Cause Marketing For Lawyers

What is Cause Marketing?

Cause marketing is a marketing campaign promoting a cause your clients believe in. This generates awareness of your law firm’s brand and creates goodwill for your brand. (See an in-depth definition of cause marketing)

A cause marketing campaign’s success is dependant upon prominently communicating your law firm’s brand connection with the cause, otherwise, the goodwill is lost.

Every major company uses cause marketing. Bobby’s Burger Palace used this cause marketing ad to get people in the store.

Cause Marketing advertisement

How Effective Is Cause Marketing?

Cause marketing is the most effective type of marketing even for lawyers. Read about a study on cause branding, what Ken Hardison of PILMMA says about it and how Cellino & Barnes effectively used cause marketing for their law firm.

Cone Communications found in a study on cause branding that 85% of American consumers “have a more positive image of a product or company when it supports a cause they care about” and “80% are likely to switch brands, similar in price and quality, to one that supports a cause.”

Ken Hardison of The Personal Injury Lawyers Marketing & Management Association (PILMMA) advocates cause marketing in his article Inspire Your Law Firm On Independence Day, although he doesn’t tell you it’s called cause marketing and he doesn’t tell you how to do it.

See the effect created when the Cellino & Barnes law firm used cause marketing at a hockey game. The law firm got a bigger round of applause than the hockey team which was “on their way to their fourth straight win of the season”.

The law firm flashed an announcement on the screen “Home from Iraq.”  The announcer said, “back from Iraq is the American hero” and the soldier, who was at the game, was flashed on the screen waving to the crowd. The screen panned back to the message now with the Cellino & Barnes law firm showing on the lower right corner of the screen.

What Can Your Law Firm Do For Cause Marketing?

A HURT911® licensee joined forces with an advertising agency that places signs on cars (mobile billboards) advertising to find a kidney for a mom. 

cause marketing billboard

Cause Marketing Can Generate Valuable Free Publicity

Cause marketing can generate a lot of free publicity so make sure you notify local newspapers, radio, and TV. This is the story on TV news about how 1-800-HURT-911® was helping to find a kidney.

Cause Marketing Won’t Benefit Your Law Firm If No One Knows What You Do

This was a great cause marketing idea but it wasn’t apparent to viewers what 1-800-HURT-911® does. Is it an organization of personal injury lawyers or a kidney organization?

Grace of 1-800-HURT-911® said she wanted to help out but didn’t say that she and the personal injury lawyers at 1-800-HURT-911® wanted to help out. No one knows from this interview that 1-800-HURT-911® are personal injury lawyers. People could assume it’s a kidney organization. 

The car signs don’t say it either. Instead of “Call 1-800-HURT-911”, it should say: 

Call 1-800-HURT-911
Personal Injury Lawyers

cause marketing billboard on TV news

Make a cause marketing video for your law firm website.  This video was made by a HURT911® licensee.

Should Personal Injury Lawyers Advertise on Network or Cable TV?

Personal injury lawyers get a much better ROI on network TV. The advantage of advertising on cable TV is a much lower monthly cost but at the price of a higher ROI.

What’s the Difference between Network TV Markets and Cable TV Markets?

Network TV markets are really broadcast TV markets. I refer to them as network TV markets because it’s more understandable to lawyers.

A broadcast TV market is known as a DMA (Designated Market Area). It is the territory within which people receive the same TV channels. It was originally measured when people had antennas on their roofs. When cable TV companies obtained permission from the FCC to wire up neighborhoods, the FCC kept the original DMAs intact.

Today, a significant portion of people of the United States still receive TV broadcasts through an antenna on their roof. But for those people who do not use a traditional antenna, the FAA mandates that cable TV and satellite providers must transmit local stations and networks to its subscribers (at the option of the TV station). These TV stations are called Must Carry stations.

Comparison of Network TV vs Cable TV

This is best demonstrated by a comparison of two TV shows, Jerry Springer and CNN. Probably the best TV show for personal injury lawyers is Jerry Springer. Jerry Springer is a broadcast TV show. CNN is a cable TV show.

Jerry Springer will do these commercials for free when you sign a one year contract

The Difference Between Advertising on Network TV vs Cable TV

If you want to advertise on Jerry Springer, your advertisement has to be broadcast to an entire DMA while an advertisement on CNN can be delivered to a tiny segment of the market. You have to pay for the entire DMA market territory while on CNN, you can buy a very small market population.

