Integrity Marketing

What Your Clients Notice

There was a time when legal services consumers were intimidated by going to a law office. For some people, that is still the case. But when most people go to a law firm, they expect a certain level of courtesy, professionalism and, to be perfectly honest, the look and feel of success.

You would not stay long in a dentist’s chair if the equipment around you was not state-of-the-art and the office did not appear clean and up to date. The same holds true for your office.

Today’s legal services consumer expect to walk into an estate planning law office and see the following:

Furnishings that are tasteful, relatively new and comfortable. If your reception area chairs are more than twenty years old, or show signs of wear and tear, it’s time to replace them. Really.

Artwork including awards and honors from this decade. The only things that should be on your walls with a date that does not include 2000 are diplomas. Awards and accolades from the 1980s and 1990s should be stored securely. Of course if your office features fine art or works from local artists, the date is immaterial.

Organized workspaces. Whatever workspaces your visitors see should be organized and look neat, even if they are numerous stacks of documents. Clients and prospects are making decisions about what kind of office you run, how their affairs will be managed and what they can anticipate. If they see a clerical mess, they will assume that their documents will one day become part of the mess.

A well-paved, well lit parking lot. If you own a building, it’s a necessary investment. If you are a tenant, consider how your clients feel when they enter your building’s parking lot. Are there spaces marked just for your guests? Is the lighting sufficient for safety and comfort? If it is a big parking garage, are there security cameras or security guards in the area?

Today’s legal services consumer expects that your legal services will be superior to other offices. But they also want to feel that they are in the right place, and the look and feel of your office does matter.

Conquering the Ultimate Avvo Rating

By Kelly Myers

Clients often ask us what they can do, if anything, to improve their Avvo scores. Truth be told, increasing your Avvo rating takes a few different steps but is worth the effort.

Increasing your score can be done (without upgrading to a paid account) using the tips below.

What you need to know first is that the Avvo rating is based on an algorithm. The more elements you add in your profile, the greater your rating will be.

The key factor to a high Avvo score is filling in your profile completely. This means  adding all your awards, publications, speaking engagements and associations.

Make sure to include dates and date ranges with the information you add to your profile. The Avvo algorithm will not notice your accomplishments if there is no date included. To make sure your profile is accurate, don’t delegate, but take the time to complete this on your own.

Another great way to boost your rating is through peer endorsements. You can receive up to 15 peer endorsements that will be counted towards your rating. Of course you can receive more than 15, but the additional ones won’t impact your rating. Don’t be shy about asking your peers for a rating. And be sure to return the favor by giving your colleagues a favorable review.

There are a few other details: consider adding a headshot, or participating in the legal Q&As. Don’t forget to make sure your contact information is accurate, and now and then check on your practice areas to make sure that they are 100% up to date!

Creating a Business Plan

Lawyers like to joke about what they learn in law school: how to be a successful law student.

But when you enter the real world of practicing law, you enter a different world. That includes everything from navigating the procedures of your local court system to the politics of your first law office. Sometimes getting on the office manager’s good side has just as big an impact on your career as how well you did on your bar exam.

Even if you attended a law school that prepared students for the real world and taught courses on creating business plans for law firms, it is a rare academic who knows the competitive space of running an estate planning and elder law practice.

That’s what we are here for. No, we can’t award you an MBA. But we have been around the block when it comes to estate planning and elder law firms and we know what works. We also know that without a plan, you might be floating around aimlessly for years. Maybe even decades.

Here’s what you need to put a business plan in place:

An objective perspective. Your CPA may be able to tell you the bottom line, but are you able to see what needs to change to improve your bottom line? It’s not always as evident as billable hours. Just like a manufacturing company, you need a thorough inventory, except your inventory is not durable goods. It’s time, overhead, and systems. We know what works.

Time out. We say this about our strategic planning retreats and lawyer videos, because it’s true. You simply cannot dig into big picture issues while you are busy getting papers out before a court deadline. Don’t even bother. Wait until you can take a time out to stop and consider what is going on in your business before you can work on your business.

Make your practice a priority. Most of our clients take at a week or two every year to attend CLE courses and legal conferences, but they are not always as dedicated about setting aside time for their own practices. It seems obvious to us: if you can make time for your CLEs, you can make time to improve your practice.

Commitment. Look, not everyone is cut out to run their own practice. Some attorneys are better suited to be associates or partners with little or no equity (read risk). But if you are entrepreneurially minded, and that includes having control of your professional and personal life, then you have made a commitment to building your own practice. And if you want to succeed, you’ll need a business plan. And if you have a business plan that’s more than three years old, just like a will, you know it’s time for an update.

Want to learn how we can help? Give James a call at 877-352-2021 ext. 80.

What’s in a name? (Domain name, that is)

By Kelly Myers

As we all know, a strong online presence is important for any business, including yourself and your law firm. The very foundation of your online presence begins with your website domain name. But just how important is your domain name? Let’s talk a little about how to pick a domain and what your next steps should be.

During the onboarding process of the Essential Solution, your Account Manager will obtain your domain information, assist you in finding a domain if you don’t already have one or help you choose a new domain if you aren’t happy with your current options. There are a few things to keep in mind as you’re mulling over your domain selections.

