designer knows that logo design and brand identity design is about more
than just good font choice, typesetting, layout, balance and execution.
It is the reasoning behind these choices that makes a truly great logo and brand
get there, the designer requires a certain amount of information and
communication from the client. So if your law firm is in need of a logo
or brand identity, or you think it's time to rebrand, here are some
things to consider before you first consult your designer.
1. What is the most important part or mission of your law firm?
2. Who are you targeting?
3. How do you want your target to perceive your brand?
there are many more questions and things to think about when defining a
brand identity or logo, these three questions are an excellent place to
start. It may seem like these types of questions wouldn't matter to the
person choosing the fonts and colors for your logo and brand identity,
but different designs attract different target markets and arouse
different emotions in different people. For example, in the picture to
the right, notice how the top font choice and type treatment gives off a
luxurious and strong feel, while the bottom font choice and type
treatment feels more humble and welcoming.
learn more about constructing a solid brand identity, be sure to
register for our Spring Workshop where I will teach more about law firm
branding, identity and graphic design.
by April Leabo, Production Manager Customer Service
It's time to update your March
print newsletter and connect with your estate planning and elder law firm's top
clients and prospects. Not sure how to connect? How about using page four to share
a fond memory or tradition from your family. Follow that with a summary about
the importance of caring for the elder's in our lives and strategies for proper
long-term care planning. Use page four to engage your readers and grab their
If personal memories and
long-term care is not quite what you had in mind, how about having a little fun
and making up your own holiday? March 26 is National
Make Up Your Own Holiday Day.
The deadline for making edits to
your March issue estate planning newsletter is February 5 and the default
articles we have scheduled for you are: Elder Law Elements
and Long-Term Caring.
By Dana Alley, Personal Account Manager SEO Specialist
First, I want to
mention, that I’ll be teaching a series of classes at our Spring
Workshop March 13-15, 2013. If
you are finding the information in these workshops series extremely helpful,
then you should definitely join us in March! One of my sessions
exclusively focuses on how to properly update and re-optimize your Google
I’ve noticed online that Local SEO is the biggest, bestest thing for 2013. If you are an
Essential Solution Attorney, you are in luck!! Because Integrity Marketing
already knew this, and got you ahead of the game a while ago…
As a new attorney to our program, we helped you set up or
claim your Google Places listing. We assisted you with correct search engine
optimization, and other techniques, such as adding appropriate keywords, and
There is a major contribution to your Google Places account
that we have little control over.
Yes, Google is starting to put more and more stock into
positive reviews left on your account. Google has a vested interest in what
people think about your business, because it’s their users share that same
interest. Gaining positive reviews will help your Google Places listing, and
push you up the local search rankings.
What do you do next?
Well it’s pretty easy. You need to start requesting your
clients to please leave a Google Review on your Google Places page. There are
several ways Google analyzes your reviews.
Volume – obviously,
more reviews is better than none. Invite EACH client you work with to please
leave a review. Try to get 5 reviews up right away.
– you goal is to have lots and lots of reviews, but you need to reach this
in a normal matter. Get your 5 reviews, and then strive for 1 a week. Contact
past clients, and ask new clients as well. You can remind people also!
– Of course, 5 stars is appreciated, but if you get a 4, it’s not the end of
the world. Your reviews need to be sincere, and let’s be honest; there will
always be a tough critic.
– Now this is the tough part. Try to have your clients leave detailed reviews
with helpful keywords that will boost
your rankings. Instead of “Mr/Mrs Attorney was a wonderful help to my family,”
encourage reviewers to mention what you helped them with. Ex: “Mr/Mrs Attorney
offers wonderful estate planning services.
My wife and I were very happy with the planning
process!” Like I said, this can be tricky, but do your best!
What to Avoid
Fake reviews, keyword-stuffed reviews, and do not offer
incentives for reviews either! It’s bad business. Reviews need to be freely
offered, from happy, satisfied customers.
