EP056: Discover How Solo PI Attorney Bryan Garrett New Cases Up 395%
In this episode, we uncover all the secrets that have taken solo PI attorney, Bryan Garrett, from 5-6 car accident cases a month to over 45 cases a month using Local Service Ads (Google Screened), SEO and social media. Join our host Jay Berkowitz, Founder of internet marketing firm Ten Golden Rules, as he breaks down the strategies and best practices that helped Bryan to achieve over 395% growth, increases in website conversions, 300,000 video views, and successfully ranking at the top of Google. They’ll discuss what makes a good lead, garnering client reviews, the importance of communication with clients, and how Google has changed his business.
● 0:25 – Introduction
● 2:25 – Bryan Garrett introduction
● 7:05 – Becoming a trial lawyer
● 11:05 – Garnering leads from Google Screened
● 20:33 – “What gets measured gets attention and improves”
● 25:03 – How to get clients to leave reviews
● 32:51 – The value of YouTube videos
● 40:28 – Tapping into SEO
● 55:02 – Tips for getting videos to go viral
● 58:19 – How to get more client calls and what to do with them
Bryan Garrett Website:
Ten Golden Rules
About Bryan Garrett:
Bryan Garrett is a solo attorney specializing in personal injury law with over 15 years in the field. Accompanied by an impressive academic background with a JD with honors from the University of Oklahoma, Bryan is a proud member of the Oklahoma Bar and the Trial Lawyers Association. Though he’s not just any lawyer, he’s a Super Lawyer– a title that’s not given but earned through the praise of his legal peers.
About Jay Berkowitz:
Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and in publications worldwide.
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Well, hello, everyone, and welcome to this month's webinar the secrets of local search. Now, this is so important because 65% of clicks are going to Google screened at Google Maps, right at the top of a Google search. So if you're not nailing your local search, you're missing out on about 65% of the clicks. Now, people are calling Google screened. And when they click to call, these are pay per lead. So the beauty of the local service ads are the Google screen, and people call it the same thing. The beauty of these is that they're, as I said, pay per lead. And you don't pay if someone's calling like for a real estate agent, and you're not a real estate agent. Or if someone's calling you know, it's like a robo call computer call, you don't pay for it. So the beauty of the pay per click their pay per lead, not pay per click, they're not clicking to your website, you're only paying for a phone call. 86% of people use Google Maps to find local businesses. So between the Google screen the local service ads and the Google Maps, I mean, you're really covering off a tremendous amount of opportunity. And Google's changed a couple things, they've with an update called vicinity, which is like the local pneus of search, with the vicinity update, and changes to the local service ads, you now don't need to have the most reviews. So it used to be the biggest guys, the guys with 1000 Reviews would come up number one in Google Maps. And that's just not the case anymore. I mean, look, this guy has 18, this guy is 37. This guy has 66. And we've got 117 146 and 39. Coming up in the top three of the local service ads, there's a new magic to that algorithm. And that's you need one to two new reviews per week. And we'll talk about that when we get into it here. So without further ado, can I get a show of hands from y'all? Can you just give me hands up? Like, are you one of those people who's got it all figured out? And you you're nailing it in local search, you're coming up in the top three of LSAS all the time, or you're just here for some advanced tips. So how many people have it all figured out? And how many would say they're kind of lost? Okay, give me a Hands up if you if you're falling out of the top three, and you're here to figure out how to get back in the top three, or you've never been there? You're a newbie. And lastly, how many people are in the middle and you're just not a hand raiser. Okay, thanks for playing along. So, first of all, I want to thank you. Because you're here, you know, you made itJay Berkowitz:
here, you took time out of your busy day took time away from work and family. And in fact, you had other things to do. So you care about improving your business, improving your career, using this technology to get ahead, you're a rock star. And you know, you're kind of like myself and and the other people here today, the people who take the time to do these things are about 100% or 200% ahead of other people in their career, or they're doing twice as much or three times as much business. Now, if you're if you're sort of my generation used to listen to FM radio, and all of our favorite station is always wi I fm, what's in it for me. So for you today, I promised you some easy strategies, tactics to get in the top three, or get back in the top three, if you fall it out. And I'm going to share my secret algorithm. We call it our secret code for how to get in the top three of the local service ads, and some advanced strategies for both the local services and the maps. And just before I do that, I'm going to share with you why I believe I'm qualified to help you today and be your guide through the local maps. So I come from a city called Winnipeg, Canada. Most of the year it looks like this super cold. Right now. It's beautiful and sunny. They've got about two months to summer. But I got lucky and my wife and I and our guy Parker, we now live in beautiful Boca Raton, Florida. And in my background, I worked on traditional marketing. I worked on Coca Cola advertising and it was great to work on one of the world's oldest marketed brands was an amazing challenge to work on a brand that it had already been marketed for over 100 years. And I I worked for Sprint and I got into technology in the very early days of technology and got people their first emails and got companies their first websites. I also worked for both the ad agency and as a director of marketing for McDonald's restaurants. And