Law Firm Internet Marketing

Video on Google Local

Thursday, May 28, 2009 by FindLaw Marketing

Did you know that Google Local Business Center provides you with the ability to include videos on your Google Local profile? Many businesses have added video to their profiles - here’s an example of a law firm in North Carolina, Charles G. Monnett III & Associates, that recently added video to their their Google Local profile.

Why is Google Local an important component of your online marketing strategy? Google has been increasing the weight they place on Google Local by showing 10 local search results in their SERPs (Search Engine Result Page) for core search phrases. As a result, Google Local is growing in usage and popularity.

If you are interested in adding your videos to your Google Local profile, SearchEngineLand has a post that shares the steps necessary to accomplish this task. FindLaw customers of Video Visibility – Essential automatically have their videos uploaded to Google Local.

Google Local generates substantial traffic each year and is an important channel you can use to maximize your firm’s online exposure. Enhance your Google Local profile with video, and you’ll be sure to stand out from the crowd.

FindLaw Marketing

So, what colors do you like?

Thursday, May 14, 2009 by Award Winning Web Design

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Going beyond the obvious: How FindLaw designers set expectations with a stronger marketing focus and a definitive creative brief.
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By Collin Hummel
FindLaw Design Lead

In the past few months, FindLaw designers have been transitioning from a traditional set of client intake questions (elements like logos, photos, colors) to a Creative Brief intake process. Our designers go beyond the element questions and ask the client about the purpose of the site and how it relates to the clients’ goals. Any Web designer can add a logo or tweak colors, but a skilled design expert, like a FindLaw designer, will be able to better serve a client by addressing the overall goal of a site.

Yes, we still want to hear about the aforementioned element set (logos, colors, photos), but we are more concerned with getting on the same page as the client when it comes to a firm’s audience, competition, and ways of serving and representing clients. By having a more in-depth discussion with our clients, FindLaw’s designers are better able to “hit the mark” sooner, providing a site design that will better serve our clients as well as their potential clients.. While this process may take a couple of minutes longer than previous design ideation meetings, the result will be a stronger, more effective product.

A Creative Brief is defined as “A document that outlines the strategic direction for creative development, covering the specific task at hand, the communication objectives and strategy, and any elements that the executions must contain.” For FindLaw’s customers, this brief will serve as a document that, once approved, will be the basis for the design direction the designer will take when creating the overall look of the site.

On an Initial Call, a FindLaw designer will start the intake process by asking the client questions relating to the firm’s current marketing situation and how this site should serve the firm’s goals. While the designer will ask questions relating to branding, colors, and example sites, the main focus for the 15-minute discussion will be around the goal of the site, not simply the desired look and feel.

By getting to the heart of the site’s purpose, a FindLaw designer will be able to create a design that fits the firm’s needs and objectives. In years past, FindLaw’s designers spent the time they had on calls going over which sites a client likes or what logo they may or may not have. While this served us well to some extent, a Creative Brief will offer a higher level of service.

Here is a great example of a Creative Brief filled out on a recent Initial Call. (Some information has been changed for purposes of privacy.)

Main Reason for purchasing a Firmsite?
-    Currently site with Xxxxxx is not performing

Primary business goals of the site?
-    The site will establish Mr Yyyyy Branding as a highly sophisticated criminal defense lawyer utilizing his Chief Prosecutor background
-    Capture higher income clients without alienating medium and low income clients by focusing on Mr Yyyyy’s experience
-    Appeal to Syracuse and central and upstate NY clients.

Strengths
-    Chief Prosecutor background
-    Focuses specifically on Criminal law
-    Particular marketing angle has been untapped in this market

Audience
-    Varied backgrounds, but appealing to higher income earners (DWI, Violent Crimes, White Collar Crimes)
-    Syracuse, Central New York

Also:
No Current Marketing initiatives
Branding site as: Yyyyyy Y. Yyyyyyy, Syracuse Criminal Lawyer

Overall Focus:
The site will use effective marketing language, utilizing Flash Animation with Attorney-centric imagery to convey the sense of expertise that will increase conversion for the appropriate audience. Using high-end, favoring traditional, design elements in a clean, modern layout.

