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The Rainmaker Blog

Law firm marketing and business development strategies

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Take One Hour to Transform Your Law Firm Marketing Program

Posted in Law Firm Marketing

Take One Hour to Transform Your Law Firm Marketing ProgramDo you have one hour to dedicate to learning about new ways to vastly improve the results you are getting from your law firm marketing program?

If you’re interested in growing your law practice, you should constantly be looking for ways to improve on what you’re already doing when it comes to marketing your services. A good place to start is with my one-hour legal marketing webinar. It’s free, it’s an hour of great insights, and it’s on demand, so you can watch anytime, anywhere.

In my legal marketing webinar, you will discover:

  • 3 Critical Areas You Must Focus On To Make This Your Best Year Ever!
  • Why Your Law Firm Is Not Getting More Referrals And How To Change It Fast
  • How To Find More Clients You Love To Work With And Who Consistently Pay You On Time
  • How To Select The Right Marketing Tools That Will Work For Your Practice And Personality
  • The Most Cost Effective Online And Offline Marketing Strategies For Your Practice Area

I also give you a sneak preview of the 65 different marketing strategies taught at our newly revamped 2-day legal marketing seminar, the Rainmaker Retreat.

If what I have to share with you during this webinar sparks a desire in you to really pursue law firm marketing like your business depends on it — which, by the way, it does — then you really do need to consider attending a Rainmaker Retreat.

We have designed this 2-day intensive workshop to be content-rich, loaded with practical information on the latest strategies that work online and offline for law firm marketing.

We are so confident you will love the Rainmaker Retreat that we offer a 100% unconditional money-back guarantee! At the end of the first Rainmaker Retreat, if you don’t believe you have already received your money’s worth, simply tell one of the staff, return your 70-page workbook and the CD set you received, and we will issue you a 100% refund.

Here are the upcoming sessions we have scheduled around the country:

  • April 27-28, 2018 — San Francisco, CA/The Westin St. Francis SF on Union Square
  • May 18-19, 2018 — Atlanta, GA/Omni Atlanta Marriott Marquis
  • June 22-23, 2018 — Chicago, IL/Hyatt Regency Schaumburg Chicago
  • July 20-21, 2018 — Los Angeles, CA/Anaheim Marriott
  • August 17-18, 2018 — Las Vegas, NV/Four Seasons Hotel Las Vegas

Book early and save 30% off the registration fee — only $697 for two days that will transform your law firm! Visit for more info.

4 Things Prospects Want to Know from Your Law Firm Website

Posted in Law Firm Websites

4 Things Prospects Want to Know from Your Law Firm WebsiteWhen someone visits your law firm website, you don’t have much time to engage them – industry research indicates most prospects spend less than 10 seconds evaluating your website or blog and if they find nothing immediately relevant to them, they quickly move on. You must grab them from the very first moment they land on your site.

Here are four questions your prospects want answered when they visit your law firm website:

#1:  Do you practice the kind of law I need? Whatever type of law you practice should be spelled out clearly with words and visuals. It should be blatantly obvious within seconds, even to the casual observer. This is not the time or place to tell them every single thing you can do. Focus on your major practices, not the one that you helped one client with five years ago. Position yourself and your firm as a specialist.

#2:  Do you understand my specific problem? Get as many legal words off your pages and speak to prospects in their language so that they understand that you understand. This builds trust and if they don’t trust you, they won’t do business with you. For example, no consumer uses the term, “family lawyer.” Many of them don’t even know what it means. Only 5 percent of visitors that end up at personal injury websites use the term, “personal injury lawyer.” 95 percent are searching for something else (car accident lawyer, dog bite attorney, etc).

#3:  Can I relate to this attorney? Lots of law firm websites have information that clients want to know hidden under a “References” or “Resources” tab. While information and education are important, what people really want to know is, “Can I relate to this attorney?” and I know of no better way to demonstrate this than through video. There should be multiple videos on your website — one on your home page, your bio page, each of your major service pages, as well as your contact page. Talk about why you got into law, what your passion is, what kind of clients you love to work with, frequently asked questions they have, and successes your firm has achieved.

