Law Firm Marketing: How a Bald Move Can Help You Stand Out From the Crowd

Recently, an Atlanta personal injury lawyer has been making waves in the blogosphere with a creative new law firm marketing campaign. The attorney, now – and perhaps forever- has become known as the “Bald Lawyer.” His billboard campaign has attracted attention not only in the ABA Journal, but also on a whole host of other sites, even showing up on the website of a major communications firm in the United Kingdom. With the amount of widespread positive attention he’s receiving, it seems clear that his creative advertising effort was a complete success.

Innovative Law Firm Marketing: Standing Out From Your Competitors

Law firm marketing has become ubiquitous, with a lawyer billboard on every corner and lawyers promising to get you a fast divorce or a big cash settlement during every commercial break. Because there is so much legal advertising going on, it can be very difficult to get potential clients to sit up and take notice.

Lawyers have a special challenge in getting customer’s to pay attention, since unlike selling a sleek and sexy new car or a cool new beverage, lawyer’s aren’t selling a lifestyle. Many of the lawyers who advertise offer aid to people who usually will become interested in their services only when something has gone wrong, and for everyone else, their ads will blend into the background.

Even when someone is seeking a lawyer, clients are going to have a hard time differentiating between one lawyer’s promise to “get justice” or “get results” and the similar promise made by countless others, often all standing in front of the same stock set of law books in the generic law office so popular in legal ads.

Not so for the Bald Lawyer. His eye-catching billboard features the slogan “Injured? Don’t Pull YOUR Hair out!” Below that is a big shot of the lawyer with his bald head, and the address for his website ‘MyBaldLawyer.com.”

What Makes The Bald Lawyer Ad Work

The Bald Lawyer ad works and stands out from other law firm marketing because it is different. It shatters the stereotype of the conservative, unapproachable and uptight lawyer by allowing the attorney to poke fun at himself… yet it does this without undermining the law or the legal profession.

The billboard also stands out because it attracts attention and because it gives the reader a memorable image. That image is accompanied by a website directly related to it, which fixes itself in the viewer’s mind right along with the image, becoming easy to remember.

Clients who see the bald lawyer ad will take more notice of it- even if just for a few seconds out of curiosity- than they would just another lawyer ad. This can translate into the ad staying in their minds, consciously or subconsciously. In turn, when they need a lawyer, they may just be tempted to visit the website they remember from the billboard where the client can learn about the services the bald lawyer offers.

Creating Your Own Innovative Ad

Other attorneys who wish to take their law firm marketing efforts to the next level can take a page out of the bald lawyer’s book. The ad is an important reminder that innovation is key in successful legal marketing, and that by offering clients some way to distinguish you from your competitors (preferably a memorable way), you can stand out from the rest.

When crafting your own marketing campaign, think of what makes you different. What aspects of your law practice management or law firm help you to stand out from the crowd and add value to your clients? If you can identify something that sets you apart and you can present that something in a new and creative way, your law firm marketing campaign is sure to be a great success.

Marketing A Law Firm: You Will Need A Law Firm Website

Each year there is more and more online competition for lawyers as law firms reach out to the internet as another mode of marketing a law firm. Lawyers are spending more of their marketing budgets building websites instead of advertising in the traditional ways such as in the phone book.

Traditionally law firms spent a great deal of their marketing budgets on phone book ads. However, it seems that the phone book is becoming obsolete. When was the last time you used a phone book to research a company? Instead of turning to the phone book people now turn to their cell phones, computers, and iPads to research companies and law firms.

Most people these days have access to the internet and most are online multiple times a day. Many use the internet for their work and they sit in front of a computer several hours a day. This means that the rules of marketing a law firm are changing.

It is possible to build a successful law firm using online marketing you just need to have some measurable goals and an understanding of how to get there. Many law firms will pay some web guy to create a website for them. The problem is that just having a website isn’t enough. A pretty website with a great design alone won’t get you business or make your firm more successful.

When people search for something on a search engine such as Google they usually browse over the results on page 1 but most people don’t go much further than that, they don’t click through to see the results on page 2 or 3 and there’s even less of a chance they will click through to pages 5 or higher. If a searcher doesn’t find what they are looking for on the first page or two then they will typically do another search with different keywords. You need to get your site on the first page so that it can be found quickly and easily.

