1. Why should I use LawClick’s services?

We offer proven, innovative online solutions for promoting professionals in the legal field. Our senior staff provides you with the marketing horsepower you need to compete and win new consults. We know how to best leverage the web, and how to present each attorney’s unique customer value. We understand how to convert interested prospects into paying clients.

2. How are you different from most of your competitors?

First and foremost, we embrace and promote a project-management discipline and culture, one that is results-centered and performance-driven. We persistently measure those key indicators that optimize each client’s return-on-investment. We earn our return-on-investment by helping our clients do the same.

3. What is your core marketing expertise?

We offer both online and traditional marketing services. However, given the Internet’s significant growth and economic efficiencies, we are Web-centric. We also provide “Marketing Life-Cycle Management” consulting to help in the prioritization, implementation and fulfillment of our clients’ various marketing initiatives.

4. What are your primary services?

We build and maintain custom business websites. We provide content-management services and professional, web-friendly copywriting. We offer three levels of search engine optimization: Fundamental, Enhanced and SEO Warfare. We provide Pay-Per-Click campaign management. We offer network and commercial quality video production services. We develop Social Media referral networks. We have a complete online business solution.

5. Do you have a primary client focus?

We are exclusively dedicated to the legal field, and we service both retail-based and corporate law firms. We enjoy great insight into how attorneys operate and which marketing techniques do and don’t work. Practice areas that naturally benefit from our complete online consult generation solution include:

1. Bankruptcy
2. Criminal Defense
3. DUI
4. Estate Planning
5. Family Law
6. Medical Malpractice
7. Personal Injury
8. Real Estate
9. Workers' Comp Liability and Insurance

6. I’m interested in learning more, what’s the next step?

We offer a 20-minute online presentation. You can sit comfortably at your desk while one of our marketing strategists shares our business solution and answers your questions. If you decide to move forward, we’ll set up an in-office visit. This “discovery meeting” helps us identify and address your firm’s unique needs.

1. How can having a website help my law firm?

According to Pew Internet, 81% of internet users look for information online when they’re thinking about buying a product or service. Many of these people need exactly what your firm offers. They just need to know where to find you online. Web users are prime prospects because they have already pre-qualified themselves by querying keywords that led them directly to you.

Don’t miss an opportunity. According to an American Bar Association Technology Survey, only 40% of solo practitioners and 65% of small law firms have an established Web presence. Your website should act as a permanent and easily accessible advertisement and source of information about your practice, as well as a platform for all of your online marketing activities.

2. What are some basic design rules for building a successful law firm site?

There are many diverse opinions on how to design and build an effective law firm website. At LawClick, our approach is driven by user preferences and behavioral research. The following are key considerations when deploying your website:

• Create and market your unique brand .
• Provide user friendly and clear navigation; see Key features of a good website navigation system.
• Website text must be written for optimum consumption.
  • 79 percent of Web users scan rather than read
  • Users scan to “hot content”, see How to Use the F-Pattern Correctly
  • The average page visit lasts approximately 30 seconds
  • Web text should employ highlighted keywords, meaningful sub-headings, one idea per paragraph, the inverted pyramid style and half the word count of conventional writing
• Create dialogue with your web visitors
• Remember, your credibility is a decisive factor
• Position yourself as important, confident and a leader

3. How valuable are client testimonials?

When done right, client testimonials can be a strong ally in establishing the credibility of your firm. They can be the next best thing to a direct referral, and can give your potential customers the reassurance that your products and services are really worth considering. Opinion Research Corp reported that 84% of Americans say online customer evaluations influence their decisions about whether to purchase products or services. April 2009

At LawClick, we have a proven process that gets results. We interview each client individually. One of our prime objectives is to document a diversity of benefits. We only include testimonials from people who are comfortable with the level of personal detail we intend to provide. Other important notes include:

• Third party endorsements carry more weight than anything you say about yourself
• Testimonials must be authentic to be believable
• Testimonials must be specific to give prospective consumers a reason to care about them
• Testimonials must be obtained from a diverse audience to ensure a large consumer base can relate to them
• The best testimonials are simple and straightforward

4. How much should my law firm website cost?

Truly, a better question is what are the goals of your website? What role will your website play in prospect lead generation?

