Bardorf Legal Marketing

Is Social Media For Lawyers and Law Firms?

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 for you to connect more intimately with your target audience. Each of these larger platforms provide niche groups where you can target your messaging and connect with prospects as well as other professionals who can refer business to you directly. Two-Way Communication Your clients have endless options when it comes to choosing their attorney. One way to stay top-of-mind and obtain a competitive edge is through two-way communication. Social media has made two-way online communication more effortless than ever before. Technology such as AI-powered response systems as well as live chat help engage with clients fast. Messenger on Facebook and Ask A Question on Google My Business are just two ways you can quickly connect with prospects. When it comes to customer expectations, response time

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 LSAs can go live. Each LSA is associated with one Google My Business address. The address must have at least one review, and the average of the reviews must be at least 3.0. Each lawyer or law firm to be displayed will be screened before they are included in the LSAs. This screening involves a basic background check of the attorney or law firm owner by a reputable third party security company, confirmation that they have a license to practice law (bar number), and proof of insurance. These additional requirements differentiate LSAs from the traditional Google ads, and the feature benefits of the LSAs are meaningful. These include: Increased exposure at the very top of Google search results. Google’s endorsement via “Google Screened” check mark.

Not Just Marketing, But Local Marketing

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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 are also more likely to contact a local business if they have a mobile-friendly site. Mobile-friendly sites are optimized to load optimally when viewed on any type mobile device. A mobile-friendly version of your site will typically include well formatted text, form fields, menus, and buttons, for easier browsing and one-touch calling. To test if your site is mobile-friendly, try Google’s Analysis Tool. Simply type in your site and receive free feedback. Localize Your Content The content on your website should be relevant to your local audience and client base. This involves the integration of location-based terms to your website. For example, instead of advertising your business as simply a ‘trusted law practice,’ your message could read ‘trusted law practice serving Boston’s North Shore.’ The

Boost Business With Client Reviews

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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 with you is not only a great relationship-building tactic but an effective business development strategy. Client reviews is simply an effective form of marketing. Long after an online review has been published, potential clients can access and reference the information. When others see positive reviews, and have had a similar experience, they are more likely to leave a review themselves. This contributes to increased visibility online and helps your site naturally rank higher on google with very little effort on your part. Online client reviews are an essential avenue for gaining attention and increasing awareness of your practice. But how do you encourage clients to leave reviews? Simple! For starters, you need to provide a platform where clients can leave reviews. Google My Business, for

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 go into developing and maintaining an integrated marketing approach. As a solo attorney, you’re most likely already overextended. To make things easier, the following steps are useful strategies to enhance your marketing efforts. First, you need to determine if the look and feel of your firm’s website align with your other marketing efforts. Does your site evoke the feeling you’re going for? Design elements, such as imagery, colors, and fonts, should work together to communicate your firm’s overarching message. Bright ‘happy’ colors, for example, can signal your practice is family-friendly. On the other hand, bold colors are nonverbal cues that you are passionate about fighting for your clients’ rights. Your site also needs to be user friendly. This means content should acknowledge and address client

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 not have the luxury of wasting your valuable time and knowledge on such fruitless practices. Over the years, attorneys have attempted to address the issues by offering restricted consultations, for example, free initial consultations or free 30-minute consultations. Unfortunately, this approach doesn’t address the root of the problem: wasting valuable time. So how do attorneys remain competitive but avoid the pitfalls of free consultations? By rethinking the consultation process. For many prospective clients, the term consultation conjures the notion of free advice. Providing a “free consultation” gives the prospective client power and control of the situation and can diminish the value of an attorney’s expertise. The average individual expects to present their folder of documents, lay it out for the attorney, and get their questions

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 practice areas and engage with clients. Customer engagement is essential to building client trust. When searching for an attorney online, clients are looking for validation and responsiveness. Having a Google My Business profile gives your law practice credibility. The additional customer engagement features offered by Google My Business can help you establish authenticity and demonstrate your professionalism and responsiveness. Continue reading for tips on different engagement features and how to use them. Google Reviews Before making a final decision, many prospective clients will read reviews to gain insight into your law firm and legal services. They want to know from the perspective of other clients what to expect. Always encourage your clients to leave you a review by providing them a link to your Google

