Industry News Archives

Exclusivity is becoming attorney’s best kept secret of 2017!

Personal Injury Advertising is one of the most competitive and expensive fields among all advertising categories. As a matter of fact, the latest statistics from Google AdWords show that the top 5 most expensive keywords are personal injury related, with the #1 keyword – “best mesothelioma lawyer” going for $935.71 per click. The next 4 are “dallas truck accident lawyer” ($425.70), “truck accident lawyer Houston” ($411.04), “louisville car accident lawyer” ($393.79) and “houston 18 wheeler accident lawyer” ($388.79). The list goes on with another 15 personal injury keywords in the top 25.

So, what does Exclusivity mean in advertising?

Exclusive lead distribution models are based on generating new case leads in a particular market area for 1 attorney; which means there is no direct competition when an attorney receives a new case lead. Contrary, in the non-exclusive model, as the name suggests, one lead is passed on to multiple attorneys at the same time. This minimizes any opportunity the attorney has to get the person on the phone or even worse to develop a good attorney-client rapport and retain the claimant.

Why is Exclusivity an attorney’s best chance at a bigger bottom line?

In today’s market and with the level of competitiveness among advertisers (which Google and other mediums have created), it has become harder and harder to find firms that will offer exclusive lead advertising.  Most advertising firms cannot withstand the high cost of doing business in the personal injury field, while still maintaining a competitive Cost per Call for attorneys. More and more advertisers have therefore turned to the non-exclusive model, which keeps the attorney’s Cost per Call lower while still ultimately paying the same to the advertiser. The downsides to the attorney, however are insurmountable. What initially seems like a “better cost” for the attorney ends up costing the firm way more in call intake, time spend competing for every call and lower conversion rates from call to case. Here is a quick example of how the two models work.

Exclusive Calls, Better Quality = Higher Return on your Investment!

Exclusive leads (avg rates per lead)

10 x $300 = $3000 x 20% (avg conversion) => 2 new cases

– no competition, more time spent on the larger cases


 Non-exclusive leads (avg rates per lead)

10 x $100 = $1000 x 5% (20% / 4 attorneys taking the call at the same time) => NO new cases

40 x $100 = $4000 x 5% => 2 new cases

Increase in truck accidents across nation's highways
New research suggests that older commercial truck drivers may be causing danger on the highways.
According to a recent CBS News article, the American trucking industry is struggling with a shortage of drivers. In an effort to compensate, many companies are recruiting retired truck drivers. Ten percent of commercial truck drivers are 65 years old, or older. According to CBS News correspondent Kris Van Cleave, the rules of the roads have not kept up with the times, raising the question:

Is more screening needed for commercial drivers?

  • In the summer of 2009, a semi driven by a 76-year-old rolled on top of three cars, killing ten people.
  • More recently, on Aug. 19 in Newark, New Jersey, a bus was T-boned by another N.J. Transit bus driven by a 70-year-old, killing two people.
  • A couple days later, on Aug. 25, a truck hauling stones driven by a 74-year-old slammed into traffic in a construction zone in Binghamton, New York, injuring ten people.

A CBS News analysis of crash data reveals that in just the last three years, 19 percent increase in accidents involving commercial truck and bus drivers in their 70s, 80s, and 90s. From 2013 to 2015, there were more than 6,636 truck and bus accidents involving elderly drivers in just 12 states.

“The industry is looking for truck drivers. There’s a shortage in truck drivers. So they’re not going to self-regulate. The only way that that could be done is on the federal level,” Oklahoma Highway Patrol Lt. James Loftis said.

Federal Motor Carrier Safety Administration deputy administrator Daphne Jefferson acknowledged the increase in older commercial drivers. Her agency is currently studying the trend. She reported to CBS News, “We are not quite at the point yet where we are ready to say one way or another if there needs to be a change in driver rules for, say, drivers over 65.”

‘Mobilegeddon’ has been taking over the internet this week. On Tuesday, Google announced a big change to its search algorithm. What does that mean for your law firm website?

Google’s newest update will essentially give a boost in organic (non-paid) search results to websites that are mobile friendly. The idea is to encourage website developers to create websites that are more user friendly on smart phones. The more mobile friendly and content rich the website is, the higher it will rank in Google’s organic search results.

