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for the last 10 years I've helped law firms get more clients online and over the last year there has been more change than the last nine before that combined so in this presentation we're going to talk about the impact and all the changes that are happening right now all around you and how your Law Firm can not only just survive through this but Thrive through it because some of the clients that we're working with right now are getting massive returns for not nearly as much Capital as it's costed in the past and that's because so many agencies are selling tactics that are old or dated they have not changed with the times but before we get into all the fun AI stuff let's talk a little bit about the state of the market let's talk about what your Law Firm is facing right now this is a study from last year where basically says that aside from dealing with very long working hours the biggest thing that law firms struggle with is generating new clients I also know this to be a fact because I talked to five to eight law firms On Any Given workday and there's a common theme you strong able to get new clients for a number of reasons one because the internet is constantly changing it's getting more expensive and two because if you work with a lot of bad agencies because there's a lot of bad agencies out there and you've been sold a bunch of castor oil and you haven't been able to figure it out but don't worry by the end of this presentation I promise you you're going to have a ton of clarity on how your Law Firm can get clients profitably right now but back to your Law Firm so again from all these conversations from staying in touch with the market a very good sense of what's happening with the landscape not just the client acquisition landscape but everything that's happening around you as you know inflation in this country is out of control it is getting more and more expensive to find Higher and retain legal talent and you got to feed those lawyers you got lawyers on staff they got to eat and they want to make their own money and if you can't provide them with clients if you can provide a study stream of income cases then they're just going to split I see this happening all the time I'm talking to more and more solopreneur lawyers that are going out on their own because they know they can make way more on their own by just signing one or two cases a year then hustling non-stop in a law firm where there's all this pressure on top of them and they're not really making that much money because they're not getting fed that many cases so these Rising costs in terms of retaining and hiring Talent combined with the rising number of law firms that are out there because when it comes to starting a law firm sure there's a lot of stuff that goes into it but when it comes to getting clients for a law firm all you need is a website so when we talk about the competitive landscape for law firms right now everything is stacked against you and then on top of that to put a little bit of icing on top of the cake the one percent of law firms out there the Morgan and Morgan's are spending so much money on Market that they're dry diving up the costs insanely for you to enter the market cut pay-per-click SEO social media they are flooding the market because it's all supply and demand Marketplace so the more they put in the more they just want to suppress the others out there we work with some law firms that are spending over a million dollars a million dollars a month on marketing not to get new clients but just to step on the backs of the competition because they know that if they can price you out of the market if they can price you out of that real estate search engines and social media all the cases are going to come to them and eventually they'll suffocate you but have no fear that's why I am here that rhyme that didn't mean it to but that's what this whole presentation is about because there is hope because I know you struggle with acquisition I know all those other things are happening against you in the market but I also know that you are spending your money in the wrong places you are putting your time and attention into the wrong places this is another graphic from the American Bar Association that shows the majority of the marketing channels that law firms use and where they're spending their money Ben sponsorship LinkedIn email Facebook print media are these bad channels no absolutely not they can work but would I prioritize these absolutely not like I said we've been working with law firms for over 10 years and we've tested everything everything tv ads at home ads bus benches social media email PR social media content marketing paid search local service ads local SEO and traditional SEO what I have here I'm just going to save you the time here we've gone through when we've ranked and reviewed everything we've actually got another video on our YouTube channel you can talk about where I go into this more in detail but the most impactful ways to get clients right now are through search engines why is that well first and foremost people are literally going to search engines and telling search engines exactly what they're looking for lawyer near me Etc when you try and get attention on things like social media you gotta get people to stop what they're doing through content get them to stop their scroll get their attention you got to put in time and energy into video you got to put time and energy into content consistency all these different things you can try and paying on social media too but again it's the same problem the intent on social media they're not there to find a