Online Marketing

Best Lawyers, Super Lawyers, Chambers, Martindale: Law firm rankings have a new relevance as prospective clients increase their use of AI tools like ChatGPT. Indeed, as Clio reports, more than one in three potential clients start their attorney searches online. What’s notable is how they are searching—or more specifically, where. Google remains dominant, but it’s losing market share: A survey released this week showed that 78 percent of respondents say it is their first choice for searching, down from 80 percent in June; meanwhile, ChatGPT increased its standings from 1 percent in June to 5 percent in December. It may be 5 percent now, but Google shouldn’t get comfortable: Gartner predicts that search engine volume will fall by 25 percent by 2026 due to generative AI solutions. Given that 2026 is—shockingly—just a year away, it’s imperative that law firms understand how ChatGPT (and its compatriots) are delivering information to their potential clients. Let’s take a look. Where We Started: ChatGPT A Year Ago In November 2023, in an experiment on Medium, a ChatGPT user (and legal tech CEO) asked various platforms to find the best personal injury lawyers in Philadelphia. All were different: The free version of ChatGPT told him to do his own research. The paid version of ChatGPT gave a list of lawyers and law firms, all of which were recognized by Best Lawyers in America and Super Lawyers. Subsequent searches brought forth lawyers from Avvo and FindLaw, directories that allow clients to rate their attorneys. In a Google search, sponsored firms dominated the “front-page” results—firms that bought Google ads for the keyword in question. As I wrote last year, this experiment showed that ChatGPT and its compatriots are being trained on lawyer rankings and client reviews. What about now? Google vs. ChatGPT in 2024 I conducted my own experiment in December 2024. Because personal injury is so contentiously competitive in both paid and organic search, I went for a more B2B approach: “commercial litigation lawyers in Cleveland.” (This is also a market where I have no clients or vested interest.) From the Free Version of ChatGPT “Help me find commercial litigation lawyers in Cleveland. Please include your source.” Squire Patton Boggs Thompson Hine Benesch Friedlander Coplan & Aronoff BakerHostetler It’s a safe list, to be sure; all are AmLaw stalwarts, and three of the four are headquartered in Cleveland. As for sourcing, ChatGPT told me: “The sourcing for the list of commercial litigation lawyers in Cleveland was primarily based on a combination of law firm websites, legal directories such as Martindale-Hubbell, and local business journals that cover legal industry news and rankings. These sources provide insights into the firms’ areas of expertise, professional accolades, and client reviews, ensuring the recommendations are relevant and reliable.” When pressed further, ChatGPT said the “local business journals” referred to Crain’s Cleveland Business, where the first firm on the list, Squire Patton Boggs, has been included in eight articles this year. Key takeaways: Free ChatGPT may favor big firms that are more likely to have larger body counts on sites like Martindale; here, for instance, Squire Patton Boggs has 113 attorneys in Cleveland. Moreover, earned media matters—and may be a more feasible tactic than adding 100 lawyers. From the Paid Version of ChatGPT “Help me find commercial litigation lawyers in Cleveland. Please include your source.” Interestingly, there was no overlap between the list supplied by the free version and the paid version of ChatGPT. The paid version supplied 10 firms, nine of which were attributed to attorney rankings: Hahn Loeser & Parks (Best Lawyers) Frantz Ward (Best Lawyers) Taft Stettinius & Hollister (Best Lawyers) Buckley King (Best Lawyers) Garson Johnson (Garson Johnson) Sutter O’Connell Co. (Lawyers.com) The Chandra Law Firm (Super Lawyers) Jeckering & Associates (Super Lawyers) Ritzer, Coughlin & Paglia Ltd. (Super Lawyers) Cavell Law, LLC (Super Lawyers) This confirms the 2023 experiment’s hypothesis that the paid version is being trained on rankings and credentials. With the exception of Taft, this list is skewed toward small and midsize firms, ranging from 1 lawyer (Cavell Law) to 130 (Hahn Loeser & Parks). Key takeaways: Best Lawyers supplied the top four spots on the list. While Best Lawyers rankings are dependent on peer rankings, law firms (and their marketers) should stay vigilant about nominating their qualified lawyers. As for the firm names supplied by Super Lawyers, I have no firsthand knowledge of these firms or their marketing plans, but at a glance it appears that all four have a paid profile for at least one lawyer. This merits more investigation, but there could be a new argument for investing in Super Lawyers positioning. From Google “Commercial litigation lawyers in Cleveland” The third search method produced yet another list of firms with no repeats from the ChatGPT lists: Axiom Law (sponsored) Super Lawyers Calfee, Halter & Griswold Dworken and Bernstein Best Lawyers Gertsburg Licata Shumaker The only overlap: Super Lawyers and Best Lawyers. Google stays true to its algorithm, delivering first a paid ad. The list includes two sites with high domain authority—Super Lawyers and Best Lawyers—as well as a number of firms with high relevance for the location-based query: Calfee, Halter & Griswold has an Ohio-specific positioning: “From our offices in Columbus, Cleveland, and Cincinnati, we provide comprehensive and efficient legal and government relations services.” Its commitment to the Buckeye State is evidenced by its 100-page e-book, Guide to Doing Business in Ohio. Dworken & Bernstein, “serving all of Northeast Ohio,” has a commercial litigation landing page that adheres to many SEO best practices, including the use of questions and key phrases. Gertsburg Licata—“Headquartered in Cleveland. Serving the Globe”—may appeal to the Google algorithm’s rumored “freshness factor” with blog posts like “What Every Business Owner and CEO Should Do Before December 31.” Key takeaway: It’s little surprise, but classic SEO techniques reign supreme in Google searches. Given that Google still controls 78 percent of the search market, law firms that value search traffic should continue working to appeal to the algorithm. What to Do Now While this is a limited experiment in a wildly evolving landscape, there are a few actions for legal marketers to take: Start by running your own experiments. How does your firm appear in logical, likely-to-actually-be-used queries on AI platforms? If you are not ranking where you believe you should, start identifying the factors that may be working against you. (Don’t be afraid to ask the robots to show their math.) Refer to strategy. Before making any adjustments to your marketing mix, make sure you’re working purposefully. Who is your ideal client? Are you focusing on local prospects or national companies who happen to have local needs? Are they likely to be using Google or ChatGPT? (More than 56 percent of ChatGPT users are 18 to 34 years old; only 5 percent are older than 65, according to DemandSage.)  