Are clients able to find you? People are shifting how they find legal help. Instead of looking at the shingle hanging in the town square, people now turn to search engines, rating services, and social media. Are you prepared to make yourself available to clients in these new spaces? Do you know how to advertise in these new spaces ethically? Learn about new media marketing and legal advertising from Gyi Tsakalakis and Clio's Joshua Lenon. By the end of this free webinar, you'll be ready to build out your online presence and meet potential clients where they’re really searching.

1. Let Your Clients Find You:
Marketing Your Firm Online
Joshua Lenon – Clio
Gyi Tsakalakis – AttorneySync

2. Faces & Names
2
Joshua'Lenon'
Lawyer'in'Residence'
'Clio'
Gyi'Tsakalakis'
SEO,'SEM,'Analy5cs'
'A3orneySync'

3. Today’s Presentation
• Shifting Marketing Landscape (10 min)
• Rules Affecting Lawyers Advertising Online
(10 min)
• Creating a Digital Presence (30 min)
• Questions (10)
– Guest Panelist: Big Data in Practice
– Questions

4. Today’s Presentation
• Shifting Marketing Landscape
• Rules Affecting Lawyers Advertising Online
• Creating a Digital Presence
• Questions
– Guest Panelist: Big Data in Practice
– Questions

5. SHIFTING MARKETING
LANDSCAPE

6. Traditional Lawyer Advertising

7. Lawyer Advertising
Lawyers have always been
regulated when advertising.

8. Florida Advertising Rules
Florida’s lawyer advertising rules apply to all
forms of communication seeking legal
employment in any print or electronic forum,
including but not limited to newspapers,
magazines, brochures, flyers, television, radio,
direct mail, electronic mail, and Internet,
including banners, pop-ups, websites, social
networking, and video sharing media.
Rule'487.11(a)'

9. Florida Advertising Rules
Required Content:
• Name of Lawyer or Firm
• Location of Practice
• Referrals Disclosed
• Other Disclosures
Rules'487.12813'

10. Florida Advertising Rules
Television, radio, print, and Internet
advertisements must be filed for review with the
bar at its headquarters address at least 20 days
before their first use.
Each filing costs $150.
Any change to wording, illustrations,
photographs, typographical marks, layout, or
color scheme requires a new filing.
Rule'487.19(a)'

11. Florida Advertising Rules
Lawyer & law firm websites are
exempt from
the filing requirement
Rule'487.20(g)'

12. 57% of people seeking an
attorney used online sources.
Source:''“AForney'Selec5on'Research'Study,”'
conducted'by'The'Research'Intelligence'Group'(TRiG)''

13. Traffic to law firm website
home pages is down almost
20 percent in the last year.
Source:''“Are'Law'Firm'Websites'Evolving'or'Dying,”'
Above'the'Law,'June'04,'2014'

14. Only 39 percent of law firm
traffic now enters through
the home page
Source:''“The'Disappearing'Homepage,”'Great'Jakes,'
February'19,'2014'

15. Clients are coming to law firm
websites via
“sideways surfing”

16. RULES AFFECTING LAWYERS
ADVERTISING ONLINE

17. Model Rules of
Professional Conduct
• 7.1 - Communication Concerning a Lawyer's
Services
• 7.2 - Advertising
• 7.3 - Direct Contact with Prospective Clients

18. 7.1 - Communication Concerning a
Lawyer's Services
“A lawyer shall not make a false or misleading
communication about the lawyer or the
lawyer's services. “
• Applies to Rule 7.2 – Advertising
• Must distinguish past results from future
cases

19. 7.2 - Advertising
• May advertise services through public
media, communications not involving in
person contact
• Pay the reasonable costs of advertisements
or communications
• Any communication made pursuant to this
rule shall include the name at least one
lawyer responsible for its content.

20. 7.3 - Solicitation of Clients
• A lawyer shall not by in person, live
telephone or real-time electronic contact
solicit professional employment when a
significant motive for the lawyer's doing so is
the lawyer's pecuniary gain.

21. States Rules
• Differentiate between Communications &
Non-communications
• Disclaimers for previous results
• Record retention for communications versus
content
• Contact information requirements

22. CREATING A DIGITAL PRESENCE
LET YOUR CLIENTS FIND YOU

23. How do people find and hire lawyers
like you?
23

24. Friends, Lawyers & the Web
24
h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'

25. Friends, Lawyers & the Web
25
h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'

26. 26
Photo by Juliana Coutinho - Creative Commons Attribution License https://www.flickr.com/photos/10217810@N05'

27. 27

28. Friends, Lawyers & the Web
28
h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'

29. 29

30. Friends, Lawyers & the Web
30
h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'

31. 31

32. 32
hFp://www.aForneysync.com/blog/mega8ish8serp8lawyers/'
'
Many ways
to help
people find
you in
search.

33. 33
Paid search
advertisements
(PPC, SEM,
AdWords)
YOU PAY
GOOGLE

34. 34
Local business
listings.
Automatically
generated from
local search
ranking factors.

35. 35
Traditional organic
search results (SEO,
natural results,
algorithmic)
Automatically
generated from over
200 ranking factors.

36. 36
How'do'I'help'
people'find'me?'

37. 37
Who are these people?

38. 38

39. 39
hFp://moz.com/blog/inbound8marke5ng8is8taking8off'

40. 40

41. 41

42. 42
GOOGLE WEBMASTER
GUIDELINES
hFps://support.google.com/webmasters/answer/35769'

43. FOR THE ROBOTS
43
Authorship'(headshot'in'search'results):'
h3ps://plus.google.com/authorship'
'

44. 44
FOR THE ROBOTS
Publisher'(informa5on'box):'
h3ps://support.google.com/answer/4569085/'
'

45. 45
FOR THE ROBOTS
Rich'Snippets'(reviews,'video,'events,'etc):'
h3ps://support.google.com/webmasters/answer/99170/'
'

46. 46
FOR THE ROBOTS
Schema'(the'future):'
h3p://www.a3orneysync.com/blog/googleCsupportsCa3orneyCschema/'
'

47. 47
FOR THE ROBOTS
www.google.com/webmasters/tools/richsnippets/'
'

48. Learn SEO
48
hFp://moz.com/beginners8guide8to8seo/'
'
hFps://support.google.com/webmasters/answer/35291/'
'

49. Web Presence HELP
49

50. 50

51. 51
HTTP://NIFTYLAW.COM/'

52. Friends, Lawyers & the Web
52
h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'

53. Elsewhere on the Web
Ge#ng&found&“other&places”&online.&
53
hFp://moz.com/learn/local/cita5ons8by8category#AForneys'
'
hFp://moz.com/learn/local/cita5ons8by8city'
'
'

54. Friends, Lawyers & the Web
54
h3p://blumenthals.com/blog/2012/12/04/consumerCsurveyCwhereCdoCclientsCfindCspecialtyClawyersCnotCatCfacebook/'

55. Social Networks
The&new&“ask&a&friend.”&
55
hFp://online.wsj.com/ar5cles/companies8alter8social8media8strategies81403499658'
'

59. QUESTIONS

60. Thank You
Joshua'Lenon'
Lawyer'in'Residence'
'Clio'
joshua@goclio.com'
@JoshuaLenon'
Linkedin.com/in/joshualenon'
'
'
Gyi'Tsakalakis'
SEO,'SEM,'Analy5cs'
'A3orneySync'
gt@a3orneysync.com'
@GyiTsakalakis'
Linkedin.com/in/
gyitsakalakis'