website criminal defense grow your - lawlytics · criminal defense website. 2 dan jaffe, attorney...

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LawLytics

Phone: (800) 713- 0161

Email: info@LawLytics.com

Website: www.LawLytics.com

GROW YOURCRIMINAL DEFENSE WEBSITE

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DAN JAFFE, ATTORNEY & LAWLYTICS CEO

● J.D. - 1998

● Admitted in WA & AZ

● 10 years in private law practice

● Built practices in Seattle & Phoenix

● 100+ jury trials to verdict

● Co-founded LawLytics in 2011

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PRESENTERS

Sophia Oliboni, MSTopic: Design

Rachel Chalot, MSW, JDTopic: Content

Victoria Blute, BATopic: Strategy

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WHAT IS LAWLYTICS?

LawLytics is the leading website system for lawyers who want their marketing to work without wasting time or money.

Unlike full-service marketing companies, our system adapts as the law firm’s needs evolve, so our members don’t overpay.

Unlike do-it-yourself software, our system was built for lawyers, so our members don’t struggle or miss opportunities.

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METRICS THAT MATTER

... for lawyers who want their marketing to work without wasting time or money.

1. Increases in profits;2. Increases in revenue;3. Replicability of 1 and 2 above.

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BUILDING ON YOUR CONTENT

Rachel Chalot, JD, MSWVice President of Content Operations

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ACTING ON DATA YOU’VE COLLECTED

• Be flexible (but not trigger happy) with data

• Allowing data to guide your marketing strategy

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GROWING YOUR ONLINE PRESENCE

Critical Mass ofSubstantiveContentBlogging

SharingContentReputation

9SUBSTANTIVE PAGES: PRACTICE AREA PAGES

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LOCAL PAGES AND RESOURCE PAGES

• Resource pages can transition into future referral sources

• Reach out to others to make sure you’re maximizing the potential

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BLOGGING

Build aBase

FrequentlyAdd

GetStrategic

COMMON MISTAKES • Disorganized approach

○ Dealing with multiple authors ○ Lack of cohesion / strategy

• Working with SEO companies○ No regulatory body○ Serious ethical violations

• Multiple websites

• Unrealistic Expectations

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LESSONS LEARNED

• Strategic Approach

• Multiple sites (when warranted)

• Realistic Expectations

• Identify and capitalize upon their unique selling proposition

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ADDITIONAL ASSISTANCE

• writing@lawlytics.com

• (800) 713-0161

Alyssa RhoadesDirector of Content Services

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DOMINATE CRIMINAL DEFENSE: MARCH 9

• Adding various types of collateral

• Expanding the scope of your practice

• Lessons learned from dominant firms / pitfalls to avoid

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CRIMINAL DEFENSE WEBSITE DESIGN

Sophia Oliboni, MSSenior Web Designer

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THE SHAPE OF YOUR LOGO

How do potential clients respond to different logo shapes?

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THE PSYCHOLOGY OF COLORS

How do colors affect the perceptions of your potential clients?

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THE PSYCHOLOGY OF COLORS

Red:• Ambition• Aggression• Power• Success

Red alternatives: carmine, crimson, ruby, scarlet, vermilion

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THE PSYCHOLOGY OF COLORS

Orange:• Action• Assurance• Change• Enthusiasm

Orange alternatives: apricot, carrot, peach, persimmon, tangerine

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THE PSYCHOLOGY OF COLORS

Yellow:• Hope• Happiness• Intelligence• Youth

Yellow alternatives: Canary, citrine, goldenrod, lemon, mustard

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THE PSYCHOLOGY OF COLORS

Green:• Calm• Efficient• Growth• Safety

Green alternatives: Asparagus, forest green, lime green, sea green, olive green

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THE PSYCHOLOGY OF COLORS

Blue:• Relaxation• Communication• Trust• Progress

Blue alternatives: Azure, cerulean, Prussian blue, turquoise, teal

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THE PSYCHOLOGY OF COLORS

Violet:• Luxury• Intelligence• Independence

Violet alternatives: Amethyst, lavender, lilac, plum, purple

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THE PSYCHOLOGY OF COLORS

Brown:• Reliability• Stability• Nature• Humility

Brown alternatives: Bronze, chestnut, ecru, mahogany, taupe

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THE CASE FOR RESPONSIVE SITES

What is the difference between a responsive website and a mobile-friendly website?