Some firms see the opportunity to create a virtual storefront that functions as a lead-generation and prospect-conversion tool. These firms have discovered that the Internet is an excellent source of new clients and new referrals sources. Custom-crafted sites typically include video, a blog, a client intake form, contact form integration, link building, and other features designed not only to help the website be noticed online, but to convert visitor traffic into consults and clients.

Custom websites start at $4,000, with various options.

5. Can I contribute and reduce the over-all cost of my website?

Yes. Most attorneys are excellent writers and we encourage you to get involved if you have desire to do so. As mentioned previously, writing for a web audience is much different than conventional writing. We assist our attorneys through our professional editors, who are all senior copywriters with extensive Internet experience.

6. What if my law firm already has a website?

Many of our clients have Websites when we began working with them. LawClick has its own Website Report Card we use to evaluate 10 key areas including search engine optimization (SEO). Likewise, if you need redesign assistance or a site refresh, our talented design team is available to address your unique needs.

7. How do prospects for my law firm find my website online?

There are two basic ways to generate visitor traffic to your site. Both are initiated by a user search.

The first is through search engine optimization (SEO). Here, Internet users perform keyword searches for information, services and/or a products, etc. A search engine returns a list of “organic” web links that match the search criteria. Users then “click on a link/description that best matches their interest.

Second, pay per click advertising can be employed to generate site traffic. Here, paid ads, seeded with keywords, are placed on search engines. These ads are commonly found above the “organic” page content and within the right page margin. Users are pushed to your website when they “click” on one of your ads.

1. What do I need to know about search engines?

They're here to stay. Google, Bing, Yahoo!, YouTube and others are where people go to find information, products and services. If your website is not sufficiently optimized to perform well in the search engines, then your firm will be lost in a sea of other non-performing websites.

2. Why should our law firm invest in search engine optimization (SEO)?

Search engines are where prospects are looking for your services. We are in the midst of a massive paradigm shift away from print and Yellow Pages to online directories and search engines. A relatively small SEO investment will lay the foundation for future returns by insuring that new consults and clients continue to visit your virtual storefront. If SEO is done right, it’s worth every penny.

3. Why should our use your SEO services?

One of our Marketing Strategists will work with you to define your business objectives and analyze your website to come up with the best SEO strategy to get visitors to your site. We focus on your content, keywords and links to your site. We customize your SEO plan based on your unique business goals and budget.

4. How do you help raise my website’s page ranking?

Essentially you have to earn your way there. Being listed in search-engine results is a sign of credibility. Search engines measure a website by employing complicated algorithms (rules) to arrive at a ranking score. We optimize this score by configuring your website in a way that Google, Bing, Yahoo! and the others will find valuable and relevant to searches conducted by your prospects. Tactics we use to accomplish higher rankings include:

• Leveraging technologies that Search Engines find easy to index
• Configuring websites that the Search Engine's spiders can efficiently crawl and add to their database
• Strategically developing and placing relevant content that propels your website rankings
• Implementing White-Hat techniques like site maps, key-word file naming, and much more
• Insuring old techniques are removed, thereby eliminating inadvertent Black-Hat penalties
• Developing and deploying long-term link building processes and Social Media activities

5. What is the most significant thing you do to increase my website's ranking?

High rankings are the result of long-term strategies implemented across several areas. The two main focuses are on-site development techniques, and off-site popularity and linking practices. Together they form the foundation of successful SEO. The most significant way to achieve top rankings is to invest in building a great site with lots of relevant content, make it popular throughout the internet, and employ an SEO professional to oversee the process

6. What tips or tricks can be used to achieve quick results?

The days of tricking Search Engines into giving your website high rankings are over. Anybody who employs black-hat techniques will be sufficiently penalized by the search engines. The sophistication of the technologies employed today ensures that only the best websites, with the most relevant content, achieve and maintain high rankings.

