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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. Call it unauthorized law if you must, a regulatory wrong, but it was fraud and theft well beyond that, a seeming crime! "In three specific cases, the hearing officer found that Westerfield did little to no work for her clients but only issued a partial refund or no refund at all." That is theft by deception, folks. "In its decision to suspend Westerfield, the Supreme Court noted that she already had a long disciplinary history dating back to 1996 and had previously been suspended in 2004 and indefinitely suspended in 2005. She was reinstated in 2009 after finally giving the commission a response to the grievance for which she was suspended in 2004." WOW -- was the Indiana Supreme Court complicit in her fraud? Talk about being on notice of a real bad actor .... "Further, the justices noted that during her testimony, Westerfield was “disingenuous and evasive” about her relationship with Tope and attempted to distance herself from him. They also wrote that other aggravating factors existed in Westerfield’s case, such as her lack of remorse." WOW, and yet she only got 18 months on the bench, and if she shows up and cries for them in a year and a half, and pays money to JLAP for group therapy ... back in to ride roughshod over hapless clients (or are they "marks") once again! Aint Hoosier lawyering a great money making adventure!!! Just live for the bucks, even if filthy lucre, and come out a-ok. ME on the other hand??? Lifetime banishment for blowing the whistle on unconstitutional governance. Yes, had I ripped off clients or had ANY disciplinary history for doing that I would have fared better, most likely, as that it would have revealed me motivated by Mammon and not Faith. Check it out if you doubt my reading of this, compare and contrast the above 18 months with my lifetime banishment from court, see appendix for Bar Examiners report which the ISC adopted without substantive review: https://www.scribd.com/doc/299040839/2016Petitionforcert-to-SCOTUS

  2. Wow, over a quarter million dollars? That is a a lot of commissary money! Over what time frame? Years I would guess. Anyone ever try to blow the whistle? Probably not, since most Hoosiers who take notice of such things realize that Hoosier whistleblowers are almost always pilloried. If someone did blow the whistle, they were likely fired. The persecution of whistleblowers is a sure sign of far too much government corruption. Details of my own personal experience at the top of Hoosier governance available upon request ... maybe a "fake news" media outlet will have the courage to tell the stories of Hoosier whistleblowers that the "real" Hoosier media (cough) will not deign to touch. (They are part of the problem.)

  3. So if I am reading it right, only if and when African American college students agree to receive checks labeling them as "Negroes" do they receive aid from the UNCF or the Quaker's Educational Fund? In other words, to borrow from the Indiana Appellate Court, "the [nonprofit] supposed to be [their] advocate, refers to [students] in a racially offensive manner. While there is no evidence that [the nonprofits] intended harm to [African American students], the harm was nonetheless inflicted. [Black students are] presented to [academia and future employers] in a racially offensive manner. For these reasons, [such] performance [is] deficient and also prejudice[ial]." Maybe even DEPLORABLE???

  4. I'm the poor soul who spent over 10 years in prison with many many other prisoners trying to kill me for being charged with a sex offense THAT I DID NOT COMMIT i was in jail for a battery charge for helping a friend leave a boyfriend who beat her I've been saying for over 28 years that i did not and would never hurt a child like that mine or anybody's child but NOBODY wants to believe that i might not be guilty of this horrible crime or think that when i say that ALL the paperwork concerning my conviction has strangely DISAPPEARED or even when the long beach judge re-sentenced me over 14 months on a already filed plea bargain out of another districts court then had it filed under a fake name so i could not find while trying to fight my conviction on appeal in a nut shell people are ALWAYS quick to believe the worst about some one well I DID NOT HURT ANY CHILD EVER IN MY LIFE AND HAVE SAID THIS FOR ALMOST 30 YEARS please if anybody can me get some kind of justice it would be greatly appreciated respectfully written wrongly accused Brian Valenti

  5. A high ranking Indiana supreme Court operative caught red handed leading a group using the uber offensive N word! She must denounce or be denounced! (Or not since she is an insider ... rules do not apply to them). Evidence here: http://m.indianacompanies.us/friends-educational-fund-for-negroes.364110.company.v2#top_info

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