1 Comments »

How Your Account Manager can make Content Improvements/Recommendations based on Your Traffic Reports

Friday, May 1, 2009 by 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)

Online Video: A Multi-Faceted Marketing Strategy

Friday, March 27, 2009 by FindLaw Marketing

Today’s world of online marketing requires a level of differentiation and personalization. It is important to select methods of online marketing that add value to your Web site and in search results. Online video provides opportunity to capture both.

Video thumbnails are one of many benefits of online video. It is human nature to gravitate toward visual images rather than text. This reaction increases the effectiveness of the video icon in search engines.

Online video is also a great way to compliment information on your Web site and engage potential customers. Trends show that video continues to grow as a main form of information gathering for consumers. Unlike TV commercials, online video provides access to your personalized message at any time of day.

When developing your online marketing strategy, it is important to consider the benefits of online video.

JM

Numbers Rule

Monday, March 23, 2009 by FindLaw Marketing

Metrics are essential in determining the success of any online marketing strategy. Due to the large variety of data available, deciding on what metrics to measure can be challenging, especially for people who are not data-savvy. One way to view metrics is to look at them as answers to key questions, such as:

Who visited my Web site?

From where did they come from?

Which pages did they view?

What did they buy or sign-up for?

Answers to these types of questions can help measure and evaluate current marketing tactics, as well as help to shape and focus future marketing efforts.

CK

Diversify or Die

Tuesday, February 24, 2009 by FindLaw Product Development

In these challenging economic times one mantra rings true and has proven itself over and over, Diversify or Die. Now is the time to hedge your bets and diversify your business strategy portfolio in order to survive for the years to come. Many businesses and industries have done this through tough times and have come out ahead because of it.

A prime example is the American technology industry which has seen plenty of ups and downs over the past 20-30 years and is no stranger to adversity.

In the 70’s it was silicon chips that powered new and emerging technology. Business was great until this went by the wayside during the 80’s when Japan handed us our lunch so to speak with technological dominance. Did Silicon Valley fold and run away with its tail between its legs? No, we diversified and forged ahead with the PC revolution fueled by Apple and Microsoft.

In the late 90’s and into the year 2000 the .com bubble burst. Our technology sector was once more faced with being wiped off the map when we diversified yet again and came back even stronger with the Internet 2.0 revolution. Silicon Valley had now become Internet Valley and business was booming led by companies such as Google and Yahoo!.

Flash forward to the present day economic crisis and we can already see examples of new and emerging technology that will fuel the survival of the industry. Take personal devices for example i.e. cell phones, PDA’s, etc. More specifically, the iPhone by Apple. The iPhone has completely revolutionized the personal device industry and leads the way for our technology sector to diversify itself yet again and thrive in these tough economic times.

Case in point, start building your survival kit now. If you don’t have a website, get one ASAP. This is the most sound investment you can make in technology diversification. Your website acts as a permanent and easily accessible advertisement and source of information about your practice as well as a platform for all of your online marketing activities. You can leverage your website with online ads, video, and other lead generation tactics.

Find out what your peers are up to. Check out online legal blogs. These are great sources of free information about what’s working, what’s new and what your colleagues and competition are doing to drive success.

So the moral to this story is two fold: 1) You must diversify to succeed in tough economic times. 2) Technology has proven to be a prime example of how to continue to grow and thrive when faced with repeated economic challenges.

Now pay attention, this next part is really important…..

If it were my business dollars, I would combine points # 1 & 2 from the paragraph above to create a super survival strategy. In other words, use online technology to diversify your practice. By diversifying your marketing activities, lead generation techniques, business management strategies, and online presence you can be assured that you are taking the correct steps toward the type of business diversity that will afford survival for the months and years to come.

Brian Ledis

Improve your Web site on search engines

Monday, February 9, 2009 by LawFirm AdvertisingConsultant

No marketing channel can touch the power of the Internet. And no channel is as crowded with competitors or can be as intimidating to clients. That is why addressing the issue of visibility — how your Web site is linked to other legal Web sites, how easy is it for clients to find you, and how your firm can improve those connections — should be a critical component of your online client development strategy.

One smart strategy to consider is making changes to your Web site, and to your overall online presence, that boost your rankings with powerful search engines like Google,Yahoo and MSN. It is called Search Engine Optimization. The goal is to make your Web site more visible and relevant to both search engines and the people who use them to find legal representation. By taking a few basic steps to raise your Web site’s visibility on the search engines, your firm will have an excellent opportunity to generate more quality leads and increase the return on your Web investment.

