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Legal Marketing Blog

Category: Attorney and Law Firm Marketing

Lawyers and Law Firms on Instagram? You bet!

Bardorf Legal Marketing

The way you market yourself and your firm has changed drastically over the years. The days of all professionalism all the time are over. Clients today want to see a more personal side of attorneys. This can be easily accomplished by building a network of followers on Instagram. At the end of the day, you want to be where your potential clients are. Instagram is an often-overlooked platform, yet, over half of the top 20 law firms in the US use Instagram to promote their firm and connect with clients. Coming in behind YouTube and Facebook, Instagram is the third most popular social network among adults. Over 200 million Instagram users view at least one business profile daily, making this social media platform ideal for

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Lawyers Get Qualified Leads With Google’s Local Service Ads

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How would you like your law firm to rank above organic results, pay-per-click ads, and Google My Business listings? It’s possible with Google Local Services Ads (LSAs). Signing up for this new service for attorneys will certainly provide a marketing advantage, but of course it comes at a hefty cost. With LSAs, your sponsored picture ad appears at the very top of Google’s search page and prospective clients are directed to a Google landing page with your firm’s contact information, professional credentials, reviews, and other promotional facts about your legal services. One of the best features of LSAs is the Pay-Per-Lead pricing, which means you only pay for qualified leads. The prospective client must be from your predefined geographic region and practice area. The only

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Is Social Media For Lawyers and Law Firms?

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As a marketing tool for law firms, social media hasn’t exactly been the go-to strategy among sole practitioners and small law firms. But times are changing. For most attorneys, if you are not taking advantage of social media to promote your services, attract prospective clients, and build valuable connections, you’re missing a huge opportunity. While not all trends will be relevant to promote your firm, there are some you should consider taking advantage of this year. Niche Social Media Platforms Up first is niche social media platforms. Utilizing niche groups will take the guesswork out of getting your firm in front of your potential customers as well as key influencers. Social media platforms such as Facebook, Twitter, LinkedIn, and Google My Business present an opportunity

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Google’s Local Service Ads For Lawyers – What You Need To Know

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Google’s Local Services Ads are a new way for lawyers and law firms to reach potential clients. LSAs are sponsored listings that appear at the very top of a search engine results page (SERP).  The pay per lead model is different than Google Adword’s traditional pay per click model which charges for each click on the ad. With LSAs, you only pay for qualified leads according to your defined practice category and geographic area. The product has been around for several years serving other professional services, but only recently made available to lawyers in certain practice areas including Bankruptcy, Criminal Defense, Estate Planning, Family Law, Immigration, Personal Injury, Real Estate, and Tax law. Local Service Ads Overview There are several requirements to complete before your

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Not Just Marketing, But Local Marketing

Bardorf Legal Marketing

In today’s digital world attorneys looking to grow their business do not just need marketing, they need the right kind of marketing. The vast majority of attorneys obtain their clients from within a twenty-mile radius of their office. An effective local marketing program is essential for any attorney looking to grow their practice. Here is what every attorney needs know to start marketing locally. Make Your Site Mobile-friendly Your next client is looking for you right now. But can they find you? The first step to up your local marketing strategy is to ensure your website is mobile-friendly. Not only are over half of your potential clients looking at your site from a mobile device, according to HubSpot, but data shows 61% of mobile searchers

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Boost Business With Client Reviews

Bardorf Legal Marketing

Law practices are among the most competitive industries on the web. One way to ensure your practice stands out is through client reviews. Word of mouth has traditionally been a significant driving force for many attorneys. Customer reviews are viewed by readers much in the same way as a recommendation from a friend or family member. According to a BrightLocal survey, 87% of consumers read online reviews when researching a local business. Additionally, the average consumer reads at least ten reviews before they begin to trust an unfamiliar business. Client reviews increases business Encouraging clients to share their experience builds loyalty and increases the likelihood of not only repeat business but referrals too. Providing clients with the opportunity to share their positive experience in working

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Four Steps To Using Integrated Digital Marketing To Enhance Your Solo Practice

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Many small practices find themselves in a precarious position when it comes to growing their business. After all, as a solo attorney, you don’t have access to unlimited resources. Large firms have deep pockets and extensive staff to fall back on. With the right tools, you can respond to your business challenges and enhance your practice all on your own! If you’re looking for a straightforward, cost-effective strategy that will connect you with clients, you need integrated digital marketing. Simply put, integrated digital marketing is the integration of multiple marketing strategies. The goal is to develop a cohesive online strategy to boost marketing and communication efforts for your firm. Successful integrated digital marketing requires the use of consistent messaging across all digital platforms. Countless hours

