ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
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Online Marketing for
Law Firms in 2020 &
Beyond
September 24, 2019
shawn@lagrandemarketing.com
1
lagrandemarketing.com/atticus
2
What’s Coming
1) The BIG Idea
2) Websites that Persuade Clients
3) Google Search Results
4) Google My Business & Google Reviews
5) Pay-Per-Click: Essential, Not Evil
6) Amplify and Engage Your Referral Network with an Email Newsletter
3
The BIG Idea in 110 Words
Your online presence has a substantial impact on your firm,
affecting whether both new clients and existing referral sources
will contact you for legal help. Utilizing effective online marketing
strategies will grow your law firm's revenue and profit.
Having success with digital marketing is challenging; it requires
the unique ability to merge timeless marketing principles with the
rapidly evolving digital world. However, by mastering online
marketing, you can give your firm an unfair advantage over your
competitors and capture great clients — before they go
elsewhere.
At LaGrande Marketing, we help law firms leverage the most
sophisticated digital marketing strategies to put you months, if
not years, ahead of your competition.
4
Expert marketing skills gave him a thriving business.
5
2X
Your ability to double revenue from online sources
by mastering the fundamentals of digital marketing.
6
Shawn Leamon
Obsessed with the Internet Since 1995
7
Shawn Leamon
Dreamed of Becoming Johnnie Cochran in 2005
8
Shawn Leamon
As a financial advisor, accidentally became a great digital marketer
9
Our Team
Shawn Beth Shannon Chris
Chief Strategist Strategist Project Manager Paid Ads Specialist
Dallas, Texas Lubbock, Texas Carlisle, Pennsylvania Houston, Texas
Shannon is the project
manager at LaGrande
Marketing. Before joining the
team, she spent 9 years in
As a client of LaGrande Beth has over 12 years of Chris has extensive
consulting providing program
Marketing, you will work marketing experience experience managing Pay-Per-
management support to US
directly with Shawn. We have including web design, graphic Click campaigns since 2002.
government clients. She also
an awesome team who design, social media strategy, He is accomplished in Google
has 15 years of front-line
helps!! project management, email AdWords consulting for
management and customer
marketing, and digital ad interactive agencies and in
support experience in the
placement. Beth enjoys being managing national social
hotel and airline industries.
creative and takes pride in marketing campaigns. Chris
Her career is supported by a
being organized and friendly. has successfully invested over
Master of Public
Administration Degree. $50 million within AdWords.
10Our Team
César Luka Johann Liz
Wordpress Website Conversion Rate Content
Developer Designer Optimization Expert Writer
Lima, Perua Zagreb, Croatia Salzburg, Austria Chicago, IL
César has eight years of Luka likes his work to truly Johann used to be a Liz is has been a legal
experience as a WordPress prove to be a beauty professional frontend and content writer for the past 5
developer and has worked (beautifully written, clean backend software developer years and is committed to
on a variety of WordPress- code) with brains (a smart but in the last years, he has
enhancing the quality and
related projects from theme and useful end-product). He focused on Google Analytics,
and plugin creation to makes our websites look Google Tag Manager, Web clarity of companies' content
speed improvements and awesome. Performance Optimization and portraying their unique
general maintenance. Prior (WPO) and Conversion Rate brand, voice, and mission.
to joining LaGrande Optimization (CRO).
Marketing, César was the
former senior coder of
Mabbly.com and
M4Agency.com.
11What to Look For
✓ Positive Reviews: What do their clients and
in a employees say about them?
Marketing Firm
✓ Proactive Service: Keeps you updated every
week, not just once a month.
✓ Fiduciary Mindset: Treats your money like their
money; maximizes return on investment.
✓ Transparent Pricing without a Contract: You
should have the ability to part ways anytime, not
locked-in for 1-2 years.
✓ You Own the Work: All the content and
analytics belong to you.
Ultimately, you want a firm that cares about
partnering with your firm.
12How to End Up X Pay-Per-Lead Services: 99% of pay-per-lead
services are scams that could cause lasting harm
with a to your firm, rather than help.
Bad Agency
X Growth Awards (Inc. 5000, etc): Fast-growth
does not equate to delivering results for clients —
but it does mean they have a great sales team.
X Too Good to be True Offer: Fuzzy math,
enticing offers, just feels too simple. It’s a scam.
X Failure to Report Results: Many agencies don’t
report or explain what they are doing.
X Proprietary Systems: In the digital world,
everything is open, and “proprietary” systems
have more downsides than benefits.
13Most Law Firms Fail at Intake aka
The Initial Sales Call
Who is answering the phone?
