Congratulations to Katie Rutter

Katie Rutter

At Qlegal we like to recognize some of the great people working in the legal marketing field. One of the most talented, smart and easy to work with legal marketers in Boston is Katie Rutter of Katie Rutter consulting. Katie is the president-elect of the legal marketing association’s New England Chapter. Congratulations Katie!

Katie Rutter is a seasoned marketing and business development professional with 17 years of experience. As President of Katie Rutter Consulting, she provides strategic planning and marketing services to law firms and other professional services organizations. Katie’s mission is to ensure that clients are well positioned in the marketplace, and are focused on initiatives that help them grow their business and better serve their customers. Prior to launching her own business, Katie headed the marketing and business development efforts for practice groups at AmLaw 50 firms, including Goodwin Procter LLP and McDermott, Will & Emery. Learn more about Katie here. here

SEO & Your Law Firm Redesign – Looking Your Website in the Mirror!

Sometimes when we look in the mirror we like what we see. Sometimes. Other times maybe we know we need to make a change. We just want to look better.

Maybe it has been three years or 4 years or really 5 years or more since you have redesigned the firm’s website. What is it that made you decide to act now? Are you feeling pressure to do something? Why? What arbitrary clock has ticked enough so that you decided to act? Has it been too many times that you have thought to yourself – it just doesn’t look good enough? Well you know those are the quick judgements that your potential clients make too. And does that reflect on the work you do? Or do clients think like you – “We are too busy doing work for clients?” The “Design Shelf Life of a law firm” can vary, is it 3, 4 or 5 years? It’s something that you feel (and you feel others feeling or thinking.) Maybe it’s when a client mentions your website or you see that a fellow lawyer from a competing firm with a new updated website that get’s you to act.

Because online marketing is so necessary for attorneys, it is important to have the best design for your site that you can. Also that design should tell the story of your firm or your practice in the most effective way. And should do it every day through news, social media, and content. And you should tell it using core principles of good SEO.

The design and SEO should work together. For design you need a designer that can take a concept for what your firm stands for and then represent that in a way you find pleasant. And that you think others will like – with the right amount of guidance and input from you it doesn’t need to be painful. You need to remember that you will arrive at a design you like and that will be better for your firm. It’s really that simple if you have someone to guide you through the process.

For SEO, the first step is that your firm needs to target the right terms, not just the main terms with high visibility that other lawyers are searching but a wide universe of terms related to potential client needs and questions, and the services and practice areas you provide. Then you need to decide on a platform and framework that allows those words and content to be present in the site. The more people that can edit and maintain the site the better for SEO. Technically it needs to be optimized but then it will need to be optimized going forward. The frequency and volume of relevant and original content is what Google wants to see. Your firm’s web presence is no longer one website – it is a network of websites – keep that network updated and interesting and you will reach more potential clients and it won’t hurt when you look in the mirror!

Law Firm Photoshoot with Brian Smith and Twin Lens Media

Just this past week Qlegal held another successful video shoot with Brian Smith and Brian Tortola. We have used Brian Smith for a number of legal photo and legal video projects in the past. Brian has been doing legal and corporate photography in Boston for a number of years and we have worked with him at Qlegal for over 4 years on many successful projects.

lawfirmphotoshoot1He is one of the true professionals that allows you not only to look good for your clients but that you can trust to complete the project on time and on budget. He gets the shot without getting in the way and takes care and ease to put the subjects at ease.




Lawyers for the One Fund

onefundbostonMembers of the legal and business communities are coming together to assist the victims of the Boston Marathon bombing on September 20th. A lively night of Jazzmusic by renowned Jazz singer Lauren White will take place after a networking event with cocktails and fabulous food. QLegal is a proud sponsor of the event hosted at the offices of Parker Scheer LLP in Charlestown. For tickets and more information about the award-winning program with a cause, visit  the Lawyers for One Fund event page!

The Best Defense is a Strong Offense in Legal Marketing and (Publishing)

If you are the chief marketing officer or managing partner of a law firm, you need to be proactive about how your firm deals with and responds to client issues, disagreements and negative client interactions. How can you take a strong stand and yet make sure that those disagreements don’t see the light of day? How does your firm’s reputation stand up under the light of Google?

In order to proactively step out ahead of any blips in your firm’s reputation, you need to monitor what’s being said and what’s being written. And, for all intents and purposes, you need to publish your firm’s story and how you want it to be told well in advance of anything negative. A smarter person than me once said, the worst time to ask for credit is when you need it. Don’t wait to launch a blog or social media site just to push down negative content in the search results. Be ready in case it ever does happen.

A good legal marketer knows that their firm must become publishers – publishers of content that shows their expertise and their successful track record of cases and accolades. This stream of content can help quell any negative issues that might arise, that you may or may not wish to engage with directly online.

As publishers, we assume a certain risk. The risk that someone whom we write about might not like what we write, even if what we publish is re-purposed content from the public record. We need to make sure it is true and accurate and that any strong opinions can and will be supported by the firm.

The key to a proactive content strategy is to make sure that your content is original, optimized for your firm and that it is done on a consistent basis. Adopting a strong defense is a lot easier if you can produce content well in advance of anything negative.

Note to Lawyers: Creating Your Quality

Trust, experience and results.

In Law, perception is everything. How the client sees you and how you are able to make the client see you is instrumental in engaging them. In order to connect with your clients you must impart trust, experience and your ability to get results.

These are the three main things a lawyer should focus their energy on with new clients. People need to be able to count on their lawyer and trust them to maintain their confidence and know that they have handled their type of issue before, and resolved the issue favorably for their clients.

It’s one thing, to convey this and to gain it in person, and it is very possible to do that at an in person meeting. Many lawyers are born communicators. They know the questions prospects will have and they know how to give answers in a deliberate way. It’s not an act but more the effect of a demeanor. It’s a combination of their experience, personality and the ability to communicate.

What about when a meeting does not happen? Most clients these days will find you online. What and how do you convey these things from a website? How do you create trust, convey experience and results through a computer monitor or a phone? Depending on the type of the law your approach will need to vary.  How do you convey the quality of your trustworthiness, your experience and your results? Answer the questions your prospects might have by carefully diagnosing the search patterns and questions they have. Answer this in the content, the faq’s, the pictures and the videos and social media that you put forth and if can convey trust, experience and results, then you can capture them as clients.