This presentation will give you, as an attorney, insights on what to look for when choosing a web marketing partner for your law firm.

1. Choosing A Web
Marketing Partner for
Your Law Firm

2. The 5 Areas Of Importance!
# 1 – Value
# 2 – Involvement
# 3 – Links
# 4 – Reports
# 5 – Evidence

3. “If you had a room full of prospective clients
raising their hand, but you weren’t in the
room, how do you expect to answer their
questions, gain their trust, or sign them as
clients?!
- Eric Dawe, Partner, D&G Legal Marketing
on converting prospects to clients.

4. # 1 - Value
How Do You Evaluate
Value?

5. Evaluating Value
▧ Unique, quality content for your website
pages… each page should have a theme, and be
specific to one area of expertise with appropriate
keywords embedded in an efficient format for
different types of readers. Some want to get the
jest in 1 senetence; others want lots of information.
Your web marketing partner should demonstrate these
key factors that are extremely valuable to your legal
marketing strategy:

6. Evaluating Value
▧ Design… Visually appealing pages and an easy
navigational structure for a better user
experience. Pictures, videos, strategically placed
lead capture and links to navigate them through
your website will help keep a prospect engaged, and
ultimately help your Google search ranking because
of the time on site and number of pages users are
visiting!

7. Evaluating Value
▧ Branding… Does your web marketing partner keep
a consistent look and feel to your online strategy,
AND does it match up with your offline strategies?
▧ Social, Blog, & PR… Does your web marketing
partner help you connect & report updates with your
target market, and guide your social strategy?
▧ Reporting (which I will discuss in more detail
later), and analytics and/or conversions tracking
should be a discussion point to set goals.

8. Evaluating Value
▧ Relevence, Integrity, and Knowledge…
• You want a U.S. based company, specific to legal
marketing, that insn’t outsourcing backend work to non-
relevant countries. (A linking company in India does not
know your local landscape geographically, socially, or
professionally.)
• What is the ratio of people selling and soliciting to those
doing the actual work? (Are they a puppy mill of SEO?)
• What are the qualifications of the content writers?
• How do they stay ahead of the curve? Google Partner?
Discovery process? Server setup and
security/management?

9. 83%
Of prospects valdiate what they find
offline through an online search. How
does your online strategy represent
your law firm?

10. “The key is to present the right content to
the prospect at the time they need it in an
engaging manner, across all channels both
online and offline, with consistent branding.
- Eric Dawe, Partner, D&G Legal Marketing
on converting prospects to clients.

11. # 2 - Involvment
Qualify your web
marketing vendor.

12. Qualifying A Partner
1. Who will be your primary contact? (Dedicated
project manager? Ratio of the PM’s to clients?)
2. How is the organization structured, and what are
their responsibilities with regard to your
services? Where will everything be located?
(Private servers?)
3. Who is on the team? Dedicated SEO specialist &
link development, local search specialist, front &
backend developers, UX designer, content writiers,
marketing strategist?
A list of questions to qualify a potential web marketing
partner:

13. Qualifying A Partner
4. How long has the organization been around? Prior
experience of the experts?
5. Ratio of Sales to Optimization Experts?
6. Is all work done in the U.S.? If not, what is
outsourced?
7. What will your involvement be, and what will you
be expected to contribute to the efforts?
8. What kind and how often will Reports be available
for review?
9. What is the term on the agreement? (6mo/12mo?)
Questions Continued:

14. 71%
Of “cold” prospects form an opinion
and contact a lawyer based upon their
website.

15. # 3 - Links
A Website’s Stamp Of
Approval & Trust!

16. Links
Links are a major part of being seen when someone is
looking for your services. Links validate your website
as trustworthy and as a credible source for the
keywords you want to rank, because it is an
endorsement for one website to provide a link
navigating a visitor to another website. Some key
pointers:

17. Links
• Links work in tangent with your website content, and
when someone searches for you services the quality of
both are evaluated by Google, instantly, to rank your
website or landing page.
• Your web marketing partner should not purchase
links, and if they do there should be transparency in the
strategy. Linking farms hurt your rankings.
• The quality of your links are far more important than
the quantity. It is an endorsement - Industry specific
links should be the focus, and a top-notch marketing
partner can get you .edu and/or .gov endorsed links.

18. 91%
Of prospects TRUST what is known as
“social proofing” – what other’s say…
referalls and testimonials.

19. # 4 - Reports
Holding A Partner
Accountable.

20. Reports
We live in a digital age, and a perk of your digital
marketing strategy is trackability. Your law firm web
marketing partner should provide you with reports
showing the analytical data of who, when, and how
prospects are engaging your firm. Reports can be very
in depth, but here are a few areas that should be
highlighted for you:
1. Leads: Phone calls (set through dynamic number
insertion), Live Chat, & Form Submissions
(landing pages, website, email listserv growth)

21. Reports
2. Transparency: What is new from the previous
month… content changes, links, social, etc. Look for
your web marketing partner to report the positive
growth as well as negative speedbumps. (It’s easy to
make a report of ALL positive growth, but not helpful
if larger issues are of concern and hinder conversions.)
3. Analytics: When looking at your analytics report,
focus should be on keywords & sources sending you
traffic, keyword/phrase rankings, longtail keyword
tracking, 10-20% growth in unique users/month, time on
site, number of pages visited, bounce rate, and heatmap.

22. # 5 - Evidence
Growth, Prospects,
Market Share

23. Evidence
Growth –
After the initial
onboarding you should
see growth of 10-20%
per month until you
reach your goals.

24. Evidence
Prospects–
The bottom line for all
of your marketing is
to get more prospects.
Have a discussion about
conversion rates, cost
per case & cost per
lead. 3x or more should
be your goal or changes
need to be made.

25. Evidence
Market Share–
The bottom line for all of your marketing is to get more prospects.
Have a discussion about conversion rates, cost per case & cost per lead.
3x or more should be your goal or changes need to be made.

26. $1,250/moTo be an option in your local market and on the
1st page of Google search.
60+%Growth is what I personally guarantee or your
2nd year is on us!
$15k/yrIs MUCH less expensive than ANY other form of
marketing to REAL prospects, not at random.

27. Mobile
It is imperative your
website is mobile friendly
because:
 Two-Thirds of the U.S.
now have Smartphones!
 Law Firms generate
68.3 MILLION searches
PER MONTH. – Approx
avg. for any specific
area – 2,500/mo
 Google’s share of U.S.
mobile search – 89%

28. Local Search
Making sure you are an
option in your local search
area WILL increase your
market share and annual
revenues!
 88% Of Consumers
Trust Online Reviews
As Much As Personal
Recommendations

29. Responsive
People use different devices at different times in
the day. Make sure your website is responsive
and works on ALL of them!

30. Google Search
We live in a digital age, and the most qualified prospects are the
ones searching for your services. Google doesn’t care about the
size of your law firm or your advertising budget… We WILL help
your firm be an option for those raising their hand in need of your
help!
Only 6% of
traffic comes
from paid
ads… typically
costing $100+
per click!
67% of website
traffic comes
from Organic
Search listings
91% TRUST
‘social
proofing’,
listings,
referrals, and
testimonials.
88% TRUST
online
reviews from
people they
don’t even
know!

31. Hope this helped!
Any questions?
You can find me, Eric B Dawe, Partner, D&G at:
404.495.5797
edawe@dawelegalmarketing.com
LawMarketingFirm.com