The Four-stage Process of How People Find Lawyers Online

You Need Online Marketing as your Potential Clients are Looking for Lawyers Online in all of the Stages of their Search Process


Your law firm might have a solid reputation and may receive good word-of-mouth recommendations, but are you visible on the Internet? Most of your leads are no longer consulting the yellow pages or print directories when they need a lawyer, but instead, are using search engines, online directories, law firm websites, and other resources.

In fact, according to a survey commissioned by LexisNexis Martindale-Hubbell, and conducted by The Research Intelligence Group (TRiG), 60% of adult Internet users have sought an attorney at least once in their lives. Additionally, more than three quarters of adults (76%) are seeking lawyers online.

While referrals from trusted sources, such as family and friends, remain an important method for finding attorneys, your leads’ final decisions are heavily influenced by the online resources they’ve consulted. Regardless of their specialization, attorneys and law firms need to position themselves strategically, so that they can be found by the 76% of adults who are actively seeking lawyers online.

Internet Users Who’re Looking for Lawyers Go through a Four-Stage Process

According to LexisNexis Martindale-Hubbell’s findings, the 76% who go online to search for an attorney typically go through a four-stage process:

  • First Stage: They gather information about their legal issue
  • Second Stage: They find a lawyer
  • Third Stage: They validate a lawyer
  • Fourth Stage: They select a lawyer

Throughout the four-stage search process, searchers utilize multiple information resources. Online resources are consulted more frequently when searchers are gathering information about their legal issues. Hence, lawyers and law firms that want to leverage their online presence will need to strategically position themselves so that they can be found by leads throughout the four-stage search process.

Your potential clients are relying more on online resources (search engines, online directories, social media sites, law firm websites, legal blogs, and online legal advice forums) than they are on the recommendations of their family and friends (excluding social media). This is true in every stage of the search process.

When gathering information about their legal issues, 65% of those who sought a lawyer visited online resources; when finding a lawyer, 61% visited online resources; when validating a lawyer, 53% visited online resources; and when selecting a lawyer, 44% visited online resources.

In contrast, only 39% of those who sought a lawyer asked family and friends for advice and recommendations (this statistic excludes social media). When finding a lawyer, 45% consulted family and friends; when validating a lawyer, 36% consulted family and friends; and when selecting a lawyer, 36% consulted family and friends.

Your Online Presence May Need a Serious Cross-Examination

While you may have spent years building your private practice or law firm, a solid reputation and word-of-mouth recommendations alone cannot suffice in the digital age. More and more of your potential clients are turning to online resources to satisfy their legal queries or to search for lawyers.

You’ll need to cross-examine your online presence so that you can be found and selected by more potential clients:

  1. Will they find you when they use search engines?

 When your potential clients perform searches on the major search engines (Google, Bing, and Yahoo!), can your website be easily found? Your website must be very visible on these search engines for technical keywords, as well as keywords that are in the everyday language of potential clients that pertain to the various legal issues you handle.

  1. Are you present in online legal advice forums?

You must be present in online legal advice forums, as your potential clients visit these forums to gather preliminary information. You’ll need to be there to provide initial advice.

  1. Are you visible in local online directories?

Your potential clients are searching in local online directories. You must be present here with your clear contact details and areas of specialization. Additionally, you must have positive reviews to validate your expertise.

  1. Do you have brand presence in social media?

Your potential clients use social media. Hence, you must have a good presence on social media sites like LinkedIn, Twitter, YouTube, and Facebook. They will look at your posts, your network, and other people’s comments or testimonials about you.

  1. Do you have your own legal blog?

Your potential clients read legal blogs. Hence, your website must have a well-maintained blog that contains regular updates and stories that demonstrate how you’ve helped past clients with their legal cases. Also, by sharing knowledge, insights, and experiences with your audience, you can nurture your leads and turn them into clients.

  1. Do you have a professionally designed website? Is your website mobile-friendly?

In order to boost your conversions, you’ll need to maintain a professionally designed website. Your website must stand out with the information your prospective clients need, and must contain clear calls to action to guide them to the next step in the process. Your potential clients will try to validate you using your website, and if they are satisfied, will select you as their attorney.

Just as important, your website needs to be mobile-friendly to cater to mobile device users.

Right now, a potential client might be searching online for the legal assistance that you offer. Unless your online presence is well-established, that connection might never be made.

We can help you increase your online presence, and will exhibit your competence and trustworthiness as a lawyer to more of your potential clients.

Digital marketing is our jurisdiction, and we know all possible angles of attack. We can deliver the action plan that will make your firm successful online.

Your online presence will be judged—contact us now for a consultation!

Edward Lott, Ph.D., M.B.A.
President and Managing Partner
ForLawFirmsOnly Marketing, Inc.

Ed can be reached at (or visit his websites)
855-943-8736 ext. 101

It’s Good to EAT

E-A-T stands for “Expertise, Authoritativeness, Trustworthiness”

If you want to rank higher in search engine results you have to be careful what you EAT. EATing too much of the wrong thing will be bad for you. The right diet for your website need not be complicated and with a little help your search results will be much more fulfilling than any SEO junk food you may be tempted to try.

Google’s 160 page Search Quality Evaluator Guidelines spells out your website’s ‘to do list’ to create higher-ranking content.

  • It discusses how links and RankBrain impact search results and that content is in the top three page quality factors it considers.
  • It also states showing a high level of expertise, authoritativenessand trustworthiness (E-A-T) is one of the most important characteristics of high quality content.

Human beings, not just search engines, are interested in your website. Publishing high quality content also helps establish stronger connections with your audience. Those reading your content may learn to trust the information and insight you provide, return again and again, suggest friends check your website out and post your webpages on social media. Google’s guidelines stress the importance of building trust with your audience over lighting up the search algorithms.

Implementing E-A-T will help you climb up the search engine results. This is how you can do it…


What is “E-A-T”?

E-A-T stands for “Expertise, Authoritativeness, Trustworthiness.”

It’s the metric by which Google’s evaluators rank pages. Google doesn’t just do its job by software and algorithms. It employs thousands of people to evaluate the quality of search engine results. Their guidelines tell evaluators what to look for. It also provides insight into how Google searches work and what you can do to improve your website’s search results.

High quality pages have a high level of E-A-T while low quality pages don’t. How can you master E-A-T? Keep it in mind when building content on a webpage or website.

“Expertise” – You need to demonstrate expertise in your field. You have appropriate credentials (college degree, job experience, etc.) and mention it in your content. Expertise is less important for humor or gossip websites, but it’s vital for medical, financial or legal websites. You don’t need to be a CEO, PhD or attorney to be able to show expertise. Expertise can also be demonstrated if the content is truthful and useful.

“Authoritativeness” – Show you’re an authority. This can come from the expertise of your writers. If your page is a community or forum discussion, the quality of the conversation drives authority. Credentials are important, but so are reviews.

“Trustworthiness” – Show users your pages deserve their trust. This is especially important for ecommerce websites seeking personal and credit card information. Your website should make users feel safe because they’re visiting a secure website. Your website is secure, isn’t it?

Is E-A-T Important for Your Website?

E-A-T determines your website’s value. Quality raters focus on E-A-T when deciding how well a site or page provides what users need. Are they getting a good online experience? Does the content meet their standards? If a rater feels a user would feel comfortable reading, sharing and recommending the content, E-A-T will rank higher.

Consider E-A-T the reason why users choose your site over your competitor’s website. It may directly impact how Google perceives and ultimately ranks your website which could be the difference between slumping sales or record results.

You Are What You E-A-T

What you get out of your website is only as good as what you put into it. E-A-T’s considered for individual pages and your website as a whole so you need to do your best to make sure each part of your website meets Google’s requirements. If your pages qualify as YMYL pages (Your Money Or Your Life), this is even more important (see below).

Google states low E-A-T for a page is a “sufficient reason to give a page a low quality rating.” So, if you aren’t an expert, an authority, or trustworthy, your website or individual page could be considered low quality and suffer in search engine results.

To get the best E-A-T you need to create engaging, useful and truthful content. Approach your content with E-A-T in mind so you can meet the needs of Google’s quality raters and the potential customers using your website. If you can do that, you’ll be helping your search results and better connect with your website’s users.