7. How much does search engine optimization (SEO) cost?

It depends on the job. We offer three levels of subscription services: Fundamental SEO, Enhanced SEO and SEO Warfare. A small local site might only need a few hundred to a few thousand dollars worth of optimization if you have a limited service footprint. Conversely, a large attorney law firm may require thousands of dollars per month to reach its business and SEO goals.

In the final analysis, the price of an SEO campaign is justified by the results. Our focus is return on investment. We provide you with executive-level reporting to warrant your budget commitment.

8. Do you offer exclusive SEO marketing arrangements?

Yes, exclusive SEO arrangements are available for certain markets because some clients wish to control a target niche or area of practice within their geographic footprint. We evaluate the competitive factors in each market before making any such commitment. We can only accept a certain number of clients within a given geographic and practice area.

9. Do you offer a SEO maintenance plan?

Yes. Each firm’s goals and needs are different, so we design a plan that meets your unique objectives. Obtaining a high listing does not mean that you can forget about your site's rankings and move on to something else. Top ranking sites will see competition nipping at their heels, and the algorithms employed by search engines are in a constant state of development and change. Therefore, your position should be evaluated a minimum of every 30 days. We track your rankings and tweak your site as needed.

10. Do you report on my SEO results?

Yes. We provide our clients with a detailed quarterly report that demonstrates our value. All our solutions are return-on-investment designed and driven.

1. What is the primary objective of Pay-Per-Click (PPC) advertising?

To reach customers at the moment they are ready to buy. Potential customers see your ad when they type a word or phrase related to your business into a search engine. Your “sponsored ads” then effectively qualify prospects through keyword query matches. They click on your ad and go to a page on your Website where they are invited to take action, such as calling to learn more or making a purchase online.

2. What is the unique financial benefit of PPC advertising?

With other advertising there is a minimum cost whether a prospect takes action or not; i.e. TV, radio, print and outdoor advertising. With pay-per-click, you only pay when prospects click on your ad and visit your website.

3. Why should I choose your services?

Our services are much more extensive than traditional PPC campaign offerings. We provide you with lead tracking and reporting on phone calls, emails, form submissions and traffic to your Website generated by your online ad campaigns. We also help you adjust and optimize your website content to meet changing service demands. We ultimately assist you in converting prospect interest into paying client

4. How much are your fees?

LawClick’s monthly management fees are 20-30%, and based on your campaign diversity and budget. There is a standard one-time campaign setup charge. Monthly call-tracking lines are $10 each. Click-to-call services are 15c per minute.

5. How do you determine your online advertising budget?

Your budget is principally determined by your revenue objective and return on investment timeline. A Marketing Strategist will assist you in completing an Attorney Profile, which will be used to develop an investment strategy that meets your unique business requirements. Unlike phonebook advertising, online budgets are flexible and easily adjustable. The minimum PPC budget starts at $500.00 per month.

6. How long will it be before my ad campaign is up and running?

Your campaign can be up and performing for you within one business day. Once your budget is set, our team will create a comprehensive outline of keyword categories related to your firm, practice-area priorities, specialties, and geographic locations. Then based on those criteria, several hundred key-phrase iterations will be immediately generated and submitted to the various search engines for editorial acceptance.

7. What are some critical components to realizing success?

We choose your categories and keywords carefully so you show up in the right searches. Categories and keywords serve as search terms to help customers find your firm. When a potential customer performs a search, results are returned based on how closely they match the criteria.

We track how many monthly keyword searches were performed on every word and phrase within a target market. We also ascertain the market rate for each keyword or the cost per click (CPC). These costs can vary widely depending on the search engine or local keyword competition. Keyword costs are used to determine your bid strategy.

