Tips for Making Better Use of Outside Counsel and Mediators
Karl Bayer
Multiple Websites for One Law Firm
Omnizant
How Law Firms Can Benefit from AI-Generated Marketing Content
Evan Powell
Stop Writing Case Studies— Start Writing These Instead Wayne Pollock
Supercharge Your Networking with Social Media
Lindsay Griffiths
Measuring and Improving Your Organic Click-Through Rate for Law Firms
Noreen Fishman
CA Case Summaries Monty A. McIntyre
Management 101: Hold on Loosely
Neal H. Bookspan
Attorney of the Month
Empowering
• $22,659,551 settlement for clients defrauded in a local Ponzi scheme in Levin v. Chicago Title, et al. (2021)(Michael Kirby & Jason Kirby).
• Complete defense jury verdict in real estate dispute and more than $400,000 collected for attorneys’ fees and costs in Batter v. McElhinney, et al. (2019)(Jason Kirby).
• $2.1 million jury verdict for firm client in Doe v. San Diego Unified School District, et al. (2018)(Jason Kirby & Michael Kirby).
• $1.1 million arbitration award for firm clients on cross-complaint after zeroing plaintiff on $6 million damage claim in Step Strategy Advisors v. Solid Gold Health Products for Pets, Inc., et al. (2018)(Jason Kirby lead counsel).
Ranking on the first page of Google is crucial for driving traffic to your law firm’s website, but getting there is only half the battle. If searchers aren’t clicking your link, even a high ranking won’t bring clients through the door. This is where Organic Click-Through Rate (CTR) comes into play.
Your organic CTR is the percentage of people who click your link when it appears on the Search Engine Results Page (SERP). While ranking higher on Google naturally increases CTR, there are several other strategies that can boost your results—even if you’re not in the top three positions.
Here’s how you can measure and improve your law firm’s organic CTR to drive more traffic, clients, and business:
Why Organic CTR Matters for Law Firms
The higher your organic CTR, the more traffic you’ll drive to your website, which leads to more potential clients. Additionally, a high organic CTR can help you climb Google’s rankings. While Google hasn’t confirmed that CTR is a direct ranking factor, many SEO experts believe that pages with higher CTRs perform better over time.
How to Calculate Organic CTR
You can easily calculate your organic CTR by dividing the total number of clicks by the total number of impressions your page receives. Tools like Google Search Console can also show you your CTR for each page automatically.
Top Strategies to Improve Your Law Firm’s Organic CTR
Here are some of the best tactics to ensure your law firm’s website gets more clicks and traffic from organic search results:
Use Long-Tail Keywords
Long-tail keywords are highly specific search terms that align with user intent. They help you target searchers who are
Measuring and Improving Your Organic Click-Through Rate for Law Firms
by Noreen Fishman
looking for exactly what your law firm offers. Use tools like Ubersuggest to find relevant long-tail keywords and include them in your titles and meta descriptions.
Write Compelling Meta Descriptions
Your meta description is the short snippet of text that appears below your title in the search results. A clear, concise, and enticing meta description can significantly increase your CTR. Include relevant keywords and a strong call-to-action (CTA) to encourage searchers to click.
Implement Structured Data
Structured data, also known as schema markup, helps search engines understand your content better and present it in richer formats, such as review stars or featured snippets. This added visibility can make your link more attractive to searchers. Your title tag is the first thing people see in search results. A simple, descriptive, and relevant title will grab attention. Including numbers, questions, or power words can make your titles more clickable. Keep them under 60 characters to avoid being cut off in search results.
Use Descriptive URLs
A clear, keyword-rich URL shows searchers that your content is relevant to their query. Avoid long, complicated URLs and aim for ones that are short and easy to understand.
Create High-Quality, Useful Content
Nothing boosts CTR like genuinely useful, well-written content. Ensure your posts answer common legal questions or provide valuable insights that clients are searching for. Wellresearched, original content can help your law firm stand out in the crowded legal industry.
Test Your Headlines
A/B testing different headlines on social media can help you determine which titles resonate best with your audience. Try
experimenting with different headline styles—adding numbers, questions, or emotional triggers—and see which gets the most clicks.
Utilize Rich Snippets and Featured Snippets
Winning a featured snippet position on Google can dramatically increase your CTR. Optimize your content to answer common legal queries clearly and concisely to increase your chances of being featured.
Optimize for Mobile
A growing number of searches happen on mobile devices. Make sure your website is mobile-friendly and loads quickly to avoid losing potential clicks. Use Google’s mobilefriendly test to ensure your site performs well on all devices.
Use Engaging Images and Video
Including relevant images or videos in your content can help your law firm’s listing stand out on the SERP. If you
secure a spot in Google’s image or video results, you can capture even more clicks.
Key Takeaways
Improving your organic CTR is a powerful way to increase traffic to your law firm’s website. Start by focusing on small optimizations—like crafting compelling meta descriptions, using long-tail keywords, and simplifying your URLs—and you’ll see a noticeable difference in your traffic and rankings. n
Noreen Fishman is the director of client services at Good2bSocial. Her primary responsibility is to help clients achieve their digital marketing goals. This includes managing the Good2bSocial team, ensuring constant communication with clients and updating them on their progress. Connect with Noreen on LinkedIn or www. good2bsocial.com.
There’s a more effective—and versatile—tool for showcasing your law firm’s successful representations than case studies.
Case Studies Are a Flawed Tool
Case studies have their place as a marketing and business development tool, but they have notable flaws.
First, they’re self-promotional. That’s not a surprise since they’re unabashed marketing and sales tools, nor is there anything inherently wrong with that.
The problem is that they’re rarely engaging because they rarely provide value to readers. They exist to tell readers THAT a law firm achieved a result. They don’t exist to show HOW the law firm achieved that result.
Second, and on a related note, case studies often have a problem-solution-result structure. As a result, they discuss successful client representations in a straightforward manner, often in a cold, clinical fashion.
That’s great if a law firm wants to prioritize efficiency in its marketing and sales content. But this structure forces law firms to take a narrow approach to describing a client success that likely warrants a deeper discussion of the strategies they employed. (More on that in a moment.)
Third, case studies naturally focus on a particular client’s legal problem and its solution. Because the solution was based on the facts and circumstances the client found itself in, case studies rarely have wider appeal beyond a limited number of prospective or current clients with the same legal/ business problems and the same facts and circumstances as the clients featured in case studies.
(That’s not a bad thing when a case study is part of a oneto-one or a one-to-few approach to business development, but it limits the efficacy of a case study when used as part of a one-to-many marketing program.)