How is E-A-T Measured?

Look at your website as if you’ve never seen it before. What’s your honest impression?

  1. Do you have high quality content?

More isn’t necessarily better. Do the pages do a good job at answering the user’s query in the most complete manner? If so it should get higher quality ratings.

You should be an expert in your field either through your education, experience or both. Provide your credentials and create content that speaks to your expertise without using too much lingo or writing over the reader’s head.

When raters look at the quality of the content they consider,

  • Is the content is accurate?
  • If your page has calculators, videos or pictures, do they function correctly?
  • If a page is for purchasing products does it show these products and if you add something to the shopping cart, does it work?

All these little things add up.

  1. Do you make it clear who’s responsible for the website and how to contact you?

It’s important website users can clearly see information about your identity and how to reach you. Is your address shown? What’s your phone number and email address? This information helps build trust which is part of determining quality. If an information source is anonymous would you trust it?

  1. Does your website have a good reputation?

Do a search for your business or website name. Are there articles with negative opinions or unflattering facts? Are your reviews mostly negative? If so, your rating will be impacted. While a negative review or two shouldn’t be a big deal, the problem arises if there are a number of bad reviews and most of the coverage about your brand is negative.

The Importance of Expertise

E-A-T considerations have a direct impact on a page’s quality and reputation. To be high quality, Google states that “websites need enough expertise to be authoritative and trustworthy on their topic.” What’s considered “expert” can vary depending on a page’s type and purpose. For example,

  • Medical advice should be written by an accredited doctor,
  • General information on a medical support forum can be “expert” even if it’s been written by a layperson.

Some topics require lesser levels of expertise. For these types of pages Google’s looking for how helpful, detailed and useful the information is. Examples are,

  • Product and restaurant reviews,
  • Fashion sites,
  • Gossip sites, and,
  • Humor sites.

There are many different kinds of “everyday expertise” and evaluators shouldn’t penalize a website for not having sources with “formal” training in a given field if the field doesn’t necessarily warrant it.

To get a high quality rating for your online content that either asks readers for their money or covers some important aspect of their life you need to consider several things. Google sees YMYL (Your Money or Your Life) pages as those that are important enough that, if they were of low quality, could negatively impact a person’s life, income or happiness. Generally Google requires these pages to be written by experts. Here are examples of YMYL pages,

  • Those with shopping or financial transactions,
  • Financial, investment or tax information,
  • Medical information about specific diseases, conditions or mental health,
  • Legal information on topics like child support, divorce, creating a will, immigration, etc., and,
  • Danger could arise if there are low E-A-T levels (car and home repairs).

These pages have very high page quality standards. This is Google’s effort to protect users from low quality, but complex, content that doesn’t have sufficient levels of E-A-T.

Pinching Pennies When Paying Writers Could Cost You Dollars

How E-A-T levels and YMYL pages are rated are the most important takeaways from the Google quality guidelines. They show Google’s increased focus on the need for expert writers. While not all content writers need technical training or accreditation, all content needs to possess a high level of E-A-T to be judged favorably by Google.

With Google placing emphasis on high quality, authoritative, expert, trust worthy content, marketers need to invest in forming a team of qualified, quality writers. While the guidelines don’t give a precise recipe for what’s needed for a top ranking page, E-A-T and the importance of Y-M-Y-L pages makes it clear that, now more than ever, expert writing matters.

It’s just common sense that Google takes this approach. They make money by selling ads on search result pages. If they don’t provide the highest quality content in their searches users may turn to other search engines and it would be harder to justify Google’s advertising rates. If you can provide the right content in a way that meets Google’s guidelines both you and Google come out ahead.

Edward Lott, Ph.D., M.B.A.
President and Managing Partner
BusinessCreator, Inc.

Ed can be reached at

Law Firm SEO: Things You Can Do to Start Seeing Traffic & Results (New Clients)

Is Your SEO Agency Wasting Your Budget?

Is your law firm website guilty of bad SEO?

I’ve witnessed it far too many times.

Law firm got bad advice.

The law firm didn’t do any link building.

The law firm didn’t add any content – or, if they did create content, it ended up being incredibly similar to other content already on the website, low quality, and without purpose.

Basically, their websites are just broken. Broken links, broken redirects, broken everything!

The result of all this bad SEO? Not enough traffic due to poor organic search visibility.  And a lot of wasted money!

Sound familiar?

But now isn’t the time to pass judgment. Now is the time to get it right.

Ready to find out how?

You’ll need to get links that drive traffic to your website. You’ll also need to get your technical SEO right.

A content strategy? Yep, you’ll need that. And you’ll also need to do some good old-fashioned marketing.

Here are some ways you can bail out your website and start driving more traffic and results (conversions). Now.

  1. Connect YouTube & Your Website Correctly

So many lawyers are creating and posting useful and helpful videos on YouTube.

Yet many law firms are failing to link strategically from their YouTube to their website.

This is a huge mistake. These are pretty much the easiest links you can get!

YouTube is one of the most popular websites, with more than a billion users every month.

Any link from YouTube is valuable. Although YouTube links may be nofollowed, remember our goal is driving traffic. We’re not worried about rankings right now.

Oh, and you need videos-the most powerful type are FAQ videos.

Have videos?  Are you marketing them?  Putting them on YouTube and on your website is NOT enough.  You need to have a robust video SEO program in order to get your videos seen by potential clients.  It is well worth the cost-videos convert more than any other type of marketing medium.

Four things to do here:

  • Make sure you link to your website from your YouTube channel.
  • Go through any videos you have posted. Within the description, be sure to link to the most relevant page(s) on your website, whether it’s a practice area page, a blog post, or your FAQ page.
  • Create videos continually-keep them fresh.  The cost of video production has gone down dramatically.
  • Implement a video SEO strategy.

A link in one of these places might just send you your next client.  The more places your video is found (via your video SEO strategy), the more likely your videos will send you clients.

  1. Do an SEO Audit & Make the Fixes

An SEO audit can uncover issues that are hurting your organic search visibility and website performance.

After completing an audit, and implementing all the necessary fixes, we’ve seen website traffic increase by anywhere from 250 percent to up to 2,000 percent!

These are the 10 most common errors we discover doing audits for law firms:

  • Overall bad advice from previous marketing partners.

  • They never set up Google Search Console, so they don’t know if Google is having problems crawling and indexing the site.

  • Too many toxic links have been built over years and may not have been disavowed.

  • Many unnecessary 301 redirects and broken links.

  • Not paying attention to page speed and website performance.

  • The website isn’t responsive or mobile-friendly.

  • No one has set up AMP versions of webpages.

  • Images aren’t compressed.

  • Inconsistent NAP profiles throughout the web.

  • Multiple pages competing for similar keywords, resulting in cannibalization. This problem is huge.

How can so much go so wrong?

Increase Your Website Traffic by 47%

Many law firms hire a web designer to make their website.

But a web designer and SEO web developer are two different skills sets.

So, if you’re going to hire a web design agency to build your website, you also need an SEO web developer who will ensure the website is coded correctly and correctly follows website navigation best practices.

Bonus tip: While you’re making all your technical fixes, make sure to add Attorney schema to your website.

Schema can indirectly help your rankings, because it helps Google better understand your pages, and it can help improve targeting.

  1. Foundational Content

The best way to get traffic is to rank well in search engines for the right keywords, whether it’s for certain locations or practice areas.

To accomplish this, you need a foundational content strategy.

There are three types of content pages that will help you rank:

  • Primary: These are your content pages that target high-value keywords relevant to your practice areas.
  • Secondary: These are your content pages optimized to rank for keywords relevant to your services.
  • Tertiary: These are your content pages that target long-tail keywords.
  1. Email Strategy

Another foolproof way to drive traffic: email.

Here are three types of email campaigns that work well in the legal industry:

  • New lead follow-up campaign: Show a client or a prospect what the next steps are. You could show them a journey through your law firm (e.g., with a video), explain what the next steps would be, or what it takes to hire a lawyer.
  • Lead magnet: Give away an ebook or premium piece of content (e.g., 6 Steps to Winning a Personal Injury Case, How to Hire an Estate Planning Lawyer).
  • Capture reviews from past clients: As soon as someone’s case is settled, they should fall into an email campaign asking for a review (or maybe taking a survey about their services). As mentioned in the last section, adding more positive reviews can only help drive more traffic to your site.

