Tech Tips for Law Firms w/Ethics MARK HOMER

mark@gngf.com

MARK HOMER

MARK HOMER

Our Book AMAZON’S #1 BEST-SELLING LAW PRACTICE MARKETING BOOK

Jabez LeBret Mark Homer

How to Turn Clicks INTO CLIENTS

THIRD EDITION

ONLINE

PRACTICESTRATEGIES

LAW

LOOKING FOR ANSWERS 8 5 % O F CONSUMERS

FOR LOCAL BUSINESSES

R E A D ONLINE REVIEWS

U.S. INTERNET USERS SPEND 1 OUT OF EVERY 8 MINUTES

ONLINE USING FACEBOOK

G O O G L E H A S 6 7 % O F A L L S E A R C H T R A F F I C

97% OF CONSUMERS RESEARCH THEIR PURCHASES AND LOCAL SERVICES ONLINE BEFORE THEY FULFILL THEM AT A LOCAL BUSINESS

ONLINE LOCAL PRESENCE

MONTHMONTHMONTHMONTHMONTHMONTH

MONTHMONTHMONTHMONTHMONTHMONTH

OF CONSUMERS USE THE INTERNET TO FIND A LOCAL BUSINESS AT LEAST ONCE A MONTH

37%

OF CONSUMERS USED THE INTERNET TO FIND A LOCAL BUSINESS IN THE LAST 12 MONTHS

95%

Select all that apply

Online heavily used for “research”

Select all that apply

51.5%67.5%

Internet Source

Referral

Referrals Are Going Online

Before They Meet The Lawyer

2005

Online = Website

2014

Online = Presence

2005 2014

THE FUTURE IS MOBILE

*IDC Research Report 2013

have their phone on or near them for all but up to 2 hours of their waking day.79%

reach for their smartphone immediately after waking up62%

say they can't recall the last time their smartphone wasn't next to them.25%

Among smartphone owners age 18-44

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KEYWORDSBranded  Law  Firm  of  LeBret  &  Homer  Jabez  LeBret  Mark  Homer  

Non-­‐Branded  Estate  Planning  Attorney  Probate  Attorney  Real  Estate  Attorney

2005

2014

@mark_homer | @gngfound

Knowledge Graph

Firm Website Firm Website

!

Images !

LinkedIn Yelp Avvo

Page #1

@mark_homer | @gngfound

Pigeon and Maps

@mark_homer | @gngfound

Pigeon

Moz: Dr. Peter Myers / @dr_pete

Pigeon and Directories

@mark_homer | @gngfound

Answer Cards

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How do you influence Google Search to show the RIGHT INFORMATION about your firm at the RIGHT TIME?

Directory Listings

Google+ Local

16,713 Views No Branding

No Images

Google+ Local

Replace image with g+ pic with visits data

Google+ Local

Google+ Local (My Business)

Ethics issues arise when you “Claim” the listing

!

• You are responsible for the content of the listing if you claim

!

• Online Directories are acceptable form of advertising (Rule 7.2-5(a))

@gngfound

ETHICS OF DIRECTORIES

• You are responsible for the content of the listing • Business description

!

• Categories / Services (Rule 7.4) • “A lawyer may communicate the fact that the lawyer does or

does not practice in particular fields of law or limits his or her practice to or concentrates in particular fields of law.”

• A lawyer shall not state or imply that a lawyer is a specialist in a particular field of law, unless both of the following apply:

@gngfound

ETHICS OF DIRECTORIES

@gngfound

!

• OHIO Model Rule 7.1 • The inclusion of an appropriate disclaimer or qualifying language

may preclude a finding that a statement is likely to create unjustified expectations or otherwise mislead a prospective client.

ETHICS OF DIRECTORIES

WHY REVIEWS MATTER

67% OF CONSUMERS

READ 6 REVIEWS OR

LESS TO MAKE UP THEIR MIND

SAY POSITIVE REVIEWS MAKE THEM TRUST A BUSINESS MORE

OF CONSUMERS TRUST ONLINE REVIEWS AS MUCH AS P E R S O N A L RECOMMENDATIONS

79% 73%

Image of search result with stars

Reviews

Where to Get Reviews:

Reviews

Reviews

Reviews - The Ethics• Don’t  make  up  proFiles  to  write  reviews  

!

• You  can’t  write  your  own  online  reviews  !

• Don’t  pay  for  reviews    • Rule  7.2b:  A  lawyer  shall  not  give  anything  of  value  to  a  person  for  recommending  the  lawyer’s  services  except…”  

!

Reviews - The Ethics!

