Authentic Attorney Branding

You Be You: Authentic Attorney Branding

Authentic Attorney Branding, How Do We Stand Out in Lawyer Marketing?

From websites to marketing materials and social media pages, too many attorneys fail to set themselves apart from the crowd. Maybe it is not our fault? From the first day of law school, we are told we know nothing about the law and must learn from building block cases and the Socratic method. Then in our ethics classes, we learn how awful it can be responding to a grievance or inquiry from the bar about our law firm marketing and attorney branding materials.

It is amazing how much freedom there is in attorney marketing compared to not that many years ago. Today we have more options than the Yellow Pages. If you recall, most phone book advertising was straightforward, and most law firm ads shared similar features. While some may have pushed the limits of what some consider tasteful and appropriate, others remained cautious of drawing attention for a bold advertisement.

See our related article: Law Firm Branding on Instagram

Modern law firm marketing includes a standard array of social media, videos, podcasts, and websites. There are so many places we can advertise and marketing our law practice it becomes important to make sure your look is memorable to others. When you build a recognizable brand in lawyer marketing, you can set yourself apart from others. How bold you go, is up to your comfort level.

Texas Law Hawk: Bryan Wilson’s Website and Videos Are Memorable (Attorney Branding Win!)

Anyone who watches Attorney Bryan Wilson’s Texas Law Hawk videos remembers the eagles and “talons of justice.” They may also remember that Wilson is a DWI lawyer based on all his spoof videos driving home basic points about criminal defense law and dealing with the police. People see and share Texas Law Hawk videos and they love them. The thing Wilson does to keep things fresh is to make content that is relevant to current events. And while many people might not adore the Above the Law publication, they are writing about Texas Law Hawk videos. The latest features the Texas Law Hawk in an epic battle with COVID!

People Call and Send Referrals to Lawyers and Attorneys They Know, Like, and Trust

Get value out of every phone call, especially the ones that are outside of your practice area. Most lawyers have several friends and colleagues they recommend to people looking for an attorney. Now imagine your friend is giving someone your name and number. The person looking for a lawyer is going to Google your name and sift through the search results. Nowadays we are all conditioned to Googling things and we expect what we find to look a certain way. People who hire lawyers expect them to have social media pages with videos and content.

Think about yourself looking for another professional such as an allergist. In the process of searching for a doctor and making contact, your perceptions are quick. Within a few seconds, you know whether you have a positive, neutral, or negative reaction to an advertisement or website. What impresses us? Think of symmetry. Studies show that people with symmetrical faces are rated more attractive.

Simply having a pleasant looking and easy to navigate website makes you someone the potential client likes. When you have videos and articles and share what seems like personalized information, you are earning trust. The more someone gets that gut feeling you are what they are looking for, the more likely they are going to hire your firm.

Being Authentic in Your Personal and Law Firm Social Media

People are intimidated by lawyers. When we put people at ease, they are more comfortable clients. Some lawyers, especially senior lawyers, take boundary setting to a level that makes a prospective or current client uncomfortable. The reality is that many lawyers today are friendly and approachable while keeping appropriate boundaries.

Do you remember the first time a client sent you a Facebook or LinkedIn request? Was it a major privacy invasion? Many authentic attorney branding campaigns focus on attorneys building name recognition by being more active on social media. This suggestion may have been ill-received 10 years ago, especially considering a client might see you like, comment, or share something while they think you are working on their case, remember that some of them think they are your only client and you don’t have a personal life.

The Lawyer with the Horses on Her Law Firm Website: Authentic Attorney Branding

She is a hypothetical family law and criminal defense attorney with an equine-themed website. She lives in horse country and has many friends who breeders and work in equestrian industries. She attends as many local and civic events and knows people in the community. She is growing her firm and adding new attorneys and paralegals because she grew so popular.

Her old website was built by one of those big “you know who” legal vendors and it was nice but did not set her apart from the other family lawyers. It was not necessarily memorable. She asked her Facebook friends for referrals on website builders and she called us at Lone Star Content Marketing.