I sold some of the most delicious high fat food in the world. URL, I went directly from selling Big Macs to working at EA diets.com. And this was an online diet company that we spent $40 million in online advertising to generate $60 million in sales. Very, very big success story back in 2003. And in those early days of advertising and marketing, Google was really in beta Mark Zuckerberg was in high school, we were doing the very early advertising on MSN, AOL and Yahoo. Running banner ads to bring people to eat diets. To sign them up to our online diet program. I was asked to speak at the Direct Marketing Association, and I wrote a presentation called the 10 Golden Rules of online marketing. So 10, golden rules became my book, my presentation, my blog, my podcast, and the name of my company, 10 Golden Rules digital agency. My fifth book is coming out this year, called Internet Marketing for law firms. And we're very specialized today working with law firms and professional services. And most of the examples I'm going to give you today are about law firms and professional services. But really, it's applicable for everything when it comes to the local service ads. If you're in another category, like if you're in financial services, or even if you're in plumbing or home services, like air conditioning, most of what we're going to share today is applicable in every industry. Now I speak at a number of conferences all around the world, talking about internet marketing, and now more specifically about legal, I'm heading to this conference next week called MNL, which is a private conference. And every year, we give the million awards for the best digital marketing for law firms. Here's our company website, 10, Golden rules.com, and some of our clients websites that we do all across the country and, you know, creating great branding for our clients. What makes me really happy as a Canadian, and as a marketer, is getting a hockey stick for my clients. The hockey stick in business, we talk about going from 1000 or 2000 visits to a website to 8000 or 9000 visits. And this client was getting 20 or 30 leads each month. And slowly we grew it to 90 leads 180 leads to another 26 leads 20 to 32 leads. So our job is to get your hockey stick through your digital marketing, get more traffic to your website, convert those leads to sign clients. So today we're going to talk about how to do that through local search, we're going to focus on two areas, how to rank at the top of Google screen, the local service ads and Google Maps. So without further ado, I twelves. Explain Basic Search. And again, for those of you who are super advanced, I will get to some good stuff in a couple of minutes. But a basic search for personal injury lawyer in Nashville, Tennessee, gives us three local service ad results. And this is on a desktop you're only going to see two of these on a phone, we'll show that in a minute. This is one pay per click ad PPC. So the difference between the local service ads and the pay per click is on these ads, you're just going to get a call. And these are pay per lead these they're going to click and go to your website. And then your website has to convert them to call. But as we all know, 90% of people don't call when they come to a website. So the beauty of these is 100% of these calls are phone calls their leads, and 90% of these are going to leave your website, they're not going to give you a call. Now this is the maps area. And they they're sneaking in one ad here a sponsor the sponsor. So it looks exactly like all the other results. Little tricky by Google these days, they're putting the paid ad back in the maps, I'd say about half the time. And then this is what we call the three pack. So we're gonna get to the map section in a minute. And then down below, there's 10 results on the first page, and 10 on the second page 10 on the third page. This is what Google calls we call SEO, free organic search engine optimization. So in this section, we we had a whole other presentation called crack the code, I'm going to stick with that theme today and share with you our secret code to get in the top three. So as I mentioned, the vision, the visual of the local service ads or Google screen, again, it's the same terminology. The visual is the same on a phone, there's only two results. And then when you do it on your desktop or laptop, you're gonna see three results. I don't know why Google does it that way. But that's the way they've done it from day one. And then if you click more personal injury lawyers, you'd be able to see the list of everybody who's approved, screened and running a budget and everybody who's approved and screened and not running a budget. And the consumer. You know, the consumer is pretty familiar with clicking on the More button because they have more businesses in the maps, more personal injury lawyers, but really Um, you know, the the game is to get in the in the top three, get in the top three of the map pack. And you see here on the phone, you know, it's really the locals taking up the entirety of the phone. And this is such a tremendous opportunity, like one of our clients is consistently getting over 200 leads every month. So if you haven't gotten in the local service ad program, you know, as I mentioned before, but 65% of the clicks are going to these programs. So depending on the configuration from Google, you know, you're missing out on a vast majority of the opportunity. Now, I touched on this a minute ago, but you pay only for qualified calls, there's only two boxes on the mobile, you don't pay for clicks, and you don't pay for non leads. And I'll show you in a minute how you can reject a robo call, or someone from a different practice area, or someone calling, you know, completely unrelated to the practice of law. And this is a different program from pay per click, it's the Google Ads program, or it used to be called AdWords is a different program than the Google screen, you got to sign up, we'll show you how to do that. Now, I've talked a lot about calls, calls, calls. And you all know that when you get a phone call, you get someone on the phone, or your intake department takes a call, those calls convert at about 24%. So they're super valuable, we want to get those calls. Because the calls convert a 24%. If someone comes in through your chat, that converted nine or 10%. And the forms only converted 2%. So when someone fills out a form on your site, and you give them a call a couple hours later, there's a good chance they've already signed on with someone else. So we want to push all of our marketing to the calls. And that's why we love these local service ads, and even the maps because people can click to call and you get that phone call.Jay Berkowitz:
