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This is part five of a five-part article.  For the entire article, see the link below. “Not all lawyers can be successfully coached,” said Tarlton.  “Before starting this process ask a few select questions to screen the good candidates from those who will only waste your time and talent. Work only with lawyers who take personal responsibility for their own success.   Reject any lawyer who is not willing to partake in the process outlined above.”…
This is part four of a five-part article.  For the entire article, see the link below. Step six entails creation of a method to track and measure success, using specific deadlines.  How does the lawyer being coached define success?  Is it three new clients in a particular industry?  Is it five additional matters for an existing client? Is it strengthening his or her reputation in an area by writing three articles for a well-read industry…
This is part three of a five-part article.  For the entire article, see the link below. In the fourth step of the business development coaching process, a good coach will help the lawyer come up with useful ideas and resources.   “Never say ‘this is what you need to do’,” said Tarlton.  “There is no magic pill. “Do some research and contribute this knowledge and these resources to the lawyer,” said Tarlton.  “Provide examples of tactics…
This is part two of a five-part article.  For entire article, see link below. The second step in the business development coaching process is to carefully assess the lawyer’s position within his or her career – in terms of both age and accomplishment.  “All of these steps involve asking useful questions and carefully listening to the answers,” said Tarlton. Why did you go to law school?  Why did you choose to focus on environmental rather…
More than ever before, lawyers are expected to develop new business for themselves and their law firms.  Some lawyers are naturals at business development.  Many others, however, have no idea how to start.  Business development was not part of the traditional law-school curriculum.  As a result, law firm marketers increasingly are being asked to coach their lawyers in business development skills. “Business development coaches need to know two things,” said Merrilyn Astin Tarlton.  “They need…
Part five of a five-part article: “Take advantage of Google Analytics to collect data that can be used to improve the quality of your webpages – adding more of what works and eliminating what does not,” said Robinson.  “In Google Analytics, which is currently free, law firms can set up specific goals to study how users are entering and interacting with your website.” Google Analytics lets a law firm know which content is most-viewed and…
Part four of a five-part article: Law firms that want to prevent or correct loss of search engine result page rankings and traffic should publish meaningful, original content on a regular basis.  The goal is content that will establish a firm, practice group or lawyer as a though leader in an area relevant to a user persona. “Take the time to discover the common questions your clients have, and provide the answers to these questions,”…
Part three of a five-part article: Before a law firm can create relevant content, it needs to know with whom it is communicating.  In marketing talk, this is called the “user persona” – or target market.  “In user-centered design and marketing, personas are user types that might use a legal service in a similar way,” said Davis.  “A small law firm might target one user persona.  A large law firm will target numerous user personas.”…
Part two of a five-part article: Panda and Penguin are two major changes to the existing Google algorithm made in 2011 and 2012, respectively.   In 2013, Google released a totally new algorithm called Hummingbird (which incorporates and enhances the updates made by Panda and Penguin).  These three developments have completely changed the way law firms must look at search. “Law-firm sites that regularly showed up on page one now find themselves on page 20,” said…
The success of a law-firm website is determined by how many clients and potential clients visit the site, spend time there and take action based on what they discover. Over the years, law-firm marketers focused on keyword and link strategies to enhance search engine results and increase traffic to their websites.  While these are still valuable tools, recent developments in the search universe have shifted the emphasis to content strategy. Quality content includes well-written articles,…