Finally, case studies’ standard problem-solution-result structure doesn’t allow law firms to get into the details of how they were able to secure the successful resolution of
Stop Writing Case Studies —Start Writing These Instead
by Wayne Pollock
their client’s legal problem (while, of course, being mindful of privilege and confidentiality concerns).
The structure is not conducive to law firms talking about the strategy and execution that helped bring that result to life.
This is the fatal flaw of case studies.
Thought Leadership Articles Are More Effective Tools for Showing Off Client Successes Than Case Studies
When a law firm talks about the strategy and execution it employed to secure a favorable legal result for a client, it is conveying to clients and referral sources the knowledge, wisdom, and insights it has regarding that kind of legal/ business issue. That knowledge and wisdom, and those insights, can go a long way in putting a law firm “on the map” in terms of clients and referral sources considering them the next time they or their clients have a legal/ business issue they will look to an outside law firm for assistance with.
Case studies do not allow for such discussions—but thought leadership articles do. That’s why they’re more effective tools for showing off client successes.
Case studies are focused on achievements: “Here was the problem. Here’s what we did. We won. Congratulations to us.” All within generally 500 words or less.
But with thought leadership articles, law firms can take readers behind the scenes and discuss how they overcame particular challenges and difficulties to secure a great result for their client.
When they do that, they’re showing off the knowledge, wisdom, and insights their attorneys have. That’s what resonates with clients and referral sources. They’re seeing more than just the end result: They’re seeing the attorneys’ thought process, their adaptability, their strategy, and their execution.
When clients and referral sources understand HOW a law firm was able to secure a great result for a client, they will gain a greater appreciation for how that law firm could help THEM with their legal or business issues and secure a similarly successful result.
Thought Leadership Articles Are Also More Versatile Tools Than Case Studies
When law firms produce thought leadership articles about a successful representation, they can distribute them just like they would a case study, such as via social media, email, and their website.
But there’s one key channel law firms can distribute their thought leadership articles through that they can’t distribute their case studies through: media outlets.
They can submit a thought leadership article to a thirdparty media outlet for publication, which gives them the opportunity to get it in front of people who might not already know the firm, might not be followers of the firm on social media, or receive the firm’s email newsletters. They’re exposing a whole new audience to their successful representation compared to a case study, which will almost always be transmitted through channels requiring a preexisting relationship with, or preexisting knowledge of, the law firm (e.g., website, social media, newsletter).
In addition to an article in a third-party publication, a law firm’s thought leadership regarding their successful representations can take multiple forms, such as podcasts, short- or long-form videos, and webinars.
Going even further, law firms can approach thought leadership regarding their successful representations from a bunch of different angles.
They might start with a “how we did this” format, where their attorneys walk through three, four, or five different challenges they encountered when representing a client and how they overcame those challenges to secure a great result.
But then, the attorneys have the opportunity to create derivative content, such as best practices for handling a type of legal issue or matter, or misconceptions when doing so, or red flags regarding some aspect of the legal matter at the center of their case study, or lessons learned from handling that type of legal matter, or even comparing and contrasting various ways to approach that type of legal matter.
A Few Words About Privilege and Confidentiality Concerns
While reading this post up to this point, you might have thought, “But what about confidentiality and privilege?
Won’t they impact how my law firm approaches discussing successful client representations in the form of thought leadership content?”
Of course they will, though those concerns will also impact how your law firm drafts its case studies.
When creating thought leadership content about how your firm approached a client matter, you and your colleagues will obviously need to not give too much detail about your client, their circumstances, and the ins and outs of their legal or business issue.
But you can still communicate the strategies your firm employed and the steps it took to assist the client in a way that does not divulge privileged or confidential information.
It’s actually a good thing that you don’t go into deeper detail about what your firm did.
By having to zoom out a bit, the thought leadership content will be applicable to more potential clients. Removing details about specific facts and events means more similarly situated clients will think that your law firm could help them with their similar legal or business issues instead of focusing on how your firm helped a client in a specific situation with specific facts and circumstances those similarly situated clients aren’t facing.
A Better Approach To Communicating Client Successes
Thought leadership content regarding successful representations of clients is a more effective and versatile tool for showcasing those representations than case studies. Their added depth and potential for both multimedia formats and derivative content should elevate them to the tool law firms use most often when discussing successful client representations in a marketing or business development context.
Sure, case studies have their place in the legal marketing and business development mix. But they can’t carry the intellectual and persuasive weight that thought leadership content about client successes can. n
Wayne Pollock is the founder of the Law Firm Editorial Service. The Law Firm Editorial Service sets free the knowledge and wisdom trapped inside Big Law and boutique law firm partners by collaborating with them to strategize and ethically ghostwrite book-of-businessbuilding marketing and business development content. Learn more at: www.lawfirmeditorialservice.com.
Management is about proper execution. More specifically, management is about executing the visions of your company’s leadership. Managers work in the present while leaders work in the future. Managers of people need to focus on how to get the people they manage to execute. Like many roles, there are any number of ways to manage people.
Some people micromanage their teams because they have the need to control what their subordinates or employees do, or they don’t trust their team members to execute on their own. There can be good reasons, or at least what feel like good reasons, to do so. For instance, many managers argue that the product is going out under the manager’s name or the name of the company and it’s up to them to make sure it’s as good as can be. Those types of managers have a blind spot and don’t realize that having control of the product or goal is different from micromanaging the process to reach that product or goal.
I think a better way to manage is to guide your team while giving them the freedom and flexibility to work towards the end goal. A manager may think he or she has the best way to manufacture the widget or is a better writer than whoever is drafting something that will go out under their name. If you train your people well and then let them control the process, amazing things can happen.
George S. Patton once said, “If you tell people where to go, but not how to get there, you’ll be amazed at the results.” This is how products or processes are improved because innovation happens when people have a starting point and an ending point, as well as the opportunity to think outside of the box. It also provides great teaching moments for managers and their team.
Management 101: Hold on Loosely
by Neal H. Bookspan
In my world this means letting a younger attorney on my team lead a case or write the first draft of a pleading or document. In doing so, it doesn’t mean I have no say on what the plan or final work product will be, but I trust that once I provide the big picture, what we’re dealing with, and where we need to go that my team members can choose the path to get there. I regularly am intrigued and amazed at the ideas people come up with and use that I wouldn’t have thought of that result in work that reflects well on me and the entire team. Giving team members ownership in the process is a positive for everyone.
