Online Marketing for Law Firms in 2020 & Beyond September 24, 2019 shawn@lagrandemarketing.com 1
lagrandemarketing.com/atticus 2
What’s Coming 1) The BIG Idea 2) Websites that Persuade Clients 3) Google Search Results 4) Google My Business & Google Reviews 5) Pay-Per-Click: Essential, Not Evil 6) Amplify and Engage Your Referral Network with an Email Newsletter 3
The BIG Idea in 110 Words Your online presence has a substantial impact on your firm, affecting whether both new clients and existing referral sources will contact you for legal help. Utilizing effective online marketing strategies will grow your law firm's revenue and profit. Having success with digital marketing is challenging; it requires the unique ability to merge timeless marketing principles with the rapidly evolving digital world. However, by mastering online marketing, you can give your firm an unfair advantage over your competitors and capture great clients — before they go elsewhere. At LaGrande Marketing, we help law firms leverage the most sophisticated digital marketing strategies to put you months, if not years, ahead of your competition. 4
Expert marketing skills gave him a thriving business. 5
2X Your ability to double revenue from online sources by mastering the fundamentals of digital marketing. 6
Shawn Leamon Obsessed with the Internet Since 1995 7
Shawn Leamon Dreamed of Becoming Johnnie Cochran in 2005 8
Shawn Leamon As a financial advisor, accidentally became a great digital marketer 9
Our Team Shawn Beth Shannon Chris Chief Strategist Strategist Project Manager Paid Ads Specialist Dallas, Texas Lubbock, Texas Carlisle, Pennsylvania Houston, Texas Shannon is the project manager at LaGrande Marketing. Before joining the team, she spent 9 years in As a client of LaGrande Beth has over 12 years of Chris has extensive consulting providing program Marketing, you will work marketing experience experience managing Pay-Per- management support to US directly with Shawn. We have including web design, graphic Click campaigns since 2002. government clients. She also an awesome team who design, social media strategy, He is accomplished in Google has 15 years of front-line helps!! project management, email AdWords consulting for management and customer marketing, and digital ad interactive agencies and in support experience in the placement. Beth enjoys being managing national social hotel and airline industries. creative and takes pride in marketing campaigns. Chris Her career is supported by a being organized and friendly. has successfully invested over Master of Public $50 million within AdWords. Administration Degree. 10
Our Team César Luka Johann Liz Wordpress Website Content Conversion Rate Developer Designer Writer Optimization Expert Lima, Perua Zagreb, Croatia Chicago, IL Salzburg, Austria César has eight years of Luka likes his work to truly Johann used to be a Liz is has been a legal experience as a WordPress prove to be a beauty professional frontend and content writer for the past 5 developer and has worked (beautifully written, clean backend software developer years and is committed to on a variety of WordPress- code) with brains (a smart but in the last years, he has enhancing the quality and related projects from theme and useful end-product). He focused on Google Analytics, clarity of companies' content and plugin creation to makes our websites look Google Tag Manager, Web and portraying their unique speed improvements and awesome. Performance Optimization general maintenance. Prior (WPO) and Conversion Rate brand, voice, and mission. to joining LaGrande Optimization (CRO). Marketing, César was the former senior coder of Mabbly.com and M4Agency.com. 11
What to Look For ✓ Positive Reviews: What do their clients and in a employees say about them? Marketing Firm ✓ Proactive Service: Keeps you updated every week, not just once a month. ✓ Fiduciary Mindset: Treats your money like their money; maximizes return on investment. ✓ Transparent Pricing without a Contract: You should have the ability to part ways anytime, not locked-in for 1-2 years. ✓ You Own the Work: All the content and analytics belong to you. Ultimately, you want a firm that cares about partnering with your firm. 12
How to End Up X Pay-Per-Lead Services: 99% of pay-per-lead services are scams that could cause lasting harm with a to your firm, rather than help. Bad Agency X Growth Awards (Inc. 5000, etc): Fast-growth does not equate to delivering results for clients — but it does mean they have a great sales team. X Too Good to be True Offer: Fuzzy math, enticing offers, just feels too simple. It’s a scam. X Failure to Report Results: Many agencies don’t report or explain what they are doing. X Proprietary Systems: In the digital world, everything is open, and “proprietary” systems have more downsides than benefits. 13