pi attorney or a divorce attorney they're just not but Google they're going there directly on top of that Google's private a lot of these cases are very private people I know for myself if I would have gotten a DUI I'm not going to go post to my Instagram asking for a referral I'm gonna go right to Google where I know it's private I know it's safe and I can browse on my own time so all these other channels here they have their place but when it comes to prioritizing getting the most out of your marketing budget you're definitely going to want to focus on search now within search there's levels to it right there's paid there's local paid there's local SEO in this traditional SEO well now is when things get more interesting so Google has rolled out generative AI within their search what this means is that they are now showing this search box up here for all pretty much all searches now right so this one here says what's a better family for kid family uh what's better for a family with kids under three Bryce Canyon or Arches National Parks and it uses this to summarize the results from the traditional website so instead of going to people's websites AI is just cannibalizing that search and it's summarizing here so why does this matter for your Law Firm well you've probably been sold by a lot of of SEO agencies out there that you need to create content content content content content well what's going to happen with your content in the near future is Google's AI is just going to gobble it up that traffic is never going to get to your website Google can do whatever they want we're building house now rented property here they're not stealing from us we're putting into Google search engines they can take that content use it however they want they can use it to push to your website they can use it on to feed their AI algorithm which is what they're going to do so now when we throw this monkey wrench into search is search still the best way for you to get clients and the answer is yes and this is where we really separate ourselves from the rest of the pack you already know this I don't have to tell you but SEO agencies are like car mechanics I know nothing about cars if there's my car is making a noise or a light comes on I take the mechanic and whatever they tell me if it's a broken carburetor or I don't know broken tailpipe whatever it is I'm gonna pay them to fix it I just have a certain level of trust them and they're probably ripping me off and screwing me that's what SEO agencies have been doing to law firms for decades literally decades now because they know that that you probably don't know all the ins and outs of search engine optimization and honestly you shouldn't you're a lawyer your time is best spent with clients winning cases and getting more referrals and getting more cases building your team Etc it's not best spent mucking around learning search engine optimization so they know this and they see a Target on your back they know what your client cases are worth they know that some of you Pi attorneys could be getting millions of dollars per case so what they're doing is they're over charging and under delivery they're taking your money and they're walking away with it we don't do that our entire agency is built on the back of results but that's near here nor there so let's get back to why search is still the best way for you to get clients so if you take a look at this graph here we call this the full funnel right this is a traditional marketing funnel top funnel awareness mid funnel Discovery bottom funnel action so what we like to do is we like to Overlay this on top of SEO and also paid search really just all search engine marketing we like to do is we like to try and assign keywords right or searches to different stages in the funnel because different keywords different searches have different levels of intent so at the top funnel here awareness is a very high level stuff so this is where you'd be creating content blog posts you probably worked on the agency before that's created a ton of content said they were doing all this stuff maybe they did maybe they didn't but it wasn't driving very many business results for you maybe you're getting some new traffic maybe you weren't but this is where content comes into play and a lot of agencies use this as what I call a back door because they know that trying to rank down here for these bottom funnel action-based keywords right when they're actually searching to hire you they know that these are very competitive they don't want to spend the time and energy or they probably don't know how to outrank the other people there so they just build content and backdoor track and they send you a report saying hey you got new traffic New queued rankings but your phone hasn't been ringing your conversions have not been going up and that's because they're mucking around creating all this content up here now this is why I love what's happening with search because now all this content up here all this blog content that's completely meaningless and completely devoid of any sort of conversion value is not going to get gobbled up by AI so what I can't wait for happen now is all these agencies who are peddling this garbage to get gobbled up by uh with it because at the end of the day as an agency if you don't make people money you're not going to make money so our approach now is instead of looking at this from a top-down approach we're looking at this from a bottom-up approach meaning we don't really care about these keywords they didn't really have any business value before and now they're going to get gobbled up by AI anyways this traffic is never going to go to a