Legal Best Practices Archives | Hennessey Digital https://hennessey.com/blog/category/for-law-firms/legal-best-practices/ Mon, 09 Oct 2023 17:55:46 +0000 en hourly 1 https://wordpress.org/?v=6.4.2 What Is the Best PPC Advertising Budget for Personal Injury Law Firm Digital Marketing? https://hennessey.com/blog/whats-the-best-ppc-advertising-budget-for-personal-injury-law-firm-digital-marketing/ Wed, 27 Sep 2023 15:14:28 +0000 https://hennessey.com/?p=34582 The digital landscape has created a unique crossroad for law firms, where the age-old methods of client acquisition have evolved, and digital is dominating everything. It is here in digital media that pay-per-click advertising (PPC) has emerged as a powerful form of marketing that connects potential clients with your business – and generates leads. But ...

The post What Is the Best PPC Advertising Budget for Personal Injury Law Firm Digital Marketing? appeared first on Hennessey Digital.

]]>
The digital landscape has created a unique crossroad for law firms, where the age-old methods of client acquisition have evolved, and digital is dominating everything. It is here in digital media that pay-per-click advertising (PPC) has emerged as a powerful form of marketing that connects potential clients with your business – and generates leads.

But how do you reach this audience, especially if you’re a personal injury law firm? If a person sits down at their computer or browses on their phone and begins looking for ‘personal injury lawyer near me,’ how can you stand out? Appearing in the first position in search results usually involves paying for ads, which is where your law firm digital marketing budget comes into play.

So how much does it cost to be successful with PPC advertising?

As the Paid Media Manager at Hennessey Digital, I frequently receive questions about the ideal budget to allocate toward a PPC campaign. In this article I will highlight the important things to consider that will help you make an accurate decision regarding the allocation of your firm’s marketing budget for paid search.

Budget Misconceptions in PPC for Law Firms

In my experience, I have come across two common misconceptions. First, there is often a request for achieving substantial results with a budget as low as $500 per month, with the aim of generating 5-10 personal injury cases. Second, clients sometimes express a desire to invest the maximum budget possible to dominate the entire market within their region or area of service.

Both of these scenarios are not practically feasible.

Take the first scenario, where firms want to achieve the most with the lowest budget. First, let me clarify that I’m not suggesting that PPC advertising should cost an arm and a leg. However, it’s important to understand that personal injury law stands as one of the most costly sectors within the PPC landscape. The cost-per-click (CPC) – for a single click – can range from $70 to $250, contingent upon the targeted locations and the level of competition in that geographic area. Car accident and truck accident portfolios in PPC advertising are significantly more expensive too, with CPCs ranging between $150 and $500. Given this expensive cost-per-click, it is impossible to bring in 5 to 10 cases from PPC ads with a monthly budget of only $500.

With the second scenario, putting an unlimited budget toward PPC, I always advise spending each dollar wisely instead of burning every single penny with the aim of obtaining every piece of the pie. It is impossible to dominate the entire market due to the presence of other competitors who actively bid on similar keywords. If you blindly allocate every dollar to PPC ads, you might unreasonably inflate the cost-per-click, cost-per-lead, and ultimately, the cost-per-case, without being able to capture 100% of the searches. For example, if you have an unlimited budget and allocate all available funds to PPC ads without careful consideration, you are essentially engaging in aggressive bidding on keywords with the aim of capturing every click possible. This approach intensifies competition, however, resulting in higher costs as you attempt to outbid your competitors.

Optimizing Cost-Per-Case with a Data-Driven Approach

Here at Hennessey Digital, we track every possible metric (impression, CPM, CPC, CTR, conversion rate, cost-per-conversion) for effective campaigns. And we strive for optimal cost-per-case in the market. For a lawyer, this means how many cases you’ve signed and how much money you’ve spent to get them. To reach this goal, we focus on both the quality and quantity of searches, clicks, and leads. Our PPC team has analyzed more than $2 billion dollars worth of marketing data to establish average cost-per-click, cost-per-lead, and conversion rate-related benchmarks. We apply these benchmarks to formulate strategies that result in successful PPC campaigns for the law firms that partner with us. Our depth of experience in legal marketing also enables us to know how to allocate the right amount of budget toward specific campaigns related to personal injury, car accidents, or truck accidents.

Drawing from my experience, if you’re a personal injury law firm looking to venture into PPC advertising, it’s recommended to allocate a minimum of $8,000 in media spend for the first month, with the understanding that a management fee for the campaign is usually added on top of that. When managing these campaigns, we advise allocating a larger portion of the budget to generic search terms related to personal injury keywords, and a smaller portion to safeguarding your brand through a branded campaign for your law firm. We suggest gradually increasing the budget starting from the second month, based on the results you’ve obtained and the data analysis.

It’s important to note this is the ideal budget to set your law firm up for success in generating quality leads through PPC advertising. Multiple factors will come into play including your law firm’s size, digital marketing budget, objectives, or competition in your market – all things we factor to help you determine the right PPC budget to achieve your goals.