So how do you get screened? How do you get signed up on the program? Well, we recommend creating a new Gmail address. And that's very important and valuable, because the program seems to get confused if you use an old Gmail, in particular for use the same Gmail that you use for your AdWords. So it's just really easy credit, you know, firm name, or firm name email@example.com. And so you'll always know that's your, your Gmail for this program. And then you want to complete the profile, there's about 14 different things, we'd be happy to walk you through that if you haven't gotten screened or gotten approved. Or if you're having trouble and you're getting you got blocked by Google, we can help you. We're very good. Now at getting you back in the program, you'll need your current bar license. And some states are going to require different things like proof of insurance, how long you've been at your current location, and different things like that. But the good news is there used to be a screening company that actually took you know, at one point there, Google was getting bogged down, it was taking like two to three months to get approved. Now we can get it done in about three to four weeks. So I don't want to hold back on secret code, I promise to share the most important things for getting in the top three. Or again, if you've fallen out of the top three, we'll talk about how you get back into that position. And I always like to talk about the red phone. I don't know if it was an urban myth or not. But supposing there was a red phone in the White House during the Reagan years during the Cold War. And if that red phone rang, it meant it was a direct line from the Kremlin. And Russia was calling and it meant serious things. So you know the analogy, the red phone is like when that red phone rings, you pick it up. And now we want you to start thinking of the Google screen as the red phone, you want to answer these calls within 15 seconds, you never want to miss a call. And that's 15 seconds is generally about three rings, you also want to be available 24/7. So if you really want to be in the top three, you have to tell Google, we are super responsive. We love this program, we're going to take these calls, we're going to answer them right away. We're going to book meetings with these folks. And we're going to pay you for a vast majority of these calls. And that's that's another subtlety of the program, which is you can reject leads. As I mentioned before, if it's a robo call, if it's someone calling from a different practice area, you can tell Google I don't want to pay for those leads. But you want to overpay you want to pay for a higher percentage of those leads, you want to answer the phone quickly. We call it responsiveness. The second thing is you want to get into the back end of your Google screen program. And you want to designate the leads at least two times a day. So we used to say once a day, but now we're seeing even more benefit and getting in there super quickly. So when you log into the backend, you can listen to each call, and then you're going to designate it as either completed or booked. So that's basically the same thing but booked means you booked an appointment. So you said hey, this persons coming in at three o'clock tomorrow, or you want to archive. So archiving says we don't want to pay for this. It's not in our practice area. And then you want to put a lot of notes either way, and tell Google a lot about why why you're doing what you're doing. Now, I mentioned earlier that you don't have to have the most reviews. So we see here, like, this guy's got 65 reviews, this guy's got 357. Our client here has 179. They're in first position, which is awesome. But you know, this guy's in this number two position. So this algorithm is rewarding us for getting one or two new reviews every week. That's great news, right? Because it used to be that if Morgan and Morgan was in your market, and they had 1000 reviews, you know, you were pretty much relegated to second or third position. But that's not the case anymore, particularly with the LSAS. It's still more so in the maps. But in the local service ads or Google screen, I'm using these terms interchangeably, right Google screen LSAS local service ads, you only need one or two new reviews per week to start getting a bigger share of the top 123 positions. And how do you get reviews? Well, the first thing is you should have bird eye or podium. And that's one of those software's if you don't know it professionally, you've seen it as a consumer, when you go to a doctor's office and you get an email and they want you to do a review or you go to a restaurant, they're using one of these software's you want to make it super easy for your paralegals or your assistants or your lawyers to send a note out to the clients after you've completed a case. Or maybe once you've negotiated a settlement, that's a great time they're at their happiest with the firm, you want to send them one of these links. And it makes it super easy for the consumer to fill in that Google review as well. And then really good strategy, what we recommend is you want to give an incentive to the paralegals. So a lot of the law firms are giving like a 25 or $50 Restaurant gift card for each five star review they get. Now, one caution, you cannot give the $50 to the consumer, you can't incentivize the consumer that's against Google's Terms of Service. And we've come up with an additional program we call our VIP or inner circle or a law firm family program. And in the old days, we used to do these inner circle meetings at buffet restaurants or you