I challenge you to think about all this the next time you want to tell someone you manage exactly how to do what you’re asking them to do. Try telling them what you need and let them choose the path. You likely will get the same result as if you micromanaged them and probably will be surprised by how they got there. Either way you get what you need, but one path leaves the door open for innovation and positive feelings for your team members who know you trust them to do their job. n
Neal H. Bookspan is a Shareholder at Jaburg Wilk and has extensive experience in real estate, advising clients on the acquisition and sale of all types of commercial property, as well as residential and commercial real estate disputes. He also advises clients on issues related to bankruptcy (debtor/creditor issues), construction, and commercial litigation including the prosecution and defense of complex, multi-party disputes. Learn more at www.jaburgwilk.com.
CALIFORNIA SUPREME COURT
Civil Procedure/Discovery
California Case Summaries New California Civil Cases
by Monty A. McIntyre, Esq.
These recent cases summarized by Monty A. McIntyre are from his publication California Case Summaries™. Monty prepares short summaries (one paragraph), organized by legal topic, of every new published California civil and family law case that California lawyers can subscribe to on either a monthly, quarterly or annual basis. Monty also offers specialized practice area annual summaries in the areas of Employment, Family Law, Real Property and Torts. For more information go to https://cacasesummaries.com. A California civil trial lawyer since 1980, a member of ABOTA since 1995, a past president of the SDCBA and San Diego ABOTA, and also an expert Zoom user, Monty serves as a mediator, arbitrator and referee with ADR Services, Inc. handling cases throughout California in the areas of business, elder abuse, employment/wage & hour, insurance bad faith, legal malpractice, medical malpractice, personal injury, real property and wrongful death. Web: https:// www.adrservices.com/neutrals/mcintyre-monty/. To schedule a matter, contact Monty’s case manager Haward Cho, (619) 233-1323 or haward@adrservices.com.
City of Los Angeles v. Pricewaterhousecoopers, LLP (2024) _ Cal.5th _ , 2024 WL 3894042: The California Supreme Court reversed the Court of Appeal decision that had reversed the trial court’s order concluding that plaintiff had been engaging in an egregious pattern of discovery abuse as part of a campaign to cover up its misconduct, and ordering plaintiff to pay $2.5 million in discovery sanctions to defendant. The Court of Appeal concluded that the trial court did not have the authority to issue the order under the general provisions of the Civil Discovery Act concerning discovery sanctions, Code of Civil Procedure sections 2023.010 and 2023.030. The California Supreme Court disagreed, concluding that under the general sanctions provisions of the Civil Discovery Act, Code of Civil Procedure sections 2023.010 and 2023.030, the trial court had the authority to impose monetary sanctions for plaintiff’s pattern of discovery abuse. The trial court was not limited to imposing sanctions for each individual violation of the rules governing depositions or other methods of discovery. (August 22, 2024.)
Employment
Turrieta v. Lyft, Inc. (2024) _ Cal.5th _ , 2024 WL 3611975: The California Supreme Court affirmed the Court of Appeal’s decision that had affirmed the trial court’s order denying motions, by other employees who had filed separate PAGA actions against defendant employer, to intervene in this
PAGA action and submit objections to the settlement and to vacate the judgment. This case involved what has become a common scenario in PAGA litigation: multiple persons claiming to be an “aggrieved employee” within the meaning of PAGA file separate and independent lawsuits seeking recovery of civil penalties from the same employer for the same alleged Labor Code violations. The California Supreme Court observed that a PAGA plaintiff may use the ordinary tools of civil litigation that are consistent with the statutory authorization to commence an action such as taking discovery, filing motions, and attending trial. However, the California Supreme Court concluded that it would be inconsistent with the scheme the Legislature enacted for PAGA cases to allow other PAGA plaintiffs to intervene in an ongoing PAGA action of another plaintiff asserting overlapping claims, to require the trial court to consider objections to a proposed settlement in that overlapping action, and to allow other PAGA plaintiffs to move to vacate the judgment in that action. This conclusion best comports with the relevant provisions of PAGA as read in their statutory context, in light of PAGA’s legislative history, and in consideration of the consequences that would follow from adopting the interpretation requested by the other PAGA plaintiffs. (August 1, 2024.)
Torts
Rattagan v. Uber Technologies, Inc. (2024) _ Cal.5th _ , 2024 WL 3894629: The California Supreme Court answered a question posed by the United States Court of Appeals for the Ninth Circuit: Under Robinson Helicopter v. Dana Corp. (2004) 34 Cal.4th 979 (Robinson), may a plaintiff assert a tort claim for fraudulent concealment arising from or related to the
performance of a contract? The California Supreme Court said the answer is a qualified yes. A plaintiff may assert a fraudulent concealment cause of action based on conduct occurring in the course of a contractual relationship if the elements of the claim can be established independently of the parties’ contractual rights and obligations, and the tortious conduct exposes the plaintiff to a risk of harm beyond the reasonable contemplation of the parties when they entered into the contract. The economic loss doctrine does not apply if defendant’s breach caused physical damage or personal injury beyond the economic losses caused by the contractual breach and defendant violated a duty flowing, not from the contract, but from a separate, legally recognized tort obligation. (August 22, 2024.)
CALIFORNIA COURTS OF APPEAL
Arbitration
Anoke v. Twitter (2024) _ Cal.App.5th _ , 2024 WL 4230621: The Court of Appeal affirmed the trial court’s order denying plaintiffs’ petition for an order compelling defendants to pay plaintiffs’ arbitration-related attorney fees under Code of Civil Procedure section 1281.97 for failure to pay the initial arbitration fees within 30 days of the original invoice. The arbitration provider sent an invoice to all counsel for the initial fees of defendants of $27,200. Plaintiffs’ counsel paid the fees the same day. When defense counsel checked the system the next day, the arbitration provider’s system showed the fees were paid in full. Plaintiffs’ counsel notified the arbitration provider of his mistake this same day. The arbitration provider sent a refund to plaintiffs’ counsel, and later sent an invoice for defendants’ initial arbitration fees which defendants paid within 30 days of that invoice. The trial court properly denied plaintiffs’ petition. Because the arbitrator nullified the first invoice after plaintiffs’ attorney mistakenly paid it, and defendants timely paid the second invoice, defendants met the statutory deadline. (C.A. 1st, filed August 27, 2024, published September 18, 2024.)
