Thriving Through The Crisis

The Intersection of Marketing, Mergers, Technology and Client Service

There’s no denying that the necessary measures taken by organizations to remain functional during the COVID-19 pandemic will alter the way the world operates.  The same is true for law firms, who now face several new challenges. To continue practicing great law, firms will now have to adapt to new ways of listening to increasing concerns of clients during this global pandemic. Furthermore, firms will need to emphasize building their brand, making a presence in a new virtual environment and getting used to a new business model outside of the traditional brick-and-mortar way of doing things.

These new challenges mean that law firms now have an obligation to accommodate new world standards into how they conduct their business to remain relevant. Most importantly, law firms will need to think like start-ups and reimagine their future. You will need to embrace change or disappear. Your competition has already forfeited!

In essence, the whiteboard has been wiped clean. The new whiteboard shows a well balanced strategy by leaders and management to create systems and infrastructure now that will help you not just survive but thrive through this crisis and beyond.

Your new whiteboard must address these crucial elements:

  • Mergers, Acquisitions, Recruiting: Be on the right side of the shake-out! Continue to be a leader.
  • Marketing, Business Development and Lead Generation. It’s not just about Facebook and LinkedIn!
  • Technology: Utilize your virtual offices and work from home!
  • How to communicate and listen to clients, virtual staff, prospects, the Courts, and other Law Firms to ensure security and business continuity.
  • Differentiate your delivery of client services in a virtual world.
  • Market Analytics: Obtain sophisticated data on your clients. Know what they are thinking, how you can help and what your competition is doing. Put deep dive analytics at your fingertips.
  • Website 2021: This will be the most important tool in your toolbox!
  • Bring New Ideas: Embrace change, but that change must “bubble up” from within, not cascade down.

Launching a successful strategy requires planning and executing specific tactics to realize your firm’s goals. Thriving is accomplished by successfully implementing these tactics. Contact Paul Herrmann to work with your team to develop and create the ideas for your new whiteboard. Let us show you how your firm can thrive through a crisis.

Marketing In A Crisis

Forget Best Practices, Engage Best Thinking

There’s no denying that the necessary measures taken by organizations to remain functional during the COVID-19 pandemic could potentially alter the way the world operates. The same is true for law firms. Several new challenges now face law firms. To continue practicing great law, firms will now have to adapt to new ways of listening to increasing concerns of clients during this global pandemic. On top of this, firms will need to emphasize building their brand, making a presence in a new virtual environment and getting used to a new business model outside of the traditional brick-and-mortar way of doing things.

These new challenges mean that law firms now have an obligation to accommodate new world standards into how they conduct their business to remain relevant. Most importantly, law firms will need to think like start-ups and reimagine their future. If you don’t, your competition will. It is crucial that law firms embrace change, but that change must “bubble up” from within, not cascade down. In essence, the whiteboard has been wiped clean.

Marketing is at the center of how to master adapting your law firm to the aftermath of this global crisis. Very few businesses that have survived crises and cut their marketing as a result look back on it as the right thing to do. So, let’s talk about how to maintain your marketing strategies and adapt them to suit these new standards. Here are some steps that your firm should be taking to ensure that you remain relevant in an ever-transforming legal landscape:


Ask yourself this: where do you want your firm to be when the crisis is over and at the start of our new reality? If you want to be considered a proactive, positive influence in the law arena, you need to start now. If you do nothing and tuck it in, you will lose tremendous momentum and credibility as a proactive firm. Marketing is not a switch-on, switch-off activity. It’s actually more costly to constantly stop and start the marketing process rather than just keeping the train moving. It will be impossible to turn the switch on fast enough once you know the crisis is over.


You can’t afford to look unprofessional. Trust your instinct to know what’s right or wrong, rather than relying on standard – and oftentimes cheesy – COVID-19 ALERTS! which can be perceived as ambulance-chasing and taking advantage of a bad situation. Structured non-threatening information is great, but scare tactics are overall just bad form.