If a law firm just has some web guy create a law firm website they might discover that their website isn’t ranked well on the search engines. Many law firms aren’t even aware of where they rank in Google; they’ve never Googled themselves or asked their web person.

Hiring a professional marketing firm that knows how to bring qualified leads to the firm will give you a big advantage over the firm that just hires a web guy. Thousands of people use the internet to find lawyers. They use the major search engines to type in keywords and search for lawyers in their local area or they search for the best lawyers in a specific field of law. When they do their search, you want to be on the front page when they type in your town or your practice specialty. You want to be as high on the search engines for as many keywords as possible.

A professional website design team will be able to design a site for your firm that not only looks great but one that can be found on search engines and converts site visitors to clients quickly. You want people coming to your site who are looking to hire a firm that specializes in what you do. Hire a web design firm who knows how to get clients to the top of search engines and who has experience in marketing a law firm.

Wikipedia Marketing – Use a Wiki to Market a Law Firm Or Practice

Wikipedia is a very important tool in a tech-savvy legal marketers’ arsenal. Web technologies like RSS from blogs, wikis, forums, and other kinds of channels into feed-enabled portals create buzz about an attorney or law firm.

Wikipedia has a massive traffic volume and influence in search engine results. The site also tends to attract a tech-savvy audience that researches RSS and other Web 2.0 technologies. Presented carefully, a strong presence for a law firm with relevant Wikipedia entries can help drive traffic to the Firm’s website. In the ever-expanding world of social computing, it makes sense for firms and attorneys to take the plunge into Wikipedia, but it is just as important to learn the rules of the game first.

GETTING STARTED

When creating the firm or attorney page, first check the state bar’s rules for the filing requirements for public advertising and written, recorded, electronic or other digital solicitations. In Texas, all attorney advertising copy must be submitted to the Advertising Review Department. However, since Wikipedia entries are assumed written by a neutral third-party the pages don’t officially fall into the “advertising” category.

Here is the official word from the Texas State Bar Advertising Review Department Director Gene Major; “Read the Texas Disciplinary Rules for Professional Conduct. Rule 7.07(e) lists the type of exemptions the Bar allows without submission for approval from us. These exemptions include publicly available information about the attorney or law firm, business card-type information about practice areas, firm website and information concerning legal issues, such as news articles, legal articles, editorial opinions, or other legal developments or events.”

Before constructing the framework for the Wikipedia page, the best advice is to list everything planned for the page, then read the individual state bar’s exemptions rule on filing requirements and make sure nothing on the Wikipedia list contradicts the state bar rule.

Wikipedia’s strict content guidelines must also be addressed and understood thoroughly. Wikipedia’s editors are basically anyone who owns a computer, and they can be merciless. Wikipedia defines itself as: an encyclopedia, not a forum for advertising or self-promotion, or a vanity press. As such, it should contain only material that complies with its content policies, and Wikipedians must place the interests of the encyclopedia first. Any editor who gives priority to outside interests may be subject to a conflict of interest.

There are no firm criteria to determine whether a conflict of interest exists, but there are warning signs. Adding material that appears to promote the interests or visibility of an article’s author, its author’s family members, employer, associates, or their business or personal interests, places the author in a conflict of interest. When editors write to promote their own interests, their contributions often show a characteristic lack of connection to anything the general reader might want to consult as a reference.

When constructing a page if its decided to write an article on an area of law where there is personal involvement, be sure to write in a neutral tone and cite reliable, third party published sources, its important to beware of unintentional bias. A neutral point of view is the key to success on Wikipedia.

The best learning tools here are examples. Houston attorney Mark Lanier’s page is a good model of how to write a Wikipedia entry properly. It can be found here: http://en.wikipedia.org/wiki/W._Mark_Lanier

You will notice Lanier’s page is categorized under American Lawyers/Living People. A page’s category is an important designation. According to the Wikipedia article traffic statistics (http://stats.grok.se/) Lanier’s page has been visited 246 times in June of 2008.