It’s worth investing in a good email management system, especially one that is also a CRM and has the ability to create email autoresponder campaigns.

  1. Past Client Testimonials / Reviews

Do you ask your current and past clients for testimonials or reviews? You should be asking every single client for a review, whether good or bad.  Unlike weight loss testimonials which aren’t believed for the most part, attorney testimonials still influence potential clients’ decisions heavily.

No, 2, 5 or 10 testimonials isn’t enough. Any testimonials you have is a great start, but evidence shows that attorneys who have more than 10 testimonials convert far better than attorneys that have few or none. 20, 30, 50, or 100 testimonials does take time to gather, but at a certain point, the proof that you’re a good attorney becomes overwhelming.

Before you start asking for reviews from clients, find the reviews that are already out there on the internet, in your desk drawer (ones written on paper and sent by mail), your email account (some clients will email a thank you note or review), and in the forgotten minds of your staff.

Nowadays, client reviews tend to occur mainly online – places to search are: Yelp, AVVO, Google My Business, Judy’s Book, Superlawyers,, Martindale-Hubbell,, Citysearch, Better Business Bureau, Yahoo local, LinkedIn, and more.

Find all of your reviews online at these websites, as well as googling: “Yourname StateName Attorney reviews” or “Your name State Name Attorney client reviews” ex: “Joe Blow NY Attorney client reviews”.

Once you’ve gathered all the reviews you can from all sources, you’ll want to both post them on your website and gather them format them uniformly, and print them out on as many sheets of paper as required, to give to potential clients, and email them as well (by creating a pdf of the testimonials).

How to Make Each Testimonial More IMPACTFUL (the more specific the name on the testimonial, the more powerful)

  1. Written testimonial
  2. Written testimonial with photo
  3. Audio testimonial
  4. Audio testimonial with photo
  5. Video testimonials-these are our favorite and carry the most weight influencing others that you are the attorney of choice.

Specifically Worded Testimonials Are Far More Powerful

Weak example: “Attorney John Smith did a great job. Thanks.”

Powerful example: “I thought that a DUI arrest wasn’t that big of a deal, and I ended up losing my driver’s license because I waited too long to contest it being taken.  Attorney Smith was able to help me avoid pleading guilty to a 1st offense, and even got my breath test thrown out due to a lack of calibration logs and operator training. My case was dismissed, and I only lost my license for 90 days. If I had given up and pled guilty or tried to handle it on my own, I would’ve had a nightmare on my hands – whew!”

How to Use Testimonials Once You’ve Got Them

  • On your website, everywhere
  • On your website, associated with specific pages that add to the credibility of that specific page such as on a page discussing breath test results, have a testimonial of a client that you ‘saved’ by showing the weaknesses of the specific model of breathalizer used against them and how they were found not guilty as a result.
  • In emails to potential clients (follow up emails)
  • In newsletters to past clients to stimulate referrals
  • In books you’ve authored
  • In your videos on YouTube

 Reviews / Testimonials From Other Attorneys

Clients who say you did a good job are vital – but including other attorneys’ comments of how good you are makes your persona even more compelling and believable – don’t ignore or forget these important reviews as well.

Scour the web, your office, email, and ask your staff who they think would give you a positive review (or find existing ones online) – once found, create a separate pdf, printed document, and put them on your website as well.

Same rules as with past client testimonials – the more you have, the more powerful your attraction to potential clients.

If you don’t have enough, or any, call up some attorney buddies and ask them to write you some – everyone has SOMEONE who will speak for them.

Past Case Stories / Studies / Results

Another powerful way to demonstrate your virility as an attorney is to recount as many successful past client case stories as possible.

Case studies show how you think, in story format, instead of having to tell a potential client that “they should hire you”.

Done right, compelling case studies communicate how you prevailed or mitigated the circumstances of a case – they show how you think, various legal strategies to obtain good results for clients, and have a chance of making a potential client say, “wow – this person had very similar issues to MY CASE and this attorney helped them”.

Case studies can be VERY powerful – think of them as testimonials in expanded form, with a reason how that shows not only the end result, but HOW it happened and WHY the result was positive.

Answer Your Reviews

As I already mentioned, consumers rely on online reviews when choosing a lawyer.

One simple thing that law firms can do themselves is respond to reviews in a timely manner.

This means responding both to positive and negative reviews.

Google puts a lot of weight on reviews, so definitely respond to any on Google.

If you can increase your rating (ideally you want to shoot for a 4- or 5-star rating), that should also impact the number of potential clients who click on and visit your website.

But also answer your reviews on sites like Avvo, Yelp, and anywhere else your firm might get reviewed.

Key Takeaways

All five of these things can help you immediately if you need more traffic and SEO visibility.

Out of all of these options, I highly suggest you start with the SEO audit. You need to figure out the health of your website before you start adding any content or links. Think of it like going to the doctor before you start a new workout routine.

Once the audit is done, fix everything you need to. Then build out your content strategy.

Then it won’t be long until you start seeing much greater results from your SEO efforts.

4 Pillars of a Successful Legal Content Strategy

Want a legal website that attracts clients who are ready to convert and earns great organic search rankings?

Then you need a content strategy.

Too many legal websites I see are simply blogging or creating content for the sake of it.

However, there’s a lot more to a content strategy than just creating content.

Let me say it again: you need a content strategy to be successful.

Every piece of content you publish should have a purpose.

You should build content based on:

  • Your practice area.
  • Keyword research and analysis.
  • Competitor analysis.
  • Local analysis.
  • Demographics.

Ready to up your legal content game?

Here are four pillars you need to have for a successful legal content strategy.

  1. Foundational Content

Your legal content strategy starts with foundational content.

For legal marketing, foundational content means increasing the visibility and organic search rankings of your practice area pages (and your homepage).

Within foundational content there are actually three types of webpages you need to know and use:

Primary Content Pages

As you do your keyword research, you’re going to discover that certain keywords have more value than other keywords (typically because they have high search volume and they are incredibly relevant to your practice area).

Simply, primary content pages are your main pages that target a high-value keyword. These are the main keywords you want to rank for.

For instance, you might design and optimize your primary content pages to rank for keywords such as:

  • Personal injury lawyer
  • Divorce lawyer
  • Family lawyer

However, the SEO competition for these high-value terms is typically incredibly high. So, you will need to create content that is better than your top competitors.

As you build your foundational content around these keywords, always make sure the content you publish is relevant to the services you offer.

Secondary Content Pages

Secondary content pages are optimized to rank for keywords that are relevant to the services you offer.

So, if you’re creating content for a personal injury lawyer website, for example, some keywords you’ll want to target might include:

  • Back injury
  • Car accident
  • Boat accident
  • Brain injury

Tertiary Content Pages

Tertiary content pages are for deeper, long-tail keywords you want to target.

You can dig really deep at this level.

For example, you can target multiple types of car accidents:

  • Car accident while hit by drunk driver.
  • Hit and run accident.
  • Left turn accident.

Developing more foundational content means you’ll have more fishing poles in the water, which means more opportunities to attract clients who need the legal service you offer.

Every new piece of content you create is an asset that can add two types of value:

  • To your website: Your content helps improve your search visibility, which makes it easier for people find your website.
  • To your law firm: There is a tangible, measurable ROI on your content investment (as long as the page is converting).

One other type of foundational content, which may not apply to all legal websites, is localized content.

This is for law firms that serve more than one location.

If this is the case for your firm, you’ll want to create content specific to those locations, targeting local keywords (e.g., city, town, or county names).

  1. Frequently Asked Questions

FAQ content has been around forever, but it has become even more important with the rising popularity of voice search.

People are using their smartphones and smart home devices like Alexa to ask more questions – and their queries are longer and more conversational.

Google’s search features (e.g., autocomplete, people also ask, searches related to…) make it super easy to find additional FAQ content to develop and write.

Another way to uncover additional frequently asked questions is by speaking to your client.

