Today, we're going to talk about strategies

to grow your law firm. 10 golden rules is a digital marketing

agency, but we've been broadening out into growth

strategies, and we'll share a little bit more about that as we

get into it. So one of the hottest things going on is a

really significant change in Google. So obviously, if that

changes things, that changes about 80% of the traffic to most

websites. We're also going to talk about one of the hottest

social medias, and something funny is going on at the very

top of Google in the local service ads. And we're going to

dissect that and give you a strategy to deal with it. All

right, congratulations. The folks who show up at these

events, the folks who participate in conferences and

online training and online sessions, are way ahead of

everybody else, and I can tell you that because we've probably

point in our company's history, and the people who try and get

better, the people who read books, listen to podcasts, go to

webinars and attend conferences, are clearly in the top 10%

congratulations to you for being in the top 10% now, every week,

at 10 golden rules, we tell the joke of the week. So here's a

pretty sophisticated lawyer. One, what is a lawyer's favorite

chocolate bar? Here says legal chocolate. Legal term joke

there, Hershey's okay. If you're a note taker and you like to get

the slides, just scan this. And if you're watching this,

sometime in the future, you can scan this or go to 10 golden

rules, comm slash Hot Trends, 2t hot trends. And you can get a

copy of some of the slides and some of the how tos on some of

the newer things, the hottest trends in legal marketing. And

if you're falling off the Google cliff, we sometimes we see this

chart with your SEO scores or your Google Maps are not quite

as good as this one. If things are down and you want to get a

free report, reach out to us at 10 golden rules, or send me a

note on LinkedIn or Facebook, whatever streaming service

you're on right now, and we'll get with you and develop a free

report for how you're ranking in your market. So my mission today

is to go through the seven hottest trends to help grow your

law firm. I'm going to give you some basics, some building

blocks if you're not doing a lot of these things, we'll give you

the basic steps in how to get started if you're the Google

gangster. We'll give you some advanced tips. I'm going to

share with you the best chat GPT prompt and some AI strategies.

And I'll give you a quick intro, a little bit about me.

So I'm Jay Berkowitz. I grew up in beautiful Winnipeg, Canada,

and it looks like this right now, but most of the year it

looks more like this, and a duck pond turns into a skating rink.

We got super lucky. My beautiful wife and Parker moved to

beautiful Boca Raton about 24 years ago, and we live in sunny

South Florida. Early in my career, I got to work on some

amazing brands, Coca Cola, this was the famous Mean Joe Green

commercial. And I worked for McDonald's restaurants, both on

the ad agency side and as a director of marketing. And so I

sold some of the most delicious high fat foods in the entire

world, and went directly from selling sugar water and Big Macs

to eat diets. Com, an online diet site. We're a startup based

down here in South Florida, and we were able to grow the company

to $60 million in revenue, and had a really tremendous

experience in the very early days of the internet. I mean,

to our website every day, doing all kinds of AB testing,

building a huge email database, and really doing very

time, I wrote a presentation and a book called The 10 golden

rules of online marketing, and so that became my signature

presentation. Did that presentation probably 100 times

over the years, and over the years I've written some new

books, and this new book is coming out this year, called

advanced Internet Marketing for law firms. Our company is called

10 golden rules, and we do internet marketing for law firms

and growth strategies. So we help coach you with some other

areas of the business. We'll talk about those today, our

YouTube channel is absolutely blown up over a million views.

So if you like the style of training, we've got about six

years times 12 months worth of training on there, and weekly

podcasts as well, with some of the most excellent guests in the

entire legal industry, we work with some amazing clients all

across the country on legal marketing, and that's our bread

and butter at 10 golden rules.

And so without further ado, let's get into the seven hottest

strategies for law firm growth. And I was showing this slide

for. About a year. And this is a regular search for Tom Brady,

and you see some images his X profile, Wikipedia. And then

this is Google Labs. And one of the things that's cool about

Google is they show you what they're working on. So this is

Google Labs, and we saw the first iteration of Google's

version of chat GPT, something they're now calling AI

overviews, and the AI overviews went live that just started

about 30% of results all across different types of searches. So

this is Google's AI or artificial intelligence search

result. Again, they call it AI overviews, and it's a lot like a

chat GPT result where Google's answering the question. Right at

the top of the page, if you click show more, you can see

additional websites that Google used to compile the answer. So

this is the first hot trend or hot opportunity we can get

listed in these AI overviews. And it's challenging, because if

Google's answering the question some of the time, about half the

time, the person is going to be satisfied with Google's answer,

but half the time they're going to want to do more research. So

how do we get ourselves listed in this brand new real estate on

Google? And this is our client, Jeff McDonald and for Virginia

construction accident lawyer. Their website was used to

compile the AI answer, and they're the number two SEO

result on that page. So we're going to talk about how we do

that. How do you get listed in these Google AI overviews and

get these super powerful links? Now, the reason why I'm focused

on Google and not focused on chat, GPT and Google's Little

Sister YouTube is together. They're about 19 point 7 billion

searches a day.

Chat GPT is only 1.1 billion, which is huge. They're growing

like crazy, but it's only about 5% of the size of Google. So our

focus today is going to be mostly on Google, but we'll talk

a little bit about how you get listed in chat GPT. Another way

of looking at that data is Google's, by far and away, the

800 pound gorilla on the internet. When you consider that

the two sites they own is, I think 100 What's that? 130 130 5

million billion visits a month. I think this is a monthly

number, and then Facebook's nine, but chat GPT is growing to

about 4 billion visits a month. In the old days, we did SEO, and

we still do SEO, search engine optimization, trying to get our

websites and importantly, our Google Maps coming up right at

the top of search. But today, we're doing something a little

different, and it's called AEO, answer engine optimization. And

if you think about these new llms or large language models,

chat, GPT, Claude, perplexity, what's the other one? Copilot,

all these new tools, and obviously Google's Gemini, these

are all engines that are designed to answer questions.

And frankly, Google is an answer engine as well. So one of the

mindset shifts we're having as an industry is, how do we come

up in the answers to AEO, in these AEO answers? Okay, how do

we get listed on the side here? And quickly, one prediction, I

like to try and see the future in Google Now that I've been

studying it so closely for the last 25 years, is right now

Google is showing us really great free chat GPT style

answers. And chat GPT is charging us $20 or $200 a month,

depending which product you buy. And my prediction is Google is

trying to teach us, to re teach us you don't have to go to chat

GPT to get a really good AI answer.

And in the future, if you see here, Google slides in a

sponsored ad in the old maps three pack. So my prediction is

Google's going to start sliding in ads in those AI answers. And

it's got to happen, because think of it. Google's search

business is about two $50 billion a year, so they do have

a paid ad up here. And there's all kinds of different

configurations we're going to see out there. But I think this

is something we're all going to be focused on very, very

quickly, is doing Pay Per Click optimization in some shape or

format when Google brings it. Another question is, I said that

about half the time Google shows an AI overview answer. They're

showing that they're answering the question for us, and we

don't go to another website. So the question is, where are those

other 10% of cases coming from? And we'll talk a little bit

about that today. Also, AEO answer engine optimization for

chat GPT is my buddy, Spencer and Ehrenfeld. If you know

Spencer, take a screenshot of this, send it to him. And this

is the first lawyer website I saw on chat GPT. They had Super

Lawyers and Avvo and things like that that helped compile the.

