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Pew/Internet reported early August that the percentage of internet users who use search engines on a typical day has been steadily rising from about one-third of all users in 2002, to a new high of just under one-half (49%). With this increase, the number of those using a search engine on a typical day is pulling ever closer to the 60% of internet users who use email on a typical day.

The report provides data supporting the fact that those who are using search engines on an average day are more likely to be socially upscale, with at least some college education and incomes over $50,000 per year.

Accordingly, search engine marketing continues to increase in importance for law firms. FindLaw's white paper "Search Engine Marketing (SEM) for Law Firms" covers that an effective SEM strategy can be a key competitive advantage for law firms that want to generate more visibility, more qualified traffic and, ultimately, more new clients in the online legal marketplace.

Using appropriate keywords and keyword phrases are a key success factor. Effective keyword selection starts with thinking through what makes your law firm unique, in terms of its client base, competitors and practice goals, and working with your SEM expert to build a diverse set of keywords and keyword phrases around those qualities.

 

A good rule of thumb is that you’re usually better off competing for and winning a higher number of unique, small-volume word combinations (“I need to hire a lawyer because I was arrested for DUI in Pittsburgh”) than going after just a few high-volume, and highly competitive, searches (such as “DUI lawyer”).

 

Why is that the case?

• Because 40% of Internet searches are unique searches; they’ve never been done before.
• Because very specific queries usually come from highly motivated prospects.
• Because while being #1 in the search engines for a more common search is great, it’s all about converting new clients — and going about it in a strategic (and realistic) way.

The more specific the search, the more likely it is that a person who clicks-through from that search will be a better prospective client for you. If a law firm specializes in dog bite law in Arlington, Texas, a person who finds the law firm through the search query “Arlington TX dog bite law” is likely to be a far more qualified lead than someone who found the law firm through the query “personal injury law.”

 

You can’t anticipate every one-of-a-kind search, and your Web site would be unreadable if you tried. But a firm can improve its odds of generating traffic from specific, one-off queries (known as “Long Tail” searches). The key: maintaining a well-written, content-rich site filled with a broad range of relevant keywords.

 

By taking that approach, you’ll be more competitive for both Long Tail searches and more popular search terms as well. An SEM expert who understands how legal prospects think and the search terms they use can help you cast a wide net and bring a greater number of well-qualified prospects to your Web site

Edwin Van Riessen

I thought of this on my way to work this morning, when I got to a stop light and saw a small sign that said “Squeegee Squad” and had a web url that I could not read. And my first thought? What do you squeegee? Why do I need your services?

Now think, a potential client lands on your website, and asks: “What do you do?”

“Well, since my company name ends with ‘Attorney at Law…,’ isn’t it pretty obvious?”
Not so much…
With tens of thousands of law firms out there, (seriously, go do a search for law firm, I got millions of  results) you need to separate yourself.

This is why you need a ‘positioning statement’ on your site. Some attorneys do a great job of this. “California Criminal Defense Attorneys” has a strong, short description on their home page, with the flash in the banner further highlighting the firm’s strengths. This personal injury firm created a tag line that separates themselves from their competition, “Not All Attorneys Can Rise Above the Pack.”

These positioning statements help visitors make the decision to stay on your site, and contact you to determine if you are the one who can handle their issue.

Nick McLawhorn

Today’s audience for online video is 300 million people worldwide. With this number expected to increase to 1 billion by the year 2012, is there a better way to reach your customer-base?

FindLaw’s newest online video product, Studio-Shot 1, is an efficient yet professional method for entering this rapidly growing segment. Studio-Shot 1 is a one-minute video clip filmed at a pre-determined location and allows attorneys the opportunity to engage visitors on their Web site.

Ultimately, a more engaged visitor increases their likelihood of contacting the firm. In fact, a FindLaw study shows that 58% of consumers indicate that video increases their likelihood to contact the firm.

Recently, I was able to experience a Studio-Shot 1 video shoot in Chicago and was extremely impressed. On-site was a FindLaw Video Field Producer along with a fully equipped videographer and sound/lighting technician. The customer, Valerie Leopold of Leopold & Associates, arrived at the shoot location feeling prepared for the interview-style video because a call had already taken place with the Video Field Producer to craft questions that would form the “story” conveyed on camera.

The Video Field Producer put the attorney at ease by guiding them through the questions and directing the camera work. Rather than worry about the details of the shoot, Valerie was able to focus on communicating the benefits and personality of the firm. The Video Field Producer even provided feedback about what she could or couldn’t say based on the rules specific to the State Bar Association.

The final edited version of the video portrayed Valerie as professional, well-spoken and personable throughout the web. After editing the video footage, FindLaw embedded the video on the Leopold & Associate FirmSite and provided search engine optimization value by tagging and transcribing to add the much needed visibility in search results. A last step is to distribute the video to major search engines like Google Video, YouTube, Yahoo! Video and more. The search engine optimization, tagging and transcription added much needed visibility in search results.