For instance, if you’re talking to a personal injury lawyer, find out what questions their intake department is getting. Are people asking about drugs? Back injuries? Other types of injuries?

Google can then feature this FAQ content as featured snippets, as long as the content has been optimized and the site has built up enough authority.

A lot of FAQ content has become a featured snippet.

For instance, here’s a search for :


Here’s another example, for :

Frequently-Asked-Question-Snippet.pngThe best part?  You don’t have to rank in Position 1 to get a featured snippet. As long as you can get to Page 1 of Google (ideally in Position 1, 2, or 3), you have an opportunity to appear in the coveted “position zero” above the first organic search result.

And if you’re doing any PPC marketing, that will help your law firm take up even more SERP real estate.

For your FAQ content, you’ll see best results by making sure each new page you create is optimized and:

  • Answers just one question.
  • Has an SEO-friendly URL.
  • Uses breadcrumbs.
  • Is at least 500 to 1,000 words.
  1. Authoritative Content

This is the blog content you, the attorney, creates.

We encourage lawyers to really give a personalized approach to the law, either by sharing their opinions, writing about certain cases, or doing case studies.

We also recommend lawyers get super technical here. Use state case numbers and violation codes – Google will find this information and show it to searchers who do a case number lookup.

If you see an interesting and relevant legal case you want to write about, do it!

Or, if you’re a divorce lawyer, it might be a good idea for you to share your opinion on the most famous divorces.  That said, don’t write for the sake of writing, especially if it’s outside the scope of your practice areas.

While you want to grow your website and show Google that you’re investing in your website, you don’t want to saturate your website with subpar content.

At best, low-quality pages or off-topic content won’t help you or add any value; at worst, it could hurt you (either how Google or potential clients view your site, based on the quality of your content).

Ultimately, authoritative content isn’t meant to convert.

Authoritative content is more of a branding play meant to increase authority and influence – to help lawyers become leading experts in their area of legal expertise.

  1. User Experience

There’s more to content than just the words on a webpage.

Always think about the user experience.

For instance, adding images or visual content (such as banners or videos) is a simple way to break up the content:

Visual-Content.pngAnother thing to think about is how you are going to internally link your pages.

Don’t think about links just for ranking purposes (though smart website navigation will help with that).

Instead, think of your internal links a way to lead your visitors one step closer toward a conversion action (links to your practice area pages) or to find more information (links to content pages on relevant, related topics, either within your site or on an external source).

For instance, your tertiary pages should be used to lead visitors who have just discovered your law firm to your primary and secondary pages via a call to action.

Ultimately, if you make your users happy with your content experience, and follow SEO best practices, you should be rewarded with better Google rankings.

Experience has shown that the more credentialed you appear to potential clients, the higher a percentage of your website visitors will call you versus leave your site WITHOUT calling.

If a visitor does not call or email you, you’ll never convert them to a retained client. No, you can’t even get close to turning every website visitor into a potential client call, but when the legal industry’s standard is 1 in 200 visitors calling, there’s a TON of room for improvement.


The combination of foundational content, FAQ content, authoritative content, user experience and testimonials is powerful.  These five of these elements must be part of your legal content strategy.

Ready to get started?

Start going deeper using Google’s search features, especially autocomplete, to find FAQ content.

You can also discover what types of legal content are attracting the most shares and links with a tool like BuzzSumo.

Once you’ve created your content, enhance it with visuals. This will improve the user experience – and boost your SEO performance.

Finally, always measure your results. Not everything you publish will be successful, but when you figure out which types of content tend to bring in lots of leads or traffic, learn from it – and try to replicate your successes.

Need help implementing your new strategy?

Call ForLawFirmsOnly Marketing at 855-943-8736 for a FREE consultation and proposal.

And as always, your feedback, questions or potential project ideas are welcome.

Edward Lott, Ph.D., M.B.A.
President and Managing Partner
ForLawFirmsOnly Marketing, Inc.

Ed can be reached at (or visit his websites)
855-943-8736 ext. 101

Voice Search SEO And Google’s Position Zero Ranking

How to rank in position zero

Some call it position zero, some call it the answer box, Google calls it a featured snippet; whatever terminology you choose, the fact is that it’s doubled in prevalence in 2016 and has increased fivefold since it launched in 2014. If you can secure position zero, you stand a chance at achieving a 114% boost in click-throughs from organic search for high volume terms. Clearly, this is something SEOs need to be focusing on for their campaigns. So let’s find out more about position zero and how to get there.


Since Google introduced featured snippets in 2014, they’ve become one of the holy grails of SEO.

Featured snippets are succinct answers to user queries displayed at the top of Google’s search results, occupying the coveted “position zero” in SERPs.

Unlike quick answers and knowledge panels, featured snippets use third-party information to answer queries and include the source page’s title and URL.

Featured snippets come in all shapes and sizes, including:

  • Paragraphs
  • Numbered lists
  • Bulleted lists
  • Tables
  • YouTube videos
  • Images
  • Charts

The potential benefits of landing a featured snippet are huge:

  • More traffic.
  • Greater SERP visibility.
  • A healthy boost to your credibility.

Voice search also leans heavily on featured snippets to answer user queries.

Also, because featured snippets aren’t necessarily plucked from the top result, you can sometimes edge out competitors on vital keywords.

Why fight over Position 1 when you can snipe Position 0?

Unfortunately, occupying position zero is easier said than done.

What we do know is that your content matters.

The brevity, formatting, and – most importantly – subject matter of your content all factor into whether Google considers your website snippet-worthy.

Voice search is here to stay, and it has hit the mainstream in a big way.

Voice search is also clearly on Google’s mind. Google made 10 big announcements at I/O 2017, and four of them involved Home and Google Assistant.

Voice search is also already having a big impact on SEO as we know it.

There’s strong evidence that voice search optimization is intricately connected to Google’s featured snippets, which occupy the coveted “position zero” in SERPs.

In other words, if voice search optimization isn’t already part of your SEO strategy, it’s time to fix that.

AI-Backed Speech Accuracy Is Now (Almost) on Par with Human Accuracy

In May 2015, Google’s Sundar Pichai announced that their speech recognition error rate was at 8 percent thanks to their investments in machine learning.

Now, according to Mary Meeker’s annual Internet Trends Report, Google’s speech recognition is even better — their English word accuracy rate is now a staggering 95 percent, as of May 2017.

That number also just happens to be the threshold for human accuracy. Sure, it’s still slightly more error prone than typical human dialogue, but the gap is shrinking quickly.

Put into perspective, this means that Google’s AI-backed voice recognition has improved by 20 percent since 2013. And they’re still making “significant breakthroughs” in speech recognition, according to Pichai at I/O 2017. He says we’ll continue to see “error rates continue to improve even in noisy environments.”

How to Prepare for Voice Search in 2019 & Beyond

At its core, optimizing for voice search is similar to the SEO of yesteryear. You need to:

  1. Create robust, compelling content that answers your users’ most common questions and solves their pain points.
  2. Adopt long-tail keywords optimized for semantic search.
  3. Use Schema to mark up your content and tell search engines what your site’s about.
  4. And, for goodness’ sake, you must be optimized for mobile.

What might be different from your usual SEO strategy is that now you also need to pay special attention both to creating detailed answers to common questions and to answering simple questions clearly and concisely.

Brevity, context, and relevance are essential when optimizing for voice search.

A good strategy that’s already been adopted successfully by many websites is to:

  • Create content or a webpage with a headline that asks a common question.
  • Immediately after the headline, provide a succinct answer or definition to the question.
  • Use the rest of the page to provide further elaborative detail on the topic.

The genius of this strategy is that the rich, robust webpage ultimately appeals to Google’s ranking algorithm, while the short-and-sweet information at the top of the page is optimized for voice search and might even become a featured snippet.

Would you like a Voice Search Ranking Report?  Click Here and fill in the information and we will run a report along with recommendations on how to improve your Voice Search ranking.

Click on the link if you would you like to download the white paper “Voice Ranking SEO-Position Zero Ranking 

Edward Kundahl, Ph.D., M.B.A.
CEO and Founding Partner
BusinessCreator, Inc.

Ed can be reached at
855-943-8736 ext. 101


We Deliver Exclusive, Targeted Leads To Attorneys In Real Time. No BS!