know, invite everyone in to a pizza place and give everybody some of your logoed merchandise and, and give everybody a copy of your book and things like that. Well, since COVID, we stopped doing the in person restaurant meetups. But what we started with sending the party to them, we send out some licensed merchandise is our friend Stewart and Stewart, in Indiana that we do this program for, we send out a gift certificate. So again, you could send them a $5 coffee, or you could send them a $25 lunch at Dunkin Donuts, we send them VIP cards that they can use to give to friends and family for referrals, which is great. And then we call everybody and we ask them, if they received their box, we asked them to open it up, make sure they take the gift certificate out, we want to buy them a lunch, buy them a coffee, and then we text them a link to the Google review, we make it super easy. And we ask them for the five star review. We walk them through it right there on the phone. So this is a program that we do and 10 golden rules, you want to set your bidding, this is strategy number four for for the secret code, you want to set your bidding to maximize leads. And this seems to be the best way with the program. Also in terms of bidding, right now what we're doing our best practice, let's say your budget, like you want to spend 3000 a week, we're setting the budget to about three times what we target. And then we obviously got to keep an eye on it. But you know, 99 times out of 100, Google's not going to give you $10,000 worth of leads, you know they're spreading the love amongst several people in the marketplace. So generally, we can then bring bring the budget in around where we want it. And then the last thing in the secret algorithm, a lot of people don't know this. Let's say you have four locations, you have four LSAS for Google Maps, or Google business profiles. So you got four locations for your law firm, and you set your budget to 10,000 a week for each one. Now, you're gonna pay your bills, you always pay your Google bills, and everybody tells me there's no problem with their credit card. But what they don't realize is you've now got four locations. 10,000 a week, 40,000 a week, times four weeks, that's 160,000 a month. Google does a silent approval on the credit card. And they want to see that if they gave you all these leads, you could pay $160,000 Now you might have a you know really great black Visa card or something that has a $50,000 limit. But Google was gonna get that silent pingback that you can't pay $160,000. So one of the things to be careful of, is to set that within the limits of your credit card. And make sure that, you know, if you're really all out on this program, you've got a separate black card or something that that has a wide limit that you can ensure the credit card paying. So the next section, I just want to talk about managing the live program. So we sort of talked about achieving excellence getting in the top three. So how do you manage the live program? Well, when you log into the program, you click on one of the leads, you can actually listen to the phone call. So you're going to click here, and you're going to listen to the actual recording, and super valuable. And then you can after you listen, you can either archive or book. So you can click on archive or booked as I said before, you want to lean very heavily on most of those calls getting booked. So like I said, if it's you know, a lot of lawyers say to me, well, the person was in in the injury, but it was their fault. And the person that they hit, had no insurance. And that's not a case. But that's completely raw, you know, it's currently wrong mentality. Someone searched Car Accident Lawyer, someone clicked on your your face your ad, someone called you. And Google doesn't know they don't have any insurance. So you've got to pay for those leads. So you want to be over giving in terms of paying for the majority of the leads. Now, if something's completely wacky, like I said, it's in the wrong category, or someone's looking for someone to mend their fence or something. And this happens, because sometimes there's old phone numbers around or you know, just technology gets screwed up, then you can click the three dots. And you can actually click dispute. But again, super important, you've got to put in a lot of details. You know, this is a recorded spam call from spam busters.Jay Berkowitz:
Now, I mentioned earlier that a lot of people now are starting to say, when this program first came out, we first got screened, we love this program, we were getting 75 or 100 leads every month, we were assigning 25 or 3040 cases every month, it was fantastic. But if you fall in and you can't get back up in the top three, we've got the answer for you. So we call this Have you fallen and can't get back up. So the first thing is you want to check your admin panel. A lot of times, it's super simple, your license has expired, or one of the photos got disapproved. And all of a sudden you're out of the top three, but you didn't realize, because you didn't go back into the the back end of the program, it could be a super simple fix, you just have to put your updated license expiry date, and you're good to go. The second thing, if you've fallen out of the top three, you want to open things up super wide. So you're going to open a whole bunch of categories, like you may put in dog bites and other and general legal, you might open up the geographies a little bit, and target multiple gopher like all three of the neighboring counties, right. So you're going to open up the geography. And you might even put in general legal, now you're going to have to take those calls. And you're going to have to pay for those calls. So for a period of time, again, if you follow the top three, now you're going to make an investment, I'm going to pay three, four or $5,000. I'm going to take every legal call I get, hopefully you can refer those to other lawyers, if they're not in your practice areas, you got to open yourself, open your kimono into Google and let them in, you want to be open 24/7. So I see this all the time. I mean, this is a maps, but obviously the these guys, they're