8. How do you ensure that my pay-per-click campaign stays on track?

After your campaign setup is completed we test it to validate full functionality and search inclusion. The search engines continually evolve their ranking algorithms, so our team diligently revises and optimizes your keyword rankings. This ensures that your ads consistently win higher page placement at the lowest possible cost per click. Ongoing adjustments are critical to gaining and maintaining competitive advantage.

9. How do I measure the over-all success of my pay-per-click investment?

Your online ads drive qualified prospects to your website. Each pay per click represents one unique visitor. We also work to enhance your website’s effectiveness in converting interested visitors into paying clients. A monthly click report is provided, as is a website performance report. The website performance report shows client interest trends so that you can effectively adjust your message or service offerings. Call tracking lines are offered to calculate your call conversion rate and return-on-investment.

1. Would you provide us a quick overview of your professional background?

We have been providing video services and production since 1977. From broadcast sports to high-impact corporate videos and everything in between, we have the experience and background to effectively tell your story with the newest technology.

2. What do you enjoy most about shooting a video?

The camaraderie of the team is my favorite aspect of the video production process. Pulling together the right people, performing the right job and telling the right story is like a coach putting together a championship team.

3. What are some key components of a good video?

The best blueprint for any successful project understands the goal, experience, ability, budget and pride of craftsmanship. Video is no different. Our approach with all projects is to first listen and learn. We will efficiently use the budget and utilize best practice policies to achieve the results you desire.

4. What are the secrets to shooting a great video?

Experience and preparation are the absolute keys to shooting a great video. That means experience in all phases of the production process – and doing the necessary homework to make sure all details are considered. This way, when unexpected surprises arise, you can creatively apply solutions that fit the scope of the project.

5. What is the greatest challenge of producing a great video?

The greatest challenge is always budget. And I say that cautiously, because even a challenged budget can be utilized to make an awesome project. This is when creative experience rises to the top.

6. What are some common mistakes you’ve learned to avoid?

Rushing into challenging or unrealistically budgeted projects is always a set-up for failure, because those are the projects that need the most attention to details. Sometimes you have to walk away and wait for a better opportunity to present itself. I always say that no video is better than a bad video.

7. What are a few things you do to prepare for to every shoot?

I look at the overall project goals, listen and learn what I can about the project, and consider the budget – because that will absolutely affect the methodologies used. Then I customize the team and get to work.

8. How do you prepare participants for their shoot?

The best preparation for attorneys is to know their talking points – but they should not memorize them. You cannot deliver responses and lines like a script unless you are a very talented and accomplished actor. It’s a movie-savvy world and bad acting is easy to spot – so why try? Know your subject matter and let me prompt you into natural responses.

9. Why are some videos incredibly boring?

Sometimes a message is functional and informative, such as a video for installing tile flooring. Sometimes videos are emotional and are meant to elicit reaction. A great video has all the basic elements of good storytelling. That’s what we do – we tell stories with light and sound.

10. How important are b-roll shots?

The b-roll shots are very important because they make the story more interesting for the viewer. The interview enables the viewer to get acquainted with the attorney. The b-roll provides a glimpse into the culture of the company and personnel in question.

11. As a director, do you follow a prescribed storyline?

A good story always adheres to high-quality story presentation skills. As in other methods of storytelling, web-based videos are no different in their variety, messaging and need for creative interpretation. The choice is usually made by assessing the project overview.

12. What do I need to know about lighting?

Lighting is one of the key elements in producing video. The camera has to have a base amount of light in order to reproduce the scene. Does that mean you need a semi-truck load of gear and crew to create a quality product? It would be great – but not very realistic on numerous levels. If you know what you’re doing, you can make use of minimal amounts of lighting gear. Don’t get me wrong, more is better – just not always possible.

13. How important is the camera you choose?

The equipment used for video production is never as important as the message. Content is King. Yes, you want to use the best tools possible for that content, but an expert can consider the limitations of any piece of equipment, work with those limitations and utilize them as design elements if necessary.

