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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.

Can Lumpy Law Firm Marketing Get You More Clients?

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I wanted to give you a quick tip for any law firm that sends out mailers to anyone that’s part of a list. For example, maybe you’re a criminal defense lawyer, and you get a list of everyone that was arrested the day before or maybe you’re a tax attorney, and you get a list of everyone that is a having a lien placed on their business or on their personal property. Or, maybe it’s a list of anybody that’s filing for bankruptcy or something of that nature.

The Problem With Targeted Mass Mailings

There are a lot of people and a lot of law firms out there. They get these lists, and they send letters to people that are on these lists. The problem is that while you are sending this letter, about 25 other lawyers are sending letters as well.

How I Found Out About Lumpy Law Firm Marketing

About a year and a half ago, my old accountant and he’s now my old accountant because you’re going to hear this story, forgot to file our business tax returns in California. I don’t know how you’re an accountant, and you forget to do that, but that is why he is now our old accountant.

The only way that I found out that our tax returns had not been filed was that I started getting all these letters from all of these tax attorneys, talking about our tax problems in the state of California, and how they can help us get this tax lien removed.

I was a little confused because I got all these letters, but I didn’t even know that I had a tax problem. I started looking into it and found out that our accountant forgot to file our California tax returns. Not one year, not two years, but three years in a row. So, we went for three years without filing any tax returns, and I got all kinds of letters.

Now here’s the interesting thing. Every single letter was exactly the same. It was all from a law firm. It was a standard form letter. It was in a regular envelope. That’s it. If I was having a tax problem and I was going to hire a lawyer that way, I could have just drawn names from a hat.

It was no different than what ended up happening. I opened one or two of them. Then I thought, okay, I get the idea. What’s going on here?

Then I threw them all away because I wasn’t going to hire one of those attorneys anyway because I’m working with attorneys. I know a lot of attorneys, and this was more my accountant’s problem that he needed to fix for me.

I also remember when I was 16 years old, I got a speeding ticket. This was a long time ago, and as any 16-year-old kid would, I tried to hide the speeding ticket from my mom so that she wouldn’t take my car away. But of course, I did not anticipate the flood of beat your speeding ticket letters that would be coming to my house the next week. All from attorneys, all looking exactly the same as it was the same deal.

What To Do Instead Of Sending Lookalike Letters

Am I saying don’t send letters to people? Absolutely not! I think it’s a great way to get right in front of people that obviously need your services, but you got to be smart about it. So how do you do it?

Well, you send out a lumpy package. Now stay with me. I know it sounds weird but have you ever gotten a package from anyone that obviously has something in it? Like a lot of times Vista Print, for example, sends you a free pen. They put your law firm’s name on it and put your business name on it. Have you ever not opened that package?

And if you’re saying, yes, I’ve seen that package come in and I’ve thrown it away, and I haven’t opened it, you’re lying. Everyone opens lumpy packages because they’re curious to know what’s inside. So, while a lumpy package costs a little bit more than just the standard form envelopes, it’s worth it.

Some Examples That Have Worked In The Past

Just think about all the different things you can do. You can do stress balls, pens, key chains, you just have to be creative with it. If you’re a criminal defense attorney or DUI attorney, you can use credit card bottle openers.

Put your business card on there, put it in a lumpy envelope, and send it out. It might cost you a couple of dollars per envelope to send these out. But if you look at the actual ROI. What does a stamp cost nowadays?

How To Get A Better ROI

Let’s say it costs you $0.49 and only 15% of your letters actually get opened. Who knows what percentage of those people call you or do anything like that versus something that maybe cost you $2 or $3, maybe even $5 per piece, but it gets a 100% open rate and gives people something that differentiates you from your competition.

The whole battle here is just getting them to open the package, so if you can get them to open the package, that’s step one, and you’re doing something different. You’re separating yourself.

That’s my tip to you today. If you are one of these lawyers that send out letters to anyone that’s been arrested or that’s filing for bankruptcy or any other issue, try it, even if it’s for just a month.

Try investing in a lumpy package and send it out for the next month and see what your ROI is. I guarantee you it will be higher than it currently is. Even though you’re spending more money on the actual promotional item, I guarantee you’ll make more money than you’re making right now.

Lawyers Get 3 Types of Traffic – Do You Know Which is Most Important?

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Traffic You Do Not Control

This type of traffic in an online environment might include organic links, meaning a potential client saw your link as part of a search engine’s returns and opted to click the link and visit your site and explore your services. You can’t really control that, and you certainly can’t force someone to click your link. You also can’t control what a competitive firm does for its own clicks, and while you might have the most ethical firm found anywhere, the reality is image is everything and even the most unethical firms get the clients at least sometimes. You do not control that type of traffic.

Traffic You Do Control

This type of traffic includes any pay for click advertising you might have purchased, or you may have opted for with Google AdWords. You can control it to a degree. It’s the old adage: you can lead a horse to water, but you can’t make him drink. You can draw potential clients to your site, but you really need to be able to keep them on your site long enough to convince them you’re the best choice for their legal needs.

Traffic You Own

This type of traffic comes with having potential clients’ email addresses or other ways of contacting them. You might have bought a list of email addresses or created your own email list based on past clients and even traditional methods used to gather that kind of data (giveaways, drawings – anything that requires one to provide information necessary to notify them they have won). It’s data you’ve cultivated, not data that someone else put together, and it’s the type of information you own. Naturally, this is the ideal way to gather this type of data.

Keep in mind this is different than having Facebook likes or followers on Twitter or Instagram. These are social media platforms that first, you don’t own and have no influence – these platforms could fold next week, and you’d have no control. Perhaps most importantly, you can’t control who follows or unfollows your pages.

Knowing the difference between these three types of traffic can be extremely beneficial as you go about planning your next advertising promotion. You can’t control who posts what on Facebook or Twitter -and while you can delete posts that controversial, you always run the risk of others seeing it and reading into any kind of post or tweet a negative connotation. Text that has been carefully written for an email gives you complete control over the way your message is received.