Paddy Moogan added a very nice post over at SEOmoz on hitting business goals. And I think there's some applicability for lawyers who are considering investing in web marketing. Paddy invokes Simon Sinek's Start with Why:
The basic message is that successful companies know why they exist, and they use this to guide the decisions they make. They also focus on why they exist when marketing themselves and selling to customers. Rather than getting customers to buy into the what, they get them to buy into the why.
I often encourage lawyers to spend time learning the what and how of internet marketing. Arming yourself with a basic understanding of how the internet and search engines work in the context of professional practice growth is really the best way to avoid the scams.
However, I probably don't spend enough time talking about the whys. And not just the obvious whys, like "why might you consider internet marketing at all?"
So, before you dive head-first into the whats and hows, consider the following whys:
Many years ago, when AttorneySync started working with lawyers on intake, something I hadn't (but should have) considered was that many law firms weren't great at delivering exceptional service to potential clients during that crucial first call. Even firms with great reputations for delivering exceptional ๐ข๐จ๐ง๐๐ข๐ ๐๐ฆwould lose potential clients because of their poor ๐๐ซ๐ฃ๐๐ฅ๐๐๐ก๐๐ on […]
If you own or market a personal injury law firm, this question should guide every marketing decision you make. Ideally, it's based on actual data. How have your past clients found you? What do you know about their journeys? Unfortunately, many law firms don't do a great job at collecting this data. If you don't […]
Here's a recent Google SERP for "๐๐ต๐ผ ๐ฎ๐ฟ๐ฒ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐ฐ๐ฎ๐ฟ ๐ฎ๐ฐ๐ฐ๐ถ๐ฑ๐ฒ๐ป๐ ๐น๐ฎ๐๐๐ฒ๐ฟ๐ ๐ถ๐ป ๐ฝ๐ต๐ถ๐น๐ฎ๐ฑ๐ฒ๐น๐ฝ๐ต๐ถ๐ฎ." Ads? โLSAs? โLocal Pack? โLinks? โ ๐ท AI Overview? โ 6 firms listed. Only one tiny ๐. Click the ๐ฆ๐ต๐ผ๐ ๐บ๐ผ๐ฟ๐ฒ button? ๐ฌ๐ผ๐ ๐ด๐ฒ๐: Here's a more detailed look at some of these firms: THE PEARCE LAW FIRM, P.C.Edith Pearce, […]
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But hereโs the kicker: instead of keeping users within its ecosystem, […]
When law firms contact us, they usually want to talk: โข PPC Ads โข SEO Rankings โข Lead Generation Very few want to talk: โข Brand โข Trust & Recognition โข Emotional Connection Admittedly, much of this concerns that AttorneySync is known for lead generation across those common digital channels. But even when we start […]
According to an October 2024 study by SE Ranking: "The legal niche triggers the highest percentage of AIOs (77.67%). The average number of links matched between the AI Overview resources and the top 20 search results was 6.49 for legal topics. AI Overviews for legal topics most frequently link to NYCourts.gov (114 links), YouTube.com (48 […]
I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