Where marketing
comes into play
Inability to close the sale
is the biggest challenge
many firms face.
14Measure Your Client’s Journey
How many people have How many website How many calls did
seen your firm? visitors do you have? you receive?
Awareness Research Contact
How many people How many clients do How many situations do
booked appointments? you have at a time? you close?
Client Situation
Consultation Resolved
Service
Did they leave a positive review?
Share Experience Forever
152020: Where to Focus Your Efforts
It’s all about Google.
1. Your Website 2. Google 3. Newsletter 4. The Rest
1. Search Results
2. Google My
Business &
Reviews
3. Google Ads
16“Your website should convert
prospects to paying clients. That’s it.”
The Complete Law Firm Guide to Digital Marketing: A 60-Minute Guide to
Owning Your Market and Growing Your Legal Practice in 2020 and Beyond
Page 39
175 “S”s of a Great Website
We believe there are 5 essential factors to having a website
that converts prospects to clients.
1) Simplicity: It should be easy for potential clients to book a
consultation with you and find your office. Further, simplicity
also means it is easy to update and make changes when
necessary.
2) Speed: Your website must load in under 2 seconds.
According to Google, when a website takes more than 3
seconds to load, there's a 32% chance you lose prospects.
Over 5 seconds? The probability a prospect leaves increases
to over 90%.
3) Search Engine Optimized: The proper design, content and
technical factors help ensure your website shows up high in
search results for relevant keywords your prospects are
searching.
4) Security: Your website must have some essential security
features such as an SSL certificate, secure website hosting,
updated plugins, malware scans, firewall protection, daily
backups, and other factors help prevent the risk of hacks or
downtime.
5) Survey: You should be able to track analytics and reporting
on your website via Google Analytics and Facebook Pixel to
measure results and learn the characteristics of your visitors.
18Improve Your Website So That Clients will Call
Is my site user- How do I get Why can’t Will my site get
friendly? more qualified anyone find me hacked?
inquiries? on Google?
1. Professional Website 1. Noticeable Phone No. 1. Keyword Ranking on 1. Site Security (HTTPS)
Design 2. Primary Call To Action Page #1 2. Fast Loading Page Speed
2. Mobile Friendly (CTA) 2. Sitemap & Robots.txt 3. Browser Caching &
3. Relevant Headlines & 3. Testimonials from 3. Keyword Used in Page Compression
Page Copy Clients Title 4. Regular Updates and
4. Images of People in 4. Lead Capture Forms 4. Optimal Page Title Maintenance
Firm 5. Relevant Expertise & Length 5. Nightly backups
5. User Friendly Navigation Trust Badges 5. Meta Descriptions
6. Professional Digital 6. Why Choose You
Branding Page
191 out of 3
of all websites globally use Wordpress.
Wordpress is an easy-to-use and powerful content management
system. It is the gold standard for websites. It is open source, you
own your content, and you’re not locked-in to a marketing agency’s
inferior system.
Source: Wordpress 20Google Search Results
2165%
of local search engine ranking factors are controllable.
Google My Business, reviews, on-page website factors, and
consistent online directory citations serve as the building blocks of
local search.
Source: Moz Local 22Create a Compelling Presence for Potential Clients Looking for Your Firm
23Behind the scenes, website technical enhancements can improve your rankings
(This process is called On-Page Search Engine Optimization)
Source: Search Engine Journal
24You Must Target Relevant Keywords On Your Website
wrongful death lawyer
wrongful death lawyer near me
wrongful death lawyer + [City]
wrongful death lawyer + [Suburb]
wrongful death lawyer + [State]
You should have short individual website pages for each city, town
and suburb relevant to your practice.
25Google My Business & Google Reviews
26Which Firm Do You Think a Potential Client Will Call?
2728
72%
of clients trust online reviews as much as
recommendations from friends and family.
Source: Bright Local 2930% increase
in total firm revenue from just asking clients for
reviews from one LaGrande Marketing client in 2018.
30We Have an Easy System that Collects Client Reviews by Email on Autopilot
31Direct Clients to Your Website Review Page
32Testimonials
“I can't say enough great things about Shawn and his
company. Over the years, I have worked with several
companies and interviewed many more. The level of
professionalism and responsiveness I get from LaGrande
Marketing is so far beyond anything I have experienced up to
this point it makes me wonder if the others are in the same
industry.”
- Client
33Testimonials
“I have worked with Shawn for over 5 years...He and his team
are smart and very organized, particularly with adhering to
goals, making result oriented decisions, and reporting metrics.
