State Bar of Arizona 2015 Convention

Ethics of Being Online for Attorneys ALEX SCHUTTE

[email protected]

@schuttedoit | @gngfound

• 

ALEX SCHUTTE

Alex SchutteDirector of Operations

Our Book

Online heavily used for “research” !

In 2005 Online = WebsiteIn 2014 Online = Avvo, FB, Website, Yelp, etc

create graphic split down sides

2005

Online = Website

2015

Online = Presence

Insert poor eg of — Avvo, FB, Website, Yelp, etccreate graphic split down sides

2005 2015

THE FUTURE IS MOBILE

*IDC Research Report 2013

have their phone on or near them for all but up to 2 hours of their waking day.79%

reach for their smartphone immediately after waking up62%

say they can't recall the last time their smartphone wasn't next to them.25%

Among smartphone owners age 18-44

2005

2015

Firm WebsiteFirm Website

Images

LinkedInYelpAvvo

Page #1


How do you influence Google Search to show the RIGHT INFORMATION about your firm at the RIGHT TIME?

Directory Listings

Google+ Local

16,713 Views!No Branding !

No Images!

Google+ Local

Replace image with g+ pic with visits data

Google+ Local (My Business)

Ethics issues arise when you “Claim” the listing

•  You are responsible for the content of the listing if you claim

•  Online Directories are acceptable form of advertising


ETHICS OF DIRECTORIES

•  You are responsible for the content of the listing •  Business description

•  Categories / Services •  “A lawyer may communicate the fact that the lawyer does or

does not practice in particular fields of law or limits his or her practice to or concentrates in particular fields of law.”

•  A lawyer shall not state or imply that a lawyer is a specialist in a particular field of law, unless both of the following apply:




•  A lawyer shall not make a false, deceptive or misleading communication about the lawyer or the lawyer's service.

•  Watch for Comparative Speech “Best” or “Number 1”



•  Be cautious when others are creating your directory listings, even if it is someone in house.

•  Always double check the business description and practice areas that are listed on directories.


Image of search result with stars

Reviews

Where to Get Reviews: !

Reviews

Reviews - The Ethics • Don’t make up pro/iles to write reviews •  You can’t write your own online reviews • Don’t pay for reviews •  Be careful when asking for reviews •  You may be responsible for the content of that review

A Culture of Reviews •  Ask for paper internal review at closing meeting

•  Good review: what’s their email address?

•  Ask and provide a how-‐to guide

•  Provide guidance on what NOT to say

•  It’s not easy in Legal Profession

Your Website

In 2005 Online = WebsiteIn 2014 Online = Avvo, FB, Website, Yelp, etc

create graphic split down sides


•  Name / “Brand”

•  Where are you located? How can I get a hold of you?

•  Phone Number / Contact Form

•  Do you understand my problem? What can you do for me?

•  Proof I should call you?

•  Easy to navigate and find things

•  Schema Markup for Google (ask your webmaster)

WEBSITE COMPONENTS

•  How do I call you?

•  What do you do?

•  What can you do for me?

•  Proof I should call you?

Your Website


CONTACT FORM

WARNING: Conflict Issues


CONTACT PAGE

Your Website Disclaimer

Responsive Design

•  Fast Load Time•  Access to All Content•  Difficult to Code Correctly•  THE RIGHT ANSWER

Keyword Stuffing

“Blocks of text listing cities and states a webpage is trying to rank for”

Pasadena, Sherman Oaks, Encino, Culver City, Van Nuys, Santa Clara, Ventura, Simi Valley, Thousands Oaks

Content: Blogging?

•  SEO Value? •  Fewer Posts, Deeper Content•  Still Important•  Add Personality

Ethics: • Don’t use names• Hunter vs. Virginia• Ghostwriter?

Creating Content “This does not mean that you cannot do your divorce yourself. However, many people who do not consult with attorneys may leave out certain very important provisions that can come back to haunt them later on, and cost them a great deal.”

Nevada Divorce Attorney + 12 Other States

Your Website Ethics • Any communication made pursuant to this rule shall include the name of at least one lawyer or law /irm responsible for its content

• Do not make statements that lead someone to expect results like “I can save your business” or “I will get you money for your [Blank].” Avoid even saying “I can [Blank] for you”

• Practice areas vs. specialist

Your Website Ethics • Disclaimers -‐ email vs. website “advertising material”

• Make statements that imply results

• Trade Names and Distinctive Website

• Keep a record = backups!

@mark_homer | @gngfound

>25%


Impact of Mobile

66%9%

25%

Desktop Tablet Mobile

Mobile Website Search

Social Media


SOCIAL MEDIA

Not a “Fad”

Good For Ranking

Looking Beyond


FACEBOOK

Branding Cover Image

Likes Geo Info Keywords

Ethics • What counts as advice • Is this Advertising • Don’t Imply Results or Mislead

Ethics of Being Online for Attorneys ALEX SCHUTTE

[email protected]

State Bar of Arizona 2015 Convention

Law

Transcript of State Bar of Arizona 2015 Convention