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Key Takeaways:
The Great Legal Marketing Summit is an annual conference hosted by Ben & Brian Glass from Great Legal Marketing. Over the years, it has built a community of successful lawyers who step up to share potential pitfalls and help newer attorneys and law firm owners as they seek to grow and better manage their firms. The event features group collaboration sessions with the opportunity to learn from each other.
The conference involved multiple days of highlighted speakers, collaboration sessions, and networking sessions with vendors and the other attorneys in attendance.
Our very own, Jason Craver, attended on behalf of the Attorney at Law Magazine team. Here, he’s assembled a detailed reporting of some of the key information shared for those unable to attend.
Compared to some of the larger legal conferences, GLM was able to create a personalized, community environment. Their goal is to raise the “happiness factor” of the attorneys who attend their summit and who join their mastermind group. They want you to permit yourself to do something that is going to make you – the law firm owner – happy.
Ben Glass and Brian Glass opened up the conference with a detailed background of GLM and the ultimate goal of their three-day conference.
They ended their 2023 conference by asking all the attorneys to write a letter to themselves – where they’d like to see their law firm in one year. A few weeks before the conference, GLM mailed those letters out to the attorneys.
It’s their belief that lawyers need to expand to be more than just a lawyer. “Being a great lawyer is not enough anymore to get the cases you deserve.”
They provided their perspective not only to the attorneys in attendance but to all their support staff as well. Before the conference kicked off, they asked the support staff of each firm, if they knew the ultimate goal of the law firm leaders and owners. They argued that if the support staff doesn’t know the firm goal, it’s most likely because the leaders don’t know their ultimate goal.
This is one of the factors they recommended law firm owners dive into from the beginning. They need to be able to paint a picture of their firm goal. Additionally, they charged law firm owners to ask themselves what they truly love to do in the firm. Anything they don’t like to do needs to be delegated so they can expand their firm to obtain their end goal.
After their introduction, they turned it over to Will McCreight, a senior account executive from BlueShark Media for his presentation diving into Google My Business Profile Tips.
McCreight started by breaking down the basics of Google, Google Business Profile, and how to utilize your website best to obtain local results. The first step is to think of your website as a form of your intake department that works 24/7. The first impression of your website is so important and unfortunately compared to face-to-face connections, your first impression of your website is less than .5 seconds. This stresses the importance not only of the design of your website but how quickly that website loads. We all know the longer a website takes to load, the faster users will be leaving your website to carry on to the next set of search results.
McCreight highlighted the main three ways of getting found on Google, paid placement (advertising), local 3 pack – Google Business Profile based, and Organic – long-term SEO play.
He then delved into what he considers the best starting point for the average law firm. He cautioned that this isn’t the same for every firm, but the consensus is that a Google Business Profile is the place to start. This will help establish a local play and if there aren’t a lot of competing law firms in your area, it will give you an initial boost right away. It’s a way to be found that doesn’t cost anything but your time.
For Google Business Profile, the number one factor is reviews. This is the most effective strategy to bring results quickly. He recommended incentivizing your staff to get reviews. For every 5-star review they get, you give them X dollars. This will be the cheapest, quickest strategy that will allow you to gain reviews quickly.
Another great strategy is to find colleagues and people who are credible you have worked with to leave reviews. This strategy is good for those who are just starting and may not have clients lining up at the door to ask for reviews.
McCreight brought up a geo-location grid that analyzes the results of where your Google Business Profile ranks in the surrounding areas. He stressed if you are working on your local presence in Google that this is key to tracking how your listing is performing.
This is a great tactic to track your local results from the Google Business Profile because will show when you have plateaued. Google Business Profiles’ number one ranking factor is location. Once a single location has plateaued on the Google Maps ranking level, it’s time to think about opening a new location in an area you can service.
Next up was Preston Schmidli and McBilly Sy co-founders of Authority Brand whose presentation focused on social media branding through Instagram and YouTube. They started by telling us a bit about their backgrounds and what led them to create their digital marketing agency specializing in social videos.
The major topic they went into first was the concept of “trust scaling” which is scaling your law firm or business with the focus on finding an audience that trusts you. Then once you find this audience you constantly work on building that trust through educational videos which will also continue to expand your reach and widen the audience that trusts you. Once you have this audience built, conversions will naturally come in and you will ultimately convert your audience into clients as they will find you the go-to source for legal information.