Reconsider directories and rankings. There’s no denying that rankings factor into the fastest-growing search method—and the one used by nearly half of Gen Z. The free version of ChatGPT referred to rankings for nine out of 10 recommendations in our scenario, while the paid version consulted Martindale-Hubbell. Again, run your own experiments, but take a close look at your competitors’ ranking strategies (and use of paid or premium profiles) as they relate to the results. There’s an old marketing adage that it’s not what you know; it’s who knows what you know. In this brave new world, law firms must work to ensure ChatGPT can find them—and in a funny twist of fate, that may mean reinvesting in some old-school tactics.

Managing your law firm’s reputation is a crucial aspect of operating in today’s digital landscape. In my experience, I’ve come to understand that reputation management isn’t just about responding to online reviews or monitoring social media mentions. It’s about actively shaping how your firm is perceived by potential clients, peers, and even competitors. With so many platforms where people can discuss your firm—Google, social media, legal directories—it can feel overwhelming to keep track of it all. But in this article, I’ll go through several effective strategies and tools that can help. Why Reputation Management Matters for Law Firms Consider these statistics: 77% of consumers read reviews when browsing local businesses. 79% of consumers expect brands to respond within 24 hours on social media. These expectations highlight the importance of reputation management. With so many channels for feedback and reviews, it’s crucial for law firms to actively monitor and manage their online presence. What Is Reputation Management? Reputation management is the science of shaping public perception of a business—in this case, your law firm. It’s about influencing what current and potential clients think of you based on what they see online. Reputation management involves things like responding to feedback, managing your SEO to showcase positive content, and launching PR campaigns to boost visibility. When done right, it builds trust and loyalty, which I believe are key drivers for growth in any law firm. At the same time, I’ve noticed that even negative feedback can be valuable. It often highlights areas for improvement, allowing your firm to better serve its clients. What Is Brand Reputation Management? Brand reputation management focuses on how people perceive your law firm’s image. This goes beyond your firm’s logo or tagline. It’s about maintaining your professional standing on review sites, social media platforms, and search engines. Bra nd reputation management is ongoing. It’s not enough to monitor public perception—you need to act swiftly to address issues and improve your firm’s image when needed. While brand reputation and general reputation management overlap, I see a key difference: brand reputation centers on how your firm’s brand connects with clients, while reputation management includes broader aspects like operational integrity or ethical practices. Strategies for Law Firms to Manage Their Reputation Reputation management is about being proactive rather than reactive. Here are strategies I believe can help your law firm: Audit Your Online Presence: Make it a priority to ensure that all your profiles—website, social media, legal directories—are consistent and up-to-date. Monitor Client Feedback: Whether it’s Google reviews, Avvo ratings, or social media comments, it’s important to keep track of what people are saying. Responding promptly and professionally to feedback is critical. Invest in Thought Leadership: Publishing blogs, articles, or videos showcasing your firm’s expertise is a great way to build trust. Sharing insights through webinars or podcasts also positions your firm as an authority in its practice areas. Leverage Local SEO: Optimizing your website for local search terms can make your firm more visible to potential clients in your area. Focus on Client Experience: Ensuring a seamless and professional client journey—from the initial consultation to case resolution—is a non-negotiable part of reputation management. How to Build a Reputation Management Plan Building a solid reputation management plan takes effort, but I’ve found it’s worth every bit of energy. Here’s how to go about it: Research and Monitor: I’d start by tracking mentions of your firm online using tools like Google Alerts or dedicated reputation management software. This would give you a clear picture of how people perceive your firm. Develop a Response Strategy: Creating a tone guide ensures that responses to reviews and comments are consistent and professional. I’d include templates for handling common scenarios, including crisis situations. Assign Clear Roles: Having a team member or department responsible for reputation management is crucial. They’d handle ongoing monitoring and ensure the strategy stays on track. Engage Regularly: I’d make it a habit to post updates, share client success stories, and interact with followers on social media. Consistent engagement builds trust. Evaluate and Adjust: Finally, I’d continuously assess the effectiveness of the strategy and make adjustments based on feedback and analytics. Tools to Help Manage Your Law Firm’s Reputation I’ve seen how tools can make reputation management much easier. Here are a few that I recommend: Yext Reviews: Helps maintain consistent business information across platforms. ReviewTrackers: Monitors reviews from sites like Google and Facebook, sending real-time alerts. Podium: Centralizes client interactions and review management. BirdEye: Tracks reviews, monitors social media mentions, and gathers competitor insights. Key Takeaways Reputation management is an ongoing effort that requires attention, strategy, and the right tools. A strong reputation doesn’t just happen—it’s built over time through deliberate actions. By auditing your online presence, engaging with your audience, and responding to feedback thoughtfully, you can protect and enhance your law firm’s image. Take the time to craft a reputation management plan that aligns with your goals, and use it as a foundation to build trust and credibility in your market. It’s an investment that will pay off in the long run.

