technology tips with ethics for your law firm | mark homer

Tech Tips for Law Firms w/Ethics MARK HOMER

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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%

2005

Online = Website

2014

Online = Presence

2005 2014

@gngfound

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 WebsiteFirm Website

Images

LinkedInYelpAvvo

Page #1


Pigeon and Maps


Pigeon

Moz: Dr. Peter Myers / @dr_pete

Pigeon and Directories


Answer Cards

@gngfound

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


@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.


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 - 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

@gngfound

PROOF I SHOULD CALL YOU

@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 [email protected]

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 [email protected]

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 PagesPractice 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!

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


>25%


Impact of Mobile

25%

9%66%

Desktop Tablet Mobile

Mobile Website Search

Online Law Practice Strategies MARK HOMER

[email protected]