How to Banish the Boring and Turgid From Your Law Firm Content

Posted by Paul Hajek on Thu, Apr 03, 2014 @ 11:58 AM

Banish the Boring and TurgidContent has evolved and doesn’t just involve blogging anymore.

Now, as lawyers, we are only truly harnessed by our own imagination or rather lack of it.

Great legal content is breaking past new frontiers with slideshare, infographics, video and hubs.

Slideshare for Law Firms

What about a visual, easy to understand presentation using plain English with everything you need to know.

I think Slideshare offers great opportunities for law firms.

Slideshare allows for those boring shackles to be released (from the vertiginous mounds of paper with which we are duty bound to suffocate our clients) in favour of something much more engaging.

We’ve done it recently to liberate our compulsory complaints documentation.

 


There is, of course, a serious message here but the essence is working together with common goals with the minimum of fuss and greater peace of mind to give a greater opportunity for an enhanced client experience.

Win Win.

Infographics for Law Firms

BBC online asked me a couple of weeks ago to come up with an Infographic to explain the still confused state of Chancel Repair Liability.

I enjoyed the challenge: the result a Snakes and Ladders board game.

Chancel Repair Liability FlowChart  and Words

If you would like to download the full PDF version you can here.

And the benefit?: my second best recorded day for visitors to the Clutton Cox website.

By the way, my best day was on the evening the One Show did a piece on Chancel Repair Liability.

Law Firm Video

Video has been around for a while and quite a few law firms have had a go on YouTube.

We have our own YouTube channel on which we have been repurposing our existing content. Mainly, by reading chapters from my book on Conveyancing.

 

The tangential nature of internet browsing means that you legal content can show up by many diverse means. The more varied your legal content the more chance it will be found and in turn shared with others.

Law Firm Content Hubs

If you’ve got it –flaunt it!: great legal content that is.

Limitations of home pages on law firm websites often mean only a glimpse of your great legal content is available to view instantly.

There are software packages which make your legal content much more engaging and keep existing and potential clients interested for longer.

On our Clutton Cox Hub once you open the page you can keep scrolling down and all our wonderful content just keeps on rolling – interspersed with the obligatory calls to action of course.

You can even use the software to create flipbooks of ebooks as below

And One More Important Thing

The beauty of all of the above is that if your law firm content is worthy enough it becomes sharable and your law firm becomes less in thrall to that precocious 6 year old known as Google.

Sharing is the future.

Paul Hajek

Topics: content marketing for law firms, content marketing for lawyers, online marketing for law firms, inbound marketing for law firms

Captain’s Log:Star Date 2020“I Discern No Life Among Small Law Firms”

Posted by Paul Hajek on Fri, Feb 07, 2014 @ 03:16 PM

toastThis article first appeared in Solicitors Journal but without my title and ending

Small law firms are doomed. And it’s not much rosier for medium size law firms either!

No need for 20-20 hindsight by 2020 small law firms will be toast. End of!

How do I know? - As Freddie and the Dreamers sang – “Everybody Tells Me So”.

And not just Richard Susskind telling me so.

Legal Services as a Cottage Industry

Let’s take Susskind’s view that “we should dispose of what is largely a cottage industry, in order to satisfy clients' needs, and reinvent the way that legal services are delivered"

The Internet, that nasty gobbler-up of all things High Street, will do for us small law firms.

Most people will, as Susskind predicts, turn to online legal services for basic guidance on procedural and substantive issues of law.

But here is the thing the Internet is itself actually cottage industry writ large.

Everyone is invited to play (small law firms included) but the big boys (Google et al) get to choose whom you get to meet.

The Internet: A great Opportunity for Small Law Firms 

New tools previously unavailable make the Internet the new frontier for keeping and attracting clients.

Social Media was too new a concept for Susskind in his first book - not even a twinkle in his disintermediative eyes.

But its affect on how law firms can engage and stay engaged with existing clients and potential clients gives opportunities for small law firms to excel and grow bigger.

“Meet the New Boss Same As The Old Boss”

Small law firms exist and continue to exist because of the people, their clients, they serve.

Law firms should embrace the tools that the internet gives us, but to go back to old fashioned values of client service which served previous generations so well.

Social media allows us to get closer to our clients; to engender the care and commitment of older generations who built their businesses on old fashioned virtues.

The butcher, the baker who knew all their  customers backgrounds, conversed in real time about what was going on in their lives and gave added value when it was most unexpected viz. why a Baker’s dozen would equal 13.

Law firms, small or bigger, must make caring more scalable.

Let’s face it with the ubiquity of social media you should be able in most cases to find out much about what makes your clients tick and dovetail your services accordingly.

