THE SPOTLIGHT BLOG
It's a beautiful day and Sally is out driving her brand new red sports car in the foothills of Scottsdale, Arizona. Sally looks in the rear view mirror and sees what she DREADS the most! A police car with a loudspeaker shouting at her: "PULL OVER TO THE RIGHT".
Sally graciously accepts the speeding ticket and drives off thinking....
"Not only was I speeding , but it's my third ticket for my driver's license. I've already used up my traffic school credits!
I need to find a lawyer who specializes in Scottsdale Traffic Tickets. How do I do that?"
Being found on the internet is done through a process called Search Engine Optimization (SEO). The little "bots" or robots used by the search engines use keywords or key phrases to help find the results desired by Sally. In this example these key phrases are the most important.
1. The location: Scottsdale, Arizona
2. The practice: Criminal Law
3. The specific problem: Traffic Violations - Speeding Tickets
But its not just being found in the search - its ranking in the top 3-5 law firms results that are shown to Sally. The "bots" are also looking for relevant content residing on the internet.
The three key phrases are highlighted in this example of relevant content from the website of the R&R Law Group from Scottsdale, Arizona.
"Our firm has years of expertise fighting criminal speeding tickets, photo enforcement violations, reckless driving charges, civil traffic and CDL violations. We fight to protect your record to ensure that you are not labelled a criminal for a simple traffic offense. Fight increased insurance rates, protect your motor vehicle record, and avoid any license suspensions. Our firm fights to reduce fines and penalties, eliminate “points” that would be assessed to your driver’s license, and prevent license suspension. We have experience in nearly every Court in the State of Arizona, and this experience translates into results."
But is website content enough. At least 100 other firms in Arizona contain almost the same content and key phrases.
Without spending money for advertising, content is discovered through an organic process that sorts out the results based on relevance. At minimum, you must include the three most relevant key words or phrases listed above.
But, what really creates relevance to have your content appear in many places on the internet and have them link back to one specific page of your website or a landing page with a call to action (USE MY LEGAL SERVICES TO RESOLVE YOUR TRAFFIC VIOLATION ISSUE).
Your website, your blog, your social media accounts and of course YouTube are all places that you can create relevant content. In addition to the three key phrases - you want to include content that shows expertise and authority for the subject being searched. Each posting on the internet should take the most efficient method of promoting the content.
But the best content that can get you found is VIDEO. Video, when used correctly with great descriptions and optimization, will always lift your firm to the top of the results page through relevancy and through user experience. (The search engines look at the time people spend on your website as a determination in ranking).
R&R Law Group of Scottsdale, Arizona is one of the fastest growing criminal law firms in the geographic area that they service. This is due to the leadership of Robert Gruler, one of the founding partners, who recognized early on that in order to grow a successful practice in a crowded market, he would have to become an expert in internet and online marketing. Specifically, Robert is a video maven - he creates two types of videos:
Amplification Video - Criminal Speeding
Robert Gruler, Jr. of the R&R Law Group, creates videos in-house amplify the written content of his website. The video creates an immediate trust and authority between the lawyer and the potential client. The video enhances the written content for the website and is considered extremely relevant by the search engines. Because it is embedded from his post on YouTube, the video can be further optimized by a great description and tagging.
Social Share Video - Criminal Speeding
This video also contains content regarding Criminal Speeding, but it was produced to specifically post onto social media and YouTube. The social share video has a better chance at going viral, because it is out in front of more viewers depending on the posting schedule of the law firm.
Prospective clients search the internet to help choose the right law firm to hire. Video is the key to gaining trust and credibility with prospective clients before they ever meet you in person. Despite the need for more video, few law firms feel they use video effectively.
The main problem that law firms face with video is less about the production and more about the video marketing strategy. Creating engaging content that captures their attention, placing it strategically on the internet and converting leads into clients, is not usually taught in law school.
PowerVision360 Productions offers a 9 week coaching program designed to help your law firm understand, create and manage a video marketing strategy.
Click the Contact button below to find out more about how video can help grow your client list and revenues.