Archive - October 2010
Here’s a quick 5 question quiz to assess your preparedness for online marketing success.
Feel free to give your answers in the comments, in this survey, or by email: email@example.com. I will grade your answers and provide the answer key in a few days. (Each answer should be 10 words or less)
- What is the purpose of your website?
- What is the #1 most important thing you should have on your website?
- How do your prospective clients find attorneys to hire online?
- What is the #1 thing you want a prospective client to do if/when they find you online?
- How much should a website cost (in time and money)?
Good luck with the quiz!
October 7, 2010
Here's some advice I’ve heard and given to attorneys about online advertising:
1. Search for your name on Google and make sure you know what shows up there.
Action item: Make sure your website or other sites with favorable content about you show up on the first page
2. Check out consumer legal problem key words + locations (i.e. personal injury attorney tampa) on searches on Google Maps, Yahoo Local, Bing, AOL, etc.
Action item: Are you on the first page of results for common words? If you checked “divorce attorney”, did you also check for “divorce lawyer”, “family lawyer”?
3. Make sure you’re in major online legal directories.
Action item: Inform yourself about which online legal directories even matter. There are dozens of them and most don’t have a) much consumer traffic, b) predictably good traffic for your practice, and c) any real interest in giving you good leads; they just want your $50 or $100/month with the hope that you happen to get a good lead or (more likely) that you forget about that expense
These three items are a start to beginning to understand how Google, Bing and other search engines work, how potential clients might begin their process of finding you, how advertising opportunities might be created, and the importance of measuring performance and value.
At RealPractice, we educate our clients about these concepts and simplify the decisions and worries. We work closely with attorneys who want new clients, and who want to get good value out of their advertising investments. Not every attorney is ready to spend $5,000 per month on Google advertising, and we have solutions to drive value based on the investment that makes sense for the attorney’s current goals/budget, as well as future aspirations. Few of us today are in a position to throw money at a current problem. We want more clients, and we have to be diligent about how we make investments to acquire them. Remember, the expectations of results should match the investment. I’m not planning my retirement based on a $100/week addition to my savings, but after 40 or so years, that would be over $1 million. That would make a nice difference. You don’t have to spend a fortune to make a difference in your practice, and we can show you how.
Nearly 50% of people report using online search to look for people who offer services or advice in a professional capacity, according to a Pew Internet study (see graphic). My first question is – what are the other 50% using? I think this number is low for the year 2010. [I’d speculate that the question here skewed the results, as the person being asked has to interpret the question].
People are looking for advice, information and initial direction as they identify a need and go through the consumer decision-making process (more on this in a future blog post). Life as a business owner has forever changed because of the Internet.
When information was limited, a consumer would call or drive in to an office/store earlier in their buying process. If you were good and credible at answering initial questions and providing information, then you usually got the business. Now the stakes are higher and the tables are turned (in the consumer’s mind). They feel much more empowered and informed, which is why you’ve no doubt received the “instant expert” calls from someone who thinks they’ve become a lawyer overnight. They already know what they want to hear from you, and you have to realize that fact.
As hard as it may be, you have to validate and remember how much smarter consumers are today, and interact with them accordingly. That’s the first step toward making the leap to success today. Next we’ll discuss how you make sure you’re even in the consideration set for a consumer.