#4:  What are the benefits, value, results and solutions this attorney has achieved? This is a tough one for most lawyers because they don’t really understand the benefits of working with their firm, so you must spend some time giving serious thought to what makes you different. When asked, “Why should I hire you?” most attorneys give the same stale responses: “We have good quality services,” “We have a lot of experience,” and “We are a boutique law firm that will take care of you.” The problem is when you look and sound like everyone else, people start to view you as a commodity. Instead, focus on the benefits you bring to your clients, the results you have achieved, and the creative solutions you have developed. Use client reviews to help tell your story — text is good, video is better.

Best Practices for Converting Law Firm Leads [INFOGRAPHIC]

Posted in Lead Conversion

The Internet has made it much easier to target the types of clients you want and cheaper to generate new leads. For most of my almost 20 years in law firm marketing, I’ve mostly heard attorneys talk about how to get more leads. A lot of them were already getting a fantastic amount of leads, but it never seemed to be enough.

I wondered, what was happening to all those leads? It then became clear that firms wanted more leads because they were simply lousy at turning leads into new clients. They didn’t know how to convert!

So I began helping firms understand that they could significantly slash their lead generation budget and increase their bottom line if they only got better at converting the leads they were getting.

There are several common mistakes that attorneys make that results in leads not converting into appointments and, eventually, into clients. The infographic below from details the best practices in lead response management, based on research from more than 4,700 sales teams.

This research clearly shows how imperative it is that law firms have a system in place that nurtures the lead through the sales process and people who are accountable for that system. Our experience has shown us that many law firms have the wrong people answering prospect calls. You don’t want people handling your intake process who have a customer service background; you want people who have sold stuff over the telephone.

This is best done by people who are particularly skilled at lead response. Your intake team must be able to respond to a lead within five minutes of the initial call and follow up with those who don’t schedule an appointment or retain you after the first meeting at least six times.

Check out the data below and evaluate your intake process against these best practices to see where you can make improvements to your process and your bottom line.

Best Practices for Law Firm Lead Management [INFOGRAPHIC]

Time for Lawyers to Review Their Social Media Marketing Tactics

Posted in Social Media Marketing for Law Firms

Time for Lawyers to Review Their Social Media Marketing TacticsThe questions surrounding the legitimacy of social media posts by fake news organizations is driving big changes in the way businesses will use social platforms to connect with consumers. Facebook recently announced that it was changing its algorithm to prioritize posts from friends and family over business posts. Other platforms are examining their feed priority mechanics as well.

In other words, organic reach via social media is pretty much dead.

This means it is imperative for lawyers to change what you’re doing — not only because the world has changed, but also because what consumers used to read on social media they now want to watch, primarily on their phones. Here are some of the new tactics you should be deploying for social media marketing:


Social networks not only allow you to post a produced video, but you can live stream as well. All this is happening because of demand. People want video. According to Cisco, video content will drive 85% of search traffic in the U.S. by next year.

So if you are lagging behind on video content, it’s time to catch up. Video is a key element in getting attention for your law firm on social media today. Talk about the things that are plaguing your target audience on video and post them. Share videos of interest to your prospects that someone else has produced (obviously not a competitor). Get in the game, either by doing it yourself or finding someone who can help.


According to comScore, 80% of social media usage is from mobile devices. Most people prefer using a mobile device for content consumption, as long as the experience is a good one.   Some people only use mobile, having abandoned their laptops and desktops long ago.

Facebook recognized the shift to mobile marketing a couple of years ago with their introduction of Lead Ads, which is perfect for your free ebook, newsletter or webinar signup offers. With Lead Ads, users are taken to a form that is automatically populated with their contact information after they click on your ad’s call-to-action. Lead Ads can greatly increase your mobile campaign conversion rate.

Social Ads

Social media advertising is no longer a want, it’s a need. You need to use paid media to support your organic social media marketing campaigns. People no longer want to be pushed off their Facebook or LinkedIn page to your website. They want to engage with you on their platform of choice.

Luckily, social media advertising is fairly cheap so you don’t need a big budget to be successful. You can scale your buy up or down, depending on your conversion rate. Driven by a need to monetize their platforms, social media networks have made advertising extremely affordable with some exciting solutions that allow you to really zero in on your target market.

