The Consumer Law Revolution: The Lawyer's Guide to the Online Legal Marketplace

The Consumer Law Revolution: The Lawyer's Guide to the Online Legal Marketplace

by Stephanie L. Kimbro


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The Consumer Law Revolution: The Lawyer's Guide to the Online Legal Marketplace by Stephanie L. Kimbro

There is a revolution occurring in the delivery of legal services in the United States. Consumers in need of personal and business legal assistance are turning to the Internet to find lawyers, just like they shop online to buy consumer products. Firms that lack a compelling online marketing presence will lose out on clients and revenue. The Consumer Law Revolution will show lawyers how to harness the marketing power offered by branded legal services networks such as Rocket Lawyer, Avvo, LawZam, LexSpot, and many more—and pull in new clients in the process.

Product Details

ISBN-13: 9781614387060
Publisher: American Bar Association
Publication date: 04/07/2014
Pages: 216
Product dimensions: 6.90(w) x 9.90(h) x 0.70(d)

About the Author

Stephanie L. Kimbro, MA, JD, is the Director of the North Carolina branch of Burton Law, LLC. Prior to working with Burton Law, Ms. Kimbro operated a virtual law office for six years delivering unbundled North Carolina estate planning and small business legal services to clients online. She is the recipient of the 2009 ABA Keane Award for Excellence in eLawyering, was named an ABA Journal Legal Rebel in 2010 and won the Wilmington Parent Magazine Family Favorite Attorney Award six years in a row for her virtual law office.

Table of Contents

Dedication iii

About The Author vii

Acknowledgments ix

Introduction xi

Chapter 1 How Branded Networks Operate 1

How to Create a Trusted Online Brand for Your Law Practice 3

Basic Online Marketing Concepts Necessary for Working With Branded Networks 4

Unique Conversation Starters 5

Recommended Reading to Get You Started 7

What to Decide Before Working with a Website Developer 11

Design Features and Content 13

Examples of Real-Time or Live Help Technologies 17

Samples of Web Calculators Used By Firms 18

Chapter 2 Taking the Conversation off the Website and Onto Collaborative Platforms 23

Introduction 23

Working With Lawyer-Focused Companies 25

A Canadian Perspective 56

Performance-Based Marketing vs. Pay-Per-Click 66

Tips for Purchasing Lead Generation Services 71

Online Lawyer Tools Closed To Consumers 98

Working With Nonlawyer-Focused Marketing Companies 99

Tips for Using Daily Deal Sites 101

Using Social Media Marketing Tools 106

Ten Tips for Social Media to Help Manage and Minimize Risk 106

Chapter 3 Strategy and Best Practices to Combine Online Marketing Methods 109

Questions to Help You Establish a Marketing Strategy Using Online Tools 114

Best Practices for Collaboration with Branded Networks 114

A Malpractice Carrier's Comment 118

What Questions Should a Lawyer Ask of an Online Legal Marketing Company? 127

Chapter 4 Ethics of Lawyer Collaboration With Branded Networks 129

The Core Communication Rules: 7.1-7.5 130

Distinguish Between Social Networking and Direct Advertising 138

When In Doubt 158

Chapter 5 Background on Online Lawyer Advertising 163

What Is The Consumer Law Revolution? 165

The Opportunity 168

Restructuring Lawyer Marketing Vocabulary to Adapt to E-Commerce 169

Cases Affecting Online Lawyer Advertising 177

Chapter 6 Conclusion 185

Appendix 191

Resources and Opinions 191

ABA Resources 191

Articles 192

Sampling Of State-By-State Ethics Opinions 193

Index 201

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