Banish Thoughts of Commoditisation

Commoditisation is a race to the bottom.

Provide your clients with a better understanding of how the law affects their lives at particular moments. How they can have successful outcomes.

Provide great content in an easily understood and jargon free way.

You need to set your law firm apart.

So Are Small Law Firms Doomed?

Success like failure is purely optional.

The internet is a true meritocracy, where great content will attract a new audience for law firms.

By utilising the internet your great content can flourish and innovation and differentiation can reach a wider audience. Innovative legal services will be quicker to market.

Social Media will enable stronger relationships to be forged with existing clients and lure new clients to your law firm

But, and it is a big but, the time to act for law firms is now, heed Susskind’s exhortations to have a long hard look at your law firm.

But as for me, beam me back on board, Scottie!

Why Not Keep in Touch?

Topics: online marketing for law firms, inbound marketing for law firms, internet marketing for solicitors, small law firm survival, high street solicitors

Law Firms: “Be Bloody Bold and Resolute” in 2014

Posted by Paul Hajek on Thu, Jan 09, 2014 @ 09:19 AM

Be Bloody Bold and resoluteLists: I love them.

I had fun compiling New Years Resolutions for Law Firms last year and am thrilled to do so again for 2014.

Personal recommendation for lawyers and word of mouth reputation are still the cornerstone for successful law firms. But, increasingly clients and potential clients are inexorably moving towards the internet where they can get a flavour and judge for themselves the “cut of our legal jibs”

I kid you not: algorithms are already determining the percentage chances of successful litigation, yet the flat-earth branch of the profession still denies the internet is having an effect or will have an effect on their law firms. So good luck with that one.

There has been a splurge of new lawyers and law firms with an internet and social media presence. Inbound marketing continues to grow rapidly but inbound marketing for law firms is still nascent.

Social Media for lawyers is no longer a minority past time, as more and more lawyers dip their toes in – although to be fair some less subtle law firms are stomping around with hobnail boots on.

As I exalt in the freedom of by-gone worries of splitting my infinitives, let me be one of the first lawyers, to boldly go on a trek through the internet marketing and social media universe, and give you my list of self proclaimed aphorisms, pointers and tips sprinkled a few bon mots and links to people I enjoyed connecting with in 2013.

The following legal musings are in a handy bite-sized chunk format.

Law Firm Management

  • Get closer to your clients. It’s not new but unless you care immensely more for your clients your competitor law firms and ABSs will do it for you.
  • Audit the whole experience of working with your law firm through the eyes of your clients. Yes, we can all improve
  • Banish the “C” word – Commoditisation. It’s a sackable offence in my law firm.
  • Avoid the race to the bottom on legal fees especially Conveyancing.
  • Learn more about the art and science of Pricing your Law Firm services
  • Sign up and follow the advice of Richard Burcher at Validatum or Kim Tasso on pricing for professionals 
  • Write a “Thank You “ note to each week to a client or contact who won’t be expecting it
  • Promise yourself you will cure your law firm myopia by working  more “on” your business rather than just in “it”
  • Demote the excuse “I am too busy” to market my firm: work smarter and/or put your fees up
  • Give all your staff company encrusted road haulage trucks like Eddie Stobart does.
  • Exceed expectation – get on board for destination Wow
  • Sign up for Joe Reevy’s newsletter. Gems and Golden Nuggets of common sense advice guaranteed
  • Read my blog: Circle the Wagons and Come Out All Guns Blazing
  • Hit the Road, Jack – speak and visit other law firms, talk learn, and share: protect our solicitor brand. I’ve travelled to meet some great solicitors this year to “chew the legal cud”
  • Reduce reliance on third party paid referrals
  • Read my blog: Match Point: What More Could Your Law Firm Achieve?
  • Remember client retention is much cheaper than client acquisition

 Internet and Inbound Marketing for Law Firms

  • No one really cares about your law firm website – get over it
  • Mens sana in corpore sano - a fit mind in a fit body..and that includes working out personally and with and on your law firm website
  • Invest in marketing technology such as Hubspot to help run your firm effortlessly 24/7/365
  • Talk to me about Hubspot – I’m evangelical
  • Repeat the mantra “My law firm will get found online and we will convert leads into clients”
  • I said repeat it
  • Start an E-Newsletter or improve on an existing newsletter.
  • Evaluate your own law firm website with fresh eyes: overhaul the home page at the very least if it doesn’t cut the mustard
  • Consumers complete 60% of their buying decisions before talking to a sales rep – work out how that will impact your online law firm strategy
  • Read my blog: Get the Love –Inbound Marketing is the Future
  • Sign up with Boyd Butler at Great Legal Marketing and learn to think differently.
  • Read my blog: Are You Investing in Chinese Fishing Nets?
  • Get proof of how good you are – get testimonials from satisfied clients and keep asking those clients to refer new work to your firm
  • Marketing your law firm is an endless tour – don’t let yourselves be bowled out in 31.4 overs like the England Cricket team in the last Test Match in Australia:concentrate and be bold.

