Continuing our online legal marketing redux, we come to our next tip:
In the scramble to attract attention from potential clients, lawyers often forget that there are many other people that will probably stumble upon the stuff they put online.
Some lawyers work with very sensitive clients. But even if your clients aren't sensitive, what you put online can have an impression on them.
Spending your whole day tweeting? What impression does that give your client?
Representing a business in toxic tort litigation? You might want to reconsider that post decrying the evils of big business.
Does that mean you should just avoid the internet altogether? Maybe. That is if you aren't willing to be conscientious about the potential impact of your online engagement.
But do you live by this rule in the real world? Some of you might.
You might avoid talking sports, politics and religion in professional situations that could give rise to problems.
You might reserve your passion for the Michigan Wolverines for tailgating with your college buddies.
But on the web, "stuff" becomes public and permanent. You really can't effectively shield the different shades of yourself.
So, you should think about what impact your online activities will have on your clients' perceptions of you.
But does that mean you shouldn't "attend?" I don't think that's wise either.
Yes, even judges use the internet. Some have even had blogs.
But most are still probably lurkers.
So, if you blog about how much they have aggravated you, don't be surprised if that has some impact.
Does this mean that you shouldn't talk about judges? Probably, at least in most cases.
But again, it's more about making conscientious decisions about what you write, tweet, share, etc.
Colleagues, competitors and opposing counsel are also watching.
Some lawyers like to share litigation strategies online. I'm particularly fond of Plaintiff Trial Lawyer Tips.
Knowledge sharing is an excellent way to nurture professional relationships.
But keep in mind that the enemy is watching too.
Again, it shouldn't be a straight binary decision. It's about how you do it.
If you're a trial lawyer, jurors pose an additional layer of complexity to your web presence.
In fact, some lawyers will show completely different websites when they're at trial.
From a search perspective, that's not something that I recommend.
But again, it's worth consideration.
Is what people can find out about you when they search for you online an asset or a liability?
The point of this post isn't to scare you into not doing anything online. In fact, ignoring the web won't solve your problems. You will be reviewed. You will be rated. You will be talked about. You will be searched for online.
The point is to think about what impact what you do online will have on these various audiences beyond just the potential clients to whom you are marketing.
Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]
John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]
I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]
If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]
If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]
The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]
The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]
How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]
And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]