Answering Legal Surveys The Experts On Legal Marketing

We’ve reached the final leg of 2021, and chances are you’re already starting to make plans for how your firm will be successful in the new year (or at least you should be). With that in mind, it seemed like a great time to check in with some of our expert friends from around the legal community, and get their thoughts on the state of the industry and what lawyers will need to do to see their practices grow in 2022.

Fortunately, our expert friends had a ton of great insight to provide, and we’ll be sharing their feedback in a three-part blog series called, “Answering Legal Surveys The Experts”. This survey series will cover questions related to Legal Marketing, Law Office Management and The Future Of Law. In this edition of the series, you’ll see answers from the 12 legal marketing questions included in our survey.

Here's our list of featured experts:

• Alex Valencia - We Do Web Content

• Amy Juers - Edge Marketing

• Annette Choti - Law Quill

• Doug Brown - Summit Success

• Kara Prior - James Publishing & Marketing Amplifier

• Matt Starosciak - Proven Law Marketing

• Michelle Calcote King - Reputation Ink

• Phil Pascal - Southwest Legal Marketing

• Zeynep Goral - ZG Creative Agency

Now, let’s dive into the survey results!

1 - What’s the biggest thing that’s changed about legal marketing since the beginning of the COVID-19 pandemic?

Matt Starosciak: I would think face-face-face initial consultations, although for many of my firms, those were significantly declining in number pre-COVID.

Kara Prior: Both one-to-one and one-to-many communication of benefits have been delivered virtually far more than in-person.

Amy Juers: Face-to-face meetings, conferences and events ceased or went virtual. This required us to shift our marketing to a virtual environment. It became harder to get people to engage. A lot of business is built through meetings and trust is gained by looking someone in the eye and shaking their hand. While virtual meetings weren’t optimal, they became the norm. The shift in delivery was necessary. Secondarily to the shift to virtual, we helped a good number of our clients develop digital ad campaigns to help drive traffic to websites and increase service inquiries.

Doug Brown: The loss of the “natural flow” of referrals that came from being face-to-face with others is the biggest change in legal marketing since the pandemic. These changes are sticking after restrictions are lifted. The fix is to be much more intentional and systematic about relationships and marketing - especially in identifying and attracting A-Level clients. Those who do will continue to have busy and profitable practices.

Annette Choti: Law firms that have procrastinated or never considered online marketing, content marketing on their website, or social media began to take a serious look into how their legal marketing could bring them close to potential clients, and showcase their expertise and legal services.

Michelle Calcote King: The COVID-19 pandemic pushed law firms to communicate digitally and produce thought leadership content on a scale not seen before. Without the ability to meet clients in person and attend networking events and conferences, law firms instead found success with blogs, articles, email alerts, webinars, Zoom meetings, podcasts and social media. Just as they learned that lawyers could work remotely successfully, they learned that they could remain visible and top of mind with prospective clients, nurture relationships and grow their practices through digital tactics.

Phil Pascal: Most lawyers understand the importance of SEO moving forward, and I think more and more legal professionals are starting to realize how vital digital marketing is as a whole. To be honest, a lot of marketers don’t fully grasp digital marketing as it relates to law firms as most State Bar Associations have restrictions on how lawyers can advertise.

Zeynep Goral: It's been incredible to see the lawyers who are embracing new media and making amazing content on websites like LinkedIn and even TikTok. They’re growing their businesses by making posts and videos that are genuine, relatable, vulnerable, even silly and fun. The pandemic allowed (or forced) the legal field to become just a little less buttoned-up and formal. It’s nice to see more and more lawyers embrace the human side of marketing and business development.

2 - What should lawyers be doing with their marketing that will help them attract clients they actually want to work with?

Doug Brown: The first step is to get really clear on the kinds of clients they actually want in high-definition. This includes the problems you enjoy solving, the people who have those problems, where they gather, and most importantly, your unique connection and value proposition.

Phil Pascal: First and foremost, they should come across as being relatable. Their image should match their personality, they should be very authentic. People can smell a fake a mile away.

Alex Valencia: To attract your ideal clients, start by defining who they are and research the terms they’re using to find your services online. Next, create and publish content to your website that answers your audience’s questions. Make sure your content covers more than the competition’s, follows SEO best practices, and is formatted for mobile searchers.

