Mixed Deck — All Law Firm Marketing Topics Flashcards

What does a law firm's 'brand voice' refer to?

Answer: The consistent tone, personality, and communication style used across all marketing

Brand voice is the distinct personality and tone a firm maintains consistently across all communications, from website copy to social media to client emails.

What is the main strategic advantage of retargeting ads for a law firm?

Answer: They re-engage visitors who left the site without contacting the firm

Retargeting keeps the firm visible to interested visitors who didn't convert on their first visit.

What is the best way for a legal office group to encourage genuine Google reviews?

Answer: Ask satisfied clients to leave honest reviews after their matter closes

Requesting honest reviews from real clients is compliant and builds trust.

Which is the most ethical way for a legal office group to present client testimonials in the US?

Answer: Use real, verifiable testimonials with required bar disclaimers where applicable

Bar rules require truthful testimonials and often a disclaimer that past results don't guarantee future outcomes.

Defined as a ratio of visitors to a certain webpage or advertisement to those who subsequently "convert" to leads.

Answer: Conversion rate

Conversion rate is defined as the ratio of visitors to a specific webpage or advertisement who subsequently complete a desired action, known as a 'conversion.' For law firms, this could mean visitors who fill out a contact form, schedule a consultation, or call the office. A high conversion rate indicates effective marketing strategies that successfully turn prospects into leads or clients.

In this type of advertising, you can set up a campaign for online advertising where you pay a predetermined sum each time a user clicks on your advertisement.

Answer: Pay-per-Click

Pay-per-Click (PPC) is an online advertising model where advertisers pay a fee each time a user clicks on their advertisement. This allows law firms to drive targeted traffic to their websites by bidding on keywords relevant to their services. It's an effective way to gain visibility in search engine results and other platforms, as you only pay for engaged users who show interest in your ad.

Which video marketing approach best builds trust for a legal office group?

Answer: Attorney intro videos explaining the process in plain language

Authentic attorney videos humanize the firm and build credibility without making guarantees.

What is the purpose of a 'landing page' in a law firm's paid search campaign?

Answer: A focused page designed to convert ad traffic into leads

A dedicated landing page removes distractions and focuses on converting the specific ad's audience into a lead with a clear call to action.

What does 'SERP' stand for in search marketing?

Answer: Search Engine Results Page

SERP stands for Search Engine Results Page, where listings appear after a query.

What is the best practice for updating old blog posts on a law firm website?

Answer: Refresh the content with current information and update the publish date

Refreshing old posts with updated information and republishing them extends their SEO value while ensuring legal accuracy for readers.

The marketing term 'funnel' describes what for a law firm?

Answer: The stages a prospect moves through toward becoming a client

A marketing funnel maps the stages a prospect passes through from awareness to becoming a paying client.

What is 'personal branding' for law firm attorneys?

Answer: Building an individual attorney's reputation and visibility as an expert

Attorney personal branding builds individual recognition and expertise, which attracts clients who seek that specific attorney's skills and reputation.

What is a 'content calendar' and why is it important for law firm marketing?

Answer: A planned schedule for publishing marketing content consistently

A content calendar helps law firms plan and maintain a consistent publishing schedule, which is important for SEO and audience engagement.

Why is tracking 'share of voice' (SOV) useful for a law firm's brand marketing?

Answer: It benchmarks the firm's brand visibility against competitors in the market

Share of voice measures what percentage of total industry conversations or search visibility the firm owns compared to competitors, revealing competitive positioning.

A legal office group wants to measure brand awareness growth. Which metric is most relevant?

Answer: Branded search volume and direct traffic over time

Rising branded searches and direct visits indicate growing brand awareness.

What does email list segmentation allow a law firm to do?

Answer: Send targeted content to specific groups based on practice area interest or client status

Segmentation divides the email list into groups so the firm can send practice-area-specific or stage-specific content that is more relevant to each recipient.

What is the 'Net Promoter Score' (NPS) and how can law firms use it?

Answer: A metric measuring how likely clients are to recommend the firm to others

NPS asks clients 'How likely are you to recommend us?' on a 0-10 scale, giving the firm a clear benchmark of client satisfaction and referral likelihood.

A legal office group uses retargeting ads. What is their primary purpose?

Answer: Re-engage visitors who left without contacting the firm

Retargeting brings back prior visitors who didn't yet convert.

What is the most important goal of a law firm's Facebook advertising campaign targeting personal injury prospects?

Answer: Generating form submissions or phone calls from people who may need legal help

Conversion-focused campaigns that generate direct inquiries (calls, form fills) produce measurable leads, which is the ultimate goal of personal injury advertising.

What does 'pay-per-click' (PPC) mean for attorney advertising?

Answer: Advertisers pay only when someone clicks the ad

Pay-per-click means the advertiser is charged only when a user actually clicks the ad.