How to Share Your
Google Places Page
Finding your page can be a little tricky. Usually you can
find it by typing in your law firms official name in the search box at www.maps.google.com. If your business
comes up right away, usually you can just relay these same instructions to your
If you can’t find your business at all, please contact me
via email, and we’ll make sure everything is working for you! If none of this
makes any sense at all, then I extend an invitation for you to join our marketing workshop this
This morning I checked up on one of our clients, Patrick Kelleher of Hanover, MA. I was happy with what I found online, and want to share his results with you. Back in November of 2011 Pat invested in our Educational Template Videos. This particular video is a mintue long and is about estate planning (http://www.youtube.com/watch?v=jIwwa0MuZr8 ). It's important for your law firm to be ranked well for such competitive terms as "estate planning" in your local market. Important, but often difficult. Pat's video strategy, however, is paying off well for him!
If you limit your online presence to website-only, you may get your site ranked on Google's page one, but you're just another website listing alongside nine others. I've provided a screen shot of how Pat's video looks on page one and it's safe to say he stands out from the competition with both his video and his website listing directly below. I'm also happy to report that this is a common theme for all of Pat's Education Template Videos.
Want to find out how you can get your own series of Educational Template Video? Then give us a call and let's get started. 1-877-352-2021
If you've been keeping up with the IMS blog posts or have checked out our new website that launched in the end of last year (http://www.integritymarketingsolutions.com),
you probably are aware that IMS now offers print design and
graphic design services. As Integrity's resident graphic designer, I
would like to give you a run-down of how this process might work.
Step One: Place the Order
You (so brilliantly) call James at 1-877-352-2021 requesting a print order. Sometimes you might call asking advice on
how to best market an upcoming estate planning seminar, or explain that you are heading to a conference and would like to take some handouts or leave-behind materials.
James has tons of experience in legal marketing and can come up with some great ideas to meet your unique needs.
Step Two: Design
here, James and I meet to discuss the details of the project and he
relays your combined vision of the design and marketing goal. Then, with ongoing input from James, I design your project.
Step Three: Proofing
the initial design is finished, James will send a low-resolution proof
for your review. On some occasions, James will call to reveal the design and discuss various aspects of it with you, review any other related marketing efforts and the call to action. Typically, you will send back a list of minor changes, or -- if we really nailed it for you -- give us your approval to move forward to production.
Step Four (if necessary): Editing Session(s)
print order comes with a limited number of free editing sessions, where
I spend time taking your critique and suggestions and tweak the design.
After the free redesigns, an attorney has the option to pay by hour for
additional edits, though we do our best to eliminate the need for extra
editing sessions. The attorney is sent additional proof(s) until
Step Five: Approval & Order
Once you approve the design, you have two options for receipt.
First: we can send you the high-resolution files and you can place your order with a
local printing professional. Occasionally the files are small enough to
be sent via email or file transfer, but larger files can also be loaded
onto a disc or flash drive and sent in the mail. Alternatively, (and this is what we most often recommend) we will handle the printing orders for
you. This way, we are able to make sure the designs are produced as I
intended (color matching, paper type, bleeds, etc.) and the design will
likely turn out with the highest possible quality. An added bonus is
that we receive an agency discount on your order, so the printing
costs will likely be cheaper for you.
By Dana Alley, Personal Account Manager SEO Specialist
If you find this tutorial helpful, be sure to attend our IMS Spring Workshop, where I will
be teaching several hands-on Instant Implementation classes!
A properly managed website is updated on a monthly basis.
Integrity Marketing helps out Essential Attorneys™ by updating your
website with a monthly article. We do this automatically, but it’s a smart idea
to make sure that your website reflects the activities at your law firm as
well. Regular updates can also increase your search engine ranking!
Here are some areas of your website you can keep updated:
Workshops Send us your schedule exactly how you would like it posted on the website. If you have a PDF flyer, you can send that as well.
Staff Members Send us new staff photos, tiles, and
biographies. Keep old staff bios updated on a regular
Seasonal Messages / Events / Specials Your home page is a great location to insert
seasonal messages, or special law firm events.
Other text edits on web pages. Ex: About Us, Home Page, Practice Areas, etc.