 Blogging for Lawyers

  • Look to build a blog not launch one
  • Work out an antidote for any “Lexblogophobia” in your firm.
  • Find a blogging champion within your firm but never force anyone –it will show.
  • Make it easier for potential clients to discover what you’re bloody at –create great content 
  • Increase your blogging and content output by 50% over the next twelve months
  • Write 2 blogs a week for your website –that will increase your law firm website by 100 over a year. Powerful
  • Start your blog editorial now and round of the year with your first eBook
  • Make sure you write that eBook (If you have a 100 new blogs next year that should more than cover it!)
  • Sign up and follow the blog of Irish Solicitor Flor McCarthy from Clonakilty County Cork – and be enchanted.
  • Find your niche Create great legal content and become “the go-to lawyer or firm” like I have done with Chancel Repair Liability
  • Never post a blog without a thumbnail image and an alt tag. Images add power.
  • Mix and Match your blog article lengths and be sure to do an in depth blog at least once a month. Google likes in depth content - it’s official
  • Sign up to the Solicitors Online Success blog below and never miss an article again
  • Your law firm is now a media publishing business embrace it and excel.
  • Educate your clients and help them learn about the legal process as it affects them
  • Ask your staff to name the 10 most common questions asked daily and create your first 10 blogs or another 10 blogs if you’re already up and running.
  • Learn to multi-task and think, write and construct blogs – Watch Monday Night Football and Blog; Watch Rugby and Blog; Watch Breaking Bad and on second thoughts..

 Content Marketing for Law Firms

  • Cut the Crap (1) avoid bombastic, turgid and orotund blog posts and content
  • Cut the Crap (2) No more inane tweets informing the Twittersphere that you are available for a quote for conveyancing, a divorce or a Will. Yuk!
  • Download Crap: The Content Marketing Deluge by Velocity Partners and follow @dougkessler its creative director to see what fantastic content looks like –be inspired
  • Veni Vidi Video –especially the last one and don’t be so precious and eschew the library books at the back
  • Don’t fear your law firm’s content management system – learn a bit of code and feel more in control.
  • Ensure every page of your law firm website has a sufficient Call to Action – or stand on the naughty step
  • Make your content shareable and sociable, allow people to easily follow you and share your content

 Social Media for Solicitors and Lawyers

  • Treasure your invite to the world’s largest cocktail party that is Twitter
  • Understand that Twitter is primarily a listening medium
  • Read the “Jab, Jab, Jab, Right Hook” by Gary Vaynerchuk and learn how to tell your story in a noisy social world.
  • Consider other social media not just the usual suspects such as Pinterest, Instagram, Tumblr and Slideshare and Prezzi and Uberflip could help your practice but:
  • Don’t try and do every “social media” stick to what you think will work best
  • Perfect your blogging style over time – don’t rush ( please don’t hold any of my original blogs back in 2008 against me)
  • Exit a group on LinkedIn which no longer inspires you
  • Join a new group on LinkedIn which may inspire you and join in the discussions

 SEO for Law Firms

  • Don’t get fixated and hung up with SEO, but do concentrate on creating great content. You’re writing for humans not robots!
  • Think twice and then thrice again before instructing a so called SEO expert sign up to Moz to find out what SEO is really all about.

Law Firms and Google+

  • Google+ will grow in importance and influence search results. Google+ is here for the long haul
  • Inhabit Google+ and work out how it can benefit your clients and staff
  • Claim your content with Google Authorship markup and if you are lucky Google will post your photo next to your blog like here

Which, if any, Were Advertising Slogans Used by Alternative Business Structures in 2013?

  • Feeling Flat?: Let Our Legal Team Put the Wind Back In Your Tyres
  • It’s not just car breakdowns we cover but also marital breakdowns.
  • Free Marital Breakdown Cover When You Sign Up for Roadside Breakdown Cover
  • Free Roadside Breakdown Cover When You Sign Up To Marital Breakdown Cover
  • Your tyres may have let you down but our legal services team won’t
  • Wills While You Wait………. For Our Van To Arrive
  • Injured in a car accident in the last three years? ( That one may have been overplayed a bit now, admittedly)
  • We’d like you to turn all your legal problems into a Saga
  • We can’t run a Bank but boy oh boy do we know how to run a law firm
  • The highways jammed with broken heroes on a last chance power drive - but not our Truck Stop Lawyers, Eh Eddie?