The challenge, of course, is standing out from the crowd. Research shows that most people look at just the first page or two of a search result. So how do search engines compile those lists? Why does Firm A rank highly in a given result, while Firm B struggles in at No. 273? It starts with “spiders,” software programs that the search engines send out to visit Web pages, collect information, and then use that information to build a searchable index. When a potential client queries, e.g., “Milwaukee Employment Lawyer,” the search engine sorts through its vast index for the most relevant, authoritative information related to the request. Search engines frequently adjust the formulas they use to rank Web sites, making their rankings more precise and impeding spam.

Leave the technical fine-tuning to experts who focus on Search Engine Marketing and don’t have a law firm to run. Focus on strategies that will improve search engine results. These strategies include:

Ensuring your Web site’s content is fresh and easily consumed by the spiders.
Choosing words and phrases that target your prospects.
Increasing the number of relevant inbound links from other legal related Web sites that drive clients to your firm’s Web site.

CONTENT
A rule of thumb: What attracts and holds the attention of site visitors will also improve search engine rankings. A search engine’s spider looks for fresh information to index. A straightforward, easy to browse design can make a significant difference in your site’s search engine ranking. The same slow-loading, overdone graphics and multimedia bells-and-whistles that drive Web users up the wall can also decrease the likelihood of your Web site’s pages being highly placed in a search engine results page.

One of the most important factors in search-engine-optimizing your Web site is to intelligently use keywords that promote your marketing objectives that identify your geographic location and practice areas, and match the words that clients use when they conduct a search.

To use keywords effectively on your site, remember to:

Put yourself in your client’s shoes. Potential clients will not necessarily use legal terms of art when conducting a search. Incorporate layman’s terms for your key practice areas. Include “lawyer” and “attorney” and “law firm.” Cover your geographic area in all its permutations: city, state, even neighborhood if you’re in a big city.
Keep it readable. Keyword stuffing — repeating key words and phrases over and over — makes for a poor user experience and could get your site flagged by the search engines. Your goal is keyword-rich language that is also natural and readable.
Own a niche. While the typical search generates thousands (or even millions) of results, most users click the first few links. So it’s key to target your specific market niche and location. You are better off, in other words, scoring high in a unique search than chasing the most competitive, generic keywords like “divorce lawyer” or “criminal defense attorney.”

Keywords need to be incorporated into the behind-the-scenes programming of your site. Properly written title tags, meta descriptions and alt tags are a few of the key elements that can help keep you at the top of search engine rankings.

Content is king; therefore, if you work with a Web site provider, it is critical that they know the legal industry and how to write for it, and understand how search engines evaluate and rank Web sites.

INBOUND LINKS
Another factor influencing searchengine rankings are the inbound links to your Web address from other Web sites. With inbound links, quality is much more important than quantity. Relevant links from other law firms, legal information Web sites and bar associations, etc., influence your Web site’s results in the search engines. It is similar to a frequently cited legal case. A case is more important when other rulings reference it, particularly when they are directly on topic. In the same way, when authoritative Web sites link to your site, it raises your site’s credibility. However, inbound links should be considered for the traffic they will generate and never for any potential search engine result lift they might provide.

ONGOING PROCESS
Search engine optimization is a straightforward, common-sense process, but it’s important to keep at it — to analyze your site’s traffic and conversion rate, change and adjust your site’s content as your goals and the legal issues facing your clients change. Publish new content on your site when necessary. If you outsource your online marketing, look for a provider who can assist you for the long-term — from traffic analysis, content writing and design, to the nuts-and-bolts of site management, it is important to partner with an experienced company that fully understands strategic Internet marketing for law firms. Search Engine Optimization is a critical component in utilizing the Internet to its fullest potential. By optimizing your firm’s Web presence you will be able to focus more on quality client matters and strengthen existing client relationships.

JOHN LAMBERTO is an Internet marketing consultant with Thomson FindLaw, a division of Thomson West. Lamberto can be reached at 414-467-4965 or via email at John.Lamberto@thomson.com.

