for a site to take upwards of 9 months to start to be effective. There are no magic wands and anyone offering one should be viewed very carefully.

6/29/09

Top 10 Ways to Improve Your Web Presence

10. Is your FindLaw firm and attorney profile up to date and informative? Your profile is an excellent opportunity for you to inform potential clients of who you are and what you can do. We highly recommend that you include narrative text and a picture of yourself. The narrative text can include your background, mission/vision, experience, and things that differentiate you from your competitors. An informative FindLaw profile can also have a strong presence in Search Engine results. Check out your profile today by going to www.FindLaw.com or click here for more information.

9. When was the last time you reviewed and updated the content on your FirmSite? Search Engines constantly crawl the internet for fresh information. Consider updating your Publications or add a Testimonials page. This is a great opportunity to establish your firm as a legal expert and improve search engine results. Other options include an In the Community page, Representative Client’s page or a Case Summaries page.

8. Have you submitted your FirmSite to any online directories or purchased online advertisements? Be sure to submit your FirmSite to various reputable online directories like Google Local, Yahoo Local, and more to build in-bound links to your FirmSite. Click here for more information. If you have purchased online advertisements, be sure they link to the appropriate pages on your FirmSite. For example, if you have a Personal Injury TopSpot on FindLaw.com, link it to the Personal Injury page on your FirmSite. This guides prospects directly to the information they seek and improves the presence of this page within the Search Engine results.

7. Do you have a page on your FirmSite without any content? Maybe you have a Spanish page without Spanish content or a Testimonial page without testimonials because you have not had time to update. It is critical to incorporate keyword rich content with about 250 words per page on your FirmSite. Search Engines can penalize your FirmSite for having empty pages, please consider removing them. You can always add them back once you have some relevant, keyword rich content.

6. Does your FirmSite have a Site Map? A Site Map can make it easier for Search Engines to crawl and index your FirmSite in an effort to improve your Search Engine results.

5. Did you know that there are FREE methods for promoting your FirmSite? Be sure to add your web address to your letterhead, business cards, email signature, as well as mention your FirmSite on your business’ voicemail.

4. Who? What? Where? With the amount of information available online, you only have a few seconds to grab the attention of a potential client. It is imperative that your FirmSite clearly states your firm’s name, phone number, office location, and your services in a visible area.

3. Do you have any pictures of your staff, office or practice area specific pictures on your FirmSite? Statistics show that a potential client is more likely to contact the firm that includes pictures of the attorneys and staff than the firm that doesn’t. Pictures are a great way to add a personal touch as well as visually convey what you do and who you are to potential clients.

2. Your firm is located in Denver, CO. How does a potential client located in Englewood, CO find you online? Be sure to include a geography block at the bottom of each page of your FirmSite. A geography block consists of cities and counties that you would like to attract clients from.

1. When was the last time you discussed your web presence with your FindLaw Account Manageror local FindLaw Sales Consultant? Today is a great day to contact us and find out what we can do to enhance your web presence in the areas of visibility, content, and design. Call 303-947-1737

Top 10 Ways to Improve Your Web Presence

10. Is your FindLaw firm and attorney profile up to date and informative? Your profile is an excellent opportunity for you to inform potential clients of who you are and what you can do. We highly recommend that you include narrative text and a picture of yourself. The narrative text can include your background, mission/vision, experience, and things that differentiate you from your competitors. An informative FindLaw profile can also have a strong presence in Search Engine results. Check out your profile today by going to www.FindLaw.com or click here for more information.

9. When was the last time you reviewed and updated the content on your FirmSite? Search Engines constantly crawl the internet for fresh information. Consider updating your Publications or add a Testimonials page. This is a great opportunity to establish your firm as a legal expert and improve search engine results. Other options include an In the Community page, Representative Client’s page or a Case Summaries page.

8. Have you submitted your FirmSite to any online directories or purchased online advertisements? Be sure to submit your FirmSite to various reputable online directories like Google Local, Yahoo Local, and more to build in-bound links to your FirmSite. Click here for more information. If you have purchased online advertisements, be sure they link to the appropriate pages on your FirmSite. For example, if you have a Personal Injury TopSpot on FindLaw.com, link it to the Personal Injury page on your FirmSite. This guides prospects directly to the information they seek and improves the presence of this page within the Search Engine results.

7. Do you have a page on your FirmSite without any content? Maybe you have a Spanish page without Spanish content or a Testimonial page without testimonials because you have not had time to update. It is critical to incorporate keyword rich content with about 250 words per page on your FirmSite. Search Engines can penalize your FirmSite for having empty pages, please consider removing them. You can always add them back once you have some relevant, keyword rich content.