Customer service is excellent.”
- Client
34Testimonials
“Shawn Leamon and the staff at LaGrande Marketing are top-
notch professionals that provide quality service for a fair and
reasonable price. We have worked with Shawn for over a year
now and have seen a marked improvement in our marketing
efforts. I would highly recommend the LaGrande team to
anyone looking to quickly and effectively expand their
marketing efforts!”
- Client
35Testimonials
“Shawn Leamon is a pro: easy to talk to, a fantastic listener, a
sound advisor. Not only has he helped me with the ins and
outs of social media marketing, his wealth of knowledge
regarding podcast distribution/marketing/website design has
been a lifesaver. He makes everything look easy with a ready
smile and accessible advice. While getting in touch with some
colleagues can be a challenge, the turnaround time for Shawn
to communicate to an inquiry is truly amazing! Cannot
recommend Shawn highly enough. You will not be
disappointed. ”
- Client
36Reviews
"Whatever your team is doing is working. Since you started 6
months ago, the phone has been ringing off the hook, and
we’re at the top of Google searches. LaGrande Marketing has
delivered."
- Client
37Reviews
"Shawn has been excellent! He is extremely communicative
and responsive. Working with Shawn has been a significant
improvement when compared to my work with previous
marketing companies. I feel like I am working with a pro who
is part of my own team. I am so thankful to be working with
Shawn and only wish I had found him sooner!"
- Client
38Reviews
"Shawn Leamon and the staff at LaGrande Marketing are top-
notch professionals that provide quality service for a fair and
reasonable price. We have worked with Shawn for over a year
now and have seen a marked improvement in our marketing
efforts. I would highly recommend the LaGrande team to
anyone looking to quickly and effectively expand their
marketing efforts!"
- Client
39Pay-Per-Click: Essential, Not Evil
Google Ads
40Don’t Get Outranked by Your
Competition’s Ads
You can do everything right from from an “organic” search engine
optimization perspective, and your competitors can still outrank you.
Google Ad
Google Ad
Google Ad
Google Ad
Organic
Results
41Pick the Most Profitable Search Keywords
42Reach Clients in Your Most Profitable Neighborhoods
Location: Choose cities, states, zip codes, addresses, etc.
Net Worth: Segment people by income
Interest: Reach those who are actively looking at relevant legal issues
Gender: Target only men, only women, or both
43We Help You Track Which Keywords are Driving Qualified Clients
Source: CallRail
44Amplify and Engage Your Referral
Network with an Email Newsletter
45Your Firm Should have an Email Newsletter
It can help you to:
1. Scale your referral network. By reaching out to new referrals and keeping
in touch with old ones, you will increase the chances of being referred to as
a preferred law firm.
2. Increase “top of mind” awareness. Certain brands and companies stick out
at the “top of” our mind because they are personable or notable. Sending
out a newsletter can further clients’ awareness of your firm and create
memorable messages that will make them think of you in times when they -
or someone they know - need a lawyer.
3. Humanize your law firm. Share your company culture with your network by
letting them look into daily life at the office or specific accomplishments you
have recently achieved. Storytelling through newsletters is a prime way to
build connections and familiarity.
46Types of Content to Share
47Timeline
Month 1: Month 2: Month 3+:
Onboarding & Get to Know Execute Marketing Test, Optimize,
the Firm Campaigns Improve
Complete Client Kickoff Survey Asset Creation for Ads Launch Online Marketing Campaign
(Photography, Design, Videography, etc)
Setup and Access Online Accounts Revise Assets for Ads
Social Media Post Creation & Scheduling
Keyword Research Create Fresh Social Content & Assets
Prospective Client Research Create Key Audiences for Ads Social Media Management
Setup Review System Launch Search Engine Optimization Campaigns Revise Keyword Strategy As Needed
Website SEO Audit Continue SEO Optimization
Setup Online Marketing Campaigns
Website Speed Test Retargeting Strategy
Solicit Client Reviews
Website Enhancement Suggestions Track and Measure Results
Build SEO Strategy Weekly Results Reporting Conversion/Call Tracking
Generate Digital Goals Website Landing Page Optimization Additional Website Enhancements
Suggested Content for Website & Social
Conversion/Call Tracking
Request Client Reviews
Local Keyword Research & Selection
Weekly Results Reporting
Competitor Analysis & Targeting
48lagrandemarketing.com/atticus
49Thank you!
Shawn Leamon
shawn@lagrandemarketing.com
LaGrande Marketing
1808 S Good Latimer Expy
Suite 102
Dallas, TX 75226
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