MR Ken Matejka - The Lawyer’s Ultimate Guide to Online Leads: Getting More Clients from the Web Into Your Law Practice, Step-By-Step
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The Lawyer's Ultimate Guide to Online Leads
2015 by Ken Matejka, Esq.
All rights reserved. No part of this publication may be reproduced in any form or by any means, including scanning, photo copying, or otherwise, without prior written permission of the copyright holder.
First Printing 2015
Printed in the United States of America
ISBN: 978-0-9861613-0-8
Updates
To get updates to this book, to access new videos and to speak directly with the author, Ken Matejka, please contact us.
- Email: info@matejkamarketing
- Phone: (415) 766-8512
- Website: www.matejkamarketing.com
The Lawyer's Ultimate Guide to Online Leads
Ken Matejka, J.D., LL.M.
Table of Contents
About the Author
Introduction
Chapter 1. A Quick Look at Google
Googles Sponsored Listings
Googles Organic Results
Google vs. Bing/Yahoo
Google vs. Personal Referrals
Chapter 2. Knowing the Online Legal Consumer
Who Searches for a Lawyer Online?
When Do People Search?
What Do They Want to Know About You?
How Long Will They Wait for Your Response?
Chapter 3. Legal Services as a Thin Market
What is a "Thin Market"?
Branding in a Thin Market
Chapter 4. Your Online Leads Ecosystem
What Is Your Online Leads Ecosystem?
How Your Ecosystem Helps
How Much Traffic Do You Need?
Chapter 5. Evaluating Your Ecosystem
Figuring Out What Is Working
How Effective Is Your Website?
How do we know if your website is good?
What is the anecdotal information saying?
What is your Google Analytics data saying?
Measuring with Google AdWords
How Much Traffic Do You Have Currently?
Where is your traffic coming from?
How Good Are You at Closing the Deal?
Chapter 6. Entry Points, Points of Engagement, and Supporting Elements
Entry Points
Points of Engagement
Supporting Elements
Chapter 7. Your Website and Its Supporting Elements
The Two Types of Law Firm Websites
The Core: Your Law Firms Website
Components of a successful website
Modern design
Limited navigational choices
Emotive, easy-to-read content
Appealing photography
Practice area-specific content
Testimonials
Case results
Conspicuous calls to action
Versions of your website for all devices
Chat software
Elements in Support of Your Website
Maintaining an active blog
More practice area-specific pages
Your YouTube channel
Your social media platforms
Your Yelp listing
Chapter 8. Social Media
Chapter 9. YouTube
Chapter 10. Yelp and Online Reviews
Why Positive Reviews Are Important
Yelp User Behavior and Expectations
Taking Control of Your Listing
Email alerts
If you have more than one listing on Yelp
What if you have no listing at all on Yelp?
What To Do with Negative Reviews
Challenge the review
Respond to the client
Posting a public reply
Bury the review
Bury the search result
Getting Positive Reviews
Yelp's filters
Chapter 11. Getting More Traffic to Your Website
Traffic Through Google
Google advertising
Google Remarketing
Googles organic results
Due diligence to outsource SEO
Google My Business and maps results
Creating content
A few final notes on SEO
Traffic Through Yelp
Yelp advertising
Traffic Through Social Media Advertising
Facebook advertising
LinkedIn advertising
Twitter advertising
Traffic Through YouTube
YouTube advertising
Paid Directory Listings
What is the directory listing worth?
Other Opportunities for Traffic
Chapter 12. Google Advertising
Optimal Placement of Your Google Search Ads
Where in should your ad be visible?
When should you be visible?
Landing Pages
Core Principles of Google Advertising
Factors that go into "Ad Rank"
Setting up a Google advertising account
Managing your Google account
Keep your advertising budget in accord with your expected return on investment
Outsourcing Your Google Advertising?
Chapter 13. Closing the Deal
The Golden 5 Minutes
Tips to Get That Consumer into Your Office
Chapter 14. Networking with Colleagues Online
Chapter 15. Ethics and Your Online Content
Ethics and Your Website Content
Disclaimers
Required disclaimers
Contingency fees disclaimers
Other locally mandated disclaimers
Use of the word Specialist
Use of testimonials and comparisons
Privacy Policies
Chapter 16. Putting It in Action
1. Get Your Website Ready
Getting a website if you dont have one
Evaluating Your Website
Your website to-do list
What is your Analytics data telling you?
Google AdWords Advertising
Google Remarketing
Bing/Yahoo Advertising
Marketing to the Spanish-Speaking Community
Social Media
The setup
Get posting
Build connections
Content Creation
Paid Directory Listings
Free Directory Listings
YouTube Video Creation
Make a video
Set up your law firm YouTube channel
Stream a video to your law firm website
Post about the video periodically
Link to the video in your email signature
Advertise the video in YouTube
Online Review Management
Get Positive Reviews
Damage Control
Create an e-Newsletter
Appendix A Marketing Plan
Appendix B Privacy Policy
Appendix C Disclaimer
Appendix D Your Online Leads Ecosystem
Appendix E Google Remarketing Ads
Appendix F List of Attorney Directories
End Notes
Ken Matejka (J.D., LL.M in Taxation) has been a California attorney for 26 years and is a former-member of the American Bar Associations Standing Committee on Lawyer Referral and Information Services.
For 17 years, he worked at the Lawyer Referral and Information Service of the Bar Association of San Francisco and for many years there, as LRIS Operations Manager, he was chiefly responsible for advertising the LRIS, including actively managing its Google advertising.
In 2007, he left the Bar Association of San Francisco to found a search engine advertising company dedicated to helping lawyers and lawyer referral services get more clients through Google advertising. After seven years there as its president and CEO, he moved on to launch the more specialized Matejka Marketing, Inc.
Ken has overseen the creation of numerous Google advertising and social media campaigns for law firms and bar associations, including the delivery of over 1 billion law-related ads in Google.
As a CLE presenter, Ken has given many seminars and webinars for about 20 bar associations in six states on the topics of website lead-generation for lawyers and related ethical issues.
Ken grew up in Rockford, Illinois and graduated from Marquette University in Milwaukee, Wisconsin in 1985 before relocating to San Francisco. He has since attended University of California, Hastings College of the Law, and the masters in taxation program at New York University.
Introduction
When it comes to acquiring more clients, the current economy presents lawyers with significant challenges and amazing opportunities.
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