Speakeasy Marketing December 2018

GROW YOUR LAW FIRM IN 2018

73-03 BELL BLVD. #10, OAKLAND GARDENS, NY 11364 | (888) 225-8594 | WWW.SPEAKEASYMARKETINGINC.COM | DECEMBER 2018

PUBLIC PERCEPTION: THE NEW COIN OF THE REALM

they need a professional, they don’t turn to someone they know and trust as often as they used to. Now they just ask Google. That means it’s important to understand how potentials use Google to find you online. It’s all about appearances. The way you appear on Google affects the way potentials perceive you. The same goes for your website, your Avvo profile, or anywhere else you appear online. If potentials perceive you as an authority on their kind of legal challenges, they’re more likely to call. If they don’t, they won’t. In other words, perception is the new coin of the realm. Competence, experience, and referrals are no longer the main signs of authority. These days, authority is in the eye of the beholder. It’s all based on what potentials see on your Google page and throughout the web. That means a lot of great attorneys get passed over. Why? Because their website might not be as slick or as convincing as the junior who crawled out of law school last year. But the good news is that it’s not too difficult to tweak your website.

Once upon a time, your access to high-quality professional help depended on the quality of your relationships. If you landed in legal hot water, or got a call from your deceased uncle’s estate trustees, or suffered an injury at work, you’d ask a trusted friend, a priest, a rabbi, or a family physician to recommend a trusted attorney. And you knew you’d be in good hands. Your advisers were well-respected members of society who cared about your success. They also had personal reputations to protect. So they only offered recommendations they knew were rock-solid. Those were the days. Back then, attorneys paid their dues and worked hard to build their reputations. They climbed up the authority ladder and earned respect one step at a time. As a result, they enjoyed a dependable stream of referrals for years. And you know what? When these referrals walked through the door, they treated you with full respect. They had no doubt you’d earned your authority. But I’m sad to say it appears those days are vanishing for good. People don’t seem to rely on relationships much anymore. When

In fact, I wrote a short “cheat sheet” awhile ago that covers seven specific website tweaks you can make. They’ll leverage your experience and credentials to convey more authority online so you’ll be the obvious choice in the eyes of potential clients. Interested? Here’s where you can get a complimentary copy of the “cheat sheet” emailed to you right now: Speakeasy.Marketing/cheatsheet

–Richard Jacobs

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