Category: Lawyer Marketing Insights

Our legal marketing experts share their best advice, how-tos, and insights—all in the name of helping you level-up your legal marketing skills.

July 24, 2014 | 2 min read

The Number One Factor Legal Consumers Consider

The good news is your hard work has paid off. Potential legal clients are absolutely motivated by your expertise. The bad news though – many law firms promote themselves in terms that aren’t important to these same legal consumers, which is a key finding fromFindLaw’s 2014 U.S. Consumer Legal Needs Survey.

July 17, 2014 | 2 min read

Social Media Use Among Legal Consumers

You already know that your reputation has a huge impact on your business, but what are you doing to manage that reputation? Obviously your actions and case history are significant drivers of this, but don’t overlook the importance of social media as a contributor as well. Are People Using Social Media to Find Attorneys?

July 11, 2014 | 2 min read

Getting People to Consider You When They’re Considering an Attorney

While what follows might not make much sense, according to recent research commissioned by FindLaw, it’s something that lawyers need to be aware of, and act upon: When considering an attorney, most consumers hold interpersonal and emotional factors just as highly as degrees and experience. This finding comes from FindLaw’s recently conducted…

July 9, 2014 | 2 min read

No Attorney Headshot? Don’t Give Up on Google Authorship

Last month I wrote about Google reducing the instances of people’s photos appearing in their search results. Now it seems the photos are gone for good. Google’s reason is they want a less cluttered and more consistent display across mobile and desktop devices. In other words, this: Becomes this: It’s another change to Google Authorship…

July 1, 2014 | 2 min read

Deciding on a Headline for Your Law Firm’s Website

As we discussed previously, your website’s headline is your firm’s first impression – the first chance to communicate the value of the legal services you are offering. In this post, we’ll offer three ideas for crafting a strong, engaging headline. 1. Focus on the potential client Headlines need to be active.

June 27, 2014 | 2 min read

Being the leader is tough. We wouldn’t have it any other way.

Every so often, I read a blog post, tweet, or email from a competitor who has set their sights on FindLaw. What I read is usually speculative and nearly always incomplete. These attacks are usually an attempt to gain business at FindLaw’s expense, but I guess that’s the nature of being a market leader.

June 25, 2014 | 2 min read

What the McRib can Teach You about Marketing Your Law Firm

Why should you update your law firm’s website based on how McDonald’s sells McRib sandwiches? Two words: scarcity sells. The McRib has achieved worldwide fame because it’s only available for a few weeks out of the year. Savvy marketers will tell you that limited availability not only creates a perception of greater value…

June 19, 2014 | 2 min read

What Not to Do With the Headline on Your Firm’s Site

Call it a title or slogan or headline. Whatever the term, the headline on the home page your law firm’s website is the most important piece of content you have to get a potential client engaged in what you have to say. There is no more prominently featured real estate on your site…

| 2 min read

Strategies for Marketing Your Law Firm to the DIY Crowd

A recent survey of legal consumers revealed that over half (55%) of respondents contacted a legal professional for assistance. While “over half” sounds good, there is still a large percentage who chose another path. As you look at their decisions, think about the opportunity for growth these individuals represent: • 20% handled the situation on…

June 13, 2014 | 2 min read

Less is More: 4 Tips to Attract Clients by Simplifying Their Choices

If your law firm’s website offers too many choices, chances are good that potential clients will make the one choice you don’t want them to make: going elsewhere. It may sound counterintuitive, but offering people too many options can confuse them and lead to them making no decision at all.

June 11, 2014 | 2 min read

Did Your Headshot “Disappear” on Google?

July 10, 2014 Update: Google has now removed all author photos from search results. We write about what it means for attorneys here. Every so often, you Google yourself. Not out of narcissism but because all smart attorneys should do it from time to time to see how they show up in search results.

June 6, 2014 | 2 min read

Your Law Firm’s Website and a Client’s Fear of Loss

Most law firm websites are designed to emphasize the status of the people who, in their view, are the most important to the firm’s success. No, not their potential clients, but their own attorneys. This shortsighted focus can be a major contributor to the website’s poor conversion rate. In marketing terms…

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