We talked about standing out from the crowd while maintaining a professional look and inspiring confidence. Using a tasteful equine theme, we ended up with a new website and branding materials that carried her memorable look with all her marketing efforts. People immediately told her they liked her website with the horses. What people were seeing was someone who was confident and put herself out there by personalizing her brand. People like that.

Get Authentic with Your Attorney Branding and Marketing with Lone Star Content Marketing (940) 498-2863

Google Map Pack

The Google Map Pack and SEO

Use Lone Star Content Marketing to Position You for the Google Map Pack

Google determines your local results based on relevance, distance, and prominence. While you may not be able to do anything about location and distance from people searching, you can affect your relevance and prominence on Google.

https://www.youtube.com/watch?v=SPoSyO3gdHY

Google Map Pack and Search Engine Ranking Factors We Can Control

Take advantage of opportunities you can control in your Internet marketing strategy. You want people to find you online and that starts with Google. Telling Google who you are and what you do seems obvious, but there are simple opportunities people often miss.

Google determines who appears on the maps and search with several factors. Google wants to show the best search result options on maps and search results. Google offers helpful articles like this: Improve your local ranking on Google. The article explains how important it is to take a few of the following steps in your Google My Business (GMB) page:

  • Verify your location(s);
  • Keep your hours accurate;
  • Manage and respond to reviews; and
  • Add photos

Google determines your local results based on relevance, distance, and prominence. While you may not be able to do anything about location and distance from people searching, you can affect your relevance and prominence on Google.

Nick Augustine, Lone Star Content Marketing founder on relevance and prominence, “Completing your online business profile and using consistent business information everywhere you are can affect your search relevance. The prominence part is more complex. We can’t see the algorithms, but we know what seems to work when we see results.”

Google My Business Optimization for the Google Map Pack

Just like the best websites are the easiest to use and find, a Google My Business profile needs to be perfect. Be able to simply communicate and make yourself look like a relevant authority people want. How quickly can someone can understand what you do and whether you are good at it? Try Googling a common thing you look for online and take a closer look at well-known companies that appear in the map pack. It can take lots of time and work to make it look seamless.

Citation Signals for the Google Map Pack

Citations in search engine optimization are online references to your business name, address, and phone number. For example, your business is listed on a chamber of commerce or civic group website is a citation. People often think a link to their 
business is necessary for citations. This is not true, but often the same place you have a citation, you also have a link. These citations show Google that your business has authority when its name, address and phone number appear on the Internet.

On-page SEO for the Google Map Pack

On-page SEO is the reason we have “content marketing” in our agency name. When people talk about keywords and content they are talking about on-page SEO, the practice of optimizing individual websites pages and blog posts to rank higher. The higher-ranking sites get more relevant traffic in search engine results. If you want people to find you in the Google Map Pack for “Divorce
Lawyer Georgetown, Texas,” you have lots of work with that longtail keyword. The more you publish, the better you rank. It can take three to six or more months to rank for certain keyword combinations. Google rewards hard work, the frequent publishing of original content. Use Lone Star Content Marketing to write your on-page SEO for the Google Map Pack and search engine result pages. Call Nick Augustine at (940) 498-2863 or contact Lone Star Content Marketing to get started.

Effective Law Firm Marketing and SEO Requires Content Marketing and Auditing

The best and the worst things about content marketing is the long haul to success. So while you tune your Google Ad words to make the phone ring immediately, keep those keywords handy for your on-page SEO work. Whether you write and publish all your own content or use a website content marketing agency, make sure you make the plan and work the plan. If you are not technically trained in writing keyword content in the right structure, don’t waste your efforts on what Google may see as filler content that does not help establish your relevance and prominence.

“Over 15 years in law firm content marketing I’ve put together a combination of written, audio, and video content that Google seems to love.” – Nick Augustine

Use Lone Star Content Marketing for Google Map Pack Strategy
and SEO (940) 498-2863