Extract from my Unforthcoming  Book on Conveyancing

‘Two Tick’ Tulisa, an 18 year old, highly experienced one-to-one, customer-facing conveyancing coordinator with Inter Galactic Estate Agents.com (and author of ‘How to Successfully Tick Your Way Through the Conveyancing Process and Wave Goodbye to Common Sense’) was delighted.

The enthusiastic Tulisa, acting upon a hot lead from her punter procurement department, had persuaded first time buyers Mr Poor and Miss Unfortunate (not their real names) to use the conveyancing services provided by their sister company and fledgling ABS Your-Call-is-Important-To-Us.com.

For you see, Tulisa had shown Mr Poor and Miss Unfortunate the light: their appointed lawyers were the future of conveyancing.

Apropos Nothing

  • So you’re in a lift/elevator- tell me what you do in 29.9 seconds or thereabouts
  • Only talk to passionate and enthusiastic people in said lifts/elevators
  • Avoid temptation to utter whilst in said lift/elevator “I’m ready to take this baby to the next level are you?”
  • Shun Mr. Mrs and Ms Negative and all their family and relatives and all their close personal friends
  • Look forward ( if rumours are to be believed) to joyous wincing at Saul Goodman the outrageously corrupt, ghastly and appalling attorney from Breaking Bad in his new eponymous series
  • Have an inflatable “scales of justice” proudly above your office – only joking –see above
  • Avoid TV adverts for your law firm  – and I’m not just talking about Call Saul
  • Create your own three word aphorism for ABS – never harms to amuse oneself 

Macbeth

Above all else avoid complacency in your law firms.

“Be bloody bold and resolute; laugh to scorn the power of man, for none of woman born shall harm Macbeth

After all it’s what did for poor old Macbeth in the end.

And finally..

A Happy, Content Enriched and Wonderfully Prosperous New Year to you.

Topics: content marketing for law firms, content marketing for lawyers, online marketing for law firms, inbound marketing for law firms, blogging for lawyers, blogging for solicitors, blogging for law firms, solicitors online success, social media for law firms, ABS, internet marketing for law firms, law firm marketing, Alternative Business structures, marketing for solicitors, twitter for law firms, Internet marketing

Does Your Law Firm Content Pong?

Posted by Paul Hajek on Tue, Oct 22, 2013 @ 01:54 PM

does your law firm content pongI was lucky enough to attend the Inbound Marketing UK 2013 Conference in London last week.

The speakers ranged from a headlining Brian Halligan the CEO of Hubspot and the author of the term “inbound marketing” though to the captivating and entertaining Carrie Longton co founder of Mumsnet

For me the speaker with the most resonance for law firms and their content marketing was Doug Kessler of Velocity Partners who talked a lot of crap – or to be precise “Content Marketing in the Age of Crap.

Now, dear loyal reader that got me thinking about the current state of online content amongst firms of Solicitors.

In short, in my humble opinion, there is a lot of crap content being produced on law firm websites.

You need to avoid falling into the crap legal content trap.

Content is King of Law Firm Websites

My fervent belief is in law firms creating great content for their law firm websites.

My evangelical conviction is that law firms should turn themselves into educational treasure troves for clients and potential clients to discover initial answers to questions and possible solutions to their problems.

Client relationships in this Digital Age will be enhanced and new relationships started from the powerful content of your law firm website.

And crucially such content should be home- grown, in-house and organic.

But, Every Bugger’s At It

Yet, chances are you have not yet produced much if any of your own content on your law firm website.

You will have been offered - All for a pretty penny - website content by every Tom Dick and Harriet from SEO agencies (don’t get me started); Social Media agencies; Website Designers and Marketing Agencies.

And you can throw into the mix reincarnated copywriting agencies, video production companies and contract publishers who miraculously have transmogrified into content farms, rich content creators and content marketing experts.

And here is the danger: more content the more likelihood of pong.

Below par, average, mundane (and my pet hate of lawyer content) the turgid bombastic and orotund content is appearing on law firm websites so much so that it risks diluting the power of great content as a marketing tool to attract and satisfy existing and potential clients.

Generating Great Content for Your Law Firm

You know me well enough to protect you against such a ghastly outcome.

It is in your hands –literally.

You are the best placed and most qualified to provide great legal content which answers questions, guides with problems, helps clients be entertained as well as better informed, and which clients and potential clients ache to share with friends family and colleagues.