LSAS not gonna be showing if they're not open at night, they open at 10 o'clock in the morning or something. You want to be open 24/7 Again, let Google in. Now, this is an advanced strategy for both LSAs and for maps. And that's adding another location or multiple locations. We saw this very early on with Morgan Morgan. They have six locations, right in the city of Orlando. Do they have a big enough office? I'm sure they do. But what they've done is they purchased other lawyers, and then they've maintained that location for a Google Maps a local service, add location, it's a great way if you're, if you've fallen out of the top three, you open a new location, it's got to be a staff location, okay? This cannot be a Regis office. And I can't emphasize that enough. You cannot try and fool Mother Nature. You know, it's not nice to fool Mother Nature. Google is mother nature. So you can't fake it with a shared office space. You really need a location where you know, at the very least I always tell people like they say, Hey, my friends and attorney, I can go in his I can go in his office and I can get an office there. But you're confusing Google because remember, this is called Google Maps. Right? Your local service ads is linked to your Google Maps profile. And if you have a Google Maps profile You have to have a location that people can navigate to with Google Maps, like Google Maps stick, don't forget, we all think of it in terms of how many leads is it going to give me? How many leads am I going to get from my LSAS. But the whole program was designed by Google, that you can put an address in your phone, and you can follow the directions to get there through Google Maps. So you have to have a physical location that people can go to, ideally, you need a sign on the door. And ideally, it's a staff location. One of the strategies some people are using as, let's say, you know, their lawyers commute in. And with COVID, they don't like to come in every day, you know, maybe there's a location 30 or 40 miles away, that's on the way for some of your staff, and a couple of days a week, they could work in that additional location. So now you get the advantage. You've got a, you know, inexpensive, small place, basically, it's just got a boardroom in it, it can even have like a front and then only one persons working there. Ideally, you can have a sign on the wall. So it can also be a billboard like an advertising location. And now you can start getting reviews, building up this location. And it's great for Google Maps. And it's great for LSAS. And it's really important because with the vicinity update vicinity, the look locality, Google did an algorithmic update, and they started showing closer locations. So like, there might have been a day where Morgan and Morgan could dominate the entire city. And their Google Maps would come up everywhere because their website was so prominent, because they had so many reviews. But Google's changed that now. And so you know, the law firm located up here in the willows and a lot law firm down here, and Kirkman has a better chance now to compete with the big guys with his local location. So now you've got guys like Morgan, and many of our clients, we're coaching them to open these second locations. We've recently had a couple tremendous successes with that. Particularly one of our clients, we're located in Boca Raton just opened up in Fort Lauderdale, we had tremendous success with that. Another strategy, again, a fallen out of the top three, but even good maintenance is to add different lawyer profiles. Here's our friend's party and Rodriguez. And we added images for both of them. And we added them both to each of the profiles. And that seems to help either boost your profile, or get back in the top three, when you're not. Again, when you're in this blackout period, if you've been kicked out of the top three, you want to accept absolutely everything, no disputing anything. And the final section I'm going to go into I call it advanced strategies, and some of these sort of crossover, obviously. So the most important thing we mentioned a few times, is you want to always include detailed notes, you want to include some keywords, you want to include a block a paragraph, a copy, so very, very important. And then, again, another advanced strategy, download the LSA app, it's in the iPhone app store, you download the app, and then you can jump on those leads right away in your phone, you can designate in your phone, you can see what's going on. So that's super valuable. And then we've developed a technology called tgr boomerang. And this is a software technology where if you ever miss a phone call, your intake team is going to get a text from boomerang. And so a lot of times you miss calls, even if you answer all your calls, the program will designate miss calls if someone hears the Google recording. So remember, Google is recording all these calls, you can listen to the calls. And Google says that the recording these calls gives you a warning. So when people hear the Google recording, a lot of times they hang up, but 10% of calls hang up before it even gets to your switchboard. So we can also we can grab the phone number if it's recorded in the system, and text it over to your intake team through the software, they can call a person right back. And you get a lot of points in Google's algorithm. If you call someone who hung up, and it was originally a missed call, great strategy, love to quote my friend Josh Nelson, from seven figure agency. And Josh says what gets measured gets attention and improves. What gets measured gets attention and improves. And I would say the number one secret of success for LSAS for our clients is we've created these great tracking spreadsheets where we've got the budget, we've got the leads charged, the number of disputed leads the budget, we're gonna get back how many new reviews that you're getting every week. And we're tracking absolutely everything. And every week, we're sending this data. We're going through this data with our clients and by paying attention to it by showing our clients how many missed calls. The intake department Miss like even if you think you're