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Making the most of online marketing

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Lawyers know the importance of first impressions, and a client’s initial interaction with your firm may be through your website. That’s why savvy law firms have begun devoting more resources to presenting a polished online image.
 

andy perkins Perkins

“I think that as a firm, if we didn’t have a web presence – or perhaps even worse, had a web presence that is poor – to me, it’s no different than someone walking into our office and seeing the floors don’t get vacuumed, or seeing that the cleaning services don’t do their job, or that we don’t care enough to type our pleadings on something other than a 1983 dot matrix (printer),” said Andy Perkins, a partner with Peterson Waggoner & Perkins, in Rochester.

Perkins, who doubles as the firm’s webmaster, and other like-minded attorneys say that people expect law firms to have a website. And what firms do with those websites may be the key to winning clients.

Eye-catching content

Leah Potter, business development director for Harden Jackson in Carmel, said that photos are an important component of the firm’s online presence.


leah potter Potter

“We try to do professional photos once a year, to keep the content fresh,” Potter said. “We feel like getting the attorneys’ faces out there is really one of the most important things we can do for marketing.”

Even more important, Potter said, are the firm’s video segments. While the firm has been producing those since 2008, a few months ago, Harden Jackson began filming segments that feature its attorneys explaining some of the most common questions clients have about family law.

“Our thought behind that is that people are going to develop an automatic trust when they see someone on video; it’s a lot different than just looking at a picture of someone,” she said.

Harden Jackson owns the rights to the photos and videos on its website. Perkins said his firm also owns the rights to the images on its website.

Before redesigning the website, Perkins said his firm identified photos as being an important marketing tool.

“We read up on things that are useful for the site, and we wanted to have some nice ones done so we could use them not just on the site but for some other things here and there,” he said.

Jennifer Walker, chief marketing officer for Bose McKinney & Evans, agreed that having uniform, professional photos on the website creates an overall impression of consistency, as do the attorney biographies, which the attorneys and marketing staff write together.

Getting people there

Lawyers know that nowadays, most people find information through Google searches. So if you want to compete with other firms, your site needs better search engine optimization – or SEO. That means picking the right keywords and “tags” so that people searching for lawyers, or services your firm offers, will see your firm in the top search results.

While some lawyers feel comfortable performing their own SEO, others hire companies to do that work for them.

Harden Jackson hired Visual Blaze to perform SEO for the site.

“We are in constant contact with them, optimizing our SEO,” Potter said. “We make sure we’re up at the top with keywords. We have approximately 1,000 visitors a month, I would say, and they come to us from different sources.”

Miles Design optimized the SEO for Bose McKinney & Evans. While Walker was careful to avoid revealing any inside secrets, she said that some clients have reported finding their way to the firm because of a blog an attorney wrote, so keywords and tags in blogs may help drive client traffic to the website.

Perkins said his firm is already seeing returns on the investment in its website.

“We are getting feedback more frequently from clients who saw us via a search-engine search. In the past three months we’ve gotten three to five clients who have originated from out-of-state who would not have known us by local reputation and were able to come to us just by web presence,” he said.

As firms begin focusing more on their online presence, they may be increasingly shifting budgets away from traditional advertising.

Seth Buitendorp, a bankruptcy attorney for the Merrillville firm Genetos Retson & Yoon, has designed his own webpage using software made by The Modern Firm. Genetos Retson & Yoon has a static webpage that provides basic information, but Buitendorp’s individual page provides him a forum to explain in detail the services he officers.

Since 2010, Buitendorp has cut back on his phonebook advertising. He used to advertise in both major phone books in Lake and Porter counties. But he’s dropped advertising altogether in one phone book in each county, sensing that his clients will increasingly turn to the Internet to find him.


buitendorp Buitendorp

“I’ve had some bankruptcy clients – younger to middle age – they may not even have Internet at home, but they have a smartphone,” he said.

What people want

Google Analytics, a free service that tracks interaction with websites, allows firms to determine how visitors find their website, how long they stay on the page and what kind of content they’re viewing.

Walker said that analytics tells her that people visit attorney profiles frequently, along with event pages. Recently, more people have been visiting the firm’s blog landing page.

“Blogs provide value by having an immediate forum for people to access the latest news,” Walker said. “Blogs tend to be very immediate and factual, yet engaging, and sometimes even a little more informal.”

Peterson Waggoner & Perkins includes on its website an online survey for clients to provide feedback about the firm’s performance. Another feature allows clients to make payments online. But the website is designed to be straightforward and user-friendly.

“I think the priority for us is not the technological capacity of a website, I think for us it’s more important that it look nice, that it’s professional, and that the information on it be current and show prospective clients what they need quickly,” Perkins said.