Maximize Law Firm PPC ROI With Strategic Bidding & Budgeting

It’s a delicate balance to strike – underinvesting in paid search campaigns can lead to lower visibility or brand recognition, but overspending can waste valuable budget resources. The real cost of PPC is about weighing financial inputs against potential outputs. Meaning, developing a thorough understanding that each click is more than a numerical value for that click. Within PPC there are bidding wars, keyword strategies, and developing an understanding of user intent.

Deciding how much money to spend on PPC campaigns can be tough from a technical perspective. Hennessey Digital has extensive experience working with law firms of various practices and sizes and provides effective SEO and PPC strategies tailored to personal injury lawyers and other practices. Our expertise allows us to offer valuable insights that help shape your overall marketing budget, and our reputation has shown that our motivation is to get you cases, not to artificially inflate your marketing budgets.

If you’re seeking to establish successful PPC campaigns, our expert team is here to assist with the setup, optimization, and management of these campaigns. Don’t let the details of campaign management derail your growth potential from PPC campaigns. Fill out the form below and begin bolstering your online visibility today.

The post What Is the Best PPC Advertising Budget for Personal Injury Law Firm Digital Marketing? appeared first on Hennessey Digital.

]]>
7 Ways You Might Be Sabotaging Your Own SEO Content Strategy https://hennessey.com/blog/7-ways-you-might-be-sabotaging-your-own-seo-content-strategy/ Fri, 04 Aug 2023 14:57:16 +0000 https://hennessey.com/?p=32022 We see it all the time: new clients come to us with plenty of content on their website—quality content, even—yet that content is failing to generate traffic or leads. Even well-crafted content might not perform up to par if your content is not aligned with your overall strategy or lacks clear objectives. In the same ...

The post 7 Ways You Might Be Sabotaging Your Own SEO Content Strategy appeared first on Hennessey Digital.

]]>
We see it all the time: new clients come to us with plenty of content on their website—quality content, even—yet that content is failing to generate traffic or leads.

Even well-crafted content might not perform up to par if your content is not aligned with your overall strategy or lacks clear objectives. In the same way, even well-meaning content creators can sabotage their own content strategy by overlooking key search engine optimization (SEO) tactics or focusing on the wrong approach.

At Hennessey Digital, we’ve identified seven critical ways you might be unintentionally hindering your SEO content strategy. We’ve talked about how to optimize your content for SEO, and now we’ll shed light on these common saboteurs and how to avoid them, making sure your efforts don’t go to waste and your content is driving the results you need.

Writing Content Without A Plan

Any project goes better with a plan. Having a strategic plan for your content ensures that the pages you publish work together to boost the rankings of each piece of content as well as your entire site.

Here are a few essential factors that should be considered in your content plan:

  • Site structure: When search engines evaluate your content, they use bots to crawl through your website. A clear and consistent site structure will allow these bots to categorize your content and determine its importance, relevancy, and ranking potential. Without a plan, you might create a disjoined site structure that confuses crawlers and prevents pages from being categorized (and ranking!) correctly.
  • Keyword research & mapping: Keyword research ensures that you are creating unique content around keywords and topics that are relevant and have actual search volume that will drive traffic to your site. Keyword mapping also helps you avoid cannibalization (targeting the same keywords in multiple pieces of content). Cannibalization will cause your pages to compete with each other and can negatively impact their performance.
  • Consistency: By planning in advance, you can ensure that your SEO efforts are continuous and not sporadic. Consistently publishing content is a positive ranking signal to search engines that you are keeping your site active and up-to-date with fresh and relevant information.

Thinking in the Short Term

Organic SEO is a marathon, not a sprint, and consistency is critical. As such, you can’t treat your content strategy like a pay-per-click (PPC) campaign.  PPC campaigns are designed to be turned on and off. You need time to research and plan your strategy, create your content, and monitor the page as it begins to appear in search results. New pages often take weeks to “settle” into a ranking.

Quick, sudden changes to your content strategy will not garner immediate results. In fact, this could result in content that hurts your SEO performance. If you rush your content strategy, you risk creating disjointed, duplicate, or low-quality content. If you suddenly pause content for long stretches of time, as mentioned above, you might see a loss in rankings or traffic as search engines do not see you as a consistent source of content.

Not Knowing Your Goals

The number one reason we see content strategies shift is when clients don’t have a thorough understanding of their own goals or priorities.

Discussing priorities is one of the first—and most important—conversations I have with any client. In our first meeting, we look at the intersection of the services they offer and the locations where they offer them, and discuss what areas are most important or need the most attention. We discuss what drives the most business for our client and what areas have the highest ROI.

Based on this information, we can determine the objectives of our content strategy: not only what content we want to create, but also how we want to create it. We might take a “shotgun” approach and create content for multiple locations to establish brand visibility in those areas, or a “sniper” approach, hyper-targeting one market or service to increase conversions.