Getting more followers on social media may be an important goal for your law firm. That’s because a growing number of followers is a sign of expanding reach and exposure. As your firm scales, you should see a similar trend happening with your Facebook followers. We know that buying followers doesn’t really work (because those purchased contacts rarely translate to engagement). So how can your law firm cultivate more Facebook followers? Here are several ways to do so organically. 1. Devise a Facebook Marketing Strategy Develop a robust strategy that accounts for what success looks like, what content will resonate with your audience, the best ways to engage, and what you know of how competitors leverage the platform. 2. Post Consistently The more you post, the more visible you’ll be, and the more that people will have opportunities to follow you. Create a content calendar and consider investing in a third-party tool like HubSpot that can help you schedule posts. 3. Use Automation Tools to Boost Activity The more you post on Facebook, the more chances you’ll have of getting more Facebook followers. Don’t let posting fall by the wayside. Use an automation tool to set up a series of posts over the next several days in advance. 4. Optimize Your Post Timing You might have the best post ever, but if no one is around to see it, it won’t matter. Visibility is key, so make sure you’re posting at times when a lot of eyes will be on your content. Find out when your followers are most active, and post at those times. The only way to know your ideal posting time is to experiment with varying times. 5. Create Shareable Content People love to share content these days. If you create something informative, entertaining, inspiring, or just interesting, it’s more likely to be shared—which increases your reach. Note that the most shareable content is easy to digest, such as short videos, and visually appealing. 6. Engage With Your Audience People want to feel seen and heard by brands they follow. Make it a priority to interact with your followers, whether that’s answering a direct message or responding to a comment. Social media is truly about being “social”. 7. Make Sure You’ve Promoted Your Facebook Page Everywhere Direct traffic to your Facebook whenever possible, including from your website, in your email newsletter, on blog posts, and on other social media platforms. 8. Add the Facebook Icon to All Your Digital Platforms Simply say “Connect with us” and then include the social icons for the platforms you’re on. 9. Partner With Influencers Influencers and thought leaders not only offer a much larger reach than most firms have, but they also provide social proof and credibility. Try finding an influencer for an audience you haven’t targeted previously, and build a campaign to drive traffic. Followers who come from an influencer’s posts are more likely to have some level of trust already. 10. Collaborate With Another Brand Two businesses with similar audiences can benefit from working together. A co-marketing campaign could be a month-long video series, or live events or webinars hosted by both businesses. Look for companies/firms that are a natural complement to your firm, and see what you could put together that would provide value for your joint audience. 11. Join Facebook Groups Participating in relevant groups can give you direct access to your audience. If you spend time in the groups, you’ll learn more about their needs, challenges, and concerns. Remember, though: groups aren’t a place for selling. Keep activities geared toward creating authentic connections and conversations. 12. Start Your Own Facebook Group Your own Facebook group is one of the best databases you can have, similar to your own email list. These people have opted in to hearing from you and are interested in what you have to say. Again, the focus here should be on providing value and fostering a strong and helpful community. 13. Use the Facebook Insights Dashboard This area tells you how people interact with your Facebook page and posts. Use the information you find here to tell you what’s working and what needs to change. 14. Create More Video Content Video content on Facebook usually gets higher levels of engagement than pictures or text-based posts. As a result, more people will view your content. The more viewers and Facebook likes you get, the higher the chance your content will be found by potential new Facebook followers. 15. Make Sure Your Page Is Easy to Find It would be unfortunate if someone wanted to follow your page but couldn’t find it. Make things easier by using the same username across all social platforms, adding your logo and a relevant cover photo, and having a completed “About” section. 16. Don’t Be Overly Salesy Your law firm’s Facebook presence should be used to connect with your target audience and publish content that resonates with them. Followers do expect that to come with a bit of self-promotion, but too much will turn them off quickly. 17. Authenticate Your Page As social media has expanded, bots and fake profiles have become more common. That makes users reluctant to follow brands they aren’t familiar with. Request a verification badge on Facebook by filling out this form. 18. Create Customized Content Every social media platform is different, and their users are drawn to different types of content. The best performing content for law firms on Facebook is funny, entertaining, or practical. Content that humanizes your firm and showcases your community involvement also performs well. Don’t simply recycle the content you use on other channels, develop content tailored to your Facebook audience. 19. Consider Running Ads In addition to all the other tips we just mentioned, try developing ad campaigns to reach more users. You can target people based on location as well as demographics, behaviors, etc. Though there are plenty of free ways to get more followers, you can supplement them with paid ad campaigns for a well-rounded strategy. 20. Leverage Lead Magnets Utilize lead magnets to attract and engage potential followers on your Facebook page. Offer valuable resources, such as eBooks, white papers, or free consultations, in exchange for contact information. Promote these lead magnets through engaging posts that highlight their benefits. This strategy not only encourages more users to follow your page, but also helps you build a valuable email list for future marketing efforts. Takeaway Getting more followers on Facebook requires a lot more than just posting regularly—though that’s certainly an important part! Law firms can try these tactics to better tap into their target audience and create a Facebook presence that attracts new followers and engages their current audience.