When you advertise on broadcast TV in Los Angeles, your commercial can be seen by potential personal injury clients everywhere within the blue area in this map of the Los Angeles DMA.

Los Angeles DMA

There are 210 DMAs in the United States and approximately 10,000 cable TV markets. As can be seen, a DMA is substantially larger than a cable TV market. A DMA is the largest type of statistical market. See a list of DMAs | list of TV stations by DMA.

Leading local cable TV markets in the US, by number of direct response spots (personal injury lawyers use direct response commercials)

As an example of size comparison, there are 28 counties in the New York DMA (orange colored counties on the map below). According to Nielsen media research, the New York DMA has 7,366,950 households with a TV.

One of the 28 counties, Nassau County, has two cable TV markets with approximately 272,000 households in each.

Making matters even worse, a little known fact is that not every cable subscriber will be able to see your TV commercial. When I advertised on cable TV, I asked Cablevision how many subscribers would be able to see the commercial versus how many would not be able to see it and they either couldn’t or wouldn’t tell me. They were quite surprised when I asked but admitted that I was right.

Where Should Personal Injury Lawyers Advertise on TV?

Broadcast TV throughout a DMA produces the best ROI. Cable TV is suitable when:

  • a personal injury law firm doesn’t have enough money for a budget on broadcast TV or
  • a personal injury law firm has so much money that enough is spent on broadcast TV and additional money is available for cable TV
  • you want to advertise on national cable TV (across the US)

Which Channels and TV Shows Should Personal Injury Lawyers Advertise on?

This question is easy to answer. The first priority is the TV show and channel where the most number of personal injury lawyers are advertising. Yes, this is contrary to the thought of many personal injury lawyers who are looking for that one channel where there are no other personal injury lawyers advertising.

On cable TV, the local news channel is a good choice.

Read more articles about advertising for personal injury lawyers
Read more about advertising for personal injury lawyers

Only 2 Critical Advertising Numbers Every Personal Injury Law Firm Must Know?

Does your personal injury advertising feel like gambling? If you don’t know your numbers, that might be the reason.

dice for gambling with advertising

An article about the two critical numbers every personal injury law firm must know about their advertising prompted me to write about why that is a little too simplistic.

The first number mentioned is the Average Cost Per Lead (CPL) and the second number mentioned is the Average Cost Per Client (CPC).

The article by the Rainmaker Blog, a marketing agency for lawyers, also provided their definition of what a lead and a client is which is likely most lawyer’s definition so I won’t go into that here.

The 2 Critical Numbers You Need to Know

The Average Cost Per Lead is easy to figure out. If you spend $5,000 and receive 25 leads, your cost per lead is $200. $5,000 divided by 25 = $200.

The Average Cost Per Client is also easy to figure out. If you spend $5,000 and the conversion rate your accident leads is 20%, you will have retained 5 accident clients at a cost of $1,000 per client.

Why Are 2 Numbers Too Simplistic?

If you only look at CPL and CPC, you may overlook or intentionally avoid other types of media or target populations which look expensive on their face but are extremely lucrative.

We advertise in a niche motorcycle magazine for motorcycle accident clients. The magazine seems expensive because it has very few readers and results in few clients.

If you just look at the CPL and CPC, the motorcycle cases cost more than our other cases (see below). But the cost is deceiving because motorcycle cases have the following attributes which offset the higher CPL and CPC:

  • Substantially increased conversion rate (90% of motorcycle leads become clients);
  • More valuable injuries with larger legal fees;
  • Settle faster producing faster cash flow;
  • Require much less work;
  • and higher ROI.

We have had many motorcycle cases settle for $100,000 with just three hours of work.

Of course, we also look for other types of personal injury cases. But we keep the easy cases which can be settled quickly with very little work and refer out the cases which will require a lot of work to another personal injury law firm.

We also pay for leads generated from someone who operates a truck on the street and sells leads to lawyers. We are emailed the names, phone numbers and email addresses of people who come to the truck looking for a lawyer.

