Discussions by Domain: Attorney Marketing
“The web is constantly changing, so it’s important to stay on top of it.”– Natalie Busacca
Natalie Busacca serves as the Director of Partnerships for Local Gold. Her attention to detail and outgoing personality ensures that Local Gold’s clients are 100% satisfied at all times. She takes the time to efficiently explain each aspect of their program so that their prospects are comfortable with their decision before joining Local Gold. Natalie has assumed previous positions such as Director of Sales and Marketing, where she worked with mid-market clients and managed the overall marketing of the company. Natalie attended Montclair State University where she majored in English with a concentration in Creative Writing and minored in Pre-Law.
How does Local Gold save the day for their clients?
Natalie: “We pretty much provide total digital marketing solutions for attorneys, healthcare professionals, home services, local businesses.”
Natalie: “They’re always constantly updating their technology. The web is constantly changing and so it’s important to stay on top of it. That’s where we come in. We’re not this massive company where we lose track of our clients. Everybody gets a dedicated marketing manager. This way you speak to the same person every time, they know the history of your account. When things are changing, we’re bringing new technologies to each one of our clients and building that personal relationship so that they’re always one step ahead of the game.”
What is the number one thing you would say that law firms should be looking at in terms of their marketing?
Natalie: “Just building their presence online. 80% of searches are done on cellphones, so to not have a website would be just missing out on a large amount of opportunity out there on the web. It’s not just about having a site. It’s about building that SEO, building your reviews, and actually submitting your information across the web, building your listings and citations so that no matter where somebody is looking for you- you’re able to be found.”
What tools does your team use to get reviews from an attorney’s clients?
Natalie: “It’s very important to build up their reviews. We have this technology where, when you’re meeting with a client, all you have to do is ask them, “Do you mind if I send you a quick text message to review the process?” If they say yes, we have this backend system where you put in their name and phone number and press submit and it will send direct links to our client’s Google+, Yelp, and Facebook page. It just makes the process simpler.”
Everybody’s talking about targeting. What do you suggest for attorneys so they can take advantage of targeting?
Natalie: “Tailor it towards everybody. You never know who’s going to be listening. Get in there. All the types of law that you practice, the type of practice that you are running, so that this way, no matter who’s listening to it, it’s going to work for them. You could target by area, just like Google pay per click. You can target by an area and then you’re showing up with an actual video. You’re not just advertising your website. This is a video that brings them to your website. You can’t beat that.”
What do I need for people to convert on my website?
Natalie: “There’s got to be calls to action. Frankly, people are lazy, so they want to get to the information quick. Have everything that you do on that home page. There’s actually a way to build a site so that it converts well. For instance, above the fold is a term that we use. The most important information has to be above the fold or before people have to start scrolling down.”
Natalie: “You want to have your phone number at the top of every single page because again people don’t want to have to search for it. You want to have some sort of popup, so that this way people can fill out a consultation form if they want to. Your address has to be visible as well, so that this way people know exactly where you are. Because remember, people are on their cellphones. They can get lost very easily on a website. All the important information has to be in front of their faces at all times.”
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