The Lawyer's Ultimate Guide to Online Leads: Getting More Clients from the Web into Your Law Practice, Step-By-Step

Almost all legal consumers start the attorney-selection process in a Google search box. With 7 billion daily searches and monopoly status secured, Google is the only show in town if you're a lawyer wanting clients from the Internet.

Google visibility is mission critical at the exact moment the legal consumer is ready to hire - what Google calls the consumer's "intent-rich micro-moment."

This book describes at length what Google visibility means and how it is achieved in the consumer's hiring micro-moment. Through an examination of the various Google visibility opportunities - Local Service Ads, Google Ads, Maps and organic - we look at the what, why and how of your law firm's Google presence.

But that's only part of the picture.

Getting lots of traffic from Google only helps if you have the infrastructure and systems in place to convert those visitors into leads.

This book explains what I call the law firm's Online Leads Ecosystem, consisting of your website at its core, as well as supporting elements like your firm's blog, online reviews and YouTube, and points of engagement like social media, that will help your law firm make the most of the traffic it can garner through its in-house marketing efforts.

We also offer practical tips about what you can do to better meet the expectations of the modern consumer.

Who this book is for:

(1) Lawyers with a limited marketing budget who would like to keep as much marketing in-house as possible.
(2) Lawyers who have a marketing agency and want to have a better understanding about what their agency is doing.
(3) Lawyers unfamiliar with the digital legal marketing landscape seeking to know the who, what, where and why.

This book will give you, the solo practitioner or small law firm, an overview of the current state of the World Wide Web and practical information about what you can do to make your law practice more successful.

Cognizant of possible limitations of your resources, the step-by-step guide focuses on the essentials for creating the best possible lead generating ecosystem for the least amount of time, energy and investment.

The material in this book is supported by decades of data that I gathered through my marketing efforts as Operations Manager of the Bar Association of San Francisco Lawyer Referral and Information Service, as well as over 16 years of experience in digital marketing for lawyers and bar associations.