You’re ranking so well in the SERP (Search Engine Results Page) that you don’t need to gain ground. But how do you hold your winning position? Not by sitting back on your laurels. It’s simply untrue that a firm can maintain its position at the top of the search rankings with minimal effort. Search engine optimization is an ongoing process. You cannot maintain an SEO ranking—you can only continue to earn it. In this article, we’ll explore why SEO for law firms is an ongoing investment once you’re on top and the reasons why. Google’s Algorithms Are Always Changing Staying on top of Google’s algorithm is like trying to hit a moving target. SEO isn’t static because search engines aren’t. Google rolls out core updates multiple times per year, impacting rankings even if no actions are taken on your site. Updates can be frequent and unpredictable, which can mean reshuffling the search rankings practically overnight. For instance, Google could change how it ranks mobile-friendliness, page speed, or core web vitals. No matter how well optimized your site is today, algorithm changes could affect it tomorrow. To stay on top, you have to plan to adjust to ongoing algorithm updates. A solid SEO strategy should include routine monitoring and adjustments in response to changes. Working with an experienced, nimble agency is the best way to keep up. Competitors Are Always Improving Their SEO SEO is a competition for visibility, and your competitors are always looking for new ways to outrank you. If a competitor firm wants to rank higher for keywords like “best injury lawyer,” they might increase their content output, target new keywords, or invest in paid advertising. Even if you’re ranking well today, it’s dangerous to assume your competitors will stay stagnant. If you stand still, your competitors’ growth will erode your rankings. If you allow your competitors to outpace you in content production or link-building, they can push your firm off page 1 of Google’s results. To keep ranking highly, continuously update your content strategy with fresh blog posts, case studies, and client testimonials. Regularly research new keywords and monitor your competitors’ efforts. Digital Decay Is Inevitable Even high-ranking content can lose relevance over time. Links and content naturally decay, meaning a page that once performed well may drop in the rankings due to outdated information or broken links. The legal landscape is always changing, and your content needs to evolve to reflect accurate laws and active links. Google favors sites with consistent updates, so refresh key pages on your site regularly such as practice area pages, blogs, and attorney bios. Ensure your internal and external links remain functional and that your content stays aligned with evolving user expectations. Your Visitors Value Recent Content Users—and Google—prioritize websites that have fresh, updated content. Outdated content (even if it’s comprehensive) can lead to fewer backlinks, lower rankings, and less traffic from organic searches. Stale content tells people and search engines that your site may no longer be relevant or trustworthy. If a potential client lands on your page, will they click away when they see outdated blog posts or inactive social media marketing? Your prospects are more likely to trust a law firm that appears active, authoritative, and knowledgeable about current legal issues. Otherwise, visitors may question your credibility. Law is a dynamic industry, and people expect real-time solutions. Update your blog regularly with recent case law, legislative changes, and current legal tips. Publish new client success stories to show that you’re still out there delivering results. Review and Next Steps The digital world moves too quickly for “maintenance mode.” Even SEO winners must continue to grapple for their spot at the top. SEO requires constant effort to stay competitive, keep your content fresh, and adapt to changes in algorithms and user behavior. Law firms that continually invest in SEO will maintain their rankings and grow their digital presence. Neglecting ongoing SEO efforts leads to diminished online presence, fewer inquiries, and lower client conversion rates.