Insurance
Fox Paine & Co., LLC, et al. v. Twin City Fire Insurance Co. et al. (2024) _ Cal.App.5th _ , 2024 WL 4093921: The Court of Appeal affirmed the trial court’s order sustaining demurrers, without leave to amend, by two defendant excess carriers named in plaintiffs’ third amended complaint against three excess carrier defendants alleging, among other things, that they had failed to pay covered claims in underlying litigation and alleging causes of action for breach of contract, declaratory judgment, breach of covenant of good faith and fair dealing, aiding and abetting breaches of fiduciary duty . The trial court properly overruled the demurrer of defendant excess carrier Twin City Fire Insurance Company (who issued the first excess
and third excess policies), properly concluding that plaintiffs had sufficiently alleged exhaustion of the primary insurance policy such that the first excess coverage policy was triggered. The trial court properly sustained, without leave to amend, the demurrers of the other two excess carrier defendants (who issued the second and fourth excess policies), properly concluding that plaintiffs did not allege exhaustion of the underlying policies. The trial court also properly rejected plaintiffs argument that excess carrier defendant St. Paul Mercury Insurance Company had waived or was estopped from asserting lack of exhaustion as a coverage defense because it had settled with other insured entities in a separate action. (C.A. 1st, September 5, 2024.)
Legal Malpractice
Grossman v. Wakeman (2024) _ Cal.App.5th _ , 2024 WL 4034844: The Court of Appeal reversed the judgment for plaintiffs, following a jury trial, that awarded plaintiffs damages totaling $9.5 million. Plaintiffs were the sons and grandchildren of decedent Dr. A. Richard Grossman. Defendants were the attorney (and his law firm) who represented decedent, Dr. Grossman, in preparing estate planning documents in 2012 which disinherited plaintiffs. Decedent left his entire estate to his fourth wife, Elizabeth Grossman, whom he married in 2000 and whom he remained married to until his death in 2014. The jury concluded that plaintiffs were the intended beneficiaries of the estate planning documents, and defendants had breached the standard of care owed to plaintiffs in the preparation of the documents and plaintiffs were damaged by defendants’ negligence. The Court of Appeal disagreed, concluding that the evidence was insufficient to show that defendant owed a duty of care to plaintiffs because there was no clear, certain and undisputed evidence of decedent’s intent to benefit plaintiffs by leaving his estate to them instead of to Elizabeth Grossman. (C.A. 2nd, September 4, 2024.)
Torts
Kim v. Uber Technologies, Inc. (2024) _ Cal.App.5th _ , 2024 WL 4259284: The Court of Appeal affirmed the trial court’s order granting defendant’s motion for summary judgment in plaintiff’s action for personal injuries suffered when his car was hit by an Uber driver who had turned his Uber App to “offline” about four minutes before the accident and more than a mile away from the accident site. Plaintiff argued that Uber drivers can go from “offline” to “available” within 30 seconds and they are able to see an Uber map showing areas of high demand for rides even when they are “offline,” claiming there was a triable issue of fact as to whether the driver was operating his vehicle with the intention of switching back to available status at the time of his collision with plaintiff. The trial court properly concluded that plaintiff’s arguments were speculative and properly granted the motion for summary judgment. (C.A. 2nd, filed August 30, 2024, published September 20, 2024.) n
VOICES Anna Yum’s Fight Against Workplace Sexual Harassment EMPOWERING
With a background in criminal law and a focus on victim advocacy, Anna R. Yum blends civil and criminal expertise to achieve justice for those in need.
by Dan Baldwin
Growing her firm from solo practitioner to boutique status during the past ten years, Anna R. Yum, Founder of the Law Offices of Anna R. Yum, built a formidable reputation as a top criminal defense lawyer and as an advocate for victims of sexual harassment and assault.
Drawing on her experience as a former DA in the Riverside County District Attorney’s Office sex crimes unit, Yum found a natural transition into representing victims of sexual harassment in civil cases.
Criminal law has been Yum’s primary focus for 18 years, but for the last ten plus years, she has been increasing her workload into more sexual harassment cases. “I enjoy working for women who have been sexually assaulted or harassed in the workplace, especially since I’ve worked with so many clients who were fearful of losing their job if they brought forward a case.” Many of these clients have a fear that no one will believe them. Often the victims are single mothers with bills to pay and children to raise who fear losing their jobs if they make a complaint.
“I’ve always been dedicated to fighting for justice, whether in a criminal or civil courtroom. Helping women stand up to their harassers is just another way I can make a difference,” she says.
Yum has handled numerous high-profile civil cases, recovering millions for her clients. One case involved two women who worked at a company where a supervisor created a hostile work environment, sexually assaulting one and engaging in unwanted and inappropriate sexual behavior with the other. Yum’s dedicated advocacy led to a settlement that held the perpetrator accountable and also empowered her clients to move forward in their personal and professional lives.
“Fighting for these women gives them the courage to say, ‘This isn’t okay,’ and to take back control of their futures. It’s about more than just the money—it’s about restoring their sense of dignity and ensuring their voices are heard,” Yum says.
Continuing to Defend Those Who Need it Most
“There’s a difference between paper law and trial law. One of the real advantages we offer is the extensive trial experience my attorneys and I have. We know our way around the courtroom. We do our best for our clients, and we deliver excellent results,” she says.
Anna Yum, Founder
“Our criminal defense clients know that we fight as hard as ever for them. We understand what’s at stake— people’s lives, careers, and families.”—Anna Yum
Criminal law was always exciting for her because she had always wanted to be in the courtroom. In law school she excelled in oral advocacy and mock trial and even then knew she didn’t want to wait five years to see the inside of a courtroom. Yum made a very conscious decision to work for the government right out of law school because she knew that’s where a young attorney could get the most trial experience. One of her professors said that if a student wanted to be a trial lawyer, he should work for the government as a public servant because that’s where someone truly gets to understand the variety of cases he will face. That proved to be good advice. “In criminal law we’re not fighting over money; we’re fighting for people’s lives. Their future and their lives. I didn’t take it lightly. When you’re a DA the defendant is a name on a piece of paper, but in criminal defense you’re focusing on people’s lives. It’s a lot more personal,” she says.
“During the most terrifying time of my life, when I found myself facing 31 felonies with no prior involvement with the law… Anna Yum is not just a brilliant legal mind but also a compassionate and caring individual. She took on my case with dedication and professionalism, treating me not as just another client, but as a person in need of help... Throughout the process, Anna worked tirelessly on my behalf, investing countless hours to secure the best possible outcome. Her expertise and unwavering commitment led to a remarkable result: from facing 31 felonies, I ended up with a single misdemeanor charge, no contest, and no jail time. It felt nothing short of a miracle.” —Lilly Nunez
Even with the growth of her civil practice, Yum remains deeply committed to criminal defense. Her firm continues to represent individual persons facing serious criminal charges with the same passion and expertise that has defined her career. “Criminal defense will always be a cornerstone of our practice. We’re still fighting for people’s futures every day,” she says. Her background as a former prosecutor gives Yum and her team a unique edge in the courtroom, where they defend clients against charges ranging from misdemeanors to felonies. One case stands out: a young medical student facing felony charges that threatened his entire future. Yum was able to secure a complete dismissal, allowing him
to continue his education and become a licensed physician.