How to Submit Edits
the Right Way
When it comes to submitting changes, the “Track Changes”
feature is the best and easiest way for everyone*.
Open MS Word.
In your internet browser, go to the web page you
wish to edit.
Copy and Paste the entire body text to the MS
In MS Word, Under the Review tab, click on Track
Changes and turn it on. There
might be a drop-down for you to select.
As you start making changes to the document,
they should turn blue or red.
Finish making your changes – Save – and then
send the attached in an email to me.
*Please note, when submitting a new workshop date, it’s not
necessary to use track changes. However, if you are editing old text or
material on the page, please do use Track Changes for that.
By April Leabo, Production Manager Customer Service
Does your law firm have a protocol for answering the telephone? Is your entire team trained to ask callers if they have been to your web site? Do you have systems in place to promote yourself for free? Let's take a moment to review and implement these law firm marketing procedures with your entire team.
Don't forget to ask: How did you find our number today?
Each member of your estate planning and elder law firm's team should be trained to ask for the caller's name and telephone number, right? Yes. But don't stop there. Be sure the team member representing your firm also asks, "So, how did you find our number today?" (or similar) and record this information.
Let's go one step further and ask, "Have you been to our Web site?" Your firm's representative should ask this question every time they are on the line with a new prospect, unless, of course, the caller found your number by visiting the firm's Web site. Then be sure to review your findings at your weekly meeting.
Utilize Self-Promotion, AKA, Free Marketing and Brand Identity!
Does every single piece of communication that leaves your law firm's desk contain your website address? If not, it's time to update your office protocols.
Each staff member can be instructed to update their email signature to include your firm's contact information and website address. It's also important that the URL be clickable. If you add the URL to your signature like this: www.YourDomain.com and you find that it's not clickable, try editing it to http://www.YourDomain.com. You may also include your blog: http://blog.YourDomain.com, facebook page and Twitter. Also take a moment to request that either no email templates be used or make sure that the entire team is using the same email template if that is your preference.
Finally, make sure everyone in your office is familiar with your website's resources and with your website address. Each team member should be able to pass along your law firm's website address to every new client or prospect without hesitation or stopping to go look it up. Does your office have a laptop? Put it to you use when you have client waiting for their appointment. A representative of your firm can lead your guests to the newsletter archive or practice areas section of your website and encourage them to browse around to articles that may interest them or to sign up for a free monthly e-Newsletter. It's also important for your team to read your monthly Animated Newsletter articles. This will put them in a position to promote issues-specific articles as the need arises. If your next client is a business owner, then your laptop can be readied with your Business Owners Beware article or Business Succession Planning practice area.
By Jennifer Campbell Goddard, CEO INTEGRITY MARKETING SOLUTIONS
I’m writing to personally invite you to join us March 13-15 in Kansas City for the Fast Track marketing workshop. This workshop is just for estate planning and elder law attorneys.
Join us for three days to focus on your law firm marketing with the best team in the business. You'll get hands-on training in social media marketing for lawyers, video marketing, blogging, search engine optimization and more.
This workshop will help you meet these four essential law firm marketing goals:
Wasting Time & Money – When your marketing is firing on all cylinders,
you end waste: both in terms of hard dollars and in time wasted marketing to or
meeting with people who will never become clients or referral sources for your
firm. Put every marketing dollar and every marketing minute to work for you
with qualified new clients and satisfying referral relationships!
Your Revenue – There are only two ways to increase revenue. You can either
raise your fees or close more business. We say do both! Close more business at
profitable fees with clients who meet your ideal profile!
Lay the Foundation
for Long-Term Profitability – Forget about “get rich quick schemes” and
build a strong marketing foundation that will ensure your practice success, not
just for this fiscal quarter, but for years to come. As time goes on, when you
keep doing the right things right, marketing becomes easier, more rewarding and
– That’s right, we want you to have fun at this! We all spend entirely too much
time at work to let it become drudgery. Marketing that works is its own reward,
bringing you financial freedom and the joy of doing good work with clients (and
referral sources) who appreciate you.
