CASE STUDY: How We Helped One Lawyer Rank #1 On Google, Sell His Practice, And Retire in Hawaii

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Andrew Stickel

Tools For Optimizing Your Law Firm’s YouTube Videos

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The Question

Do you or your team use any tools to optimize your YouTube videos? Tools like vidIQ or TubeBuddy or — I don’t know what that other one is — Tubics? 

My Answer

Yes, we use vidIQ. VidIQ and TubeBuddy are pretty much the same things. I had a subscription to both and I tested them both and I found them to be pretty much one to one. 

It’s actually funny. I was at a YouTube conference in Los Angeles back in October of last year. TubeBuddy was there and I had vidIQ. That’s what I use. 

So I went to TubeBuddy and I said, “Okay, what’s the difference between you guys? Like, why should I switch from vidIQ to TubeBuddy?” And they said, “Eeeh–” They couldn’t really give me a reason, so that lets me think that they’re the exact same thing. And the price is about the same too. 

Vidiq and Tag Templates

So, I use vidIQ because that’s what I’m used to. What’s cool about it is that it gives you an overall score of what you can improve on your videos. It allows you to save template tags, which are tag templates, which is cool. 

So, let’s say you have a bunch of tags that you insert in all of your videos, which I do, like lawyer marketing, attorney marketing, law firm marketing, marketing strategy for lawyers, marketing strategies for attorneys, Facebook marketing for lawyers and so on. 

Rather than having to type them over and over again, there’s a template that you can use. It tells you how long your titles are and whether your titles are too long. And then, there’s also a feature where it will suggest more topics for you and different topics for videos. So, it’s really good, it shows all that based on search volume.

Rapidtags.io

Another thing that I use is something that we’re testing right now called Rapidtags.io. What’s cool about that is that you can put your video title in and then it’ll spit out a bunch of tags for you and all you have to do is copy them and paste them into YouTube. 

I think it’s like a hundred bucks for a year or something like that. It might even be cheaper than that. But yeah, we use Rapidtags.io. 

Morningfame

Another one I’m using is called Morningfame, which is like really cheap also, it’s like $7 a month. It gives you a lot of really cool features. It does some really cool research for you where you just enter your keywords and then it tells you how your YouTube channel is doing. 

Also, if you launch a video, it will show you 24 hours later how many views you got, and how that compares to all the other videos on your channel. 

The Importance Of Thumbnails

And then it shows you which thumbnails you’re actually competing against. This is cool, because, on YouTube, the thumbnail is a really big part of whether you’re successful or not. 

So if you have a YouTube thumbnail, it’ll actually pull the six thumbnails including yours that are being suggested. Basically, it shows you which thumbnails your video is competing with. a

And if you see a lot of thumbnails that look a lot more appealing than yours, then you know you need to switch your thumbnail out. It’s really useful for that.

So vidIQ, Morningfame, and Rapidtags.io — those are the three tools that I use for YouTube.

Multiple Law Firm Locations? Here’s How To Get the Most Leads

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Here’s the question I was asked:

In your Google My Business video, you said for businesses with two locations, you should create a separate landing page URL for each listing. It seems that this would result in the two Google listings having a different URL from the URL in the listing at, for example, SuperLawyers.com.

The Short Answer

Yes, that is pretty much correct. Basically, we always create a different Google My Business profile for every location that they have. On their website, we create a different landing page for every location that they have.

A free course

I have a course that I put together, it’s completely free, I’ll actually send it to you on a USB drive. The URL is Heylawyers.com. So if you go to Heylawyers.com, you can get a free copy of this Google My Business course. It’s a thirty video course and it’s free. Just pay for me to ship it to you.

How Google My Business Works

Basically, what we always do is this: We get a location page in Google for each individual location. So for example, if you’re in Orlando and you have an Orlando office, an Oviedo office, and a Winter Park office, then you want a Google My Business location for each one of those.

And then you also want a page on your website for each of those locations, so it’ll be lawfirm.com slash. Your main location or the most competitive location should be tied to your home page. And then you’ll have lawfirm.com/winterpark, lawfirm.com/oviedo, lawfirm.com/orlando.

And on your Google my business listing, the URL is not going to be your home page. It’s going to be the location page. So the Winter Springs Google My Business location will be lawfirm.com/wintersprings. The same thing is true for Oviedo. The Oviedo Google My Business URL will be lawfirm.com/oviedo.

You Also Need Citations

You also want to make sure that you have citations or business listings set up for each individual location. So, if you have seven locations, you’re going to need seven Yelp profiles.

And all of a sudden, it gets to be a lot of work, but it’s important because, in order to rank anything in the maps, which is what you really need if you’re on Google, Google relies on relevancy, prominence, and proximity to the searcher.

Prominence basically means that you have a lot of listings and you appear in a lot of different places. And the way they get that is from business listings. So if you have multiple locations, you want multiple Google My Business profiles.