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SLIMMING YOUR CRIMINAL DEFENSE WEBSITE

● Removing extraneous copy and other heavy elements

● Increasing readability ● Site speed

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REMOVING HEAVY ELEMENTS

For an optimal user experience, everything you put on your website must have a function and purpose.

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INCREASING READABILITY

• Choosing fonts wisely

• Font size and line spacing

• High contrasts

• Shorter lines & paragraphs

• Highlights and lists (bullets)

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THE ROLE OF SITE SPEED

How important is site speed to asuccessful criminal defense web presence?

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SOCIAL MEDIA FROM A DESIGN PERSPECTIVE

• Images• Logos• Consistent branding

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SOCIAL MEDIA STRATEGY & YOUR LAW FIRM

Victoria BluteLawLytics Community Manager

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SOCIAL MEDIA STRATEGY

How social media fits into your law firm’s web presence

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WHY DO CRIMINAL DEFENSE ATTORNEYS NEED SOCIAL MEDIA?

● Consistency

● Potential clients expect to find you there

● Driving more traffic to your law firm’s website

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WHICH SOCIAL MEDIA DO YOU NEED?

● How to choose your sites wisely

● Three places to start:

○ Facebook○ Twitter○ LinkedIn

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USING SOCIAL MEDIA EFFECTIVELY

● Be selective about your sites

● Drive traffic from social media to your site, not the other way around

● Generate discussions where appropriate

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CONTROLLING YOUR MARKETING

The risks in delegating your social media to a non-lawyer...

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LAWLYTICS’ SOCIAL MEDIA FEATURES

● Associate accounts

● Announce blog posts

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METRICS THAT MATTER

1. Increases in profits;2. Increases in revenue;3. Replicability of 1 and 2 above.

... for lawyers who want their marketing to work without wasting time or money.

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VANITY METRICS (AKA, SEO RED HERRINGS)

• “Scores”• “Hits”• “Clicks”• “Visits”• “Rank”

... see, www.LawLytics.com/SEO

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APPRECIATING ASSETS

• One-time cost or effort.• Long-term or perpetual payout.• Increases overall value of website.• Turns marketing from expense to asset.

... for lawyers who want their marketing to work without wasting time or money.

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GROWTH RISKS

• Misguided efforts.• Deficient execution.• Deficient intake systems or follow through.• Bad targeting.• Unsupportable market.

... for lawyers who want their marketing to work without wasting time or money.

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SOUND SEO STRATEGIES

• Content focused.

• Audience-facing (PNCs, referral sources, influencers).

• Avoid stupid mistakes and snake oil (see… www.LawLytics.com/SEO).

... for lawyers who want their marketing to work without wasting time or money.

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REPUTATION MANAGEMENT

• Getting reviews.

• Displaying reviews.

• Dealing with the negative.

www.LawLytics.com/reputation-management

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LOCAL MARKETING

• Claiming, consolidating and maintaining citations / listings.

• Local content targeting.

... for lawyers who want their marketing to work without wasting time or money.

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PAID ONLINE ATTORNEY ADS

• Directory listings

• Pay-per-click (PPC) search ads

• Targeted online ads

• Remarketing ads

Watch live or recorded webinar: www.LawLytics.com/PPC-ROI

• Go to the source

• The role of middlemen

• Set a baseline and measure

• Have an exit strategy

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THE OPTIMAL TECHNOLOGY STACK

• Revenue generation

• Case management

• Billing

... for lawyers who want their marketing to work without wasting time or money.

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GROWING SMART

Find what works.

Refine it.

Repeat.

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THANK YOU

Web: www.LawLytics.com

Phone: (800) 713-0161

Email: info@lawlytics.com