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Rethinking The “Free Consultation”

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Offering a “Free Consultation” is, without a doubt, a valuable sales tool. Unfortunately, this tactic also bears several downfalls, especially for sole practitioners and small law firms, where an attorney’s time and expertise is directly related to their income. While the goal of offering free consultations is to lure potential clients into your office, the problem with this tactic is that it doesn’t guarantee you will be hired. Another issue is that the client’s motives or someone’s perceived value of your time and knowledge prior to a consultation is unknown. This leads to legal professionals wasting valuable time with prospective clients who lack respect for attorney’s time and attorneys providing insight and often advice on cases without being compensated. As a solo practitioner, you do

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How Attorneys Should Use Google My Business

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Google My Business is a must-have in today’s virtual world. Even for attorneys who traditionally rely on referrals for business need to be visible and discoverable by clients and prospects online. If you don’t have a Google My Business profile, create one at www.google.com/business. Simply answer the prompt questions to get started. Once your profile is activated, you will see how clients engage with your listing by tracking profile views, number of phone calls, and request for directions to your office. As a free marketing tool, Google My Business allows you to manage your online presence easily. Not only can you provide current clients and prospective clients with essential business information such as your business hours, website, and location, as well as to share your

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Leveraging LinkedIn to Boost Your Legal Practice

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If you’re not a millennial, it can be dizzying trying to keep up with the latest social media platforms. From Snapchat to Tiktok, the options for mindless scrolling are endless! The good news is you don’t need to master every channel to market your law firm. For many law firms, LinkedIn is an untapped opportunity resource. If you know anything about LinkedIn, you know it is considered the “professional” social network. It’s no surprise that attorneys feel most at home using this social media platform. However, merely having a profile simply isn’t enough for attorneys to obtain the full benefit or potential of this platform. Read on for details about how to build your practice and boost your digital marketing efforts with LinkedIn’s target-rich environment.

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In Good Times and Bad – Effective Marketing Can Make A Difference

Bardorf Legal Marketing

Is your schedule packed with new client meetings and consultations? Or perhaps your firm is facing a crisis and needs to free up some cash? In either scenario, there is one single mistake every law firm must avoid—terminating your marketing program. An effective digital marketing program is an ongoing process that adjusts to the ebb and flow of your business and the marketplace. It provides the ability to seamlessly pull back to reduce inbound activity when a small firm is overwhelmed with business and it is designed to quickly scale up and increase inbound activity when business is slow. A healthy marketing program also allows you to target niche practice areas, geographic areas, as well as specific types of clientele. It’s easy to overlook your

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The Top 3 Digital Marketing Strategies Your Law Firm Needs To Master

Bardorf Legal Marketing

We live in a technology-driven world. This means over 90% of your potential clients will begin their search for an attorney online. If you’re not utilizing digital marketing, your law firm is being left behind. Digital marketing, not your forte? Don’t panic—this article will take you through the top three strategies your law firm needs to succeed in the digital world. An effective digital marketing strategy focuses on numerous factors, including quality-driven content, engaging social media campaigns, and an attractive website. Before we dive into each strategy, let’s review what is meant by digital marketing. What is Digital Marketing for Law Firms? Digital marketing is also known as online marketing and internet advertising. The shift in technology, enabling consumers to have the internet at their

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Are You Paying Too Much For FindLaw?

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You’ve been with FindLaw for so many years that you’ve lost count. You dutifully pay them month after month, year over year.  Your practice is busy, thankfully and quite frankly, you don’t have the time to pay as much attention to FindLaw as perhaps you should considering the thousands you spend with them every year. Calculating the ROI and researching your marketing options is a continuous outstanding issue that remains a nagging constant in the back of your mind. But you’re busy taking care of clients and practicing law and just don’t have the time to delve into the details. Sound familiar? This is the story we regularly hear from past FindLaw clients. After years of paying a premium price, these attorneys realized they had

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What Is Your Law Firm’s Plan Regarding Coronavirus?