Chat GPT answer. So like Google AI overviews, they're showing

their homework. They're showing the websites they use to compile

the result. Likely, some of this was because of some trademark or

patent infringements that chat GPT was getting sued with

because they were using internet information from private

websites to compile their answers, so now everybody's just

showing the links to where they got their results.

Now another thing to appreciate about these AI overviews is the

cycle of search. And in our marketing industry, we typically

use a term called the funnel, the marketing funnel, and so

typically, this is an example of the early stages of research, so

the cycle of search. So when you're just looking for a

lawyer, you're asking a question, like, I was in a car

accident, do I need a lawyer? And then we might see that AI

overview result. Most frequently we'll see the AI overview

result. Then we get a little bit more interested. Oh, okay, if I

get a lawyer, I might get more money from the insurance

company. What's the average settlement? And then our final

search might be, who's the best Car Accident Attorney in Miami?

And now we're ready to select an attorney, and Google's going to

show a more typical or the results we're more used to six

months ago, where they'll show the LSAs, the local service ads

Google screened, pay per click, the three pack the maps. People

also ask and then SEO further down the page, our opportunity

is really at the top of the funnel. So how do we get there?

The first strategy is to answer questions, because think of it

like we search differently. Five years ago, you used to have to

be very specific, like personal injury attorney near me, right?

And then Google got more sophisticated, because the way

we search got more sophisticated, we started using

Siri and Alexa Google Voice, and we're asking questions, right?

So Google rewrote their algorithms to understand human

language or semantics. So what we started doing to practice our

AEO answer engine optimization is answering questions and

posting that on YouTube, Google's phones, YouTube and the

websites. So again, here's Jeff McDonald answering what happens

if I get hit by an Uber and we search engine optimize that on

YouTube by adding the video to YouTube, adding titles,

descriptions, tags that answer the question, and literally the

name of the video is the question. So we're doing AEO

answer engine optimization by doing it on YouTube, which is

closely tied to Google and the algorithm for SEO, then we use

the video on a blog, on the website.

We also are going to use those videos very cost effectively in

social media, and those things also link back to the algorithm.

You can put it in a newsletter, and we use it in Google Maps.

Very important. Again, all these Google products are connected

and associated, and the algorithm is connected, for

sure. So answering questions is a great part of the strategy.

Here's an example of another result for Jeff. Another example

for this. Is it worth suing after a car accident? Here's our

client, Brian Garrett. He has the best answer in the world,

according to Google. In that people also ask section, and

we've got a nice, clean page, is it worth suing after a car

accident? We've got a video, is it worth suing after a car

accident, and a page with content about the answer in

addition, so Google can read the words that you say in the video,

but we've added that to that section. The second strategy is

to become an authority, and something we're seeing in these

algorithms, the chat GPT algorithm, the Google Gemini

algorithm, is that Jay Berkowitz has a better chance to come up

on those answers than 10 golden rules, or Brian Garrett the

attorney as an expert has a better chance than Brian Garrett

Lacher. And we're starting to see this type of result

something interesting. Here's, how do I choose a car accident

attorney? We've got the AI overview, couple SEO results.

The videos are back. So I don't know about you, but I saw the

videos a lot five or six years ago, and that's when we started

doing videos with our clients, answering questions, and then

they seem to come out of the general answers. And there's a

huge amount of search that goes on on YouTube, but they stopped

showing them in Google. Now they're really profiling this

expert type of positioning, so when you answer questions, and

also in Reddit, in Quora, so the individual and the company has

an opportunity to position as an expert and not only be found on

the searches, but also very important in this AI overviews

algorithm, my friend Jeff Hampton, he spoke at tgr live

last year, and there's a video on our YouTube channel with Jeff

explaining his long form YouTube strategy.

And you see here, Jeff's got 473,000 subscribers his talk.

Video has been viewed 6.8 million times. So this is a

study put out by a company called profound, and they shared

the key insight. What are the top resources for the top llms?

How do you get listed in Google AI overviews? So the number one

resource is Reddit and video platforms, Reddit and YouTube.

Reddit is about 22% YouTube's about 19% of the search results.

Chat. GPT is pulling on Wikipedia and Reddit. And

perplexity is looking at community content like Reddit.

So how are we going to get listed? Well, we're going to

create a Reddit profile. Seems to be very important in a lot of

the data that's coming out today, and Reddit is basically

just like a question and answer engine, as is Quora. So we're

going to go out there, we're going to answer questions and be

helpful. We don't want to be sales. You want to be super

helpful in these platforms, because otherwise you get

downloaded and kicked out. So you just want to be super

helpful and position yourself as an expert and answer these

questions. We do press articles. We get positioned in PR with

links to our clients websites as the experts in these articles,

also getting in industry publications. So a link to your

website from a highly ranked industry site positions you as

an expert. You can get on other people's podcasts. Matter of

fact, our podcast ranks very, very well for people's names.

Charlie Mann, great guy, another tgr live speaker, spoke at our

annual conference, and we interviewed him on our podcast

and webinar. And you see that we, after his LinkedIn and his

Instagram were the number three result for his name. Dave

Thomas, everybody knows Big Dave from law Tigers at the

conferences, law Tigers ad, law tigers, website, LinkedIn, and

then our interview with Dave on our podcast. Tim Sawyer, from

faster outcomes also been on the podcast and the webinar, and

we're ranking for Tim's name on search. Here's a great one. If

you haven't heard of source. Of sources, check out my friend

Peter shankman's product. And these are media looking for

experts. So here's a post, and then you can reply to Natalia

Bratton, and she's looking for business owners, AI lessons

learned and wins, and we could all provide that content.

So the second strategy is become an expert. The first strategy

answer questions. The third strategy is what you can do on

your website. So obviously, in answering questions, you want to

cover topics comprehensively and put a detailed answer in the

first paragraph, 45 to 50 words, answering questions. Bulleted

lists seem to come up a lot in those results, go and rehash

your frequently asked questions. Section and answer questions

become part of the local community. Local links.gov.

Links are very, very good. So that first section is about

optimizing your website, your SEO, your personal expertise as

an expert to answer questions. The second hottest strategy is

video, and I teased that a minute ago with our friend Jeff

Hampton. And Jeff's got this killer site getting about 20

million views a month now, 435,000 subscribers.

