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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. I have been on this program while on parole from 2011-2013. No person should be forced mentally to share private details of their personal life with total strangers. Also giving permission for a mental therapist to report to your parole agent that your not participating in group therapy because you don't have the financial mean to be in the group therapy. I was personally singled out and sent back three times for not having money and also sent back within the six month when you aren't to be sent according to state law. I will work to het this INSOMM's removed from this state. I also had twelve or thirteen parole agents with a fifteen month period. Thanks for your time.

  2. Our nation produces very few jurists of the caliber of Justice DOUGLAS and his peers these days. Here is that great civil libertarian, who recognized government as both a blessing and, when corrupted by ideological interests, a curse: "Once the investigator has only the conscience of government as a guide, the conscience can become ‘ravenous,’ as Cromwell, bent on destroying Thomas More, said in Bolt, A Man For All Seasons (1960), p. 120. The First Amendment mirrors many episodes where men, harried and harassed by government, sought refuge in their conscience, as these lines of Thomas More show: ‘MORE: And when we stand before God, and you are sent to Paradise for doing according to your conscience, *575 and I am damned for not doing according to mine, will you come with me, for fellowship? ‘CRANMER: So those of us whose names are there are damned, Sir Thomas? ‘MORE: I don't know, Your Grace. I have no window to look into another man's conscience. I condemn no one. ‘CRANMER: Then the matter is capable of question? ‘MORE: Certainly. ‘CRANMER: But that you owe obedience to your King is not capable of question. So weigh a doubt against a certainty—and sign. ‘MORE: Some men think the Earth is round, others think it flat; it is a matter capable of question. But if it is flat, will the King's command make it round? And if it is round, will the King's command flatten it? No, I will not sign.’ Id., pp. 132—133. DOUGLAS THEN WROTE: Where government is the Big Brother,11 privacy gives way to surveillance. **909 But our commitment is otherwise. *576 By the First Amendment we have staked our security on freedom to promote a multiplicity of ideas, to associate at will with kindred spirits, and to defy governmental intrusion into these precincts" Gibson v. Florida Legislative Investigation Comm., 372 U.S. 539, 574-76, 83 S. Ct. 889, 908-09, 9 L. Ed. 2d 929 (1963) Mr. Justice DOUGLAS, concurring. I write: Happy Memorial Day to all -- God please bless our fallen who lived and died to preserve constitutional governance in our wonderful series of Republics. And God open the eyes of those government officials who denounce the constitutions of these Republics by arbitrary actions arising out capricious motives.

  3. From back in the day before secularism got a stranglehold on Hoosier jurists comes this great excerpt via Indiana federal court judge Allan Sharp, dedicated to those many Indiana government attorneys (with whom I have dealt) who count the law as a mere tool, an optional tool that is not to be used when political correctness compels a more acceptable result than merely following the path that the law directs: ALLEN SHARP, District Judge. I. In a scene following a visit by Henry VIII to the home of Sir Thomas More, playwriter Robert Bolt puts the following words into the mouths of his characters: Margaret: Father, that man's bad. MORE: There is no law against that. ROPER: There is! God's law! MORE: Then God can arrest him. ROPER: Sophistication upon sophistication! MORE: No, sheer simplicity. The law, Roper, the law. I know what's legal not what's right. And I'll stick to what's legal. ROPER: Then you set man's law above God's! MORE: No, far below; but let me draw your attention to a fact I'm not God. The currents and eddies of right and wrong, which you find such plain sailing, I can't navigate. I'm no voyager. But in the thickets of law, oh, there I'm a forester. I doubt if there's a man alive who could follow me there, thank God... ALICE: (Exasperated, pointing after Rich) While you talk, he's gone! MORE: And go he should, if he was the Devil himself, until he broke the law! ROPER: So now you'd give the Devil benefit of law! MORE: Yes. What would you do? Cut a great road through the law to get after the Devil? ROPER: I'd cut down every law in England to do that! MORE: (Roused and excited) Oh? (Advances on Roper) And when the last law was down, and the Devil turned round on you where would you hide, Roper, the laws being flat? (He leaves *1257 him) This country's planted thick with laws from coast to coast man's laws, not God's and if you cut them down and you're just the man to do it d'you really think you would stand upright in the winds that would blow then? (Quietly) Yes, I'd give the Devil benefit of law, for my own safety's sake. ROPER: I have long suspected this; this is the golden calf; the law's your god. MORE: (Wearily) Oh, Roper, you're a fool, God's my god... (Rather bitterly) But I find him rather too (Very bitterly) subtle... I don't know where he is nor what he wants. ROPER: My God wants service, to the end and unremitting; nothing else! MORE: (Dryly) Are you sure that's God! He sounds like Moloch. But indeed it may be God And whoever hunts for me, Roper, God or Devil, will find me hiding in the thickets of the law! And I'll hide my daughter with me! Not hoist her up the mainmast of your seagoing principles! They put about too nimbly! (Exit More. They all look after him). Pgs. 65-67, A MAN FOR ALL SEASONS A Play in Two Acts, Robert Bolt, Random House, New York, 1960. Linley E. Pearson, Atty. Gen. of Indiana, Indianapolis, for defendants. Childs v. Duckworth, 509 F. Supp. 1254, 1256 (N.D. Ind. 1981) aff'd, 705 F.2d 915 (7th Cir. 1983)

  4. "Meanwhile small- and mid-size firms are getting squeezed and likely will not survive unless they become a boutique firm." I've been a business attorney in small, and now mid-size firm for over 30 years, and for over 30 years legal consultants have been preaching this exact same mantra of impending doom for small and mid-sized firms -- verbatim. This claim apparently helps them gin up merger opportunities from smaller firms who become convinced that they need to become larger overnight. The claim that large corporations are interested in cost-saving and efficiency has likewise been preached for decades, and is likewise bunk. If large corporations had any real interest in saving money they wouldn't use large law firms whose rates are substantially higher than those of high-quality mid-sized firms.

  5. The family is the foundation of all human government. That is the Grand Design. Modern governments throw off this Design and make bureaucratic war against the family, as does Hollywood and cultural elitists such as third wave feminists. Since WWII we have been on a ship of fools that way, with both the elite and government and their social engineering hacks relentlessly attacking the very foundation of social order. And their success? See it in the streets of Fergusson, on the food stamp doles (mostly broken families)and in the above article. Reject the Grand Design for true social function, enter the Glorious State to manage social dysfunction. Our Brave New World will be a prison camp, and we will welcome it as the only way to manage given the anarchy without it.

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