When looking at the CPL and CPC, the numbers are worthwhile but these truck leads result in a lot of crazy people; people with injuries too minor to retain; many people who we can’t contact; and a few good cases. All of those cases are referred out because they require a lot of work. These leads require so much of my partner’s time before a case is retained that he wants to discontinue paying for the leads. The leads from our website are of a far higher quality.

Our system allows my partner and I to earn a substantial income on the cases we keep while working out of our houses with very little overhead. We’re highly computerized and can work anywhere. I’ve even worked from my balcony on a cruise ship in the Mediterranean and my partner has settled cases on the beach.

We also earn a substantial income on the cases we refer out.

Motorcycle Accidents Have Higher CPL & CPC but Are More Valuable Than Car Accidents

The following shows how one type of accident costs more money per lead and more per client but has a lower total investment cost and more legal fees resulting in a higher ROI.

Motorcycle accidents
$25,000 annual advertising budget yields 50 leads. The Cost Per Lead is $500 but motorcycle accident leads have a 90% conversion rate yielding 45 clients at $555.55 Cost Per Client. They have an average settlement value of $120,000 each and $40,000 legal fee each at a 1/3 retainer = $1,800,000 total legal fees.

Cost of advertising = $0.0138 per $1 of revenue
$1 interested in advertising yields $72 with much less work than other accidents.

Car accidents
$30,000 annual online advertising budget yields 300 leads. The Cost Per Lead is $100 and have a 20% conversion rate yielding 60 clients at $500.00 Cost Per Client. They have an average settlement value of $50,000 each and $16,666.66 legal fee each at a 1/3 retainer = $1,000,000 total legal fees.

Cost of advertising = $0.03 per $1 of revenue
$1 interested in advertising yields $33.33

Motorcycle Accidents vs Car Accidents
Cost Per Lead               $500 vs $100
Cost Per Client              $555 vs $500
Total Investment            $25,000 vs $30,000
Total Legal Fees at 1/3  $1,800,000 vs $1,000,000
ROI                                7,100% vs 3,233.33%

Obviously, car accident cases are very lucrative and shouldn’t be ignored but if you were only looking at the Cost Per Lead and Cost Per Client, you might decide not to pursue motorcycle accident cases. That would be a big mistake.

Besides 2 Numbers, What Else Do You Need to Know?

Besides the two critical advertising numbers, you should also evaluate the following about the leads you are generating, especially for contingency fee cases such as personal injury:

  • Quality of the leads acquired from the advertising campaign;
  • Amount of time to settlement for the cases retained; and
  • Amount of work required for each type of case retained.

Besides CPL and CPC, determine which advertising campaign produces the following:

  • Lots of crazy people vs mostly people with good cases
  • Amount of time required to call back leads
  • Leads which convert better (more people retained)
  • Leads with bigger injuries
  • Leads with cases that are easier to settle
  • Leads with cases that require less work
  • Leads with cases that settle faster
  • Leads which produce larger legal fees

Additional time and work results in higher overhead and reduced cash flow. Although these cases are still worthwhile, it’s beneficial to think about targeting the cases that are more financially productive.

How Much Time Do You Need to Evaluate Your Advertising?

You also need to decide what period of time to evaluate. While evaluating each quarter is a good idea, depending upon the type of media used, results should be looked at a period of 6 months to over 2 years.

6-12 months is sufficient to evaluate an online campaign but where branding is used, branding typically takes two years to achieve its results.

Read about advertising for personal injury lawyers

5 Common Misconceptions About Toll-Free Vanity Phone Numbers

If you’ve ever thought about taking your legal marketing and advertising to the next level, it’s likely you’ve considered using a toll-free phone number.

Custom numbers known as vanity numbers are one of the most popular ways to bring in more calls and win new legal clients, but they’re also subject to some common misconceptions.

Let’s take a look at some of those misunderstandings and why they shouldn’t distract from your decision to get a more memorable phone number.

“All Toll-Free Numbers Are Created Equal”

Some firms think the number they’re given by the phone company is no different than a custom vanity phone number. Callers will reach them either way as long as they can find the digits online or remember it from an ad, right? Wrong!

Think about some of the situations in which people will see your number:

  • Driving in the car and seeing a billboard for three seconds.
  • Listening to the radio and hearing a set of 7-10 digits before the ad ends.
  • Trying to recall a company name they saw on TV last night but forgot to write down.