Amy Juers: Lawyers should develop solid buyer personas. A buyer persona is a representation of an ideal client based on market research and real data about your existing clients. This will help lawyers truly identify their target market. Once their target market is identified, they should determine where and how their ideal buyers typically get information about legal services. Then, a comprehensive marketing and public relations plan should be implemented so that when clients that they want to work for have a need for services, their firm is top of mind. This methodology is much more effective than a “spray and pray” approach to marketing.

Michelle Calcote King: Consistent, high-quality thought leadership is the number-one strategy that achieves results in legal marketing. Lawyers must consistently produce content in their “sweet spot,” which is the intersection of the lawyers’ expertise and their clients’ interests and needs. The vast majority of people turn to Google when seeking legal information, and Google rewards relevant, consistent and high-quality content.

Kara Prior: Content that details the lawyer’s approach, and distinguishes it from the competition, will help prospective clients make an appropriate choice. Video can be especially helpful in conveying the distinctiveness of the lawyer and his or her approach.

Zeynep Goral: One of the first questions I ask my copywriting clients on our introduction call is for them to list three adjectives they want clients to identify with their law firm. How would they want a client to describe them in a referral? Are they approachable, aggressive, tenacious? Trustworthy, authoritative, empathetic? I use their answers in the type of tone I project in their content. When it comes to knowing your audience, you could throw millions of dollars at your marketing but if you're targeting the wrong people with the wrong message on the wrong platforms, you’re never going to reap the benefits of that investment. This could take market research to get right.

Matt Starosciak: Have a really strong online resume, defined as the information prospective clients see when they Google your name. And then deliver a polished value proposition during the initial consultation that doesn’t come across as bragging but conveys with confidence the reason that prospect should hire your firm.

Annette Choti: Lawyers should consider visiting with a digital marketing expert that specifically focuses on law firms. Content for law firms is different than other businesses. Lawyers have to provide accurate information, showcase expertise, explain things easily to potential clients, appease the Google bots through SEO, and also make sure that they follow Bar Marketing Guidelines. Talking with an experienced digital marketing expert that focuses on law firms can help them understand what their specific next steps should be.

3 - How important is it for law firms to have marketing strategies in place specifically for Spanish speaking prospects?

Phil Pascal: It is very important. The Hispanic community is set to become the number one demographic in the country within the next decade or so. I think that we will see shifts that permeate not only the legal profession but definitely the political world and beyond.

Amy Juers: It is very important to make the firm inclusive of not only Spanish-speaking prospects but people of all nationalities. There is also a big movement to make sure that your marketing communications are diverse and inclusive; meaning that your marketing should aim to speak to a larger audience of potential buyers by looking past preconceived notions of gender, age, race, income, sexuality, language, and religion (among other things). And it should also be accessible to all. Firms that want to be known for being modern are taking diversity, inclusion and accessibility to the next level.

Doug Brown: Law firms need to speak the language of their ideal clients. If you are solving problems for the Spanish community then you absolutely must be configured not only to market, but to operate in the language they use. Remember, you can’t be everything to everyone - and that’s a good thing.

Annette Choti: Every law firm should have an individual marketing strategy. Obviously, an immigration law firm may have a higher need for Spanish-speaking content than a patent/intellectual property law firm. However, estate planning and personal injury law firms are now discovering that providing content in both Spanish and English online only increases their digital footprint and helps them reach more potential clients.

Zeynep Goral: That depends on two factors unique to each law practice. 1) What portion of your target market speaks Spanish? 2) What is your total marketing budget?

I have a client with a fully developed Spanish version of their website – a full-service law firm based in Southern California with an office in Texas, growing into a national focus. Based on their geography alone, their market covers a significant number of Spanish speakers. They offer many services relevant to immigrant communities and workers. This client's website is already well-developed and they have the resources to allocate part of their marketing budget to Spanish translation at the same time that they continue updating their English website. In this case, marketing directly to Spanish-speaking prospects makes a lot of sense.

For other law firms, a bit of market research might be necessary. If you’re on a budget and you have yet to develop your English website at all, that would be a good place to focus your attention first unless Spanish speakers make up a large proportion of your prospective clients.

4 - Are Facebook Groups a place where lawyers can consistently find new clients?

Amy Juers: It depends on who their target audience is. If they are selling B2C, then yes, Facebook Groups is a great place to be. Facebook has the most active users out of all social media platforms. If the firm’s clients are more business-oriented or B2B, then I would recommend not focusing on Facebook. It can still be part of the marketing mix, but I would not lead with Facebook Groups.

Doug Brown: Yes, but only if they are interacting in an appropriate way. All groups have rules and norms of what is acceptable - and the same is true for Facebook. Clients will only hire you if they know you, like you and trust you. Groups are great for that - as long as you’re authentically participating, and not spamming or pitching.

