|This article is based on my presentation at the PILMMA Summit in Chicago in July. You can get a copy of the slides I presented at the bottom of this article.
Let me share what I’ve learned since I started blogging 10 years ago. Using the tactics I am about to describe, my blog at Larrybodine.com has gotten 1.2 million visits. When I was editor in chief of Lawyers.com we built the traffic up to 4 million visits and 7 million page views per year.
It’s true that the more you blog, the more clients you will get. A law firm website should be updated 2-3 times per week with articles running 300-400 words long.
We all know that the #1 way that consumers search for a lawyer is on the Internet, and a Hinge survey proved that this was true. However lawyers focus at the wrong part of the sales process — trying to increase the number of leads and visitors they get with PPC and SEO techniques. Instead you would be smarter to pay attention to the prospects and visitors who already come to the site, and turn them into clients.
For starters, law firms must have five visitor conversion basics in place:
• A chat feature to talk to clients live.
• An online form to contact the form.
• A toll free number displayed at the top of the page.
• Videos about settlements and verdicts.
• Lawyer bios that discuss client service, that is, how well you explain legal options to clients. Read more
We have already established the benefits the necessity of making full use of a free LinkedIn profile here. Clients can learn more about your firm and you are establishing yourself as an authority.
Are there other benefits? Of course, maintaining a comprehensive LinkedIn presence has SEO benefits. Should a Lawyer have an existing name brand, LinkedIn profiles can take up valuable real estate in first page of organic results in Google.
Why Is This Important?
Your personal brand is extremely valuable once established. If there are potential clients typing your name as a keyword in Google, the last thing you want is to have a competitor’s listing take up first page real estate.
When executed properly, your LinkedIn profile should rank well. Take a look at what happens when you search for Lawyer.com’s CEO, Gerald Gorman. Right below his website bio is his LinkedIn.
What should a Lawyer do on LinkedIn?
Besides filling out all of your biographical information, it may make sense to create a page for your firm. This is dependent on the size of your firm. Check out an example of the Lawyer.com company page.
LinkedIn also serves as a great tool to network. Join the Lawyer.com Legal Marketing Group and connect with Lawyer.com’s CEO, Gerald Gorman.
If you have any questions about how to best optimize your LinkedIn profile, feel free to contact firstname.lastname@example.org or call 800-820-0900.