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. Client Acquisition and Engagement LinkedIn may not be your first thought for obtaining new clients, but remember, nearly everyone has legal troubles at some point. People looking for a reputable personal injury, family law, or even a criminal defense attorney also consider LinkedIn as the go-to for finding professionals. Networking As a social media platform, LinkedIn was designed for networking. Clients are often acquired through referrals. As you develop more professional relationships, your firm’s chances of receiving client referrals are greater. SEO For many, search engine optimization is a foreign concept. You may understand the importance of SEO, but beyond that, it’s all a mystery. The good news, maintaining an active LinkedIn profile can drive your content and encourage “sharing” to rank your firm higher

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

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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 online marketing efforts when business is good. You have all the clients you can handle, so why continue marketing? The simple answer is because there’s no guarantee your schedule will be booked next month or the month after that. Effective marketing is unlike a light switch that you flip on and off. If you “turn-off” your online marketing entirely, it can take months to regain your marketing momentum and there is no guarantee you’ll be able to recapture the online real estate you’ve lost to competitors when you’re ready to “turn on”. When business is slow, the natural instinct to cut costs and reduce expense cause many attorneys to discontinue marketing. While you don’t want to dig a deeper hole for your business, this reaction

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 fingertips 24/7, has impacted how people interact with businesses. Like any other type of marketing, digital marketing is a way to connect with and influence your potential clients. Any online marketing is considered a digital marketing strategy. Primary examples include social media marketing, blogging, email marketing, and pay-per-click advertising. Any marketing tool you use online can be a digital marketing asset. Some you may already have at your disposal include: Your website Branded assets such as your logo Written content including blogs and client testimonials Video and imagery content Social media pages

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 indeed reached the margin of diminishing returns. The infamous point achieved when the value of what you receive is worth less than the continued cost moving forward. The simple question is; Are you paying too much for FindLaw? Since 2005 Bardorf Legal Marketing has helped attorneys and small law firms successfully and seamlessly transition from FindLaw. We typically save our clients up to 50% of their FindLaw costs while delivering better results. It’s not rocket science. It’s hard-nosed, innovative, data driven, hands-on digital marketing at a fair price. It’s never too early to develop your FindLaw exit plan. Take the time now to learn your options well before your FindLaw renewal date. Let us know if you’d like to chat.

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 crisis. Market uncertainties, family dynamics, and even a reminder of one’s own mortality may make your clients anxious and motivated to look for solutions. Additionally, as more people isolate themselves with family, work from home, and reduce their travel, daily interactions will transfer overwhelmingly to digital platforms. More and more people will spend considerable time online. In the midst of this pandemic many people will reflect on the current status of their lives and look into solving long-standing legal concerns. As an attorney, you need to maintain the cool, collected, and calm thinking you bring to clients’ issues as you face this crisis. Remember that you are representing a larger institution than yourself: for clients, you are the face of the American legal system, a

The Attorney’s Covid-19 Communication Plan

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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 anxious and motivated to look for solutions. So, what is your message? Attorneys should take this opportunity to demonstrate to clients and perspective clients that you are ready, resourceful and committed to the mission of serving them throughout this crisis and in their most difficult moments. We recommend preparing a statement highlighting your firm’s response to this crisis and emailing it to your clients as well as publishing it to your website and social media. Your statement should convey your commitment and readiness to address your clients’ needs through this time and offer practical ways to connect to discuss their legal issue. Take Action We have helped our clients craft appropriate Coronavirus messaging and have implemented processes that offer alternative ways to connect and meet

How Attorneys Get Glowing Client Reviews on Google

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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 leave a review on Google for your law firm. Simple, right? But how many of those who agree to write a review will actually publish it? And would you really have time to follow up with them to ensure that they do? Wouldn’t it be great if there was some simple process to follow that would maximize the number of positive Google reviews for your law firm? We’ve compiled a streamlined, 10 step process that you can follow to boost your positive reviews on Google, and ultimately convert more potential customers into clients. The 10 Step Process Okay, here it is: Locate and claim your verified Google business listing. Find the box to the right that says “Write a Review,” and click on that box.

