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Online, 35%
Offline, 65%
Modern love
Source:
Online, 35%
Offline, 65%
Modern love
Source:
The seven laws of attraction for the modern JD
• Clients in the age of the internet
• Don’t practice “Door Law”
Know your type
34% want complete control of their issue
Source: Avvo Research
34% want complete control of their issue
41% want control over most things
Source: Avvo Research
52% of people who want complete control felt
stuck and needed a lawyer
Source: Avvo Research
Halfwho go online are researching lawyers
Source: Avvo Research
Halfwho go online are researching lawyers
Halfwho get referrals are researching lawyers
online
Source: Avvo Research
”Door Law”
”Door Law”
Niches lead to riches
Examples
“eSports”
“eSports”
“eSports”
• Build your online presence
• Using video
Show your best side
There are some places you need to be or else . . .
Yelp
How to use Avvo
How to “Google”1. Claim your profile on Google + or Google
for business2. Mark-up important content on your site
with tags from Schema.org or data-vocabulary.org
– Address, phone number, photo3. Make name and profile information
consistent across online directories
• What kind of client do you want?
• Is law a business?
Plan your work, work your plan
Lawyer as “Savior”
“If I hire a lawyer, I would want them to
do all the work/ be in charge”
33%
“If I hire a lawyer, they’d work for me
and I’d be in charge”
Lawyer as “Employee”
Lawyer as “Savior”
“If I hire a lawyer, I would want them to
do all the work/ be in charge”
15%33%
“If I hire a lawyer, they’d work for me
and I’d be in charge”
Lawyer as “Employee”
Lawyer as “Savior”
“If I hire a lawyer, I would want them to
do all the work/ be in charge”
15%33% 52%
Lawyer as “Collaborator”
“If I hire a lawyer, we would work together”
The “Clementi Report” – December 2004
The “Clementi Report” – December 2004
“Research shows that complaints [from legal consumers] arise as much from poor business service as from poor legal advice. If certain lawyers continue
to reject the notion that they are in business, such complaints will continue until they are indeed out of
business.”
• What messaging works?
• Bedside manner
• Listen
Communication style matters
Messaging
Messaging
“I’m a top-rated lawyer!”
“I’m board certified!”
“I offer free consults!”
“I’m tough!”
“I deliver results!”
Average
Really appealing
Less appealing
"Is a lawyer you can trust""Can give you peace of mind"
"Is tough/aggressive""Will contact you immediately""Is a top-rated attorney"
"Is compassionate""Is board certified"
Average
Really appealing
Less appealing
"Can deliver the results you need"
"Is determined to help you""Can help you take control of your situation""Offers a free consult"
"Has a lot of experience"
All Areas
"Can deliver the results
you need""Is determined to help
you"
"Offers a free consult"
"Can help you take control of your
situation""Has a lot of experience"
Criminal, DUI
"Can deliver the results you need"
"Has a lot of experience"
"Is determined to help you"
"Can help you take control of your
situation"
"Offers a free consult"
All Areas
"Can deliver the results
you need""Is determined to help
you"
"Offers a free consult"
"Can help you take control of your
situation""Has a lot of experience"
Real Estate,Immigration
"Has a lot of experience"
"Can deliver the results you need"
"Is determined to help you"
"Offers a free consult"
"Can help you take control of your
situation"
Criminal, DUI
"Can deliver the results you need"
"Has a lot of experience"
"Is determined to help you"
"Can help you take control of your
situation"
"Offers a free consult"
All Areas
"Can deliver the results
you need""Is determined to help
you"
"Offers a free consult"
"Can help you take control of your
situation""Has a lot of experience"
26%
37%
41%
59%
How the lawyer sounds on the phone
Body language of the lawyer
Politeness of support staff
How quickly the lawyer responds
“Bedside Manner”
26%
37%
41%
59%
How the lawyer sounds on the phone
Body language of the lawyer
Politeness of support staff
How quickly the lawyer responds
“Bedside Manner”
26%
37%
41%
59%
How the lawyer sounds on the phone
Body language of the lawyer
Politeness of support staff
How quickly the lawyer responds
“Bedside Manner”
26%
37%
41%
59%
How the lawyer sounds on the phone
Body language of the lawyer
Politeness of support staff
How quickly the lawyer responds
“Bedside Manner”
26%
37%
41%
59%
How the lawyer sounds on the phone
Body language of the lawyer
Politeness of support staff
How quickly the lawyer responds
“Bedside Manner”
Doctors, interrupted
Lawyers, interrupted?
Lawyers interrupting examinationLawyer: “ . . . clients will interrupt me . . . ”To young lawyers: “. . . . don’t let older lawyers interrupt you . . . .”
• 6-8 touches
• One great example – that we can measure
Educate your prospects
Avvo Question and Answer Forum
• 6.5 million• 97% • 50%• 88%
• Building a culture of feedback
• Someone’s saying bad things about me online!
Leverage your network
Defense Offense
Thank you for taking the time to share your valuable review. The
experiences you described are not characteristic of the level of service our colleagues strive to provide and
we apologize your stay was unsatisfactory . . . (Please let us
know how we can make this right)
1. Thank2. Apologize
3. Offer remedy
• “Easter Eggs”
• Office design/aesthetic
Sweat the small stuff
Google “Askew”
Google “Askew”
Claim your profile to find your matchclaim.avvo.com
Claim your profile to find your matchclaim.avvo.com