I think we saw that numbers up a little bit. And why is YouTube

so hot? We saw a minute ago. It's the number two website. 92%

of people weekly look at a YouTube video. 5 billion daily

views, average viewership, 19 minutes and 35 seconds. It's

great for SEO, and it's also great for retargeting. So if

somebody watches your YouTube videos, you can show them ads

because you know that they're interested in your topic. So

long form video. That's basically what we started out

with our YouTube channel. We started out with our one hour or

one and a half hour sessions like this, one our webinars, our

live training sessions, we put those the recordings on our

YouTube channel, and so the long form content worked really well.

Essentially, people are watching nine and a half minutes on

average of our videos. So some people are watching like the

entire hour. Some people are watching 30 seconds, but when

you have a long average viewership, the algorithm

rewards you and people are watching it. Something else

that's super hot is shorts, and so we've started cutting short

sound bites a minute, two minutes long, from our webinars

and from our podcast, and also doing clever little shorts with

some of our clients, some of the trending topics and just quick

question and answers. And finally, we do the SEO videos

that I talked about earlier, where we're answering questions,

and literally the title is in the form of questions. Should I

go to the hospital after Florida car accident has had 34,000

views? So some of the building blocks. The basic stuff for

YouTube. You want to define a channel strategy and get your

branding looking really good, have a nice visual identity,

then every video has to start with a compelling hook. Did they

raise your insurance rates? We got to catch people

instantaneously, or we're all the same. We'll just scroll down

to the next video and then great thumbnails that really stand out

on the page are super valuable. Interesting visual settings are

helpful. Again, if you catch people's eye, here's an attorney

sitting in his living room edit images and B roll.

So in this video, we edited some video of a chiropractor's office

and come up and add the text for important prompts in the videos.

Jeff Hampton recommends not boosting the videos at all. So

ideally, if you can build some traffic without doing any

advertising, curated longer topics, hooks at the start,

scripts and a tease, so you can tease the next video, and so you

can basically be telling a story as you're going along, this next

video, end card feature. So here's and in my next video, I'm

going to teach you blah, blah. Blah is very, very valuable. And

then you can categorize a little bit by playlist for the shorts,

some of the things you want to do. I mentioned the great hooks,

the captions. This is what's called a sort of reaction video,

where attorney, this is Brian Garrett. He's watching a video

of a car accident and explaining what the folks did wrong. In the

video, you want to have the fast edits, the sort of tick tock

style edits, and jump on hot trends. So this one is a

reaction video, a listicle is the top three mistakes. Of

course, I'm a lawyer. Of course, I'm a doctor. Self improvement

tips are sort of hot right now. We talked about asking and

answering questions that people also ask. And these are our SEO

videos. So answer questions people are asking before they

hire a lawyer. What steps should I take following an accident on

someone else's property? Include the question in the video, the

title and the keywords in the description, and come up with a

catchy, captivating thumbnail that image at the start of a

video. Another way to get good questions to answer is to track

questions you get asked in intake. I tell the attorneys all

the time, write down a list of the top 10 questions you get

asked. Keep a list for the next two weeks of everything your

prospects ask you when they call or come in to see you. You can

use Google Suggest so. Do I need a lawyer? If I was rear ended,

got rear ended? Should I get a lawyer? If I got rear ended? Can

a lawyer charge you without telling you all the questions

Google is suggesting us other things that people search and

then we also create videos for keywords we want to target. So

if you're on page two in a Google search for a keyword, and

you do a video and a video blog and a YouTube about that

keyword, you have a much better chance to optimize your website

for that keyword.

Couple advanced tips. You can use tips like tools like Opus

clip or descript to generate two or three shorts from long form

videos. So this is an example of one of our short form videos

that came from one of these webinar format long videos. And

then you want to look at your metrics, your views, your watch

time, and that's available in the back end of YouTube. Keep

your title short, clear, concise and eye catching, and make the

descriptions long with lots of keywords and calls to action,

record videos from the people also ask section. So this is a

tip Google's saying. Here's things we get asked all the

time, if you can answer those questions and use the exact

words in the title in the first five seconds of the video.

Strategy number one, AEO answer engine optimization. Hot

strategy number two, video. Hot strategy number three,

conversion. Do we have any big bang fans in the house? This was

the dream sequence when Raj met Siri live and in person, Big

Bang fan. You get it. She's here, posing today as an intake

specialist for our conversion side. The first thing I want to

share with you is conversion optimization can make a huge

difference in your business. A lot of times, our clients are

always like, we need more leads. We need more leads. Well, that's

half of it, because the other half of it is, you've got to

convert the leads. You get better. And there's ways you do

that on the website, and there's ways you do that in the intake

department. We'll talk about it. So this is a website redesign we

did for Jeff McDonald. We mentioned Jeff a couple times

today, and in the old website, we had a big form right at the

top of the website, and a lot of people filled out the form. So

in this about a three month period, in 23 we got 467 calls.

With the new website design, we took the form off. The page, we

made the phone number and the just call Jeff, literally in the

headline prominent and put a click to call button.

Obviously very important in the mobile we got 12 190 calls in

the same time period. That's 176% increase. And we got a 44%

increase in cases from the web, and you see that this website is

clearly designed to capture phone calls, and once you get

someone on the phone, you have a much higher chance of converting

them. Then when they fill out a form on your website and you

call them back an hour later, they don't even answer the phone

because they don't know what number is calling them. We all

get tons of spam calls all day, every day. So it's very hard to

get people back on the phone when they fill out a form on

your website. So we see here how the calls went crazy with the

new website design. The second strategy is to optimize intake.

Is a technology we've developed called tgr Boomerang, and this

is a proprietary technology we developed at 10 golden rules.

Tgr is short for 10 golden rules. And every time you miss a

phone call, and believe me, every firm misses phone calls,

because a lot of times on the local service ads, people click

to call and they hear the recording, the Google recording,

this call is being recorded by Google, and they hang up. So

everybody misses phone calls, even if your intake is perfect,

24/7, they pick it up on the first ring. You're going to miss

calls because people are going to hear that recording before it

rings in your call center. So what we do with tgr Boomerang,

we can capture that data in the Google system and instantly text

it to your intake department and they can call those folks right

back. Hey, were you looking for an attorney? Also, when someone

fills out a form on your website, we grab that data from

the form, send that text to your intake department to call them

right away. So these are this is a great tool to help you

maximize your conversion. All of these missed leads and form

fills have a much higher likelihood if you call them back

right away. We can also use our software to confirm appointments

and text and email reminders to folks to sign that DocuSign or

come in for a meeting with the doctor.

The next thing that helps optimize your intake, I always

like to quote my friend and mentor, Josh Nelson. He says,

what gets measured gets attention and improves, and the

more precise we are with measuring the intake activities,

and the more training and focus we share with the intake teams,

the better the results. So one of the things we do is we

capture all of the leads, we send them over to our clients.