The first step of starting your trust scaling campaign is to make sure your Instagram and YouTube accounts are completely optimized properly. When your videos start to get popular and naturally appear on others’ feeds, having your base profile optimized is critical as most of the time a user will click into the profile of the video they found interesting to learn more about the creator. They gave a few tips on optimizing your Instagram profiles:
They ended their presentation by answering multiple questions from the audience about Instagram and YouTube, one being, do you think you should delete your old videos once you start getting farther with your new videos? Sy suggested it is still good to have videos from the past in the algorithm as it helps it learn what your profile is about. The only item he suggested he would recommend deleting was the videos on YouTube that would not resonate with your main audience. Say you were posting about a specific practice area like divorce, and you had some videos of your kids at their soccer game on your profile. He would recommend deleting those as that video is not about divorce at all and will start to confuse the algorithms.
Ben Glass thanked everyone for coming out and shared a bit about his background, including his decision to create a parallel marketing company to run alongside his law firm – the origins of Great Legal Marketing.
“GLM is about embracing the profound mission of helping lawyers build a practice that aligns with their happiness and that of their families.”
Many attorneys think when they come to GLM’s events or join their mastermind they are going to learn marketing trick after marketing tip. However, once the marketing is solved, all sorts of other issues are created. The goal at GLM is to help the good lawyers who are doing great work find fulfillment in their lives through their practice. What GLM has morphed into over 21 years is an organization profoundly interested, in raising the happiness factor of the lawyers in their room, their group, and everyone who supports the lawyer within their law firms.
To achieve this goal you need to focus on:
What Ben has found at GLM is if you focus on doing the first two items, lawyers are happy, and the support team understands the mission and likes to come to work on Monday, then the clients will be well served and happy and the people you want to work for will find you.
Next Ben addressed all groups of the audience to align them on why they are here. He did a shout-out to all the vendors and thanked them for actually wanting to help lawyers benefit and make their practice easier.
Then he asked the support staff in attendance to stand. He told them if they don’t understand the mission of their firm and its leaders, they need to press them on that issue. He stressed that they should understand why the lawyers are running the law firm, what drives them, and what makes them happy. He said if they can’t figure it out or their leaders can’t provide an answer, they need to find one of the hundreds of law firms out there that can answer.
He said some attorneys get mad when he shares this advice. But if you’re a leader who doesn’t know the goal, then you don’t know what the support staff is there to do.
Lastly, he asked the lawyers in the room to stand. He told them to focus on finding each other throughout the conference so they could learn from each other. He believes that this is truly where they will learn the most information.
There are only 10 principles of marketing, and those don’t change that much, however the community is where the gold is.
He ended with some mindset information:
To find out your real goal of starting and owning a law firm ask yourself:
Lee Milteer, the founder of the Alchemist Inner Circle® and Millionaire Smarts® Coaching was the final presenter on day one before the panel discussion. She focused a lot on having a growth mindset and what you can do day-by-day to increase your growth to help you stand out from the crowd. Milteer has written 17 books and is currently writing another. She preached on allowing yourself the permission to relax, have fun, and most importantly change. Nobody likes change, but it is crucial for growth.
Next, she touched on manifestation and how you can manifest exactly what you want in life. You need to tap into your subconscious, conscious, and superconscious. One tip she had was to put a sticky note right next to your bed that says exactly what you want your subconsciousness to think about all night long. This will allow your subconscious to work while you are sleeping to continue to help your mind focus and manifest what you want from the world.
Another tip she recommended was to make sure to use disputers.
This will help train your brain that positive things happen and it will start to help get your focus off the negative outcomes which stops us from taking those initial steps in the first place.
Another great step to incorporate into your day was her idea to be intentional about your day and ask yourself at the start of every day:
These three questions can help you understand your intention behind the day and help you shield yourself from some of the distractions throughout the day.
The last item she left us with was one of her favorite quotes, “You’re not the victim to life, you’re the victor.”
Brian Glass introduced the panel and the topic – marketing you can do in your community for free or low dollars. This session was with Tim Semelroth owner of RSH Legal, Len Spada owner of Spada Law Group, and John Griffith owner of GriffithLaw.