Every approach has its merits, but the best approach is the one that aligns with our client’s goals. Without having defined goals, you won’t get the most out of your content strategy. Similarly, if you are working with an agency, the best way to empower your SEO agency is to provide them with insights into your current performance and priorities.

If you’re unclear about your priorities, ask yourself these questions:

  • What is my most profitable practice area, service, or product right now?
  • For law firms, what is the average value of each case type?
  • What practice area, service, or product do I want to be more profitable?
  • Which of these has the highest ROI for my firm or company?
  • Where do my clients or customers live (top cities or zip codes)?
  • Are there any areas I know my competitors are not currently targeting?
  • How much business growth can I handle without expanding operationally?

Writing for Yourself, Not Your Audience

Once your content plan is finalized, it’s time to get writing. At Hennessey Digital, we create meaningful and useful content that showcases Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) while also incorporating all the necessary SEO elements that search engines understand and value.

In some cases, however, in an effort to establish E-E-A-T, content can become too complex. When you are a subject-matter expert in your field, it can be tempting to want to dive into the details and explain the complexities of your work to make it accurate or more “valuable.” In the past, we have worked with clients who have wanted content to be written the way they would want to read it, without considering their audience.

Your audience is rarely experts. Using too much legal or technical jargon can overwhelm and alienate your potential clients or customers. The most meaningful content is understandable and accessible to the average person. That’s why we typically recommend writing content at an 8th-grade reading level. Simple, actionable content provides a positive user experience, which satisfies E-E-A-T and increases the chance of users converting.

Not Understanding Search Intent

In the same vein, writing content that does not consider search intent can also undermine your efforts. Search intent refers to the purpose behind a user’s search query, and falls into categories such as…

  • Transactional
  • Informational
  • Commercial
  • Navigational

If the content is not meaningful or useful to a user’s search, then they will quickly leave the page. For example, if a user arrives on an FAQ page looking for a quick answer, they will likely not stay on the page if it is full of calls to action to contact the business. Conversely, if there is too much tangential information on a transactional page, they may click away before they can convert.

These user actions indicate to search engines that your content isn’t relevant and will eventually lead to the page losing ground in the search results.

(Want to learn more about search intent and different types of content? Check out How To Optimize Content For SEO by our Senior SEO Team Lead Natasha Guy.)

Not Revisiting Your Content

One of the most significant ways to sabotage your SEO content strategy is to publish your content and consider the job done. Search results are constantly shifting which means even if your page is ranking right now, it isn’t guaranteed to stay that way forever. Certain industries such as the legal industry have particularly volatile rankings, sometimes changing from day to day.

As such, you need to regularly monitor the performance of your content and reassess your content as needed. This could be as simple as refreshing content to include more recent statistics to ensure it isn’t outdated, or completely rewriting a page to be more relevant to the primary keyword and the search intent.

Ultimately, revisiting your content ensures you’re staying on top of best practices and will better weather major core updates.

Using AI to Write All Your Content

AI is here to stay, there’s no doubt. We have spent months testing and learning the many advantages and disadvantages of using ChatGPT and other AI tools for SEO. For content, AI chatbots are capable of producing quality, readable content, and it’s understandable to want to leverage AI to start producing content at scale.

But relying too heavily on this new technology is still a big risk, for all of the reasons discussed above. AI content is often lacking in E-E-A-T signals, and any facts, statistics, or laws it does provide must be thoroughly checked. ChatGPT in particular creates content that is very repetitive and does not always meet search intent, and requires lots of human editing or rewriting with specific prompts. In addition, the content needs to be formatted, linked, and published with all the appropriate SEO signals.

Avoid Sabotaging Your SEO Content Efforts

Crafting a successful SEO content strategy requires a holistic approach and a long-term mindset. From developing a well-researched and structured content plan to understanding your audience’s needs and search intent, paying attention to these tactics is crucial in creating relevant content that drives traffic. Remember to revisit your content regularly, ensuring it stays fresh, unique, and impactful. Avoiding these common pitfalls can transform your content from just good to truly effective.

Want to learn more about how we craft content strategies that convert? As a leader in SEO and law firm digital marketing, Hennessey Digital creates ambitious, customized strategies in close collaboration with our clients. Contact us today and see how we can help your business grow.

The post 7 Ways You Might Be Sabotaging Your Own SEO Content Strategy appeared first on Hennessey Digital.

]]>
Your Digital Binder: The Importance of Ownership in Digital Marketing https://hennessey.com/blog/your-digital-binder-the-importance-of-ownership-in-digital-marketing/ Mon, 31 Jul 2023 15:49:31 +0000 https://hennessey.com/?p=31767 Who owns your work? Your access points, your website, your data, or even access to your analytics? When it comes to digital marketing, there are a lot of moving parts and elements at play. Platforms, tools, your internal team, and sometimes even agencies and partners change on a dime – making access and keeping track ...

