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LawLytics

Phone: (800) 713- 0161

Email: info@LawLytics.com

Website: www.LawLytics.com

START YOURBUSINESS LAW WEBSITE

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DAN JAFFE, ATTORNEY & LAWLYTICS CEO

● J.D. - 1998

● Admitted in WA & AZ

● 10 years in private law practice

● Built practices in Seattle & Phoenix

● 100+ jury trials to verdict

● Co-founded LawLytics in 2011

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PRESENTERS

Sophia Oliboni, MSTopic: Design

Rachel Chalot, MSW, JDTopic: Content

Victoria Blute, BATopic: Strategy

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BUSINESS LAW: THE OPPORTUNITY● Marketing for business law cases is changing;

● The internet is a great equalizer.

● There are now two paths to success: Effort or budget.

● Getting started is easy and cost-effective.

● There is a lot of money to be made.

The journey of a thousand miles begins with one step.

- Lao Tzu

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THIS BUSINESS LAW WEBINAR SERIES

1. START (today’s topic): Get going the right way.

2. GROW: Build smart.

3. DOMINATE: Take over.

WITHOUT WASTING TIME OR MONEY

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WHO IS THIS SESSION FOR?

● Your law firm practices business law or intends to; and

● You’re starting your website or your website isn’t working; and

● You want it to work; and

● You’re able to invest your time or money to make it work.

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SUMMARY OF TAKEAWAYS

1. Start smart;

2. Don’t overcomplicate;

3. Your participation matters.

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WHAT IS LAWLYTICS?

LawLytics is the leading website system for lawyers who want their marketing to work without wasting time or money.

Unlike full-service marketing companies, our system adapts as the law firm’s needs evolve, so our members don’t overpay.

Unlike do-it-yourself software, our system was built for lawyers, so our members don’t struggle or miss opportunities.

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HOW LAWLYTICS WORKS1. Needs and strategy assessment;

2. Membership registration;

3. Website setup and styling;

4. Content is added;

5. Your website is launched;

6. We train you and help you with strategy;

7. We support and advise you.

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WHY HAVE A WEBSITE FOR A BUSINESS LAW PRACTICE?• Your clients are online and will use the internet to make hiring decisions.

• Referral sources and opposing counsel are validating you online.

• You’re already online anyway, so you need to control your messaging.

• Show you care. Show you know. Show that you’re successful.

There’s no magic trick.

There’s a proven method and a window of opportunity.

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MARKETING ASSETS

Invest in marketing assets, but make sure they are assets you own.

Google: “commoditization of lawyers”

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WHY CREATE HIGH-QUALITY CONTENT?

• Search engines will like it;• Your clients will find it;• They’ll know that you care;• They’ll know that you know;• They’ll trust you; • They’ll be more likely to hire you; • They’ll be easier to manage as clients.

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LAW FIRM SEO

Victoria BluteLawLytics Community Manager

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WHAT IS SEO?

Search Engine Optimization (n.): The process of growing your website’s visibility in organic search engine results.

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HOW SEARCH ENGINES WORK

• Crawling• Indexing• Retrieval

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HOW YOUR PNCs USE SEARCH ENGINES

The fundamental problem with law firm SEO…

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HOW YOUR PNCs USE SEARCH ENGINES• My potential client opens their laptop.

• They go to Google.

• Then, because they need a business attorney in New York, they conduct a search for

“business attorney New York”

• They find my website because I’m a business attorney in New York.

• They contact my law firm.

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HOW TO ATTRACT POTENTIAL CLIENTS

Content.

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Law Firms & The Longtail

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SEO PROVIDER MYTHS

• A promise of quick results

• “We can get you to the top of Google.”

• SEO is complicated or that you won’t have time to learn.

• Special relationships with Google

• There’s a secret to ranking well

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OTHER COMMON SEARCH ENGINE MYTHS

• Keyword meta tags

• More web pages = better ranking

• Overvaluing keywords/keyword stuffing

• Paid search helps organic results

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THE CONTENT PROBLEM...

Will you write it?

Excellent!

Yes

Will you delegate

it?

You need content.

No

Yes

Youneed

content.

No

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ConveySameness

Tell A Compelling

Story

InspireConfidence

EngenderTrust

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YOUR PNC: ABOUT THEM AND THEIR PROBLEMSShow them that:

• You know what you’re talking about. Establish subject matter expertise.

• You’re passionate and interested in them and their problem.

• Their problem is complex and they’ll benefit from your expertise and assistance.

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Maps, Forms, Etc.

StructuralElements

Text Images Video & Audio

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CONTENT: YOUR FIRM’S MARKETING FOUNDATION

Types of Content:

• Blog

• Substantive

• Reputational

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BLOGGING

Why do attorneys need to blog?

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SUBSTANTIVE CONTENT

About you and your firm

• About your firm

• Attorney bios

• Office locations

• Recommendations

• Case results, deal flows, etc

About them and their problem

•Practice area pages

•Detailed law pages

•Local pages

•Questions and answers pages

•Case studies pages

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ABOUT YOUR FIRM

• First person vs. third-person?

• Does it engage?

• Does it set you apart and capture your firm’s USP?

• Does it let PNCs and referral sources get to know your firm?

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YOUR ATTORNEY BIO

The most important page(s) on your site(s).

A powerful business generator.

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HIERARCHY OF POTENTIAL CLIENT NEEDS

They Want To Know How Much You Care

They Want To Know How Enthusiastic You Are

They Want To Know What You’ve Done

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OFFICE LOCATIONS PAGES

• More than just an address and phone number.