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An attorney’s guide to serving clients, instilling confidence, and thriving in the midst of the current pandemic Life Goes On and Business Goes On-line As a lawyer working on your own or as part of a small firm, it is not only important to continue to work with clients through this period but it is critical to keep new business flowing. While any small business owner might be faced with these diverse challenges, a lawyer also has a unique set of ethical obligations to uphold while handling clients’ most personal affairs. Life will go on during this virus and so will the turning points in life when people need lawyers. In fact, people may be more in need of legal services than ever during this

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The Attorney’s Covid-19 Communication Plan

Bardorf Legal Marketing

People respond differently to the news about the Coronavirus. Some folks shut down and isolate while others carry on and continue life without interruption. Most folks exist somewhere in between, taking precautionary and reasonable measures to keep themselves and their family safe. With that said, it’s important to acknowledge that your profession as an attorney carries a bit more responsibility at a time like this. Life will go on during this virus and so will the turning points in life when people need lawyers. In fact, with more potential downtime from work and school, people may be more inclined than ever to address longstanding legal concerns during this crisis. Market uncertainties, family dynamics, and even a reminder of one’s own mortality may make your clients

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How Attorneys Get Glowing Client Reviews on Google

Bardorf Legal Marketing

As an attorney, you don’t have a lot of spare time. You are busy representing your clients, poring over the details of legal precedents, and looking for an edge in each of your cases. The last thing you have time for is marketing. And even if you choose to be proactive and implement some small, DIY marketing initiatives, it’s often very difficult to turn these efforts into effective results. Take Google reviews, for example. Consumers increasingly rely on Google reviews for guidance in almost all purchasing decisions. In fact, research has shown that “63.6 percent of consumers say they are likely to check online reviews on Google before visiting a business.” That’s huge! So maybe you decide to ask each of your satisfied clients to

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Branding Your Law Firm: How Client Reviews Tell Your Story, Establish Trust and Improve SEO

Bardorf Legal Marketing

Welcome to the trust economy, where potential customers rely more on online customer reviews than they do on personal referrals. At least, that’s what recent data indicates. According to BrightLocal’s Local Consumer Survey, “Ninety-one percent of 18 to 34-year-old consumers trust online reviews as much as personal recommendations.” Across all surveyed age groups, eighty-six percent of potential customers read local online reviews prior to making a purchase decision. Are you regularly getting positive online reviews from your clients? If not, you’re ignoring an important means of generating new business through building brand trust and boosting search engine optimization. Brand awareness from the search engine’s point-of-view You want your potential clients to associate your firm with a particular niche, OUI defense or car accident injury for

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The Transformation of Law Practice – From Personal Referrals to Online Reviews

Bardorf Legal Marketing

There was a time when people had “their lawyer”. The reliable, trusted, go-to person who would handle all legal matters that life presented. Things are quite different today as most folks no longer rely on just one lawyer to handle all the legal issues that arise in life, whether it be negotiation of a prenuptial agreement, purchase of a home, reviewing a business contract, filing for bankruptcy, mediating a divorce, or drafting a will. There are two reasons for this transformation. First, as the law has gotten increasingly complex, consumers are searching for lawyers who specialize in specific areas of the law. Today, most immigration attorneys would think twice before representing a client in a complex divorce case, at least if they wanted to keep

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4 Tips to Create Compelling Content for Attorney Websites

Bardorf Legal Marketing

Creating compelling content is important. Well crafted content has the ability to generate interest and bring in potential clients, as well as establish and maintain trust with your existing client base. But’s it’s not as simple as writing an article and posting it to your website. When you create online content, there are two audiences that you need to keep in mind. The first audience and the one you are likely most familiar with is your website visitor. This is anyone who views your content, including current clients and potential clients, other lawyers, potential employees, and casual visitors. The second audience is the search engine (ie Google, Yahoo, etc.). These search engines use algorithms to rank the relevancy and validity of web pages. Both audiences

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Has Your FindLaw Marketing Gone Stale?

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When was the last time you had an earnest marketing meeting with your FindLaw representative? One where you had a meaningful discussion about promoting your law practice that didn’t include paying FindLaw an additional $500. a month to implement – because that is considered a sales call, not a marketing meeting. Let’s face it, your FindLaw rep is a sales person, not a marketing strategist. If your FindLaw marketing has gone stale and you’re not getting the results or personalized attention you need and deserve given the cost, we encourage you to start your exit plan by speaking with us first. For 15 years Bardorf Legal Marketing has helped attorneys and small law firms successfully and seamlessly transition from FindLaw. We implement robust, customized marketing

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