EXAMPLE:  Joe  Smith  leaves  a  review:    !

“Jim  will  win  every  time.  He  won  $1  million  for  me  in  an  auto  accident  lawsuit,  Jim  is  the  best  Personal  Injury  attorney  ever!!”

A Culture of Reviews• Ask  for  paper  internal  review  at  closing  meeting  

!

• Good  review:  what’s  their  email  address?  !

• Ask  and  provide  a  how-­‐to  guide  !

• Provide  guidance  on  what  NOT  to  say  !

• It’s  not  easy  in  Legal  Profession

@gngfound

WEBSITES THAT GET CLIENTS

P A S T

2002 2014

LEGALWEBSITES

COMMUNICATE

S O L V EI N F O R MS E R V E

MARKETING

P R E S E N T

COMMUNICATE

S O L V EI N F O R MS E R V ECOMMUNICATE

SOLVEINFORMSERVE

Your Website

@gngfound

• Name / “Brand”

• Where are you located? How can I get a hold of you?

• Phone Number / Contact Form

• Do you understand my problem? What can you do for me?

• Proof I should call you?

• Easy to navigate and find things

• Schema Markup for Google (ask your webmaster)

WEBSITE COMPONENTS

@gngfound

• Rule 7.5a: A lawyer shall not use a firm name, letterhead or other professional designation that violates Rule 7.1. A lawyer in private practice shall not practice under a trade name, a name that is misleading as to the identity of the lawyer or lawyers practicing under the name, or a firm name containing names other than those of one or more of the lawyers in the firm, except that the name of a professional corporation or association, legal clinic, limited liability company, or limited liability partnership…

NAME - ETHICS

• How do I call you?

• What do you do?

• What can you do for me?

• Proof I should call you?

Your Website

Your Website

Your Website

@gngfound

PROOF I SHOULD CALL YOU

Your Website

@gngfound

CONTACT FORM

WARNING: Attorney Client Relationship

@gngfound

CONTACT PAGE

Your Website Disclaimer

Responsive Design

• Fast Load Time • Access to All Content • Difficult to Code Correctly • THE RIGHT ANSWER

Keyword Stuffing“Blocks  of  text  listing  cities  and  states  a  webpage  is  trying  to  rank  for”

Pasadena,  Sherman  Oaks,  Encino,  Culver  City,  Van  Nuys,  Santa  Clara,  Ventura,  Simi  Valley,  Thousands  Oaks

We  sell  custom  cigar  humidors.  Our  custom  cigar  humidors  are  handmade.  If  you’re  thinking  of  buying  a  custom  cigar  humidor,  please  contact  our  custom  cigar  humidor  specialists  at  Custom.Cigar@humidor.com

We  sell  custom  cigar  humidors.  Our  custom  cigar  humidors  are  handmade.  If  you’re  thinking  of  buying  a  custom  cigar  humidor,  please  contact  our  custom  cigar  humidor  specialists  at  Custom.Cigar@humidor.com

Keyword Stuffing

1.Repeating  the  same  words  or  phrases  so  often  that  it  sounds  unnatural,  for  example:

Content: Blogging?

• SEO Value? • Fewer Posts, Deeper Content • Still Important • Add Personality

Ethics: •Don’t use names •Hunter vs. Virginia •Ghostwriter?

Creating Content“This does not mean that you cannot do your divorce yourself. However, many people who do not consult with attorneys may leave out certain very important provisions that can come back to haunt them later on, and cost them a great deal.” !

Nevada Divorce Attorney + 12 Other States

City Pages Practice Area Pages

Other Content

Lawyer Bio(s)

Your Website Ethics•Any  communication  made  pursuant  to  this  rule  shall  include  the  name  of  at  least  one  lawyer  or  law  Firm  responsible  for  its  content  !

•Do  not  make  statements  that  lead  someone  to  expect  results  like  “I  can  save  your  business”  or  “I  will  get  you  money  for  your  [Blank].”  Avoid  even  saying  “I  can  [Blank]  for  you”  !

•Practice  areas  vs.  specialist

Your Website Ethics•Disclaimers  -­‐  email  vs.  website  “advertising  material”  !

•Make  statements  that  imply  results  !

•Trade  Names  and  Distinctive  Website  !

•Keep  a  record  =  backups!

@mark_homer | @gngfound

>25%

@mark_homer | @gngfound

Impact of Mobile

25%

9%66%

Desktop Tablet Mobile

Mobile Website Search

Social Media

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SOCIAL MEDIA

Not a “Fad” !

Good For Ranking !