Today’s social media is yesterday’s Yellow Pages — it’s where your prospects are going to find you. Be there — on mobile, on video, with ads that forge a direct connection with your clients and prospects.

How Lawyers Can Use LinkedIn More Effectively for Leads & Referrals [INFOGRAPHIC]

Posted in Social Media Marketing for Law Firms

We all know that building long-term, meaningful and influential relationships is foundational to a successful legal practice. After all, people don’t hire law firms; they hire an attorney.

And the more people you connect with, the more opportunities you have to build meaningful relationships, and the more potential clients and referral sources you can generate.

With 133 million users in the U.S., LinkedIn is the most popular social networking platform dedicated to professional business development.  As soon as you start networking on LinkedIn, you increase your chances of reaching new clients and referral partners.

However, be prepared to work at it. You need to keep your LinkedIn profile alive, updating it often with your work experience, volunteer efforts, blog posts, articles and videos. Engage with your network by commenting, liking and sharing what they are doing.

Tip:  If you don’t have time during the day, add the LinkedIn mobile app to your phone and/or tablet and network in your downtime.

If you follow the steps in the infographic below from, you will start to see your LinkedIn network mature over time, leading to more prospects and referral partner relationships.

How Lawyers Can Use LinkedIn More Effectively for Leads & Referrals [INFOGRAPHIC]FREE Webinar: Leveraging the Power of Social Media

According to the ABA, over 90% of attorneys are on LinkedIn, but very few of them generate any referrals from it. Facebook is one of the most cost-effective marketing tools, but most attorneys overlook it.

Learn about the social media networks that will work best for your firm and how to leverage them to get more leads by watching this free webinar – Leveraging the Power of Social Media.

During this free one-hour webinar, you will learn:

  • 3 low cost marketing tools for maximizing your results from social media
  • The 3 biggest mistakes lawyers make with social media and how to avoid them
  • Top 10 steps to jumpstart your referrals on LinkedIn
  • Using Facebook to connect with potential clients and referral sources
  • How to get qualified leads on Facebook for 90% less than on Google PPC
  • How to use content marketing to position yourself as an industry thought leader
  • Insider secrets to getting more leads from your blog

If you want to discover real-world strategies that work for attorneys when it comes to generating and converting leads using social networks, learn how by watching this free webinar.

Register online now for immediate access to this free one-hour webinar.


Top 5 Essentials for Your Law Firm Website

Posted in Law Firm Websites

Top 5 Essentials for Your Law Firm WebsiteSometimes our success is impeded by obstacles of our own making. When it comes to your most important marketing tool — your law firm website — you may have (knowingly or unknowingly) made some choices that are standing in the way of bringing in new business.

To have a law firm website that engages visitors and makes them want to contact you, there are five essential elements you need:

#1: Speed.

Research has shown that most consumers expect a web page to load in no more than two seconds. If it takes longer than that, they are on to the next thing and they typically will never return to your law firm website. Even just a one-second delay can result in a 7% reduction in conversions. So page speed is crucial when you have just that one chance to make an impression with your law firm website. Plus, Google rewards fast-loading sites with better rankings. Use the Google PageSpeed Insights tool to check the speed of your website on desktop and mobile devices and follow the tips for improving your site’s speed.

#2: Great mobile experience. 

Mobile platforms have now surpassed desktop computers in terms of where consumers access online content. If you do not have a website that is optimized for mobile, then you are letting leads fall through your fingers. Consumer attorneys especially need to have mobile websites, since it is far more likely your services will be needed when a mobile device is the only convenient one at hand. Google research shows that 43% of local searches by consumers are from mobile devices and 76% of those consumers needed help either immediately or within the next day or two.

#3: Local search. 

Local search is critical when trying to improve the ranking for your law firm website on Google and other search engines. Here are some tips law firms can use to rank better in local search results:

Fix your NAP. All your NAP listings on local directories and review sites must be the same – name, address and phone number. I strongly recommend you check out your current listings on and and get them fixed fast.

Use the proper keywords. Use the same words in your content and header tags that your prospects are using when they search online. List 20-30 key phrases you believe prospects use and then, research them further online.

Use Google My Business. List your firm on Google My Business ( – it’s free and keeps your information consistent and updated across Google Search, Maps and Google+.