In short, your goal should be to elevate your firm into one of the great law firm content brands.

What You Need to be a Great Legal Content Brand

Great because you reach for the stars and seek to rise above the morass of general law firm output.

Great Law Firm Content because your goal is to be bigger and better regarded for your content than your competitors.

Great Law Firm Content Brand because you are able to deliver on your promise of great law firm content and the best brands always deliver on their promises.

Aspire to those goals and ensure your law firm will be famous for producing thought-provoking, pragmatic and entertaining content that your clients and potential clients will always be willing to devour with gusto.

And for many years to come thereafter, your great law firm content has the power to be your gift which keeps on giving.

5 Principals of Great Law Firm Content

Here is my take on what you will need to produce great law firm content:

1.      See From Your Clients’ Eyes: Become Your Client

Write as you would wish to be informed.

Ask your self the questions that clients are always asking you.

How can you make your clients more successful, meet their concerns and guide with their problems.

2.      Say It As It Is

Your goal will be to answer your clients and potential clients’ needs and worries before they ask the question. Be there for them in a way which breeds warmth and authority.

3.      Say it Now and Often

Don’t hang around thinking about it- just get on with it. The more you reach out with your great law firm content the more likely you will be appreciated by your existing clients and discovered by new potential clients.

You will improve over time. Guaranteed.

4.      Put In Your Heart and Soul

Passion is tangible - You can’t fake it. If you are disinterested or disengaged you will not create great legal content.

Stamp your personality on everything you do and avoid the same old or perceived style of academic legal writing.

If you don’t care passionately about making a difference it will show in your legal content.

If you are not up for it, don’t beat yourself up about: move aside and find someone in your firm who has the passion and desire.

5.      Be bloody hard on yourself – or get a coach

Great legal content is hard work. “Slings and arrows of outrageous fortune” are bound to get in the way of your best intentions.

If you are self-motivated then that’s fine, but seek help if that will achieve your goals more readily.

Think Mo Farah getting up at the crack of dawn in the bleakest winter to put in his 130 training miles a week. It helps that his coach is beside him to guide him, to cajole him and to praise him when the session is completed.

The Return on Investment of Great Law Firm Content

Great Law Firm Content gets shared.

Your greatest content gets shared by many.

And those people who have be given your great content will share it with their friends in one great big exponential love-in.

And when great legal content gets shared it will lessen your reliance on the search engines and paradoxically be better appreciated by the search engines.

Your Law Firm Brand In the Spotlight

The greatest result will be the spotlight, hitherto unilluminated, which lights up all your legal services to adoring clients and potential clients alike.

And the best news of all is that you can let other law firms worry about the “pong” emanating from their websites.

Paul, I May Need Some Aromatherapy

Paul Hajek

Topics: content marketing for law firms, online marketing for law firms, inbound marketing for law firms, blogging for solicitors, blogging for law firms, internet marketing for law firms, IMUK2013

Law Firms Get The Love: Inbound Marketing Is The Future

Posted by Paul Hajek on Tue, Apr 16, 2013 @ 09:22 AM
Inbound 12
When I qualified as a Solicitor, in 1983, I didn’t have the first idea what role marketing played in winning clients.

Marketing for solicitors, or so it seemed to me, was an invention waiting to happen.

If I were to characterise Law Firm Marketing back then it was thus: Open Solicitor’s Office; Buy Yellow Pages Advert; Answer Phone; ergo, Client Deluge.


Law Firm Marketing Has Changed: Outbound versus Inbound Marketing

My first ever experience of solicitor marketing came from a conference by practicing solicitors John Loosemore and Robert Parsons tantalisingly entitled “What They Didn’t Teach You in Law School”

Thank you John and Robert as I have never looked back since.

Many law firms still believe in the traditional marketing routes of advertising.

I dare say some law firms still rely on Yellow Pages almost exclusively as their advertising and (by extension) their marketing of choice.

Those outmoded forms of what may be termed old –fashioned or outbound marketing are being replaced by inbound marketing

Inbound Marketing for Law Firm: Get the Love

Your law firm may not have heard of the term “inbound marketing”.

Inbound marketing does not involve an exclusive law firm upgrade of Photoshop designed to vanish blemishes and air brush your lawyers’ profile shots.

Inbound marketing is the way to get your law firm loved by your existing clients and potential clients alike, to ensure continuing instructions.

Intrigued?

What Law Firms Should Know About Inbound Marketing

Let’s start with a definition of Inbound Marketing from the creators of the term Hubspot.

