Internet Marketing for Lawyers – Advice That Counts

Lawyers face the same challenges any business does. In order to get new business they must market their services, i.e., advertise. And lawyers deal with the same marketing and advertising challenge every business does – how to beat the competition. Plus lawyers have to assume that any Internet or non-Internet marketing or advertising they do may well produce little or no results for the amount of time and money they spend — regardless of what an outside marketing or advertising advisor may say to the contrary.

Prior to the Internet the main non-Internet marketing option or advertising choice for any lawyer was to advertise in the yellow pages. To this day the print yellow pages contain plenty of colorful, one page display ads that feature lawyers offering their services, and lawyers pay a lot for these ads. How effective these ads are is anyone’s guess — it’s hard for your colored, one page display ad to stand out when you have 20 other lawyers doing the exact same thing! The yellow pages companies, however, continue to promote their marketing and advertising philosophy that “bigger is always better” and “everything we sell is an opportunity,” so they often present a lawyer with a non-Internet marketing and advertising solution that costs plenty but often produces little.

This line of thinking, along with the use of print yellow pages in general, has gone the way of the dinosaur at a very accelerated pace. The yellow pages in print form had their heyday for many decades, but the population now goes to the Internet for the information they seek, so most print directories are collecting dust. A lawyer who advertises in the print yellow pages may well get calls, but they’ll most likely be from vendors using the yellow pages as a cheap source of leads.

The major paid search providers (pay per click search engines) tend to offer lawyers Internet marketing and advertising solutions in a manner similar to the way the yellow pages do with their print directories. “Bigger is always better,” so rather than realistically discuss with a lawyer a pay per click Internet marketing and advertising campaign that makes financial sense and produces a decent ROI, the pay per click providers will tell the lawyer to go for as many top listing keywords (the most expensive) as their budget will permit and bid as high as they can. The lawyer may go broke in the process, but at least they’ll get exposure! Many lawyers get into pay per click as a quick way to get leads but quickly exit a month later after spending lots of money for Internet marketing and advertising results that produce nothing but expense.

While pay per click Internet marketing and advertising is the running favorite of Internet marketing advertisers worldwide, pay per click advertising for a lawyer is usually an extremely expensive proposition for what they get. How much a lawyer is willing to “pay for a lead” takes on a whole new meaning with pay per click. The cost per click for many lawyer related keywords, e.g., “personal injury lawyer,” “criminal defense lawyer,” can range from $5.00 to $70.00 per click depending on the market, and when the typical lawyer’s conversion rate (the number of clicks it takes to generate a lead) of one to two percent is factored in, the lawyer can find themselves paying upwards of $500.00 to $7,000.00 per lead, and a lead is not a client.

Part of the problem lawyers face when they work with pay per click (and this translates directly into poor conversion rates) is that (1) they spend little time creating their pay per click ads and (2) the ads direct traffic to the lawyer’s website. Any Internet marketing professional who knows something about pay per click knows you never send pay per click traffic to a website. Instead you create special pages, i.e., “landing pages” for pay per click traffic to be directed to. The landing pages perform the job of convincing traffic to do what the lawyer requires, which is normally to contact the lawyer via e-mail or by phone.

Legal Internet directories and portals offer the lawyer a potential Internet marketing and advertising option because of their popularity and enhanced Internet visibility. How effective a listing in a legal Internet directory or portal can be for a lawyer in terms of marketing, advertising and Internet exposure will depend upon the particular attributes of the legal Internet directory or portal in question. All things being equal, legal Internet directories or portals that charge a fee to be listed in them make more sense as an Internet marketing and advertising choice than similar sites that offer listings for free. The lawyer has to be particularly careful, however, when they consider advertising in legal Internet directories and portals that “look” like they offer a lot — and a price to go with it — but for whatever reasons simply do not produce enough leads for the amount of Internet marketing and advertising money the lawyer must spend.

Many legal Internet directories and portals exist that have a very strong Internet presence, and they are excellent resource centers for lawyers, but this does not automatically make them good places to advertise. With Internet legal portals especially it’s not how many lawyers the portal attracts but how many people the Internet legal portal attracts who are searching for legal services. People have paid thousands of dollars for advertising in Internet legal portals that have produced nothing in the way of Internet marketing and advertising results. A very wise idea for any lawyer who considers advertising in an Internet legal portal is to get some very accurate user demographics on what kind of specific traffic the Internet legal portal is actually attracting.

What is a lawyer supposed to do? Everywhere the lawyer looks, whether the marketing and advertising media is Internet or non-Internet, considerable financial risk is involved, and a guarantee that the lawyer will get good, solid results for the amount of money they spend is often hard to achieve.

Ultimately the best way for a lawyer to go with Internet marketing and advertising – the way that will ultimately get them the best long term results for the money they spend — is to focus on getting their website to rank high in organic search results. When all things are considered, people on the Internet who search for goods and services mainly search for websites to find their answers. They may look to legal Internet directories and portals, and if they don’t find what they want they may turn to pay per click listings as a last resort (only about 30% to 40% of users bother with pay per click) but ultimately people who search the Internet are looking for websites that provide them with the answers they seek.

If a lawyer is looking for an Internet marketing and advertising solution that doesn’t require being part of the pay per click crowd, the lawyer may want to look into pay per phone call programs. Pay per phone call is like pay per click, but the lawyer does not pay for a call unless they receive one. And the costs for pay per phone call are normally substantially less that what the lawyer will pay for a click in many cases. A smart lawyer may even want to consider getting involved with several pay per phone call providers with the idea that between the providers the lawyer will receive enough leads in the aggregate to make involvement with these programs worth it.