A law firm that created their Wikipedia entry properly can be found here:
http://en.wikipedia.org/wiki/Skadden%2C_Arps%2C_Slate%2C_Meagher_%26_Flom

This firm categorized their entry under: Law firms of the United States | Law firms established in 1948 | Law firms based in New York City. According to the traffic counter, their page has been viewed 6,508 times in June of 2008. That’s a strong audience.

Along with the successful pages we should also cite examples of problem entries. Haynes & Boone is a good cautionary tale. Their page can be found here: http://en.wikipedia.org/wiki/Haynes_%26_Boone

You will notice there is a warning header at the top of the page listing the entry as being written as an advertisement. Judging from the length of the page a lot of work went into building it. But there aren’t any external links except self-promoting websites and there are no references listed. Whoever wrote this entry probably thought the link to the firm’s website would be enough to justify the time and effort it took to build the page. However, a quick check of the page traffic counter shows the page was visited once in May and not at all in June. It is important to cite sources and make sure other articles link to the page from related topics. Make content relevant for the Wikipedia community, not just the firm.

CASE CITATIONS

You will notice from the Mark Lanier page example citations of some of his flagship cases. These cases should not be cited unless they are considered closed by the courts and all parties involved. If an attorney is involved in a court case, or close to one of the litigants, it would be very difficult to demonstrate that what is written about a party or a law firm associated with the case, or a related area of law, was entirely objective.

The courts or their parties could potentially notice even a minor slip up in neutrality in a court-case article on Wikipedia for an active case-in-progress, and this could potentially cause real-world harm. Because of this, restrict case citations and edits on other Wikipedia pages to cases officially closed.

STEPS FOR DEVELOPING THE PAGE

1. Research State Bar Professional Conduct Guidelines for filing requirements.

2. Research Wikipedia’s guidelines for content creation and editing, including standards for writing style, formatting, editing, adding links, etc.

3. Study the attorney and firm pages listed in this article and notice how they crafted their page, then make it easy on yourself and copy them with your own content.

4. Choose the proper category for the page. Study other related firms and attorney pages to distinguish the particular area that will most benefit your practice.

5. Find someone outside of your organization to do the actual development of the entry to avoid being deleted by Wikipedia’s conflict-of-interest policy.

6. Craft practice articles in the Wikipedia Sandbox:
http://en.wikipedia.org/wiki/Wikipedia:Sandbox The Wikipedia Sandbox section of the site allows members to post draft articles, experiment with formatting, tone, and linking strategies, and receive feedback from the community

7. Write articles according to Wikipedia’s neutral point-of-view standards, which discourages users from putting spin or bias in articles. Remove all the slick marketing hype for the copy. This sentence, for instance, is similar to something that would appear in company marketing materials:
o “XYZ Firm is a diversified law practice focused on the highest level of customer service”
For Wikipedia, it needs to sound like this:
o “XYZ Firm is comprised of attorneys representing a number of diverse practice areas including, Intellectual Property, Maritime Law and Business Litigation.”

8. Strategically link related pages within Wikipedia. Guidelines state that content creators should provide relevant links to other Wikipedia articles.

9. Use external links to send traffic to a Firm’s site. Hotlinks are permitted in certain sections of a Wikipedia article, such as External Links. Be sure to add links to relevant Firm Web pages where possible. Use concise, targeted pages relevant to the Wikipedia article in question, rather than just linking to the company’s homepage. Add links to the firm’s Web pages, data sheets, and white papers in an article’s “References” section. Include links to third-party sites on company-specific pages to demonstrate neutrality.

Finally, take all the valuable content just created and add value to the Wikipedia community by expanding the information available on RSS technology.

TRACK THE RESULTS

Starting with the article traffic statistics, track how many people are visiting the Wikipedia page. Be sure to monitor where clients are hearing about the firm and keep a record of the new calls into the office and be sure and ask the client where they heard of the firm.

Wikipedia is a collaborative, constantly evolving site, and a firm’s page must be constantly monitored. The team responsible for overseeing the page must constantly be aware of edits to the page, participate in ongoing discussions about pages, and look for opportunities to add more relevant, useful content to the site. Provide value to the Wikipedia community and reap the rewards!