ethics of online presence for law firms | alaska state bar
DESCRIPTION
This presentation was given by Jabez LeBret and Mark Homer, authors of Online Law Practice Strategies. Jabez and Mark spoke on the ethics of establishing a professional online presence for law firms, including social media, websites, blogging, getting reviews, and more.TRANSCRIPT
The Ethics of Establishing a Professional Online Presence for Law Firms:
Social Media, Websites, Blogging, Getting Reviews and More MARK HOMER & JABEZ LEBRET
@gngfound
JABEZ LeBRET
@gngfound
MARK HOMER
@gngfound
MARK HOMER
@gngfound
@gngfound
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
@gngfound
Form for Your Free BookAMAZON’S #1 BEST-SELLING LAW PRACTICE MARKETING BOOK
Jabez LeBret Mark Homer
How to Turn Clicks INTO CLIENTS
THIRD EDITION
ONLINE
PRACTICESTRATEGIES
LAW
http://gngf.com/alaska-bar-book-request/
@gngfound
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
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
KEYWORDSBranded Law Firm of LeBret & Homer Jabez LeBret Mark Homer
Non-Branded Estate Planning Attorney Probate Attorney Real Estate Attorney
2005
2014
@gngfound
Knowledge Graph
Firm WebsiteFirm Website
Images
LinkedInYelpAvvo
Page #1
@gngfound
Pigeon and Maps
@gngfound
Pigeon
Moz: Dr. Peter Myers / @dr_pete
Pigeon and Directories
@gngfound
Answer Cards
How do you influence Google Search to show the RIGHT INFORMATION about your firm at the RIGHT TIME?
Directory Listings
@gngfound
Google+ Local
16,713 Views No Branding
No Images
@gngfound
Google+ Local
Replace image with g+ pic with visits data
@gngfound
Google+ Local
@gngfound
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
ETHICS OF DIRECTORIES
• You are responsible for the content of the listing • Business description
• Categories / Services • “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:
ETHICS OF DIRECTORIES
@gngfound
• Disclaimers • 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
@gngfound
Form for Your Free BookAMAZON’S #1 BEST-SELLING LAW PRACTICE MARKETING BOOK
Jabez LeBret Mark Homer
How to Turn Clicks INTO CLIENTS
THIRD EDITION
ONLINE
PRACTICESTRATEGIES
LAW
http://gngf.com/alaska-bar-book-request/
@gngfound
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
@gngfound
Reviews
Where to Get Reviews:
@gngfound
Reviews
@gngfound
Reviews
@gngfound
Reviews - The Ethics• Don’t make up pro/iles to write reviews
• You can’t write your own online reviews
• Don’t pay for reviews • “A lawyer shall not give anything of value to a person for recommending the lawyer’s services except…”
• Be careful when asking for reviews
@gngfound
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!!”
@gngfound
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
@gngfound
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
• How do I call you?
• What do you do?
• What can you do for me?
• Proof I should call you?
@gngfound
Your Website
@gngfound
Your Website
@gngfound
Your Website
@gngfound
PROOF I SHOULD CALL YOU
@gngfound
Your Website
@gngfound
CONTACT FORM
WARNING: Attorney Client Relationship
@gngfound
CONTACT PAGE
@gngfound
Your Website Disclaimer
@gngfound
Responsive Design
• Fast Load Time• Access to All Content• Difficult to Code Correctly• THE RIGHT ANSWER
@gngfound
Website Content
@gngfound
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
@gngfound
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:
@gngfound
Content: Blogging?
• SEO Value? • Fewer Posts, Deeper Content• Still Important• Add Personality
Ethics: •Don’t use names•Hunter vs. Virginia•Ghostwriter?
@gngfound
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
@gngfoundCity PagesPractice Area Pages
Other Content
Lawyer Bio(s)
@gngfound
Your Website Ethics•Any communication made pursuant to this rule shall include the name of at least one lawyer or law /irm 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
@gngfound
Your Website Ethics•Disclaimers -‐ email vs. website “advertising material”
•Make statements that imply results
•Trade Names and Distinctive Website
•Keep a record = backups!