“Inbound Marketing is marketing that’s useful. It means acquiring customers by attracting and nurturing prospects with exceptional content, data and customer service”

Your law firm may even be in the vanguard of inbound marketing without actually knowing it: powerful website providing useful information and opportunities with your targeted clients in mind

But, although a simple enough concept, in my opinion, too few law firms have grasped the power of inbound marketing.

How Law Firms Should Adopt Inbound Marketing

Avid dear reader you will be well accustomed to inbound marketing as a strategy for law firms as we have been promoting inbound marketing as a strategy for solicitors and law firms since we began blogging on Solicitors Marketing Success at the beginning of 2011.

Inbound Marketing, in the sale of legal services involves using great online content as the core component.

The 3 Basic Tenets of Inbound Marketing for Law Firms

There are three basic tenets of inbound marketing for law firms

 

  • Get Found – Tactics like, search engine optimisation, promotion through social media, blog and content marketing, that aim to attract potential clients to your law firm
  • Convert  – The use of calls to action, landing pages, email marketing and marketing automation that are intended to convert your law firm website visitors in to paying customers and clients
  • Analyse – Using the right software tools to improve your law firm’s efficiency of the entire process.

The Difference between Old or Outbound Marketing and New Or Inbound Marketing for Law Firms

Yellow Pages Directories are now a sliver of their former weight and size.
Adverts are expensive and a very blunt tool best kept to the major brands and their product awareness campaigns. Sky Plus and TiVo based products allow us to block out adverts (yes, even adverts from Quality Solicitors)

Law Firm clients and potential clients all have the same thing in common: they are more in control, more independent than ever before -  and they decide when they want to hear or read from your law firm.

Pre Selection of Law Firms by Client Research

For most law firms this is the invisible elephant in the room.

Many solicitors and law firms have simply no idea that they are being selected by the content (or rather lack of it), and look and feel of their website.

I experience this weekly on my Clutton Cox website where we receive online instructions and we have had no contact with that client other than from interaction within our law firm website.

Solicitors Marketing Success, Hubspot and Your Law Firm

Time is the enemy for most solicitors who do not have the resource of a bespoke marketing department.

Law Firms of all sizes large and small need to think smarter about their marketing and inbound marketing in particular. And above all law firms need the tools to make their marketing experience as painless and as efficient as possible.

Hubspot provides all the tools a law firm would need to turn their website into a legal powerhouse and fight on a level playing field with much bigger law firms and new entrants in to the legal services market.

I have been using Hubspot software for my law firm Clutton Cox for over 4 years.

As Solicitors Marketing Success is now an affiliate of Hubspot, I want to teach you to use what I consider to be the best, most comprehensive software available for law firm’s and their inbound marketing strategy.

Talk To Me

Give me 15 minutes of your time to begin to explain how Hubspot can work for your law firm and set you up with a free 30 day trial.

And see how you and your law firm can be loved all over again.

Itching To Find Out More- Go On!

Paul Hajek is a Solicitor with over 30 years experience in private practice. He is one of the most prolific law and marketing bloggers in the UK.

Paul Hajek would love to coach, mentor (and cajole if needs be) inspire and teach you all he knows about blogging and blog marketing for your business.



Topics: online marketing for law firms, internet marketing for solicitors, internet marketing for law firms, marketing for solicitors, blogging

Small Law Firms: "We're Doomed, Captain, We're All Doomed"

Posted by Paul Hajek on Thu, Jan 24, 2013 @ 04:55 AM

Private Frazer resized 600

In case, you haven’t heard, small law firms will be “toast” by 2020: “are no more, ceased to be..” And it’s not much rosier for medium size law firms either!

My characterisation's based on Professor Susskind's predictions in his new book “Tomorrow’s Lawyers: An Introduction to Your Future”.

It is decreed that unless small firms offer a genuinely specialised or personal service that the legal services market is prepared to pay, small law firms do not have much future past 2020.

Why are Small Law Firms Doomed?

In Susskind’s opinion legal services are primarily a cottage industry, so disparate, you wouldn't believe: "we should dispose of what is largely a cottage industry, in order to satisfy clients' needs, and reinvent the way that legal services are delivered"

And that nasty gobbler-up of all things High Street, the Internet, will do for us.

One mustn’t shoot the messenger for Susskind rightly provokes or should be provoking law firms to have a good hard look at themselves: repositioning or at the very least some reappraising of your law firms’ raison d’être and where your law firm is heading.

Evidence of Change in the Legal Services Market:

Susskind quotes William Gibson, the science fiction writer, to characterise the present state of the legal services - "The future has already arrived its just not evenly distributed yet."