In this case, these are the leads for Brian Garrett again in

Oklahoma, and we see these are the clients that were signed,

and these are the clients that didn't sign. And then we come up

with a monthly form, and we see here how many of the calls. So

typically I mentioned this earlier, calls are going to

convert much higher than form fills. Right? Only 5% of web

forms converted. 24% of calls became clients. And over time,

the message here is that we're tracking everything. We're

optimizing the programs that work. We're retraining and

training the intake folks in the areas where we can improve. I

promised you a great chat GPT prompt, and this is my favorite,

great book I recommend by Jeff woods, called the AI driven

leader. And he talks about C R, I T. Actually, Jeff spoke to our

mastermind, and he said it this way. He said, Write this down,

put it on a yellow sticky and stick it on your computer. So

I've had this on my computer for about four months now. I highly

recommend you write this down, C R, I T, context, role, interview

and task. I'll explain how it works. So we've developed a

pretty sophisticated system to help our clients with intake. So

the context is, I'm going to ask a GPT, and you can do this with

any of the large language models, but make sure you do it

with the paid version. Don't put this out, this stuff out in the

public domain.

So we did this with a private GPT that we developed. So the

context is, we're going to do an analysis of calls received by a

personal injury call center. Then you assign a role to the

AI, so you're going to be the world's leading expert on an

intake consultant, and you're going to use the attached

recordings and references to compile your expertise. So we

have a tremendous amount of data and expertise around intake.

We've done private training for clients. We've had intake

experts on our stage at tgr live. We've had additional.

Recordings and data that we've provided to our clients. So we

provided all of this information to make this GPT the world's

leading expert intake consultant for attorneys. And then the next

thing is interview. Ask me three to five separate questions to

clarify your role. So I'm asking the AI to clarify what I want it

to do. And it's amazing. It asks great questions, like you can't

believe these. Within seconds, you get questions like the

world's smartest consultant would have asked you. And

finally, complete the task. We uploaded several 100 phone calls

and said, prepare a summary of what this intake team does well

and what they can improve, and a program to retrain the team, and

it's fantastic, what they came back with, key areas for

improvement, no sales mindset. None of the calls exhibited

urgency. Callers were allowed to end the call without being

retained. Train the agency's empathy anchors. We'll call you

back if it's something we could help with, showed zero urgency,

rapport, no closing language, no retainer sent and but even

suggested a new script and a training program, and you can

print it out as a PDF to give to the training team. It's

amazingly powerful, so we've developed with our expertise and

our AI programming and the call recordings a tremendous tool for

our clients. Next hot trend, we finished the first three. I

started seeing this.

I mentioned earlier, at the very top of Google, something funny

going on almost every market where Morgan and Morgan is in

operation. I started seeing them at the top of the LSAS. Here is

John Morgan with Jeff Phillips. Hey. Shout out to Jeff. If you

guys know Jeff, take a screenshot. A great guy in

Phoenix. So here's Morgan and Morgan with Jeff Phillips. And I

see the same thing in Philadelphia, and I'd see the

same thing in South Florida. One of my buddies is a solo attorney

down here, and here he is with the biggest guy in the country

and a solo attorney coming up at the very top of Google. Now, a

lot of people are gonna say, well, Morgan, and Morgan has the

biggest budget, and that's part of it, but it's not the way the

local service ads work. There's a very comprehensive algorithm

that gets you placed at the very top of the LSAs, and you can't

buy your way there. You have to get check marks in all six

areas, what we call our secret algorithm. So the answer I came

up with is it's his brand. If we go back here and you recognize

Morgan, Morgan, because they're $450 million annual ad budget

and you don't recognize the other guy, you're more likely to

click to call John Morgan. So the fourth trend I'm suggesting

is brand Now the bad news none of the firms we deal with have

the $450 million budget of Morgan Morgan. But the good news

is there's a lot you can do to support your brand. So what's in

that LSA secret algorithm? Well, one of the top things is the

click through rate. So again, Morgan is getting recognized,

and he's getting the clicks.

The second thing is your review score. So you have to have one

to two new Google reviews per week, and you've got to have a

four or five star Google review your response time. You got to

answer the phone. You've got to never miss any calls. You've got

to get into the back end of the LSA and disposition quickly, and

you've got to be close to the location of the search. So

that's what compiles that algorithm. But this section is

about brand, and there was a big leak of Google's algorithm last

of this leak, they said that a big takeaway was that brand

matters more than anything else. So again, we can't spend the

four $50 million that Morgan Morgan spends, but we can make

our brand communications as efficient as possible. So step

number one, an exercise we do with all our clients is we pick

a brand meaning and brand message. Because a lot of times

we meet a client and they're all over the place. The website has

one slogan and another main headline on the website. The

Facebook page has something different. The LinkedIn has

something different. Their billboards, something different

again. So while you can't compete on dollars, you can

compete on brand consistency and brand meaning. So I would just

recommend you pick one of these. You can be the no fees unless we

win guy, you can be the big check guy. You can be the

community gal. You can be the we fight the insurance brokers.

We're the best in court. But what I would recommend is pick

one that resonates with you as a company, pick one that resonates

with your brand and is a fit for you and your staff and your team

and what you're seen as in the marketplace, and then be super

consistent with that this young Attorney in Miami, i. She

changed her name, her last name, to demand of because it rhymes

with Amanda, but it also means legal demand and lawsuit. And so

she also developed a very consistent brand message. So

everywhere you see Amanda is a very consistent representation

of her brand. And she figured out who they are what they stand

for, and her brand is even consistently delivered on stage.

That's a picture I took of her at a conference.

John Barry is a great attorney, and he does a lot of veterans

disability stuff nationally and Personal Injury locally, and

everything they do is consistently represented with

their support for veterans brand, if they do community

activities, the benefits go to support veterans. So be super

consistent. Here's Cooper Hurley, Injury Lawyers. I

mentioned Cassidy earlier. Shout out to Jim and John, and they've

picked a new brand message, the car crash experts, and you see

that very clearly delineated on their Tiktok, on their LinkedIn,

on their x profile. So quick, mini brand workshop. Define your

law firm, brand answer three questions. Who are you? What's

your identity? Are you the Bulldog, the neighbor, the

guide. We make the process simple. What do you stand for?

Justice, helping the injured recover dignity, taking down

greedy insurance companies. And how will you prove it? Pick

three ways to make your values visible with consistent visual

identity across all platforms, stories in your video,

testimonials and YouTube and your community presence. So be

super consistent with your advertising and marketing. What

you say in your videos, what your testimonials say about you

and your community presence. Create a brand logo guide. Use

the logo and slow slogan consistently everywhere it

appears. Have consistent visual identity, the same logo, fonts

and colors, script, even your intake team, your staff,

training your signature on your emails. So everything should be

super consistent with your brand.

So next up, I'm going to talk about the concierge. And I think

everybody's familiar. Hopefully everybody in this audience has

been to a five star hotel. If you haven't, I highly recommend

it. At least book a lunch at a four seasons or Ritz Carlton to

see what the experience is like. How does that other half live?

And there's something in a five star hotel called the concierge,

and the job of the concierge is to meet your every need. You

want theater tickets in New York City, Chicago, the concierge can

get you good theater tickets. You want a reservation to that

restaurant that you could never get a reservation to the

concierge, more often than not, can help you out and amaze you.