It is important that you continue to walk and talk marketing and let your attorneys know they have outlets should the need arise. Even though on-site marketing is not viable at this time, other activities can keep the flame and infrastructure alive. Your firm needs someone who lives and breathes marketing — someone to push and bounce ideas off of, and someone available virtually 24/7. Nothing shuts down a lawyer’s great idea more than the words, “But we’re not marketing right now!” Keep the conversations alive, and you’ll keep marketing alive.

Utilize the new digital workspace to your advantage. Organize discussions with attorneys via Zoom or other online platforms to keep your marketing momentum strong. Develop and share a consistent stream of webinars, events and other activities within your firm to keep attorneys involved with marketing topics and developing new ideas. Host round table discussions to keep an open forum for everyone to voice issues that come to mind. Working together will be critical to navigating the workspace during the present crisis and beyond.


Getting out of the gate strong should consistently be at the front of your mind when thinking about strategizing in the present for when things eventually turn around. The goal in taking this approach is to ensure that you can become the proactive law leader in your market. Prioritize what’s necessary marketing-wise during this time. It is crucial to be active by taking the following steps:


• Continue to keep clients at the center of your focus. Determine one or two things that your clients need the most and jot them down. Keep that at the front of your mind and act to meet those needs. Write, post, actively help and get press.


• Build a positive brand and build brand awareness by doing good things. What good things might this entail? Start writing and doing things that help others. Think about the things that your clients and the public might need the most right now.


• You can also provide help by communicating with your local bar associations to learn how to best help other lawyers. Communicate with law schools to mentor law students. By being a resource for others, your law firm will be a leader in the profession. All you need is one good idea to get started. Executing any idea appropriately and with the helpful intentions will provide positive brand awareness and will put you far ahead of the competition when things start to turn around.


• Be even more active with your relationships with the press. The media will be desperate for content and stories, both good and bad. Concentrate on being the face of good stories. Everything the firm does will then turn into positive content and positive media exposure, which creates compelling website content.


• This is the perfect time to start updating and nominating all attorneys for Super Lawyers and Best Lawyers for 2021. Begin nominating lawyers for Top 100 Women in local business journals, 40 Under 40, practice area awards and more. Even though you won’t see results for a while, the nomination processes will create a buzz around your firm and will get people talking about marketing.

• Push yourself and your attorneys to provide up-to–date informational content.


• Keep your website fresh. Become a go-to resource.


• Engage on social media. Clients and prospects will be spending more time indoors and on their computers. Go where the Buyers Go! They will be on social media, be there with great information for them. Posts are easy, but also think target ads to your markets!


• Think Cross Selling. Zoom the attorneys in different practice groups to discuss their specific client issues and needs relating to COVID-19 and see how they can help each other. To break the ice, follow what’s trending with COVD-19 searches and see if the topics start some discussions.


• Produce continual content to keep Search Engine Optimization (SEO) moving.


• Prioritize for website analytics. Know your keywords, research your search terms, know who comes to your site, why and where they go once they get there. It’s an eye-opener and gold-mine for future ROI marketing.


• Dip your toe into online digital advertising (PPC). There is no clutter right now; helps build your brand and make the phone ring.


• Analyze your clients’ website and marketing activities. See what’s on their mind and you will be surprised how you can help.


• Do competitive analysis. It’s easy. You’ll be motivated when you see what your competition isn’t doing!

These are just some of the simple activities you can accomplish now through effective marketing. It’s critical to write more, post more, be relevant and find ways to help clients, staff and other lawyers and communicate those messages. The list of possibilities to capitalize on building brand awareness and maintaining internal momentum for your firm through this crisis truly is endless.


Now more than ever, it is crucial for law firms to think about new ways to care for their clients’ legal needs. Law firms need to use this time to take a step back, reassess, and strategize to be of better service to their clients. At the end of this crisis, your firm will be that much stronger for the efforts that you put in now. There truly is no time like the present!