Phil Pascal: I think for the time being, absolutely yes. A lot of people join these groups and ask for advice. The crux of it is this, people in these groups share the same interests and in some cases, the same perspective on life so there’s bound to be a certain level of trust.

Zeynep Goral: The question you want to ask isn't whether Facebook groups are a good place to find clients. The real question is: where do your ideal clients like to hang out? My services target lawyers and I got the greatest success when I started spending more time posting, commenting, and reacting to posts on LinkedIn. Turns out, lawyers love LinkedIn. I’ve gotten more opportunities with less effort through that channel than any other. Depending on the market, your prospective clients may indeed like to hang out on Facebook groups. If you're a business attorney, you may be able to find active Facebook groups for local businesses, business associations, and other industry-related topics. If so, participating in these groups can be extremely helpful – and not just for finding clients.

Annette Choti: Digital marketing is often like a diet. It works if you put in the effort and stick to it. No digital marketing plan is going to work if you do not put forth the time and effort. Facebook groups are excellent places for certain law firms to showcase their expertise, provide value, and answer questions. Again, this ultimately depends on the type of practice that a law firm has. Immigration and estate planning law firms do very well on Facebook, while business lawyers and intellectual property lawyers do well on LinkedIn.

5 - How essential is it for lawyers to be creating videos for their practice?

Kara Prior: Videos are becoming like websites -- they are expected by consumers and their absence is notable.

Michelle Calcote King: Video was important before COVID, but it’s absolutely critical now. One study found that total video creation in 2020 increased 135% over 2019. People are watching, too. Another study found that business prospects spend about 1.5 hours a day watching online video on average. Hiring a lawyer and a law firm is an important decision and video helps convey likeability, credibility and trust. Video also educates and informs in a more engaging way than text, while also establishing a personal connection.

Phil Pascal: I think it is absolutely vital. Creating videos not only allows a lawyer or attorney to display his or her own personality, it’s also a way to create backlinks which in turn helps out SEO for that particular firm website. I strongly urge all of my clients to start a YouTube page ASAP!

Doug Brown: Lawyers who use video well will have a significant competitive advantage. People buy on emotion first and then back it up, or not, with logic. Authentic video is a powerful way to create emotional connection so the prospect feels as if they know you, like you and trust you. Most clients do not need or want highly produced or “slick” videos. They want to know the attorney as a person and that they ‘get’ where the client is coming from. The most powerful video comes from a clearly identified client avatar.

Amy Juers: Video and images get more engagement than just plain text and so for that reason, lawyers should consider creating videos for their practice. The good thing about video nowadays is that it can be done in a little more relaxed environment vs the lights, camera, action approach. The catch-22 of video though is that while the equipment and scenery does not need to be as polished (thanks to social media), the person in the video needs to have a polished delivery or the video can do more harm than good.

Matt Starosciak: Videos certainly have the power to convey messages that simply can’t be done via text, photos, or other avenues. However, the mistake I see most attorneys make is doing really low quality videos… which of course accomplishes exactly the opposite of what the firm wants, which is to impress.

Zeynep Goral: Not many people realize that Google puts a lot of weight on quality YouTube videos. Oftentimes I have clients who cover different aspects of a topic on a video and a blog post. That way, they can link from the video to the blog post and embed the video in their blog post. Add in a quality, keyword-rich video description and your blog post will get a great SEO boost. Video editing can be a pain but apps like TikTok provide quick and easy tools to help make your videos snappy and fun. Otherwise, you can (and should) put some of your marketing budget towards paying for a professional editor. Nothing undercuts the message of a marketing video (or your firm’s professional reputation) more than sloppy or amateur editing.

Annette Choti: Potential clients consume content in different ways. Google rewards diverse content and specifically rewards video content on websites. For those lawyers that are concerned about the cost of hiring an agency to create videos for their law firm, there are other digital marketing agencies (such as Law Quill) that will create videos for blog posts that are done with stock footage - reducing both the cost and the anxiety often associated with being on video personally.

6 - What do law firms need to do to actually get their videos seen?

Doug Brown: If you want your videos to be seen you’re going to have to make a lot of videos. You’re going to have to make it interesting, relevant and actionable. And make an emotional connection. Having a solid promotion strategy and leveraging your network helps. But don’t expect to do just a few and get any kind of traction.

Kara Prior: Optimization, posting, and promotion are as essential for videos as they are for other forms of content.