First, be sure your domain is short and simple. If a domain is too long, there are more opportunities to make mistakes while typing the URL into a search engine. Finding a domain name that’s easy to type and easy to remember is critical to online success.

I’m sure you’ve thought about choosing a domain that reflects your name or the name of your practice. Many of our clients do this. But think carefully about if you want this to be your domain. Is the firm name made up of surnames that are difficult to spell or hard to remember? And what if one of your partners should leave the firm? There may be better choices.

Next, try to avoid numbers and hyphens if possible. Number combinations are usually hard to remember. Also, users simply don’t want to type in numbers or hyphens. It may be that they’re too lazy to type a hyphen or if they’re an older client, they may not even know where the hyphen key is on a keyboard. Therefore, it’s just easier to avoid these characters.

After you’ve thought of a domain you like, be sure that name is available. You can do so by using a registrar to search availability. I personally find Go Daddy’s domain search easy to navigate and understand.

If your chosen domain is available and ready to be purchased, go ahead and do so. Just don’t forget to renew your registration when appropriate, or the domain could expire and you would be without a website. Most registrar’s offer auto-renewal, which is a great option to consider.

If you have questions about your domain options, please feel free to reach out to Integrity Marketing Solutions for assistance. We are here for you!

Call Tracking: How, Why & What to Do About It

Do you want a holistic understanding of your marketing performance? Do many of your clients contact you by phone?

Join your team at IMS on July 13, 2016 at Noon central (CDT) for a webinar designed exclusively for the Essential Attorney™ and staff*!

This month's webinar will help the Essential Attorney and staff understand the purpose and importance of a Call Tracking number when reviewing website conversions. Join us to learn about CallRail, its features, its functionality and its purpose. This is a chance to gain a better understanding of this vital piece of marketing information and find out how you can take advantage of the reporting tools available through your Essential Solution services.

Join us for this free 20-minute webinar to learn more about call tracking and how to access your statistics.

This webinar is particularly valuable to new Essential Solution clients or new staff members. You may register at https://attendee.gotowebinar.com/register/1845281053893096962

Note: Your registration must be approved by the webinar organizer.

See you there!

April, Kelly, Anneliese & Dana

*This webinar is for Essential Clients only and all registrations must be approved in advance.

What’s Working and What’s Not Working

Do you know what pages on your website are garnering the most traffic and which ones have the highest bounce rates?

Do you know which ones they visit before going to the Contact Us page?

We do.

We know what your website is doing, how well your pages are working and how well they are working in comparison to other estate planning and elder law firm websites across the country.

Here’s something else we know: many of you are way too busy to dig into those analytics reports that we send every month. If time permits, you might skim the executive summary we send, so you have a general idea of what’s working. But the next thing you know, the phone is ringing or a paralegal is standing in the doorway gently knocking because she has an urgent question.

If you don’t have time to pore over the detailed reports, we understand. But it is important for you to know what is working and what, if anything, needs to be done to make your digital marketing more effective.

One way to do that is to have a phone conversation with one of your IMS digital marketing team members. You can tell us how much time you have for the phone conversation and if there are any points in particular that you want to cover, or if you want us to structure the call for you. It can be 15 minutes, or it can be 30 minutes. Or longer. We can hit the high points or we can dig into the details. It’s all good.

You can click here to submit a support ticket and tell us exactly what’s on your mind, or you can call James at 877-352-2021 ext. 80.

When “Opportunity” Knocks, Don’t Immediately Open the Door

By Anneliese Krull

One of our clients recently called me to discuss a solicitation she had received from a different “marketing” company. The representative alleged that our client’s site was performing poorly—only two visits per day. Taken aback, our client proceeded to confirm the web address this individual claimed he was viewing. It was the same website domain.

The company was trying to sell unnecessary SEO and back-linking services to our client. Fortunately, this client was able to spot the lie and was not scammed. You, too, can protect your firm from these types of internet scams. However, it will require you to follow a few simple steps.

How?

By utilizing the website analytics provided through Integrity Marketing Solutions.

Use your Analytics Reporting. As an Essential Solution client, you receive a monthly marketing report. Log in to your Essentials 1.0 Dashboard and view your sessions, page views, time on site, and conversions. By reviewing these numbers monthly, you will be able to confidently call the scammer’s bluff. With the E2 CRM, you will be able to know precisely “who” is visiting, which pages they are viewing, and how long they are staying. Armed with these facts you will have all of the ammunition you need to repel the scammer’s uninvited pressure.

Set Realistic Expectations. Understanding the indicators for successful digital marketing is key. For example, getting caught up in the Google and Bing search position snapshot could distract you from focusing on your successful conversions—and make you more susceptible to smooth talkers who are saying what you want to believe. Remember, the grass is not always greener on the other side, and you could seriously damage your online presence by trusting the wrong people.

Talk to Us First. You are already paying us. Before you choose to throw marketing money at another company, discuss your firm’s goals and the soliciting company’s promises with us. We want you to succeed and will be able to tell you whether their “pitch” is legitimate. If you do want to make any tweaks, then your firm and IMS can make them without jeopardizing your digital credibility.

