technology tips with ethics for your law firm | mark homer

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%

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

@mark_homer | @gngfound

Pigeon and Maps

@mark_homer | @gngfound

Pigeon

Moz: Dr. Peter Myers / @dr_pete

Pigeon and Directories

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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

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

@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  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 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

@mark_homer | @gngfound

>25%

@mark_homer | @gngfound

Impact of Mobile

25%

9%66%

Desktop Tablet Mobile

Mobile Website Search

Online Law Practice Strategies MARK HOMER

mark@gngf.com