JOHN LAMBERTO
FINDLAW

The Benefits of Online Call Tracking

Monday, November 17, 2008 by FindLaw Marketing

Have you ever wondered how effective your online marketing program is? Do you want to know the demographic mix of the callers who have contacted you? Do you wish you had instant capture and storage of important client information, even when you are out of the office? These are just a few questions online call tracking can answer for you.

Call Tracking has become an increasingly valuable tool for any Internet Marketing strategy. Call Tracking can save you time by capturing important caller information such as name, location and phone number instantly, even if the caller does not leave a message. The information can be easily accessed online anytime and having this information at your fingertips will allow you to maximize every lead and measure the effectiveness of your online marketing efforts.

In addition, the capture and storage of caller data allows for prospect and conversion analytics. FindLaw’s call tracking offering, Activity Tracker, provides you with the tools to study call traffic patterns, identify lost opportunities and further develop your Internet Marketing strategy.

All Clicks Are Not Equal

Friday, July 25, 2008 by FindLaw Marketing

Most law firms interested in driving business from the web are appropriately focused on getting more traffic to their Web site. And why not? Using the web as a starting point to search for and find an attorney to hire is becoming more and more frequent. The beauty of online marketing is that the product performance (search, directory or display ad, email campaign or video) is visible to the advertiser in the form of marketing analytics and reporting which makes figuring out the marketing return on investment (ROI) easier than ever. Here at FindLaw our tracking and reporting of online clicks shows one important distinction: all clicks are not equal.

Progressive marketers know that clicks from relevant websites, those that are niche focused or are highly differentiated with content-rich user experiences, produce, per click, many more conversions. As users research topics and create pathways to specific content they reveal a lot about themselves, their preferences and most importantly their intent. Understanding the users “online behavior” helps you to figure out the difference between passive browsing behavior and deliberate activity. My colleague Brian Ledis describes the idea of using granularity, sorting out the good prospects from the bad in a sea of traffic, in a previous post on this blog. In effect, sourcing traffic from highly differentiated destination sites does the sorting: visitors to these types of sites are more likely to purchase goods and services than those on general portals, where many visitors have only a passive interest in the goods and services they are exposed to.

For instance, take the search term “immigration law”. Who might be making that search and what’s their intent? It could be an immigration lawyer looking for a resource. It could be a college student looking for research material. Or a blogger looking for political fodder. Or a law student writing a paper. Or someone looking for an immigration lawyer. Which click would your firm want? Which click would you pay for?

Now, compare that click with one from a user who is on a vertically focused destination site specializing in helping non-experts navigate the law. That user might research “Immigration Law Overview”, proceed to Immigration Law FAQ and then jump to Role of an Immigration Attorney and proceed to a directory of immigration lawyers. The intent of the user is expressed through their “online behavior” and a lot of it is available in the tracking and reporting metrics. Research by FindLaw shows that a click to a law firm Web site from a relevant site, such as findlaw.com, by a user who has been down the legal research path is much more likely to turn into a client than a user who clicks from a less targeted site such as a general search engine.

That’s not to say traffic isn’t important. Traffic, multiplied by conversion rate gives us a “net converted” metric, which then can be evaluated in an ROI calculation. It’s at this level of analysis that marketers can truly evaluate the effectiveness of the online marketing efforts in producing what really matters: converted contacts that can be turned into clients.

Charlie Vanek

Managing Your Account With a First And Last Name

Wednesday, July 23, 2008 by Account Management

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.

Analytics and Internet Marketing

Thursday, July 10, 2008 by FindLaw Marketing

Analytics are a powerful business tool. Organizations use analytics to measure value and help make better business decisions. There’s a variety of operating and performance metrics businesses can analyze.

For example, one valuable metric used in Internet Marketing is conversion. Conversion, or conversion rate, refers to the number (or percentage) of Web site visitors that are converted into paying customers. The conversion rate can be maximized by attracting more qualified visitors to the Web site. This can be done by using a successful Internet Marketing strategy, such as Findlaw provides to attorneys.

Conversion tracking can also be used to measure the return on your Internet Marketing investment, by assigning value to each converted prospect. To get the most value, you need to attract the most qualified customers. Targeted Internet Marketing will drive both conversion and value.

