Let Your Clients Find You:

Marketing Your Firm Online

Joshua Lenon Clio
Gyi Tsakalakis AttorneySync
Faces & Names
2
Joshua Lenon
Lawyer in Residence
Clio
Gyi Tsakalakis
SEO, SEM, Analytics
AttorneySync
#ClioWeb
Let Your Clients Find You:
Marketing Your Firm Online
Joshua Lenon Clio
Gyi Tsakalakis AttorneySync
Todays Presentation
Shifting Marketing Landscape
Rules Affecting Lawyers Advertising
Online
Creating a Digital Presence
Questions
Guest Panelist: Big Data in Practice
Questions
SHIFTING MARKETING
LANDSCAPE
Traditional Lawyer Advertising
Lawyer Advertising
Lawyers have always been
regulated when advertising.
Florida Advertising Rules
Floridas lawyer advertising rules apply to all
forms of communication seeking legal
employment in any print or electronic forum,
including but not limited to newspapers,
magazines, brochures, flyers, television,
radio, direct mail, electronic mail, and
Internet, including banners, pop-ups,
websites, social networking, and video
sharing media.
Rule 4-7.11(a)
Florida Advertising Rules
Required Content:
Name of Lawyer or Firm
Location of Practice
Referrals Disclosed
Other Disclosures
Rules 4-7.12-13
Florida Advertising Rules
Television, radio, print, and Internet
advertisements must be filed for review with the
bar at its headquarters address at least 20 days
before their first use.

Each filing costs $150.

Any change to wording, illustrations,
photographs, typographical marks, layout, or
color scheme requires a new filing.
Rule 4-7.19(a)
Florida Advertising Rules
Lawyer & law firm websites
are exempt from
the filing requirement
Rule 4-7.20(g)
57% of people seeking an
attorney used online sources.
Source: Attorney Selection Research Study,
conducted by The Research Intelligence Group (TRiG)
Traffic to law firm website
home pages is down almost
20 percent in the last year.
Source: Are Law Firm Websites Evolving or Dying,
Above the Law, June 04, 2014
Only 39 percent of law firm
traffic now enters through
the home page
Source: The Disappearing Homepage, Great Jakes,
February 19, 2014
Clients are coming to law firm
websites via
sideways surfing
RULES AFFECTING LAWYERS
ADVERTISING ONLINE
Model Rules of
Professional Conduct
7.1 - Communication Concerning a
Lawyer's Services
7.2 - Advertising
7.3 - Direct Contact with Prospective
Clients
7.1 - Communication Concerning a
Lawyer's Services
A lawyer shall not make a false or
misleading communication about the lawyer
or the lawyer's services.

Applies to Rule 7.2 Advertising
Must distinguish past results from future
cases

7.2 - Advertising
May advertise services through public
media, communications not involving in
person contact
Pay the reasonable costs of
advertisements or communications
Any communication made pursuant to this
rule shall include the name at least one
lawyer responsible for its content.
7.3 - Solicitation of Clients
A lawyer shall not by in-person, live
telephone or real-time electronic contact
solicit professional employment when a
significant motive for the lawyer's doing so
is the lawyer's pecuniary gain.
States Rules
Differentiate between Communications &
Non-communications
Disclaimers for previous results
Record retention for communications
versus content
Contact information requirements

CREATING A DIGITAL
PRESENCE
LET YOUR CLIENTS FIND YOU
How do people find and hire
lawyers like you?
25
Friends, Lawyers & the Web
26
http://blumenthals.com/blog/2012/12/04/consumer-survey-where-do-clients-find-specialty-lawyers-not-at-facebook/
Friends, Lawyers & the Web
27
http://blumenthals.com/blog/2012/12/04/consumer-survey-where-do-clients-find-specialty-lawyers-not-at-facebook/
28
Photo by Juliana Coutinho - Creative Commons Attribution License https://www.flickr.com/photos/10217810@N05
29
Friends, Lawyers & the Web
30
http://blumenthals.com/blog/2012/12/04/consumer-survey-where-do-clients-find-specialty-lawyers-not-at-facebook/
31
Friends, Lawyers & the Web
32
http://blumenthals.com/blog/2012/12/04/consumer-survey-where-do-clients-find-specialty-lawyers-not-at-facebook/
33
34
http://www.attorneysync.com/blog/mega-ish-serp-lawyers/

Many ways
to help
people find
you in
search.
35
Paid search
advertisements
(PPC, SEM,
AdWords)

YOU PAY
GOOGLE
36
Local business
listings.

Automatically
generated from
local search
ranking factors.
37
Traditional organic
search results (SEO,
natural results,
algorithmic)

Automatically
generated from
over 200 ranking
factors.
38
How do I help
people find me?
39
Who are these people?
40
41
http://moz.com/blog/inbound-marketing-is-taking-off
42
43
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GOOGLE WEBMASTER
GUIDELINES
https://support.google.com/webmasters/answer/35769
FOR THE ROBOTS
45
Authorship (headshot in search results):
https://plus.google.com/authorship

46
FOR THE ROBOTS
Publisher (information box):
https://support.google.com/answer/4569085/

47
FOR THE ROBOTS
Rich Snippets (reviews, video, events, etc):
https://support.google.com/webmasters/answer/99170/

48
FOR THE ROBOTS
Schema (the future):
http://www.attorneysync.com/blog/google-supports-attorney-schema/

49
FOR THE ROBOTS
www.google.com/webmasters/tools/richsnippets/

Learn SEO
50
http://moz.com/beginners-guide-to-seo/

https://support.google.com/webmasters/answer/35291/

Web Presence HELP
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HTTP://NIFTYLAW.COM/
Friends, Lawyers & the Web
54
http://blumenthals.com/blog/2012/12/04/consumer-survey-where-do-clients-find-specialty-lawyers-not-at-facebook/
Elsewhere on the Web
Getting found other places online.
55
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Friends, Lawyers & the Web
56
http://blumenthals.com/blog/2012/12/04/consumer-survey-where-do-clients-find-specialty-lawyers-not-at-facebook/
Social Networks
The new ask a friend.
57
http://online.wsj.com/articles/companies-alter-social-media-strategies-1403499658

QUESTIONS
Thank You
Joshua Lenon
Lawyer in Residence
Clio
joshua@goclio.com
@JoshuaLenon
Linkedin.com/in/joshualenon


Gyi Tsakalakis
SEO, SEM, Analytics
AttorneySync
gt@attorneysync.com
@GyiTsakalakis
Linkedin.com/in/gyitsakalakis