You looking for top quality leads for your law firm?

Tired of the BS?

Have You Heard This Before?

“I can get you leads-Guaranteed”, “We can get you top quality leads by our experts in SEO” or “We have a brilliant marketing team that knows how to build qualifying questions into our lead forms to form a more clear picture of the client you are looking for”?

I know you have heard these lines and many more like these lines-probably every single day.

Are they really selling exclusive leads that are generated just for you? (we have discovered their secret)  Are you chasing the leads?

You need a team that will generate legal leads that will change your life!  Delivered to your phone, email or by text messaging.

Digital Marketing firms who specialize and service the legal industry know three important facts-attorneys are by and large marketing smart; attorneys get inundated with emails promising to help them grow their firm constantly; and almost all lawyers want the same thing-more clients.

So, it comes down to one thing-who do you TRUST.  Most of the emails you receive get deleted or get caught in spam (I hope you are reading this!).  Why?  Most come from an individual who is using a gmail, yahoo, aol or some other major ISP account that is not traceable.  I delete those myself.  There is no transparency.  Nothing to traceback to the company itself to see if they are reputable.

Most of those “attorney” lead generation firms are not in it for the long term, have no real marketing experience and serve multiple industries, with no expertise in serving your market.

EXPERIENCE:  We have delivered more than 1,000,000 QUALIFIED legal leads in the last two years alone.  We have been producing legal leads for over a decade.  Our staff are all located in the U.S.-most work out of our Allentown, PA office but we have several that work remotely in Texas, Florida, New York and other parts of Pennsylvania.  Did I mention, our digital marketing team manager worked for Google for 12 years teaching others AdWords Search and Display advertising.  He manages a team of pros that utilize AI (artificial intelligence) and real-time programmatic bidding to deliver the best leads for our clients. Our team also focuses on voice search, mobile display and keywords that have user intent, those that have a higher chance of converting to a clients for you.

Who Are We:  We are attorney marketing experts.  We have been in business agency 1994.  We lived through the dot com bombs and tremendous ups and downs of the Internet and the economy and have first-hand experience generating leads in tough times.   We are the preferred vendor of a dozen bar associations across the U.S. and for over two dozen large advertising agencies, serving their clients.

QUALITY:  Our Attorneys Advantage program, our top tier lead generation service, has an appointment setting rate of nearly 100%.  The leads are scrubbed by our experienced trained staff and qualified and then delivered by live transfer, email or text message or any combination of delivery methods.  We also offer webform leads.  Our webforms are created in consultation with you in order to ask the best possible qualifying questions.  The appointment setting rate is over 75%.  We have a 98% client retention.

Our top tier Mass Tort program delivers ready for you clients.  Our medical investigator will take your paper work, have it signed and get any additional information that may be pertinent to the case. All plaintiff documents MUST be signed for the lead to be sent to you.  We do all the heavy lifting for your firm.  You receive a highly qualified client.  If the plaintiff does not sign all the documents, the lead is not sent to you.  No risk to your firm. Read More Here

TECHNOLOGY:  Our staff is comprised of some of the most knowledgeable in their respective areas.  They bring with them a level of expertise and innovation that allows us to obtain and deliver top quality leads.  We take a holistic approach to online marketing that includes digital banner ad display, digital video ad display, retargeting, Facebook marketing, other social platform marketing, and video optimization and ranking.  We use keywords that are focused on voice search (mobile-centric) and user intent.  Our proprietary 10X video ad display and 10X retargeting program captures nearly 100% of landing page visitors. We use cutting edge programmatic and real-time bidding technologies that increase ad exposure and reduce the cost, allowing us to offer better pricing on our legal leads.

EXCLUSIVE?  The number one question we get, even before “how much” is are your leads exclusive?  Yes.  Enough said.

LEAD TYPES:  All our leads are exclusive to one law firm.  We can deliver leads for most legal practice areas including most of the current Mass Tort cases.  Read More Here

Lead-Generation-Types-1-1024x265.pngLead-Generation-Types-Personal-Injury-SSDI.pngLead-Generation-Types_003-1024x344.pngPARTNERSHIPS:  With decades of experience a staff with over 150 combined years of digital marketing experience comes earned relationships with some of the biggest partners in the lead generation and the digital marketing industry.   Members of our staff and firm have earned the right to these partnerships.  They reflect years of knowledge and training which translates into a team that brings you the best possible leads to help you grow your law firm.


Always an important question.  But let’s figure out what your real cost of acquiring a new client.

It’s no secret that the paid search environment for attorneys is incredibly competitive. With more and more companies realizing the importance of an online presence, many are turning to both PPC and SEO strategies to further their company’s brand while engaging more customers.

What does this mean for law firms?

This simply means that law firms need a definite strategy in place. While it’s not exactly a surprise that legal services often result in the highest CPCs on the web, it is important to note that both the terms ‘lawyer’ and ‘attorney’ are included in the top 10 most expensive keywords both on Google and Bing. In fact, Google lists keywords for the legal industry as the fourth most expensive keywords.  CPCs in the legal industry are typically 40% more costly than the next most expensive industry, “credit”.

Pay per lead are generally more expensive than clicks, per unit. But calls also have a higher conversion rate. Invoca has found that calls can have a 30-50% conversion rate, while clicks see conversion rates as low as 2%.

So while a call is more expensive than a click, you end up paying less per conversion in the end.

As an example, at $200 per lead (average cost for PI attorney in large city) at a 40% conversion rate (our programs deliver a higher conversion rate)=$500 cost per conversion.

The national average Pay Per Click cost for attorneys is $47.07 (varies greatly on location and keywords used-this info is provided by Google as legal industry average) at a 2% conversion rate=$2,353,50 cost per conversion.

This becomes a no brainer.  AND, two factors make this disparity even greater.  One, our pay per lead quality is extremely high based on feedback from our clients (98% retention rate); and our very generous return policy (we can be generous since we take so few back).

The numbers also change depending on your own unique conversion rate and the costs per lead and click for your keywords. These are all unique for every campaign. To determine what’s most cost efficient for you, you’ll have to run your own cost analysis with your own numbers.

We have been here for a long time and plan on being here for a lot longer.  We continue to innovate.  We are about bringing technology to our company to help you grow your firm.

Running a law firm is hard enough.  Your time should be spent servicing your clients, earning money.  Let our team of lead generation experts fill your calendar with paying clients.  Let us remove your worry about where your next client is coming from-give us a try for quality lead generation.

There is a lot of competition in the legal market.  Rely on a team that can deliver.

ForLawFirmsOnly at 855-943-8736 (toll free for free advice) for a quote on a lead generation program designed for attorneys that will change your life.

Forget About SEO and PPC Ads and Get Mapped

Google Maps will bring you more new law clients in a week than any other source can in a month.

What do law firms we work with that have switched to our Google Maps marketing have in common?

The answer is simple.  Many of them made it to the TOP OF GOOGLE MAPS and their phones began ringing with leads.

Is This You?

  • You tried expensive paid ads through Google AdWords.
  • You threw a ton of money in search engine optimization to get your site ranked.
  • But something still wasn’t clicking, something was off and low revenues showed it.

Edward Lott, who makes his living by doing search marketing and lead generation for lawyers, is about to tell you something you may have already thought about.

“Stop buying into the hype that SEO alone is the answer to your lack of clients. The online world has changed dramatically in the last 5 years and SEO alone is not going to grow your business.”

Ed wants you to know, as an SEO provider for the past 20 years, he has seen what works and what doesn’t work.

“I have reached the following conclusions about what lawyers BELIEVE works to bring new business online and what ACTUALLY works.

First, many lawyers spend massive amounts of money every month on paid ads such as Google AdWords with each click costing $15, $30 or even $100, and with some cost per click even reaching $500.  We have attorneys telling us they spend $30K per month on AdWords campaigns!

Second, lawyers have been told if they just do regular SEO and have their site ranked highly organically, their phones will ring.  There is only so much space in the search results and there are clearly more attorneys in a given geography and practice area that Google can accommodate on the first page.

Third, the real truth is that 60-70% of all searches occur on a mobile phone or mobile device and that the first place your potential client looks is your Google Maps listing.