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

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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 example. If your concentration is Massachusetts family law, there’s little point in targeting your Google ads in content optimized for real estate or estate planning. Likewise, search engines want to make sure your website and business have a legitimate claim to the content and keywords you’re using. In the world of search engine optimization (SEO), bona fides come in the form of citations. A citation is a mention of your firm’s identifying information—name, address, phone number, website, or industry, for example—on another active site with related content. Citations validate your business’ relevancy to associated search engine queries, especially when they can anchor you to your specialty and locale. Review platforms like Google, Avvo, and the Better Business Bureau that are location-based, are excellent resources for

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

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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 their malpractice insurance premiums reasonable. Second, our mobile and techie society means that people don’t form the same kind of professional relationship with their attorney as they did in the past, resulting in less loyalty. Now when a legal problem comes up, clients open their computers to search for information about their legal issue and for lawyers who could handle it competently. Accordingly, people don’t ask each other as often any more if they know of a good lawyer. Instead, they rely on online reviews to identify those lawyers who zealously represent their clients and avoid any lawyer who does not present well online and may be seen as less than attentive, whether that assessment is fair or not. Personal Recommendations Are Now Client Reviews

4 Tips to Create Compelling Content for Attorney Websites

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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 have specific needs and ignoring either can be detrimental to your marketing efforts. So what’s the secret to creating content that will catch the attention of your visitors and search engines? Create a compelling headline and use keywords The headline is the first thing both your visitors and the search engines will see. So it’s critically important to create a headline that gets the attention of both. When it comes to search engines, the key is short and direct. Choose a headline that is between six and nine words and includes relevant keywords. If you’re lucky, your reader will scroll through the first page or two of search results looking for the most relevant match (91% of readers won’t go beyond the first page). If

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 campaigns and we typically save our clients up to 50% of their FindLaw costs while delivering better results. It’s not rocket science. It’s innovative, hard-nosed, data driven, hands-on digital marketing at a fair price. Take the time now to plan your exit before your FindLaw renewal date. Let us know if you’d like to chat.

Why Attorneys Should Have A Live Chat Receptionist On Their Website

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One of the primary ways people research and select attorneys nowadays is through the Internet. The attorney’s “front door” is no longer the physical door to his law office, but rather the home page to his website. And as in other business interactions, the first impression made upon the customer is of vital importance. That being the case, it only makes sense that the marketing-savvy attorney needs an online “receptionist” to welcome any and all visitors who come through that virtual front door. And that is where Live Chat comes into the picture. The Benefits of Using A Live Chat Receptionist Live Chat has been proven to increase conversion rates and customer engagement. For instance, one study found that “live chat is the most preferred engagement channel today with over 92% being satisfied with it, as compared to other traditional channels like phone calls or email.” Why do prospective customers love the Live Chat option so much? Here are some reasons: Live Chat is often a quick way to find answers to simple questions. Many website visitors who want to get information and at the same time avoid the hassle of phoning or emailing your office will view Live Chat as a preferred alternative. A skilled Live Chat receptionist can personalize the potential client experience in a non-intrusive way. This personalized and responsive attention helps potential clients differentiate and favor your services over your competitors. For many users, Live Chat eliminates some of the communication difficulties in phone conversations by

How Attorneys May Unknowingly Put Their Reputation and Website Visitors at Risk

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So you succeeded in creating and launching your law firm website —it’s polished, professional, and providing your firm with that online presence we all understand these days is of such importance…and is growing more and more crucial. What many attorneys don’t understand, however, can be truly detrimental to their website and in the long run detrimental to their legal practice–not just financially but also to the attorney’s professional reputation. Think of the website you so carefully built as a home or perhaps more appropriately for attorneys, your office space. Your clients and welcomed visitors should feel safe as they browse helpful information from your site and learn more about you and your legal services. They expect a level of professional responsibility while visiting your website and surely a secure environment while communicating with you through your site. Undoubtedly there is a level of trust clients expect from their attorney and it’s not unreasonable to expect that trust to extend to the attorney’s website. Given this fact, would you ever consider just walking away and leaving the front door to your office wide open exposing important folders and files to anyone who wanders by? In effect that’s what happens if you don’t secure and maintain your website after it’s been constructed. Unfortunately, many attorneys do just this, unknowingly putting their potential clients and their own professional reputation at risk. What happens when attorneys don’t secure and maintain their website? The first thing that’s essential to understand is that no website is

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Legal Marketing Blog

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

Not Just Marketing, But Local Marketing

Boost Business With Client Reviews

Rethinking The “Free Consultation”

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

Are You Paying Too Much For FindLaw?

What Is Your Law Firm’s Plan Regarding Coronavirus?

How Attorneys Get Glowing Client Reviews on Google

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

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

Has Your FindLaw Marketing Gone Stale?

Why Attorneys Should Have A Live Chat Receptionist On Their Website

How Attorneys May Unknowingly Put Their Reputation and Website Visitors at Risk

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