The post Your Digital Binder: The Importance of Ownership in Digital Marketing appeared first on Hennessey Digital.

]]>
Who owns your work? Your access points, your website, your data, or even access to your analytics?

When it comes to digital marketing, there are a lot of moving parts and elements at play. Platforms, tools, your internal team, and sometimes even agencies and partners change on a dime – making access and keeping track of information a challenge for business owners and marketers.

Nothing is worse than that locked-out feeling and your marketing operations coming to a screeching halt. We’ve seen it happen for clients when someone is out of the office, when a client migrates from one tool to another, or in the onboarding process when clients transition to us as their digital marketing partner.

This is why ensuring access and ownership over crucial aspects of your digital assets are paramount to your success – and where your ‘digital binder’ becomes important.

As a law firm digital marketing agency and agency partner for other small and mid-sized businesses, we understand the importance of seamless operations and flow of marketing and believe to our core that transparency and collaboration are key to building a successful partnership. (Seriously, it’s one of our Guiding Principles!)

So stop what you’re doing and ask yourself – do you have a digital binder? Are you clear on who and how to access what so that no matter the industry dynamics, your marketing operations are functional?

We’ll take you through what should be in your digital binder. And by this do we mean a physical 3-ring binder that’s labeled (or maybe has your favorite vacation spot or band on the cover)? No, not really. It’s really a checklist of your tools, platforms, data, how to access it, and who within your company can access it.

Let’s get started:

Ensuring More Than One Person Has Access

Even if you’re the one who bears the responsibility or holds the key, it’s important that not only one individual, but three stakeholders can locate and have access to the key elements associated with your marketing efforts. It will not only help your digital marketing run efficiently, but it ensures a smooth transition getting set up and going when working with a new digital marketing agency.

Owning Your Analytics

Analytics is one of the most important components of digital marketing because it provides businesses with insights into customer behavior, website performance, and marketing campaign effectiveness. Without data insights, you won’t be able to make data-driven decisions.

To truly harness the full power of analytics, you should have complete ownership over your data and access to important platforms, such as Google Analytics. Ownership of your analytics and data ensures continuity in your data history. If you lose access to your analytics, you lose the ability to track and analyze long-term trends, leaving you unable to identify patterns and make data-driven decisions based on historical data.

Being able to analyze and interpret data will allow you to make informed decisions and adjust strategies for the success of your law firm.

Testing Platforms

Testing platforms, such as VWO, and Optimizely, allow businesses to optimize their website’s conversion performance and user experience. These platforms give you and your agency partner the ability to create and run tests, view results, and make changes as needed. They also provide you with a better understanding of your audience and provide a seamless user experience that drives conversions.

Being able to log directly into your testing platforms, gives you and your agency team the ability to conduct A/B testing, implement data-driven changes, pinpoint areas for improvement, and address any bottlenecks that might hinder your firm’s success. Without access to these, your team is left unable to fine-tune your marketing efforts for better results.

Google Tag Manager

A key component of digital marketing success is managing various digital marketing tags, such as conversion tracking, analytics, and remarketing pixels. Google Tag Manager (GTM) offers a centralized platform to simplify tag management.

GTM is an essential tool for digital marketing because it allows you to add tracking codes and other tags to your website without requiring manual code changes. This gives you the ability to create and manage tags, set up triggers, and track conversions while reducing the risk of page load delays and potential disruptions to user experience. Without having access to GTM you lose the ability to track user behavior and make informed decisions about your marketing strategies.

This piece of the puzzle is a little more technical, that’s why it’s important to have a dedicated analytics team handle this for you.

Call Tracking

There are numerous reasons your business needs call tracking, especially for those that rely on phone calls for leads and sales. And having ownership of your call tracking platforms, like Call Tracking Metrics, will help you better understand customer behavior, enhance lead attribution, improve client engagement, and optimize your marketing campaigns accordingly. Without access to your call tracking you lose the power you can harness with inbound calls. It is a vital component because it helps firms understand clients’ journey from online interactions to offline conversions.

Social Media Accounts

Engaging with customers and building brand awareness comes with the power of social media. Platforms such as Facebook, Twitter, LinkedIn, Instagram, YouTube, and TikTok give you the ability to manage and post content, track performance, and engage with followers.

Owning access to your business’s social media accounts ensures that regardless of changes within your company or agency team, you have access to the insights you need that allow you to be strategic with how you connect with your audience and build stronger relationships. If you use a social media management publishing platform such as Sprout Social, Hootsuite, and any Linktree or Bitly accounts, it’s important you have access to these as well. Without this access, you and your agency team are missing out on curating content tailored to your firm, responding timely to clients, and tracking performance, historical data, and any paid campaigns you might run through these social channels.