great, you find out hey, you know one of the receptionist was on on two calls. The other receptionist was on break Have, you missed a call? And it's not the end of the world. But what is the end of the worlds if you don't get in the system, call the person back, put notes in the system, hey, we call this person back, we booked a meeting with them, you know, you get you get in the bad thing Google's bad graces and you can get back in the good graces. So that first section is all about the local service ads. And this next section, we're going to talk about the Google Maps. So how do you get listed in the what we call the three pack down here in the map section. The next section is about Google Maps. So now, a lot of times you do a search on your phone, for example. And if you haven't checked your analytics, you should check your analytics. But most of the firms we're dealing with are getting 60 or 70% of their traffic from mobile, a combination of cell phones and iPads. And so their result is going to look a lot more like this. And realistically, you want to pay super high attention to what is your result look like on a phone? And what is your result look like? On your what is your actual website look like on a phone, right? Because don't forget, you know, more people see these results on a phone than on a big monitor in your office with like high speed internet. That's not how most people are going to experience searches or experience your website. Now let's say we could scroll down the phone. And there's two local service ads. So there's two on a phone, there's one pay per click ad. And then here's the three pack. And generally the down below here, there would be three results. So we call it the three pack or Google calls three pack. It's also called GBP. Google business profile. So where are you going and log in and manage your program is called G B P now. Now here's the maps result. Now,Jay Berkowitz:
I mentioned earlier that Google more often than not, when they first introduced the local service ads, so they've been around for about 16 or 18 months. Now, when they first introduced the local service ads, they took this ad out of the map section. But it seems like more often than not, they're putting it back in. So we call it the three pack. But a lot of times it's the four pack, and 90% of consumers aren't even going to see this little sponsored thing here. So they're going to think that we're in Kesner is the number one recommended map location, where in fact, it's not in this case. So here's the three pack called, let's call this number one, this number two, and this number three, in the map listing. And this is a software we use, where we can show you how you're performing in a 10 mile grid, or we can you know, we can do this 100 mile grid if you want. And we can do one mile variants, or we these are 10 mile variants. Why is this powerful? Well, a lot of people sit in their office and they search and they see oh, we're number one in the maps, we're doing great. You know, as usual, we're always number one, if you search for personal injury lawyer in Palm Beach Gardens, you know, this guy might think, Hey, I'm always number one, no matter what anyone who searches in Palm Beach Gardens. But what is more realistic, is that you're number one, right at your office, these guys do a lot worse to the south. And they do pretty good. To the north and the west, I don't know what this is, we never figured out if that's someone on a boat, or just a, you know, sort of mathematical protection, that's a search for Car Accident Lawyer, they do pretty good, but slip and fall, or they don't do quite as well. So at their location, they're number one, they're pretty good to the west, you know, if you go north, their way out of the top three, they're in position 710. And down to the south, again, their way out of the Google Maps results. So how do you get started with maps and understanding it and you know, if you're if you really just, you know, a new business, or you haven't really looked into this before, so you're just getting started, you would just search your the name of your business. So I've searched 10 golden rules. Now, you know, if your location doesn't come up, they're gonna have something here that says, own this business. And then you can set up your location. So then you go into the backend, you click that link, and you set up your location, Google's gonna send you a postcard, and you have to confirm, yes, we are physically at this location. Because remember, I said earlier, this is Google Maps, right? We all think of it as an SEO vehicle. But it's really first and foremost, it's designed for people to navigate to your location, if they actually have a meeting with you. It's designed, they put in your address and their phone, and they can come find you and come to your location or, you know, we use it, of course all the time. Like, if I want to find a shoe repair, you know, I'm going to put in shoe repair near me. And I'm going to physically navigate to the closest shoe repair. If I want a pizza place, same thing, right? If you're traveling and you're looking for something, you're going to use maps to navigate to the maps location. So Google physically sends you a postcard If, and you physically have to receive that postcard, open it up, find the code, and go back into your Google business profile and login. Now they do have some virtual, if you're having trouble getting the postcard and then seems to happen more often than not these days, they will get on the phone with you, and sometimes ask you to walk around the office and show them the signs and things like that. So remember, Google is confirming physical locations. I mentioned this earlier, you can't fool Mother Nature, you can't have those Regis office locations, then you're gonna go through and you're going to complete a bunch of things that, you know, Google is going to walk you through your address, your service hours, your messaging, your photos, your bookings, you know, a whole bunch of things that you go through. But basically, what you want to do is you want to complete that entire section, fill in everything, put, you know, descriptions, and things like