Many lawyers have a Google Maps listing, but it’s buried and no one ever sees it. It is very important people need to find you quickly and you must stand out when they search Google.  And you need a good reputation …..If not people move on.

What’s worse, many of these lawyers have hired SEO firms and paid massive amounts of money to them and many SEO firms themselves have no idea what it takes to get their client ranked on Google Maps.

I have come to the conclusion after all my testing and conversations with attorneys that most are spending too much for little in return because they or their SEO firm have no clue how to get ranked in Google Maps.

AND Google purposely lists Maps ON TOP of organic listings, so organic listings now have less value than they once had.

For lead generation, Google Maps is the place to be!

High Maps Placement And Visibility Has Never Been More Important To The Growth Of Your Practice.

It’s estimated that if you are in the top 3 positions on Maps with the major keyword terms searched by your potential client, you stand to take down 50% or more of the traffic with that keyword. 

Compare that with the measly 3-5% traffic you have to share with every other advertiser on Google Adwords.  Have you measured your cost of client acquisition lately?”

Many SEO companies promise that they can get a law firm on the first page of Google for very competitive keywords.  Every law firm that has hired an SEO company in your geographic service area are trying to rank for the same keywords.  To make that happen, many of  these SEO companies often have to resort to shady SEO tactics.  The result?  Your site or pages on your site get banned from Google search.

The other problem, few companies are optimizing for voice search, which is crucial if you want to get found where your next client is searching, on mobile devices.

Our goal is simple.  We want to make sure your firm:

  • shows up everywhere potential clients search
  • provides higher quality content than any other firm in your practice and service area (which means Google will trust you more than other attorneys and rank you higher)
  • stands out as the obvious choice to hire

Why Not Let Google Maps Do The Heavy Lifting For You?

Not only does a highly ranked Google Maps listing get 10x or more the amount of traffic as paid ads and organic search results, but it converts the position for you if you do it the right way.

The Process:

  • Start with a highly optimized listing then build hundreds or thousands of optimized listings on authoritative sites, preferable with a quality video embed. Work hard to get all of your onsite website factors dialed in to create trust with Google that your listing is worthy of being on Page 1.
  • Then, month after month, you have to work to keep it there.

It’s No Wonder that most SEO Providers Do Not Know What They Are Doing When It Comes To Consistently Gathering Page 1 Maps Listings For Lawyers.

Most SEO firms will promise law firms a top maps listing and it just never happens.   Why? Because ranking high on Maps is a science.  It’s completely different than SEO.  It has its own set of rules.  It’s literally a battle, and the best armed people win.

We focus on what we call the money keywords.  These are keywords and phrases used by people with an immediate need for your service.

We also focus on voice search phrases.  Voice search is a growing part of how people use their mobile devices.  Mobile search volume continues to rise and you better be found where your next client is searching or you will lose to your competition.

Now once that listing is ranked, we aren’t done!

You have to make sure it stays there AND you must frequently get good reviews to stand out among your competitors to help with conversions.

When you have a high ranking, “new clients” are yours for the choosing. New potential clients, searching for an attorney are going to pick you. A consumer looking for your professional service sees your listing, sees all the positive reviews, clicks through and reads your reviews.  They will hire your firm.

It’s not an easy task to get lawyer listings ranked on Maps and it’s no easy task to keep them there.  It requires persistence and someone who knows exactly what they are doing.

Ed Has Become The “Go To Person” For All Things Related To Lawyers And Google Maps.

In fact, he was just asked to contribute to the top online course teaching other SEO’s how to properly build and maintain maps listings in highly competitive niches.

This course has helped thousands of SEOs, and Ed has now been overwhelmed with requests for interviews and private coaching.

But what he really cares about is helping his clients drastically increase their revenues by flooding them with leads and new clients all from Google Maps.

For years, you could not hire an expert in Google Maps Ranking in the legal industry unless you paid $4,000 – $5,000 or more per month.


For a very limited time, you can get a top Maps listing for your top keywords in your City.  This means more leads, more phone calls and more closed business for you.

We are offering special pricing for a limited number of clients.  Pricing is based on your market (service area and practice type).

We simply do a review and provide you a quote. 

Guaranteed to Increase Your Online Visibility

Because we are so confident in our Google My Business optimization and local maps SEO strategies, we offer every campaign a rock-solid guarantee.

Because Results Matter…We have created a holistic GMB optimization process that combines advanced listing optimization, off-page relevance, local brand building and brand prominence strategies that are guaranteed to increase your firm’s visibility.

Our guarantee to you. Our Google My Business SEO 180-Day Campaign will increase your online visibility by the completion of the campaign or we will give you another campaign for free. 

And while no one can guarantee 3 pack rankings the vast majority of our 180-day campaigns do garner spots in the coveted 3 pack.  

We measure online visibility two ways.  First, using our local SEO audit tool we monitor and rank your brand’s presence on top local listing sites like Google Maps, Bing Places, and Yelp, and monitor and rate your visibility on the top directory and review sites.  And second, we monitor GMB Insights to determine increases in views, searches, and actions.

And, you can cancel any time. There are no lengthy contracts beyond the initial 6 month campaign.

Who Is This For And Not For?

Only lawyers who are tired of waiting for other options which don’t seem to be working at this time.  Is that you?

Also, lawyers who never thought about the importance of Google Maps and the difference it can make to your firm.

So What Does This Cost?

Considering that once you have a top lawyer maps listing, you can drastically cut your ad budget down and even slow your SEO efforts.

We thought about charging $3,000 per month or more for this service.  We’d be crazy not to right?

I mean we have achieved Page 1 rankings for EVERY lawyer we’ve ever worked with.  Period.

We routinely get paid $5k per month to just do maps in bigger cities for highly competitive law niches.  So we could easily charge that much.

But we decided we wanted to make this affordable for the small law firms of the world, the solo practitioners who are ready to take action and start seeing their phone ring off the hook.

So for a limited time, we are offering our program for starting at $1,500/month (fee depends on service area and practice type)

$1,500 is a drop in the bucket when you stop and think that just one more client per month covers your investment.

One new client will easily cover the $1,500, and once the machine fires up and you are ranked high on Maps, you have reviews…only one new client per month from our Maps program is very unlikely.

AND, we are including Reputation Marketing (we normally charge $300 setup and $200 per month for the management fees)

No one, and I mean no one makes a decision without reading reviews about your online firm.  It is why we include our reputation marketing service.

AND we will include a testimonial video and market it to help grow your reputation and ranking (we normally charge $500 for our testimonial videos)

Don’t Take Our Word For It. See What Some Of Our Clients Have To Say:

“Our law firm hired Ed Lott to generate business on the internet. The return on investment was fantastic. We estimate over $500,000 in new business was a direct result of Ed’s efforts. I have never found a better marketing strategy and we had literally tried everything before we found Ed.”  Philip B., Orange County CA

“I was a sole practitioner with a limited budget. Ed devised a custom marketing program for me that has helped me grow my firm in a few short months doing his internet magic. I have taken on two associates and I am adding on a paralegal this month. I am increasing my marketing budget and anticipate opening another location by the end of this year.”
Kristina M., Esq., San Francisco CA

“We were no where to be found on any of the search engines in organic search. We hired Ed and his team at For Law Firms Only. Ed convinced us to start with the basics, which included an updated web site to help with conversions.  We added a Google local search program and within a few months, our firm appeared in the top 3 in the maps area. We were able to reduce our pay per click budget and will soon be dropping it in favor of adding more locations to the map ranking service. Our firm is growing quickly. Thank you Ed and the entire team at For Law Firms Only for your awesome marketing and your customer support.
Leanne R., Marketing Director, Woodland Hills CA

“Ed and his team at ForLawFirmsOnly really know the legal market. Their staff is extremely responsive. They also offer all the online services a law firm would ever need. We just added in their Google Maps marketing program and within 90 days our firm is in the top 3 for most of our keywords. It is indeed a pleasure to work with one vendor and know they will take great care of my firm’s online marketing needs.
Jacob B. M., Esq., Warrington, PA

“Thanks to Ed’s expert marketing skills, the phone at my law firm started ringing again and I just landed a $7,500 client.” Shasha W., Baltimore MD

“If you are looking for someone to do marketing for your law firm you need to call Ed Lott. His skills will ensure you get results fast. He is very knowledgeable, ethical, and sincerely wants you to succeed.”
Harold J.
, Tampa FL

Here’s What To Do NEXT

Contact us –  we invoice you –  you pay – fill out kick off document and we get your campaign started.

