How To Choose A Web Marketing Partner For Your Law Firm

Choosing A Web Marketing

Partner for Your Law Firm

The 5 Areas Of Importance!

# 1 – Value# 2 – Involvement # 3 – Links# 4 – Reports# 5 – Evidence

“If you had a room full of prospective clients raising their

hand, but you weren’t in the room, how do you expect to

answer their questions, gain their trust, or sign them as clients?!- Eric Dawe, Partner, D&G Legal

Marketing on converting prospects to clients.

# 1 - ValueHow Do You

Evaluate Value?

Evaluating Value

▧Unique, quality content for your website pages… each page should have a theme, and be specific to one area of expertise with appropriate keywords embedded in an efficient format for different types of readers. Some want to get the jest in 1 senetence; others want lots of information.

Your web marketing partner should demonstrate these

key factors that are extremely valuable to your legal marketing strategy:

Evaluating Value▧Design… Visually appealing pages and an

easy navigational structure for a better user experience. Pictures, videos, strategically placed lead capture and links to navigate them through your website will help keep a prospect engaged, and ultimately help your Google search ranking because of the time on site and number of pages users are visiting!

Evaluating Value▧Branding… Does your web marketing partner

keep a consistent look and feel to your online strategy, AND does it match up with your offline strategies?

▧Social, Blog, & PR… Does your web marketing partner help you connect & report updates with your target market, and guide your social strategy?

▧Reporting (which I will discuss in more detail later), and analytics and/or conversions tracking should be a discussion point to set goals.

Evaluating Value▧Relevence, Integrity, and Knowledge…

• You want a U.S. based company, specific to legal marketing, that insn’t outsourcing backend work to non-relevant countries. (A linking company in India does not know your local landscape geographically, socially, or professionally.)

• What is the ratio of people selling and soliciting to those doing the actual work? (Are they a puppy mill of SEO?)

• What are the qualifications of the content writers?• How do they stay ahead of the curve? Google Partner?

Discovery process? Server setup and security/management?

83%Of prospects valdiate what they

find offline through an online search. How does your online

strategy represent your law firm?

“The key is to present the right content to the prospect at the

time they need it in an engaging manner, across all channels both online and offline, with consistent

branding.

- Eric Dawe, Partner, D&G Legal Marketing on

converting prospects to clients.

# 2 - Involvment

Qualify your web marketing vendor.

Qualifying A Partner

1. Who will be your primary contact? (Dedicated project manager? Ratio of the PM’s to clients?)

2. How is the organization structured, and what are their responsibilities with regard to your services? Where will everything be located? (Private servers?)

3. Who is on the team? Dedicated SEO specialist & link development, local search specialist, front & backend developers, UX designer, content writiers, marketing strategist?

A list of questions to qualify a potential web marketing

partner:

Qualifying A Partner

4. How long has the organization been around? Prior experience of the experts?

5. Ratio of Sales to Optimization Experts?6. Is all work done in the U.S.? If not, what is

outsourced?7. What will your involvement be, and what will

you be expected to contribute to the efforts?8. What kind and how often will Reports be available

for review?9. What is the term on the agreement? (6mo/12mo?)

Questions Continued:

71%Of “cold” prospects form an opinion

and contact a lawyer based upon their website.

# 3 - LinksA Website’s Stamp Of

Approval & Trust!

LinksLinks are a major part of being seen when someone is looking for your services. Links validate your

website as trustworthy and as a credible source for the keywords you want to rank, because it is

an endorsement for one website to provide a link navigating a visitor to another website. Some key pointers:

Links• Links work in tangent with your website content, and

when someone searches for you services the

quality of both are evaluated by Google, instantly, to rank your website or landing page.

• Your web marketing partner should not purchase links, and if they do there should be transparency in the strategy. Linking farms hurt your rankings.

• The quality of your links are far more important than the quantity. It is an endorsement - Industry specific

links should be the focus, and a top-notch marketing partner can get you .edu and/or .gov endorsed links.

91%Of prospects TRUST what is known as “social proofing” – what other’s

say… referalls and testimonials.

# 4 - ReportsHolding A Partner

Accountable.

ReportsWe live in a digital age, and a perk of your digital

marketing strategy is trackability. Your law firm web marketing partner should provide you with reports showing the analytical data of who, when, and how prospects are engaging your firm. Reports can be very in depth, but here are a few areas that should be highlighted for you:

1. Leads: Phone calls (set through dynamic number insertion), Live Chat, & Form Submissions (landing pages, website, email listserv growth)

Reports2. Transparency: What is new from the previous

month… content changes, links, social, etc. Look for your web marketing partner to report the positive growth as well as negative speedbumps. (It’s easy to make a report of ALL positive growth, but not helpful if larger issues are of concern and hinder conversions.) 3. Analytics: When looking at your analytics report,

focus should be on keywords & sources sending you traffic, keyword/phrase rankings, longtail keyword tracking, 10-20% growth in unique users/month, time on site, number of pages visited, bounce rate, and heatmap.

# 5 - EvidenceGrowth,

Prospects, Market Share

Evidence

Growth – After the initial onboarding you should

see growth of 10-20% per month until you reach your

goals.

EvidenceProspects– The bottom line for all of your marketing is to get more prospects. Have a discussion about conversion rates, cost per case & cost per lead. 3x or more should be your goal or changes need to be made.

Evidence

Market Share– The bottom line for all of your marketing is to get more prospects. Have a discussion about conversion rates, cost per case & cost per lead. 3x or more should be your goal or changes need to be made.

$1,250/moTo be an option in your local market and on

the 1st page of Google search.

60+%Growth is what I personally guarantee or

your 2nd year is on us!

$15k/yrIs MUCH less expensive than ANY other form

of marketing to REAL prospects, not at random.

Mobile It is imperative your website is mobile friendly because: Two-Thirds of the U.S.

now have Smartphones!

Law Firms generate 68.3 MILLION searches PER MONTH. – Approx avg. for any specific area – 2,500/mo

Google’s share of U.S. mobile search – 89%

Local SearchMaking sure you are an option in your local search area WILL increase your market share and annual revenues!

88% Of Consumers Trust Online Reviews As Much As Personal Recommendations

Responsive People use different devices at different times in the day. Make sure your website is responsive and works on ALL of them!

Google SearchWe live in a digital age, and the most qualified prospects are the ones searching for your services. Google doesn’t care

about the size of your law firm or your advertising budget… We WILL help your firm be an option for those raising their hand in

need of your help!

Only 6% of traffic comes from paid ads… typically costing $100+ per click!

67% of website traffic comes from Organic Search listings

91% TRUST ‘social proofing’, listings, referrals, and testimonials.

88% TRUST online reviews from people they don’t even know!

Hope this helped!

Any questions?

You can find me, Eric B Dawe, Partner, D&G at:404.495.5797

edawe@dawelegalmarketing.comLawMarketingFirm.com