Personal injury lawyer advertising billboard 1-800-HURT-911

When you consider situations like this, making your phone number memorable is essential. A carefully selected toll-free number is the way to achieve this. The best vanity phone number for personal injury lawyers is 1-800-HURT-911®.

All of these scenarios (and many more) are common and could determine whether or not potential legal clients call your business. A random set of digits is almost impossible to recall when your audience has limited time or ability to dial. A memorable number, whether vanity or easy-dial, mitigates that risk and limits wasted advertising dollars on great campaigns that fail to convert.

“It Takes a Nationwide Firm to Use a Toll-Free Number”

Through the toll-free shared-use system, law firms can harness the power of a super-memorable toll-free number at an affordable rate.

You choose from a large bank of high-profile numbers that vanity number providers like RingBoost maintain. Then you pick the specific regions you’d like to have exclusive rights to, and, based on the location of a caller at the time of the call, inquiries will be routed to your office for your selected areas.

You get the brand-boosting benefits of a great toll-free vanity number at a fraction of the cost. This is also especially helpful for law firms that have multiple locations and want to be connected through a unifying number but don’t want to pay for the areas where you have no coverage.

“800 Numbers Are Only for Big Brands”

Although it’s true that many national and international brands use multiple 800 numbers in both offline and online advertising to connect with customers, it’s wrong to assume that smaller organizations and law firms can’t access them.

There are still some excellent “true 800” phone numbers available and newer toll-free prefixes like 888 or 833 have opened up even more options. Moreover, the shared use system mentioned earlier means that even premium vanity toll-free numbers might still be available to license in your area.

The bottom line is nowadays 800 numbers are accessible for everyone, from individual attorneys to international brands.

“Toll-Free Numbers Aren’t Relevant to Online Marketing”

It’s tempting to believe that everyone can now be reached online, via any channel you prefer to use, but the reality is still extremely complex. Some digital channels are better suited to legal sector advertising than others and many clients still prefer to call, even when they find your law firm online.

According to Pew Research, 51% of U.S. adults still choose to call rather than send an email or text message. The widespread ownership of mobile phones means that calls can be placed at any time, anywhere, which increases call volume.

Vanity toll-free numbers help to bridge the gap between multiple platforms and advertising channels, online and off. They continue to add a unique branding element and enticing call to action, even in digital advertising.

When a potential client finds a lawyer online and sees a vanity phone number associated with the lawyer, whether in pay per click advertising or on the lawyer’s website, the vanity phone number serves as a brand attractant, making it much more likely that the online visitor will want to contact the lawyer whether by calling or using a chat service.

But does that mean you can’t track calls? No. Just link your vanity phone number to tracking numbers in online advertising and even your on your website.

So why use a vanity phone number in Google Ads and your website if you use tracking numbers? Because the vanity phone number is your brand which gets people to notice you and want to call you.

Far from being the end of 800 numbers, the digital era has made them even more valuable as a mixed media marketing and branding asset.

“Getting a Toll-Free Number is a Major Investment of Time and Money”

Put simply, a toll-free number or vanity number works in the same way as your existing local number and no changes are required to your current system.

Unless you choose to roll out a brand-new telecom technology, the whole process of integrating a toll-free vanity number can be completed quickly and easily by the vanity phone number provider.

Getting the word out about your new vanity number and incorporating it into your marketing materials takes longer, of course, but your returns will be all the greater, the more effort you put in.

Whatever myths you’ve heard about toll-free vanity numbers for law firms, the reality is that they are more relevant than ever in both offline and online advertising and marketing materials for attorneys.

As a fast and cost-effective way to find new clients and build your legal brand, there are few marketing tools that offer such a high return on investment for such minimal initial outlay or risk.

Read the facts about vanity phone numbers for personal injury lawyer advertising.

Read Some of Our Other Informative Articles

4 Advantages of Building Brand Awareness with Radio

First, why would personal injury lawyers want to build brand awareness?

Brand awareness will distinguish your law firm from the competition, resulting in more calls from potential clients, increasing ROI. Potential clients are much more likely to call a brand they recognize and trust rather than a generic law firm.