I would say then sit back and relax but you will be too busy with your new clients to relax.

Then do us a favor and let us know how you are enjoying all of the new leads and business coming in.

Call us at 855-943-8736 or email us at and Ed will contact you to review the process.

Looking forward to working with you to help you grow your law firm.

100% Guarantee!

We’re ready to prove everything we claim. Let Ed and his team of experts increase your online visibility and see it for yourself within the next 180 days what happens.

How B2B Buyers Search for Tech Solutions


Information in today’s digital milieu has always been a double edged sword for sales and marketing. It works for you if you can control it. Information comes from your sales team, your website and your press releases. Outside that – it’s a free-for-all.

As we all know, the latter is the reality. What we often have to deal with is a highly-evolved B2B buyer, someone who’ve searched across several online platforms. And, according to The Digital Evolution in B2B Marketing, a 2014 research conducted by the Marketing Leadership Council of CEB (now known as Gartner) in partnership with Google, this person will not face a sales rep until 57 percent of their buyer’s journey is done.

So, it pays to ask: How do B2B buyers search for tech solutions and how can you ensure you’re there, at every stage of their buyer’s journey?

B2B Buyer Behavior

There have been several studies on today’s buyer behavior, and one stand-out commonality is that B2B buyers go online first before reaching out to a sales team (if ever they do).

A 2014 research by the Acquity Group, a digital marketing company under Accenture, pegs the number of B2B buyers who do online research at 94 percent. This is further broken down to the top go-to sites. Business websites lead at 84.3 percent; this is followed closely by 77 percent who turn to Google search. Other notable online resources include third party websites (34%), such as blogs and industry websites, and online user reviews (41%).

Analytics Advocate at Google Adam Singer confirms this at a ClickZ Live conference in San Francisco and adds that a person, on average, checks out 10.4 online resources before reaching out to a sales rep.

The Digital Age Buyer’s Journey

The fact that a buyer faces a sales rep only at 57 percent into the journey is perhaps not the most disconcerting finding to come out of these recent B2B buyer studies. It also raises a red flag that a lot of people are looking for a self-service buying experience. 31 percent say they prefer an unassisted online purchase, with phone support only as a just-in-case. Another 10 percent say they want zero assistance; while 12.5 percent say they want to be walked through the purchasing process.

You can’t help but wonder where in the digital age buyer’s journey would the sales team figure in?

According to the CEB study, you only get a 12 percent mindshare (public awareness) for each typical buyer who goes through the buyer’s journey. This share spans across a variety of channels.

The Salesforce’s Pardot survey, 2013 State of Demand Generation Report, claims that 71.7 percent of buyers start with a Google search. This is followed by personal networks at 15.6 percent and social networks at 2 percent.

This brings us to a familiar B2B scenario, typical in today’s buyer’s journey: Say that your company is looking for a CTI solution that integrates your phone systems to your CRM. You get on the project and do an online research. This leads you to a variety of business websites, such as Salesforce and Tenfold. You also look into industry forums to see what your peers have to say about the many vendors in the CTI market. You read blogs, reviews and how-to’s to see if the system suits your requirements and has the flexibility that you need. Through your research, you come up with the top 3 vendors, which you then invite to present and bid.

This might sound like a good deal because a sales-ready buyer comes to you. But, consider too that in no part of their buyer’s journey are you able to influence and educate.

Instead, you function only as an order taker. Your buyer already has a preconceived idea of what you offer. It can be hard to sway them otherwise – unless you can overcome the three main hurdles in B2B marketing and sales: ineffective digital integration, unfocused content and an unoptimized mix of online channels.

Know the Modern B2B Buyer

But first, let’s get to know who the modern B2B buyer is.

The Millennial Influence

Forget what you believe in when it comes to the B2B buyer. He or she isn’t middle-aged and working a managerial or executive position. In fact, the B2B buyer is getting younger!

The Pew Research Center has found that millennials are the biggest generation cluster in the American workforce today. There is more than one millennial in every three employees in the job market. And, they are working closer and closer towards positions of influence, when it comes to B2B purchases.

According to a 2014 survey conducted by Google and research company Millward Brown Digital, millenials make up 46 percent of prospective B2B buyers. This data is up from 2012’s 27 percent, which signifies the growing influence of this generation.

Director of Business and Industrial Markets for Google, Mike Miller, says that this represents a “big shift in a two-year time span.” He believes that this is partly due to the retirement of baby boomers. A new powerhouse generation is emerging in the lead.

This requires rehashing old B2B marketing strategies that usually target senior-level executives. While millennials may still not hold positions of power, their influence is clear. They make up 24 percent of non-executives tasked to help in B2B purchasing decisions. This is a generation who grew up at a time when mobile phones and the internet were readily available. You can be sure they will use these access and mobility tools in B2B research and recommendations.

The Multiple-Channel B2B Buyer

The multiple-channel buyer is always connected and researching online through mobile phones, tablets and desktops. They have mobility and access. They read your websites, reviews and blogs; and might have even downloaded one of your demos. They attend conferences and seminars – sometimes online – to learn about industry breakthroughs and innovations. They can cover multiple channels partly because they’ve fully integrated mobility and the internet into their lives.

According to the Google/ Millward Brown Digital study, by 2014, 34 percent of those involved in B2B purchasing decisions use their mobile devices at each stage of their buyer’s journey. This is almost twice the devoted mobile users/ B2B buyers of 2012. Mobile phone usage extends to work places and social gatherings; and includes requests for bids, product comparisons, video viewing and contacting the vendor.

The increase in video viewing is another metric attributed to the multiple-channel buyer. According to YouTube, more than 895,000 hours of videos viewed are those by top B2B brands. In fact, 70 percent of those surveyed by Google say they use videos to learn more about products before making a purchase.

Information Overload

The availability of seemingly limitless information empowers the new B2B buyer. And because they access content at each step of their buyer’s journey, you too must be on this content train.

According to the Content Marketing Institute and MarketingProfs’s 2016 Benchmarks, Budgets and Trends – North America, 88 percent of marketers implement content marketing strategies. 76 percent of these say that they will include content marketing allocation by 2015. On average, 28 percent of the marketing budget go to content marketing. However, those who are most effective at it spend around 42 percent.

So, remember that the modern B2B buyer is swimming in a sea information. Your share shouldn’t just be a forgettable drop.


Influencing the Digital Age Buyer’s Journey

Perhaps there are several strategies you can study and implement in order to influence the new B2B buyer. However, at the core of it will always be the actions you take in dealing with modern B2B marketing and sales’ main hurdles: digital integration, content and channel mix.

Comprehensive Digital Integration

Your effective presence online should cease being treated like an annoying fly buzzing and tweeting about. Traditional marketing campaigns have been rendered obsolete by B2B buyers who are empowered with information. Their product learning can’t coincide with your campaign plans because they go about it on their own, online.

Here are a few steps to take to start a comprehensive digital integration program, according to the Marketing Leadership Council of CEB:

  1. Document existing campaign architectures. Make sure to take note of effective strategies and their output.
  2. Review marketing practices to see what works and what doesn’t. A dialogue with the sales and marketing team is necessary to get to the real score regarding these practices.
  3. Observe and analyze external practices that have worked to get you closer to your goals.
  4. Select, codify and implement best practices.
  5. Recreate the campaign architecture and refine practices that don’t work as expected.
  6. Repeat the process until you reach your ideal.
  7. Put together an implementation guideline, as well as an accessible resource center for the guidelines, necessary tools and other information regarding your digital integration.

Purposeful and Focused Content

Many B2B marketers have taken on content marketing like it was the latest must-have trend. This has resulted in content that’s highly unorganized and lacks a consistent and purposeful message. You then get a whole slew of problems, such as prospective buyers swimming in a sea of useless information. This type of information does not really teach them well; and, it does not engage them enough to take the next step in their buyer’s journey with you.