DIY design

Firms don’t need to spend a fortune on a good website. Buitendorp said he paid an initial set-up fee of about $1,500, and he maintains the site himself, paying only a modest monthly hosting fee. And his professional-looking headshot is courtesy of a friend – Buitendorp posed for the portrait in a garage.

Perkins uses Squarespace software, which is easy enough to use that the firm does not need an extra staff member to administer the website.

“The kind of person who’s comfortable updating their Facebook page probably can – with a little bit of exploring and training – be comfortable with managing a website,” he said. “I think what they’ve put together is a real game changer in terms of being able to manage content, because it no longer needs to be filtered through someone who speaks HTML as a second language.”•

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  1. Have been seeing this wonderful physician for a few years and was one of his patients who told him about what we were being told at CVS. Multiple ones. This was a witch hunt and they shold be ashamed of how patients were treated. Most of all, CVS should be ashamed for what they put this physician through. So thankful he fought back. His office is no "pill mill'. He does drug testing multiple times a year and sees patients a minimum of four times a year.

  2. Brian W, I fear I have not been sufficiently entertaining to bring you back. Here is a real laugh track that just might do it. When one is grabbed by the scruff of his worldview and made to choose between his Confession and his profession ... it is a not a hard choice, given the Confession affects eternity. But then comes the hardship in this world. Imagine how often I hear taunts like yours ... "what, you could not even pass character and fitness after they let you sit and pass their bar exam ... dude, there must really be something wrong with you!" Even one of the Bishop's foremost courtiers said that, when explaining why the RCC refused to stand with me. You want entertaining? How about watching your personal economy crash while you have a wife and five kids to clothe and feed. And you can't because you cannot work, because those demanding you cast off your Confession to be allowed into "their" profession have all the control. And you know that they are wrong, dead wrong, and that even the professional code itself allows your Faithful stand, to wit: "A lawyer may refuse to comply with an obligation imposed by law upon a good faith belief that no valid obligation exists. The provisions of Rule 1.2(d) concerning a good faith challenge to the validity, scope, meaning or application of the law apply to challenges of legal regulation of the practice of law." YET YOU ARE A NONPERSON before the BLE, and will not be heard on your rights or their duties to the law -- you are under tyranny, not law. And so they win in this world, you lose, and you lose even your belief in the rule of law, and demoralization joins poverty, and very troubling thoughts impeaching self worth rush in to fill the void where your career once lived. Thoughts you did not think possible. You find yourself a failure ... in your profession, in your support of your family, in the mirror. And there is little to keep hope alive, because tyranny rules so firmly and none, not the church, not the NGO's, none truly give a damn. Not even a new court, who pay such lip service to justice and ancient role models. You want entertainment? Well if you are on the side of the courtiers running the system that has crushed me, as I suspect you are, then Orwell must be a real riot: "There will be no curiosity, no enjoyment of the process of life. All competing pleasures will be destroyed. But always — do not forget this, Winston — always there will be the intoxication of power, constantly increasing and constantly growing subtler. Always, at every moment, there will be the thrill of victory, the sensation of trampling on an enemy who is helpless. If you want a picture of the future, imagine a boot stamping on a human face — forever." I never thought they would win, I always thought that at the end of the day the rule of law would prevail. Yes, the rule of man's law. Instead power prevailed, so many rules broken by the system to break me. It took years, but, finally, the end that Dr Bowman predicted is upon me, the end that she advised the BLE to take to break me. Ironically, that is the one thing in her far left of center report that the BLE (after stamping, in red ink, on Jan 22) is uninterested in, as that the BLE and ADA office that used the federal statute as a sword now refuses to even dialogue on her dire prediction as to my fate. "C'est la vie" Entertaining enough for you, status quo defender?

  3. Low energy. Next!

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  5. OK, take notice. Those wondering just how corrupt the Indiana system is can see the picture in this post. Attorney Donald James did not criticize any judges, he merely, it would seem, caused some clients to file against him and then ignored his own defense. James thus disrespected the system via ignoring all and was also ordered to reimburse the commission $525.88 for the costs of prosecuting the first case against him. Yes, nearly $526 for all the costs, the state having proved it all. Ouch, right? Now consider whistleblower and constitutionalist and citizen journalist Paul Ogden who criticized a judge, defended himself in such a professional fashion as to have half the case against him thrown out by the ISC and was then handed a career ending $10,000 bill as "half the costs" of the state crucifying him. http://www.theindianalawyer.com/ogden-quitting-law-citing-high-disciplinary-fine/PARAMS/article/35323 THE TAKEAWAY MESSAGE for any who have ears to hear ... resist Star Chamber and pay with your career ... welcome to the Indiana system of (cough) justice.

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