14. After you’ve finished a shoot what does the post-production process entail?

The editing process begins immediately with a review and notes about each shoot. Footage is sent to transcription to choose those segments that best share the story. We then piece together the final elements; i.e., b-roll shots, graphics, transitions and sound. There are numerous checks and balances along the way.

15. After the video is shot, what’s the approval process with the client?

The client has a variety of opportunities to be involved with the end result. They can:

• Help select the “heroes” from the transcription of the interviews.
• Listen to a sort of “radio show” version of the video – that is, watch the rough-cut edit to see if the messaging is correct. This can be confusing because there are no cover shots or graphics at this stage. It’s kind of like looking at a house that has only been framed. Changes can be made afterwards but can be costly if they alter the story too much.

16. What impact will video have on visitors to my law firm website?

Video is the most powerful conversion tool on the web. Enhance your site with videos and watch your page views, visit times and prospect requests skyrocket.If you give web visitors a dynamic insight into the nature of your firm, its specific practice areas and its professionals, they’ll crave more.

Most website visits last only about 2–4 minutes. Video presentations offer a huge payback on investment. Other reasons you should seriously consider video, include:

• U.S. Internet users viewed a record 14.3 billion online videos during the month, representing an increase of 13 percent versus the previous month (comScore)
• Nearly 150 million U.S. Internet users watched an average of 96 videos per viewer in December 2008 (comScore)
• Videos are the top conversion tool on the Web
• They can provide a lot of information in one minute of time

The quality of your video will greatly impact the user’s perception of your business. Thus, we recommend your firm videos be professionally produced to avoid potential credibility issues. At LawClick, our video production director Craig Kelly has over three decades of proven customer experience. See Craig’s Credits.

1. Do you provide consulting services to law firms?

Yes. We provide an analysis of your past marketing efforts, as well as ongoing guidance to optimize the use of your future marketing investments. All our efforts, in our client’s behalf, are return-on-investment driven.

2. What is the first step in the consulting process?

We conduct an Initial Assessment. We collect information about past your marketing efforts. We talk with you to understand your goals, opinions and the nature of your business. Finally, we routinely obtain third-party information to further our understanding of your marketplace.

3. How long does the assessment take?

That will largely depend on your company’s advertising history, objectives and budget. Smaller companies with little documented history can be assessed in 1-2 weeks. Larger operations with significant advertising history and documentation may take 8-10 weeks before we are adequately prepared to report our findings and offer formal recommendations.

4. What do I receive after you’ve completed your Initial Assessment?

We provide a custom report on our findings, with a recommended strategy and plan to help you achieve your marketing goals. The depth and breadth of the report will depend on your firm’s advertising history, objectives and budget. If you have little marketing experience, your plan will be based on our understanding of your market and knowledge of successful strategies. Larger companies with marketing experience will receive a more customized recommended plan addressing the optimum mix of marketing vehicles (online, print, radio, TV, billboard, etc.).

5. How do you help me implement my plan and strategy?

Once we have agreed on a strategy and plan, LawClick will implement the online elements and can coordinate other media into your plan. We have excellent partners to recommend, or we can work with your chosen ad agency.

6. How will I know if the plan is working?

We’ll work with you to establish Key Performance Indicators to measure success. We’ll monitor those indicators and report them to you, and we will make the necessary adjustments to fine-tune performance results.

7. Once my marketing plan is implemented, then what?

We follow a MAPI lifecycle process: Measure, Analyze, Plan, and Implement. This process is repeated continuously because markets are in a constant state of change, and your marketing strategies must be responsive to such change. In addition to regular communication, we recommend a semi-annual evaluation to fine-tune our efforts and alter your strategy as required.

8. When can I expect to see results?

We expect to provide some quick wins at the outset, based on our experience. However, the nature of our service is long-term strategic with short-term tactical elements. We expect to begin with less-than-adequate historical information, which means your initial marketing plan will be more influenced by subjective measures. As we go through a few cycles, your plans will become more data-driven and fact-based. Initial gains in year one will be added upon continuously through our life-cycle process.