Use local terms in your content. Be sure you are using cities in your website content. Include your company name and address, as well as a geo sitemap on your site.

Obtain reviews. Google has decided that reviews of local businesses are important, which means that you need to proactively encourage clients who are happy with your services to review you online. Spread the reviews around – Avvo, LinkedIn, Google, Facebook and other directories.

Optimize social network pages. Wherever your law firm is visible on social media – Facebook, Twitter, LinkedIn, etc. – be sure you have posted your firm’s name and address information on those sites. Remember to keep it consistent with all your online listings!

Use schema markup. Schema markup is code that tells Google important things about your business, including your location. You can check your schema markup by using Google’s Structured Data Testing Tool.

Optimize your site for mobile. Approximately 60% of website visits are now made on a mobile device – tablet or smartphone – so your website must be optimized for mobile. The best way to do this is to use responsive Web design for your main website, which guarantees that it will perform well no matter what size screen a prospect is using to find you.

#4: Easy to contact. 

On every page of your website you should have three ways for people to contact you:

  1. Phone number prominently displayed at the top right side of your website (in the header).
  2. Contact form that people can fill out that asks for their name, email or phone and a comments box.
  3. Live chat function that allows a prospect to chat online with someone immediately.

Our clients tell us some of their best and hottest leads are chat leads and many are converting these leads into good cases.

#5: Analytics.

Tracking your website analytics will provide you with all the insights you need about visitor behavior over time and will also help you identify opportunities for improvement. Google Analytics is free and easily integrated into your website; it will provide you with all the data you need to keep your website relevant to potential clients.

Social Media Mistakes Newbies Make & How to Avoid Them

Posted in Social Media Marketing for Law Firms

Social media is the way people connect today and you want your law firm to be in the thick of it. But if you’re a newbie to social media for business, then there are some pitfalls you’ll want to sidestep in order to connect with your target market:

Not defining a target.

Defining a target market is critical for any marketing initiative, and even more so when you use social media. These days, Facebook is pretty much for everyone and the space is crowded. You will probably not make much of an impression if you just try for organic reach; you’ll have to add Facebook advertising into the mix as well. If you’re a B2B attorney, then LinkedIn is a key network for you. If you market primarily to women, check out Pinterest. Define your target market by demographics and then see which social networks come closest to attracting those audiences.

Using too many networks.

You don’t need to be everywhere; you just need to be where your target market is on social media. Start out your social media marketing program with two platforms and post to them regularly.

Neglecting metrics.

The top social media platforms have built-in reports — Facebook Insights, Twitter Analytics, LinkedIn Analytics — that tell you which posts resonate with followers. Scour them to keep refining and building on successful messaging that hits the mark with your target audience.

Posting the same content everywhere.

Every platform has its own conventions, so familiarize yourself with what works where. Photos work on Instagram and Pinterest; link to a compelling blog post on other platforms but use different visuals — video if you can — to keep your followers engaged on multiple levels.

Bad timing.

The best time to post on social media is when your base is actively participating. This infographic from CoSchedule aggregates 20 studies on that subject to arrive at the optimal times for posting on several different platforms:

Social Media Mistakes Newbies Make & How to Avoid Them

Believing more is more.

Twitter already limits the number of characters you can use in your posts, but other platforms don’t — although research shows that shorter posts do better. In fact, short posts on Facebook (250 characters or less) get 66% more engagement than longer ones. If you’ve got a lot to say, write a blog post and then link to it with a short, 1-2 sentence summary.

Not using visuals and video.

Posts with arresting visuals — photos, graphics or video — get more than twice the engagement than posts that are purely text. Social media has evolved to be all about the visual, especially video.

Having a skimpy (or boring) bio.

Your bio is your face to the social media world, so make it compelling. Show your human side by including photos of your people and office, and include some persuasive content that will speak directly to your target audience, like why you do what you do.

Ignoring the 80/20 rule.

Social media is about promoting your law firm subtly, which means that 80% of your posts should be content of interest to your target audience and only 20% should be about you or your firm.

To learn more about how to handle your social media and manage your online reputation, click below to get a link to my free training webinar:

Happy Valentine’s Day!