Spada started by giving details about his firm in Boston, the awesome culture they have created, and the community approach they have taken. The Latino community is his target market, as well as the motorcycle and biker community. It was very interesting hearing him discuss how he got into these niches as everyone in the firm speaks Spanish besides Spada. Additionally, he does not ride a motorcycle anymore. However, he expressed that the community cares that you show up and want to help them, even if you do not perfectly align with what they do.
Some key items they’ve implemented are:
John Griffith from Nashville was up next and gave plenty of insights. In 2012, workers’ compensation was altered in his state, making it no longer profitable for lawyers. He had to change up his methods and almost everything in his firm including their practice area of focus. This was when he found GLM and some of the key items he has implemented over the years are:
Last up was Tim Summerwath and he started by quoting the famous Dale Carnegie, “People buy from people who they know like and trust.” So his firm’s absolute goal is to make everyone who engages feel like they can trust them and keep them engaged. Many items they have implemented for their growth are:
Day one winded down with dinner, drinks, and networking in the vendor hall. It was great to get the time to be able to connect with many of the lawyers at the event and the vendors as well.
The second day of the event started with many breakout sessions, including:
Our team did not get a chance to attend each of these sessions, but we heard it was action-packed from the attendees we spoke with. Next up we got back into the main presentation, starting with our sponsored lunch presentation from Nifty Marketing.
Chad Henkel the marketing director at Nifty Marketing presented some of the tactics and processes Nifty implements for their clients and what to consider when choosing your next marketing adventure.
“Play the Google real estate game.” Digital real estate is how you get found online. Henkel went deep into the concept of treating Google like the homepage of your website when someone Googles you or a keyword that you are targeting.
Your goal is to think about how you can gain as much exposure as possible on Google’s result pages (SERPs) to ultimately get more cases from prospective clients searching through Google than your competitors. This can be achieved by showing Google you are trustworthy, building additional profiles on other websites that Google finds trustworthy, and advertising in the proper networks to gain more of a placement on the front page of Google (Local Service Ads & Pay-Per-Click Advertising).
Along with implementing everything above you also need to build trust with your audience and try to do something different from your competitors. With localized search being prioritized more than in recent years, there is a better chance to compete with the 800-pound gorilla in your local market.
Competition isn’t bad, especially if they are not truly local. Focusing on your clear initiative that connects with your community is key as the national companies will have a hard time duplicating that. Additionally, if the big law firm comes in and puts an office in the biggest city of your state, the best way to compete with them is to dominate all the smaller cities and focus on the demographics that they are not locally trying to hit.
“The biggest city is not always the best to go after.”
You need to diversify in your local area. Often, the combined population of all the smaller cities is larger than the one big city. If hundreds of law firms are competing in that one bigger city, the competition is fierce. Instead of wasting your marketing budget trying to acquire cases from this densely populated city, build a strong campaign in one of the smaller cities. This will allow you to become the 800-pound gorilla of that smaller city you’re focusing on.
Next, Henkel reviewed some of the all-too-frequent mistakes he sees on law firm websites. The kiss of death is targeting multiple key terms on one page. For example, let’s say you practice criminal defense and personal injury. If your home/main page is targeting both, you’re going to have trouble ranking. Each page on your website needs to have one focus geared around one major keyword or phrase.
If you’re practicing in multiple areas and multiple cities, you should have one page built for each practice area and location. This is where the process of creating location pages comes into play. Every time you expand to a new area, you should create a new page for that area and each of your practice areas you want to target in that location.
Henkel displayed how Nifty is implementing a process using AI-assisted location pages that build off the foundation of your main practice area pages. They are seeing great results from this tool and it is allowing them to scale much faster.
To summarize Henkel’s recipe for successfully dominating your market:
It was great catching up with Chad & Valerie from Nifty Marketing as we have worked with them throughout the years and hope to get the chance to attend one of their legal conferences in the future.
Brian Glass started by asking everyone what they gained from this morning’s sessions. One person answered, “People buy who you are more than what you do.” Another person answered, “On Zoom, you can record a video and have it play in the waiting room.”
Next, he stated his plot twist for the conference – that you can’t start with the tactics until you have a strategy. He shared that GLM is in the business of helping firms craft a strategy that will help them win in the long run. “Tactics without strategy is the noise before defeat. Strategy without tactics is the slowest road to victory.”
