On this episode of “Be That Lawyer,” I spoke with authorized advertising strategist and entrepreneur Viktoria Altman about why so many attorneys waste money and time on scattershot advertising — and methods to exchange guesswork with intentional, scalable technique.
Viktoria brings a novel mix of technical know-how and real-world shopper insights that make authorized advertising extra predictable and worthwhile.
How Google Really Sees You
Search engines like google and yahoo at present don’t simply reply to key phrases — they use AI to anticipate intent. Viktoria defined how Google pulls from overview websites like Avvo, authorized directories like FindLaw, and even visitor posts or media mentions to construct a profile of your agency.
When somebody searches “New York private damage lawyer,” Google components of their location, current searches like “slip and fall,” and different consumer habits to tailor outcomes. Meaning your on-line status, content material, and critiques should be aligned and constant to win visibility.
Legal professionals who ignore this actuality are falling behind in an AI-driven search panorama.
Outline Your Superb Purchasers
Viktoria emphasised that the muse of robust authorized advertising begins with readability.
That you must outline your preferrred shopper — whether or not that’s a high-net-worth particular person approaching retirement or a newly pregnant couple planning for the longer term. You’ll be able to have a number of profiles, however they should be particular.
As soon as you already know precisely who you’re attempting to succeed in, your messaging and concentrating on develop into far simpler. With out this stage of focus, advertising turns into diluted and inefficient.
Vet Distributors Who Know Your World
Authorized advertising is an unregulated house, and Viktoria didn’t maintain again in expressing her frustration with what number of attorneys get burned by dangerous distributors.
Her recommendation? Ask companies for references from purchasers identical to you, identical apply space, identical advertising finances.
Should you’re an property planning lawyer, discuss to different property attorneys who’ve spent related quantities. That’s the one method to get an trustworthy sense of what you may count on. Don’t accept common guarantees. Get proof, and ensure your company understands the distinctive wants of your agency.
This episode is a must-listen for attorneys able to ditch random techniques and begin constructing a advertising engine that brings in actual purchasers. Viktoria’s no-nonsense recommendation is each sensible and instantly actionable.
Need extra from Viktoria Altman?
Get to know her work and insights here.
Catch the full podcast episode here.
And should you’re severe about rising your apply, don’t miss my new e book, now on Amazon. Check it out here.
Steve Fretzin is a bestselling writer, host of the “Be That Lawyer” podcast, and enterprise growth coach completely for attorneys. Steve has dedicated his profession to serving to attorneys study key progress abilities not presently taught in regulation college. His purchasers quickly develop into prime rainmakers and credit score Steve’s program and training for his or her success. He could be reached immediately by e-mail at [email protected]. Or you may simply discover him on his web site at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin.