Motorcycle – “$Million Umbrella Insurance”
with 1-800-HURT-911

Motorcycle – “Safeguard Your Settlement Money”
with 1-800-HURT-911

What are the advantages of radio for personal injury lawyer advertising?

Radio is inexpensive

Radio is inexpensive, generally about one third the price of TV. The reduced cost can be used to increase your frequency (the number of times your radio ad is heard), thus increasing brand awareness.

Radio is cost-effective

Radio is cost-effective. According to Adweek, a Nielsen study found that radio delivered $12 in sales for every $1 spent on advertising.

The study was requested by Westwood One, the largest radio network in the US, when they began giving advertisers an ROI guarantee in Oct 2017.

The power of cross-branding

Combining different forms of advertising media is called cross-branding. Cross-branding substantially increases brand awareness and the likelihood that a potential client will call you because they recognize and trust your law firm.

For instance, many of our clients who find us on the Internet said they clicked on our website because they remembered seeing our advertising in a magazine. That’s why the search engine title of every page on our website includes 1-800-HURT-911 at the end of the title.

According to the report “Radio: The Brand Multiplier” by radiocentre.org, using audio advertising (Radio) together with audiovisual advertising (TV) significantly increases many effects of brand communication over audiovisual advertising alone.

The report also indicates that TV advertising boosts brand awareness by 23% but increases brand awareness by 29% just by adding radio advertising to the campaign.

Billboards are a branding tool and a significant component of cross-branding. Billboards substantially increase the effectiveness of both radio and TV advertising.

Inexpensive cost of professionally produced radio commercials

You can have a radio commercial professionally written and produced for just a few hundred dollars. You should always use a professional to produce your radio commercial rather than having the radio station produce it.

Pioneered by Howard Stern, on-air live mentions of your brand can be more powerful than a professionally produced radio commercial and, like cross-branding, can increase the effectiveness of professionally produced radio commercials.

How to use radio for personal injury advertising

Use together with other advertising for the increased power of cross-branding. When used for direct response advertising and to increase branding for direct response advertising, always use a vanity phone number.

Using a vanity phone number in direct response radio advertising can increase calls 14 times over radio commercials using a numeric phone number.

Read more about branding and advertising for personal injury lawyers

Read Some of Our Other Informative Articles

Marketing vs. Advertising: What’s the Difference for Lawyers?

There are different definitions of advertising and marketing. Obviously, both share the same goal — to get more clients for your law firm.

Advertising is really a subset of marketing but I look at advertising and marketing as two different methods of getting the message out.

Thus, the important distinction to lawyers when considering advertising, marketing or both is time and expense. Each has advantages and disadvantages.

Advertising vs Marketing — Advantages vs Disadvantages

Advertising

Advantage: Advertising is easy and requires less of your time – just hire an advertising agency.
Disadvantage: Advertising is more expensive.
Predominant Types of Media: TV, radio, billboards, newspapers, magazines, direct mail, online “Yellow Pages” & your law firm website.
Example: Hire an advertising agency and decide on a budget for your TV advertising campaign. To make your TV advertising campaign more effective, lawyers should use billboards. Plan ahead to decide how to answer calls.

TV commercials

Billboards like this one make TV and radio commercials work better by increasing branding
billboard car accident HURT911

Magazine advertising works well when targeting niche groups. We advertise a niche
website, NYMotorcycleAttorneys.com in a motorcycle magazine.Magazine advertising personal injury lawyer

Marketing

Advantage: A marketing campaign can cost very little money.
Disadvantage: Marketing may require the lawyer to spend much more time.
Predominant Types of Media: Attorney business cards, holiday & birthday cards, events & giveaways, social media.
Example: A marketing campaign can consist of as little as giving out business cards to thousands of people or much more. I started my law practice by just giving out business cards with 1-800-HURT-911. Now, I have a partner and we set up a tent at motorcycle events where we meet with people and give out T-shirts and many other giveaways. This involves a lot of our time but only costs approximately $15,000 per year. In exchange for a T-shirt, we capture the name, address and date of birth to send greeting cards in the US mail using an automatic system. We also advertise in a motorcycle magazine.

Tent with lawyer advertising where we give out T-shirts and other giveawaysHURT911 Tent Canopy

You can see several motorcyclists at the event holding our yellow bags with giveaways

Types of Advertising For Lawyers

There are two types of advertising and a hybrid of both. Branding, Direct Response Advertising and a mix of the two cr6eates the hybrid.