Google spokeswoman Krisztina Radosavljevic-Szilagyi explained, “As people increasingly search on their mobile devices, we want to make sure they can find content that’s not only relevant and timely, but also easy to read and interact with on smaller mobile screens.”

According to NPR, Google stated that as soon as a website is made mobile friendly, its position within the search results will begin to improve. This is excellent news for law firms that have not yet made the move to a responsive, mobile friendly, website. Google’s latest news is saturating the internet. Don’t miss this opportunity to increase your law firm’s internet presence by improving your rank on Google.

For more information on RW Lynch’s custom web design and optimization, please contact us or give us a call at 1-800-594-8940.

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RW Lynch would like to congratulate the Legal Marketing Association on 30 years of excellence! Watch their video, A Brief History of Legal Marketing, below to learn the history of how the organization began and some of their major accomplishments.

For 30 years, the Legal Marketing Association has been the voice of legal marketing professionals and attorneys looking to develop their practices. LMA is a not-for-profit professional organization founded in 1985. The organization serves the needs and maintains the professional standards of the men and women involved in marketing, business development, client service and communications within the legal profession.

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RW Lynch Florida Supreme CourtOn March 13, 2014 in a 5-2 decision, the Florida Supreme Court found that caps on non-economic damages violates the state’s equal protection clause. When there are multiple plaintiffs the compensation that each individual receives is significantly less due to the maximum a case can win, making it unfair for the deceased’s survivors.

The caps were initially set in place in attempt to stabilize malpractice insurance and to prevent an unnecessary rise in health care costs. Opponents contend that without caps, malpractice insurance will sky-rocket and the number of lawsuits will increase making it too risky for doctors to practice in Florida, especially those that perform more dangerous procedures. This in turn may force doctors to move their practices out of the state making it more difficult for patients to find necessary health care. However, the court noted that “the conclusions reached by the Florida Legislature as to the existence of a medical malpractice crises are not fully supported by available data.” Therefore, the ruling that the caps are “unconstitutional” per Florida state law, should not drastically affect access to health care but will in turn allow families to be rightfully compensated for their loss.

This decision is a huge win for medical malpractice and plaintiff’s lawyers generally in Florida. It also has particular significance as Florida legislators will soon be voting on a similar law that would impact a patient’s right to sue their doctors by allowing physicians to compel their patients to sign a waiver requiring them to go to arbitration for malpractice claims. This decision could also influence several other states that are facing similar cases involving “tort reform” throughout the country.

To learn more about RW Lynch and our lead generation program, please contact us or call us at 1-800-594-8940.

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RW Lynch Lead Gen MergerIn August 2013 Lexis Nexis Martindale-Hubbell and Lawyers.com formed a joint venture with the California based company, Internet Brands. Similar to RW Lynch, Internet Brands is an online marketing company providing lead generation services for several markets from Automotive to Shopping and Travel to Law. The venture has raised some concerns as to what will happen to existing customers of Martindale-Hubbell and users of Lawyers.com.

It has been stated by the company that business as usual will continue but if you are a current customer of either Lawyers.com or Martindale-Hubbell you should at the least pay attention to what happens with your account over the next several months.

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RW Lynch google updateOn September 26, 2013 Google announced that it had launched its newest search algorithm, “Hummingbird.” Unlike previous updates like Panda, Hummingbird is a complete overhaul. The update addresses the change towards more complex searches as more users are now able to utilize the voice command capabilities of smartphones and tablets. The algorithm allows Google to provide more precise results tailored to delivering the user exactly what he/she is looking for. Although it is not expected to decrease traffic to websites, the changes are expected to make searches more reliable and give results that are much more relevant to the longer more complex search strings individuals are now typically entering.

This new change is referred to as a “conversational search.” Meaning, information can be retrieved from the search engine by entering a string of text similar to natural human speech rather than technically constructed key word search queries. Now when someone is looking for information such as calorie content, where to purchase a product, paying bills online, etc., Google is more likely to give them the most relevant web pages first. One example Google shared at their unveiling was when searching paying bills online with a specific bank, you will get hits to the page link that contains the actual bill pay information rather than the bank’s home page.

