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Steve Riser presents technology tips for having an ethical online presence as a law firm. This presentation was given at the Clearwater Bar Association in Clearwater, FL on April 11, 2014
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Websites and More
Steve Riser GNGF
steve@gngf.com !
Building a Success Website: How to attract new clients without
violating your states ethics !
5:30 PM - 6:30 PM !
Complimentary Copy Of Best-Selling Legal Technology Book for
Attendees Of This Session !
STEVE RISER
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
LAWThird Revision
Updated for 2014 Contributions from:
AVVO Clio
InLaw.me Fujitsu
!
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
@gngfound
SEARCH IS GETTING LOCAL
@gngfound
LONGER SEARCHES
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%
Directory Listings
@gngfound
GOOGLE+ LOCAL
Google+ Local
Google+ Local
@gngfound
GOOGLE+ LOCAL
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%
Reviews
Where to Get Reviews:
ReviewsAsking For Reviews: You should ask, but you are responsible.
Reviews
Reviews• Don’t make up pro/iles to write reviews • You can’t write your own online reviews • Don’t pay for reviews • Be careful when asking for reviews • You are responsible for the content of that review
!
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!!”
Reviews
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
Contact Page
Your Website
Website
Website
Your Website Disclaimer
Keyword Stuffing
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
1.Repeating the same words or phrases so often that it sounds unnatural, for example:
Keyword Stuffing1.“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
Your Website Ethics1. Any communication made pursuant to this rule shall include the name and of/ice address of at least one lawyer or law /irm responsible for its content
2. 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”
3. Images can get you in trouble 4. No advertising disclaimer needed when has a family, close personal, or prior professional relationship with the lawyer.
5. Make statements that imply results
@gngfound
MOBILE WEBSITE
20%
@gngfound
MOBILE WEBSITE SEARCH
@gngfound
MOBILE WEBSITE
@gngfound
MOBILE WEBSITE RESPONSIVE
Blogging? Really?
Yes - you WANT a blog
Where to Put Your Blog
Where to Put Your Blog
Where to Put Your Blog
Creating Content
Length Of Post
400 - 600 words Break up longer post
Creating Content
Curated Content 1) Research on Google 2) Copy a Few Lines 3) Always Source 4) Add Content (>80%)
What Should You Write About
Industry Local
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
Code on Website: Connects to Google+
ContentGoogle Authorship: Rel = Publisher Rel = Author
Search Engine Benefit
Google Authorship
Ethical Considerations
1) No Names Please 2) Giving Advice 3) Solicitation 4) Who Does The Writing
Ethics•What counts as advice • Is this Advertising •Don’t Imply Results or Mislead •Creating a client relationship •Keep records of ads •Mentioning Judicial Of/icers, Neutrals etc
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