Branding

Q. What does branding mean for lawyers?
A. Branding involves an investment of money in advertising to brand your law firm name in the minds of potential clients.

Q. What does branding do for lawyers?
A. Branding makes it more likely that a potential client will want to call you instead of your competitor. Once branding begins to take effect, a lawyer will have an “unfair” advantage over attorneys without a brand.

Billboards are the most effective method of promoting your brand. Everything you do should always promote your brand.

Q. What is the disadvantage of branding?
A. Nothing really. Branding can cost more money but doesn’t have to.

Branding typically doesn’t make your phone ring.  It doesn’t immediately generate business but generates business in the long run by improving results from advertising media. It typically takes two years to see results from branding.

To demonstrate, consider a personal injury lawyer advertising on billboards. Billboards will create recognition of the lawyer and bring “top of mind” to potential clients. People who are injured will be more likely to call that lawyer when they see the lawyer’s TV commercial. But how many people will call the lawyer because they remember seeing the lawyer’s billboard?

Most attorneys and larger law firms don’t have a name that is brandable. Skadden, Arps, Slate, Meagher & Flom LLP is not brandable so they brand the name “Skadden”.

Donald Drumpf rebranded his name into TRUMP, creating an empire. A good choice since it’s short, memorable, impactful, and implies power. TRUMP was branded like a trump card which ranks above other cards and a valuable resource that one can use to gain an advantage.

The more brandable a name is, the less money it will take to brand the name and the less time it will take.

A more brandable name is easier to trademark and is a more powerful trademark. The 1-800-LAWYERS® trademark includes 1-800 because LAWYERS is a generic word and cannot be trademarked. HURT911® is a much more powerful trademark because it does not include 1-800 because HURT911 is not a generic word.

Direct Response Advertising

Q. What is Direct Response Advertising?
Pure Direct Response Advertising is an advertisement using a call to action to elicit a direct response to the advertising message. An example is a late-night TV commercial asking people to call a numeric phone number within the next 5 minutes to order something.

Q. What is the disadvantage of Direct Response Advertising?
Direct Response Advertising is short-lived. There is no benefit after the first 5 minutes of seeing a TV or radio commercial which doesn’t have any branding.

Direct Response/Branded Advertising Hybrid

Q. What is Branded Direct Response Advertising?
This type of advertising combines branding with Direct Response Advertising. It is this type of advertising that most lawyers use.

This is usually a TV or radio commercial asking clients to call the lawyer’s phone number or sometimes go to the lawyer’s website but includes some branding of the lawyer or law firm.

With lawyers, the branding usually consists of an attempt to:

  • Brand the law firm name like Jacoby & Meyers;
  • Brand the firm as “The Hammer” or similar slogan; or
  • Brand a 1-800 vanity phone number.

Q. What does Direct Response Advertising with branding do for lawyers?
Hybrid advertising provides an immediate benefit with calls received within 15 minutes after airing the TV or radio commercial but provides the added benefit of branding so viewers may remember it and will be more likely to call when they see it again.

Some lawyers advertise on TV for a few months, stop for a few months and continue this cycle. This is a bad idea because you prevent branding from building up and lose any branding benefit from the previous cycle.

Differences by Types of Media

Advertising

Advertising involves media such as TV, radio, billboards, newspapers, magazines, direct mail, online “Yellow Pages” & your law firm website.

Most advertising campaigns use a combination of media to reach the widest audience possible. For instance, billboards are often combined with a TV advertising campaign. This is called cross-branding and is very effective.

Billboards are a true branding media and are not effective when used alone for direct response advertising without a vanity phone number. However, billboards will provide a good ROI by substantially increasing increase the effectiveness of direct response media. Billboards will brand whatever you put on them.

Large law firms usually spend their advertising budget on all of these types of advertising media.

Marketing

Marketing involves the use of  Attorney business cards, holiday & birthday cards, events & giveaways, social media.

Again, marketing should involve a combination of all of these types of marketing media.