“Our criminal defense clients know that we fight as hard as ever for them. We understand what’s at stake—people’s lives, careers, and families.”
For example, Attorney Logan Noblin and Attorney Russell Babcock (a former employee who is now on his own) recently secured a not guilty verdict on a child molestation trial. The firm’s client was facing life in prison if convicted. There were very salacious allegations concerning child molestation from the client’s wife. There were some significant issues in the case concerning the credibility of the child’s mother/client’s wife, as well as an absence of DNA. After a two-week trial, the jury acquitted him and he was reunited with his family.
These types of cases appeal emotionally as well as rationally because she is a working parent. Yum understands how much work is involved in juggling mom duties while still trying to earn a decent living, hold a job in a turbulent economy and advance in a chosen career. “It’s so disheartening to see many clients who feel like they don’t have legal remedies (or don’t believe they have legal remedies) because there’s too much at stake and they don’t want to risk losing their jobs. It’s been truly a blessing to work on these types of cases over the years,” she says.
Management by Supervision and Delegation
“One of my biggest challenges in the past ten years was to delegate and hire good talent. That was a real gamechanger for me. That’s one of the great things that has happened – to grow as a business, but not at the expense of the client. Client satisfaction is my utmost priority.”
Yum combines supervision of her entire team with a willingness to give individual members genuine responsibility for their actions. She supervises the entire team and is in charge of the legal staff, but she created a mid-level management staff to supervise personnel in entry roles. They have roundtable meetings to discuss cases and options. She maintains an open-door policy, so attorneys frequently step in and run cases by her. An operations manager, an intake specialist and a client services specialist keep the day-to-day operations running smoothly.
Yum places a priority on accurate and up-to-date communication with each client. “We’re very good about client communications because that’s what drives the client. In my line of work, I’m dealing with people facing the most difficult times of their lives, especially when it comes to their freedom and their future. We’re really big about customer service and client satisfaction. If there’s no communication, there’s a breakdown of the attorney-client relationship. That doesn’t happen here.”
Yum created a diverse firm that incorporates different cultures as members of the team. They have several members who are bilingual and fluent in Spanish. Yum is fluent in Korean. Also, as a minority female, she takes great pride in supporting and attending events to promote PALSD, the Korean American Bar Association and other minority-oriented organizations. She also encourages some of their Latino team members to get involved in La Raza.
Out of the Office
“Ten years ago, I had only one child and I was into running half-marathons. It’s crazy to see how much your life changes in ten years.”
Today she still leads an active life outside of the office. Most of her hobbies these days involve picking up and dropping off her kids at their respective schools and supporting them in school sports and activities. She and her husband are raising two boys ages ten and eight. She says the time she isn’t investing in her career is invested in her family. “I want them to see that I’m kicking butt in my career and at the same time being the best mom I can be.” Yum and her husband enjoy a weekly date – just the two of them. She also continues to eat a healthy diet, work out regularly and to maintain a balance in health and wellbeing.
Senior Associate Logan Noblin, Founder Anna Yum, and Operations Manager Elizabeth Borg
Yum is active in the legal community and the community at large. She participated in the San Diego Volunteer Lawyer Program this year to assist people with their legal needs specifically for small businesses. She is frequently invited to speak to pre-law college students at UCSD and SDSU to discuss her career and to answer their questions about pursuing a career in law. She has been called on for her legal expertise by the news media, including Fox News, HLN, CNN, Discover ID, Court TV, and Law & Crime.
One of the things she hopes to instill in her young boys, her team at The Law Offices of Anna R. Yum, and to the many students she addresses, is her passion for the law and for the people the law serves. “It sounds cliché, but helping people at the darkest moments of their lives. I’ve seen grown men cry in my office or when I’ve seen them in custody. I’ve seen people reveal their deepest, darkest secrets and feeling like there’s no hope. The biggest thing for me is giving my clients a genuine sense of hope,” she says.
Expanding While Staying True to Her Roots
While her firm has expanded its scope, Yum maintains the personal touch that has always set her practice apart. “Even as we grow, I’m still very hands-on with my criminal defense cases. My clients come to me during the most challenging moments of their lives, and it’s important that they know I’m there for them every step of the way.”
This growth into civil law has not only allowed Yum to advocate for more clients but has also enhanced her criminal defense practice by broadening her perspective. “Whether it’s in the criminal or civil courtroom, the goal is the same—protecting my clients and ensuring justice.” n
Contact
Anna R. Yum Law Offices of Anna R. Yum 501 W. Broadway, Suite 1660 San Diego, CA 92101 (619) 233-4433 www.annayumlaw.com
» EDUCATION
• Northwestern University, ranked 6th in the country, with a Bachelor of Science in Communications Studies and International Studies
• University of San Diego School of Law, Juris Doctor (J.D.) Judicial Externship with Senior Federal Court Judge Robert M. Takawsugi in the Central District of California
» LICENSES
• Admitted to practice law in California.
• Admitted to practice law in the United States District Court, Central District of California.
• Admitted to practice law in the United States District Court, Southern District of California.
• Admitted to practice law in Illinois
» ASSOCIATIONS AND MEMBERSHIPS
• San Diego Criminal Defense Lawyer’s Club
• San Diego County Bar Association
• Criminal Defense Bar Association of San Diego
• San Diego Korean American Bar Association
• State Bar of California
• Consumer Attorneys of San Diego
» AWARDS
• Super Lawyers–2025
• US News & World Report–Best Lawyers
• Martindale Hubbell AV Preeminent Rated Lawyer
• The Nation’s Top 1%–National Association of Distinguished Counsel
• The National Trial Lawyers: Top 100 Trial Lawyers
• Avvo.com Client’s Choice Award
• Avvo.com rating of 10 out of 10 as a Top Attorney practicing Criminal Defense based upon client reviews and peer endorsements
• American Law Media (ALM) 2021 Women Leaders in Law–as published in The National Law Journal and The American Lawyer
• San Diego Metro Magazine Top DUI Attorneys in San Diego–2011
» LEGAL ANALYST/COMMENTATOR
• Fox News Channel
• Fox
•
Artificial intelligence (AI) has revolutionized content creation, turning what was once a time-consuming task into a smooth, efficient process. With AI tools, marketers can now produce high-quality content faster, allowing them to focus on strategic goals. But how can law firms leverage these advancements to enhance their marketing efforts?
In this article, we’ll delve into the top types of AIgenerated content, insights from HubSpot’s State of AI survey, and practical tips for integrating AI into your law firm’s content strategy.