@gngfound
>25%
@gngfound
Impact of Mobile
25%
9%66%
Desktop Tablet Mobile
@gngfound
Mobile Website Search
@gngfound
Social Media
@gngfound
SOCIAL MEDIA
Not a “Fad”
Good For Ranking
Looking Beyond
@gngfound
Branding Cover Image
Likes Geo Info Keywords
@gngfound
Branding Cover Image
Likes Geo Info Keywords
@gngfound
@gngfound
@gngfound
• Indexable by Google
• Increase your Followers
• Follow people, ReTweet, and share
• HootSuite / SocialOomph
• Be Careful “interacting”
@gngfound
LINKED IN
@gngfound
YOUR PICTURE MATTERS
@gngfound
LINKEDIN“Skills and Expertise” now “Skills & Endorsements”
@gngfound
SKILLS & ENDORSEMENTS
@gngfound
Recommendation:
Edit Profile and turn off the display of Endorsements
@gngfound
GOOGLE+
@gngfound
GOOGLE+ LOCAL
Social Media Nicolle Schippers ARAG Ethics Game:
Case is finally over. Unanimous verdict! Celebrating tonight.
Social Media Ethics Game:
Another great victory in court today! My client is delighted. Who wants
to be next?
Social Media Ethics Game:
Won a million dollar verdict. Tell your friends and check out my website.
Social Media Ethics Game:
Won another personal injury case. Call me for
a free consultation.
Social Media Ethics Game:
Just published an article on wage and hour
breaks. Let me know if you would like a copy
@gngfound
Ethics•What counts as advice: •When the lawyer knows or reasonably should know that the unrepresented person misunderstands the lawyer’s role in the matter, the lawyer shall make reasonable efforts to correct the misunderstanding. The lawyer shall not give legal advice to an unrepresented person, other than the advice to secure counsel, if the lawyer knows or reasonably should know that the interests of such a person are or have a reasonable possibility of being in conBlict with the interests of the client.
@gngfound
Ethics
• Is this Advertising: •A lawyer shall not by in-‐person, live telephone, or real-‐time electronic contact solicit professional employment from a prospective client when a signiBicant motive for the lawyer’s doing so is the lawyer’s pecuniary gain…
@gngfound
Ethics•Don’t Imply Results or Mislead •A lawyer shall not make or use a false, misleading, or nonveriBiable communication about the lawyer or the lawyer’s services. A communication is false or misleading if it contains a material misrepresentation of fact or law or omits a fact necessary to make the statement considered as a whole not materially misleading.
@gngfound
Ethics•Creating a client relationship/ConClict of Interest
•Discovery issues -‐ Oops I didn’t want to know that
•Keep records of ads -‐ screenshots
@gngfound
Ethics•Mentioning Judicial OfCicers, Neutrals etc. •State or imply an ability to inBluence improperly a government agency or ofBicial or to achieve results by means that violate the Ohio Rules of Professional Conduct or other law;
@gngfound
Form for Your Free BookAMAZON’S #1 BEST-SELLING LAW PRACTICE MARKETING BOOK
Jabez LeBret Mark Homer
How to Turn Clicks INTO CLIENTS
THIRD EDITION
ONLINE
PRACTICESTRATEGIES
LAW
http://gngf.com/alaska-bar-book-request/
The Ethics of Establishing a Professional Online Presence for Law Firms:
Social Media, Websites, Blogging, Getting Reviews and More MARK HOMER & JABEZ LEBRET
@gngfound
Alternative Local Marketing Strategies
“OLD SCHOOL”
Take traditional marketing strategies and maximize search and social value
Win – Win - Win
@gngfound
Press Outreach
• Use targeted Facebook posts to journalists
• Everyone’s a publisher – Promote to ‘trusted audience’
• Don’t just shout about your own stuff
• Get to know local press – Twitter and LinkedIn
@gngfound
Press Outreach
@gngfound
@gngfound
Scholarships
• Direct outreach to schools (.edu)
• Scholarship websites• Social magnification• Tie into geo-location
and industry• Cast a wide net
@gngfound
Sponsorships
@gngfound
Pay to Play
• Promote quality content via social media paid posts –
save money by targeting!
• Get some rich markup back by using Adwords
• Adwords is often 2/3 of mobile top of fold
• Figure out what directories are crushing it in your
area and spend $$ for premium placement