Read Some of Our Other Informative Articles

Find out more about 1-800-HURT-911®

 

Free Advertising for Your Law Firm

Get Free Advertising and Leads for Your Law Firm in Google My Business

Google is just about the only Yellow Pages everyone uses. Unlike the old printed Yellow Pages, Google allows free placement for your listing.Google calls their service “Google My Business”.

Google My Business is for every lawyer whether or not you have a website. Google does not require your law firm to have a website to be listed on Google My Business.

Google My Business is just like the old Yellow Pages because it is a business directory for local businesses, including attorneys. Whether your law firm has a website or not, you must have a physical address. Google will verify that you have a physical address.

Since over 90% of the traffic my websites get come from Google, Google My Business listings are crucial. With more and more people talking to their cell phone to find a lawyer, you must have a Google My Business listing. When you ask an android phone “find a personal injury lawyer near me”, it will show you the Google business listings.

How to Get a Free Google My Business Listing

If you haven’t done it yet, the first thing you should do is claim your existing Google My Business listing or create a new one. Even if you haven’t set up a free listing, Google may have already found your business and list it with missing or incorrect information.

If no listing exists for your business, then you should create a listing at Google My Business immediately. See the instructions to add or claim your business listing at Google My Business Help.

You can easily create your Google My Business listing for free. If you’re wondering how your listing is going to stand out from hundreds of other lawyer listings, that’s the next issue to tackle after creating your listing.

How to Optimize Your Google My Business Listing so It Stands out from Other Lawyers

Just like an attorney website needs search engine optimization to be found in the Google search listings, your Google My Business listing also needs to be optimized.

It’s not hard to optimize your Google My Business listing but it will take time. This article will show you how to optimize your listing. Setting everything up, uploading and maintaining your listing also will take time.

If you don’t want to or don’t have the time to optimize your Google My Business listing yourself, there are companies that will do it for you. Just call your attorney advertising agency, website company or SEO company.

Whether you want to optimize your Google My Business listing yourself or have someone else do it, take a look at the following tips which you should know about.

Tip 1: Designing the Title for Your Google My Business Listing

The title of your business listing is crucial because it’s really the only thing searchers see, so it’s what needs to stand out from all the other listings of competing lawyers.

It is against Google’s guidelines to use keywords in the business title so you can’t use “Your State Accident Lawyer”. If you use keywords in your title, Google will eventually disable or take down your business listing and you can lose any reviews that have been posted.

Instead of using keywords in the business title, you need to use your business name, trade name or brand. Lawyers using a brand or vanity phone number in the title have an interesting advantage.

Using a vanity phone number such as 1-800-HURT-911® in your Google My Business listing title stands out, attracts attention and makes people want to click on your listing.

Read about why a vanity phone number substantially improves the conversion rate and ROI of online advertising.

Vanity phone numbers are allowed in your business listing because they can be a business name, trade name or brand. 1-800-HURT-911® is a brand.

personal injury lawyer advertising with free Google My Business local listing

Personal injury lawyer’s Google My Business local listing

You can also use a vanity phone number together with your law firm name. If you don’t have a vanity phone number, using a brand such as “Sting Like a Bee – Jane Lawyer” will stand out from the crowd of lawyer listings.

If you use a vanity phone number or brand, be sure to tell the company setting up your Google My Business listing to use it in your business title.

Tip 2: Submit Posts on Your Google My Business Listing

You can publish posts with photos on your Google business listing. Unfortunately, they only last for seven days so you have to keep reposting. Again, your website design company routinely post articles for you.

You can also publish events which will last until the end of your event and can last longer than seven days. In the image below, the photo in the Google business listing shows a cause marketing billboard for motorcycle accidents hanging in Costco stores for the month of May which is Motorcycle Safety and Awareness Month. The Google post will show for the entire month since it is an event.

Google My Business post showing lawyer's advertising event with photo

Google My Business post advertising lawyer’s event

Tip 3: Ask for Reviews on Your Google My Business Listing

Ask your clients to leave reviews of your law firm on your Google My Business listing. Reviews will substantially increase results, even if you have negative reviews!

When people look online for anything they always look for reviews. If potential clients see some negative reviews it makes all of your reviews look more credible. Just be sure to politely reply to negative reviews. In fact, you should also apply to positive reviews.

The best and easiest way to get reviews from your clients is to use review software. Again, just ask your lawyer advertising agency, website company or SEO company about review software.

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