The Lawyer's Guide to Marketing on the Internet

The Lawyer's Guide to Marketing on the Internet

by Gregory H. Siskind, Deborah McMurray

Paperback(Fourth Edition)

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Transform your website, e-mail, social media, and overall online marketing strategy! Get closer to your target prospects and clients in ways that are proven and meaningful to buyers of legal services. Choose a mix of tools that will measurably move the needle using the advice in The Lawyer’s Guide to Marketing on the Internet, Fourth Edition. Look inside to learn about:
·Internet marketing strategies and how to build your own plan
·Content marketing that targets and speaks to your desired audiences
·Today’s websites—from “must do…” to “definitely don’t…”
·The Ten Foundational Best Practices for law firm websites
·The latest survey of the AmLaw Global 50 websites
·Today’s technologies and platforms
·Website timelines, budgets, hosting, and contracts
·Announcing, growing, and promoting your website
·Mobile sites—so critical today!
·Social media ins and outs
·E-mail marketing
·Multimedia content including videos, podcasts, and webinars
·Search engine optimization (SEO)
·Website vendors and other consultants
·Analytics and measuring your ROI
·The ethics of client development using technology and the Internet

Product Details

ISBN-13: 9781634257374
Publisher: American Bar Association
Publication date: 07/05/2017
Edition description: Fourth Edition
Pages: 248
Product dimensions: 6.90(w) x 9.90(h) x 0.60(d)

About the Author

Greg Siskind created one of the first law firm websites and the first lawyer blog. Recently, he was named by ABC News as one of the top 20 people to follow on Twitter to keep up on the immigration debate. He primarily practices in business and employment immigration law and directs technology initiatives for his law firm, Siskind Susser. Deborah McMurray is the founder, CEO, and Strategy Architech of Content Pilot LLC, a marketing strategy and technology company that serves law firms and other professional services firms. Deborah was inducted into the Legal Marketing Hall of Fame in 2008, was elected to the College of Law Practice Management in 2007, and was named as one of National Law Journal’s “2013 Top 50 Legal Business Trailblazers & Pioneers.”

Table of Contents

About the Authors ix

Acknowledgments xi

Introduction to this Fourth Edition xiii

Chapter 1 Developing an Internet Marketing Plan 1

Analyze Your Firm to Develop Your Internet Marketing Plan 2

Your Firm's Business Strategy 2

What Are Your Firm's Top Skills' And Who Are Your Clients? 3

What Do Clients Need Help With? 3

What Will Clients Pay You For? Where is the Money? How Should You Market and Sell the Skills You Have? 3

Consider Your Reputation 4

Consider Your Culture and Style of Doing Business 4

Identify the Internet Tools and Options That Make the Most Sense for Your Firm 7

Building Credibility on the Internet 8

Determine and Maintain a Consistent Internet Persona 9

Chapter 2 Content Marketing 11

The Rule of the First Impression 11

Positioning Strategy 12

Your Firm Values Will Affect and Inform Your Positioning Strategy and Content Marketing Plans 13

The Importance of Unique Content Strategies for Each Practice and Industry 13

Where Does Your Content End Up? How Do People Find It? Design a 360-Degree Content Strategy 15

What Internet Marketing Tools Are the Best Fit for Your Firm, Your Practice Mix, and Lawyers? 16