Annette Choti: As with all online marketing, you can not simply build it and hope that they will come. Having amazing content on your website (written, audio, or video) means nothing if no one knows that it is there. Lawyers need to promote their new articles, podcasts, or videos on social media, through organic conversations, and also potentially through advertising.

Amy Juers: Once the video is posted, they should use all marketing communications tools available to point people in that direction. Social media, email campaigns and digital advertising should be the minimum things that they do to get their videos seen.

Phil Pascal: Talk about trending topics. And explain verdicts to the general public. For example, let’s use the Bill Cosby case. With such a high-profile figure getting released from prison under what may be confusing circumstances to the public, that was an excellent opportunity for any attorney to explain how the legal system actually works.

Zeynep Goral: Just like good SEO blog posts, you'll get more clicks and views on your videos if you:

• Include relevant search terms and keywords in video descriptions and tags (metadata)
• Create attention-grabbing video titles and eye-catching video thumbnails
• Share your videos on other social media platforms and engage with commenters
• Link to your videos and embed them on related pages on your website
• Make a regular schedule of posting, even if it’s just a couple of times per month
• Hire a professional editor to give your videos some polish
• Create quality, informational, and helpful content that people actually want to watch.

7 - Which is a better investment of a lawyer’s time, writing a book or starting a podcast?

Phil Pascal: To be honest, the podcast market and getting traction can be extremely competitive. I do love my clients to do podcasts, but I think a book would be much better.

Doug Brown: Writing the right book, for sure. That’s because the right business book writing coach will make sure you’re focused on a topic and content that is interesting and relevant for your target audience - and that you have a target audience. Our publishing division specializes in this.

Lawyers who are considering podcasting should start by being a guest on other podcasts. There are countless opportunities and you can build a following without having to take on all of the effort of producing your own.

Kara Prior: Lawyers who enjoy writing should gravitate to written marketing and those who enjoy speaking should pursue verbal marketing.

Michelle Calcote King: I think this comes down to personal preferences and style. Books are an incredible way for lawyers to establish credibility and stand out among their peers. However, I would caution against writing a book unless you’re willing to produce something that’s truly unique and valuable. The market is oversaturated with low-quality books that lack fresh perspectives or tangible value. Thus, you must commit to the practice of writing for a long period of time — likely a year or more — to produce something quality enough to make an impact.

While starting a podcast is easier than writing a book, you must commit to it for the long-term and it can be labor intensive. I have not written a book, but I host a podcast, so I can speak better to the benefits of podcasting. By hosting a podcast, you are continually meeting new people in your industry or area of the law who may become referral sources, advocates, partners or clients. Podcasting expands your professional network in a way that no other tactic can. In addition, you are feeding Google what it wants on a regular basis — fresh, new, consistent content.

Matt Starosciak: A podcast for sure. Unless the lawyer is really boring, monotone, and has a voice that could be used as a sleep aid.

Amy Juers: People have become accustomed to getting information in bite-sized pieces. If a lawyer came to me and said she was debating on writing a book or starting a podcast, I would recommend the podcast. A podcast, depending on its length, could then serve as a chapter in a book! Books can take a year or years to write and get published. Sometimes the information will become outdated. Podcasts allow you to address updates, issues, changes in real-time.

Annette Choti: Both. In all honesty, writing a book can be done with the help of a virtual assistant. Starting a podcast can also be done with a team of virtual assistants. If I were to advise a law firm regarding this matter, I would say create a podcast, and then after 20 to 30 episodes, take that content and make it into an E-book or a written book. This is a great way to actually repurpose content that you have already created.

Zeynep Goral: If you're just starting out, the best investment for your time is quality web content. That means strong, keyword-optimized practice area pages and blog posts relevant to your firm… A podcast is the next best option but works best together with an active website and blog. You can multiply the effect by linking keyword-optimized blog posts with podcast episodes that go deeper into the topic. After all, you want to be able to direct your listeners to your website for more information about you. This is where you can convert prospects into actual clients.

8 - What is the biggest mistake law firms make when it comes to PPC advertising?

Doug Brown: Not being very clearly focused on speaking to a specific customer avatar in the customer’s language.

Matt Starosciak: Hiring a vendor that says they will do keyword research at the beginning. If they don’t know that by now, they’re the wrong vendor. Also, not reviewing the Search Terms Report each month to see how much of their budget is being wasted on irrelevant clicks.