You forgot your cuff links and you're going to a wedding. Guess

what? The concierge is going to help you out? As a matter of

fact, one of the most amazing things they did with the Ritz

Carlton is they empowered every employee with $2,000 to solve

any client's problem. Why am I talking about five star service

and concierge service? Because that's become the standard today

for law firms. If you don't have five star service, how are you

going to get five star Google reviews, the most important

source of leads for every business is referrals, referrals

from past clients. If they don't have five star experiences,

they're not going to refer you to their friends, and also

referring attorneys and court reporters and investigators if

their friends and family get hurt and you guys are

disorganized, and when they see behind the window that you're

not a five star operations type of law firm, you're not even

going to get those friends and family recommendations from the

folks who work with you. So you want to have the five star

Google experience from the minute they call your firm to

whenever they have a problem with the concierge and right

through to the resolution of their case, and that's going to

get you the five star Google reviews and those very important

referrals. So one of the tools that we recommend, or two

different tools, is a customer app, and these are relatively

new in the marketplace.

This one's called case status, and this one's called Hona, and

then they've been around for three, four or five years, but

they're really coming of age, meaning they're working really,

really well. And what these tools do, and a few other ones

like them, is they tap into your case management software, and

when a customer asks a question, they have an answer for them.

And they also have a proactive program of communicating to

customers, and this is so important, because the number

one complaint to bar associations about law firms is

I don't know the status of my case. My lawyer doesn't get back

to me. So how do you prevent that we're all used to as

consumers, and particularly the younger consumers, are very used

to using apps when they would deal with companies. Is you want

to call an Uber. You don't call Uber. You call up on your app.

You want Uber Eats, same thing, right? And so many things we use

today, from Netflix all the way through, we're very, very

comfortable using an app on our phone. So these companies get a

very high percentage of engagement with folks. When they

sign a new customer, they sign them onto the app. And then the

other thing that's great is it prevents a lot of phone calls.

And this is why we're so bullish. At 10 golden rules is

about half the phone calls that come in and people clicking on

Google Maps and SEO and pay per click, and you're actually

paying for the calls from existing customers, because

they're calling in. And we hear the recordings. We listen to

these calls to help coach our clients. Half the time it's

existing customers, and they're trying to track their lawyer

down. Did you get my MRI? Did you get it to the doctor? When

am I going to see the doctor? When am I going to get my check?

Those phone calls will come in all the time.

So here's some slides from case status that talk about the value

of the apps. First of all, it gives the customer immediate

value, immediate trust. You can get the thing branded, and 80%

of the people start using it. It stops folks from using email and

SMX, and there's a big problem, because that leads to security

breaches. It has AI powered translation, so the customers

can ask question in any language, and your staff is

going to get it in the language they want to use. So you got

happy staff, happy clients, and you've got recordings in both

languages. Means happy firms. You get AI powered responses, so

when the customer asks a question, the AI writes a

response. It doesn't respond, but it is available for the

paralegal to click yes and respond, or the paralegal can

send it to the lawyer, or the paralegal could rewrite it, him

or herself. Again, happy staff with less interaction, it can be

completely branded for your firm. Here's my buddy, Ben

leader, using case status, and we just shot a bunch of videos

with another one of our clients. So you shoot a bunch of videos

to explain the steps in a case, and then they can just

automatically be sent out to the clients. So all the tools you

need to stay on task, stage, updates, checklist, documents,

scanning and everything. Video logs are all available in these

tools, so we highly recommend them for five star operations.

Now, once you do a good job on the cases, we've come up with

something at 10 golden rules to contribute to those five star

reviews and those five star referrals. And we call it our

VIP program, or inner circle program, and we used to

recommend to folks to have pizza parties with their clients, with

any of their clients who sent a referral, and just have a buffet

for pizza or Golden Corral give out a bunch of merchandise.

Actually, it was Ken Hardison who shared that tip with me, and

while they're there, we would ask the folks to do a five star

Google review. Now, during covid, we couldn't host any

pizza parties. We're just actually getting back to pizza

parties for some of our clients. But we came up with this gift

box, the VIP box, or you can call it your inner circle. And

this is one from Stewart, and Stewart, our client in Carmel

and Indianapolis, Indiana, and the way we do it is the

paralegals have an incentive program to get Google reviews.

So for every five star Google review, they get a restaurant

gift certificate, and after one month, they can still try and

get the reviews. But after one month, Stewart sends a list over

to us of the clients who didn't do happy clients got a good

resolution, have had one month, haven't done a Google review,

and we send them these gift boxes. Here's actually a real

copy of this gift box. And inside the gift box is some

licensed merchandise, a pen, some other logo apparel,

different things, for the car, whatever. And then we have these

VIP cards where they can, if any of their friends or family get

injured, they can give them the VIP card to get directly to us.

And we include a Starbucks gift card or a Dunkin Donuts gift

card. Now we call up on behalf of the firm. We explain you want

to open this box. There's some great stuff in there. There's a

Starbucks gift card. And then once they're super happy and

they're so proud to be part of the Stewart and Stewart inner

circle, or the VIP club, then we ask them to do a five star

Google review. And hey, would you be so kind if I just text

you the link? Can you quickly do a Google review? And we walk

them through how to do it and what to say works like a charm.

So again, as I mentioned earlier, our goal is to get one

to two new Google reviews every week. The sixth hottest strategy

for law firms is masterminds. And again, quote Tony Robbins,

success leaves clues. Who are the most successful. Firms that

I meet. They're always in masterminds. They're always

quoting their mastermind. They're always coming up with

new strategies and tactics. Hey, Jay, what do you think about

this? We heard about this call center. We heard about this lead

gen company. What do you think? Oh, where'd you hear about that?

Oh, from my mastermind. Few of the guys in the group are using

it and they're killing it. Success leaves clues. If all the

top firms are in masterminds, why aren't you all in

masterminds? Right? So if you haven't checked it out, I'll

explain what it is. As a matter of fact, it's also been super

powerful for me, and I'll tell you my own story with masterminds.

So the power of masterminds, the concept, was first mentioned by

Napoleon Hill in his book The Law of success, and then

I happen to have my copy here. It's right at the top, because I

refer people to this all the time, but this book, you see is

like folded back, there's notes, there's there's clips in there,

because I've read that book pretty much every year for the

last 25 years, since my aunt referred me to it, but the

concept of the mastermind in the it's just one of many concepts

in the book, a mastermind is a peer to peer mentoring group

used to help members solve problems with input and advice

from the other group members. So typically, you're going to get

in a group of people whose business are at a similar stage,

and then you're going to coach each other in different ways,

and I'll talk about that. Now. The story behind Napoleon Hill,

he was hired by Andrew Carnegie, who was one of the first

billionaires, like if you adjust the dollars from that time to

this time, and the secret of his success was traced to the sum

total of the minds of his business associates, according

to Napoleon Hill's read on it, but basically, Napoleon Hill

went to interview him for a magazine, and Carnegie said,

hey, I'll give you another project. Will you write a book?