You need tactics and strategy, but you need to start with strategy. The focus of the strategy is going to be to answer one question, How do I build a firm that my team and I love to go to on Mondays?
From there Brian went into sharing some statistics on small law firms. On average a small law firm owner dedicates about 23-25% of their day working on client files. Another study showed more than 50% of solo law firm owners are working Saturday and 40% are working Sunday. As entrepreneurs we want freedom, however, somehow we end up working more.
“The lawyer is the bottleneck.” The most common constraint in a law firm is the lawyer is doing too much.
At the end of the day, to become an elite lawyer, you need the right strategy. To build the right strategy, you need to know the goal. To identify your goal as a lawyer and law firm owner, Brian asked a couple of questions to the entire audience.
The first question got everyone to envision their problems. The second question was directed at the lawyer to figure out what their true goals were for creating their law firm. And if you answered travel or spend more time with family to the second question, your answer is too generic and you need to go deeper, what would you do with your family, where would you travel?
Once you can envision your problems, you can now figure out the solutions to fix those problems. What are the biggest three items in your life that are keeping you from obtaining those goals and doing whatever you want? Once you isolate those and work at fixing those items, you will find yourself at your end goal a lot faster.
When working through those problems and going through the tasks that need to be implemented, you need to ask yourself, “Am I good at it or not? Do I like doing it or not?”
Anything that lands in the “not” category, needs to be delegated to someone else. Once you fix those problems, there will always be more problems created (New Level, New Devil). This is why it is crucial to find and build a team you can trust. As you level up as a business owner, you will find yourself with a set of new problems. It never gets easier, you level up, get stronger, delegate more, and figure out better processes.
Before ending his presentation, Brian introduced an exercise from his mastermind group. If you want to do it as well (which we recommend you do), take the template below and fill in the blanks.
“Hi my name is _________. I practice ______________. I’m in this group so that my firm can _________ so that in my life I can _________.”
Joe Ruotolo the head of marketing from Intaker joined us up on stage next for an upbeat and action-filled presentation. Intaker is improving the success rate of law firms by focusing on the client experience challenges every law firm faces, like delayed responses, inefficient intake, disorganized scheduling, lengthy onboarding, and missed reviews. Excellent client experience means 8% faster revenue growth for all businesses, not just law firms.
What’s the answer to this success? AI agents! Intaker has been building AI agents that equate to a faster response time which leads to more opportunities for your law firm. He specifically went into lead capture agents, text us agents and LSA responder agents. All were very intriguing, but the LSA responder agent is what caught our eye the most.
When an attorney chooses to advertise on Google’s Local Service Ads which display at the top of Google, response time is the biggest factor for ranking, second to reviews. When utilizing Intaker, they ensure your response time is nearly instant, as the AI agent initiates the initial response back right away. This will allow Google to understand that your law firm responds faster than nearly every other law firm you compete against ultimately getting you better results through your Local Service Ads.
One of the biggest benefits of their system (or a similar one) is you can easily scale your law firm without adding more staff. You can create happier clients, which leads to more referrals.
Some stats Ruotolo shared about businesses in general (not just law firms) that I found pretty shocking were:
If you are not implementing AI within your law firm, you are missing out on a ton of potential opportunities you aren’t even aware of. In the next year, figure out how you can implement AI into your law firm so you don’t fall behind the pack.
Branson S. Osterbind owner of Osterbind (silver winner), Jay Berkowitz owner of Ten Golden Rules Tim Semelroth owner of RSH Legal (gold winner), Kendelle Pollitt founder of Pier Law & Mediation (bronze winner)
Jay Berkowitz got up on stage with a presentation filled with useful tips and tricks in the SEO and marketing world. Berkowitz is the creator of the famous GLaM Awards. Before the event, he and his team audit every law firm attendee by secret shopping them. He has a ranking system that factors in 26 different items and then ranks each law firm from best to worst for their marketing.
He presented an award for the top three law firms and an award for most improved since last year. This was a unique approach to getting everyone involved and a reason for everyone to ask him how they ranked if they didn’t make it into the top three.
Before he got into the awards, Berkowitz provided a jam-packed presentation on marketing and what’s new and hot in the industry.