Pay-Per-Click Advertising and Paid Media

PPC for law firms and other Paid Media are powerful channels that drive traffic to your website and generate leads. Having full ownership of all your paid media accounts, especially your Google Ads account, gives you and your agency team better control over your advertising spend and optimize their campaigns for maximum ROI.

Without having access to your paid media accounts your paid media team loses control of performance data, budgets, fine-tuning targeting, and missing out on analyzing the performance of the campaigns.

If this is outside of your wheelhouse, work with our expert team at Hennessey Digital to research, strategize and execute a paid media plan to get fast ROI.

Development

You should have ownership over your website’s development. This includes access to the website’s source code, the ability to make changes and updates as needed, the website hosting account, and the domain name. Having access to and ownership of your website’s development, you can better control your online presence and make informed decisions about your digital marketing strategy.

We’ve heard SEO horror stories where clients didn’t own their domain or access to their Google Business Profile listing, and when they left they had to start over from scratch or gridlocked spending time acquiring access when needed.

All set?

If you cover the bases above, you should, and can, have peace of mind that no matter who is leading your digital marketing strategy, you’re set up well on the back end with the access you need to be successful, and your marketing always up and running.

We cannot overstate it enough: the key to success, especially when working with an agency partner, lies in the power of ownership. Safeguarding sensitive data and maintaining access over critical elements is essential for success and security. No one should leave all passwords to one individual in your firm or to an agency who could leave you with no control over your digital assets.

But if you want help with the technical aspect of digital marketing and are looking to switch to a digital marketing partner who educates and empowers your team and company, let’s chat. We are committed to transparency, collaboration, and empowering our clients to take ownership of their digital marketing assets. Our team of award-winning SEOs, paid media strategists, website developers, data analysts – and all-around awesome people – are ready to begin the conversation and help drive your marketing performance and website to new heights.

The post Your Digital Binder: The Importance of Ownership in Digital Marketing appeared first on Hennessey Digital.

]]>
5 Best Law Firm LinkedIn Pages to Inspire Your LinkedIn Marketing Strategy https://hennessey.com/blog/best-law-firm-linkedin-pages-to-inspire-your-linkedin-strategy/ Thu, 20 Apr 2023 20:23:19 +0000 https://hennessey.com/?p=27974 As LinkedIn approaches its 20th anniversary, it’s evident that it has emerged as one of the strongest professional networking sites to date. With over 900 million users in more than 200 countries, LinkedIn offers users everything from recruitment tools and advertising capabilities to educational subscriptions and beyond. With that, LinkedIn is a powerful marketing tool ...

The post 5 Best Law Firm LinkedIn Pages to Inspire Your LinkedIn Marketing Strategy appeared first on Hennessey Digital.

]]>
As LinkedIn approaches its 20th anniversary, it’s evident that it has emerged as one of the strongest professional networking sites to date.

With over 900 million users in more than 200 countries, LinkedIn offers users everything from recruitment tools and advertising capabilities to educational subscriptions and beyond.

With that, LinkedIn is a powerful marketing tool for any business, but especially for law firms. Given the often complex and regimented nature of the legal field, LinkedIn is a great platform for law firms to showcase their expertise and attract clients.

Here’s why your law firm should have a company LinkedIn page, plus some examples of law firms who are doing it right on LinkedIn.

Why You Should Have a LinkedIn Page for Your Law Firm

LinkedIn is so much more than just a networking website. It brings many benefits for law firms looking to grow their online presence and attract new clients.

There are a few reasons why you should have a law firm LinkedIn page:

  • Organic marketing. LinkedIn’s organic (i.e. unpaid) platform allows you to reach other professionals and potential clients through LinkedIn posts, articles, comments, and connections. LinkedIn essentially works as a search engine, allowing users to find you by searching for keywords that match your services/profile.
  • Networking. LinkedIn allows you to connect with other industry professionals. With your law firm’s LinkedIn page, you can connect with other lawyers, engage with past clients, attract potential clients, and discover what’s trending in your industry.
  • Advertising. LinkedIn also has paid marketing tools; specifically, LinkedIn Ads. Creating a business profile is one of the first steps to getting started with paid LinkedIn Ads. Then, you can advertise your content and attract new clients.
  • Brand building. LinkedIn gives you yet another platform to showcase your law firm beyond the usual social media channels. You can showcase your expertise, client testimonials, case studies, successes, and company news to a wider audience. This can help you build trust with existing followers and attract new clients.
  • Hiring talent. You can post open job positions on LinkedIn’s job board, attracting new talent to your law firm. Your LinkedIn page communicates your brand values, mission, and culture, which may attract applicants to you organically.
  • Business development. LinkedIn has free and paid courses to help you grow your practice, improve your leadership skills, and so much more. You can join relevant Groups, participate in discussions, post your own articles, and further maximize your reach on the platform.

Top Law Firm LinkedIn Pages to Inspire Your Strategy

Whether you already have a law firm LinkedIn page or are starting from scratch, the following law firm pages will inspire you to step up your game to make the most of the platform.