Ranking on the first page of Google is crucial for driving traffic to your law firm’s website, but getting there is only half the battle. If searchers aren’t clicking your link, even a high ranking won’t bring clients through the door. This is where Organic Click-Through Rate (CTR) comes into play. Your organic CTR is the percentage of people who click your link when it appears on the Search Engine Results Page (SERP). While ranking higher on Google naturally increases CTR, there are several other strategies that can boost your results—even if you’re not in the top three positions. Here’s how you can measure and improve your law firm’s organic CTR to drive more traffic, clients, and business: Why Organic CTR Matters for Law Firms The higher your organic CTR, the more traffic you’ll drive to your website, which leads to more potential clients. Additionally, a high organic CTR can help you climb Google’s rankings. While Google hasn’t confirmed that CTR is a direct ranking factor, many SEO experts believe that pages with higher CTRs perform better over time. How to Calculate Organic CTR You can easily calculate your organic CTR by dividing the total number of clicks by the total number of impressions your page receives. Tools like Google Search Console can also show you your CTR for each page automatically. Top Strategies to Improve Your Law Firm’s Organic CTR Here are some of the best tactics to ensure your law firm’s website gets more clicks and traffic from organic search results: 1. Use Long-Tail Keywords Long-tail keywords are highly specific search terms that align with user intent. They help you target searchers who are looking for exactly what your law firm offers. Use tools like Ubersuggest to find relevant long-tail keywords and include them in your titles and meta descriptions. 2. Write Compelling Meta Descriptions Your meta description is the short snippet of text that appears below your title in the search results. A clear, concise, and enticing meta description can significantly increase your CTR. Include relevant keywords and a strong call-to-action (CTA) to encourage searchers to click. 3. Implement Structured Data Structured data, also known as schema markup, helps search engines understand your content better and present it in richer formats, such as review stars or featured snippets. This added visibility can make your link more attractive to searchers. Your title tag is the first thing people see in search results. A simple, descriptive, and relevant title will grab attention. Including numbers, questions, or power words can make your titles more clickable. Keep them under 60 characters to avoid being cut off in search results. 4. Use Descriptive URLs A clear, keyword-rich URL shows searchers that your content is relevant to their query. Avoid long, complicated URLs and aim for ones that are short and easy to understand. 5. Create High-Quality, Useful Content Nothing boosts CTR like genuinely useful, well-written content. Ensure your posts answer common legal questions or provide valuable insights that clients are searching for. Well-researched, original content can help your law firm stand out in the crowded legal industry. 6. Test Your Headlines A/B testing different headlines on social media can help you determine which titles resonate best with your audience. Try experimenting with different headline styles—adding numbers, questions, or emotional triggers—and see which gets the most clicks. 7. Utilize Rich Snippets and Featured Snippets Winning a featured snippet position on Google can dramatically increase your CTR. Optimize your content to answer common legal queries clearly and concisely to increase your chances of being featured. 8. Optimize for Mobile A growing number of searches happen on mobile devices. Make sure your website is mobile-friendly and loads quickly to avoid losing potential clicks. Use Google’s mobile-friendly test to ensure your site performs well on all devices. 9. Use Engaging Images and Video Including relevant images or videos in your content can help your law firm’s listing stand out on the SERP. If you secure a spot in Google’s image or video results, you can capture even more clicks. Key Takeaways Improving your organic CTR is a powerful way to increase traffic to your law firm’s website. Start by focusing on small optimizations—like crafting compelling meta descriptions, using long-tail keywords, and simplifying your URLs—and you’ll see a noticeable difference in your traffic and rankings.

Google’s Search Generative Experience (SGE) has evolved, ushering in a new era with AI Overviews. Launched to the public in the U.S. on May 14, 2024, and set to roll out globally by the end of the year, these AI-generated search results are poised to revolutionize how we interact with search engines. This blog post explores AI Overviews and their implications for SEO, particularly for law firms. What Are AI Overviews? Google’s AI Overviews are AI-written responses to search queries that appear at the top of the search results page. Unlike traditional featured snippets that pull information from a single source, AI Overviews aggregate data from multiple web pages. This is made possible by Google’s Gemini large language model (LLM), which synthesizes content into a cohesive answer. A distinct feature of AI Overviews is their transparency. Unlike ChatGPT, Google’s AI highlights the sources of its information, providing a carousel of websites from which data was derived. This feature allows users to click through and explore the original sources, offering a richer and more credible search experience. Example of AI Overview For instance, a query like “symptoms of the flu” would not only list common symptoms but also provide detailed descriptions and direct links to the original sources. This enhances the searcher’s experience by saving time and effort while ensuring the information is comprehensive and reliable. Benefits of AI Overviews 1. Quick Information Access AI Overviews provide a concise summary of information from multiple web pages. This means searchers can quickly get an overview of a topic without having to sift through numerous articles. 2. Source Transparency The inclusion of source links in AI Overviews adds a layer of credibility and allows users to verify and explore the information further. 3. Contextual Relevance The AI-generated answers are tailored to the searcher’s specific query, presenting information in the most useful order. The Future of AI Overviews Google envisions its AI Overviews as the future of search, enabling users to get comprehensive answers to complex queries with a single search. Some of the future benefits include: Multi-step Reasoning: AI Overviews will handle more complex queries, providing detailed answers that would otherwise require multiple searches. Video Search: Users will be able to add context to their searches by uploading videos, enhancing the relevance and accuracy of search results. Personalized Search Results: For specific verticals like local search or travel planning, AI Overviews could dominate the search result page, reducing the prominence of traditional blue links. Information Customization: Searchers will have the option to adjust the detail level of the AI Overview with ‘Original,’ ‘Simpler,’ and ‘Break it down’ options. What Does This Mean for SEO in Law Firms? 1. Adaptation to AI-Driven Search Law firms must recognize that AI Overviews will change how people find information. Traditional SEO practices, such as optimizing for featured snippets, will need to evolve to ensure visibility in AI-generated results. 2. Content Relevance and Authority With AI Overviews pulling content from multiple sources, law firms must focus on creating high-quality, authoritative content. Ensuring your web pages are rich in valuable information will increase the likelihood of being included in AI Overviews. 3. Enhanced User Experience Google’s emphasis on user experience means law firms should prioritize creating content that is not only informative but also engaging and easily navigable. Incorporating multimedia elements like videos and infographics can enhance content appeal. 4. Local SEO For law firms targeting local clients, optimizing for local SEO becomes even more critical. Ensuring your practice appears in AI Overviews for local legal queries can drive significant traffic and potential clients. 5. Ethical Considerations Law firms should be aware of the ethical implications of AI-generated content. Maintaining transparency and accuracy in your content will be essential as users increasingly rely on AI-generated answers for legal information. Key Takeaways The introduction of Google’s AI Overviews marks a significant shift in the landscape of search engine optimization. For law firms, this presents both challenges and opportunities. By focusing on creating high-quality, authoritative content and adapting to the new AI-driven search environment, law firms can maintain and even enhance their online visibility. 