Most Law Firms Fail at Intake aka The Initial Sales Call Who is answering the phone? Where marketing comes into play Inability to close the sale is the biggest challenge many firms face. 14
Measure Your Client’s Journey How many people have How many website How many calls did seen your firm? visitors do you have? you receive? Research Awareness Contact How many people How many clients do How many situations do booked appointments? you have at a time? you close? Situation Client Consultation Resolved Service Did they leave a positive review? Share Experience Forever 15
2020: Where to Focus Your Efforts It’s all about Google. 1. Your Website 2. Google 3. Newsletter 4. The Rest 1.Search Results 2.Google My Business & Reviews 3.Google Ads 16
“Your website should convert prospects to paying clients. That’s it.” The Compl mplete ete La Law Firm m Guide uide to Digita gital l Marketi eting: ng: A 60 60-Mi Minu nute te Guide uide to Ownin ning g Your ur Market et and Growing wing Your our Legal gal Practice tice in 2020 20 and Beyond ond Page 39 17
5 “S”s of a Great Website We believe there are 5 essential factors to having a website that converts prospects to clients. 1) Simplicity: It should be easy for potential clients to book a consultation with you and find your office. Further, simplicity also means it is easy to update and make changes when necessary. 2) Speed: Your website must load in under 2 seconds. According to Google, when a website takes more than 3 seconds to load, there's a 32% chance you lose prospects. Over 5 seconds? The probability a prospect leaves increases to over 90%. 3) Search Engine Optimized: The proper design, content and technical factors help ensure your website shows up high in search results for relevant keywords your prospects are searching. 4) Security: Your website must have some essential security features such as an SSL certificate, secure website hosting, updated plugins, malware scans, firewall protection, daily backups, and other factors help prevent the risk of hacks or downtime. 5) Survey: You should be able to track analytics and reporting on your website via Google Analytics and Facebook Pixel to measure results and learn the characteristics of your visitors. 18
Improve Your Website So That Clients will Call Is s my si site use ser- How w do I get Will my si site get Why can’t friendl endly? more re qualifi fied ed hacked? ed? anyone ne find me in inquir iries? ies? on Google? ogle? 1. Professional Website 1. Noticeable Phone No. 1. Site Security (HTTPS) 1. Keyword Ranking on Design 2. Primary Call To Action 2. Fast Loading Page Speed Page #1 2. Mobile Friendly (CTA) 3. Browser Caching & 2. Sitemap & Robots.txt 3. Relevant Headlines & 3. Testimonials from Compression 3. Keyword Used in Page Page Copy Clients 4. Regular Updates and Title 4. Images of People in 4. Lead Capture Forms Maintenance 4. Optimal Page Title Firm 5. Relevant Expertise & 5. Nightly backups Length 5. User Friendly Navigation Trust Badges 5. Meta Descriptions 6. Professional Digital 6. Why Choose You Branding Page 19
1 out of 3 of all websites globally use Wordpress. Wordpress is an easy-to-use and powerful content management system. It is the gold standard for websites. It is open source, you own your content, and you’re not locked - in to a marketing agency’s inferior system. Source: Wordpress 20
Google Search Results 21
65% of local search engine ranking factors are controllable. Google My Business, reviews, on-page website factors, and consistent online directory citations serve as the building blocks of local search. Source: Moz Local 22
Create a Compelling Presence for Potential Clients Looking for Your Firm 23
Behind the scenes, website technical enhancements can improve your rankings (This process is called On-Page Search Engine Optimization) Source: Search Engine Journal 24
You Must Target Relevant Keywords On Your Website wrongful death lawyer wrongful death lawyer near me wrongful death lawyer + [City] wrongful death lawyer + [Suburb] wrongful death lawyer + [State] You should have short individual website pages for each city, town and suburb relevant to your practice. 25
Google My Business & Google Reviews 26
Which Firm Do You Think a Potential Client Will Call? 27
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