9. How much improvement can I expect?

Your experience will be unique, based on the effectiveness of your current programs, your willingness to make changes and the size of your budget. A reasonable expectation would be a 25% increase in the value of business driven by media marketing. We are have seen increases greater than 100%. Because you are embarking on a culture of marketing accountability, you may see gains in other administrative areas, too.

10. What level of involvement is needed from your firm?

We’ll need enough of your time to understand your goals and objectives, gather your historical advertising information and discuss the results of our analysis. Depending on the size of your business, we may spend as many as three days onsite for the Initial Assessment. Your marketing director will be our primary contact for data gathering, whether this person is you, someone from your firm, or a designated specialist. We’ll also need an hour with individual stakeholders at the outset, and another one to two hours to present our findings and recommendations. Once the plan is implemented, we’ll schedule periodic meetings with key stakeholders to ensure we’re always on track.

11. What sort of reporting will I see?

We will employ the measurement efforts that best fit your budget and scale of marketing programs. These may include call-source tracking, internal logging, competitive pressure, web registrations and billing records. At the end of each cycle we will pull data from these sources, along with subjective elements through brief interviews, to support the next round of analysis.

12. Do I really need consulting?

If you want to grow your business and to get the most value out of your marketing budget, you’ll need some specialized help. Everyone has different skills and experience. Our skills and experience are 100% about marketing and marketing measurement. We hit the ground running, and can shave years off what it would take to drive these programs internally.

13. How much do you charge for consulting with our law firm?

The right answer is “Far less than you have to gain.” We’ll establish a fixed price based on what we know about your company. Of course, the cost will vary depending on your firm’s advertising history, objectives and the level of engagement you want from us. We’ll be happy to provide a custom quote.

14. What should I expect to receive for your consulting?

We partner with our clients to drive additional revenue through marketing. We do it by using objective measures along with subjective ones to ensure our decisions are based on facts, not just opinion. Our media measurement will answer your questions about whether your marketing is working, and it will guide your future marketing plans. Your firm will receive proven marketing and analytics services usually reserved for Fortune 100 companies, and your bottom line will show it.

1. What is social networking?

Social networking is online advertising that enables firms to publish and feed compelling content to a specific target audience---notably through articles, surveys, podcasts, case studies, events, and news. It facilitates an interactive exchange with potential prospects. Common social media vehicles include blogs, YouTube, Facebook, MySpace and Twitter.

2. Why do I need social networking?

It’s a way to communicate to a numerous prospects who would otherwise be cost-prohibitive to reach through traditional media. The broader your audience, the greater your potential to increase consult opportunities.

3. Why do I need LawClick to assist me?

Creating a blog is not difficult---but transforming your social networking into a winning business proposition is much more complicated, and requires continuous effort.

We’ll help you choose the strategies and content to boost your web traffic. We’ll help you speak to the needs of your audience. We’ll help you build relationships, momentum and a referral network

4. How do you increase my web traffic and generate consult leads?

Search engines look upon rich new content with great approval. Web crawlers adore multi-page, frequently updated sites like blogs, as long as the text is relevant and well written. Search engines elevate such sites to the top of search results, i.e. blogs that secure multiple backlinks and generate significant coverage on social media sites. This all adds up to more visitors and more prospects.

5. How much do your social media services cost?

First, here’s what you’ll get.

1. We’ll evaluate your market and benchmark your position.
2. We’ll determine your revenue goals and return-on-investment timelines.
3. We’ll prepare a custom-made proposal that includes our project recommendations, associated fees and return-on-investment timeline.

Altogether, this work leverages search engine optimization and pay-per-click strategies.

The monthly cost ranges from a few hundred dollars for a small business to several thousand dollars for a significant social media referral network.

6. I’m interested in learning more, what’s the next step?

We offer a 20-minute online presentation. You can sit comfortably at your computer while one of our marketing strategists shares our business solution and answers your questions.