One of his unique SEO takes was on the recent advancements of the Google AI Overview section and how you can utilize this to benefit your law firm. Being able to write top-level content that gets picked up by Google AI is great; however, all in all, Google AI overviews can hurt over time as it will limit click throughs to your website. Nonetheless, if Google is crediting specific sites with authority and using them for the overview, you know it’s a place you want to be.
On the AI topic, he provided some other software and tools that are good to use and can give you a leg up in your firm like Opus.pro, pimeyes.com, and heyjen.ai.
Berkowitz had a very in-depth sheet on Local Service Ads and tips and tricks to implement. We do not have the exact link to this, however, if you reached out to him on LinkedIn, I am sure he would share it with you.
Ben Glass sat down with Mark Breyer for a conversational chat to dissect his law firm, The Husband and Wife Law Team. If you live in Arizona, there is no way that you have not heard about them from their TV commercials, billboards, and other marketing ventures and sports partnerships.
Mark dove into his background and some of the struggles he and his partner and wife, Alexis, faced in the beginning. One of the struggles was marketing. Another was a day they referred to as Black Monday when they had to come in and fire 50% of their staff without hiring anyone new.
They had built a firm with some toxic energy, and they realized they had to start fresh to go in the direction they needed to realign their team. This is when Mark learned there are creators and communicators within his staff. Understanding what type of person you employ is crucial to the success of your law firm. Some people like to create and others like to communicate. The communicators need to be in the role of managing client expectations and controlling the overall customer experience.
One key hire that made a huge impact on his firm was the person dedicated to working the phones. The first touch and impression of a potential client calling in is more valuable than marketing and needs to be treated as the most important position in your firm. It’s not even a question of how quickly you respond (although that’s important), it is what you say and how you answer the client’s questions.
If your intake person gets asked, “How much does it cost” or “How close are you to my city?”… and they answer, you have already potentially lost that client. You can help them no matter what, so make sure that is how they are set to respond.
One other key intake implementation was recording all their calls no matter what and auditing them regularly. This allowed them to put together great data on what people were asking regularly to equip the intake manager on exactly what to say and how to best respond.
Next up after intake and team development, Mark jumped a little into his marketing campaigns and what was successful for them over the years. Shockingly with how much digital and print advertising they do, their number one biggest case generator is still word of mouth and always has been. One unique way Mark and Alexis were able to generate cases via word of mouth was to take small or larger groups of people who they could likely get referrals from or who are known in the community out to dinner for what they called a restaurant buyout. At these buyouts, their goal was really to connect with their community, and they started figuring out that it was paying off when people would refer their friends and family to them. This is an easy strategy everyone could apply to their law firm.
After his presentation, I asked Mark more about the restaurant buyouts. Were they asking everyone who attended for something or reminding them about their services? I figured it was semi-assumed, but I wanted to hear his answer. Mark replied, “I didn’t but I wish I did. If I would have said something it would have been, “I hope you or your family never needs our services, but if you do, we are in your corner.”
Mark also recommended sending out quarterly gifts to everyone who refers cases to you as a way to keep you on top of their mind. Not just a yearly gift, a quarterly gift. If people are sending you cases worth thousands of dollars, you need to invest in that relationship. Give them something unique that they will remember and make sure it is not branded with your law firm. It was interesting hearing this as we heard the same thing the day before in the GLM member panel.
The second day wound down quickly after the presentations as everyone was gearing up for the last day.
The third day of the event started with a beautiful breakfast outside. It was nice getting the opportunity to talk with a few more of the attorneys and staff in attendance before getting into Ben Glass’ presentation on time management.
Ben started this session right on time, even as people were shuffling through the room as if delaying would defeat the purpose of the presentation. Ben focused on different factors of how to schedule your days for the best production and use of your time to the great topic lawyers love so much “delegation.”
Ben started out going into the topic of to-do lists and why you should not write a to-do list. “This will make you steal from your family and friends. If you make a to-do list, you instantly have a feeling that these items need to get done and we are wired to be stressed until that list is complete. Instead, he suggested, go right into your calendar, and schedule a specific time that you can block off your calendar to complete the task. This will instantly erase some of the stress factors of your day-to-day and make you not prioritize the urgent task of the day over anything you know you need to get done.
Another key part of this was, that if there is not enough time on your calendar to complete the task, you need to delegate this task! When you are delegating a task, the quality of your communication is measured by the result you get. If they do not do the task correctly, you need to ask yourself if you clearly communicated what was in your head. Delegation is the key to growth and it will allow you to focus on what you like to do and what you do best.