6. Does your FirmSite have a Site Map? A Site Map can make it easier for Search Engines to crawl and index your FirmSite in an effort to improve your Search Engine results.

5. Did you know that there are FREE methods for promoting your FirmSite? Be sure to add your web address to your letterhead, business cards, email signature, as well as mention your FirmSite on your business’ voicemail.

4. Who? What? Where? With the amount of information available online, you only have a few seconds to grab the attention of a potential client. It is imperative that your FirmSite clearly states your firm’s name, phone number, office location, and your services in a visible area.

3. Do you have any pictures of your staff, office or practice area specific pictures on your FirmSite? Statistics show that a potential client is more likely to contact the firm that includes pictures of the attorneys and staff than the firm that doesn’t. Pictures are a great way to add a personal touch as well as visually convey what you do and who you are to potential clients.

2. Your firm is located in Denver, CO. How does a potential client located in Englewood, CO find you online? Be sure to include a geography block at the bottom of each page of your FirmSite. A geography block consists of cities and counties that you would like to attract clients from.

1. When was the last time you discussed your web presence with your FindLaw Account Manageror local FindLaw Sales Consultant? Today is a great day to contact us and find out what we can do to enhance your web presence in the areas of visibility, content, and design. Call 303-947-1737

51 Ways to Market Your Practice

I came across these marketing tips written by Terry Berger of Westminster, MD. I find it of particular interest since we are in tougher economic times and attorneys absolutely NEED to be marketing themselves EVERY chance they get.

Here they are:

1. Join your local chamber of commerce. It's great for networking and community credibility.

2. Get a unique business card and hand it out freely. You never know (and neither do they)when someone will need a lawyer. Also, make sure you ALWAYS have your cards on you no matter what you are doing, even walking the dog.

3. Give a client or other non-lawyer contact at least 2 business cards - one to keep and one to give away.

4. Give every employee his or her own business cards along with name, title, email address and website address. (What? No website...Are you kidding? In this day and age. You are losing way to much business. See point 51).

5. Offer to write an article for your local paper on a topic such as why everyone should have a will or questions to ask a contractor. Make sure the byline includes the name of your firm AND your website address and if possible, your email and direct line.

6. Add a signature block to your outgoing email that includes your name, the name of your firm, website address, email, full mailing address and phone number.

7. Try to get a local reporter to use you as a local expert. Send an e-mail offering commentary on a court case. Learn to translate legalese into English and reporters will love you.

8. Join e-mail discussion lists at the local and state bar level, as well as the ABA's Solosez group. (You don't need to be an ABA member to join Solosez).

9. Apply to teach at a local community college, community center or similar venue. This could be a for-credit course or a one day course on your area of legal expertise.

10. Make sure everyone in your office building knows who you are, that you are a lawyer and what type of law you practice.

11. Send holiday cards to everyone you meet and keep the list growing. Also, send them early. If your clients get cards on December 23rd, they may throw them away December 26th. If they get them early, the cards may sit out on the mantel for weeks.

12. Send personalized calendars each new year. Many websites will add your information to standard calendars at a low price. Try the long, thin calendars that are designed to stick to the top or bottom of a computer monitor.

13. Send birthday and anniversary cards to colleagues and clients. A simple calendar system and box of generic cards makes this task easy.

14. Ask your clients to refer others to you. At the conclusion of the client's case, when they express gratitude , hand them some cards and tell them you hope they'll send their friends your way.

15. Offer to speak to community groups or at senior centers on topics such as wills, fraud avoidance and similar issues

16. Register with your local bar association speakers bureau. If your bar doesn't have one, offer to help start one.

17. Make sure everyone at your church or synagogue knows that you are an attorneys and has your business card.

18. Advertise in school and church newsletters and local marketer newspapers. This sort of advertising is usually cost-efficient and such publications are surprisingly well-read by their target audiences.

19. Post your business card on the bulletin board at your barber shop, beauty salon, grocery store, community center and house of worship.

20. Send a copy of recent case or legal news clip to another professional, attaching your card and a note such as, "I thought this might be of interest." Make a commitment to send at least 2 a week.

21. Send a congratulatory note to other local business people in the news.

22. Donate last year's West Law books to your local library with a bookplate bearing your name, firm name and URL.

23. Donate magazines to your local jail, nursing home or school and hand over your business card when you drop them off.

24. Volunteer to speak at your local high school about law related topics. Not only might the students become clients, but their teachers and parents just might too.

25. Actively participate in community affairs

26. Give business cards to waiter staff at your favorite restaurant and other service people you see on a regular basis. Ask them to offer the cards to other customers who seem to need a lawyer.