website you will never ever ever see any traffic from these keywords anymore which is fine because these keywords don't make money anyways so instead what we're now highly focused on is these bottom funnel Keepers we're putting these at the top the top priority your practice area Pages your location Pages your very deep resource guides that talk about what to do when you get a DUI or content that actually does have some sort of conversion value so that leads to hiring you as a law firm and now we're doing is instead of just blindly creating content is we're looking at stacking these keywords we're building a matrix of these keywords all these bottom funnel action keywords and now we're saying okay if we can get visibility if we can get traffic or eyeballs on this keyword for our clients website they're going to make more money now it's not that simple because there are it's brutally competitive there's a lot of people spending a lot of money on paid search so now is when the strategy comes in now it's like okay we know these keywords are going to make money but now how do we get visibility for it and I think the best way to illustrate this is to show you an actual Google search and what's happening there so we have a keyword search here Miami DUI lawyer right and we would go after all these keywords here too these are all semantic keywords all these keywords will be included in the Matrix that we build for our clients again Matrix just means a big list of keywords that we want to get visibility for for our clients so we take them we add them to a spreadsheet and then we go through one by one each search what do I mean by that so what I mean by that is within Google there are a lot of things happening so number one the thing that you notice here is that there's no AI generative search up here that's because Google is not going to cannibalize this keyword because this keyword has business value not only to you but to Google as well why because they can sell ads for it but that piece of blog content that has absolutely no conversion intent if there's no ads for it then it has no value to Google so what we want to do is again focus on these high intent keywords these high action based keywords that are going to Drive some sort of business conversion for your Law Firm we take it we search Google and then we just observe what's happening so the first thing we see here is these sponsored listings these are Google local service ads right these are paid listings that are tied to your local profile that you just pay basically pay per lead so that's one two is we see a traditional sponsored pay-per-click ad this is a traditional Google pay-per-click ad these are pay-per-click these are pay-per-lee pay-per-call these are pay-per-click talk more about that in a second then we come down here into what I call the Google local Mass pack so this is organic right these are tied to your Google business page also to your website some other signals this is an incredibly impactful impactful impactful listing we'll talk more about it but you can also see a little sponsored one up here it's a little bit of a hack that we do for clients we do little Maps ad here it actually crushes it so then we get down here into the first organic listing which is justia then we get into the people also ask and then we get into the more of the traditional SEO listings here right so let's recap real quick we got local service ads we got pay-per-click ads we've got Google local local SEO we've got local ads more local ads we've got traditional SEO we've got these are basically content listings here but these are organic as well so as you can see there's a lot of stuff Happening Here Right we've hopefully now taken down the path to help you understand that search is the most impactful channel for you but I wanted to go through this exercise with you to show that there's multiple Pockets within search and getting visibility for each one of these different areas Here Local ads local service ads it's a different process it's almost a different service if you want to hire an agency for it so if you go to an SEO agency just do SEO you're probably only getting optimized for the ones that are all the way down at the bottom and if they're all the way down to the bottom they're not very valuable real estate we want to focus on the areas that have the most valuable real estate that draw the most eyeballs and most Clicks in the most phone calls so so what are the best areas within search for you to focus on well our data shows that it's local search so I've got like a little graphic over here that kind of summarizes what we just looked at right so when it comes to the most impactful places here because again if I mean ideally for our clients we'll do all these but doing all these is very expensive usually the only firms that can afford this are national Pi firms that are willing to spend 20 30 40 50 a month to do local ads pay-per-click ads local SEO content marketing and traditional organic but if you can't do that if you've only got a smaller budget to spend if you're a smaller Law Firm that's just trying to get some leads coming in through the door it's just too expensive to do all these and if you're getting pushed the wrong way you're also going to get pushed into something down here like traditional SEO or content marketing that's just not really going to drive a bunch of leads for you because it's just not taking up the right amount of real estate in Search and when somebody's searching for the term lawyer near me what are the chances that they're going to get through this through this through this all the way down here I can tell you it's very slim and