Looking Beyond

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FACEBOOK

Branding Cover Image

Likes Geo Info Keywords

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FACEBOOK

Branding Cover Image

Likes Geo Info Keywords

@gngfound

FACEBOOK

@gngfound

TWITTER

Twitter

@gngfound

• Indexable by Google

• Increase your Followers

• Follow people, ReTweet, and share

• HootSuite / SocialOomph

• Be Careful “interacting”

TWITTER

@gngfound

LINKED IN

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YOUR PICTURE MATTERS

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LINKEDIN“Skills and Expertise” now “Skills & Endorsements”

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SKILLS & ENDORSEMENTS

@gngfound

Recommendation:

Edit Profile and turn off the display of Endorsements

LINKEDIN

@gngfound

GOOGLE+

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GOOGLE+ LOCAL

Social Media Nicolle Schippers ARAG Ethics Game:

Case is finally over. Unanimous verdict! Celebrating tonight.

Social Media Ethics Game:

Another great victory in court today! My client is delighted. Who wants

to be next?

Social Media Ethics Game:

Won a million dollar verdict. Tell your friends and check out my website.

Social Media Ethics Game:

Won another personal injury case. Call me for

a free consultation.

Social Media Ethics Game:

Just published an article on wage and hour

breaks. Let me know if you would like a copy

Ethics•What  counts  as  advice:  (rule  4.3)  •When  the  lawyer  knows  or  reasonably  should  know  that  the  unrepresented  person  misunderstands  the  lawyer’s  role  in  the  matter,  the  lawyer  shall  make  reasonable  efforts  to  correct  the  misunderstanding.  The  lawyer  shall  not  give  legal  advice  to  an  unrepresented  person,  other  than  the  advice  to  secure  counsel,  if  the  lawyer  knows  or  reasonably  should  know  that  the  interests  of  such  a  person  are  or  have  a  reasonable  possibility  of  being  in  conBlict  with  the  interests  of  the  client.  

Ethics!

• Is  this  Advertising:  (rule  7.3)  •A  lawyer  shall  not  by  in-­‐person,  live  telephone,  or  real-­‐time  electronic  contact  solicit  professional  employment  from  a  prospective  client  when  a  signiBicant  motive  for  the  lawyer’s  doing  so  is  the  lawyer’s  pecuniary  gain…  

Ethics•Don’t  Imply  Results  or  Mislead      •Rule  7.1:  A  lawyer  shall  not  make  or  use  a  false,  misleading,  or  nonveriBiable  communication  about  the  lawyer  or  the  lawyer’s  services.  A  communication  is  false  or  misleading  if  it  contains  a  material  misrepresentation  of  fact  or  law  or  omits  a  fact  necessary  to  make  the  statement  considered  as  a  whole  not  materially  misleading.

Ethics•Creating  a  client  relationship  (1.6-­‐1.8  ConBlict  of  Interest)  •Discovery  issues  -­‐  Oops  I  didn’t  want  to  know  that  •Rule  3.3  Candor  to  Tribunal  

•Keep  records  of  ads  -­‐  screenshots  •The  contents  of  advertisements  and  communications  permitted  under  Rule  7.2  can  be  permanently  recorded  so  that  they  cannot  be  disputed.    

!

Ethics•Mentioning  Judicial  OfHicers,  Neutrals  etc.  •Rule  8.4:  state  or  imply  an  ability  to  inBluence  improperly  a  government  agency  or  ofBicial  or  to  achieve  results  by  means  that  violate  the  Ohio  Rules  of  Professional  Conduct  or  other  law;  

!

Online Law Practice Strategies MARK HOMER

mark@gngf.com

@mark_homer | @gngfound

Alternative Local Marketing Strategies

“OLD SCHOOL” !

Take traditional marketing strategies and maximize search and social value

Win – Win - Win

@mark_homer | @gngfound

Press Outreach

• Use targeted Facebook posts to journalists !

• Everyone’s a publisher – Promote to ‘trusted audience’ !

• Don’t just shout about your own stuff !

• Get to know local press – Twitter and LinkedIn

@mark_homer | @gngfound

Press Outreach

@mark_homer | @gngfound

@mark_homer | @gngfound

Scholarships

• Direct outreach to schools (.edu)

• Scholarship websites • Social magnification • Tie into geo-location

and industry • Cast a wide net

@mark_homer | @gngfound

Sponsorships

@mark_homer | @gngfound

Pay to Play

• Promote quality content via social media paid posts –

save money by targeting!

• Get some rich markup back by using Adwords

• Adwords is often 2/3 of mobile top of fold

• Figure out what directories are crushing it in your

area and spend $$ for premium placement