Top Content Types for Generative AI
AI-generated content is becoming increasingly popular among marketers. According to HubSpot’s State of AI survey, 46% of U.S. marketers regularly use AI to create marketing content. The most common content types include:
• Emails and Newsletters: AI can optimize email timing, generate catchy subject lines, and perform A/B testing to boost engagement.
• Social Media Posts: AI helps create content ideas and headlines and even optimize posting schedules based on audience behavior.
• Blog Posts and Long-Form Content: AI tools assist with topic generation, drafting, and personalizing content for specific audiences.
• Product Descriptions, Landing Pages, and Whitepapers: AI helps create concise, impactful messaging for various marketing channels.
AI-Generated Marketing Content in 2024
As AI continues to evolve, its role in marketing will only grow. In 2024, the global market for AI in marketing is projected
How Law Firms Can Benefit from AI-Generated Marketing Content
by Evan Powell
to reach $2.6 billion, driven by businesses leveraging AI to create personalized, scalable content.
Law firms can use AI to produce high-quality content across platforms like social media, blogs, and email marketing. With AI, you can automate repetitive tasks, freeing time for more strategic activities like client relationship management and case strategy.
Pros and Cons of AI-Generated Content Marketing
Pros:
• Efficiency and Scalability: AI tools allow you to generate content quickly and efficiently, maintaining a consistent online presence.
• Personalization: AI analyzes client behavior, enabling more personalized content that resonates with your audience.
• Cost-Effectiveness: Automating content creation reduces labor costs, allowing your firm to allocate resources more effectively.
• Data-Driven Insights: AI can analyze vast data sets to uncover trends and optimize content strategies. Cons:
• Quality and Authenticity Concerns: AI-generated content can sometimes feel generic or disconnected, requiring human review and editing.
• Ethical and Privacy Issues: AI tools rely on large data sets, which can raise privacy concerns. Ensuring compliance with regulations like GDPR or the CCPA is critical.
• Dependence on Technology: Over-reliance on AI can stifle creativity, so it’s important to maintain a balance between AI-generated content and human input.
AI-Generated Content Marketing Tips
• Treat AI as a Collaborator: AI should enhance, not replace, your content creation process. Use AI to generate outlines, research, and initial drafts, then personalize the content with your firm’s unique insights and expertise.
• Automate SEO and Content Distribution: AI tools like HubSpot’s content assistant and SEO platforms can optimize your content for search engines, ensuring your law firm’s content is always relevant and visible.
• Focus on Dynamic Content Optimization: Leverage AI to monitor real-time data on how different segments of your audience interact with your content.
• Use Creative AI Prompts: When brainstorming, AIgenerated prompts can inspire unique angles or topics that you may not have considered. This keeps your content fresh and engaging.
Key Takeaways
AI has the potential to transform your law firm’s marketing strategy by streamlining content creation, enhancing personalization, and providing data-driven insights. While AI-generated content offers efficiency and scalability, it’s essential to balance its use with human oversight to ensure quality and authenticity. n
Evan Powell is an Account Strategist at Good2bSocial. Mr. Powell has been a driving force in the digital marketing realm for over two years. Equipped with a degree in Business Administration from the University at Buffalo, specializing in Marketing, he’s crafted numerous successful advertising campaigns and fostered lasting client relationships. Learn more at www. good2bsocial.com.
In a world full of mergers and monopolies, count on us to keep it real.
When it comes to court reporting, video and litigation services, Peterson delivers real reporters, real experience, and real service. Day by day, year by year, case by case, we’ve been setting the high bar for integrity, technology and reach for over 35 years.
Independently owned and operated
100% Woman-owned Business
WBE Certified
Serving CA and the US since 1986
Having served as a mediator for over 30 years, I have observed in-house counsel trying, with varying success, to manage outside counsel and others in the mediation process, including the neutral. Optimal results in mediation are not assured simply by retaining highly qualified outside counsel and mediators.
As a result of my experience, I offer in-house counsel the following practical tips to make better use of these chosen professionals to achieve more favorable outcomes for your company.
These tips also provide guidance to outside counsel and other neutrals as they seek to work with in-house counsel and each other to improve their own effectiveness as well as that of each participant in this important dispute resolution process.
One of the most critical steps in optimizing use of outside counsel and mediators is to establish clear roles and expectations from the outset. This clarity helps prevent misunderstandings, streamlines the process and helps everyone work toward the same goals.
When working with outside counsel, start by drafting a detailed negotiation strategy that outlines:
• The scope of the negotiation strategy
• Key performance indicators (KPIs) and success metrics
• Reporting requirements and frequency
• Budget constraints and billing procedures
• Decision-making authority and escalation processes
Make clear to your mediators:
• The desired outcome of the mediation from your company’s long-term business perspective
• Any non-negotiable terms or deal-breakers
• The level of settlement authority granted to the mediation team
• Whom you may need to consult to obtain different authority, either as to amount or non-monetary terms
By setting these parameters early, you create a framework for accountability and efficiency. Regular check-ins to review and adjust these expectations as needed will help maintain alignment throughout the process.
Tips for Making Better Use of Outside Counsel and Mediators
by Karl Bayer
Effective communication is the cornerstone of any successful litigation management strategy. As in-house counsel, you play a pivotal role in facilitating open and transparent communication between all parties involved.
Implement the following practices to enhance communication:
1. Schedule regular status meetings with outside counsel to discuss case progress, strategy adjustments and any emerging issues.
2. Establish a secure, centralized platform for document sharing and collaboration. This procedure helps provide all parties with access to the most up-to-date information and reduces the risk of miscommunication.
3. Encourage direct communication between outside counsel and key stakeholders within your company when appropriate. This action can help outside counsel better understand the business context and tailor their strategy accordingly.
4. Create a clear escalation protocol for urgent matters or decisions that require immediate attention.
5. Consider organizing and participating in pre-mediation conferences with the mediator to discuss case dynamics, potential roadblocks and strategies for moving negotiations forward.
By fostering a culture of open communication, you will be better positioned to address challenges proactively and capitalize on opportunities as they arise.
Many in-house counsel make the mistake of viewing mediation as a last resort or a mere formality before trial. However, engaging with a mediator early in the dispute resolution process can provide significant advantages.
Consider the following approaches:
• Involve the mediator in case assessment: A skilled mediator can offer valuable insights into the strengths and weaknesses of your case from a neutral perspective. This can help you refine your strategy and set realistic expectations for settlement.
• Use the mediator to facilitate information exchange: In complex cases, mediators can help structure and oversee the exchange of key information between parties. This procedure can streamline the discovery process and potentially lead to earlier resolutions.
