Legal Marketing: We Put Skin in the Game

Law content marketing: Attract more/better clients for less cost

Did you know that Google receives 850,000 searches per day for attorneys? That’s 6.3 million per month. And it seems every law firm is fighting to be on page one of those internet search results.

Sadly, most rely mainly on paid advertising to get to page one. We’ve got a better way, proven by nearly three decades of experience:

Content writing, not advertising

Truth be told, we’re a writing company dressed in an internet suit. We write fresh, original website articles and social media posts in a journalist style and language your clients will understand. That earns their trust and gets your website to the top of search-engine rankings without shelling out thousands every month to online ads.

Online reputation power booster

To boot, we also have a proven online reputation management system that improves quantity and quality of reviews. It’s called The Interceptor Method, and it’s increased online reviews by as much as ninefold within two years and raised the average star rating from three to four.

Everything is included in our LawMarketLink service. We guarantee it works to build practices and practice reputations. Or we work for free until it does work – although we’ve never had to do that.

 

Think bigger about what your law firm’s clients really need

LawMarketLink is an integrated legal marketing program centered on digital public education – one that tells, not sells.

Every day, millions go online less to look for attorneys than to look for solutions to their problems. Lawyers are a means to an end for them. Sure, they want to know a lot about the person they might hire. But they are more interested first in better understanding their problems and possible solutions.

Lawyer marketing is all about trust

Objectively measuring a lawyer’s skills is a daunting challenge for anyone who never attended law school or practiced law. It’s a whole lot easier to make a decision about hiring counsel based on trust.

Time after time through the years, we’ve seen shoppers for professional help consistently base choices on the comfort of knowledge. Ironically, they most trust professionals who are ready to give away information with no strings attached. It’s that theory that the more you give, the more you get.

Happily, the internet facilitates the gift of knowledge like no other medium. A few keystrokes into a search-engine website initiates the voyage of learning. And before prospective legal clients contact law practices directly, their first step overwhelmingly is searching on the internet for information about their individual legal needs.

Finding information that’s not only easy to find but easy to understand begins a process of trust building with the information provider – that is, the law firm publishing it on a website. Instantly a bond of trust begins to form. And that’s how lawyers today find the best new clients, or, perhaps better said, how new clients find the best lawyers.

The lawyer as online teacher

That’s where we come in. You’ve probably heard about the cognitive bias known as the curse of knowledge. The deeper anyone’s knowledge and expertise in a particular field, the more difficult it becomes to convey that knowledge to others without the knowledge. This is certainly the case in law, a profession habituated to use of its own language and jargon – much of it sourced from a dead language from the ancient Romans.

Our job is to act as translators for those so habituated. Our experience runs deep in understanding and translating the nuances of a professional specialty, making the nuances both accessible and comprehensible to the world at large.

With collective decades of experiences as journalists, authors, and published writers in multi-media, we’ve had our share of transforming complex, technical concepts into bite-size morsels anyone can consume with minimal effort.

Let legal marketing SEO no longer live in a black box

Frankly, the puffery around SEO is a little wearying. Digital marketing firms often go on and on about the critical importance of SEO without dare revealing what it is. So, let’s do that right now:

SEO is 85% about writing comprehensive, well organized, and accurate information any literate person can grasp immediately.

That’s all. Forget the innuendo that SEO is some sort of magic that computer geeks spread across a website.

To be sure, a little computer-fairy dust is essential for highly effective SEO. About 10% or so of SEO goes into putting clues about the topic of a website page into what’s called meta data, which goes into hidden code on the website. But it doesn’t take a Ph.D. computer scientist to learn that.

Instead, the real work of SEO is research on what words searchers commonly use for investigating a specific topic and then writing thorough articles about those subjects. Then begins the chore of loading a search engine optimized (SEO) website with original, specialty specific, Google friendly, iCare Law Library content. Then we promote that content organically (nonadvertising methods) through attorney blogs, social media, public relations, email marketing, and videos.

We also manage comments on social media channels and online rate-your-lawyer websites, as well as answer comments quickly (and within ethical guidelines). By integrating and continually feeding appropriate digital channels, we educate prospective and existing clients in ways that position the practice as an expert in its specialty.

That is how we get clients to the top of search engine rankings and a guaranteed flow of higher quantity and quality clients.

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