If you find yourself on the phone with a smooth-talking marketing salesperson, be sure to follow the steps outlined above. To discuss these calls, submit a support ticket. If analytics with greater detail are something you desire, call James at 877-352-2021, ext. 80.

Are You Missing Out on A National Perspective?

We talk to a lot of our clients, all week long, but have we heard from you lately?

If you don’t remember the last time you had a personal conversation with a member of your marketing team at IMS (and yes, that is exactly how we think of ourselves), then we would suggest taking a moment to send a support ticket or pick up the phone to call James at 877-352-2021 ext 80.

We hope that you haven’t called because your practice is so busy that you are hiring more paralegals and associate attorneys.

If not, here’s why you should be calling us:

IMS has a national and global perspective on digital marketing. We speak with your colleagues every day, and those conversations yield useful insights. We can serve as your central point of “what’s new, what’s working, right now.”

We are always exploring new techniques and tools to make your practice better. Our own practice is growing because we are always asking the key question “How can this be better?” That means if there is a new tool that will make your practice better, we’re going to be digging into it.

A fresh perspective may yield some surprises. After more than two decades, we know the estate planning world from the inside out. And we know that it’s not always easy to see the trees when you are busy stomping around in the forest. Take advantage of our years of experience and insight into estate planning practices. Chances are, we can see issues and challenges clearer than you can.

The better we know you, the more we can help. One of the comments we often hear from firms who attend a strategic planning retreat is that they feel like our team really understands the law firm, it’s specific challenges and the personalities in the office. Experience has shown us that the more we know your practice, the better our results will be. Digital marketing success works better when clients and agencies are closely aligned and communicate on a regular basis.

We can’t wait to hear from you!

Why Lawyers Who Have Them LOVE Their Lawyer Videos

IMS is a big fan of lawyer videos, and it’s not just because we enjoy spending time with clients, shooting the videos and editing them to perfection. We know how powerful a great lawyer video can be. We know because our clients tell us how much they love their videos and what their videos do for their practice.

We also know that lawyer videos do more than sell 24/7. They also draw people to your site, give them a chance to meet you before they actually meet you and enhance your SEO visibility.

Why isn’t there an IMS produced lawyer video on your website?

“I don’t have time.” How about booking a quick trip to Kansas this summer, when the corn is high and maybe your office is on the quiet side? We’re here, and we’d love to meet you in person.

We can also do on locations shoots as well, which will be great for getting great localizing shots that show you in your environment, at your firm and around and about in your community.

“I don’t like being on camera.” We get that a lot. Not everyone is comfortable being on camera. But when you work with a team of experienced videographers, you can rest easy. Your video will show you in the best possible light, as a polished professional who speaks with authority and credibility.

Additionally, we edit videos in such a way that the attorney isn’t in every frame of your video. The trend today is to show what you’re talking about, rather than just you talking into the camera the entire time.

“How will I know what to say?” We’ve got that covered too. We’ll spend some time with you mapping out exactly what it is that makes you and your practice special. You’ll be well scripted, rehearsed and ready to go when the producer yells “Action.”

 “What if I don’t like the finished product?” We will work with you and your video until you do more than like it–we’re going to make sure that you LOVE it.

Want to know what you’ll love even more?

When new clients who haven’t met you in person come into your office for a free consultation and say “I feel like I already met you” because they’ve seen your video.

Want to get started? Call James at 877-352-2021 ext.80.

What Drives Your Practice? What Drives You?

People who excel at their chosen profession usually are driven by far more than money. That’s true if you are a great lawyer, a great chef or a great marketer.

People who are driven to excellence often have a hard time relaxing during vacations, because their work is not what they do, it’s who they are. If that sounds like you, we have a few questions to consider.

If you are on vacation and checking your emails, is it because you are afraid your team can’t handle things in your absence?

You may want to think about setting performance standards for positions so that you have a means of measuring, in objective terms, whether or not your perceptions of your staff are correct or not. You may be surprised if, after six months, someone who you thought was not doing their job turns out to meet every single criteria you set. Or you may have to confront the unpleasant truth that a team member is not pulling their weight.

If you are on vacation and can’t get a particular matter out of your mind, maybe you need a time out before you can solve the problem.

Give yourself some time off. This may provide the necessary space for your unconscious as well as your conscious mind to unravel the problem and come up with a solution. Don’t scoff: great scientific insights have come from dreams and day-dreaming geniuses. This can work for you too, if you let it.

If you are on vacation that is as overscheduled as your regular work day, are you on vacation?

Does your vacation have to be the best, with non-stop activities and amazing sights so you can post them on social media or share them with family and friends on your return? Type A personality is going to be a Type A personality whether they are at work or on vacation. But we suggest changing things up. If you are an over-scheduled kind of person, take a day to do nothing but lounge by the pool or take an easy hike in the forest. And if you are someone who could spend a week lounging by the pool, sign up for a day filled with activities. In other words, embrace change and see what happens.

Remember that the goal of a vacation is to return to your “regular” life feeling refreshed, energized and at best, inspired.

Now, put away your phone and go play!