If you are thinking about a website redesign, rebranding your law firm or
are a new client and have a design consult with James, before you meet,
you may want to do some research so you can have an idea of the look and
feel you want for your law firm website or branding.
We work with lots of different
attorneys who vary in many ways. Some come in with well-established
brand identities and a clear idea of what they want, others may know
what they want, but don't know the terminology to communicate their
vision for their marketing. Sometimes we have attorneys who genuinely
don't have strong preferences and leave the design mostly to our
discretion. Whichever kind of client you may be, if you have adequately
prepared for your consult, the road to getting the marketing design that
you envision will certainly smoother.
Here are some excellent ways to prepare for your design consult:
• Check out our design portfolio. You can find our past work online at http://www.integritymarketingsolutions.com/portfolio/.
By looking through the websites we have already done, you can pick out
the structure, look and feel or the technology you would like to have on
your site. As you browse through our current client's websites, some
things to look for include:
- Header design: do you like floating or fixed headers? Smaller or larger? Image-heavy or simplistic?
- Navigation: Our designs include horizontal and
vertical navigations. You may also want to think about the areas of your
site that you think are most important to display here.
- The home page: Our most current sites
typically include a slider, which rotates different pictures, headlines
and small snippets of information that link. Another option is to just
use an image slideshow, which just rotates images and leaves the focus
to other areas of your homepage, like your welcome message.
Whatever decisions you end up making, browsing
through our online portfolio can give you a great idea of the designs
that previous attorneys have requested and also the technology that we
are already capable of, though we are always willing to give new digital
developments a try!
• Research websites of competitors in your
area, as well as current design and web design trends. Gizmodo, a gadget
and technology website, recently published a list of predicted design
trends for 2013. Some of these are: flat and minimalist design, simple,
mobile-friendly navigation and design and new & riskier colors
(branching outside of blues and navys). You can read the full list here:
• Do you have a logo? If you do, make sure you
have a high-resolution or vector file that you can send to us, as it is
the easiest for us to work with. If you don't have a logo, ask James
about having IMS design a logo for you.
• What do you have in mind for the colors in
your law firm marketing? If you already have a color palette associated
with your brand, make sure we know what those are, or see some of your
previous marketing materials before we begin your design. If you haven't
set a color palette, think about that before you meet with James. Check
out my post about choosing your law firm's colors based on color
psychology (http://blog.estateplanningpartners.com/2012/10/brand-color-psychology-in-legal-marketing.html). Then a great resource to use is Colour Lovers, (http://www.colourlovers.com/) here you can browse thousands of color palettes and send us one that you like.
At IMS, we will work with you to get a design that you will love, but with more
preparation, we are able to get a more clear idea of what you envision
and the process will be quicker and more satisfying.
By April Leabo, Production Manager Customer Service
Did you know the United States Postal Service has a first-class mail rate increase scheduled for January 27? That's right; a first-class stamp will increase from 45-cents to 46-cents.
So what can your team at Integrity Marketing Solutions do to help keep your law firm's marketing expenses low?
We can provide Turnkey mailing services. This comprehensive service is the same cost you would pay for a first-class stamp! This means you can focus on your next meeting instead of worrying about getting your letters tab-sealed, addressed, stamped and delivered to the Post Office.
What's included in turnkey mail service? Let's review:
1. Folding 2. Tab-sealing 3. Addressing, including address correction and CASS Certification 4. Standard postage 5. Sorting and packaging (per postal standards) 6. Delivery to the Post Office 7. All this for the cost of a first-class postage stamp!
You can't beat that!
And most importantly, this means that your estate planning law firm's marketing letters are being distributed in a timely and consistent manner each and every month (or quarter) and all you have to do is maintain your mailing list and upload it once per month (or quarter).
If you are ready to begin using this service, give me a call and I can train a dedicated member of your team on how to manage and maintain your SELECT Print Newsletter marketing system to include your turnkey mailing service. Just dial 1-877-352-2021 then 82 when you hear the greeting.