I'll introduce you to my super successful and wealthy friends,

and I want you to sum up why they're successful, because he

knew a lot of people who are smarter than his band of merry

men, but those folks didn't have the success.

So he wanted to give people the opportunity to learn from Henry

Ford, Thomas, Edison, Alexander Graham Bell, Andrew Carnegie,

Rockefeller, all the first billionaires of their day now in

adjusted dollars. Right? Tony Robbins quotes Jim Rome says

you're the average of the five people you spend the most time

with. I'm sure you've heard this before, so why don't you give

yourself an opportunity to hang out with some super successful

people two or three times a year at a retreat or a mastermind

now, the first one that I got involved with was Vistage. And

Vistage is not specific to law firms. Basically, they'll get

someone from 15 different industries. And the way it works

is you meet once a month with the full group, and then you

meet once a month with your Vistage coach. Think they're

called a chairman, and typically it's someone who's had a

successful exit from one or more businesses. They're semi

retired, and they just want to help other businesses and make a

few bucks on the side, and so they run these Vistage groups.

Now, I first met these groups because I was being asked to

speak about the 10 golden rules of internet marketing and

explain the early days of digital marketing to these

business executives. And then I got involved in a Vistage group.

It wasn't exactly a Vistage group. It was a group that had

broken off, formed their own group, and I got to hang out

with 15 other successful business owners, and we coached

each other. So once a month, we would have a speaker talking

about something like internet marketing or investments or

hiring or the economy, and they bring in an expert every month,

and that would take place in the morning, and we'd grill the

expert on whatever their topic was. And then in the afternoon,

one of the business owners would take the hot seat. We'd share

our financials, any problems we had, and the group would coach

us through those problems, another group of masterminds

I've been very successful with.

This one was called the International Society of online

entrepreneurs. And some of the early biggest names in internet

marketing were in this group the one time they were looking for a

quote in one of the national publications, and she couldn't

remember the name, so the journalist said, I'll just call

you guys the hot shots. So we became known as the hot shots.

Another group I've been involved with for many years is the

internet old timers Foundation. And these all all have different

formats, where you get together, either at industry conferences

or separate retreats, and we all mastermind and Hot Seat

together. Another group is called strategic forum, which is

a CEO group that I've been involved with. But these have

been very successful for my business. And most recently, I

joined a group about, actually about six years ago, called

seven figure agency. And there's another subset of us called the

Titans, which are multiple seven figure agencies and. Basically,

we get together about three times a year. We have a lot of

educational content, so in the live events, we all speak from

stage and share new things that we're working on. There's a

couple Facebook groups. So there's one for the general

group, one for the Titans, but these some groups will use a

listserv, whether they just do question answers on lists or

LinkedIn group or another group uses WhatsApp, and then,

typically there's a hot seat. So we'll meet for a full day after

the regular big conference, and everybody gets about half an

hour to bring one problem we have in our business. And

everyone in the mastermind 20 or 30, the smartest people in my

industry will help me solve a problem I have. There's the live

events, and there's a lot of what I call give to get where

everyone in the group is super smart and we're all in working

in one niche, so we don't mind sharing with everybody who don't

compete directly with us in our business. So the masterminds are

super, super effective.

So I highly recommend you check out some of the legal

masterminds if you haven't Great Legal Marketing is cut. The

conference is coming up in DC in October. I'm going to be

speaking there, and it's a great place to meet a bunch of folks

who are in masterminds. It's run by Ben and Brian glass, father

and son. They're awesome. Highly recommend it. I mentioned Ken

Hardison from pilma earlier, and they do an annual conference in

the spring. We also participate in that conference, and they run

a bunch of great masterminds at different levels. So Great Legal

Marketing is for firms under a million. Pilma has groups for

under a million, a million to three, three to five, five to

1010, and above. Some new groups. Mike Morris was a

speaker at our conference, tgr, live last year, and he wrote a

book called fireproof. I'm sure many of you have heard of it.

And he runs a couple masterminds now into the fireproof brand,

and Bill Biggs, also a tgr live speaker, helps coach the law

firms, two great minds, and John knock Hazel is with Mike at his

law firm, and the three of them are great. And then rob Levine,

super successful, super brilliant attorney, also runs

masterminds. So I highly recommend checking out some of

those if you're interested. Again. Sum it up. There's

typically do one to ones with your coach. So I have a one to

one to one with my coach every month. Then you do the group

meetings. Generally they're 10 or 15. There's a lot of great

content, lot of great brainstorming, and the hot seats

are super powerful. So we do one a month virtually on a Zoom

meeting. And you bring a problem you have. I had an issue with

sales yesterday, and my group coached me on that. And then

there's also an online community, so either a WhatsApp

group or Facebook group, where you can just ask little

questions, hey, Has anybody used this software? Has anybody used

this vendor? And you'll typically get four or five

answers really, really quickly that help you make a decision.

And number seven. Number six is masterminds. Number seven is

operating systems. I'm going to talk today about the EOS

operating system from the best selling book traction by Gino

Wickman. I'm also a big fan of mastering the Rockefeller habits

and scaling up. And Vern Harnish has a system called Scaling up.

There's another one I'm not personally familiar with, but

I've heard a lot of law firms are using the great game of

business. And so number seven, the seventh hottest strategy for

law firms, is operating systems. And we love the EOS operating

system, and the book I mentioned is called Traction. But if

you're the founder of your firm, I actually recommend Get a grip,

and that's the a similar thing that explains the EOS operating

system, but it's told in the form of a case study, of a

story. It's a parable, if you will, and it's one of the first

clients that Gina Wickman had, and it tells the story. So I

actually recommend Get a grip for most of the folks who are

going to be listening to this, because typically it's the

founder of the firm or the visionary who does this kind of

thing, who you know is out there trying to improve the firm, and

then the operator, if you have a partner who's more in the day to

day operations, who's the trial attorney who's the Chief

Operating Officer. Typically, that person should read

traction, because it's a little bit more detailed. But anyways,

once most of us had this experience where we read

traction, couldn't quite get through it. Tried again. There's

400,000 firms now using Eos, so I kept hearing about it, and so

many attorneys are using it. And so many people in my seven

figure agency, mastermind are using EOS. So I then read, get a

grip, and then it came through. I got it, I got a grip, and I

got the software, and then I started integrating the program.

And what we did to launch it is everybody in the company read

the basic book, which is called, What the heck. Because EOS. And

so we read a chapter a month in a book club, and then we started

launching the program.

