Effective, Ethical and Outside the Box Marketing for Lawyers...
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Ben's Blog 
Effective, Ethical Marketing For Attorneys 
- You Need to Track Your Leads If You Want to Turn Them Into Clients
- The Best Way to Attract People Looking for a Lawyer Is...
- Make Sure Your Lawyer Ads Have These Three Things
Benjamin Glass - EzineArticles Expert Author
- The Pyramid of Marketing Success
- Why Videos Are Vital to Your Online Success
- Time - Your Most Valuable Asset
- The Top Principles of a Successful Attorney Entrepreneur
- Make Your Law Firm's Website Work For You
- Lawyer Directories - Effective Lawyer Advertising?
- The Difference Between an Average Lawyer and an Entrepreneur
- How to Use Your Law Practice As a Tool to Serve Your Lifestyle
- Radio Spots - Effective Lawyer Advertising?
- Don't Be Afraid to Say NO to Traditional Lawyer Advertising
- Response to Your Legal Marketing
- Lawyer-Appropriate Use of Social Media
- Is Thinking Like a Lawyer the Most Important Thing You Can Do?
- TV Commercials - Effective Lawyer Advertising?
- How to Create a Killer Client Database
- Why Lawyer Blogging Generates Website Traffic
- Whose LIFE is it Anyway?
- Creating an Ethical and Interesting Marketing Campaign
- Choosing Keywords For Your Lawyer Website
- What Successful Business Owners Have in Common
- "Outside of the Box" Legal Marketing
- How Any Lawyer Can Dominate Google
- Using Your Legal Marketing Campaign to Target Your Perfect Client
- Top 5 Tips For Lawyers Who Want to Start a Successful Blog
- Client Follow-Up in Your Marketing Efforts Pays Off
- Help Me Rescind My Car Accident Settlement
- Effective Time Management - Separating Entrepreneurs From All the Rest
- "Free Consultation" - Is Not an Irresistible Offer
- It's All in the Headline
- Trying to Say Too Much in Your Ad and Other Common Marketing Mistakes
- Thinking About Advertising in a New Or Different Media?
- The High Cost of Defensive Medicine
- You Had Better Be Practicing Discrimination in Your Law Practice
- Clauses You Don't Want to See in Your Long-Term Disability Policy
- Goals and Success - How to Bridge the Gap
- Business Owners Can Make Themselves the Obvious Choice
- What Are Your EXCUSES For Not Implementing a Complex Marketing System For Your Law Practice?
- How to Find the Best Personal Injury Attorney For Your Case
- Why Doesn't My Treating Physician's Opinion Matter?
- Outrageous - Kid Drinks With Friends, Gets Hurt and Sues Friend's Mother
- The Billable Hour - A Bad Business Model For Lawyers
- Myths Your Neighbors, Friends, and Other Lawyers Tell About Long-Term Disability Insurance Claims
- What a Webmaster Must Be Able to Deliver to Lawyers
- What Personal Injury Lawyers Need to Know About Getting a Web Site Placed Well in Google
- Fight the Marketing Vultures - How Personal Injury Lawyers Can Improve Their Marketing
- How a Professional Services Business Can Prioritize Marketing Resources
- A New View of Yellow Page Marketing
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More Info
Internet Marketing For Attorneys
- Lawyer Advertising Gone Horribly Wrong (Part B)
- Lawyer Advertising Gone Horribly Wrong (Part A)
- The Advertising Truth Will Set You Free (Part B)
- The Advertising Truth Will Set You Free (Part A)
- Sell Your Specialty, Not Your Law Firm (Part B)
- Sell Your Specialty, Not Your Law Firm (Part A)
- Recharge Your Legal Marketing Batteries (Part B)
- Recharge Your Legal Marketing Batteries (Part A)
- Don’t Be a Slave to Your Email (Part B)
- Don’t Be a Slave to Your Email (Part A)
How to Use Google to Stop the Client in his Tracks
Today, if people don’t already know the lawyer that can solve their problem or don’t have friends who can recommend a lawyer (and in cases like DUIs they might not even be asking friends for recommendations), they’re going to two places: the internet and the yellow pages.
People don’t shop for lawyers the way they shop for other goods, so traditional marketing messages don’t work here. No one decides they need a lawyer and then sits down and watches 5 hours of TV and picks the best ad. And no one seeks a great ad on TV and then decides to go out and call that lawyer. The vast majority of your potential clients are out on a targeted search for a Bankruptcy lawyer, Personal Injury lawyer, Criminal lawyer, etc.
So you need to the yellow pages ad or the website that stops them in their tracks and makes them say “I’d have to be an absolute knucklehead to take one more step before I talk to [your name here]?”
Take Google for example. When you run a Google search for something like “Seattle Personal Injury Attorney,” Google will give you ten search results on the first page. Most people will not get past the first search result page. Not being in the top ten makes you invisible.
The second point here is that once people find what they’re looking for, they stop searching. So if you are in the top ten, but their eye gets caught by number one or two, they never make it to your website. It doesn’t matter how great your colors, articles, offer, or site design is – the customer never sees it because he’s gone to Number Two’s website, has viewed a couple articles, sent Number Two an e-mail and has gone back to Google and is now searching “Seattle Car Crash Lawyer” (where you’re not on the first page either).
If you’re not on the first page of Google (and near the top of the page) in every single area of the law you’re catering to, someone else is and they’re stopping your clients before they even get to your expensive web page.
If you are on the first page of Google, you’ve got to give clients a reason to stay, a reason to contact you, and a reason to stop looking for other lawyers.
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