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

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 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

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

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

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.

Register for our Web cast today to learn more about the following:

• 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

 

Marketing encompasses much more than just Web sites, but your law firm Web site should be the foundation for all other aspects of your marketing effort.

• Your Web site is working for you 24 hours a day.

• It can be updated regularly, allowing your firm to be responsive to breaking legal news and changing conditions.

• Unlike print advertising, you're not confined to a fraction of a page. You have almost unlimited potential to get your message and brand across in words and images.

• Unlike television or radio advertising, your message will be seen by exactly those folks who want to know more about you and what you do.

Are you taking advantage of the potential the Web offers you?

As a marketing copywriter for FindLaw, I've talked with hundreds of lawyers from all across the U.S. Many of them have the same questions-and feel the same uncertainty-about positioning themselves on the Web. In coming weeks, I'll be writing about ways you can approach the initial or ongoing development of your legal Web site, as well as ways to handle marketing challenges.

Your FindLaw sales rep is always the best source of information on local conditions and local competition, but ultimately, when it comes to the nitty gritty of positioning yourself on the Web, you are the final authority (even if you don't feel like one at the moment).

I hope the issues I'll be discussing in upcoming articles will help you develop your Web marketing savvy and spur you to think about what your goals should be.

Watch for these topics

• Avoid the Legalese, Please: Editing (or writing) your law firm Web site
• "I don't like to brag, but...." Don't let modesty prevent you from telling people what they want and need to know
• You Don't Say: Letting others say it for your with testimonials and representative cases
• "We Answer our Phones:" How to set your firm apart with real service statements
• Memorable or Mockable: How much personality is too much personality for a Web site?
• The Firm Overview Page: The heart of your law firm Web site
• I, We, And They: Which voice will be more effective for your law firm Web site?
• The Path to Greatness: Taking your visitors from curious to calling
• Enough or Too much: The art of being informational
• Enough or Too Much - Redux: Creating a Mix of Value-Added Pages
• Small Can Be Beautiful: A small Web site can get big results
• And On This Side of the Ring: Is it possible to reach conflicting audiences with one Web site?

A bit about your writer

I started my career on the Web in 1995 with a research Web site focused on practical media ethics. I cringe to think of all the opportunities I missed in those early days, but even then I knew that a Web site was only one part of an integrated marketing plan. In addition to hundreds of pages of content, I expanded my organization's Web presence through participation in online conversations to raise our visibility as an authoritative source of information.

Later, as a fundraising professional, I produced Web content, coordinated Web and print media, and conducted Web audits with a focus on usability and fundraising best practices.

I joined FindLaw as a marketing copywriter in 2005. I love the opportunity to talk to lawyers about their work. Not only is it fascinating, it's valuable. There are times in every person's life when they truly need a lawyer. By crafting a Web site that reflects the unique personality of each law firm I work with-a Web site that gets found by the search engines and read by prospective clients-I hope I'm helping people find the lawyer who is just right for them.

It could be you.

Leslie MacKenzie

 

The Path to Greatness

Taking Your Prospect from Curious to Calling

When people go to the Web to choose a lawyer, they are looking for information to help them make a decision. Different types of Web pages provide different kinds of information. Ultimately, those pages should work together to convince the client to e-mail or call.

Ideally, the first page your prospective client will come to should be a page with information about exactly the topic he or she was looking for, so they don't have to search all over your site and possibly leave in frustration. For example,

• A client facing a DUI charge in New Jersey should arrive at a New Jersey-specific DUI page.
• A client wondering if they have a personal injury case after a slip and fall in a government building should arrive at a premises liability or slip and fall page. Ideally, that page will also talk about the unique challenges of bringing a case against the government-and how you have handled them in the past.

Don't worry if they didn't arrive at your home page. I realize that sounds all wrong because most people think of their home page as the star of the show. But the truth is, your home page is really more of a comfort zone. It tells visitors they are in the right place and orients them to your site. They check out your home page to figure out where to go next.

So what else is there to see on your site?

Web content is made for traveling through... give your readers a map that leads somewhere and ultimately takes them to your contact form.

If you've got lots of potentially relevant content, they may click through to a few more practice-specific pages or perhaps look through that criminal defense FAQ. If you've intrigued them, they may check out your firm overview and attorney profiles.

There are a lot of different types of information you can provide. Most people will visit 3 or 4 pages before they finally arrive at the Contact Us form. Give them some good options. Think creatively about adding pages you generate yourself (watch for upcoming tips on adding informational pages). Encourage your readers to look, but don't wander too far off track.

In the end, your goal is to get them to that Contact Us page. And when they get there, don't distract them with other links. The only option you want your clients to have is the option to hit SEND.

Watch for more issues to consider when planning for your law firm Web site

• Enough or Too much: The art of being informational
• Enough or Too Much - Redux: Creating a Mix of Value-Added Pages
• Small Can Be Beautiful: A small Web site can get big results
• And On This Side of the Ring: Is it possible to reach conflicting audiences with one Web site?

Leslie MacKenzie

Information is power, but what's more powerful is how you use that information. The current information age is akin to the 19th century industrial revolution - as technologyevolves at an exponential pace, we must learn to quickly harness its power so that we may wield information like a sword. And what good is a sword if one can't wield it?

Knowledge of the law is also power, but even more powerful is the successful practice of law - in both the economic and practical sense. To harness this power you must let clients know that your services are available, and that you are experts in your field of practice.

By combining the powers of information, technology and marketing, a law firm can quickly achieve great success. This is where online advertising comes into play. The world is rapidly changing and as we embrace technology it becomes incorporated and ingrained into our daily lives. Rarely does anyone search the phone book for goods and services anymore. The internet has replaced it as a much more powerful and user friendly tool.

Online advertising comes in many forms and depending on the goal you set for your advertising dollars, the results can vary. At FindLaw we specialize in marketing solutions for law firms and measure success by "Conversion," which is the ratio of your advertising efforts to leads converted into clients.

A fairly recent development in the world of online advertising is the utilization of Rich Media . Rich Media is defined as the use of multimedia (video, audio, text, animation, still images) that allows for active participation by the recipient. A popular example of rich media used in online advertising is Flash Animation . Flash Animation brings a static (still) advertisement to life. Imagine a full color ad in the Sunday paper leaping out of the page, moving and blinking. This is how Flash Animation enhances online advertisements.

Another popular form of Rich Media is video. With video ads a law firm can reach out directly to their target clients and build a sense of trust, warmth and respect immediately. A lawyer's personality, professional image and expertise can be transferred through a video advertisement. Static ads and print ads (phone book) cannot do this effectively. Prospective clients often have to overcome the barrier of trust when choosing an attorney and video is the most effective method of hastening this connection.

In summary, a law firm must utilize all of the tools available to become successful. Embracing technology and the information age will only enhance the efforts put forth by the firm to grow and obtain new clients.

Brian Ledis