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

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Andrew Stickel

Does Your Law Firm’s Website Consider User Experience?

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At my company, we had an internal meeting today. We were talking about what are the best ways that we can make our websites and our clients’ websites as useful as possible and one of the things that gets overlooked is the actual user experience.

You can have your page perfect in terms of inbound links, SEO, etc., but at the end of the day, one of the things that everyone’s looking for is searcher satisfaction.

When someone goes to your website, do they find all the information they need? Do all of their questions get answered? Is the content easy to digest? Is it easy for them to read?

How To Find Info That Users Want And Need

One of the big things that you can look at is what are people actually looking for? And one thing that we found is that if you can make content that’s extremely useful and actually answers the questions that people are looking for, then you’re going to do better because Google is smart.

Let’s say someone searches “DUI penalties”, and they go to the first result and they click the ‘back’ button, and then they go to the second result and they click the ‘back’ button and then they go to the third result…and they stay on that page for a long time before coming back, or they come back, or they don’t even come back, then Google is kind of going to think “Okay, well that third result is probably a better result for the searcher.” They’re going to bump that one up.

That’s why user experience is really important. This is how you can do that even with just something simple like “DUI.” I want to show you how you can figure out exactly what people are searching for. I’m going to search “DUI” and what a lot of people don’t realize, is that if you scroll to the bottom, you’re going to see searches related to DUI, and you can click on these.

The two main things that are showing up here are “DUI consequences” and “DUI penalties.” Let’s look at DUI consequences and let’s also look at DUI penalties. As you can see right here. “What is the punishment for first time DUI?”, “What is the punishment for second DUI?” “What is a punishment for a DUI?” “What is the penalty for drunk driving first offense?”

Then down the bottom here, we’ve got more stuff. “DUI consequences California,” “First DUI consequences,” “DUI consequences” — you can certainly see a pattern here, and these would be really great topics. Here’s the other thing – “DUI penalties.” “What’s the punishment for second DUI?” “What’s the punishment for first DUI?”

How To Take This Info And Implement It Into Your Content

What you can do is start going through here and figuring out what people are searching for and start to identify content that you can create that would be useful for the searcher. If you look at all this content…you can do this with anything.  For example, if you search “DUI breathalyzer test,” and see what people are looking for, the following questions will show up:

How long does it take to pass a breathalyzer? What happens if someone refuses a breathalyzer? What is a DUI refusal charge? What is a normal breathalyzer reading?

If you type these keywords, you can start seeing what people are actually searching for. These aren’t things that Google is making up. This is stuff that people are actually searching for. Before you write anything, you should go check the related searches and see what people are actually searching for and then, answer those questions.

You need to make your content as useful as possible and make sure that when someone goes to your page, they’re going to get all their questions answered. If you sit down and you think about what are all the questions that someone who has a DUI – that’s related to this topic – what would be the most useful information to them? If you can answer those questions, then you’re just naturally going to rank higher because people are going to find your website and Google is going to rank you higher because they’re seeing that people are having a better user experience.

Lawyers: Want a Script That Makes Creating Videos SUPER Easy? Well Look No Further…

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I’m going to teach you something that is extremely effective, and it’s the absolute easiest way for you to pump out really high-quality videos without a lot of time, and it’s a very easy to follow script.

It’s called the who, what, why script and there are three elements, there’s who are you, what are you talking about, and why should your viewer car. It’s extremely simple!

The Who

If you follow that format, then it makes creating videos very easy. The way it works is starting with the who. In short, you just need to introduce yourself. Most people know who you are so that you can go into your credibility a little bit, but don’t have it be too long.

For me, I would say, “Hey guys, it’s Andy Stickel, I’m a law firm marketing expert, and I want to talk to you about something.” As you can see, I made that quick transition. I didn’t get on myself very much because most people don’t care about who you are, but you need a little bit of credibility.

“Hey, my name is John Smith, I’m a personal injury attorney in Louisiana, now listen, I want to tell you about something.” You see how I did that, how I just kind of jumped over to the next thing.

The What

The what is what are you going to tell them about. For me, I would say, “I’m going to teach you about a script that is very easy to follow, it only has three parts, the three parts are who what and why and it will absolutely change the way that you make videos because it’s so easy.”

Then you can go into the teaching, kind of like I’m doing now. Basically, I’m making a who, what, why video about who, what, why videos.

Once you get into the what, that’s when you give the basic information that the person needs to talk about. You could say, “my name is John Smith, and I want to talk to you about something called diminished value. Now diminished value, most people don’t know this, but when you get into a car accident, there’s a significant amount of value to your car that is lost just because of the fact that that vehicle or that accident shows up on the CARFAX report on the vehicle history report. So, there’s something called diminished value and basically what that is is that let’s say, you have a 2010 Mustang, and you’re selling it for $10,000, and there’s a similar 2010 Mustang that’s also for sale for $10,000, but the difference is that when you pull a CARFAX report on your Mustang vs. the other Mustang, the other Mustang hasn’t been in an accident and yours has, everything else on the cars is identical except for the accident. So, what that means is that any reasonable buyer is going to buy the other Mustang for the same price. So, what you need to do is you need to drop your price. You need to drop it maybe $1,000, maybe $2,000, that $1,000 to $2,000 that you have dropped your price, that’s called the diminished value and you can claim that with the car insurance company of the person that hit you.” What I’m doing is giving information about what am I talking about.

The Why

Thewhy is why they should actually care about this? If we’re going back to the diminished value example, why should you care about this? You should care about this because when you go to sell your car, you should understand that you’re probably going to have to lower the price of your car just because of the fact that it’s been in a car accident. So, how do you counter that now? Well, what you need to do is you need to go to the insurance company of the person that hit you and tell them that you would like to file a claim for diminished value and then you can go into the whole process of what goes into that, but essentially, it’s an extremely easy strategy.

Now, you can see I’ve transitioned into the why for this particular video a.k.a. the reason that lawyers want to do this and why this is important is because lawyers don’t have an hour to do videos every single day, you’ve only got a couple minutes.

I only have 5 to 10 minutes every single day to do my videos. I’ve got to follow a very simple and predictable format, so that’s why I do the who, what, why. It’s who are you, what are you going to talk about, and why should they care.

When using this strategy, you can quickly crank out videos. It’s organized and allows you to get the point across in just a couple of minutes. This video is less than five minutes right now, and I’ve kind of created an entire video that provides this actual script.

Again, it’s who are you, what are you going to talk about, and why should the viewers care?