FindLaw Account Management

FindLaw clients and their Account Managers have access to the web site Hitbox Traffic Reports.  These reports contain valuable information that can be used to your advantage.

Your Account Manager can assist you with adding relevant content to your web site, based on these reports.  This content will aid in attracting more potential clients.

For instance, we can analyze the “referrers” data under the sub category “search keywords.”  This will illustrate the actual word phrases that were typed in to reach your web site. 

Occasionally, a web site shows up in searches with words typed in that you would not expect.  Let’s say we see the word “hazing” being used in several word searches to your web site.  This may come as a surprise to see this particular word.  One may be assuming only the typical words such as assault or battery or criminal defense are entered.  By being aware that the word “hazing” appears in actual searches, to your site, it may be a good idea to add some content covering the topic.  Also, this may not be a very popular topic on very many legal web sites.  Therefore, your chances of appearing high in the search engines will be increased.

On the other hand, we may analyze the search keywords and we may notice particular search keywords are not showing up that you would assume are being used.  A situation may be that you deal with embezzlement and expect to see this search keyword used often, but it is not showing in the keyword data. You may then want to expand the embezzlement content.  Potential clients may be directed to web sites with more extensive embezzlement content than your site.

We can even analyze what countries your web traffic is originating.  Let’s say you deal with immigration and we notice a routine country of origin is Poland.  Through this analysis, it may make sense to add some Polish content.  Likewise, if you practice criminal law and notice a routine country of origin, to your site, is Columbia.  We may recommend adding Spanish content.

The bottom line is there is a range of web traffic data that can make you aware of what is actually behind the traffic.  We can use this data in recommending additional useful content.  Therefore, the likelihood of success with your internet marketing will be increased.

Kevin Kampmeier, Account Manager (Chicagoland)

Congratulations!  Your new web site is live on the web…now what?  Having a new web site released is an exciting moment that should not go unnoticed.  Now is the time to put your marketing strategies to work, and start thinking about creating positive “buzz” around your site, and more importantly drawing traffic to it. 

Why do I need to do anything to market my web site?  Shouldn’t search engines just find it?
 
Considering that search engines may take several months to index your web site – the actual time taken will vary for every site – implementing a promotional marketing strategy now may lead you to quickly obtain solid leads and possible cases. 

“Have you seen my new site?”

One simple way to promote your new site is to share your exciting news via an email and/or firm newsletter.  The body of the email or newsletter should include your web site link and encourage people to visit.  A short email stating, “Come visit my new web site at www….,” would do the trick. 
If you can include a thumbnail or graphic image of your site, even better as people tend to be drawn to visual elements.

As the saying goes, “It’s not what you know, but who you know.”

Consider sending the email or newsletter to everyone at your firm, current and former clients, colleagues, friends, family, and others with whom you have contact.  These individuals are most likely to contact you directly or refer others to you for legal services. 

Other ways to promote your web site include adding your address to your email signature, business cards and letterhead, brochures and other firm materials.  You never know whose hands they will end up in. Don’t forget to mention your new web site address in your office’s voicemail message, especially for those calling after hours.

There are inbound linking benefits tied to promoting your site!

Using social networking and press release web sites as a promotional tool also provides good inbound link opportunities, which can help your web site traffic.  Having your web site link listed on relevant, quality and reputable sites is recommended. For more information read the article, “Good times with inbound links,” http://googlewebmastercentral.blogspot.com/2008/10/good-times-with-inbound-links.html.

So, choose to update your online status or profile and promote your new website on social networks like Facebook, MySpace, LinkedIn, Twitter, etc. 

Also, think about creating an online press release to share news about your new site.  A couple of sites that offer free press release services include www.1888pressrelease.com and www.pr.com/press-releases.

Now that your site is live on the web, promote it, and let the “buzzing” begin!

E. Murphy

Three questions for you: what is your business strategy for your practice, and / or for your firm?  Next, what is your marketing strategy for your practice, and / or for your firm?  Finally, what is your online legal marketing strategy for your practice, and / or for your firm?

If a friend or family member asked you these questions simply out of curiosity, would you be able to answer them confidently, with clear objectives?  These three questions have distinctions between them that are greater than just the adjectives emphasized above.  To attract the audience that you are looking for – to generate the kind of business that you are looking for – you have hopefully pondered and genuinely answered these questions.

Marketing yourself seems futile to some, but it is one of the most effective tools contributing to their success.  Marketing your name is vital to develop your brand, outside of a word-of-mouth referral system.  It can greatly enhance your reputation amongst peers and potential clients alike.

Do you want to have content detailing one specific area of your practice, like personal injury or immigration… or do you want to focus on a specific section of a specific area of practice, such as details within medical malpractice, or the various forms of visas available?  Do you want to be seen as innovative at this time with online video, where you can reach out to people with legal needs more personally? Do you want to increase the search engine optimization for your site, thereby increasing the visibility and exposure of your brand on the Internet?  What fundamental items would prove useful towards those people looking for someone to help them with their legal issue?  A sponsored result on a search?  A website that promotes you?

Are you the individual or group to best assist them?  How can you most effectively prove that to them?  How much are you willing to invest, professionally… financially… personally… mentally… to this endeavor, to this adventure?  How much would any associates or partners be willing to contribute?  

Your strategies are just that – they’re yours.  FindLaw can be utilized as a guide, as a consultant once we’re able to identify, understand, and implement actions steps towards achieving your goals.  But we still require your participation, your help.  Ultimately we collaborate with you in which direction to move ahead in.  And the collaboration is never-ending.  Yesterday’s direction may very well not be tomorrow’s, or even today’s.

Can FindLaw help you shape, realize, and evolve your online legal marketing strategy?
We’re curious.

