2 Proven Growth Strategies for Solo and Small Law Firms
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1 2 Proven Growth Strategies for Solo and Small Law Firms October 12, INTERNET BRANDS, INC. ALL RIGHTS RESERVED. Martindale Legal Marketing Network Helping attorneys grow their practice with the largest legal marketing network 15M visitors + 100K requests for attorneys/month Online Legal Directory Profiles 120K daily visitors Lead Generation highly-targeted, 55+ practice areas nationwide Professional Websites launch in less than 1 month Ngage Live Chat 2x conversion of website visitors to prospects 2 1
2 Your Speakers Lazaro Carvajal Founder Lazaro Carvajal Law Firm Ava L. Zelenetsky Founder Zelenetsky & Associates, P.C. Daniel Alonso Sales Manager Martindale-Nolo John Ferrughelli SEO Specialist Martindale-Hubbell Moderator Domenick Lazzara Principal DOM Law, PA 3 Webinar Info Please submit questions through the webinar platform Q/A session during last 15 minutes Unanswered questions will be responded to after the event Webinar replay will be provided to all attendees and registrants after the event 4 2
3 A Wise Attorney Once Told Me The most important part of a case is getting one - Reza Torkzadeh, The Torkzadeh Law Firm - Work on your business, Not in it - Ross Albers, The Law Offices of Ross W. Albers - 5 Different business growth strategies 1. Market penetration: Gain more clients in current market 2. Acquisition: Join forces with other lawyers 3. Product expansion: Develop new practice areas 4. Market expansion: Acquire clients in new geographic locations 6 3
4 Choosing your primary practice area(s) Best practice: focus on 1-2 areas Key Questions/Focus What s your interest and skill set? What are the upcoming growth areas in the law? Think specialty practice areas Where do you live? Transactional vs big stake? 7 New Practice Area: Tips for Success Overlap with current practice area = higher credibility Expand your competence first, before expanding your practice Start now: Build or maintain relationships with lawyers in other practice areas Know your competition 8 4
5 Market Expansion: Entering new geographies Pair up with another lawyer Find other geographies that have a critical mass of your target client Federal practice areas Immigration SSDI Patent if you pass the patent bar Tax: federal only 9 Case Study: Lazaro Carvajal Criminal lawyer Bankruptcy and Family Law 10 5
6 Case Study: Ava Zelenetsky Insurance Defense Personal Injury 11 Promoting your new practice areas or locations INTERNET BRANDS, INC. ALL RIGHTS RESERVED. 6
7 Business Dev Activities: 90% of your time Advertising & Promoting Your Practice Areas 30% Depends on how efficient you are Lead Follow-Up & Nurturing 30% , texting, etc. Networking 30% Intake & Case Work 10% Actually meeting with clients being a lawyer 13 Online Marketing Today Lots of Opportunity and Competition CONSUMERS 76% Search Online 1 1 Source: Lexis-Nexis Martindale-Hubbell study, Attorney Selection Research Study, conducted by The Research Intelligence Group, Source: American Bar Association. WAYS TO CONNECT SEO SEM Lead Generation Directories Social Media/Blogs Other Advertising ATTORNEYS 1.3M Total in US 3 500K Small Law Firms 14 7
8 Best Practice: Respond quickly and frequently Source: State of Online Marketing martindalenolo.com 15 Network, network, network Understand your target audience and venues Elder care, estate planning financial planners Financial Planning Association (FPA) Know who will be attending Spread the word that you are looking for referrals Listen carefully, take notes Follow-up within 24 hours Connect on social media Nurture the relationship 16 8
9 Lead Nurturing 90% of your leads aren t ready right now Use a simple nurturing approach 17 How Do You Drive Leads to Your Website? Search Engine Optimization (SEO) - Ranking relevant keywords in search engines to acquire potential customers with intent Potential Customer Conducts a Google Search for attorneys Checks first page of Google in attempt to find relevant attorneys Places a call to one or more of the listed attorneys on first page Local Search Engine Optimization Build and Claim Local profiles Signal to Google that you are a REAL BUSINESS Positive, REAL reviews on your Google My Business Listing Organic Search Engine Optimization Write and optimize content relevant to keywords and cases you are trying to target Optimize your website and tags DO NOT SPAM 18 9
10 Local SEO Example Ranking in the local map pack area Reviews help convert traffic into leads. Reviews also can help your rankings (ranking signal) Goal: To drive users to your website who have intent 19 Organic SEO Example Located below the local results Content, on-page website optimization and links pointing to your website 20 10
11 Integrating your website Assess your website s current position Review competitors what are they ranking for? What are they doing? Add quality, relevant content and OPTIMIZE 21 Marketing a New Practice Area Claim/Update your Google My Business Profile If expanding into a new geographical area Recommended: Add a new physical office location Unique phone number Unique suite number Avoid the gas station effect If expanding into a new practice area, add to your profile and add content 22 11
12 Spread the word Announcements to current clients Social media posts Local news media print and online Blog Helpful information about your new area of law 23 Q&A Please remember to submit your questions
13 Additional Resources Articles Expanding into a New Practice Area Solo Practice University Diversify Without Dabbling: Before Expanding Your Practice, Expand Your Competence SLAW ABA benchmark study on law firm intake process: part 1 and 2 Law Technology Today Poor intake processes are leaving potential clients hanging, study finds ABA Journal How do you handle phone calls from potential clients? ABA Journal Nurturing leads into a thriving client base Martindale Legal Marketing Network Blog 3 simple nurturing tips for client retention Martindale Legal Marketing Network Blog Martindale Legal Marketing Network White Papers Maximizing New Client Opportunities State of Online Marketing 25 13
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