27. Have lunch or dinner frequently with attorneys who practice in other areas and be sure you have plenty of each other's cards for referrals.

28. Cross-sell. When you complete work for clients, remind them that you handle other matters as well. Make sure they know that you would like the opportunity to serve them - or their friends, relatives, etc.

29. Ask your clients to allow you to be their first contact for any legal issue they may encounter. Let them know that if you cannot handle the matter, you know someone who can.

30. Get to know your clients business. If appropriate, visit your client's business. Showing interest reminds clients that their success is your success.

31. Tell clients what services you provide. Provide clients with all the necessary information about the firm so they can be better referral sources.

32. Send out press releases. Small local newspapers are especially interested.

33. Remind clients of obligations, such as lease renewal dates, business name registration and other important dates

34. Send congratulations to clients for any life event, such as the birth of a child or a graduation.

35. Come up with new ideas for clients or their businesses. Even if the ideas are not acted on, it shows clients that you are thinking of them and you are creative.

36. Every Monday morning (or Sunday night) write down five marketing activities that you will accomplish during the week.

37. Make certain everyone in your firm and your family knows what kind of law you practice and what type of clients you are seeking.

38. Write down a 15 second description of your practice and commit it to memory. This is called an Elevator Pitch. Use it whenever someone asks you what you do.

39. List five to ten people or businesses you would like to have as clients. Devise a plan to get their attention

40. List your ten best clients or your 10 newest clients. Ask each why they cam to your firm. This will allow you to determine which marketing efforts are best.

41. Never participate in an activity just to get business. Have a genuine interest in that activity.

42. Network, Network, Network. Remember, this is a never-ending process. It takes a long time to develop and benefit from contacts.

43. Never apologize for the size of your firm. Make sure that your clients know why it is such a benefit for them to work with you.

44. If there is more than one attorney in your firm, learn to cross-sell services to other clients.

45. Seek out free listings in directories - print and online

46. Write an e-mail newsletter about your practice area and send it to other lawyers. Archive the newsletter online.

47. Join the local trial lawyers association, even if you don't do much trail work. It's a good place to network and get name recognition from other lawyers.

48. Give out laminated "What to do after an accident" or "What to do if you are arrested" with your firms information.

49. Give out durable key chains or pens. Items that people use frequently.

50. Give vinyl or nylon briefcases to clients on their first visit. This will encourage clients to keep important papers for their case in one place and to bring everything to each office visit. Add a pen, key chain, pad of paper and some business cards in each case.

And

51. Make sure you have a well-designed, well-written and well-optimized website. With more people finding attorneys on the Internet than from anywhere else you are missing huge amounts of potential business by not ensuring that people can find you on the worlds most utilized search tool.

6/26/09

Yellow Page vs Internet Advertising

There are a lot of questions out there regarding this issue and I am going to offer my opinion based upon the information I have gathered over these last few years.Lets go back to the year 2000. Most American households still did not have a computer, maybe 30% and of that 30% I would venture to say that a majority of those did not have high speed Internet access. I know I did not. I was still using dial up and believe me it was SLOW!!!! I still remember trying to download a preview for the first X-Men movie. After HOURS of trying, it never did dowload. My friend Craig Fisher did have high speed and I remember it only took him a few minutes.Why do I tell this touching story? Because back in the "old days" using the Internet for all those searches was too tedious. The yellow pages was much more efficient at that time. Something else to keep in mind that is VERY important; searching for information online was not as easy 10 years ago as it was today and 20 years ago it was impossible so the yellow pages was really the only place to go if you needed to find information.Lets skip ahead to today, 2008. I would say most American households have computers at home and of those that do, a majority have high speed access AND using Search Engines like Google, Yahoo or MSN.Why is this important? Because now people feel comfortable using the Internet to find whatever information they are looking for. In fact, it is far easier to use the Internet instead of the yellow pages. More and more people go online to find what they need today and that trend will continue to grow. Now, I work exclusively with Attorneys, and I have asked every lawyer I have ever met with how their yellow page advertising is working these days and 100% of the time I am told that they have seen a steady decline in the amount of business they are getting from their yellow page advertising.Another factor to consider for those wanting to advertise in the yellow pages is which book? Yellow Book, Qwest Dex, Verizon Super Pages, all the small towns in a metro region??? Is it a waste of money to advertise in the yellow pages? I don't know. I do think the more places you can have people find you the better but at what point does the return on investment become harder and harder to achieve. And yellow page advertising is not getting cheaper, just the opposite. I will say this, if you are not spending a minimum of your advertising dollars on the Internet then you are missing out a huge demographic that has turned out to be a very strong consumer base.If you have any more questions on what it takes to have a truly effective presence online please go to my website.