So the first thing we did is we did a soft launch, where we

started using some of the parts of the program. And then in

someone who's licensed by the EOS companies, and they come in

and walk you through how to use the program. So here's how we

got started with EOS. We started using some of the tools. So we

started having a version of L 10 meetings, which are EOS calls

the level 10 meetings. But basically what you do is, every

week, your leadership team follows the same agenda, and

it's a really, really effective agenda. You share good news,

then you go through the scorecard, rock review. Just

report on are you on schedule with your handling your big

projects, some customer employee headlines your to do's and your

IDSS and IDS is another great thing, where anything that comes

up in the business, if there's something I think we need to

talk about with the leadership team, we IDs it identify,

discuss and solve. So we clearly identify the issue. So many

times you go to meetings and and nothing ever gets done, and two

weeks later, you're talking about the same thing. Well,

using IDs, things get solved, but the most powerful thing

about EOS is everybody knows the terminology, and now everybody

from the company is marching to the beat of the same drummer the

EOS scorecard. So we go through a scorecard, and everyone's

responsible for one of these numbers. So maybe Caitlin is

reports on website visits. Cortez is telling us how many

calls, how many chats, forms, how many referrals, how many

signed clients, how many Google reviews and our Google start

rating? So I'll quote Josh again. What you measure gets

attention and improves every week. We're looking at the most

important numbers in what we call a scorecard, we've defined

our EOS core values, so 10 golden rules is fun and easy. We

tell a joke of the week like we told a joke today in the

webinar. So we just start out with a little laugh with our

clients, and then we also want to be easy to deal with. We want

to make it easy. If our customers have a request, we're

going to get back to them with a timeline and details and make it

super easy to deal with. Us expect excellence. Everybody in

the company has to hold themselves to a high level of excellence.

And also, we expect excellence of our vendors and even our

clients. If there's a problem, we expect our employees to own

it and solve it, and we always want to introduce the leading

trends. Like today, we're introducing some new strategies

around AEO and intake and things like that. A lot of our new

product introductions, like tgr Boomerang, come from this R and

D research and development department, where we want to be

ahead of the leading trends in our industry. Here's an example

for a law firm. My buddy's over at Daniel Stark. They live and

breathe. Their core values. Work hard, play hard. Do it all. Do

it right. Do it now. Sounds a little bit like own it. Solve it

right. Arms out, thumbs up, like that one and be remarkable.

That's a great slogan. Actually, I think Seth Godin talked about

that in Purple Cow. Don't only be good, be remarkable, so good

that people would talk about you, would remark about you to

their friends. And then another thing in us is you develop a

proven process. So over the past 23 years, we developed what we

call our tgr law firm growth formula, and we wrote it down

and we scripted it out with EOS guideline. So our first part of

the law firm growth formula is to attract and we believe we

attract clients better than three times the national

average. We work on positioning with the firms, and then we also

work on conversion. We talked about our AI conversion strategy

and tgr boomerang that takes the leads you miss and sends them to

your intake department. And then we also work closely with our

firm on five star operations. We write an annual strategic plan,

we work on best practice operations, and we have

different programs to get five star reviews and referrals. So

that's our proven process. Here's Daniel Starks. They start

with a free case evaluation, evidence collection, medical

care, full case evaluation, case resolution and compensation.

If you click on these buttons, you walk through the proven

process design to protect you. So basically, what you're doing

is you're writing down your process. And there's a lot of

SOPs, standard operating procedures in EOS. So everything

we do, we document, we make sure everybody on the team is

trained, and if they do something wrong, we can go back

to the documented training or the checklist or the process

that's written down. Another piece of Eos is VTO, the vision

traction organizer. So we've got our. One year plan, our issues,

list, our core values, our three year picture. And this is what

we generally focus on in our quarterly meetings. And finally,

is our quarterly rocks. And we've been doing rocks, actually

for about 10 years, because I think that term originally came

from mastering the Rockefeller habits. But essentially what we

do every quarter as we brainstorm and we come up with

our company's top five rocks, big picture projects that are

going to solve a problem or promote something we're really

good at in the company. So here was our top five rocks for q1

and it was to hire a social media manager. Brianna was

charged with that, and we were going to hire our first full

new website to focus on law. So we had for a couple years, been

saying we specialize in only working with lawyers. Now, five

years later, we only work with lawyers, but when we needed a

website that would be focused. Maria took that project,

defining roles and responsibilities, went to Laura,

repositioned 10 golden rules as law firm strategy in addition to

digital. So we've talked a lot about that. Today was my job,

and we opened our second office in Atlanta. So that was up to

Laura. And so we successfully hired diamond, our social media

manager. It took more than three months. So the rocks are

supposed to be quarterly, but we got started, and we took about

four to five months to get the new website up. Focused on law,

our clearly defined roles and responsibilities went into a

software called click up, and we developed our positioning to not

only focus on internet marketing for law firms, but also growth

strategies for law firms. The other things we're talking about

here today, and finally, we got the Atlanta office open, where

Laura worked out.

Next thing is something called the people analyzer. So this is

a great tool for making sure that people we got the right

people in the right seat. So there's a rprs audit you do. And

a lot of times, like we recently had someone who maybe wasn't the

fit for her current job, but she was the right person. She fit

our core values. So what you do is you look at the core values

first, and then you say, do they get it? Do they get the job? Do

they want the job? Do they have the capacity for the job? And a

lot of times, if someone's not doing a great job, it's a part

of all three things. Eos, just to get started, I recommend

reading Get a grip. Or if you're the operations partner in your

firm, or literally, the COO, you should read traction, and then

you can start defining your core values, having level 10

meetings, keeping a scorecard, and some of these things I

recommend starting if you're just, you know, crawl, walk,

run, if you just want to get started, have a weekly meeting

with the same agenda, read up on the level 10 agenda. Do

quarterly rocks and start solving big problems. Assign

each problem to one person and get those done every quarter.

There we are the seven hottest strategies for law firm growth.

Number one, AEO, answer engine optimization, so a little twist

on SEO search engine optimization. Number two, super

hot is video. I don't know about you, but when I look at my

YouTube now, there's always a great video recommended for me.

It's going to be about marketing. It's going to be

about my hockey team or my football team. Like YouTube

knows what I like to watch, and they show me more stuff in the

categories I like to watch. Number three is conversion optimization.

Don't fall for the Morgan and Morgan trick, and I didn't

mention that earlier, but Morgan and Morgan put a huge form on

the homepage of their website. And a lot of clients are coming

to me. They're like Jay Morgan and Morgan put a form on their

website. We want to put a form on our website. Trust me, we've

tested it over and over. If you're Morgan and Morgan, and

you spend four, $50 million on advertising, and someone fills

out your form, they sit there and wait by the phone for Morgan

and Morgan to call them back. If you're anyone other than Morgan

and Morgan, maybe if you're one of the top advertisers in your

market, you can get away with it. But if you're anyone else,

you want people to call you, so when they go to your website,

when they go to your social media, you want to get a phone

call, not a form fill. The other things we have under conversion

optimization is our AI product that we created that's analyzing

the calls and doing training for your intake team. Be happy to

show you how that works, and our tgr boomerang. If you miss a

call, you immediately get a text, or someone fills out a

form, your intake team gets a text. You can follow up on that

lead. We talked about the importance of focusing on your

brand, and you don't have Morgan, Morgan's budget, but if

you pick what you stand for, and you develop a brand book and.