that, and get to 100%. Now, one of the most important things and a mistake many people make is a junior person might fill this in and might just put their lawyer, and then a lot of lawyers will be super frustrated. And they're like, you know, if I search Personal Injury Lawyer, we come up. But if I search workers compensation attorney, we don't come up. And then you know, it's super simple for us, we just go and look at the practice areas, you can add up to five practice areas now. So you want to add all the practice areas that you want to come up for basically, the next thing is you need reviews. And we talked about it earlier, using either the BirdEye, or podium software, creating an incentive for your paralegals. And our VIP program, where we mail out these boxes, I have one right here. So this is again, our steward box. And we send this out, you know, we've been here is the gift certificate, the Starbucks gift certificate,Jay Berkowitz:
we've got VIP cards that they can give to friends and family for referrals, we got a nice pen, we got, you know, a bunch of nice logo merchandise. So we send that out. And then we ask the client to do a review. Now, typically, the guy with the most reviews, or the or the woman with the most reviews, is going to come up highest in the marketplace. But that's no longer a rule, right. Like, as I mentioned before, closeness, vicinity, closeness of the geography is going to weigh in, and getting one or two new reviews every week is going to help you there. The next thing we recommend is starting to think of your firm with the concierge service. And we're starting to do this 10 golden rules as well. As soon as we sign on a new client, we assign a person to do onboarding for them. And we walk them through here's how you're going to work with 10 golden rules. Here's, you know, here's my number, here's my personal cell phone. Anytime you have questions for the law firm, give us a call. And if you give people that white glove five star type kind of service, like the concierge does, at a five star hotel, there's a much higher likelihood that they're going to be happy. First of all, they're gonna enjoy working with your firm, and you're gonna get that five star review. And the concierge can ask for that five star review at the end. Another strategy I always share with my clients called write a check, get a review. And so many people forget that every every vendor they're working with every time they sponsor a softball team, every time and very importantly, every time you give a donation to your law school, your college alumni, those are super powerful relationships that if they would link to your website, it's going to boost your website and SEO, it's going to boost your local SEO. So you either want to get a link back from that organization, or get a review. So or both, right? So if you let's say you sponsor one of the guys on an on the offer, and they've got a softball team in the beer League, you got to say, hey, we'll sponsor the team again. But we want to make sure everybody on the team gives us a five star review over the course of a season. The next thing we call nap. NAP is name, address and phone number. And so here we got Dudley DuBose, your injury lawyers, great guys out of Baton Rouge, and multiple places in Louisiana. But when you see their their local listings, their citations, their local links, everywhere they're listed, it's going to be perfectly identical to the address and Google Maps. So there's a number of services we use, and we go out, we make sure that to 300 other websites that list your website, they've got precise listing, and it's easy to screw it up like our company's called 10 golden rules. And a lot of people are really kind and they give us a link or they give us a mention on their website. But they call it 10 Gold 110 The number 10 golden rules in their mind. So they call us 10 golden rules and they link to 10 golden rules. Well first of all, I mean our website redirects we own 10 Gold Alton rose.com. But in terms of Google, it gives gives mixed messages. So you've got to have not only precise naming of the business, but also the phone number, and the address, you can't have unit number 106, and suite number 106. And hashtag number 106, you've got to pick whatever one you used in Google. And you've got to do that consistently, throughout everything, you want to have local links, links from local businesses and local places linking to. And then, as I said before, here's that own the business if you're going to set up your business. So with that, I'm going to wrap up, we've covered the local service ads, you know how to crack the code and how to the secret code, but you know, answering the phone disposition thing, twice a day, getting one to two new reviews every week. And then we covered Google Maps, how to get listed in your Google Maps and how to get up in the Google Maps. Just before I take some questions I do want to give you all an offer or offered today is for a free audit. So we'd be happy to take a look at your Google Maps. You know, a lot of people as I mentioned, we're hearing it all the time. Now, they were in the top three, and they were getting those, you know, 75 leads and 25 cases every month, and they've gone. So if you've fallen out of the top three, we can show you how to get back up. And also your Google Maps, you know, a lot of people are not coming up in that three pack. So we'd be happy to do a free audit. And I'm going to post in the chat, my calendar link. And so you can hop on there and book time with me, it's going to be about two weeks out, because I'm going to that conference next week. But I'd be happy to meet with you and my team. And we'll we'll walk through any any digital marketing questions we have. The last thing I'll ask is if if you think this type of presentation would be valuable for your local bar association, or your state trial lawyers, or any groups, you're a member of lawyer groups, I'd love to be a speaker at those events. It's one of the things I really love to do. Hopefully you can tell, even through the digital today. Or if you're watching this sometime in the future, I'd love an introduction to your Bar