• Explore creative solutions: Mediators often have experience with a wide range of dispute resolution techniques. Engaging them early allows for the exploration of innovative settlement structures that may not be available through traditional litigation.
• Address emotional barriers: In high-stakes disputes, emotions can often hinder productive negotiations. Skilled mediators can help diffuse tension and create an environment conducive to settlement discussions.
• Conduct pre-mediation sessions: These sessions can help identify and address potential roadblocks before the formal mediation begins, increasing the chances of a successful outcome.
By leveraging the mediator’s experience throughout the dispute resolution process, you can often achieve more favorable outcomes more efficiently.
While outside counsel will be responsible for much of the day-to-day case management, as in-house counsel, you play a crucial role in developing and overseeing the overall case strategy. This strategy should align with your company’s broader business objectives and risk tolerance.
To develop a comprehensive case strategy:
• Conduct a thorough risk assessment: Work with key stakeholders to identify potential impacts on the business, including financial, reputational and operational risks.
• Set clear objectives: Define what constitutes a “win” for your company, whether it is a specific settlement amount, preserving a business relationship or setting a legal precedent.
• Develop decision trees: Map out various scenarios and decision points to help guide your approach as the case progresses.
• Allocate resources effectively: Determine which aspects of the case require the most attention, and allocate your budget and personnel accordingly.
• Plan for contingencies: Anticipate potential challenges or setbacks, and develop response plans in advance.
• Align the strategy with business goals: The legal strategy should support the company’s overall business objectives and should not create unintended consequences.
By developing a comprehensive strategy and sharing it with outside counsel and the mediator, you are increasing the likelihood that all efforts are aligned and focused on achieving
the best possible outcome for your company. The conclusion of a mediation, whether successful or not, presents a valuable learning opportunity. Conducting thorough post-mediation debriefs can help you refine your approach for future disputes and continuously improve your use of outside counsel and mediators.
Key elements of an effective post-mediation debrief include:
• Outcome analysis: Evaluate the mediation outcome against your initial objectives. Identify areas where you achieved your goals and where you fell short.
• Strategy assessment: Review the effectiveness of your overall strategy and tactics. Determine what worked well and what could be improved.
• Team performance: Assess the performance of both inhouse and outside counsel. Identify strengths to leverage and areas for improvement.
• Mediator effectiveness: Evaluate the mediator’s performance and consider whether you would use them again for similar cases.
• Lessons learned: Document key takeaways and insights that can be applied to future disputes.
• Process improvement: Identify any procedural or systemic issues that hindered the mediation process, and develop plans to address them.
• Client feedback: If appropriate, solicit feedback from key stakeholders within your company about their perceptions of the process and outcome.
By consistently conducting these debriefs, you create a feedback loop that allows for continuous improvement in your approach to dispute resolution.
As in-house counsel, effectively managing outside counsel and mediators is crucial to achieving favorable outcomes in complex legal disputes. By implementing these five tips— clearly defining roles and expectations, facilitating open communication, leveraging mediator experience early, preparing comprehensive case strategies and conducting postmediation debriefs—you can significantly enhance the value you derive from these professional relationships. n
Karl Bayer joined JAMS in Austin in 2024, bringing over 30 years of dispute resolution experience to the Texas panel. Karl is a sought-after mediator and arbitrator in technology disputes. He frequently serves as a courtappointed neutral in intellectual property matters. In particular, he assists parties in federal court as an appointed “Markman master”, in pre-trial discovery matters and as a technical advisor to the court. Learn more at www.jamsadr.com/bayer/.
Whether you’re confident in your social media skills or still think it’s something “the kids use,” social media can give your networking efforts a significant boost. Social media is just one tactic in your toolbelt, and how you use it depends on your goals. Let’s explore eight ways social media can enhance your professional networking and development. If any of these align with your goals, it’s time to make social media a key component of your strategy.
Professional Networking
Social media platforms, especially LinkedIn, offer incredible opportunities for professional networking. Lawyers are particularly comfortable with LinkedIn, which allows you to connect with peers, join professional groups, and engage in discussions. By following thought leaders, industry experts, and professional organizations, you can stay updated on legal trends, developments, and best practices.
Tip: Follow relevant hashtags that resonate with your practice areas or client interests, and engage with content in those spaces.
Client Outreach & Education
Social media is a great way to raise awareness about your services. Posting educational content ensures that your clients see you as a go-to resource. However, it’s crucial to know where your audience is. While LinkedIn is excellent for engaging with other lawyers, your clients might be hanging out elsewhere. Find the platforms where your clients are most active and meet them there.
Supercharge Your Networking with Social Media: A Lawyer’s Guide
by Lindsay Griffiths
Storytelling for Deeper Connections
Storytelling is one of the most powerful tools on social media. Sharing success stories, client testimonials, or your personal journey can foster deeper connections with your audience. Whether it’s highlighting the impact of your legal work or demonstrating your expertise, stories make your posts more engaging and humanize your work. Interested in learning more about storytelling in legal? I’d be happy to chat further on how to effectively use this tool.
Advocacy & Promoting Causes
Social media can be an effective platform for promoting causes, raising awareness for social justice issues, and advocating for legal reforms. By sharing success stories and engaging with community-based initiatives, you can build support for important legal work.
Building Community Relationships
Social media helps you build stronger relationships within your community. You can answer general questions, provide real-time updates, and promote workshops or community events. It’s also a great platform to promote legal clinics and reach a wider audience.
Remember: Always be mindful of the platforms your community members use most frequently.
Professional Development
LinkedIn provides excellent access to webinars, online courses, and resources shared by other attorneys. By staying engaged with these opportunities, you can continue developing your professional skills and expanding your knowledge.
Building Your Reputation
By consistently sharing valuable content and engaging with other professionals online, you can establish yourself as a knowledgeable and trustworthy legal professional. Social media also offers an opportunity to connect with potential collaborators, including legal professionals, nonprofits, and community organizations.
Managing Your Social Media Presence
Maintaining professionalism on social media is crucial. Always uphold confidentiality and legal standards when engaging online. To build engagement and trust, be consistent with your posting, respond to interactions, and use a mix of multimedia to make your content more engaging.
Maximizing Your Strategy: Connecting with Community Partners
Even if your focus is on in-person engagement, social media offers valuable insights. Here’s how to leverage it:
• Follow them on social media: Learn more about your community partners by following them on platforms like LinkedIn to stay updated on their latest news and events.
• Google Alerts: Set up alerts for mentions of your key contacts in the news, helping you stay informed about their activities.