With these examples, we’ll include some tips for how to improve your branding, messaging, and LinkedIn Search Engine Optimization (SEO) to reach more users and, hopefully, clients!

1. The Basile Law Firm

An initial search for “law firm” on LinkedIn.com brings up The Basile Law Firm as one of the first results, which is a good indication that this firm has a strong LinkedIn presence.

This profile is well-optimized with content that’s relevant to the services they offer, and they have clearly spent time growing their follower base.

A quick look at their profile and you will see that their tagline clearly articulates the types of legal services they provide: “Securities Litigation and Public Company Restructuring.” They also include the term “law firm” in their tagline in order to rank for this keyword in LinkedIn search.

The Basile Law Firm

Further, the About section of their profile includes a strong value statement: “The Basile Law Firm P.C. is recognized in the public markets as one of the nation’s foremost securities litigation firms…”. The entire About section is well-optimized with relevant keywords as well, e.g. “public company restructuring,” “securities litigation,” “securities law,” etc.

About section for “The Basile Law Firm P.C

 

The Basile Law Firm’s LinkedIn page is a great example of LinkedIn SEO at work, using relevant keywords to attract potential clients and rank high in LinkedIn search for the types of services they offer.

2. Stanton IP Law Firm

The Stanton IP Law Firm, P.A. is one of the first results when searching LinkedIn for “IP law firm”. Not only is their profile optimized for LinkedIn search, but their visual branding helps them stand out.

Stanton IP Law Firm

Right away, their tagline communicates their registered slogan, “You own it, we protect it!” They have a professional logo for their profile photo, as well as a well-designed background photo.

Stanton IP Law Firm Profile

 

The Stanton IP Law Firm appears to be very active on LinkedIn, posting every few days. They have shared an open job position on the platform and continuously post organic posts (like the ChatGPT conversation post above).

This profile is a good example of how to use LinkedIn to find potential talent, drum up organic engagement, and boost brand authority.

3. Parnall Law Firm

The Parnall Law Firm is using eye-catching copy to attract clients. Right away, their profile name says, “Parnall Law Firm – Hurt? Call Bert.” The background photo includes a photo of the lead attorney, plus the name of the firm and their phone number.

 Parnall Law Firm Profile

Their profile also includes high-quality photos of the entire team, with a call-to action to “See life at Parnall Law Firm.”

 Parnall Law Firm

 

Their profile is completely filled out, including a link to the law firm’s website, their phone number, their headquarters location, and their specialty areas. They are using the full LinkedIn real estate to their advantage!

Overview Parnall Law Firm

 

When filling out your law firm’s LinkedIn profile, be sure to complete all of the fields available to you. This includes your tagline, About section, website link, phone number, Industry, Specialties, and more. This provides users with all the necessary information to learn about your law firm and to contact you if they are interested in your services.

4. Beasley Allen Law Firm

The Beasley Allen Law Firm LinkedIn page stands out as one of the best profiles around, given its bright and smiling background photo and well-written About section.

Their profile photo is their professional logo and their tagline says, “Helping Those Who Need It Most.” Their entire profile showcases their professionalism, friendly nature, and their experienced civil litigation law services.

Beasley Allen Law Firm Profile

 

They are sure to include their service areas (Atlanta, Montgomery, etc.), which allows users to know the areas they serve, and likely helps with LinkedIn SEO. They list all of their specialties (Business Litigation, Personal Injury, etc.), which likely helps them rank in LinkedIn search for these terms as well.

When you optimize your law firm LinkedIn profile, think about the types of keywords you want to rank for. Include your service areas and specialties in your profile, whether your tagline, About section, or Specialties section. This will help you attract the right types of clients and rank higher in LinkedIn search.

5. Wilshire Law Firm

Wilshire Law Firm is mastering its LinkedIn strategy with a fully-optimized profile and active video marketing. Their tagline includes relevant keywords (e.g. “personal injury,” “employment,” and “class action lawyers”), attracting potential clients and improving their LinkedIn rankings.

Wilshire Law Firm

 

They have also posted multiple videos to support their organic LinkedIn strategy. Some of their videos include the firm wishing followers Happy Holidays, sharing a “save the date” notice for an upcoming event, and a recap of one of their successful wrongful termination cases.

Wilshire Law Firm Videos

 

LinkedIn’s organic algorithm considers user engagement (comments and likes), number of followers/connections, degree of connections, content relevance, and regularity of posting to surface your content to users. The more you use LinkedIn (by sharing blog posts, posting articles, sharing videos, commenting on posts, etc.), the more likely you are to reach more users.

So, stay active, post different types of content, and stay engaged with your audience!

Optimize Your Law Firm LinkedIn Profile and Grow Your Reach

LinkedIn is a powerful marketing, advertising, networking, and talent acquisition platform that allows law firms like yours to attract new clients and broaden their reach. Above, we covered 5 examples of law firms that are doing this well – with stellar branding, strong SEO, and active posting.

