The Ethics of Being Online for Attorneys

Ethics of Being Online for Attorneys Chris Homer

[email protected]

mailto:[email protected]

@gngfound

•

CHRIS HOMER

Chris “Tres” HomerSEO Team Lead

Our Book AMAZON’S #1 BEST-SELLING LAW PRACTICE MARKETING BOOK

Jabez LeBret Mark Homer

How to Turn Clicks INTO CLIENTS

THIRD EDITION

ONLINE

PRACTICESTRATEGIES

LAW

LOOKING FOR ANSWERS 8 5 % O F CONSUMERS

FOR LOCAL BUSINESSES

R E A D ONLINE REVIEWS

U.S. INTERNET USERS SPEND 1 OUT OF EVERY 8 MINUTES

ONLINE USING FACEBOOK

G O O G L E H A S 6 7 % O F A L L S E A R C H T R A F F I C

97% OF CONSUMERS RESEARCH THEIR PURCHASES AND LOCAL SERVICES ONLINE BEFORE THEY FULFILL THEM AT A LOCAL BUSINESS

ONLINE LOCAL PRESENCE

MONTHMONTHMONTHMONTHMONTHMONTH

MONTHMONTHMONTHMONTHMONTHMONTH

OF CONSUMERS USE THE INTERNET TO FIND A LOCAL BUSINESS AT LEAST ONCE A MONTH

37%

OF CONSUMERS USED THE INTERNET TO FIND A LOCAL BUSINESS IN THE LAST 12 MONTHS

95%

Online heavily used for “research”

2005

Online = Website

2015

Online = Presence

2005 2015

THE FUTURE IS MOBILE

*IDC Research Report 2013

have their phone on or near them for all but up to 2 hours of their waking day.79%

reach for their smartphone immediately after waking up62%

say they can't recall the last time their smartphone wasn't next to them.25%

Among smartphone owners age 18-44

@gngfound

KEYWORDSBranded Law Firm of LeBret & Homer Jabez LeBret Mark Homer

Non-‐Branded Estate Planning Attorney Probate Attorney Real Estate Attorney

2005

2015

@mark_homer | @gngfound

Knowledge Graph

Firm WebsiteFirm Website

Images

LinkedInYelpAvvo

Page #1


Pigeon and Maps


Pigeon

Moz: Dr. Peter Myers / @dr_pete

Pigeon and Directories


Answer Cards

@gngfound

How do you influence Google Search to show the RIGHT INFORMATION about your firm at the RIGHT TIME?

Directory Listings

Google+ Local

16,713 Views No Branding

No Images

Google+ Local

Replace image with g+ pic with visits data

Google+ Local

Google+ Local (My Business)

Ethics issues arise when you “Claim” the listing

• You are responsible for the content of the listing if you claim

• Online Directories are acceptable form of advertising (Rule 7.2-5(a))

@gngfound

ETHICS OF DIRECTORIES

• You are responsible for the content of the listing • Business description

• Categories / Services (Rule 7.4) • “A lawyer may communicate the fact that the lawyer does or

does not practice in particular fields of law or limits his or her practice to or concentrates in particular fields of law.”

• A lawyer shall not state or imply that a lawyer is a specialist in a particular field of law, unless both of the following apply:

@gngfound


@gngfound

@gngfound

• KENTUCKY Model Rule 7.15

(1) A lawyer shall not make a false, deceptive or misleading communication about the lawyer or the lawyer's service. A communication is false, deceptive or misleading if it: (a) Contains a material misrepresentation of fact or law, or omits a fact necessary to make the statement considered as a whole not materially misleading; or (b) Is likely to create an unjustified expectation about results the lawyer can achieve, or states or implies that the lawyer can achieve results by means that violate the rules of professional conduct or other law; or (c) Compares the lawyer's services with other lawyers' services, unless the comparison can be factually substantiated.


@gngfound

• Be cautious when others are creating your directory listings, even if it is someone in house.

• Always double check the business description and practice areas that are listed on directories.