Yes, your audience is noticing that outdated copyright year in your footer. While you might order pizza from a website that’s straight out of 2005, you probably wouldn’t trust a lawyer with a site like Saul Goodman’s. Many firms are guilty of these blatantly outdated mistakes, despite how obvious they are. But it’s 2024 and there’s no excuse. From COVID messaging to ancient blog posts, we’ll cover five dead giveaways that your law firm’s website is outdated—and what you can do about it. 1. You Still Have a COVID Message Your visitors will immediately be suspicious if your site still has a 2021-era COVID message like, “As the world continues to stay home in the interest of safety, we are offering remote consultations.” It’s fine if COVID transformed some of your business practices. Remote consultations are great, and it’s okay to be clear about any health or masking policies. However, all messages need to be written so they’re actually relevant to 2024, instead of holdovers from the early days of panic. Delete your COVID messaging and make sure there’s no trace of it on your home page. If your practice area is in a relevant industry, move all your COVID content to a separate page like “How we handled COVID.” 2. The Copyright Year in Your Footer Is Old “Copyright 2017” is a serious red flag. This makes it seem like you haven’t updated your site since 2017—and maybe it’s true! The copyright year in your footer serves as a notice to visitors that your website’s content is protected by copyright law, meaning that you have exclusive rights to reproduce, distribute, and display the content. Update the copyright year annually. This demonstrates that you’re actively maintaining and protecting your intellectual property rights. 3. Your Last Blog Post Was… A Long Time Ago Expertise is not eternal. If your blog posts are dated more than a year ago—or if they’re undated—your online visitors may doubt whether you’re up to speed with the industry. At the very least, a big gap in blog post publishing shows disregard for consistency. If you haven’t posted in a while, it’s likely that you may also need to audit your blog posts. A strong content strategy requires ongoing edits and adjustments. Delete any posts that aren’t high-quality. Edit and migrate posts that can be saved, and be sure to include the new pub date. Commit to a sustainable content publishing strategy going forward to keep first impressions positive—and good SEO juice flowing. 4. It’s Not Responsive or Accessible Nothing says “1995” like a website that doesn’t resize automatically on mobile devices. If your site isn’t responsive, we’re sorry to say that you may need a new developer or a brand new site. It’s equally jarring for visitors to see sites that ignore accessibility. Alt text is easy. Designing for screen readers is straightforward. Ultimately, failure to prioritize accessibility for all your users—like disabled users using assistive technology or commuters on their phones—alienates a significant portion of your audience. It also reflects poorly on your firm’s commitment to inclusivity and user experience. Lack of accessibility is a relic of the past. Get with the times. If you need an accessible website template you can customize affordably, these options are ADA-compliant. 5. Your User Experience (UX) Stinks: Broken Links, Old Photos, Etc. Truly, bad UX might be the final straw for some of your visitors. People expect more from websites, and they’ll click off a site that doesn’t meet their desire for seamless navigation and aesthetic satisfaction. The good news is that, as expectations for website design quality have skyrocketed, so has the availability of design tools. There’s no excuse for bad design in 2024. You can find a budget-friendly website developer who prioritizes accessibility and good design. Review and Next Steps We understand that design isn’t everything. But everybody judges a book by its cover—and that judgment often determines whether they actually read the book itself. Outdated design is concerning to online visitors, and it’s probably losing you business. People notice more than you think they notice. They’re less willing to accept bad design nowadays, especially in high-value, high-trust scenarios like hiring a lawyer. Fixing an outdated website is a great investment of your time and money. If it’s as simple as deleting a COVID message, great! If there’s more work to be done, you might need a new design and new strategy to bring your firm into the modern age. 