If you are a law firm owner and you do not have a personal assistant, you need to hire one ASAP. They don’t have to be full-time at first, but you need to start training someone on the day-to-day operations of what they can remove from your plate. And remember they are not clearing your plate so you don’t have to work, they are helping you be able to fill your plate with those key tasks and processes in your law firm that need your support.
One key tip he suggested when working with a personal assistant is to follow the clear framework. And he stressed the last step very hard. Creating a feedback loop is the ultimate way to help your assistants perform the best they ultimately can. If you never go over what they are doing well, or not doing well, and answer the questions that may be holding them back, you won’t be able to get their 100%. The clear framework is highlighted below:
Context – What is the why behind the request?
Limits – Boundaries
Expectation – What does success look like?
Accountability – Who is responsible?
Review – Feedback Loop
The last presenter was Jason Hennessey, CEO of Hennessey Digital. He has been working in the SEO industry since 2001 and is the author of the book “Law Firm SEO,” which provides lawyers with helpful information to understand the legal SEO world.
Hennessey started by breaking down the three key principles of SEO (Relevancy, Popularity, Integrity). He said to the attorneys in attendance, SEO isn’t that hard if you focus on the three main components and don’t get lost in all the hundreds of other buzzwords and concepts that come into factor.
Hennessey has worked with hundreds of attorneys over the years, big and small, and broke down a major case study for us to understand the levels you have to go through to get to the end goal with SEO which is ranking number one for the main keywords you know will bring you cases.
His case study went over a project he created with an attorney for the domain, braininjurylawyer.com. This project was an undertaking as ranking one for this term means you are competing with the biggest firms in the industry that already have a headstart. He took us through his five-year journey to gain the ranking they were able to reach.
It was wild seeing the expansion of thought that came into the strategy year over year. He described the strategy right from the beginning of analyzing all the domains the attorney purchased to figure out that the one they went with was registered originally in 2000. The time of a domain in the search engines is a big factor so this was the reason they went with their choice. The overall goal of their strategy advancement year over year was to keep building more trust and to do something their competitors weren’t doing and couldn’t replicate.
This is where he broke into his PR backlink strategy focused on performing a study. This study is around the topic you want to rank for. Then once the study is complete you reach out to hundreds of local journalists to see if they would like to use your study for a news piece or education piece. To use it, you are asking for a link back to the study. For example, in his case study, they performed a study on the best states to have a child in. Then they reached out to all the local journalists in each state that was voted at the top and bottom of the study. This strategy is untouchable to your competitors as what it takes to accomplish the study and then reach out to all the local journalists is something that is not easily reproducible. And once you do a study on a particular item and they publish it, if others were to copy and do the same study they wouldn’t be able to get the publicity as you did first which got you some very powerful backlinks.
“The stuff that takes the most time is worth the most.”
Another strategy he suggested, which is a good one to acquire links is the scholarship strategy. This is where your law firm will offer a scholarship to someone. Then you reach out to law schools who will publish your scholarship opportunity and most of the time you can get them to link back to you through this. Law schools have very powerful websites so this strategy can pay off well and it doesn’t cost much.
A couple of other tips he suggested were to reassess all your content that is performing well. Go into the data, and figure out what to add to make it better. Find research and items that others don’t have in their articles and make sure to cover them in yours. Your goal is to continually make each piece of content better month over month.
One of the most recent updates on Google’s side, the Helpful Content Update (HCU) brought out the trust factor even more. He suggested now more than ever you need to make sure all your review sites have good reviews and focus on building trust in those sites. Google finds them trustworthy, so you need to make sure you have good reviews on all the review sites that matter in Google’s eyes.
Day three ended with a GLM hot session panel where three attorneys went up and revealed everything about their law firms and the positions they are in. Then Brian, Ben, and the entire audience provided them with real-life feedback. This had to be nerve-racking for the attorneys who volunteered for this, however, the information they were able to take away was impactful.
Attorney at Law Magazine is a national legal publication, publishing content for and about private practice attorneys as well as resources for legal consumers. The staff at Attorney at Law Magazine interview attorneys as well as other industry professionals to provide educational content as well as to highlight the individuals and firms driving success in the legal industry.
