ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...

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ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
Online Marketing for
Law Firms in 2020 &
Beyond

September 24, 2019

shawn@lagrandemarketing.com

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ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
lagrandemarketing.com/atticus

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ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
What’s Coming

1) The BIG Idea

2) Websites that Persuade Clients

3) Google Search Results

4) Google My Business & Google Reviews

5) Pay-Per-Click: Essential, Not Evil

6) Amplify and Engage Your Referral Network with an Email Newsletter

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ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
The BIG Idea in 110 Words

Your online presence has a substantial impact on your firm,
affecting whether both new clients and existing referral sources
will contact you for legal help. Utilizing effective online marketing
strategies will grow your law firm's revenue and profit.

Having success with digital marketing is challenging; it requires
the unique ability to merge timeless marketing principles with the
rapidly evolving digital world. However, by mastering online
marketing, you can give your firm an unfair advantage over your
competitors and capture great clients — before they go
elsewhere.

At LaGrande Marketing, we help law firms leverage the most
sophisticated digital marketing strategies to put you months, if
not years, ahead of your competition.
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ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
Expert marketing skills gave him a thriving business.

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ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
2X
Your ability to double revenue from online sources
by mastering the fundamentals of digital marketing.

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ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
Shawn Leamon

Obsessed with the Internet Since 1995

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ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
Shawn Leamon

Dreamed of Becoming Johnnie Cochran in 2005

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ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
Shawn Leamon

As a financial advisor, accidentally became a great digital marketer

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ONLINE MARKETING FOR LAW FIRMS IN 2020 & BEYOND - SEPTEMBER 24, 2019 - LAGRANDE ...
Our Team

      Shawn                             Beth                        Shannon                              Chris
    Chief Strategist                  Strategist                   Project Manager                 Paid Ads Specialist
     Dallas, Texas                  Lubbock, Texas               Carlisle, Pennsylvania             Houston, Texas

                                                                   Shannon is the project
                                                                    manager at LaGrande
                                                                Marketing. Before joining the
                                                                 team, she spent 9 years in
   As a client of LaGrande       Beth has over 12 years of                                             Chris has extensive
                                                                consulting providing program
   Marketing, you will work        marketing experience                                          experience managing Pay-Per-
                                                                 management support to US
directly with Shawn. We have   including web design, graphic                                      Click campaigns since 2002.
                                                                government clients. She also
   an awesome team who         design, social media strategy,                                    He is accomplished in Google
                                                                  has 15 years of front-line
            helps!!             project management, email                                            AdWords consulting for
                                                                 management and customer
                                  marketing, and digital ad                                        interactive agencies and in
                                                                  support experience in the
                               placement. Beth enjoys being                                         managing national social
                                                                 hotel and airline industries.
                                 creative and takes pride in                                      marketing campaigns. Chris
                                                                Her career is supported by a
                               being organized and friendly.                                     has successfully invested over
                                                                       Master of Public
                                                                   Administration Degree.         $50 million within AdWords.

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Our Team

       César                          Luka                          Johann                                Liz
      Wordpress                      Website                    Conversion Rate                        Content
      Developer                      Designer                  Optimization Expert                      Writer
      Lima, Perua                 Zagreb, Croatia               Salzburg, Austria                     Chicago, IL

   César has eight years of    Luka likes his work to truly        Johann used to be a             Liz is has been a legal
 experience as a WordPress        prove to be a beauty          professional frontend and      content writer for the past 5
 developer and has worked       (beautifully written, clean   backend software developer         years and is committed to
 on a variety of WordPress-    code) with brains (a smart      but in the last years, he has
                                                                                                 enhancing the quality and
related projects from theme   and useful end-product). He     focused on Google Analytics,
    and plugin creation to      makes our websites look         Google Tag Manager, Web        clarity of companies' content
  speed improvements and                awesome.                Performance Optimization        and portraying their unique
general maintenance. Prior                                     (WPO) and Conversion Rate         brand, voice, and mission.
     to joining LaGrande                                           Optimization (CRO).
  Marketing, César was the
   former senior coder of
       Mabbly.com and
       M4Agency.com.

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What to Look For
                   ✓ Positive Reviews: What do their clients and
      in a         employees say about them?
 Marketing Firm
                   ✓ Proactive Service: Keeps you updated every
                   week, not just once a month.

                   ✓ Fiduciary Mindset: Treats your money like their
                   money; maximizes return on investment.

                   ✓ Transparent Pricing without a Contract: You
                   should have the ability to part ways anytime, not
                   locked-in for 1-2 years.

                   ✓ You Own the Work: All the content and
                   analytics belong to you.

                   Ultimately, you want a firm that cares about
                   partnering with your firm.

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How to End Up   X Pay-Per-Lead Services: 99% of pay-per-lead
                services are scams that could cause lasting harm
   with a       to your firm, rather than help.
 Bad Agency
                X Growth Awards (Inc. 5000, etc): Fast-growth
                does not equate to delivering results for clients —
                but it does mean they have a great sales team.