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The Death of the Yellow Pages

Posted on October 30, 2012

RW Lynch Yellow PagesRW Lynch has, for decades, watched the trends in consumer directory trends. For years, The Yellow Pages served as the preferred directory for any American consumer who needed to contact a business or obtain a professional service. In today’s world, however, the Internet has grown in leaps and bounds and has subsequently changed the way in which consumers search for goods and services. Web-based outlets are quickly replacing more antiquated information sources, such as newspapers, landline telephones, and yes, even the yellow pages. More and more, consumers are choosing to let their fingers do the walking across their computer keyboard or mobile phone screen, rather than flipping through the cumbersome, canary-colored pages at the back of their local phonebooks. In fact, Google and Yahoo! now lead the yellow pages as the leading sources consumers use to search for local business information. Fewer than 25% of consumers between the ages of 35 and 44 consider the yellow pages their primary source for locating businesses, and even fewer in the 25 to 34 age demographic. Moreover, many individuals who continue to use the yellow pages report that they do so only to look up the phone number of a business with which they are already familiar.

Apart from the persuasive statistics, declining use of the yellow pages is also reflected in recent municipal ordinances designed to prohibit their unsolicited distribution. In early 2011, the San Francisco city council led a push to ban unsolicited delivery of the yellow pages in the city, which eventually passed by a vote of 9-1 among the city’s Board of Supervisors. The ordinance went into effect in May of 2011, making San Francisco the first city in the United States to ban unsolicited yellow page distribution.

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RW Lynch Social Media MarketingRW Lynch recently conducted a survey of personal injury attorneys regarding their adoption of social media for marketing purposes and found surprising results.  Of the survey respondents, over 60 percent said they do not utilize social media to market the firm. When asked for a reason they have not engaged users on these platforms, over 43 percent cited lack of time while another 25 percent said social media was not relevant to their business.

The findings are surprising, as personal injury attorneys have generally been ahead of their peers when it comes to adopting new forms of marketing. In fact, the findings differ starkly from other sectors of the law industry, where reports have suggested social media is becoming an effective marketing tool.   Although PI firms have consistently been quick to adopt new marketing techniques, such as billboards, radio, television or web pay-per-click, it seems their reticence here may be due to the greater time commitment demanded by social media marketing.

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RW Lynch Fireworks SafteyThe combination of travel, alcohol, and fireworks has made July the nation’s deadliest driving month and July 4th the most dangerous holiday according to a recent report by the National Safety Council. Injured victims will be looking for help and RW Lynch’s Injury HelpLine® can help!

This year, the National Safety Council has estimated that 173 traffic deaths will occur over the holiday period which extends from 6:00 p.m. Tuesday, July 3, to 11:59 p.m. Wednesday, July 4. Nonfatal medically consulted injuries, i.e., injuries serious enough that a medical professional was consulted, are estimated at 17,300.

The Council has outlined a few guidelines to help keep us all safe for the Independence Day holiday.  We would like to share them with you in the hopes that you have a safe and happy holiday!

Driving Safety:

As traffic on the roads increases during the summer months, keep in mind the safety tips below:

  • Refrain from using your cell phone while driving
  • Put your cell phone on silent or in the glove box to avoid temptation
  • Safely pull over and put the vehicle in Park to take or make a call
  • Always wear a safety belt – every trip, every time
  • Make sure every passenger is wearing his or her safety belt before you begin your drive
  • Children should sit in the back and use the proper child safety seat or booster seat
  • Never leave a child or pet unattended in a vehicle, especially during hot weather
  • If you plan to drink, designate a non-drinking driver – NHTSA has launched its Fourth of July Impaired Driving Prevention Campaign
  • If there is a young driver in your family, strictly enforce a zero tolerance policy with alcohol – all states have a 21-year-old drinking age law
  • Never get in the car with an intoxicated driver
  • Avoid aggressive driving by keeping your emotions in check and focusing on your own driving
  • Don’t tailgate or flash your lights at another driver
  • Listen to this podcast for tips on driving safely in the dark

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