Phil Pascal: One of the most common mistakes I see is law firms chasing “personal injury or car accident” keywords. I believe the national average for Google Adwords for personal injury is around $283 per click. Depending on your law firm marketing budget, it may not be the most feasible option. Especially when there are more cost effective ways to market such as Connected TV, OTT and geo targeted ads as well at your disposal.

Amy Juers: Doing it just to do it and not applying a deep strategy to their advertising budget. The biggest complaint I hear from clients is that it doesn’t work. It works, you just have to put the right budget and strategy in place. I think also if you are not able or willing to spend at least $2,000 a month on PPC that you should focus more on organic SEO tactics vs PPC.

Annette Choti: The biggest mistake law firms make when it comes to PPC advertising is thinking that they need it. Most people find a lawyer through Google reviews or referrals from their network. Lawyers should spend the majority of their time building up great Google reviews, a fantastic Google My Business profile, and networking and providing value on their social media platforms and through organic connections and conversations.

Zeynep Goral: The absolute greatest mistake I see law firms make with pay-per-click advertising is failing to create specific, conversion-focused landing pages for their ads. Every time I see this happen it breaks my heart a little bit. These law firms are just throwing away so much money by linking their ads to regular pages like their practice area pages or even worse – the front page of their website. Do not do this!

9 - What’s your best local SEO tip for attorneys?

Amy Juers: Complete and keep updated all aspects of Google My Business.

Zeynep Goral: One trick in Google My Business is to geo-tag photographs in various locations around your city. You could post photographs of your office, your staff, your attorneys at the courthouse, picking up coffee from a nearby coffee shop, or even photos from law firm events and milestones. Whenever someone searches for keywords related to your website near those geo-tagged locations, your business becomes more likely to pop up because of the photos.

Phil Pascal: Please make sure that your website is constantly updated for SEO. And put out a lot of content such as videos. It really makes my job as a digital marketer a lot easier.

Annette Choti: The best local SEO tip for attorneys is to gain as many 5-star reviews as possible. Here is a quick ninja trick that I teach to lawyers. While you can never compensate someone for leaving a review, you CAN COMPENSATE AND INCENTIVIZE YOUR STAFF to always ask your clients as they are in the waiting room or on the phone to leave a review. If they get that review for you while the person is on the phone waiting, or in the waiting room, give them a gift card to Panera Bread or Target. It's a win-win-win for everyone.

Doug Brown: Find an expert who can prove success with attorneys in your market. Do not accept general answers or excuses for not being able to prove effectiveness.

10 - What are some things lawyers can do to make their firms more newsworthy and more likely to be covered by their local media?

Alex Valencia: Law firms can make the news when they give back and get involved in their communities. Some ideas include giving away bike helmets at a local fair, gifting backpacks and supplies at a beach-to-school event, or sponsoring a local high school’s football team.

Doug Brown: Engage authentically in their community at all levels in areas where participating attorneys and staff have genuine passion and interest. Share stories focused on the good the people are doing - not as self promotion. Engage a competent publicist who has established media relationships and can take stories and craft newsworthy stories that are ready to publish.

Phil Pascal: Be more involved in the community. Just general branding and making sure your name is out there. The holidays are around the corner. There are literally thousands of things that you can do to enhance your brand. And my company can help.

Annette Choti: Consider getting on the HARO list and checking it every day. Help A Reporter Out (HARO) is a free email that comes twice a day to your inbox that lists all of the requests that reporters need regarding expert opinions, interviews, or quotes. It’s completely easy to participate in, and you only answer those reporters that directly need your expertise.

Amy Juers: Hire a PR agency that not only understands how local media works but also has relationships with the local media. That will be the quickest way to get the results you want.

Michelle Calcote King: Local media outlets are looking for stories that impact their local coverage area. Thus, if you are filing a case that will impact your local community, that’s an obvious opportunity for local media coverage. A good example is when the Lamothe Law Firm filed the first child sexual abuse claims under Louisiana’s House Bill 492. The case got wide local media attention, as the new law provides a three-year window for victims of child sexual and physical abuse in Louisiana to file claims, even if the statute of limitations has expired.

If you don’t have anything newsworthy happening, you can create something of value that’s tied to your firm’s work. A great example of this is a law firm in my home city, Farah & Farah, which offered to pay for free Uber rides on New Year’s Eve.

You can also offer to serve as a source to the media to explain legal trends and issues. Employment lawyer Joyce Smithey is regularly featured in the local Maryland media commenting on employment issues. For example, she was recently on WMAR ABC to provide insight on The Department of Labor's Occupational Safety and Health Administration (OSHA)’s rule requiring all employers with 100 or more employees to ensure their workforce is fully vaccinated or tested for COVID-19 on a weekly basis.