Christine Kane

FindLaw Seminars: Internet Marketing for Attorneys

Friday, June 27, 2008 by FindLaw Marketing

The Internet is no doubt a powerful marketing tool for attorneys. Internet marketing done correctly will attract more clients and better qualified clients to a firm. However, many attorneys struggle to find reliable, expert advice on how to successfully market their practice online.

FindLaw seminars offer attorney’s the chance to learn Internet marketing strategy best practices from industry experts in a practical and easy to follow format. These educational seminars provide attorneys insight on the latest trends that a firm can leverage to attract prospects and convert them to paying clients. Topics also covered by these seminars include how to develop effective Web sites, improve search-engine rankings, market ethically online and measure return on investment.

Almost 100 of these seminars are presented by FindLaw each year throughout the U.S. in partnership with various bar association and educational providers. In many cases these seminars are offered for CLE credit. For a a schedule of upcoming events, to learn more about the seminar program or to suggest a partner you’d like us to work with please contact me.

Christine Otto

Video Is Extremely Relevant To Law Firms

Thursday, June 26, 2008 by FindLaw Marketing

On May 29th, FindLaw hosted two web casts on video under the title "Video: the Next High-Impact Marketing Tool for Attorneys." Our guest speakers included Laura Hamad, FindLaw Video Field Producer, and Don Sowers, Partner with Takakjian, Sowers & Sitkoff LLP in Los Angeles. Don is very active in the online legal field, and it's always exciting to hear his insights into the world of internet marketing. His comments below share in detail why video has become an important component of his online marketing plan. He specifically covers why video is a natural fit for law firms, how his potential clients have been influenced by their video, and how it has boosted his ROI.

Video Is Extremely Relevant To Law Firms

“When I do the initial interview with a prospective client, I’ll often ask them: ‘Where did you learn about our firm? What was it that stood out for you?’ More and more people are saying ‘Your video. Your video is something that really stood out to us.’ Video is a natural marketing tool for law firms because the practice of law is really about communication and advocacy on behalf of a client. A prospective client is more likely to call your firm if they have heard and seen you speak.”

Video Creates Contact Opportunities

“With video, the prospective clients are able to size up the firm, size up the lawyer and decide if this is someone they really want to speak to, which leads them to develop a level of trust to make them pick up the phone.”

Video Conveys Your Personal Image

“Online video presence has become the word of mouth of yesteryear, a substitute for a referral from a friend or a neighbor. You are really communicating your own personal image, presence and character, just like a referral would be, but going out to a huge audience and making an opportunity to really get out there in front of your prospective clients.”

FindLaw Offers Unique Video Expertise

“I was contacted by a number of companies that do video in L.A. (we have dozens) but I was not contacted by any that had worked with attorneys. Video has the same rules as print. FindLaw can protect you because they are sensitive to these [legal] issues. You want to make sure you are dealing with a company that is used to dealing with attorneys. That’s quite frankly one of the things that has put me at ease when dealing with FindLaw for so many years.”

Video ROI Is Much Stronger Than Yellow Pages

“A number of years ago we’d spend 1 dollar [on Yellow Pages] and we’d probably get a 4 to 5 dollar return on that. And then, over the course of the last several years, Yellow Pages, with the advent of internet advertising, has taken a back seat. And now, if we spend 1 dollar, we probably only get a $1.25 return. So, the return on investment that you hear about, is just not there like it used to be. Well, we have obviously moved our dollars into internet marketing and the Web site, and for that, we have been seeing 3 to 4 dollars for every 1 dollar.

Now here is the good news: for the last couple of months that we had video up, we have seen a 6 or 7 times return, per month, on what we are spending for the cost of the video versus the amount that is coming in. Online video is certainly the vanguard here and it is something that the dollars are backing it up, for what you spend and what you getting in return as well.”

You are able to view the archive of the event by clicking here.
A.Purrington

Internet Marketing to Grow Your Business

Monday, June 23, 2008 by FindLaw Marketing

Today’s business owner is generally well aware of the importance of being found on the Internet to generate new leads. Even so, many folks still think that as long as they have enough clients and prospects today, they’ll continue to be able to sustain their future business growth based on referrals from today’s clientele. If that happens, great, but more likely is the case that you’d be missing a large QUANTITY of future business if you’re not easily found on the Internet.

