Month: December 2020

EP 85 – Ryan Klein and Chase Williams – How Law Firms Will Win in 2021 PT 1

On this special episode, Ryan and Chase discuss what your law firm needs to be doing in 2021 to be set up for success. Topics covered in the 1st part of this 2 part podcast include:

  • Evaluating Your Technology / Tech Stack
  • Taking Your Content Strategy to The Next Level
  • LSA / Google Local Service Ads
  • Our Take on Directories Such as AVVO & Justia
  • Google Ads

EP 84 – Richard Lau – Strategizing Your Domain Name to be Helpful to Everyone, Including Your Clients

Richard Lau is the Founder of Logo.com. He currently has logo.com, face.com, coffee.com, short.com, rides.com, as well as others. In the past, he has owned resume.com, weed.com, gr.com, ra.com, which many of those he now wishes he would have held onto. The prices for his domains are currently a lot higher than they were 10 years ago.

How to Protect Your Brand Name Online

The very first thing that you need to do is protect your brand. Step one is to go out and register your brand name or purchase it. You should not rely on your trademark as a defensive registration. Richard also suggests registering (relevant) extensions and typos of your domain. If you are trying to fight a case of someone having the same brand / domain name, you are looking at at least a $1.500 filing fee, and then you will have your original filing which will be 5-10 hours, your response which will also be 5-10 hours and then you may lose or you may be faced with a lawsuit. You need to be very careful, because you could be found guilty as well. 

Just because you have a trademark does not mean that you are not going to be subject to reverse domain name hijacking or being on the receiving end of a lawsuit from a domain investor. Just because you may have a trademark does not mean that they do not have legitimate rights to it. 

Options for Purchasing Domain Names

Each domain name is its own unique piece of property. The valuations of domains vary wildly depending on who is sitting at the table. It is not only the buyer, but it is also the seller. There are domain names that may be so much money, but the alternative is that you go to that domain and someone else is using it. So, is it better that it is available for you to purchase or that it is being used by something else? When you say a domain name for sale, your actions should be “I have the opportunity to get this name, so what are we going to do?” There are lots of ways to do it – down payments, leasing on an increasing scale, with escrow, and many other payment schemes. Being a lawyer, your clients rely on you for advice. 

Different Industries Using Alternate Extensions

Richard and his team do see people switching, however, if they have the ‘.com’, they generally like to stay on it. They mostly see people with a long .com where they have several characters leading up and they are able to switch to a .legal or .attorney and it makes sense. It also depends on the demographics of the lawyers audience. If you are dealing with older clients, they will not be as familiar and maybe not as accepting as a younger generation would be to the new extensions. It will also attach a younger audience to see that you are on top of things. Everyone has their own different preferences in what they may be looking for.

EP 83 – Lauren Osborne – Utilizing SEO to Build Up Website Authority and Content

Lauren Osborne is the Business Development Officer at TLD Law and has been with the company for about 2 years now. TLD Law is a full-service firm that will be celebrating its 60th year in business in 2021. Lauren works with the partners individually to develop their specific practice areas – they have a few different areas that they cover. Previously, Lauren worked with a CPA Firm for about 11 years before joining TLD Law. If you are interested in getting in contact with Lauren, you can email her at losborne@tldlaw.com

Different Strategies for Approaching B2B and B2C Content

In terms of B2B and B2C practice areas, there are definitely different strategies for the consumer side versus the business side. On the consumer side, they have to be more specific to make sure that people know what they are working on. On the business side of things, you want to target the client who is looking for the specific services that you are offering. Lauren tries to get very specific with her partners in this area to write specific content and make it clear what areas of specialty are offered. 

Lauren uses SpyFu as an inexpensive way to search their website URL and see what keywords people are searching for and maybe finding your site. That is one way to cater to content development, but another thing that she does is go to Google Analytics and find out the top page that people are visiting on your website. She went into the blog post and linked to some newer material on their website and now the traffic has picked up even more.

Should Attorneys Be Writing Content on Their Website?

Lauren has found that her specialty is not in writing content, so she has found that it is helpful to get the attorneys that are writers or may be more inclined to business development activities. For those that may not be writing, she will work with a writer that will then give that attorney a call or interview him on a topic that he has selected or is interested in and they will have that article done in a day in some cases. It is a combination of attorneys writing articles and an outside writer. Outside writers bill at a much lower rate than attorneys do and they are much more reliable in getting the content out. 

If clients are asking questions, then other people have those same questions as well. In-house professionals wear a lot of hats, so she did get a lot of pushback. When they saw how easy the process was to work with a writer and how cost-effective it was, that changed the conversation. The accountability factor is key. 

Metrics to Measure Content Effectiveness

Lauren has noticed that when new content is being posted, numbers on Google Analytics sky-rocket. Obviously, it will send a lot of traffic to the website. She is just looking at how many people are landing on specific parts of the website and trying to focus on those pages and practice areas that are getting a lot of hits. If she is getting results in one specific practice area, she might go back and just focus on creating more content in that area because it is working. 

Another thing that Lauren does when she is searching for topics to write about is going to Google and begin typing in questions and it will populate the rest of the question and give you examples of questions that other people are asking. Oftentimes they will answer those questions in a blog article and you are helping people that have those questions and may not have found the answer they were looking for. One resource that Lauren uses quite a bit is Neal Patel. She watches all the videos that he sends out regularly and has found a lot of value in his information. Whenever he sends out a new tip or trick to try out, she puts it to work on their website.