We’ve just covered the tip of the iceberg when it comes to LinkedIn’s capabilities. But the best way to use LinkedIn to your advantage is to get started now (versus later), optimize your profile, and get posting!

The post 5 Best Law Firm LinkedIn Pages to Inspire Your LinkedIn Marketing Strategy appeared first on Hennessey Digital.

]]>
How To Be The Best Partner For Your SEO Agency https://hennessey.com/blog/how-to-be-the-best-partner-for-your-seo-agency/ Fri, 17 Feb 2023 09:22:26 +0000 https://hennessey.com/?p=16050 Congratulations – you’ve just signed on with your new SEO agency partner. They’re the right fit and you’re excited. You’ve discussed how to measure success, reviewed their case studies, and feel relieved that they will take your business in the right direction. The next few months will be filled with administrative items to complete, questions ...

The post How To Be The Best Partner For Your SEO Agency appeared first on Hennessey Digital.

]]>
Congratulations – you’ve just signed on with your new SEO agency partner. They’re the right fit and you’re excited. You’ve discussed how to measure success, reviewed their case studies, and feel relieved that they will take your business in the right direction. The next few months will be filled with administrative items to complete, questions to answer, and everything else the agency will need to get up and running to manage your account. But before any of that begins, you should ask yourself, “How can I be the best partner possible?” It is important that you also ask your new agency, “What do you need from me to have the best partnership possible?”

Based on my 11-year career of onboarding clients into marketing agencies, I have developed these tips that will set you (and your agency partner) up on the best possible path to success.

Provide as much information as possible.

Especially during the onboarding phase, and anytime something new comes up, make sure you share as much information with your agency as possible. Are there new case types you are focusing on? Have service areas changed at all? Have you added any staff or attorneys? Have you won awards or new settlements? Things you might not think of mentioning are helpful to your team. Even events happening in your local area you want to target like conventions or festivals are extremely helpful. Every piece of added context and information helps your overall SEO strategy. Making sure your agency has the most up-to-date information will help them to adjust their strategy to provide you with success. Help them, help you!

Be clear on your goals.

Knowing exactly what success will look like for you is crucial for your SEO agency partnership. Stating that you want “more” isn’t enough to guarantee success because it leaves room for misinterpretations. Saying that your goal is more of a particular type of case or more cases in a specific location are two good places to start, but how about narrowing that down even further? Be as granular as possible, like providing the number of cases you would like in a specific practice area, and in a particular location, are great details to provide. Even having that information tied to a financial goal is the ultimate clarity.

When asked how much would you like to pay per case, again, the answer can’t just be “less.” Being measured and specific is key. You may not know exactly where you would like to be and that’s ok, your SEO agency partner can analyze your current data and let you know where you currently sit. With that information, a decision can be made on where you would like to go from there, and you’ll get valuable feedback if your goals are realistic based on your market. Figuring out where you are starting from and then providing clear insights on where you want to go is the formula for success. And if you don’t know where to start or what your goal should be, collaborate with your law firm SEO partner. That’s what they’re great at.

Be responsive.

This might seem like a no-brainer, but we all know that work can become busy. So busy, in fact, responding to questions from your SEO agency can take the back burner. Whether digging to provide answers or even just jumping down the rabbit hole of checking emails, all of this requires time – the time you might not have when you’re busy winning cases in court. Can you appoint someone who has more time flexibility to respond on your behalf? Anything you can do to help to ensure progress on your SEO doesn’t slow because of a lack of responsiveness is important for your digital marketing success. Think of it this way, when your SEO agency partner is waiting for a response, it could cause whatever they are working on to come to a complete standstill. Make sure the money you are spending is working for you, including doing everything in your power to be sure you aren’t the bottleneck. Doing just that will go a long way. In my experience, while the biggest time commitment from clients comes in the first few months of hiring a new SEO agency, there will always be times when they need feedback from you. You are paying for their services and results; make it a priority!

Trust your agency.

You chose your new agency for a reason. As I mentioned earlier, you did your due diligence and decided on your digital marketing partner. It may have been the people you interacted with, what you read on their website, or their reputation in the industry. Something connected with you and made you click on that e-signature to sign the contract. Trusting in their expertise is important in solidifying your relationship with them. Knowing they have the experience, the data, and the best practices to back up what they are recommending is why they are considered experts. Experts you employed to take your business to the next level. Trust their recommendations and embrace them. Know they are doing what they think is best for positive movement in your website’s performance.

Of course, if you have questions or disagree with something they want to do or focus on, speak up! Even though they are experts in their fields – and maybe in your industry, you know your business best. However, you can trust that they have your best interest at heart and they want you to succeed so they can succeed. This is the ultimate win-win partnership.

Remember: Your SEO agency is your partner.