There are several realities that might have factored into this situation. For instance, your web team may have been focused on ranking your website in search results, without being consistent and driving your true message. You might have outsourced your social media management, without providing guidelines on your corporate messaging.

It is important to rectify this, as soon as possible, because your customer engagement is centered on your content. It comes in at all stages of the buyer’s journey. It is at the core of your lead nurturing programs, and online and social media engagements. And, it is everyone’s responsibility – not just your copywriter’s.

This is where the so-called “coverage orientation” comes in. B2B marketers pinpoint topics that interest your target audience, and ensure that you consistently offer fresh content for each topic, through content development and curation. This can be a fruitful content marketing strategy, as long as you have a good understanding of your customers.

Make sure that you cover all your customers’ information requirements. This way, even as they learn about your product on their own, the information that they get still aligns with what you truly offer.


Smart, Targeted Channel Mix

Given several online channels, where should you invest in? Which channels will bring the most qualified leads? Should you invest in creating YouTube videos or simply blogging? Does your target audience need whitepapers or an online archive of manuals, issue reports and resolutions?

There are many ways to develop a targeted channel mix. However, the first step is to recognize your traditionally fragmented approach. The marketing team might be taking care of blogs and other creative text content. Your tech team might have been tasked with putting together your FAQs, whitepapers and other support pages. You might have outsourced your video production to an ad company, and your social media management to an SMM company.

However you’re doing it right now, it is important to account for your efforts, and assess your channel effectiveness. The metrics to use here are often readily available with the team tasked with each channel assignment.

Then, invest more in an expert analytics professional, someone who can accurately assess your channel efforts and audience response. Use your findings to put together a model channel mix, one that suits your target market and gets your messaging right.

Source: Tenfold

Call-Only Google AdWords For Attorneys

SEO or SEM For A Law Firm? 

Many law firm owners struggle with how, when, or if to use search engine optimization (SEO) and search engine marketing (SEM) to generate leads and grow their firm. While both tactics are beneficial, several factors need to go into the decision-making process—depending on each law firm owner’s goals and budget.

SEO works best for law firms first starting out or establishing an online presence for the first time. When designing a website, getting your law firm on local listings, and creating social media pages for your law firm, SEO is the best strategy. It’s important to utilize SEO to show search engines that your firm’s information is consistent and prevalent across multiple platforms. You can also build SEO for your law firm by consistently publishing relevant content that is valuable to your audience.

SEM comes into play when your law firm website is ready to “wow” customers and get them to contact you or make a purchase. Many law firms jump the gun too early and do not take the proper time to implement strong website design practices first.

SEM uses paid search campaigns such as Google AdWords to show an ad for your firm when certain keywords are used by customers searching for your services. When your website is ready to receive and convert leads, you will want to track which keywords perform best, when is the best time to display your ad, which target audience converts best, and how much you can afford to bid for paid search leads. This can all be a lot to manage, but it’s necessary to succeed with paid search.

AdWords And Phone Calls-Call Only Campaigns

Call extensions let you add phone numbers to your ads, which can significantly increase clickthrough rates. When your call extensions show, people can tap or click a button to call your business directly. That means more customer engagement with your ads, and more chances for you to get and track your conversions. Call extensions are the easiest way to add phone numbers to existing ads. If you attempt to include a phone number elsewhere in your ad text, it may lead to the disapproval of the ad, so if you would like to include a phone number, it is best to use a call extension. You can also create call-only campaigns.

The newer call-only campaigns take time to setup properly but can result in a much lower client acquisition cost. To get phone calls to your firm, set up a call-only campaign to encourage clients to call you by clicking or tapping your ad. With call-only campaigns, you bid to drive calls to your law firm instead of clicks to your website. You can set your ads to show only when your firm can take calls, so you won’t miss an opportunity to connect with your potential clients.  With these campaigns, you can use CPC bidding based on the value of a call to your business. You can also add your existing phone information to your new ads and attach select extensions to your call-only campaigns.

Ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls. Taps on these ads will only generate calls — they won’t link to a website. These ads are very flexible with how they can appear. To optimize for mobile and enhance performance, your ads may not always show every line of text you enter when setting up your campaign. Likewise, select extensions, which are available for call-only campaigns, may also be hidden in order to make the most of the smaller screen space on mobile devices.

If you feel that your small law firm is ready for SEM, make sure that you have the time and resources to dedicate to your campaign and your online presence. Your campaign needs to have the right keywords and descriptions, but also effective tracking and analytics so you can monitor performance and conversions. Remember, do not let your social media presence, content marketing, and website suffer at the expense of your ad campaign!

One of the most important differences between SEO and SEM is that SEO takes time, whereas SEM provides more immediate results. You may want calls and clicks fast, but you must dedicate work to your online presence to motivate customers who click on your ad to give you their law firm. SEO and SEM work best when used together.

When used properly, SEM can help your law firm achieve its lead generation goals. Enlisting the help of a professional can also be a wise investment.  BusinessCreator/ForLawFirmsOnly has a team of SEM Marketing Pros that can create and manage your Google AdWords and Facebook campaigns for you!

Edward Kundahl, Ph.D., M.B.A.

Ed can be reached at (or visit his websites)

LinkedIn Guidelines For Lawyers

As a law firm, there are a number of avenues which can help your firm build credibility online. From starting your own blog to answering questions on lawyer help forums. A platform that many businesses don’t seem to tap into is LinkedIn and we’re going to talk about it today.

Most people mistake LinkedIn as a job search platform or a social network of sorts. But, what you might not know is that there are businesses which use this platform as a recurring source of qualified leads.


Studies have shown in the past that LinkedIn is a very effective lead generator. Here’s how you can generate leads for your law firm using LinkedIn:

1)      Create a LinkedIn Company Page

There are currently a few million company pages on LinkedIn. Create a business page for your company with content that showcases your expertise. Things you should include on it are:

  • Company Description – including the brand, services you provide, your achievements and affiliations.
  • Names of Clients, especially big ones.
  • Client Testimonials that will create social proof.
  • Images, infographics, videos
  • Regular posts with keyword-rich content

2)      Interact with the LinkedIn community

The more content you create and share to help, intrigue and inspire, the better it is for you. LinkedIn is a repository of professionals, executives, and prospective clients. Engaging them would mean you’re nurturing your network. Focus on the value you can provide, as that’s the sole driver of great content marketing.

Word about your authority spreads really quick on a platform like LinkedIn and you could find yourself getting referrals or being introduced to a prospect before you know it. Especially if you’re connected with well-networked people or influencers.

You don’t need to create all content from scratch. You can share appropriate industry updates, questions that’ll engage your followers in a conversation. Community participation on relevant topics by your firm or you also helps. Links to white papers, webinars, case studies etc. leading back to your website are also appropriate for gaining following.

3)      LinkedIn Groups

Join active LinkedIn groups with a substantial following in your area of expertise. Be a useful contributor to the discussion and also make a habit of sharing ideas/news and being helpful.

Some do’s and don’ts that you should keep in mind:

  • Don’t make every interaction about marketing your legal services.
  • Short and timely comments are better than long but occasional ones.
  • Any value that you can provide as a knowledge expert in your field or any resources you share will position you as helpful and the go-to person.

4)      Local SEO

Most legal businesses have a certain geographic area of operation and cater to the local market. This makes local search engine optimization important.

On your LinkedIn profile and posts include local keywords and links – like local community events, local client testimonials. A public LinkedIn profile also ensures visibility in search engines.

5)      LinkedIn Leadgen forms

You can also share sponsored content like a research study report you funded. LinkedIn has launched Leadgen Forms on smartphones, which effortlessly pulls data from prospective leads’ LinkedIn profile. Make these forms a part of your content.

With these forms and with LinkedIn’s accurate profile data you can collect quality leads that are sure to give you a higher conversion rate.

LinkedIn’s networking platform is used by a variety of people from executives of Fortune 500 companies, business owners to everyday people. There are unlimited opportunities that can emerge out of LinkedIn. Using the techniques mentioned above will help you create credibility and use this platform as a source of great leads.

Edward Kundahl, Ph.D., M.B.A.

Ed can be reached at (or visit his websites)