• Leverage mutual connections: LinkedIn makes it easy to see if you have mutual connections within organizations you’re trying to engage. Utilize these relationships to build stronger ties.
Networking at Events: Enhancing Your Efforts
If you’re attending a networking event, social media can be a powerful tool before and after:
• Connect with attendees: If you have access to an attendee list, reach out via LinkedIn with a personalized note explaining why you’re connecting. If not, follow up with people you meet after the event.
• Build thought leadership: Consider developing your own thought leadership content based on the interests of your target companies. Engage with their posts by commenting, sharing insights, and starting conversations.
Developing Your Own Platform
While platforms like LinkedIn are great for sharing content, I always advise creating your own platform—a place where you own your content. This could be a blog or a personal website. Why? Social media platforms can change or disappear, taking your content with them. Having your own space ensures you maintain control over your thought leadership.
Final tip: Use relevant hashtags and engage with the discussions happening in the comments and replies. Sharing posts of interest to key contacts helps keep you on their radar.
Engage Fully with Your Social Media Presence
When using LinkedIn, identify a few groups that align with your interests. Engage by asking questions, posting comments, and sharing relevant content. This active participation will not only expand your network but also generate new content ideas and opportunities for collaboration.
By incorporating these strategies, social media can transform your networking efforts, making it easier to connect with key contacts, develop professional relationships, and build your reputation as a thought leader in the legal community. n
Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Learn more at www.iln.com
Imagine seeing five different exit signs on the highway for the same destination. Confusing, right? Multiple sites for one firm can be similarly misleading for a law firm’s prospective clients.
Some firms come to us with several sites for a single practice. They may have been told that this is a way to get more irons in the fire and dominate the SERPs. While there are a few exceptions, the rule is that a multi-site strategy usually does more harm than good for a firm’s visibility.
Let’s cover the whole scope: why multiple websites appeal to law firms, how Google treats a single brand with multiple sites and the SEO advantages of a single-site approach.
Why Firms Think They Need Multiple Sites
Tricking Google with multiple websites? A delightful illusion, unfortunately, that many lawyers cling to in a misguided attempt to dominate the search engine results pages (SERPs).
Firms may feel that they could achieve ranking with several URLs for the same keywords, filling the first page of Google with multiple sites that drive traffic back to the main brand.
However, the multiple-site approach to SEO for lawyers tends to backfire.
SERP cannibalization often leads to multiple pages and multiple sites from the same company competing for the same keywords. This can confuse search engines and dilute page authority. The result is that none of the pages rank well.
Plus, managing multiple sites stretches you thin, requiring unique content and SEO strategies for each site which leads to inefficiencies and inconsistency instead of boosting visibility.
Google’s View On Multiple Sites
“Duplicate content is not only confusing for users, it’s also confusing for search engines. Creating one great site instead of multiple microsites is the best way to encourage organic growth over time.” –Google
Google encourages businesses to focus on a single website. This is especially important in light of new algorithm updates that combat spam.
Multiple Websites for One Law Firm
by Omnizant
Google ranks pages based on the authority of the site. Backlinks are generally good for SEO, but they can also be very spammy. A huge influx of backlinks, especially on new sites, may be viewed as inauthentic or spammy.
Quality Matters More Than Quantity
Increasingly, Google is looking at other signals beyond backlinks to assess a site’s authority and trustworthiness. Instead of spreading your SEO budget thin across multiple domains, Google is saying it’s more effective to create high-quality content and build genuine relationships with reputable websites.
SEO Disadvantages of Multiple Sites
• Splitting your resources: Each new site requires time and effort to develop content, gain backlinks, and establish domain authority.
• Bye-bye budget: The financial commitment to succeeding with multiple sites is significant. Most firms are better off investing in a single, optimized platform.
• Reputation issues: Multiple sites can confuse prospects. When people encounter similar content across different sites, they may question your firm’s legitimacy. Decreased trust means decision fatigue and decreased leads.
SEO Advantages of a Single Site
Focusing your efforts on one robust website can more effectively communicate your value proposition and engage your audience.
• Reputation enhancement: By consolidating efforts into one site, you strengthen your firm’s authority and trustworthiness for both search engines and users.
• Better ROI: A single-site strategy offers better ROI by streamlining your SEO efforts. This approach simplifies management, reduces costs, and allows more investment in high-quality content, user experience, and technical SEO.
• Clearer data: A single site makes monitoring analytics easier, offering more accurate insights into audience behavior for informed decision-making.
Exceptions
There are a few situations where multiple sites might be beneficial.
• Sub-brands: If you’re experimenting with reaching a whole new audience under an entirely different brand, you might try a separate site to avoid confusing your existing clientele. Perhaps you’ve been serving car accident personal injury clients in Chicago but you want to try reaching farm worker injuries in rural Illinois. In this case, the SEO strategies will be very different regardless. (We should note that we don’t usually recommend creating a second brand to reach different audiences; often when firms try to “branch out” with new brands they struggle with authority signals because the brand doesn’t have any history or momentum.)
• Microsite: If you’re launching a product or promoting an upcoming event, you may want to develop a one-off site. But the SEO investment in microsites should be proportional.
• Internationalization: If you’re working in multiple countries, you may need dedicated sites tailored to local markets. These sites should offer content and user experiences that resonate with cultural, linguistic, and legal differences (i.e., it goes beyond mere translation).
In each of these cases, separate websites can help ensure that your messaging aligns with your intended audience all while ultimately supporting your broader business goals.
Of course, multiple domains make a lot of sense if you’re trying to get ahead of common misspellings or name variations or prevent competitors from snapping up related terms. But these domains will usually point to the same single website.
Review and Next Steps
The right approach to legal SEO should combine tested principles with personalized tactics specifically adapted to your firm, your market, and your growth goals. n
Since 2006, Omnizant’s team of digital marketing experts, designers, developers and writers has helped over 2,000 law firms develop powerful websites that drive business growth. Learn more at www.omnizant.com.
DON’T MISS OUT ON MILLIONS IN REFERRAL FEES
We’ve Got Nevada Covered Too.
MEET OUR NEVADA LICENSED ATTORNEYS
We invite you to visit our Las Vegas office, located across the street from the Courthouse, where we offer attorneys use of our full courtroom to conduct focus groups, mock trials, and witness preparation.
Panish | Shea | Ravipudi LLP attorneys fight every day to obtain justice for our clients and make a difference in their lives. But our expertise in personal injury litigation doesn’t stop at the California state line. With 20 attorneys licensed in Nevada, we have obtained record r esults in the state. The firm welcomes all joint venture opportunities, including with attorneys who want to stay more actively involved in a case.