11 - What’s a low-cost marketing strategy you don’t see enough lawyers taking advantage of?

Alex Valencia: More lawyers should take advantage of content marketing. It’s the most cost-effective way to increase your law firm’s online visibility (when compared to traditional and pay-per-click advertising). The key to publishing great content, however, is to develop a content strategy first.

Zeynep Goral: SEO (search engine optimized) content remains the most underestimated avenue for lawyers to market their business and develop their client base. Unlike paid ads that stop working for you as soon as you stop paying, content marketing continues to work for you over time. Every good piece of content I put out for my clients is an asset that will continue to grow their website’s authority over time. Your website is your online real estate, the public face of your law firm to the world. Good content will always pay off.

Amy Juers: Google should be a top priority and then after that, social media. Use the social media platforms that you know the majority of your potential clients are using.

Annette Choti: Clubhouse. Clubhouse For Lawyers is amazing and huge. I wrote the definitive guide on it that actually is on the 1st page of Google and I feel passionate about this. While it does not work for every practice area, if you are an intellectual property attorney and create a club that will answer business owners and artist questions regarding their trademark or patent questions, you are literally visiting with your perfect demographic that is seeking you out. These relationships can turn into long-term clients, who will then promote you within their community to others. Clubhouse is absolutely not a “flash in the pan” social platform, but is an amazing way to have lawyers connect with their target demographic for free.

Doug Brown: Three free marketing strategies that we teach are networking, outreach and expert positioning. Few lawyers really know how to take advantage of any of these effectively because they are not sufficiently clear on the problems they are solving, the clients they are seeking or the transformation they deliver for clients. They are stuck in lawyer-speak that isn’t actionable or doesn’t land with potential clients or referral sources.

Kara Prior: Niche funnels. Lawyers should create landing pages, lead magnets, thank-you pages, and nurturing series dedicated to sub-niches they want to enlarge.

12 - What are the key questions lawyers need to be asking when meeting with marketing agencies for the first time?

Amy Juers: First do a conflict of interest check. Then, ask about their experience specifically in helping law firms market successfully. Ask for references too!

Matt Starosciak: How many law firms do you currently work with? What are the specific strategies you would recommend based on our practice areas and location/market? Why aren’t we spending more time discussing goals and expectations?

Doug Brown: Lawyers need to be asking for evidence of the results that marketing agencies have achieved for other law firms. It isn’t about views, likes, impressions or shares. It is about qualified leads and close percentages. They should also see how the agency will be able to help them test and refine their messaging for maximum effect.

Alex Valencia: You’ll want to ask the following critical questions during your initial meetings with potential marketing agencies: How will you track KPIs? How will you track our leads? How will we know when our phone calls originate from our website? How much content will we have to develop?

Zeynep Goral: When meeting with a marketing agency, always ask how they're going to evaluate the performance of your marketing campaign. You should get updates on a regular basis – for PPC advertising this could be daily or weekly, for SEO you should get a report monthly. Your marketing company should be able to set up tracking and analytics to assess how your marketing campaigns perform over time. This could involve total search engine views and clickthrough reports, Google Analytics goals, or special phone numbers to track conversions.

Kara Prior: Walk me through the work you will be doing on our behalf. What completion targets will be hit? What benefits will I see and when? Give me links to work you have completed for lawyers with practices and regions similar to mine. Give me contact information for three references.

Annette Choti: Most lawyers have post-traumatic stress disorder from dealing with digital marketing agencies, and who could blame them? Too many promises that were never delivered now leave a lawyer with only a smaller bank account and nothing to show for it. Lawyers need to ask a digital marketing agency exactly how the SEO process works, how long it will take to see results (and get honest answers), whether or not they will have the ability to see the keywords, and whether or not they can partner alongside the digital marketing agency to become an active participant in their own digital marketing goals.

Phil Pascal: Any marketer that doesn’t ask you how many clients you can handle a month, I would honestly run away from. My company doesn’t look at law firms as clients but as strategic partners. We love to see our smaller clients grow. And for the larger firms, “ billboard lawyers” as I like to call them; we can help them augment their advertising spend and show them a true return on their investment. In many cases, we can decrease their marketing budget by 20-30% and still deliver equal or better results. And the beauty of digital marketing is this, we can accurately track and analyze the progress of all marketing campaigns.

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