our data shows that so when it comes to the most impactful placements within Google if you're going to focus on one thing also focus on an area that's not going to be eroded by AI it's the localized search results these local search results here organically are by far this Maps pack if you can rank in this Maps pack you will get 20 to 40 phone calls a month good phone calls why are they good because a they're organic listings right B is people can read reviews they can see pictures they can see where you are on a map versus just these blue listings here that they don't get much from that the click this gives so much context this gives so much information so much Clarity to the Searcher that we see from search 60 of our clients leads come from this pack right here what's also great about this if you're just focused on local local only triggers this Maps pack only triggers for these bottom funnel High intent searches so if you're looking for like what are the DUI laws in Florida this isn't going to show up it's going to be content and when content shows up there's not a lot of conversion value there so focusing on this area is going to ensure a number of things one that it's going to get the most eyeballs in search too it's going going to be for high intent keywords and three AI is not coming for this this will never be eroded by AI this is a very valuable listing that Google's built that people and Searchers love so this isn't going to get cannibalized plus there's so much add value to Google here they're not going to remove this this is a huge Money Maker for Google and that's a huge Money Maker for law firms as well now the biggest thing here is that there is a ceiling here right you have to have a verified Google business profile in the market that you're in you can't just do a Regis or a virtual office you have to have a physical office now there's ways around that we help our clients rent office space for the cheap but that's that's a video for another day but admittedly there is a cap there is a ceiling because you're capped by your local market so once you dominate this though you're picking up those 20 to 40 phone calls right then we move into things like local service ads pay-per-click ads and then traditional organic and this is really where total serve domination comes into play because once you're able to invest in all these we're talking 50 to 100 leads per month per market and then moving into new markets doing it strategically moving with intention using ads to go into new markets to test keywords to test new markets which we do with some of our larger clients they say hey we're crushing in Miami we're thinking about opening up Fort Lauderdale great let's set up a pay-per-click ad campaign let's see what the volume looks like let's see what the quality looks like and if we're able to generate some business then yeah let's go and get an office space there get a verified location and then do the whole thing over again this is how you grow this is how you generate leads and this is also how you scale being very strategic very meticulous very methodic with how you're approaching your lead generation stop spraying money all over the place stop posting on Instagram and Facebook and think that's going to bring people in those generic posts that you're doing mean nothing people do not care they are not on Instagram to look at generic pictures of your law firm and crappy Graphics that you have built on canva be present when people are searching for you and I can help you do that like I said I've been doing this for 10 plus years not only have I done this for law firms I've done this for some of the biggest businesses in the countries but I do specialize in working with law firms and I want to do this for you it's a done for you Legion generation service using local SEO getting you ranked in that local Maps pack this is everything that we do optimize your Google business profile page get your local citations legal directories Outreach automation to help you get positive reviews to your page we do a full technical review keywords content writing and management local link building tracking we set up a dashboard so you can see exactly how many leads you're getting how many phone calls each month and plus we throw in full management of your Google local service ads absolutely free so what I want to invite you to do is there's a link directly below this it will take you directly to my calendar schedule called me and on that call we will take a look at your Law Firm we'll look at your current performance we'll look at your local market I will show you everything that's included in our service and I will show you exactly exactly how we can do the first place and how many leads how many phone calls you can expect from being there we are a data driven business focused operation here we don't care about SEO we don't care about rankings we care about making you more money forget leads we want to make more money we want to drive leads to to your Law Firm medic convert into cases that's all we care about because like I said if I can make you more money I'm going to make more money I know you don't care about ranks I know you don't care about content all these other things you just want to run your Law Firm you want to have leads coming in and you want to be able to grow without having all the headaches having to pull your hair out dealing with all these shitty agencies I promise you if you book a call with me I'll be able to change your mind about agencies forever and I have this amazing offer for you and all you have to do is hit the link below to book quality get started so hopefully I'll see you up there [Music]