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On this episode of “Be That Lawyer,” I spoke with authorized advertising strategist and entrepreneur Viktoria Altman about why so many attorneys waste money and time on scattershot advertising — and the way to change guesswork with intentional, scalable technique.
Viktoria brings a singular mix of technical know-how and real-world consumer insights that make authorized advertising extra predictable and worthwhile.
How Google Truly Sees You
Engines like google right this moment don’t simply reply to key phrases — they use AI to anticipate intent. Viktoria defined how Google pulls from evaluation websites like Avvo, authorized directories like FindLaw, and even visitor posts or media mentions to construct a profile of your agency.
When somebody searches “New York private damage legal professional,” Google components of their location, latest searches like “slip and fall,” and different consumer conduct to tailor outcomes. Which means your on-line popularity, content material, and opinions should be aligned and constant to win visibility.
Attorneys who ignore this actuality are falling behind in an AI-driven search panorama.
Outline Your Perfect Purchasers
Viktoria emphasised that the inspiration of sturdy authorized advertising begins with readability.
You should outline your very best consumer — whether or not that’s a high-net-worth particular person approaching retirement or a newly pregnant couple planning for the long run. You may have a number of profiles, however they should be particular.
As soon as you understand precisely who you’re making an attempt to achieve, your messaging and focusing on turn into far more practical. With out this stage of focus, advertising turns into diluted and inefficient.
Vet Distributors Who Know Your World
Authorized advertising is an unregulated area, and Viktoria didn’t maintain again in expressing her frustration with what number of attorneys get burned by dangerous distributors.
Her recommendation? Ask companies for references from shoppers similar to you, identical apply space, identical advertising funds.
In case you’re an property planning legal professional, discuss to different property attorneys who’ve spent related quantities. That’s the one strategy to get an sincere sense of what you may anticipate. Don’t accept basic guarantees. Get proof, and ensure your company understands the distinctive wants of your agency.
This episode is a must-listen for attorneys able to ditch random ways and begin constructing a advertising engine that brings in actual shoppers. Viktoria’s no-nonsense recommendation is each sensible and instantly actionable.
Need extra from Viktoria Altman?
Get to know her work and insights right here.
Catch the complete podcast episode right here.
And in the event you’re critical about rising your apply, don’t miss my new guide, now on Amazon. Test it out right here.
Steve Fretzin is a bestselling writer, host of the “Be That Lawyer” podcast, and enterprise improvement coach completely for attorneys. Steve has dedicated his profession to serving to attorneys study key development expertise not presently taught in legislation college. His shoppers quickly turn into prime rainmakers and credit score Steve’s program and training for his or her success. He could be reached straight by electronic mail at [email protected]. Or you may simply discover him on his web site at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin.