Susskind points out that systems such as RocketLawyer (and my firm Clutton Cox is proudly one of the 20 or so Law Firms on their law firm panel) are already operational.

ABSs are coming at us thick and slow at the moment. Doubtless, many more ABSs are in the departure lounge waiting for take-off.

Is There an Antidote to Susskind for Small Law Firms?

Most people will, in Susskind’s view, turn to online legal services for basic guidance on procedural and substantive issues of law.

But here is the thing: the Internet is itself actually cottage industry writ large.

Everyone is invited (law firms included) to play but the big boys (Google et al) get to choose whom you get to meet.

Social Media for Law Firms

New tools previously unavailable make the Internet the new frontier for keeping and attracting clients.

Social Media and was too new a concept for Susskind in his first book - not even a twinkle in his disintermediative eyes.

But its affect on how law firms can engage and stay engaged with existing clients and potential clients gives opportunities for small law firms to excel and grow bigger.

New World Same As The Old World

In spite of the luddite calls of some lawyers, the law is not a different business to which other rules apply.

Law is a people business. Law firms exist because of the people, the clients, they serve.

The way forward for law firms is to embrace the tools that the internet allows us, but to go back to old fashioned values of client service which served previous generations so well.

Social media allows us to get closer to our clients; to engender the care and commitment of older generations who built their businesses on old fashioned virtues.

The butcher, the baker who knew all their  customers backgrounds, conversed in real time about what was going on in their lives and gave added value when it was most unexpected viz. why a Baker’s dozen would equal 13.

Law firms need to secure, as one of my hero’s Gary Vaynerchuk would say, the emotional equity in their clients. Clients want real not just lip service to a so called “quality service”. Social media offers an opportunity to be real.

Law firms, small or bigger, must make caring more scalable. Let’s face it with the ubiquity of social media you should be able in most cases to find out much about what makes your clients tick and dovetail your services accordingly.

The goal is to retain and acquire clients by attracting and educating them with great content and providing them with great service.

Law Firms as Educators and Legal Publishers

Part of our goal at my law firm Clutton Cox is to educate our clients in all things conveyancing, wills and probate.

We aim to provide our clients with a better understanding of how the law affects their lives at particular moments.

We provide great content in an easily understood and jargon free way.

In essence, in order to differentiate Clutton Cox for our competitors, we have turned our website in part into a legal publishing platform for the benefit of existing clients and new clients.

Social Media is Hard Work

Getting word of mouth recommendation takes no little skill, time and effort to accomplish.

What social media can now do is translate that word of mouth reputation onto an informational platform for more to see. Such social proof is a powerful magnet for attracting new clients and will be for years to come

It’s tough, it always has been tough. It’s like running a marathon but, social media allows for one to one interaction with clients and potential clients as never before.

Is There a Future for Small Law Firms?

Of course, there is.

The internet is a great enabler for small law firms who are able to compete on a level playing field with the bigger law firms.

The internet is a true meritocracy, where great content will attract a new audience for law firms.

Innovative legal services may be quicker to market and be viewed by a greater audience

Every law firm should have a blog and at least a Twitter or Facebook presence: it should be easy for you to communicate and respond to clients immediately.

Social Media will enable stronger relationships to be forged with existing clients and lure new clients to your law firm

The next big thing will be mobile: smartphones and tablets. Get your law firm strategy in place to make the most of these platforms

Don’t Panic

As Corporal Jones would have concluded to the “we’re doomed” exclamation – Don’t Panic.

But, and it is a big but, the time to act for law firms is now if you are to avoid popping out of a toaster in 2020 – or before!


Solicitors “Done for You” Solution

I am building an “ultimate design, build and implement package for law firms”

Whether you are a sole practitioner, a small medium or large law firm we will provide you with everything you need to catapult your law firm web site in to the premier league...

    • E-mail marketing strategy for client attraction and retention

    • Internet marketing strategy for solicitors including best-practice traffic tactics

    • One to one coaching and mentoring with award winning social media expert and practising solicitor and an Amazon 5-star rated author and web design expert.

    • Content marketing including Blogging and social media management (so you will know exactly what to do and when to do it!)

    • And a lot more...

And it will all be backed with a cast-iron guarantee that it will generate significantly more enquiries for your law firm than what you currently getting from your website (if any!)

If you are interested in finally using the web to attract more visitors to your website and generate more enquiries from potential clients use the form below to sign up for free announcements about the ultimate package.

That will tell us you are interested to know more and is of course without obligation.

Fill out the form above, and we look forward to sending you more information about this exciting new development shortly.