Posted in Uncategorized

3 Tips to Develop a Social Media Strategy for Your Law Firm

Posted in Social Media Marketing for Law Firms

Everyone you know is on social media. All the research tells you that you should be there, too. And you finally agree that you should be there because it’s where business gets done these days.

One problem: you have no clue where to begin.

As any marketer will tell you, developing your strategy is where you begin. If you skip this step, you might as well not even enter the fray because there are already lots of lawyers who know what they are doing. You just can’t compete effectively without a strategy.

Here are three tips on how to develop a social media strategy for your law firm:

Tip #1:  If you enter “social media” into the search bar on this blog, you will find tons of content on how to develop your strategy and tactics that work for lawyers on social networks. That will help you begin to understand the opportunities social media provides for law firms and what kinds of resources you will need to allocate to your effort.

Tip #2:  Check out my free webinar on Leveraging the Power of Social Media, where you will learn:

  • How to maximize social media results using 3 low cost marketing tools
  • How to avoid 3 big mistakes attorneys make on social media
  • Step-by-step instruction on how to get referrals on LinkedIn
  • How to use Facebook to connect with potential clients and referral sources
  • How to maximize your PPC ad spend by using Facebook ads for leads
  • How to position yourself as an expert in your practice area via content marketing
  • Proven strategies for getting more leads from your blog

Tip #3:  Study the infographic below, which does an excellent job of outlining the key factors you should consider as you develop a social media strategy for your law firm, no matter which platform you choose to use.

3 Tips to Develop a Social Media Strategy for Your Law Firm

7 SEO Trends for Search Marketing Success in 2018 [INFOGRAPHIC]

Posted in SEO for law firms

Current research shows that most people — 94%! — won’t look beyond the first page of their Google search results.  So knowing the latest SEO trends that will help you attain that piece of rare real estate is key if you want to build a strong online presence for your law firm.

Getting on that first page is highly competitive in the legal industry. Attorneys spend millions of dollars every year on Pay Per Click (PPC) and banner advertisements, trying to drive more traffic to their websites and blogs. Far too often it comes down to how much money a law firm has to spend on PPC to outbid their competition.

How are smaller law firms supposed to compete when big firms are spending $20 to $100 per click for keywords? By being smarter, and ensuring you are following the latest SEO trends that can help give you the results you want.

The infographic below details 7 SEO trends that will dominate search marketing this year. Follow these rules, and your lead generation and conversion efforts are sure to improve.

7 SEO Trends for Search Marketing Success in 2018 [INFOGRAPHIC]


FREE Webinar: 3 Proven Growth Strategies You Can Use to Create a Record 2018!

Kick your 2018 law firm marketing program into high gear with The Rainmaker Institute’s free webinar on How to Ignite 2018 with 3 Proven Growth Strategies and create a record year for your practice.

You will learn about:

BRAND EQUITY: What is it and how to optimize your brand equity across social media platforms, blog, website and other online media such as chat, landing pages, ads, etc.  

Branding is all about what you want prospects and clients to know and feel about you as a lawyer. You must define your niche as narrowly as possible and then promote it consistently in your messaging. This not only helps you attract the right clients, it also helps your referral sources understand who would make a good referral for you.

SEO Demystified! Understand why SEO is an ongoing effort that encompasses more than just keywords and is mission-critical for growth.

Today’s consumer is searching online, on their phones and tablets. And they are not going past the first page of search results, so you have to be whip-smart about the online marketing strategies you use to have a high first-page ranking on Google.

PPC & RETARGETING: Learn how retargeting and PPC increase the efficiency of your ad spend by only paying for ads that reach their goals.

It is imperative that you know and follow best practices for PPC advertising, since the legal space is the most competitive — and the costliest — on Google.  Learn how to create PPC advertising campaigns for your law firm that will deliver clicks that convert.

One of the keys to standing out among your competition is to invest in remarketing via ads on Google’s Display Network. Display ads are banners that you see on other sites across the Internet. Have you ever wondered how a website you visited keeps following you around when you’re on other sites? This is remarketing and you don’t need a big budget to do it. Most prospects visit more than one website when researching attorneys, and remarketing gives you a great opportunity to stay top of mind when prospects are doing their homework.

Register online now to receive a link to our free webinar How to Ignite 2018 with 3 Proven Growth Strategies and create a record year for your practice.