Many of the Internet marketing and advertising solutions that a lawyer chooses to look into must be tried on a case by case basis. Absolutely nothing can be assumed. A pay per click advertising campaign that works extremely well for the lawyer with one search provider might fail miserably with another.

One last thing that a lawyer should be aware of when it comes to the Internet and a website presence is that appearances really do count. Many people have been on the Internet for 10 years and have correspondingly seen websites of all types and styles. People are used to seeing professionally designed websites. The lawyer’s website should be too.

Why Are Divorce Lawyers Required?

What is divorce? It is the legal act performed by married couples to end their marriage. Divorce is the ultimate step that couples take in marriages that have problems. It is not very favorable, but, in situations where it cannot be avoided; it should be handled with utmost care. Divorces are sensitive issues and leave lifelong scars. The main purpose of a divorce is end the marriage altogether. It can become a messy and long drawn process if it is not handled properly.

In the U.S., each state has its own set of laws regarding divorce. Therefore, Oregon too has its own set of laws.

So how does one go about a divorce? It is not a cheap process and requires a strong mind. If children are involved, the situation gets more complicated. The first thing to be done, when filing for divorce, is to get a good lawyer. It is most important that the client is honest with the lawyer, as the more the lawyer knows about the case the better his appeal will be.

Good divorce lawyers are ones that can handle the case in such a manner that the damage to the people involved is minimal.

Some points are to be kept in mind while appointing a divorce lawyer:

1. It is recommended that a person should consult at least three lawyers before finally choosing one.

2. A good and experienced divorce lawyer should be able to answer any query the client may have regarding divorce proceedings.

3. He should have a good idea of the local laws of divorce.

4. He should be up to date with the recent changes in the law.

5. The fees of the lawyer are another important factor to be kept in mind. Generally the more complicated the case, the higher the fee is.

6. He should not forget that the way in which he handles the case affects the emotions of the people involved.

The other areas that have to be taken care of while filing for a divorce are the custody of the children and the terms of child support. This is one of the most difficult parts, trying to decide what is best for the child. A good lawyer will be able to suggest a path that is beneficial to both parties.

[Top]

Stress, Anxiety, and Substance Abuse as a Cause of Impairment in Lawyers

“One of every four lawyers suffers from stress, and out of 105 occupations, lawyers rank first in depression. In addition, a disproportionate number of lawyers commit suicide. These are some of the troubling conclusions that can be found in various studies of addiction and depression.” Reports Robert Stein, ABA Executive Director, in the June 2005 issue of the ABA Journal.

The costs of stress, alcoholism, and drug abuse is very high for the legal profession. The American Bar Association and all state bar associations have provided “lawyer assistance programs” that can help to treat “impaired” lawyers. Most of these programs also address the issues of clinical depression and disorders related to gambling, sex, and eating.

If you do not realize the significance of this troubling situation, consider being represented in your important legal matters by an impaired attorney. It could cost you thousands of dollars or even your freedom if you or your interests are not protected by competent legal professionals. In the state of California, there is a requirement for Continuing Legal Education (CLE’s) which includes a minimum of 1 hour every 3 years on stress management or substance abuse for all licensed, practicing lawyers to maintain their license to practice law.

The practice of law is inherently stressful. Much of the time lawyers find themselves battling with other legal professionals for their clients best interests. Trail lawyers must think quickly and communicate with precision and skill in the courtroom. Corporate lawyers must be concerned with legal details that require focused attention and great care. The competition to be successful as an attorney can lead to stress, anxiety, depression, and substance abuse.

People preparing to become attorneys often struggle with stress in law school and in the multi-day testing that is required to “pass the bar.” The stressful issues that can begin in law school can set up future practicing attorneys for bad habits in coping with the stress and anxiety of the profession. Some law schools offer coursework for life skill management to better prepare their students to be able to perform at the highest level for their clients and for their quality of life.

Because lawyers are trained to be precise and use their cerebral abilities for day to day work, they are often in denial regarding the needs for stress and anxiety management until bad habits are established or symptoms cause significant challenges. Even managing general partners in major law firms have great professional and personal concerns regarding “impairment” within their organizations. An accidental mistake or oversight can open a law firm to their own costly law suits for malpractice. Many concerned managing partners are requiring that their attorneys practice preventive measures to control stress, anxiety, and depression. This can be found in group trainings, EAP’s or individual coaching. Coaching can also offer enhancements to time management, improved communication skills, and long term career planning. An interesting and unexpected benefit to this training and coaching is that this preventive work can actually save lawyers time and energy by helping to minimize the impact of distractions due to stress. This improves performance and can help to increase profitability. Key personnel are important assests and professional coaching or mentoring programs have huge cost benefits.

Everyone, even lawyers, require professional assistance to get through the difficult periods. Lawyers just seem to require more attention as they work to survive, at the highest functioning levels, in the “meat grinder” of their professional life. Most people who know practicing attorneys know that their attorney family members or friends can benefit from a sense of humor and better stress management. In increasing frequency, law firms are using retreats to help de-compress and then get down to business planning.

More information can be found in the article by Robert Stein at
http://www.abanet.org/legalservices/colap/ABAJournal200506_Help.html

[Top]