We are all familiar with the quote “You never get a second chance to make a first impression.” Based on my experience at the shoot, FindLaw online video is an excellent way to make a great first impression and increase the amount of qualified contacts from your Web site.

For examples of FindLaw Online Video, click this link…

John Mayer

Do you really know what search terms your firm’s Web site is targeting? More specifically, do you know what the search engines think your site is focused on? You can request a Web Audit, and find out.

This web audit will show if search engines see your site as targeting the search terms consumer are entering to find firms like yours. What if you think you are going after consumers with car accidents in Denver, but the search engines view your target terms as automobiles with spinal cord images?

Other interesting facts a web audit will include are “Which page of your site has the most pull in the search engines?” and “Are your strongest pages practice area pages that can generate visits, or is the most powerful page on your site a page that is not built for generating traffic, like a contact page?”

Remember, not all law firm Web sites are equal, and a web audit can show where your Web site will be found below that of your competition.

Nick McLawhorn

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

The growing adoption of broadband combined with a dramatic push by content providers to promote online video has helped to pave the way for mainstream audiences to embrace online video viewing.

Among home Internet users, 79% have broadband and 15% use dial-up., according to a May 2008 survey conducted by the Pew Internet & American Life Project. Three-quarters of broadband users (74%) who enjoy high-speed connections at both home and work watch or download video online.1

As broadband adoption continues to grow, video is fast becoming Internet users’ preferred medium for information.

45% of Internet users say online information plays an important or crucial role in major life decisions (e.g., legal issues, health care, finance).2

Video aids a consumer in finding the information they are looking for in an engaging and memorable way. Our studies show that consumers research 4.8 Web sites, on average, before choosing an attorney online. That decreases to 1.8, however, when those sites contain video.3

Sources:
1. “Home Broadband 2008” Pew Internet and American Life Project, July 2008, www.pewinternet.org
2. “New Jersey Connected Broadband Summit” Pew Internet and American Life Project presentation, March 2007, www.pewinternet.org
3. “How Consumers Meet Their Legal Needs Online” FindLaw webcast, June 26, 2007, 43:05.

ARE YOU GETTING YOUR MONEY’S WORTH?
from Video: The Next High-Impact marketing Tool for Attorneys

In a direct comparison of daytime cable TV airtime schedules for Minneapolis, Chicago, Los Angeles, Miami & New York – we found the average cost per 30-second TV commercial ranges from $226 up to $1,800.1
For example - in New York:


With the increased popularity of Digital Video Recorders like TiVo there is no guarantee that the commercial will even be seen by the 18+ target audience.What’s more - TV rates continue to climb even though the total number of viewers continues to decline.

Unlike TV, your online video doesn't just air at a certain time on a certain date; it is always there to stay. Anytime a user is searching for you, they can find your video and meet you online.

This is what makes online video such an invaluable part of any firm’s marketing plan.

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

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.

Small businesses are rapidly venturing into social networks. A recent research found that 28% of small-business owners had registered for at least one social networking site. Nearly half of these respondents (49%) stated to have done this to "market and promote a business by creating a profile page," the second most named application after personal use.

For law firms that decide to take this step, it is a good idea to insert a link to their Web site in these profile pages to gain even more benefit from this presence.

Further background on this topic can be found here.

Edwin Van Riessen

Law firms with an effective Web presence have a tremendous opportunity to generate new business and enhance client service. Consumer research has shown us that 73% of consumers want a “feel for the personality of the lawyer,” and written words and static images are unable to completely satisfy this desire. Video is quickly becoming an indispensable part of a law firm’s Web site.

The results of a poll among participants to FindLaw's webcast "Video: The Next High-Impact Marketing Tool for Attorneys" shows that the topic is of great importance to attorneys. The majority of attendees indicated to be presently considering adding video to their law firm Web site.

I have video on my site - 9.7%
I have considered adding video but have not done so - 56.5%
I have not thought about adding video to my site - 24.2%
I have decided against adding video - 1.6%
My firm does not have a Web site - 8.0%

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

You can also get more information about online video on LawyerMarketing.com and learn how video on their website has benefited the practice of other attorneys.

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

Searching for attorneys at the scene of the accident? Why not? As progress is made on the WiMax initiative, wireless Internet connectivity and speeds will continue to improve and allow consumers to take advantage of the capabilities of their mobile devices.

“WiMax is essentially the network that will deliver data and voice services to phones, but much faster than what consumers are used to using. It would turn the country into a giant hot spot -- in theory, at least. It's often referred to as a fourth-generation wireless service -- or 4G -- as it will be able to deliver quicker mobile-internet service than the 3G services offered by many carriers. (The first two generations of cellular service were analog and digital.) The venture's WiMax service should cover 120 million to 140 million people by 2010, said executives, who initially will concentrate deployment in the top 100 markets.” (www.AdAge.com)

This not only means that law firm’s Web sites are going to remain the centerpiece of marketing efforts, but online directories are going to continue to increase in popularity as people will be using WiFi enabled devices to access the Internet anytime, anyplace.

Nick McLawhorn