                X Too Good to be True Offer: Fuzzy math,
                enticing offers, just feels too simple. It’s a scam.

                X Failure to Report Results: Many agencies don’t
                report or explain what they are doing.

                X Proprietary Systems: In the digital world,
                everything is open, and “proprietary” systems
                have more downsides than benefits.

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Most Law Firms Fail at Intake aka
                                              The Initial Sales Call

                              Who is answering the phone?

Where marketing
comes into play

Inability to close the sale
is the biggest challenge
many firms face.

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Measure Your Client’s Journey

 How many people have               How many website                How many calls did
    seen your firm?                visitors do you have?              you receive?

Awareness                          Research                         Contact

   How many people                 How many clients do            How many situations do
 booked appointments?              you have at a time?                 you close?

                                       Client                      Situation
Consultation                                                       Resolved
                                      Service

                              Did they leave a positive review?

                        Share Experience Forever
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2020: Where to Focus Your Efforts

                        It’s all about Google.

1. Your Website     2. Google         3. Newsletter   4. The Rest

                  1. Search Results
                  2. Google My
                     Business &
                     Reviews
                  3. Google Ads

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“Your website should convert
prospects to paying clients. That’s it.”

 The Complete Law Firm Guide to Digital Marketing: A 60-Minute Guide to
Owning Your Market and Growing Your Legal Practice in 2020 and Beyond

                                Page 39

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5 “S”s of a Great Website
We believe there are 5 essential factors to having a website
that converts prospects to clients.

1) Simplicity: It should be easy for potential clients to book a
consultation with you and find your office. Further, simplicity
also means it is easy to update and make changes when
necessary.

2) Speed: Your website must load in under 2 seconds.
According to Google, when a website takes more than 3
seconds to load, there's a 32% chance you lose prospects.
Over 5 seconds? The probability a prospect leaves increases
to over 90%.

3) Search Engine Optimized: The proper design, content and
technical factors help ensure your website shows up high in
search results for relevant keywords your prospects are
searching.

4) Security: Your website must have some essential security
features such as an SSL certificate, secure website hosting,
updated plugins, malware scans, firewall protection, daily
backups, and other factors help prevent the risk of hacks or
downtime.

5) Survey: You should be able to track analytics and reporting
on your website via Google Analytics and Facebook Pixel to
measure results and learn the characteristics of your visitors.

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Improve Your Website So That Clients will Call

 Is my site user-              How do I get                  Why can’t               Will my site get
     friendly?                 more qualified             anyone find me                 hacked?
                                inquiries?                  on Google?

1. Professional Website       1. Noticeable Phone No.     1. Keyword Ranking on     1. Site Security (HTTPS)
   Design                     2. Primary Call To Action      Page #1                2. Fast Loading Page Speed
2. Mobile Friendly               (CTA)                    2. Sitemap & Robots.txt   3. Browser Caching &
3. Relevant Headlines &       3. Testimonials from        3. Keyword Used in Page      Compression
   Page Copy                     Clients                     Title                  4. Regular Updates and
4. Images of People in        4. Lead Capture Forms       4. Optimal Page Title        Maintenance
   Firm                       5. Relevant Expertise &        Length                 5. Nightly backups
5. User Friendly Navigation      Trust Badges             5. Meta Descriptions
6. Professional Digital       6. Why Choose You
   Branding                      Page

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1 out of 3
         of all websites globally use Wordpress.

 Wordpress is an easy-to-use and powerful content management
 system. It is the gold standard for websites. It is open source, you
own your content, and you’re not locked-in to a marketing agency’s
                            inferior system.

                            Source: Wordpress                           20
Google Search Results

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65%
of local search engine ranking factors are controllable.

   Google My Business, reviews, on-page website factors, and
consistent online directory citations serve as the building blocks of
                            local search.

                              Source: Moz Local                         22
Create a Compelling Presence for Potential Clients Looking for Your Firm

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Behind the scenes, website technical enhancements can improve your rankings
         (This process is called On-Page Search Engine Optimization)

                             Source: Search Engine Journal
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You Must Target Relevant Keywords On Your Website

                        wrongful death lawyer
                    wrongful death lawyer near me
                    wrongful death lawyer + [City]
                   wrongful death lawyer + [Suburb]
                    wrongful death lawyer + [State]

You should have short individual website pages for each city, town
             and suburb relevant to your practice.

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Google My Business & Google Reviews

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Which Firm Do You Think a Potential Client Will Call?

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72%
 of clients trust online reviews as much as
recommendations from friends and family.

                 Source: Bright Local         29
30% increase
   in total firm revenue from just asking clients for
reviews from one LaGrande Marketing client in 2018.

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We Have an Easy System that Collects Client Reviews by Email on Autopilot

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Direct Clients to Your Website Review Page

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Testimonials

“I can't say enough great things about Shawn and his
company. Over the years, I have worked with several
companies and interviewed many more. The level of
professionalism and responsiveness I get from LaGrande
Marketing is so far beyond anything I have experienced up to
this point it makes me wonder if the others are in the same
industry.”