Creating an engaging and informative alumni newsletter is a crucial component of a law firm’s alumni relations strategy. Not only does it serve as a bridge reconnecting former colleagues with the firm, but it also fosters a sense of community and ongoing engagement among the alumni network. The key to a successful alumni newsletter lies in striking the right balance between sharing news about the firm and focusing on content that focuses and resonates with alumni. Here are some essential components and creative ideas for what to include in a law firm’s alumni newsletter. Welcome message. Start with a personal touch—a welcome message from the managing partner. This message can reflect on recent achievements within the alumni network, share the firm’s vision for the future and offer a warm greeting to reinforce that alumni will always be part of the firm’s community at large. Alumni spotlights. Feature profiles of alumni who have made significant strides in their careers, whether in the legal industry or beyond. These spotlights not only celebrate the achievements of former colleagues but also provide current employees and alumni with inspiring stories of career progression and success. An easy way to do this is to email the selected alumni a choice of answering three questions from a list of 10 or so. They can complete the profile at their leisure. Consider doing these as a Q&A series and posting them on the firm website and social media channels. Firms can also repurpose this content for recruiting purposes to show the broad and impressive range of career paths taken by firm alumni. Class notes. Borrowing from the traditional college alumni newsletter format, include a section for class notes where alumni can share personal and professional updates. This can range from job changes, personal and professional milestones, publications or even anecdotes from their time at the firm. Class notes are a great way to keep the alumni community informed about each other’s lives and successes. Industry and market insights. Offer valuable content by including articles or blog posts on current legal trends, new legislation or notable firm matters. Providing analysis or commentary from the firm’s current attorneys can position your firm as a thought leader and a go-to resource for cutting-edge legal insights without seeming like you are overtly marketing the firm’s expertise. Continuing education opportunities. Many alumni are interested in professional development and continuing education. Include information about past and upcoming webinars, CLE (Continuing Legal Education) courses or workshops hosted by the firm. This not only serves as a benefit to alumni but also reinforces the firm’s commitment to ongoing learning and development. Networking and events. Highlight upcoming alumni events, networking mixers or firm-sponsored conferences. Providing a calendar of events encourages participation and keeps the alumni community connected not only to the firm but also to one another. Volunteer opportunities and pro bono projects. Showcase opportunities for alumni to engage in community service or pro bono projects alongside the firm. This appeals to the desire many alumni have to give back and can strengthen the bond between the firm and its alumni through shared values and social impact efforts. Philanthropy and charitable causes. Include a section dedicated to charitable initiatives supported by the firm and its alumni. Highlighting these efforts not only shines a light on important causes but also encourages a culture of giving and support within the alumni community. A look back. Feature a throwback section that reaches into the firm’s archives to showcase notable moments in its history, landmark cases and memorable office events. This nostalgic glance back can be a great way to remind alumni of their shared experiences and the firm’s evolution over the years. Feedback and contributions. Encourage alumni to engage with the newsletter by inviting feedback, suggestions for future content and contributions to upcoming editions. This fosters a collaborative approach and ensures the newsletter remains relevant and meaningful to alumni. By carefully curating content that balances firm news with alumni interests and achievements, a law firm can create an alumni newsletter that not only informs but also inspires and unites its community. The newsletter becomes more than just a communication tool—it evolves into a vital resource that enriches the professional and personal lives of its alumni and enhances their relationship with their former firm—a win-win for everyone.

Email has been an essential part of professional marketing since it was invented. Though tools have gotten more sophisticated and the best practices for using them have evolved, email is still one of the most effective marketing channels available. Because of that evolution, what worked 5 years ago no longer works today. There is more noise than ever before and prospects have gotten savvier about filtering email. This has led to an increase in emails that are deleted before they’re even read. Here are a few things that you can start doing—today—to boost engagement and breathe more life into your law firm’s email marketing campaigns. Law Firm Email Marketing Tips Offer more opt-in opportunities. Keep growing your law firm’s email marketing list by finding new ways for people to subscribe. Doing so won’t necessarily help your emails get opened more, but in a numbers game, a larger (quality) list will perform better. Plus, today’s laws dictate that only people who have opted in to receiving your email should get them, so creating more spaces for people to do that helps keep your list clean. Understand subject line best practices. Your email’s subject line is a first impression that makes the difference between a user clicking to read more or letting your email sit in their inbox. Always remember that subject lines are short and get cut off around 55 characters (even less for mobile). Try to keep the most pertinent information in the front of your subject line. Also, communicate the value proposition of your email right in the subject line. Why should users want to open it? What’s inside that makes this email so important? Focus on offering a solution and communicating that in those 30-55 characters. If you have space, you can even add personalizations into the subject line, to make it even more compelling. Focus on preview text. This is the snippet of copy that is pulled from the body of your email and displayed with the subject line. Most emails have a line or two like “View this email in a web browser”, but it’s important to actually optimize this copy. Try to keep this section to less than 90 characters, and create either a second headline that is attention-getting or a very brief summary of what’s in the email (why