A quick, easy and inexpensive way to market your law practice is to get your firm listed in the top online legal directories.
Most of them are free, but even those that charge a fee aren’t cost-prohibitive. When you submit the basic information to complete your profile, potential clients will be directed your way. In addition, you can submit photos, posts and articles to create backlinks for further exposure.
“Not all directories are created equal,” writes legal marketer Jason Hennessey for The National Law Review. “You should be looking for high-authority domains that serve as reputable resources for both law firms and users alike. Some of these directories include: Justia, Avvo, FindLaw, Super Lawyers, Nolo, HG.org, Lawyers.com.
Another marketing tip: start using old-school press releases.
“Press releases are still widely used in the legal industry to help law firms generate visibility and improve their online reputation,” writes Hennessey. “These are campaigns that can be submitted to industry-related publications and blogs. Guest articles, webinars, and interviews are also content examples law firms can use to generate more traffic, authority, and visibility. HARO.com is another great resource for landing spots in publications and, sometimes, generating high-quality backlinks.”
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ABA Model Rule of Professional Conduct 7.1
Communications Concerning a Lawyer’s Services
A lawyer shall not make a false or misleading communication about the lawyer or the lawyer’s services. A communication is false or misleading if it contains a material misrepresentation of fact or law, or omits a fact necessary to make the statement considered as a whole not materially misleading.
ABA Model Rule of Professional Conduct 7.1
Communications Concerning a Lawyer’s Service: Specific Rules
(a) A lawyer may communicate information regarding the lawyer’s services through any media.
(b) A lawyer shall not compensate, give or promise anything of value to a person for recommending the lawyer’s services except that a lawyer may:
(1) pay the reasonable costs of advertisements or communications permitted by this Rule;
(2) pay the usual charges of a legal service plan or a not-for-profit or qualified lawyer referral service;
(3) pay for a law practice in accordance with Rule 1.17;
(4) refer clients to another lawyer or a nonlawyer professional pursuant to an agreement not otherwise prohibited under these Rules that provides for the other person to refer clients or customers to the lawyer, if:
(i) the reciprocal referral agreement is not exclusive; and
(ii) the client is informed of the existence and nature of the agreement; and
(5) give nominal gifts as an expression of appreciation that are neither intended nor reasonably expected to be a form of compensation for recommending a lawyer’s services.
(c) A lawyer shall not state or imply that a lawyer is certified as a specialist in a particular field of law, unless:
(1) the lawyer has been certified as a specialist by an organization that has been approved by an appropriate authority of the state or the District of Columbia or a U.S. Territory or that has been accredited by the American Bar Association; and
(2) the name of the certifying organization is clearly identified in the communication.
(d) Any communication made under this Rule must include the name and contact information of at least one lawyer or law firm responsible for its content.
Read ABA Model Rule 7.1 and 7.2 here.
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