- Client

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Testimonials

“I have worked with Shawn for over 5 years...He and his team
are smart and very organized, particularly with adhering to
goals, making result oriented decisions, and reporting metrics.
Customer service is excellent.”

- Client

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Testimonials

“Shawn Leamon and the staff at LaGrande Marketing are top-
notch professionals that provide quality service for a fair and
reasonable price. We have worked with Shawn for over a year
now and have seen a marked improvement in our marketing
efforts. I would highly recommend the LaGrande team to
anyone looking to quickly and effectively expand their
marketing efforts!”

- Client

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Testimonials

“Shawn Leamon is a pro: easy to talk to, a fantastic listener, a
sound advisor. Not only has he helped me with the ins and
outs of social media marketing, his wealth of knowledge
regarding podcast distribution/marketing/website design has
been a lifesaver. He makes everything look easy with a ready
smile and accessible advice. While getting in touch with some
colleagues can be a challenge, the turnaround time for Shawn
to communicate to an inquiry is truly amazing! Cannot
recommend Shawn highly enough. You will not be
disappointed. ”

- Client

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Reviews

"Whatever your team is doing is working. Since you started 6
months ago, the phone has been ringing off the hook, and
we’re at the top of Google searches. LaGrande Marketing has
delivered."

- Client

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Reviews

"Shawn has been excellent! He is extremely communicative
and responsive. Working with Shawn has been a significant
improvement when compared to my work with previous
marketing companies. I feel like I am working with a pro who
is part of my own team. I am so thankful to be working with
Shawn and only wish I had found him sooner!"

- Client

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Reviews

"Shawn Leamon and the staff at LaGrande Marketing are top-
notch professionals that provide quality service for a fair and
reasonable price. We have worked with Shawn for over a year
now and have seen a marked improvement in our marketing
efforts. I would highly recommend the LaGrande team to
anyone looking to quickly and effectively expand their
marketing efforts!"

- Client

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Pay-Per-Click: Essential, Not Evil

Google Ads

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Don’t Get Outranked by Your
                                           Competition’s Ads
    You can do everything right from from an “organic” search engine
    optimization perspective, and your competitors can still outrank you.

Google Ad

Google Ad

Google Ad

Google Ad

 Organic
 Results

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Pick the Most Profitable Search Keywords

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Reach Clients in Your Most Profitable Neighborhoods

        Location: Choose cities, states, zip codes, addresses, etc.
                 Net Worth: Segment people by income
  Interest: Reach those who are actively looking at relevant legal issues
             Gender: Target only men, only women, or both
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We Help You Track Which Keywords are Driving Qualified Clients

                           Source: CallRail
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Amplify and Engage Your Referral
Network with an Email Newsletter

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Your Firm Should have an Email Newsletter

It can help you to:

1. Scale your referral network. By reaching out to new referrals and keeping
   in touch with old ones, you will increase the chances of being referred to as
   a preferred law firm.
2. Increase “top of mind” awareness. Certain brands and companies stick out
   at the “top of” our mind because they are personable or notable. Sending
   out a newsletter can further clients’ awareness of your firm and create
   memorable messages that will make them think of you in times when they -
   or someone they know - need a lawyer.
3. Humanize your law firm. Share your company culture with your network by
   letting them look into daily life at the office or specific accomplishments you
   have recently achieved. Storytelling through newsletters is a prime way to
   build connections and familiarity.

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Types of Content to Share

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Timeline

       Month 1:                                  Month 2:                                   Month 3+:
Onboarding & Get to Know                     Execute Marketing                            Test, Optimize,
        the Firm                                Campaigns                                    Improve
     Complete Client Kickoff Survey              Asset Creation for Ads              Launch Online Marketing Campaign
                                         (Photography, Design, Videography, etc)
   Setup and Access Online Accounts                                                         Revise Assets for Ads
                                         Social Media Post Creation & Scheduling
          Keyword Research                                                           Create Fresh Social Content & Assets

      Prospective Client Research             Create Key Audiences for Ads                Social Media Management

         Setup Review System          Launch Search Engine Optimization Campaigns    Revise Keyword Strategy As Needed

          Website SEO Audit                                                              Continue SEO Optimization
                                           Setup Online Marketing Campaigns
          Website Speed Test                                                                 Retargeting Strategy
                                                  Solicit Client Reviews
   Website Enhancement Suggestions                                                        Track and Measure Results

          Build SEO Strategy                    Weekly Results Reporting                   Conversion/Call Tracking

        Generate Digital Goals             Website Landing Page Optimization          Additional Website Enhancements

                                                                                    Suggested Content for Website & Social
                                                Conversion/Call Tracking
                                                                                           Request Client Reviews
                                           Local Keyword Research & Selection
                                                                                          Weekly Results Reporting

                                             Competitor Analysis & Targeting

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lagrandemarketing.com/atticus

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Thank you!
      Shawn Leamon
shawn@lagrandemarketing.com

     LaGrande Marketing
   1808 S Good Latimer Expy
           Suite 102
       Dallas, TX 75226

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