WHY REVIEWS MATTER

67% OF CONSUMERS

READ 6 REVIEWS OR

LESS TO MAKE UP THEIR MIND

SAY POSITIVE REVIEWS MAKE THEM TRUST A BUSINESS MORE

OF CONSUMERS TRUST ONLINE REVIEWS AS MUCH AS P E R S O N A L RECOMMENDATIONS

79% 73%

Image of search result with stars

Reviews

Where to Get Reviews:

Reviews

Reviews

Reviews - The Ethics• Don’t make up proFiles to write reviews

• You can’t write your own online reviews

• Don’t pay for reviews • Rule 7.2b: A lawyer shall not give anything of value to a person for recommending the lawyer’s services except…”

Reviews - The Ethics

EXAMPLE: Joe Smith leaves a review:

“Jim will win every time. He won $1 million for me in an auto accident lawsuit, Jim is the best Personal Injury attorney ever!!”

A Culture of Reviews• Ask for paper internal review at closing meeting

• Good review: what’s their email address?

• Ask and provide a how-‐to guide

• Provide guidance on what NOT to say

• It’s not easy in Legal Profession

@gngfound

WEBSITES THAT GET CLIENTS

P A S T

2002 2014

LEGALWEBSITES

COMMUNICATE

S O L V EI N F O R MS E R V E

MARKETING

P R E S E N T

COMMUNICATE

S O L V EI N F O R MS E R V ECOMMUNICATE

SOLVEINFORMSERVE

Your Website

@gngfound

• Name / “Brand”

• Where are you located? How can I get a hold of you?

• Phone Number / Contact Form

• Do you understand my problem? What can you do for me?

• Proof I should call you?

• Easy to navigate and find things

• Schema Markup for Google (ask your webmaster)

WEBSITE COMPONENTS

@gngfound

• Rule 7.5a: A lawyer shall not use a firm name, letterhead or other professional designation that violates Rule 7.1. A lawyer in private practice shall not practice under a trade name, a name that is misleading as to the identity of the lawyer or lawyers practicing under the name, or a firm name containing names other than those of one or more of the lawyers in the firm, except that the name of a professional corporation or association, legal clinic, limited liability company, or limited liability partnership…

NAME - ETHICS

• How do I call you?

• What do you do?

• What can you do for me?

• Proof I should call you?

Your Website

Your Website

Your Website

@gngfound

PROOF I SHOULD CALL YOU

Your Website

@gngfound

CONTACT FORM

WARNING: Attorney Client Relationship

@gngfound

CONTACT PAGE

Your Website Disclaimer

Responsive Design

• Fast Load Time• Access to All Content• Difficult to Code Correctly• THE RIGHT ANSWER

Keyword Stuffing“Blocks of text listing cities and states a webpage is trying to rank for”

Pasadena, Sherman Oaks, Encino, Culver City, Van Nuys, Santa Clara, Ventura, Simi Valley, Thousands Oaks

We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at [email protected]

We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at [email protected]

Keyword Stuffing

1.Repeating the same words or phrases so often that it sounds unnatural, for example:



Content: Blogging?

• SEO Value? • Fewer Posts, Deeper Content• Still Important• Add Personality

Ethics: •Don’t use names•Hunter vs. Virginia•Ghostwriter?

Creating Content“This does not mean that you cannot do your divorce yourself. However, many people who do not consult with attorneys may leave out certain very important provisions that can come back to haunt them later on, and cost them a great deal.”

Nevada Divorce Attorney + 12 Other States

City PagesPractice Area Pages

Other Content

Lawyer Bio(s)

Your Website Ethics•Any communication made pursuant to this rule shall include the name of at least one lawyer or law Firm responsible for its content

•Do not make statements that lead someone to expect results like “I can save your business” or “I will get you money for your [Blank].” Avoid even saying “I can [Blank] for you”

•Practice areas vs. specialist

Your Website Ethics•Disclaimers -‐ email vs. website “advertising material”

•Make statements that imply results

•Trade Names and Distinctive Website

•Keep a record = backups!