SEO for law firms is an important and valuable marketing strategy. The relationship with your SEO agency should be considered an extension of your internal marketing team. You are partners working for the greater good of your business. They want to succeed as much as you do because they are personally tied to the SEO performance related to your website. Approach this relationship with this mindset. There will be good times, great times, and maybe even some not-so-great times. But, they are not robots, they are people who value being accountable and a part of your success. Understand mistakes will be made, there may be bumps in the road, but a thriving client/agency relationship is one where treating each other with respect is bi-directional, and kindness and respect will go a long way in a long-term partnership. One of our guiding principles at Hennessey Digital is, ”MAKE IT FUN; DON’T BE A JERK.” While it is pretty simple, I believe in most cases anyone you partner with will agree with the sentiment.

A partnership can be defined as two or more people working together. A successful partnership can be defined as two organizations working together to ensure positive outcomes for both parties. Fully embracing the suggestions I have outlined will help lay the groundwork for a successful partnership that can be built upon for years to come.

The post How To Be The Best Partner For Your SEO Agency appeared first on Hennessey Digital.

]]>
The Billion-Dollar Legal Mastermind with Darryl Isaacs https://hennessey.com/blog/the-billion-dollar-legal-mastermind-with-darryl-isaacs/ Wed, 01 Jun 2022 04:33:15 +0000 https://hennessey.com/?p=4053 Last month, our Director of Sales Brian Mossman and I packed up and flew to Dallas for a meeting of the minds of the legal industry. Our friend and client Darryl Isaacs is a leader in the legal marketing space, and his Brain Trust Legal Group is an exclusive gathering of top law firms. The ...

The post The Billion-Dollar Legal Mastermind with Darryl Isaacs appeared first on Hennessey Digital.

]]>
Last month, our Director of Sales Brian Mossman and I packed up and flew to Dallas for a meeting of the minds of the legal industry.

Our friend and client Darryl Isaacs is a leader in the legal marketing space, and his Brain Trust Legal Group is an exclusive gathering of top law firms. The billion-dollar legal mastermind that we met in Dallas represents the highest-achieving law firms in the US.

Darryl Isaacs with Jason Hennessey and Brian Mossman

What is the billion-dollar legal mastermind?

Firms in this elite group must have at least one billion dollars in verdicts and settlements for their clients. With these kinds of numbers, the billion-dollar legal mastermind truly is the titans of the legal industry.

The most aggressive marketers in the country are in this group. And because they aren’t in competing markets, they exchange information freely on what’s worked for them and what hasn’t.

Legal legends like Jim Adler, Gordon McKernan, and Bobby Saadian share their tactics and strategies. Industry leaders like Mike Morse, Richard Harris, Larry Disparti, and Paul Harding get vulnerable about their failures.

Jason Hennessey and Jim Adler of the billion-dollar legal mastermind

These business leaders are bold and unafraid to take risks. This billion-dollar legal mastermind group represents the brightest minds in law and marketing. And when they collaborate, they take their law firms to the next level.

The secrets to their success

When this group gets together, each person presents on a different topic. One law firm owner might talk about billboard and outdoor advertising strategies. Another might present on digital marketing or their latest TV campaign.

Billion-dollar legal mastermind members are so vulnerable and open with sharing what they know in these meetings. They also bring along their intake teams, marketing teams, and support staff to network and learn from each other. In my opinion, this is what makes these law firms so successful.

Brian and I couldn’t be in the room as presentations were happening as vendor partners aren’t allowed for confidentiality reasons. But it was still a total honor to be invited to meet and network with these accomplished business owners.

Hennessey Digital coordinated and sponsored a private dinner in the Dallas Cowboys locker room for the group. It was an incredible experience to literally sit inside football history while being a part of legal history in those rooms.

The more I’m exposed to these masterminds and the amazing individuals in them, the more I’m convinced that these law firm owners are successful because of who they surround themselves with. This is such a smart group of business people, yet they’re so down-to-earth and humble about their achievements.

These groups have been meeting for several years, and all involved are grateful to Darryl Isaacs for bringing us together. Everyone has so much respect for him and what he does for the legal community, and his generous nature is inspiring.

Learn from the billion-dollar legal mastermind in person

This fall, the secrets and strategies of these billion-dollar firms will be revealed at the upcoming Legal Mastermind Summit in Las Vegas. Jim Adler, Mike Morse, and our client Ben Crump are featured speakers, and I’ll be speaking about digital marketing services.

If you’re a law firm that wants to learn from the top minds in legal marketing, you’ll definitely want to attend this event. And Darryl Isaacs is giving his friends and colleagues a 300-dollar discount with code BRAINTRUST—register using this code at https://legalmastermindsummit.com.

Will I see you at the Legal Mastermind Summit this September? If so, tweet me at @JasonHennessey and tell me what questions you have about law firm digital marketing and SEO that I can answer on stage.

The post The Billion-Dollar Legal Mastermind with Darryl Isaacs appeared first on Hennessey Digital.

]]>