“You take care of winning cases, I will take of you winning online.”– Robert Urban (Paperboat CEO)

I provide expert digital marketing services to law firms, lawyers & attorneys by providing customizable strategies to meet your goals for a game plan that’s specific to your needs. I deliver measurable results for your practice. I have worked with almost every industry and kind of business over the last decade and I can say without a doubt that the legal field is the most competitive in marketing and advertising….And I love that. I like outmaneuvering other people in my field and winning on strategy and creativity, not just because we are spending more. I help attorneys generate high-quality cases, outsmart their competition, attract the right clients and stop spending money on Google unnecessarily.

Whether you’re a solo attorney just getting started, or part of a multi-office law firm I can help. You have goals for your firm, and I can help you reach them. I start by understanding your objectives, where you are currently, and where you want to be—so I can determine a plan and the services that are right for you. I will guide you through what you should and shouldn’t do with your digital marketing budget, so you can feel confident in where you’re spending your money. I have a library of digital tools that I combine with my experience to make sure that together, we win.

Here are some of the statements that I hear most often when talking to lawyers.

• “I want to be the go-to attorney for (PI, Divorce, Business Law, Etc”
• “I don’t know where to spend my budget to have the best results.”
• “Less qualified and experienced attorneys are getting the cases I want!”
• “I don’t know how to help my firm grow”
• “I need more of my ideal clients and cases”

Sound Familiar? If so, Let’s talk ( Click on the gray button floating around in the bottom to contact me)

Watch a quick video about law firm marketing.

 

How is my legal marketing different than others?

You may have tried legal marketing services in the past and spent a fortune only to realize that there wasn’t the commensurate Return on Investment, otherwise known as ROI. ROI is the only thing that matters- not clicks, not impressions, not social likes- these are signals, but the real thing is calls, leads and winnable cases. This is my focus. Rankings, impressions and vanity metrics mean nothing without conversions.

How Can One Person Win Against a Large Agency or A Marketing Service?

You may have worked with a large agency with dozens of people. In these places  your valuable results are often determined by the efforts of an inexperienced intern or low-level marketer. I am completely different. First off, I am not a “service”. While I use technology, advanced data science and other digital tools, every strategy and methodology is customized for your specific company. Automation, programmatic marketing, and understanding Big Data helps my work; it doesn’t don’t do my work.

Second…it’s just me. I do all the work. You have the benefit of one point of contact- one hell of an experienced, intelligent hard-working point of contact. I am not trying to charge a fortune to pay off overhead of a large firm or “cut my teeth” by learning how to be better at my job at your expense. I am already incredibly good at my job.  Last, I don’t believe in you signing any commitment binding contracts with me. I believe in earning your business every month, so I have skin in the game to hit a homerun each and every month for you. I provide a one-on-one marketing approach that is completely different from any other lawyer marketing agency. Instead of mass herding clients, I work with the people that appreciate the work I do.

Dominating the Competition

If you want to stand out from your competition, you have to think differently than they do. So many marketing firms offer cookie cutter solutions and especially in this competitive industry, they simply don’t work. Another benefit of working with me is that I am aware of the nuances of legal marketing- the things we can and can’t say and most of the legal jargon. I know how to translate complex legal topics to digestible bits that the layman would understand and like to read.

How about Legal Marketing Exclusivity?

I have been a trusted advisor to three different law firms for over 5 years running. (One with offices all over Central Florida, one in Savannah and one in Charleston, SC.) They stay with me because they can depend on me to do good work and I have earned their trust. Also, as part of my agreement with any company, I offer exclusivity for their vertical in their geographic service area. (For example, I wouldn’t take two PI firms in the same location no matter what the second company was willing to pay.)

So What Exactly Do I Do?

Whether you need a kickass website, informative and user-friendly content, PPC ads with a high CTR and conversion rate, or just need some good solid marketing advice, I am your guy. While everything depends on the goals and needs of the firm, there are four services that I find are often the most useful. This includes SEO, PPC, Local Listing, and Hispanic Legal Marketing. To learn more about what each of these are, read more below.

Orlando Law Firm PPC

PPC is the abbreviation for the term, “pay-per-click”. Pay-per-click advertising is a particular online marketing model in which you, the advertiser, pay a fee each time one of your law firm’s advertisements is clicked on by the end user. PPC ads show up at the very top of the search results across search engines such as Google and Bing, and allow immediate brand visibility based on the keywords, usually your legal service and location, you’re bidding against competitors on. Since most kinds of legal cases are time of need (car accident, slip and fall, work accident, etc) you want to show up immediately when someone is looking for that keyword search.

Orlando Law Firm SEO

SEO stands for Search Engine Optimization. It is the deliberate work done on and off a website to help it rank high in search engines for specific terms a company wants to win. It begins with identifying and choosing the right keywords to optimize for. The right keyword is winnable, has enough volume of people searching for it to make it worthwhile and has the right intent.  Keyword phrases are combinations of search terms that people type into search engines such as, “personal injury attorneys in Orlando,” or “Best car accident lawyer near me.” I use a variety of SEO and keyword research tools and best practices to provide my clients’ the best results based on real-time Google search trends. Then taking those keywords, I craft quality, optimized on-page content to help your firm get found in the search results.

Local Listing and Map Optimization for Attorneys (Google My Business)

Local attorneys and firms need local presence. I optimize citations, improve business profiles and allow mechanisms for easy positive reviews from your satisfied clients to get you in the map. The king of maps and local listings for lawyers is currently Google My business. Google My Business is an excellent tool that increases your company’s chances of showing up across a number of platforms like Google Local Pack, Local Finder, and Google Maps.

Orlando Hispanic Legal Marketing

One of the things I learned several years back as a veteran-owned bilingual marketing consultant is that the Latinx community is incredibly under-served in regards to marketing and advertising to them. If a business DOES market and advertise, their website, videos, etc are often thrown through some sort of translation plug-in. This doesn’t work because language has colloquialisms, idioms, syntax, cultural references and more which make a word for word translation net to useless. However, If you do it right, you can make a huge leap in the profitability of advertising and marketing spend compared to cases coming in. For example, a legal keyword that you may be paying 125 a click in the English market may be 15 dollars in Spanish. There are 12 groups of different Hispanic cultures in Florida, with certain areas dominated by one sub-group or another. These include but aren’t limited to: Puerto Ricans, Cubans, Mexicans, Colombians, Dominicans, Brazilian, Ecuadorian, Peruvian, Castilian, Salvadorans, Guatemalans and Hondurans. (In full transparency, I get help from a native speaker for any language I am not completely fluent in when doing a campaign to that group)

Let’s talk and see how I can immediately start increasing your case load in this incredibly competitive marketplace.

Sincerely,

Robert Urban