>25%


Impact of Mobile

25%

9%66%

Desktop Tablet Mobile

Mobile Website Search

Social Media

@gngfound

SOCIAL MEDIA

Not a “Fad”

Good For Ranking

Looking Beyond

@gngfound

FACEBOOK

Branding Cover Image

Likes Geo Info Keywords

@gngfound

FACEBOOK

Branding Cover Image

Likes Geo Info Keywords

@gngfound

FACEBOOK

@gngfound

TWITTER

Twitter

@gngfound

• Indexable by Google

• Increase your Followers

• Follow people, ReTweet, and share

• HootSuite / SocialOomph

• Be Careful “interacting”

TWITTER

@gngfound

LINKED IN

@gngfound

YOUR PICTURE MATTERS

@gngfound

LINKEDIN“Skills and Expertise” now “Skills & Endorsements”

@gngfound

SKILLS & ENDORSEMENTS

@gngfound

Recommendation:

Edit Profile and turn off the display of Endorsements

LINKEDIN

@gngfound

GOOGLE+

@gngfound

GOOGLE+ LOCAL

Social Media Nicolle Schippers ARAG Ethics Game:

Case is finally over. Unanimous verdict! Celebrating tonight.

Social Media Ethics Game:

Another great victory in court today! My client is delighted. Who wants

to be next?


Won a million dollar verdict. Tell your friends and check out my website.


Won another personal injury case. Call me for

a free consultation.


Just published an article on wage and hour

breaks. Let me know if you would like a copy

Ethics•What counts as advice: (rule 4.3) •When the lawyer knows or reasonably should know that the unrepresented person misunderstands the lawyer’s role in the matter, the lawyer shall make reasonable efforts to correct the misunderstanding. The lawyer shall not give legal advice to an unrepresented person, other than the advice to secure counsel, if the lawyer knows or reasonably should know that the interests of such a person are or have a reasonable possibility of being in conBlict with the interests of the client.

Ethics

• Is this Advertising: (rule 7.3) •A lawyer shall not by in-‐person, live telephone, or real-‐time electronic contact solicit professional employment from a prospective client when a signiBicant motive for the lawyer’s doing so is the lawyer’s pecuniary gain…

Ethics•Don’t Imply Results or Mislead •Rule 7.1: A lawyer shall not make or use a false, misleading, or nonveriBiable communication about the lawyer or the lawyer’s services. A communication is false or misleading if it contains a material misrepresentation of fact or law or omits a fact necessary to make the statement considered as a whole not materially misleading.

Ethics•Creating a client relationship (1.6-‐1.8 ConBlict of Interest) •Discovery issues -‐ Oops I didn’t want to know that •Rule 3.3 Candor to Tribunal

•Keep records of ads -‐ screenshots •The contents of advertisements and communications permitted under Rule 7.2 can be permanently recorded so that they cannot be disputed.

Ethics•Mentioning Judicial OfLicers, Neutrals etc. •Rule 8.4(d): state or imply an ability to inBluence improperly a government agency or ofBicial or to achieve results by means that violate the Rules of Professional Conduct or other law


[email protected]



Alternative Local Marketing Strategies

“OLD SCHOOL”

Take traditional marketing strategies and maximize search and social value

Win – Win - Win


Press Outreach

• Use targeted Facebook posts to journalists

• Everyone’s a publisher – Promote to ‘trusted audience’

• Don’t just shout about your own stuff

• Get to know local press – Twitter and LinkedIn


Press Outreach



Scholarships

• Direct outreach to schools (.edu)

• Scholarship websites• Social magnification• Tie into geo-location

and industry• Cast a wide net


Sponsorships


Pay to Play

• Promote quality content via social media paid posts –

save money by targeting!

• Get some rich markup back by using Adwords

• Adwords is often 2/3 of mobile top of fold

• Figure out what directories are crushing it in your

area and spend $$ for premium placement


[email protected]