Maybe even more important is the fact that you might also be sacrificing the QUALITY of potential clients and prospects if you are not using the Internet to bring in business. Just because your shop is running at max capacity doesn’t mean you are getting the highest returns from your invested resources!

The only way to establish an Internet presence that ensures both the QUANTITY and QUALITY of existing and future leads is to use a reputable company with extensive experience in the right areas.

With years of professional experience in the legal vertical, FindLaw services and solutions provide you the strong Internet legal presence you need to establish a foundation of quality contacts, both now and in the future.

Video: The Next High-Impact Marketing Tool for Attorneys

Tuesday, May 20, 2008 by FindLaw Marketing

In the crowded online marketplace for legal services, where Web sites struggle to attract attention, video is a terrific tool for communicating your unique message in a format consumers enjoy. A well crafted online video can help you connect with more prospects, and promote your firm in a way that's both personal and highly professional.

Consumers research an average of 4.8 Web sites before choosing an attorney, but when video is added that number decreases to 1.8 because consumers feel more comfortable and are more apt to retain an attorney who they feel they know. The bottom line is- video generates Web site hits and telephone calls, and it's an engaging, customer-friendly format.

Why Video?
The next high-impact marketing tool for attorneys
Attracting qualified leads
Video search engine optimization & distribution
Delivering Results
Video that converts prospects and serves clients
Getting your money's worth
Evaluating return on investment
Ethical Considerations
Register for this Web cast. We have two highly qualified speakers prepared to provide insight into why video is the next high-impact marketing tool for attorneys, as well as to answer any questions you may have:

Don Sowers
Takakjian, Sowers & Sitkoff LLP
www.formerdistrictattorneys.com

Don Sowers has been a FindLaw customer for over eight years. He is the managing partner of Takakjian, Sowers & Sitkoff LLP, a Criminal Defense firm with offices throughout Southern California. Previously, he served as a Los Angeles County Deputy District Attorney and as Chairman of the Los Angeles County Bar Association's Criminal Justice Section. Don was an early adopter on the Internet, posting the first of his seven sites on the web back in 1999. He has been a presenter on Internet marketing panels and he participated in the Beta version of FindLaw's Internet video production.

Laura Hamad
FindLaw Video Project Manager
www.LawyerMarketing.com

Laura Hamad graduated summa cum laude from Minnesota State University Moorhead with a degree in Mass Communications. She worked in communications at the state teacher's union before joining the Project Management team at FindLaw in August of 2006. Laura has been working with FindLaw video products since the first video beta began in August of 2007.

As a Video Project Manager, Laura helps her clients identify and create the story for each of their videos. She then directs the video shoot, ensuring that the client's vision gets captured during the day.

Thursday, May 29, 2008
11:00-12:00pm CST

Thursday, May 29, 2008
3:00-4:00pm CST

Online Video

Monday, May 19, 2008 by FindLaw Product Development

When a consumer needs to hire an attorney, the reason typically involves a stressful situation that can often turn the experience into an intimidating and frightening one. Once that potential client has contacted you, building a rapport may be easy for you, but the consumer may not be committed to taking the leap to hire you. In the Internet Age, people are likely to do research online before making that initial contact. Placing an online video on your Web site offers you the opportunity to create an initial human connection before the potential client even picks up the phone. In fact, it likely will be the deciding factor in getting them to contact you. Your Web site showcases your qualifications, but a video allows you to showcase your warmth and humanity in a way that traditional media cannot.

If you create a professional video that provides the critical "who you are and how you can help" message, you have the ability to reach many potential customers quickly with no on-going effort. Your video will provide an opportunity to make potential customers feel less threatened by their legal issues, which means they may be more inclined to contact and hire you. And the video will contribute to increased traffic and conversions on an ongoing basis as well.

Online video has become a logical marketing investment as internet users are not unfamiliar with watching video online. 75% of internet users are now watch online video. And not only are they watching with more frequency, but the average online video viewer actually watches an average 3.25 hours of video each month. That's up 66% over last year.

We see that many of FindLaw's customers are adding video to their Web sites. One customer, who recently added one of our custom profile products, stated that they not only receive more contacts from their site visitors, but they are converting more of those contacts into actual clients, thanks in large part to the use of online video.

Stephen Kmetz