Sumner Musolf

You have built a good website, it is well optimized for your area of business and you are less than happy with your results. One of the common misconceptions many businesses have is that once their site it up that is good enough. So what do you need to do?

You need rock solid content—and lots of it. The best way to do that is to add new content to your site on a regular basis.

Content is King

“Content is king”, is hardly a new concept, but is crucial to your success. For you to show up for meaningful searches AND to convert site visitors into clients you have to have content that is relevant. And the best way to make sure that you have enough content is to add more on a regular basis.

Your best chance at attracting clients is to be seen as a relevant site in your area of expertise. If you want to reach the financial novice, you need to have lots of content that appeals to that person. Take a look at www.fool.com for a great example of a company that has all kinds of content for many different levels of investors.

Use natural language if you are a professional. Nothing will turn a customer off faster than using your jargon with a client. You may be surprised to hear this, but your client does not care. They are looking to hire a professional, not read a business case or a legal brief, so keep it simple.

I have a day job!

So you get the concept of adding more content, but you don’t have the time. I understand not everyone can afford to take the time to write additional content themselves. What are your options? First, you can buckle down and spend your time writing about what you know best. That will work, but may cost you your friends and family. It’s also not the best option because you will likely never get around to it. You can try giving it to your nephew for something to do and let him write your content. The problem with that is obvious; you will get what you pay for, if he ever does it.

Your best bet

The best option is to go with a professional. Go with someone who knows what you do and can write in a way that will help attract visitors and turn them into clients. Professionals will be able to help you keep your site up to date and make sure that you keep feeding those search engines.

Craig Olson

Consumers often have products that include confusing instructions regarding assembly, and/or how to avoid risk or injury.  One of the most important pieces from any purchase is an avenue to contact someone when there are questions.  Missing parts or pieces?  It won’t turn on, off, left, or right as it says it would?  Call this number, and ask someone about it.

But this “someone” typically ends up being a faceless, generic person who has a first name but no idea who their client is or what they may actually need.  John Q. Consumer, meanwhile, spends much more time having to explain more than they should rather than identifying the key issue at-hand and resolving it in a timely fashion.

Lawyers are consumers too, and marketing on the Internet can be just as puzzling as any other product.  FindLaw prides itself in offering to you a face, and a last name, and a sense of familiarity with you once your relationship with us has been initiated.  After we assemble your products – your website developed, your spot on our award-winning FindLaw portal secured – you are given a dedicated Account Manager including:

• their full name – first and last
• their direct telephone number
• their direct e-mail address

They serve as your all-around connection from that point forward.  Along with your client development consultant, they are your single-handed, multi-talented, jack of all trades. But if you have an inquiry about your FindLaw experience, you will know who you can talk to.  Personally.  We are masterful at attending to your needs.

Do you have questions?  If we can’t answer it ourselves, we will know where to go, and who to go to in order to get a solution for you.  We will stay in direct contact with you – via telephone, via e-mail – throughout any particular issue to ensure that you get your answers.  We can help you with:

• edits to your site once it’s published, live for potential clients to review
• any billing questions and inquiries from what you are charged
• ongoing  services, such as adding and updating your site (at no additional cost)
• consulting with you not only on traffic to your site, but also your online marketing objectives
• updating your directory products on www.findlaw.com to make sure that they are ideal for drawing clients to you
• any changes to your practice or your firm

This is just the beginning of what Account Managers can and will do for you.  We are the specific person you will want to call, and we are trained to get you what you need.  As quickly as possible.

My name is Sumner Musolf, and I am an Account Manager with FindLaw. I look forward to working with you.
 
Take care.

Yes, you read that correctly, for FREE! Well, this is only partially true.  I assume that you have put a great deal of effort and resources to build a great website as the core of your marketing campaign. 

Now, thanks to the folks at Google, Yahoo! And MSN you can have a free local listing in their directories. All of them are really easy to set up and they provide some great benefits to your online visibility.

Mobile Visibility

Consider, for example, MSN’s business listing, which is used to power up searches on all Windows-Mobile-based-smartphones as well its MSN.com and Live.com sites.  Windows Mobile gives you the opportunity to reach about 25% of the domestic smartphone consumers at no cost to you.

Recent studies have shown that the number of people searching on their smartphone devices (Blackberry, Treo, iPhone, Pocket PC, etc.) has increased significantly in the last year.  Paul Burani examines the connection between the rise in mobile and local searching and concludes that this is only the beginning.  As the prices of smartphones continue to drop, while they get better and better, and as the mobile phone companies include more services in their packages, internet browsing becomes more and more prevalent. According to the Pew Internet & American Life Project, mobile data penetration is far higher amongst the African-American and (English-speaking) Hispanic populations than it is amongst the white population, which opens up numerous possibilities for reaching out to new customers.

Local Flexibility

There is no doubt in anyone’s mind that Google Maps, and their Local Business Center,  revolutionized the area of the local searching.  For years people had relied on the Yellow Pages or similar directories to deliver search results.  However, the combination of at-your-fingertips-results with customer ratings and map and directions has literally brought people to many small and medium business’ doorsteps.

Once you get past the creepy feeling that people can actually see a still photo of your office and the street in front of it, the Google Local Business Center is very flexible and easy to customize.  These days one can even add a video from YouTube.com.

Links, Links, Links

One of the biggest benefits to local internet listings is the links they provide back to your website.  While content is still king in the land of search engine optimization, having various inbound links from local directories can only help your site’s visibility and may increase traffic altogether. Unlike the more traditional paper directories, the internet local listings allow you the flexibility to target specific pages and change the link from time to time as needed.

It turns out that in the virtual world, just like in the real one, some of the best things really are free!

Slavey Tolev