Website 16

Social Media-And How It Has Been Affected by Mobile Devices 17

Video and Audio-Critical Content Tools 18

E-mail 19

Webinars and Other Educational Programming 19

Awards, Rankings, and Directory Listings 20

Chapter 3 Today's Websites 23

The Big Picture 23

The Visitor Experience 24

Visitor Experience on the Go 26

Your Audience: Are Your Visitors Global or Local? 27

Where Do You Begin? 28

Chapter 4 Planning and Designing Your Website 31

How Much Will It Cost? 32

An Outline of the Typical Phases of Your Website 34

And the Final Question: How Long Will It Last? 36

Domain Names 36

Chapter 5 Ten Foundational Best Practices for Law Firm Websites 39

Scoring of the 2016 Global 50 Websites: Ten Foundational Best Practices Study 40

Foundational Best Practice #1: Communicating Your Message 40

Foundational Best Practice #2: Design 45

Responsive Web Design (RWD) 46

A Design Trend Minimalism 51

Foundational Best Practice #3: Navigation 52

More about Navigation 54

Hamburger Menus 55

Foundational Best, Practice #4: Professional Biographies 56

Create Three-Dimensional (3-D) Bios 60

Foundational Best Practice #5: Content (Excluding Biographies) 62

Practice and industry Descriptions 66

News, Events, Publications, Press Releases Articles and More 69

A Note about Press Releases 69

Headlines 69

Events 70

Even More Content 71

Foundational Best Practice #6: Interactivity and Social Outreach 72

Foundational Best Practice #7: Site Search 77

Foundational Best Practice #8: Site Optimization and Online Awareness (SEO) 80

Foundational Best Practice #9: Nobility and Responsiveness 81

Foundational Best Practice #10: Site "Hygiene" and Usability 83

Chapter 6 Website Technologies and Platforms 87

Open Source 87

Proprietary Platforms and Content Management Systems (CMS) 89

Chapter 7 Website Timelines, Budgets, and Contracts 91

Typical Phases of Your Website and the Time Each Takes 91

Contracts That Govern Your Website Project 93

Budget 95

Chapter 8 Website Hosting 97

Advantages of External Hosting 97

Hosting in the Cloud 98

Chapter 9 Announcing, Promoting, and Growing Your Website 101

Growing Your Site 102

Chapter 10 Mobile 103

Content Strategies 104

Setting Up Your Mobile Site or App 108

Chapter 11 Social Media Marketing 113

The Big Picture 113

Blogs 114

LinkedIn 116

A LinkedIn Profile 117

Skills, Endorsements, and Recommendations 118

Groups 119

Law Finn Pages 119

Publishing 120

ProFinder 121

Connections 121

Profile Views 124

Building Relationships 124

Search Engine Optimization (SEO) 125

LinkedIn Premium 125

Twitter 126

Facebook 130

Google+ 132

Avvo 133

Other Lawyer Social Media Sites 137

Social Media Management 137

Social Media Content Strategies 138

Chapter 12 E-Mail Marketing 141

The Big Picture 141

How E-mail Fits into Your Content Strategy 141

Newsletters 142

Client Alerts/Breaking News 142

White Papers/Legal Summaries 142

Special Occasions (Birthdays, Holiday Cards, and More) 143

Announcements of Firm News 143

Press Releases 143

Links to Video and Audio Content 143

Tying E-mail to Social Media Channels 144

Invitations 144

E-mail Composition and Formatting 144

Providers and Platforms 145

The Design of E-mails 146

Signature Blocks 147

Developing a Mailing List 149

Chapter 13 Video, Podcasts, and Webinars 151

The Big Picture 151

How Video and Audio Fit into Your Content Strategy 153

Choosing Your Subject Matter for Video and Audio-And Rules to Live By 154

A Case Study; Lawyer Richard Hsu 154

Hsu Untied 156

Making This Considerable Investment and-Having It Pay Off 157

Getting the Right Kind of Attention 158

Pod casts 161

Production Options and Best Practices 164

Distribution: YouTube, Vimeo, and Live Streaming Options 166

Chapter 14 Search Engine Marketing and Search Engine Optimization (SEM and SEO) Tim Stanley Ken Chan David Kemp Justia 169

The Big Picture-What Is SEO? 169

Website Content 171

High Quality Content 171

Original Content 173

Focused Content 174

What to Write 175

Additional Items about Content 177

Web Page Markup 178

Title Tags 179

Meta Descriptions 180

Text 181

Structured Data 182

Website Structure 183

Indexability 183

Speed 185

Mobile and Responsive Design 185

Secure Server-https 187

Distribution and Editorial Promotion 187

Editorial Links 187

Social Media 189

Resources 190

General SEO Resources 190

Legal Web Marketing Blogs and Resources 191

Google and Bing Webmaster Tools 191

Conclusion 192

Chapter 15 Choosing Your Consultants and Vendors 193

One-Stop Shop for Websites 193

Web Designer and/or Developer 194

Strategy and Positioning/Branding Consultants 195

Copywriters and Copyeditors 197

Website Maintenance 197

Social Media Consultants 198

Advice from Others 199

Search Engine Optimization (SEO)/Search Engine Marketing (SEM) Consultants 201

Website Requests for Proposals (RFPs) and Requests for Information (RFIs) 203

Other Website RFP Don'ts 203

Website PFP and Post-RFP Do's 205

Chapter 16 Analytics and Measuring Your Return on Investment 207

Google Analytics 207

Other Analytics Programs 210

Chapter 17 The Ethics of Client Development on the Internet and through Social Media David Hricik 211

Introduction 211

Application of the Rules Regulating Lawyer Marketing to the Internet 212

The Model Rules Regulate Commercial Speech-Only 213

A Lawyer Cannot Make a False or Misleading Communication about the Lawyer or the Lawyer's Services 214

Lawyers May Not Misleadingly Claim to Be a Specialist or Even to Have Expertise 215

With Limited Exceptions, a Lawyer Cannot Pay a Person to Recommend the Lawyer's Services 216

Synchronous or "Real-Time" Contact with Prospective Clients on the Internet and Inadvertently Forming Attorney-Client Relationships 216

Using E-mail and Other Asynchronous Forms of Communications to Solicit Prospective Clients 217

Advertisements on the Internet, Including Keyword Purchases 218

Ratings Services and Reviews 219

Providing a Discount to Encourage Reviews 219

Responding to Negative Comments from Former Clients 220

Responding to Positive Comments by Clients 220

Conclusion 221

Index 223

Customer Reviews