• Bring your office to life and make it interesting.

• Add dynamic maps (LawLytics does this for you automatically).

• Add attorneys at each location (Single click in LawLytics).

• Add office location facts. What you do there? Directions, parking, finding the suite, landmarks, etc.

• Add office pictures (internal and external).

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RECOMMENDATIONS

• Write a good lead-in to your recommendations page.

• Explain each recommendation to give it context.

• Consider the order of your recommendations to tell the story your way.

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YOUR CASE RESULTS

• Give each result, deal flow, representative client context.

• Each entry should tell a story that your PNCs and referral sources can relate

to.

• Explain details in both legal and simple terms.

• Add visual elements such as maps, pictures, videos.

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TELL A COMPELLING STORY

The Facts

● Detailed fact patterns that tell a relatable story.

● What was at stake?

● Who (or what) you were fighting for?

● Where did this happen?

The Challenges

● What were the odds?

● What needed to be overcome?

● Who was your opponent?

● How did you prepare?

● Why did you care?

The Result

● How did it improve a person’s life or the world?

● How did it stack the deck in your favor going forward?

● Marry to recommendation when possible.

The Quest

● What heroics or ingenuity did you bring to bear?

● How did your background make you uniquely suited to win?

● Marry to bio when possible (see Bio Clinic Webinar).

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Who did it help?

Why was it necessary?

Why did you

succeed?

What did you learn?

What were the odds?

Where did it happen?

Is it replicable?

Why is it remarkable?

The Story Of Your Results

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PRACTICE AREA PAGES

• Describe in their language (usually not lawyer-to-lawyer).

• Give simple overviews of each area. Then cascade to more complex and

nuanced treatment of each topic:

• On the page.

• On different pages using intuitive linking.

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DETAILED LAW PAGES

• Let readers drill down in as much detail as they are curious about.

• Don’t be thwarted by the idea that readers consume only a small fraction of

what you write. This is a good thing.

• If even one client asked you about a detail in the past, many more may be

curious about the same thing.

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LOCAL PAGES

• Get hyper-local.

• Call it out with its own page, map, pictures, etc.

• Business Law Examples:

• States / Local License and Tax Areas

• Specific Licensing or Taxing Authorities

• Employment commissions

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QUESTIONS AND ANSWERS PAGES

• Q&A’s may be woven into any other page, or displayed on dedicated

free-standing FAQ page(s).

• Write the question like your PNCs and clients ask.

• Answer in simple and direct terms.

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CASE STUDIES PAGES

• Use real, published cases and fact patterns as teaching materials.

• Create hypothetical case scenarios and talk about possible outcome and

approaches.

• Consumers respond to fact patterns that they can relate to.

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Landing Pages

Substantive Pages

BlogPosts About Pages

LANDING PAGES

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INTRODUCTION TO CONTENT

Rachel Chalot, JD, MSWVice President of Content Operations

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CREATE GUIDING AUDIENCE PRINCIPLES

- Synthesize common characteristics of a potential new client

Who are they?

What is their mindset?

What is the target “local language” (geographically and colloquially)?

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 WHAT IS NECESSARY TO LAUNCH?

Focus on covering the basics, while planning for the future

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THINK LONG-TERM 

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PRACTICE AREA PAGES : COMMON MISTAKES

• Concern about size

• Incorporating audience guidelines

• Are inadvertent mistakes avoided?

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TRANSITIONING TO GROW

     Track as much data as possible

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ADDITIONAL ASSISTANCE

• writing@lawlytics.com

• (800) 713-0161

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GROW YOUR BUSINESS LAW PRACTICE: FEBRUARY 3

• Additional tools for long-term content strategy and planning

• Lessons learned from successful business law firms / pitfalls to avoid

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DEVELOPING HEALTHY CONTENT HABITS

• How often?

• What topics?

• Who will write it?

• “It’s not a brief, it’s a blog!”

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WEBSITE DESIGN FOR ATTORNEYS

Sophia Oliboni, MSSenior Designer

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YOUR BUSINESS LAW WEBSITE

Is your website design for you or

for your potential clients?

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AESTHETICS IN WEBSITES

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WHAT IS USABILITY? WHY IS IT IMPORTANT?“Coffeepot for Masochists,” from the

collection of Don Norman, 2002.

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FOCUS ON WHAT MATTERS.

Don’t sweat the small stuff.

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THE IMPORTANCE OF WHITE SPACE

Minimalism brings important

content forward and minimizes

distractions.

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LESS IS MORE: HICK’S LAW

Related phenomenon:

“Analysis Paralysis.”

Too many choices can

overwhelm.

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YOUR LAW FIRM WEBSITE LINKS

“View our firm’s case results here.”

vs.“View our case results.”

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YOUR LAW FIRM’S BRAND

How does branding affect a business law firm?

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DEFINING YOUR LAW FIRM’S BRAND

• What is your firm’s mission?

• What are the benefits of choosing your firm?

• What do clients think of your firm?

• What qualities do you want prospective clients to associate with your law firm?

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CHOOSING A LOGO

What’s in a good logo?

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LAW FIRM TAGLINES

Does your tagline capture your brand?

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NEXT MONTH:GROW YOUR BUSINESS LAW WEBSITE

Learn more about design details

that encourage potential clients

to engage your firm.

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GETTING STARTED

The journey of a thousand miles begins with one step.

- Lao Tzu

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THANK YOU

Web: www.LawLytics.com

Phone: (800) 713-0161

Email: info@lawlytics.com