should anyone bother to open it?). Use relevant keywords and a sense of urgency—but don’t simply repurpose your subject line. Add personalization. As we mentioned earlier, personalization can be pretty meaningful. After all, no one wants to truly believe their inbox is full of mass emails that go to thousands of contacts. Why should your user believe your email is relevant to them if it’s clearly something that was sent to tons of other people? Add personalization like a first name entry in the greeting, subject line, preview text, etc. Or if applicable, include their company name in the copy as you discuss your points in second person. Above all else, make the personalization seem natural. Try a re-engagement campaign. Use your email tools to pull a list of those individuals who haven’t been active with your firm in a while. Consider these leads that have gone cold. Try to win them back by sending messages along the lines of “It’s been a while.” You can show them what they’ve missed by including valuable content like your latest blog posts or webinar recordings. Remember that if even one prospect re-engages with you, the campaign was worth your time. Choose your visuals carefully. Images are tricky in email because they can add visual interest, which makes them more likely to be read, but some email providers actually block graphics. One trend over the past couple of years has been creating simpler, plain-text emails. If you’re going to use an image, make sure you have appropriate text along with it. That means that if there is text within an image, you create separate text that replicates it. Also, avoid high-resolution photos. Though they might look better, they take longer to load, particularly on mobile or slow internet speeds. That can be frustrating or even lead to a quick deletion. Leverage exclusivity. You’d be surprised how much engagement your emails can garner when users are offered something exclusive they can’t get anywhere else. What is an exclusive offer or item you can share with your loyal subscribers to make your emails worth opening? Maybe it’s a free eBook, some industry news, a free consultation, etc. Remember to remind them this offer is only for email subscribers and watch your open rate and click-through rate rise. Optimize for mobile. 81% of emails are now opened on mobile devices. Today’s world is mobile, and it’s a mistake not to take that into account when designing emails. The majority of people end up checking email on their devices, not a desktop. Use responsive email design to ensure that everything renders properly across any device. Remember what we said about images, too—you don’t want to include anything that is going to make the email take longer to load. Preview emails on your mobile device before they go out to double-check that they look good on mobile devices. Play around with send times. There is no set schedule that will lead to optimal results. That’s why we suggest testing and seeing what works for your firm. Too many emails become pretty easy to ignore and also tend to increase unsubscribe rates. Too few emails makes your firm pretty forgettable and also ensures you don’t have a lot of data to build future campaigns. In general, fewer, but properly targeted emails will perform better. And don’t forget to test which day of the week and time works best for an improved open rate. Segment campaigns. Hopefully, this is something you’re already doing, because segmented lists lead to 100% more clicks. There are many ways to segment lists, such as by geographic location, job title, area of interest, company size, etc. It’s particularly important to segment people who interact with your content so that you can send communications that are relevant to their stage in a client journey with you. Automation comes in really handy here (for a more robust guide to automation, check out our guide to marketing automation for law firms). A/B test all the time. You’d be surprised how much difference a small change can make. Test things like keywords, headlines, colors, fonts, button placements, etc. You can also test the time of day that your law firm sends emails or what emails link out to. Remember to only test one small tweak at a time, so that you can properly attribute results to the correct element. As you learn from your A/B tests, optimize future emails and keep the process going. Ideally, you will always have some sort of test running as part of your ongoing email marketing. Provide clear CTAs. Your email campaigns are only as successful as your ROI, and a successful ROI cannot happen unless users are taking next steps after engaging with your emails. Make your call to action very clear by using bold text, different colors, or better yet a bold and enticing button. Make sure the copy of your CTA makes the value proposition of taking next steps very clear. Communicate what a user will get out of taking action. And make sure next steps are something easy like a short lead gen form, or an easy-to-use scheduling calendar. No one wants to fill out a form with 10+ fields. Humanize your sender. Again, users don’t want to receive mass-produced emails from robots. They want to get back to human connection. Make sure your sender is the name of someone from your law firm, and the from address is the real address of that person. Also, make sure to sign off with a natural conclusion and signature like you would any other email, always signing off with the sender’s real name. This humanizes your email and lets users know there’s a real person on the other end of things. Track and analyze performance metrics. Monitoring the performance of your email marketing campaigns is crucial for understanding what resonates with your audience and what doesn’t. Utilize analytics tools to track open rates, click-through rates, conversion rates, and bounce rates among other metrics. Analyzing these metrics allows you to identify trends, refine your strategies, and make data-driven decisions to optimize future campaigns. Remember, continuous improvement is key in staying relevant and engaging to your audience. Maintain email list hygiene. Regularly cleaning your email list is essential for maintaining its health and ensuring your messages reach your intended audience. Remove inactive subscribers who haven’t engaged with your emails over a certain period. This not only improves your engagement rates but also protects your sender reputation, reducing the likelihood of being marked as spam. Consider sending a re-engagement email before removing inactive users; sometimes, a well-crafted message is all it takes to bring them back. Takeaway Use the tips above to improve your law firm’s email marketing open rates, conversions, and click-throughs. Today’s email recipients might be a little harder to impress, but they’re still a reliable source of lead generation.