How Much Should SEO Cost?

Quickest SEO Wins Transcript

The quickest SEO wins for your law firm. The first is going to be making sure that you have the correct categories selected. You want to go and you want to do a Google search for whatever you are. A personal injury attorney in Houston or DUI attorney in San Francisco and look at what categories the law firms that are ranking actually have. Then you want to make sure that you match those categories because that’s what Google is showing so that’s a big win right there.

Another big win is taking pictures of your law firm and uploading them to your Google My Business profile. You want to upload 20 interior pictures, 20 exterior pictures of your location. Just walk around with your cell phone. Just take pictures using your cell phone. You want to make sure that you’re using your cell phone because if you use your cell phone then that’s going to save the location data to the actual picture and then when you upload it to the photo section of your Google My Business profile. Then that is going to make sure that location data is actually stored on your Google My Business profile.

What’s another SEO win? Join as many local organizations as you can that have directory listing. I always tell clients to make sure that you join The Better Business Bureau. Make sure to join a few Chambers of Commerce. Make sure that the Chamber of Commerce has directory listings, searchable directory listings where you can get your name, your address, your phone number, your website in there and then join some local bar associations as well. That local prominence will do a lot for you. Those are probably three quick SEO wins that you can get that any lawyer can do you don’t need a marketing company for.

Recommended Facebook Ad Budget

Question:

What is your recommended budget for Facebook ads for something like wrongful-death?

Answer:

When we’re talking about a Facebook Ads budget for wrongful-death there are a few things you need to know. The first is your average settlement. What do you typically make on a case? Once you have determined your average amount, what I try to do is work backward. I don’t like saying what your budget should be. I like saying well how much does it cost to get a case and how many cases do you want? That is what you should spend.

That’s really easy to say, but the way you find those numbers out is by actually running ads and by looking at how much is it actually costing you to get someone. And again, what I don’t like running ads. I like running a cheat sheet or some sort of bait that helps solve a small problem.

For example, for wrongful death here’s exactly what I would do. I would create a guide that teaches you how to set up a GoFundMe campaign after the death of a loved one to pay for final expenses, to pay for their kids’ college whatever it is. I would say for anyone that’s experienced a loss here’s a guide setting up a GoFundMe campaign that is going to teach you how to get medical expenses paid, how to get living expenses paid for a little while. Maybe they were the breadwinner. Then you are going to put that guide out and then you’re going to follow up. When someone downloads the guide you’re then going to send them an email. Say “Hey, you download our free guide. We’re very sorry for your loss. Do you have any questions about how we can help you set up this guide or answer any other questions for you?” A lot of people are going to probably not respond but some people are going to respond and then those are the types of people. Then you can start having conversations with those people.

What you’re going to start looking at is first of all, what it costs to get a download for someone to download the guide? Then, what does it cost to get a consultation? Let’s say it costs you $10 per download and I’m just using very easy math. Let’s say maybe one in 20 people books a consultation. Now we know if it cost $10 for a download and one in 20 people books a consultation that means that it cost you $200 per consultation. Let’s say 20% of your consultations actually turn into clients. So that means that basically, if you get 10 consultations it’s going to cost you $2,000 and it’s going to cost you $200 I think. It will cost you like $400 per case or $200 per case. I’m getting the math completely wrong but that’s how you do it. You just have to figure out what each step costs you.

Then you say, “so I know it cost me $500 for a case. I want to get 10 cases so I’m going to spend about $5000 on ads. That’s essentially what you do and that comes down to marketing and all that type of stuff.” That’s a very simple way to do it but that’s really the way you do it. So whenever someone asks me what is your budget for Facebook ads I always answer with a question which is, “Well how much does it cost to get you a client?”.

What Makes Your Facebook Approach Different

Question:

All right, what about your Facebook approach is different from a more traditional Facebook advertising approach?

Answer:

My Facebook advertising approach is, do not advertise your services. Advertise a solution to a small problem that your potential clients have and then they’ll hire you for the bigger problem.

For example, if you’re a divorce lawyer don’t run an ad that just says – hey are you going through a divorce? Contact me today and I’ll help you with your divorce. Don’t do that. That’s what most people do. Instead, figure out what people want and what are people afraid of. Then what you can do to help them. So, if it’s somebody who is going through a divorce so let’s say they want to move on with their life. What does a person who’s going through a divorce want? They want to get divorced, and move on with their life but, they don’t want to alienate their kids, and they don’t want to screw up their kids.

Then what you do is you create content and you advertise that content. You advertise something that says – hey, here is how you can get a divorce without screwing up your kids. Then you can even put out a free guide or something like that. when they download the free guide, then you follow up from there. What you’ve done is you’ve provided some goodwill.

Bankruptcy, a lot of people are afraid of losing their house but they want to get rid of the debt. You could say – how to eliminate all of your debt. What will we say for bankruptcy? Here’s how to get your head above water and consolidate all your bills into one easy to afford monthly payment without losing your house and without having to sell your car. Instead of saying hey, you should file for bankruptcy. You’re saying here’s how you do this and then you create a free guide or a cheat sheet or something like that that teaches them how to do it then you follow up. You provide value and then they hire you. It works every time. It’s super simple and that’s what’s different.

The traditional form of Facebook advertising that most lawyers do is this. They throw up an ad and I call it the hope and pray method. They throw up an ad and then it just talks about themselves and they hope and pray that somebody sees and contacts them and it doesn’t work. Every once in awhile it does. I mean there’s a saying that every once in a while a blind squirrel finds a nut but those are very few and far between.