Itching To Find Out More?

Photo: Private Frazer played by John Laurie via BBC Dads' Army

Topics: online marketing for law firms, blogging for law firms, high street law firms, internet marketing for law firms

Is Your Law Firm Caught in the Headlights of Social Media?

Posted by Paul Hajek on Thu, Nov 01, 2012 @ 05:36 AM
Headlights dazzlingSocial Media are out there!

We’re in the middle of the road surrounded by it, you can sense it but not see it; it’s whistling past your ears; it’s noisy – but what as law firms are you supposed to do with social media.

Is your law firm trapped like rabbits in the social media headlights?

Article in the Guardian

Nicola Laver in the Guardian last week published an article entitled “Lawyers struggle to take commercial advantage of social media”

In the article, Nicola asked consultants and a few biggish law firms  (regrettably no small firms were interviewed) what their experiences of social media were.

A couple of observations are worth exploring.

Big Law Firm v Small Law Firm

Size does not matter as far as social media is concerned.

Law firm, Pannone, claimed that over 30% of the firms business is generated from its website.

I would hazard a guess that is 30% of leads rather than client instructions which nevertheless is a huge step forward in client acquisition for law firms.

It is however small firms who can make greater strides in this area: Clutton Cox my law firm acquires 44% of its leads directly from our website. Our conversion rate from our special landing pages is an impressive 33%.

Social Media Icons: Really?

Law firm Thomas Eggar proudly launched their new website last month and boasted that the firm uses social media icons to encourage readers to share their content: Really?

A big black mark and stand at the back of the class for any law firms reading this who do not make their content sharable already!

Don’t be those Bunnies!

Our loyal reader will not be shocked and over the last 18 months or so wised up to opportunities social media brings to law firms.

Law firms need to take action to bring their law firms in line with what is happening in the legal services market place.

Your clients are being targeted and lured away from you with forward thinking firms who “get” social media , blogging and internet marketing. And, that’s with just a trickle of ABSs joining the party.

Dip Those Headlights

If you do not have a social media strategy the time to take action is now.

Ed and I have a Social Media Package for Law Firms who for whatever reason don’t have the time to do it themselves, but know they must take action soon.

Let us dip those headlights for you

Beep, Beep!

Topics: online marketing for law firms, inbound marketing for law firms, solicitors online success, high street law firms, social media for law firms, law firm marketing, blog

How to entice law firm clients to see what you want them to see

Posted by Paul Hajek on Wed, Oct 19, 2011 @ 03:45 AM
[caption id="attachment_418" align="alignleft" width="271" caption="See what you want them to see"]how to create a landing page for law firms[/caption]



Rightmove the leading property portal sent 30,000 emails to their email list this week offering conveyancing from Countrywide Property Lawyers.



Those 30,000 emails, if done properly, would have directed recipients to a specific 'landing page' on their website only accessible from the available link and not from within the website itself.



The simple reason is to enable more accurate data to be collected against all those who followed up the offer.  It is not uncommon to be paid by clicks onto the landing page: after all this is how Google makes most of its money.



The goal of Ed Rivis and myself was to create off the shelf products which law firms or individual solicitors could use “right out of the box”.



I spoke earlier about the “Inviolable Rule of the Landing Page”, and Ed has a page dedicated to explaining a very specific type of landing page here - “What is a Squeeze Page”



Squeeze Pages (or 'Lead Pages' as Ed prefers to call them because they generate sales-leads) allow you to garner enough interest from your prospective clients for them to leave their email address to be contacted by your law firm in the future.



An effectively designed lead page can capture the email address and other personal details of as many as 93 out of every 100 people who visit your website, and in doing so build a large database 'list'.



Your growing list then becomes a valuable source of potential clients - a willing audience wishing to learn more about your legal services.

How Can you Create a Squeeze/Lead Page?



You can now create your own law firm lead pages “right out of the box”.



Ed has created an easy to use piece of software for you to create sales-lead generating landing pages for your law firm website.



All you need to do is fill in the blanks and off you go. There are easy to follow video tutorials to guide you through every step of the way.



So why don’t you steal a march on your law firm competitors and start producing your very own squeeze pages?



You can get access to Ed’s “Lead Site Launcher” by clicking here.



Solicitors Marketing Success provides advice to sole practitioners and small law firms on how to use the internet to market their law firms effectively from creation of websites, web products, email marketing, blogging and social media.



If you have not done so already sign up on the right hand side of this page to receive our regular free blogs on how you law firm can get found online and convert potential clients into actual clients.

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Topics: online marketing for law firms, blog, Law firm, landing pages for law firms, Landing page