You want a landing page for each one of those locations on your website. And then you want to make sure that you have a complete set of citations for all those pages. So that’s how you do that.

If you want to learn more about that, go to Heylawyers.com and get the guide. It’s a free guide. Just pay a small shipping fee.

Adoption Law Firm Marketing Strategy

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Here’s a question I just got:

Have you ever worked with an attorney who has a non-legal day job but is trying to increase side legal income?

I have not, but that does not mean that it’s not possible. What type of law are you trying to practice? Let me know what you’re trying to do and then I’ll give you suggestions on how to do it.

A Freelance Attorney

I was just talking to another attorney not too long ago, and she has a really interesting practice. She’s actually a freelance attorney. I had never really heard of such a thing, but it’s a really innovative way to have a law firm. And basically what she does is she works with other lawyers.

Adoption Law

I’m assuming that adoption law is going to be one of two things. It’s either going to stepparent adoption or it’s going to be my wife and I can’t get pregnant and we want to have a kid. Both of those are very good and very easy to target.
If it’s your side income, then you’re probably not trying to get a ton of cases. It’s the same strategy I give everyone. Anyone that wants to have kids and can’t have kids, what do they want?

What Do People Who Are Interested In Adoption Want?

They want to be a parent. They want to play catch with their son. They want to walk their daughter down the aisle. All of these things that they want are emotional triggers. It’s a hugely emotional field of law because people want to have kids very badly and they can’t.

Talk To Former Clients

So you need to create some sort of content that basically talks about how to get the thing that they want. So I would go to some of the past people that you’ve already talked to or that you’ve already helped. And I would say, I’m putting together some free resources for people that are in the same situation that you were in before you came to my law firm for help.

And I want to make sure that I don’t miss anything because I want the guide to be really valuable. I think there are a lot of people out there that are looking for information and can’t find it.

So then you want to figure out what was their number one question they had about adoption. What was their biggest goal? What was their desire? What was the thing that they wanted the most? For most people, it’s how to get a kid.

What Are Their Fears?

What is their biggest fear? There are tons of fears that they could have. The fear could be that they go through an entire process, and they find someone who’s going to give their child up for adoption. Then, in month eight, the mother changes her mind and wants to keep the kid.

My brother actually went through a situation where he and his wife adopted twins, and what happened was they ended up in a foster situation. So, they fostered these two newborns and then for two years they were battling with the mother who was addicted to drugs. Luckily they were finally able to adopt.

Create A Free Cheat Sheet

There are all these concerns that they have. So what you should do is create a piece of content, a free download, free cheat sheet, free video series, whatever it is, that teaches them. So here’s what you want. If you’re struggling to have children and you’ve tried everything, you tried the fertility clinics, you tried the doctors and you’re finished with the disappointment, then here’s another option.

Here’s how to be a parent, even if you can’t have kids. And then you start talking about adoption. Or maybe it’s people that already know they want adoption. This is why you do the ask campaign where you ask people what their questions are.

Because maybe it’s people that already know that they want adoption, but they’re concerned about the process. Their concern is that it can be expensive. They’re concerned about the home study, or they’re concerned about the financial element of it.

That’s not so much about the fact that it’s going to be expensive, but about what the state will look for in finances. So you answer all of these questions and you put all this free content out there and do it in a free guide or free videos or whatever it is.

Follow Up With More Content

And then you just keep following up with content for these people. And the nice thing is, especially if you use videos, you only have to film videos one time and then what happens is that you have this content out there that lives forever and continues to get your clients.

The nice part about it is that you have this video, and since you said you’re only doing it for side income, you’ll have more clients than you need. As I said, that’s what happened to me. We have a waiting list because we can’t handle as many clients as are coming to us.

So that’s what you do. You just create free content and focus on providing value in solving problems and answering the questions that they have. And then people will hire you. It works every single time.

So that would be my suggestion to you. It’s the same thing I tell everyone: value, value, value.

What Else Could You Target On Facebook?

Evan said he boosted a few posts before and targeted them toward motherhood and Christian. Would I have any other suggestions on targeting? When you’re targeting on Facebook, I don’t know why you would target Christian. It doesn’t really make any sense. Would that mean that Jewish people aren’t allowed to adopt? That’s not really related.

Instead, I would look for things like fertility and In vitro fertilization, and I would also target the interest of adoption.
Now here’s another thing that you could do for adoption. Go to Google and see if there are any adoption magazines or adoption organizations or anything like that, and see if you can target those as well. You’d be a lot better off.

I mean, motherhood is our right, but not everyone who’s interested in motherhood is necessarily interested in adoption. So I would target interests that are more likely to be liked and followed by people that are interested in adoption.

For example, what are the steps before adoption? Probably fertility clinics and, egg transplants. I don’t know what the procedures are, but you’ve got to figure out all those things that people would be interested in. Look for any organizations, any magazines, and any famous doctors that have had really amazing results. That’s what I would focus on.