And a brand slogan and the colors, and you consistently

deliver your brand and your marketplace, you'll be

recognized like twice as highly as if you don't consistently

deliver a message, delivering five star operations. So we

talked about testing out case status or Hona and our VIP kits

and our VIP parties. Highly recommend you joining a

mastermind and last but not least, using an operating system

like EOS. Quick request for you, if you made it this far and you

like this stuff, would you like me to share this presentation

with your bar association or your trial lawyers group or any

other group that you're involved with.

So I have a goal for the next year. I want to speak at several

bar associations, so I'd love it if you'd make an introduction to

your local group, and if your traffic's down, that's why we do

these things. We want to help you out. And the first thing is,

we'll give you a free audit, a free report. We'll show you how

you're doing locally. Are you ranking number 123, in the

Google Maps? We'll show you your website performance. This is an

SEO report. We call it falling off the Google cliff. And this

they're down to 500 keywords. So if you feel like you're falling

off the Google cliff, give us a chat right now, or come to 10

Golden rules.com or find me on LinkedIn or Facebook, and with

that, I'd be happy to take some questions. Aaron asked, Will

this be available for download? Yeah, all of these go on our

YouTube channel so it will be available. David said, what was

the percentage of click to call versus dialed calls, click to

call versus dialed calls. I guess that's a question about

the Google products, like in Google advertising, Google Pay

per click. You can do click to call. I don't know that

percentage, but what I can tell you is we focus our campaigns to

get as many phone calls as we can. So we don't want clicks, we

want calls. So as I said earlier, and we saw one of the

reports, typically 20 to 25% of phone calls. You can sign up as

a client once you get them on the phone and you find out it's

good fit, you can send them a DocuSign, or even if they're in

the hospital, you're going to send an investigator right out

to meet them. Or if it's a big enough case, the attorney gets

in his car and immediately goes to the hospital, right? So you

want as many phone calls as you can.

So what's the percentage of click to call versus dialed

calls? Dialed calls would be more of a function. If they go

to your website, they see the phone number and they dial it

in, but I'm sorry I don't know the percentage phone calls. Rule

says TV, whoever TV is, thanks for coming out. Great. Thanks

for the info. New Software is working. Great. Good to hear. We

need to have 24 hour service to get LSA opportunities. Question

from CW, you do not need to have 24 hour service to get LSAs, but

we recommend it, and I can recommend a couple call centers,

Smith, AI go answer and some others, but I'd highly recommend

having that 24 hour service, because you'll get a larger

percentage of the LSAS that are available in your marketplace.

Cynthia loved the presentation. Thank you so much. Thank you for

being here. Cynthia Christy, watching from YouTube, asked

with Google, Bing and now chat, GPT integrating AI results.

What's your strategy to get your website featured in these new AI

powered search engines? I think that is that first section of

the presentation we talked about. You want to answer

questions in your SEO. So basically what we do is we'll

say, the attorney will record a video and say, one of the

questions I'm getting asked all the time is, what do I do when I

get hit by an Uber and then he'll go on to answer the

question, and then we optimize that video, we put it on

YouTube, then we take the YouTube video and we write a

page all about that. I showed a couple examples today where the

video goes inherent on the website. It's a YouTube video so

everybody can watch it like YouTube took care of the

software and the streaming, and then explain the answer to the

question. How do you get listed in these new answer engines? You

answer questions and you do a great job in the blog. We're

going to put the answer right at the very top of the page, and

then you go and answer questions on other answer engines, like

Reddit and Quora, and become an expert. And that's kind of the

second part of it.

Are these specific Google tools are featured. EG, Google

business profile, local service as the law firms underutilize

Good question, what would I say are the most underutilized

Google business profile is underutilized. A lot of people

just set it up once and forget it. You should add content to

your Google business profile every week we treat it. Like the

SEO platform that it is, because, frankly, Google

business profile or your Google Maps listing, it's like a mini

website that you lease from Google. If you do everything

right, you keep ownership of it. If you get fake reviews or

something, Google might pull that from you. If you have a

fake address, and you're not really at a physical address. It

is. Google Maps is designed for people to use the navigation

feature to get to that location, so you can't go afoul of any of

Google's Best Practices rules in terms of engagement or whatever.

But if you think of that mini website, if you do a Google

search today, you're going to see an AI answer, then you're

going to see Google Maps, then you're going to see SEO Well,

Google Maps is they're going to pick the top three based off of

an SEO algorithm. And so the SEO algorithm is closely linked to

the regular SEO algorithm, the organic results, the free SEO

having lots of reviews, having highly rated, five star reviews,

having your Google profile updated, having creating all the

practice areas in that Google profile updating, making sure

everywhere throughout the internet, your Google profile,

your Google address, phone number and name is consistent.

There's a whole bunch of SEO we do around local and the Google

business profile. So all of that stuff is rarely done by firms

unless they have a top notch agency, local service ads. The

biggest mistake I see with local service ads is a lot of people

gave up. They had a bad month or two.

Guess what they like last October, November, when they

changed to AI and they took away the ability to dispute a lead, a

bad lead, and they let the AI do it. It upset the apple cart,

right? Like some people who didn't get very many essays, got

a lot of LCAs, and some people who were getting the local

service, ads, Google screen leads, they went away, come

back, give it another try, because so many people gave up

too early. And if you follow the secret algorithm we talked

about, you're going to do well in the LSAS. What would I say is

one of the trying to think of something, you know, video. I

can't tell you how many prospects I meet, and we look at

their YouTube page, and they did 10 videos four years ago, and

they think that's a video strategy. What we do is a

minimum of one video per week for our clients. Question from

Scott, great presentation. Thank you. Scott Olga, do you

recommend using a corporate account to become an expert on

Reddit? If yes, how would you do that without getting blocked

very quickly? I actually recommend doing an individual

account, if you can. I mentioned earlier that the individual is

being seen as an expert through Reddit and Quora and video,

YouTube video, more than the company. It might change, but

today, there's more opportunity for Jay Berkowitz to become an

expert in the answer engines than 10 golden rules. There's

more opportunity for Wayne Holcomb than Holcomb Lacher

recommend that. And with that, I think we're out of time, out of questions.

Thank you all for being here. This was a lot of fun today, a

lot of new stuff for me. Any questions, just don't hesitate

to reach out to us at 10 golden rules, we'll be happy to do an

audit for you, as I mentioned. And I look forward to seeing

everyone next month, the next month, we're gonna have a case

study with Jeff McDonald, and you saw the amazing results Jeff

had. And the month after that, we're gonna have a technology

panel with some of the newest technologies, some brand new

things I didn't even share here today. So look forward to seeing

on coming podcasts and webinars. And with that, have a great day.

me a ping back on social media and let me know you enjoyed it

today. Thanks so much.