Posts tagged with 'Changes in Marketing'

‘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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Can Salesmanship Grow Your Case Load?

The personal injury profession is overflowing with competition. What sets one personal injury attorney apart from the hundreds of other personal injury attorneys in their area? In such a competitive field, it is vital that personal injury attorneys are not only able to find potential clients, but turn them into clients.

Personal injury attorneys know the competition is fierce. In an attempt to grow a personal injury practice, lawyers may be working with a lead generation firm, maintaining a website, making blog posts, sending out email newsletters and saturating social media. If personal injury attorneys are doing everything to maximize their presence online and offline, why are there difficulties in landing clients?

Generating leads is only the beginning, and the first step in the personal injury sales process. Once a prospective client calls or contacts a personal injury attorney, the real work begins.

Personal Injury Leads: Get in Touch…FAST

What good is marketing a personal injury law firm or using a lead generation firm if attorneys let potential clients slip through their fingers? If one personal injury attorney is not eager to act when he or she is contacted by a prospective client, that person is just an internet search away from finding another personal injury attorney who is willing to act on their behalf. When someone is in need of legal advice, they will not be sitting by the phone, patiently waiting for a particular personal injury attorney to return their call. They will find help elsewhere, but responding promptly can really help make a lasting impact with a prospective client.

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3 Reasons Attorneys Need Email Marketing

Posted on February 23, 2015

3 Reasons You Need Email Marketing

Email marketing. You may have heard that it is old fashioned, ineffective and ultimately a waste of time and effort. Despite what the naysayers preach, this is simply untrue. We live in the internet age. It is crucial for law firms to get their name out there. Email marketing is a thriving, affordable and effective way to build and market your firm, increase conversions and remind clients who you are. Why is email marketing such a usual tool?

Email Marketing Is Inexpensive

Perhaps the best feature of email marketing is that it is economical. Email marketing is a great way to spend less and receive a greater return on your investment. It cuts out high costs that other marketing channels, like direct mail, add on. You can communicate with contacts more frequently because an email takes less time and money to create. All you need is an effective email marketing program. Many legal marketing companies provide an email marketing service that will take care of everything from templates to content and more.

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Legal Marketing Trends to Consider in 2015

Posted on January 13, 2015

RW Lynch 2015 Legal Trends

2015 is officially here, and with the new year comes a focus on the latest trends in legal marketing. With every year that passes, technology becomes more powerful and it allows consumers more ways to search, learn and gain access to attorneys. As a personal injury attorney, you know that “keeping up with the times” is essential to not only growing your caseload but also sustaining your practice.

Personal Injury Marketing Trends 2015

A Website Isn’t Recommended, It’s Essential

If growth is your plan for 2015, then you must have a website. According to a study done by Hinge Research, 77% of all leads are generated online! Your website should include more than just your contact information and what types of cases you specialize in. It should also include reading materials for injured claimants to prepare for what’s ahead, whether or not you take cases on a contingency basis, your success stories and why you are the right attorney for prospective clients.

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RW Lynch Long term MarketingWhen budgeting for an effective marketing campaign, it is imperative that you approach it with a long-term mindset. A consumer’s buying habits continuously fluctuates and in order to maximize your return on investment, you need to allow your marketing campaign to work for you for an extended period of time. Advertising in any way (television, print, online or with a marketing company) for a month here or a month there will not give you a realistic measurement on how well the campaign is or will work for you.

As a personal injury attorney, this is especially true. Any advertising professional will tell you that effective advertising is about reach, frequency and optimization. Ultimately advertising needs frequency because you never know when a consumer may need your services. Herbert Krugman, who commissioned a significant study on this subject, said this, “Advertising needs frequency because like a product sitting on a shelf, you never know when the consumer is going to be looking for you, so you have to rent the shelf space all the time.”

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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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Mobile is the New Standard for Search

Posted on September 18, 2013

RW Lynch mobile blogIt’s amazing how far we’ve come in the last few decades.  RW Lynch has personally witnessed the changes from searching for services in a big yellow book, to searching the internet from our desktops to now being able to search anywhere, anytime from our phones. In fact, according to the Pew Research Center’s Internet & American Life Project research results, 91% of US adults now use a cell phone and of those 56% have a smart phone.

Mobile advertising and website optimization is critical today, especially in highly competitive industries like Personal Injury Law. When a crisis occurs and a person is looking for legal help, today, they are likely to pull out their cell phone first to search for help. In fact, of the 56% of smart phone users sited above, 31% say that they use their mobile phone ONLY to search for goods and services.

These users will likely choose the first legal site they see with a mobile friendly ad and a mobile friendly site; a site that is easy to navigate and has a click-to-call phone number.  According to the IAB, 61% of consumers that visit a website that does not have a mobile friendly interface will leave that site and likely move on to a competitor’s site instead. If your firm isn’t leveraging the power of mobile in your firm’s marketing you are missing out on a huge opportunity.

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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 Online Legal MarketingAt RW Lynch, we recognize the dynamics of how consumers search for attorneys and law firms are changing as the Internet age advances, and reflect an overall trend of increased consumer use of the Internet in general.  For example, a series of Pew Research studies demonstrated that 95% of homes with an annual income of more than $75,000 are online, and 45% of American adults indicate that the internet played a significant role in making a major life decision. As Americans become more Internet-savvy, and search tools like Google and Yahoo! become more able to target and refine search criteria, consumers are increasingly utilizing online resources to research information on their legal matters, find and validate lawyers, and ultimately hire one.

A recent study conducted by The Research Intelligence Group (TRiG) offers compelling insight into the complex world of legal consumer behavior patterns. The study, titled the “Attorney Selection Research Study,” was conducted in February 2012 and included 4,000 consumers age 18 and over. The study, found that 76% of adult Internet users in the United States employ online resources at some point when they are in the process of finding an attorney. Furthermore, nearly 60% of all adult Internet users (approximately 110 million people) have sought an attorney at least once in their life – 58 million alone in the past year. And, of those who used the Internet to search for an attorney in the past year, 57% hired one. A key finding of this study was that consumers are now just as likely to conduct an Internet search to locate an attorney as they are to seek referrals from friends and family, which has long been a preferred method.

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RW Lynch Revelations About Legal MarketingWe at RW Lynch believe that lawyers who understand fundamental truths about legal marketing will succeed beyond their wildest dreams.  They will deliver brilliant service and develop a feedback loop that grows firms and ultimately helps make the world a better place.

Unfortunately, there is a lot of hype about legal marketing practices and processes.

Many marketing solutions are sold “out of the can” and promise you overnight results.  Flash in the pan solutions, if you will.  When you think about it, this is silly.

Consider an analogy to a medical situation.  Imagine a patient comes in to see a doctor.  He has all sorts of symptoms, including hypertension, obesity, heart problems, sleep apnea, bad skin, etc.  Imagine if the doctor told the patient: “I am going to give you a magic pill, and if you just take that pill five times a week, it’s going to solve your health problems in just 15 days.”  You would, rightly, think that the doctor was a quack.  But many legal marketing solution sellers operate on this principle.  They will promise that great marketing is just a matter of implementing this or that tactic, following this or that strategy, or just changing one or two things about your law firm.  That may be true.  But also it might not be.  Every law firm is different.  Every attorney faces different marketing challenges and requires a fine-tuned, aggressively optimized solution.

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