Association, or your lawyers network or whatever room you think would be beneficial for this type of training. And we have about 40 different lectures on every topic from you know, pay per click SEO, website design Rainmaker strategies, where I'm doing a lot of presentations on artificial intelligence and chat GPT. And you can find some of those recorded webinars on 10 golden rules on our YouTube channel. So please feel free to ask any questions in our chat, or in the q&a function, I think will work as well. So the first question from Mark Halpert Hi, Mark, how does one get to the backend, you know, basically, it's like logging into any Google property, you would just search the way I would do it. I'm not that good at saving my bookmarks, but you know, just search Google Local Service ads login. And then you'll find the link. And then hopefully, when you created the campaign, you created it with a separate Gmail. But even if you didn't, you just gonna log into to the name and password using your, you know, your Gmail address or the address, the email address, you gave them in the password. And always write those things down or even better use a LastPass for security, then you're going to log into the back end, and you're going to see a dashboard, and it's going to show you all your most recent calls. And then you can go into all the calls, listen to the call, type in lots of notes and disposition every call. Question from Bree, do you recommend putting money into LSAS rather than PPC or both? Well, Bri that's a great question. So I love the the LSAS. Over the PPC in in a smaller market, the PPC can still work cost effectively. But the bigger the market, the more competitive and the harder it is to get a case at an access, acceptable cost per case and PPC, but the LSA is the local service ads have a lot of advantages. First of all, it's a phone call. Second of all, you're only getting phone calls, you're not getting clicks to your website, where 90% of the people are going to leave without calling you. Third, the ones that are not qualified, you can reject those again, I said you want to do that very carefully. You anyone who's calling, you know, if you're a car accident lawyer, they're calling for car accident. If you're a family attorney, they're calling for help with a family matter. Your bankruptcy attorney, they got a financial issue. You want to pay for anything even remotely close to your category, but the completely wacky ones and the robo calls when they're trying to sell you You know, some kind of, you know, software or something, you don't have to pay for those, the beauty, the LSAs, their phone calls, phone calls convert much better than chats and forums getting calls in your practice area, and you quarter Jack, the ones not in your practice area. So we'll generally see, you know, if I had to generalize across the country, people are signing cases for the LSAs, at about 1000 to $1,200, some of the Midwestern markets were getting those cases signed in five $600. And then the pay per click in the same markets will be another, you know, another delta of 30, or 40%. More. So the $1,000 case on pay per click is coming in 14, or $1,500. If the LSAS are better now, the beauty of the pay per click is I consider that your top off budget, you want to get as many the LSAS as you can, generally it'll come in at better cost per lead cost per case. And it'll convert hire, but the Pay Per Click, if you want to get more cases, and you've got the budget, and you're happy to know it's happy to pay $2,000 to sign a case. But the Pay Per Click can be your top budget. Question for Marcus. Are there any ongoing maintenance or management tasks required for local service ads? After the initial setup? Yeah, great question.Jay Berkowitz:
You know, as, as we mentioned, like, you could follow to the top three, just because your license wasn't, was expired in the program, or they disapproved a headshot, or there's some other notice in the program. So it's just a general, a good general rule of thumb to maybe get in there every week, just categorize it, the person who's in charge of getting in there twice a day, but go into the back end of the program. And just make sure everything's looks like it makes sense. One other thing that my team asked me to mention that I didn't shares, if you have a problem, or if you change anything in the program, you definitely want to sit back, and then not change anything for a minimum of like three days. So let's say you go in there, and you haven't been getting as much action, then you want to increase your budget. And you're going to change as they recommended to maximize leads, and maybe you're going to add a headshot, you're going to add another attorneys license and bio and everything, go in and do that all at once. And then try not to touch it, you know, minimum of three days. But more realistically, like three weeks, and give the the program takes time, the algorithm takes a lot of time to reset. And if you did all those three of those changes, like every three days, basically, at the end of that week, you're starting fresh, none of its going to take into effect probably for a couple of weeks, because you just threw too many changes into the mix. So good strategy to go in every week or so go deeper than just the calls go make sure you look at your categories, make sure there's no notes from Google, make sure nothing's gotten rejected, like sometimes for the weirdest reasons a headshot gets rejected. Question from Kayleigh. Should I be very specific about the counties I choose to get leads from? Or should I open it up to the whole state? You know, it's a tough question because like, let's say you have four locations in a state. And the program is really designed that you're going to geographically target, you know, maybe 25 miles from your location. But we've had a lot of luck lately with opening up to the whole state. So again, that's something that you might want to test, it's something you might want to change, if you're not getting as many leads anymore. You know, either change it from the whole state, to targeting just the county, and then wait, you know, be super patient with any change you make.