If your law firm is looking to maintain and develop your brand during the COVID-19 crisis, get in touch with HerrmannLAW today. With more than 25 years of experience in law firm marketing, business development and technology, HerrmannLAW will combine branding, technology and analytics to ensure your law firm’s marketing dollars promote your business model, aspirations and you see a return on your investment… even during the toughest of times. Contact HerrmannLAW today and learn how to turn outdated into outstanding today

HerrmannLAW launches website for premier litigation firm Ethridge Quinn

HerrmannLAW is thrilled to announce the launch of a new website for Ethridge Quinn, a dedicated litigation powerhouse located in both Frederick and Rockville, Maryland. We worked with the firm to make complex in-house site changes, including designing an entirely new website with a new
look, sophisticated technology and updated copy and photography. We are so excited to finally share this vision publicly. You can visit the site at http://www.eqkmrh.com/.

Is your outdated website creating a negative impression? With more than 25 years of experience, HerrmannLAW specializes in turning outdated into outstanding – all for under $20 thousand. Our robust content management systems offer responsive designs, ease-of-use, industry- leading security and facilitate updating, all while delivering cost-effective solutions for your firm’s specific website needs. Contact HerrmannLAW today for a consultation and increase your marketing dollars now!

Succession Planning: A Critical Step to Secure Your Legacy

You are in charge of your firm right now, but one day, you will retire. Who will take your place and transition into your role? How can you ensure that their transition will be a smooth one? A successful transition of leadership requires a successful succession plan, the process by which you can identify and develop the new leaders of your firm who will take over when you move on.

However, succession planning is not a one-off event. You should treat it as a critical process in your firm’s business development, planning five years in advance of when you plan to retire. This way, you will be able to enjoy the retirement years that you rightfully deserve, all while maximizing the value and credit you receive for the firm you built. By treating succession planning as a long-term process, you will be able to assure that you institutionalize both your firm and your legacy. You will further establish your firm’s brand that, with proper planning, will last through generations of successors in the firm.

Succession Planning is Accomplished in Steps

Successful succession planning requires research, marketing strategy and business development. Being a part of a succession plan means that you can have a hand in institutionalizing your firm’s name and legacy, all while making sure that the person who takes your place shares your firm’s values and best interests at heart. With that said, there are a few critical steps that are necessary to consider while you’re developing your succession plan:

First, do some research. You need to learn more about your business, internal culture, target markets, goals and expectations. Your objectives should be to study items like your desired marketplace position, strengths and weaknesses, key messages, threats and opportunities, current and desired client profiles, implementation of strategic communications, image and messaging, as well as a demographic analysis of your attorneys themselves.

Your firm research needs to include an evaluation of each of your attorneys and their individual contributions to the firm and the firm’s values. A realistic valuation of your firm can help to better support your transfer of ownership plans for the future. Additionally, your research should consider a client transition plan for who will take over the firm’s most important clients when you move on. This research will provide a detailed situation analysis of your firm, which will allow you to move forward with a solid succession plan and maximize your marketing dollars.

Second, build your brand. Your brand is your most important asset which will create value for you and your firm long after you have retired. You can do this successfully by conducting a thorough Brand Analysis, which will show you what clients, prospects and recruits see and think when they encounter your various brand touch points.

In addition to a Brand Analysis, you should obtain a complete professional audit of your website and aim to build the very best website possible. For businesses, websites are one of the most important communications tools of the 21 st century. Websites provide a foundation for a firm with a big vision – a firm like yours!

Third, begin business development coaching. You should aim to coach your firm’s future leaders, including your associates. This will be the best way to show your attorneys and recruits that you
genuinely care about their growth.

Finally, handle the firm structure. Once you’ve completed steps one through three, you will be in a better place to determine partner roles, structures and responsibilities, while also developing leadership and management responsibilities. This will ensure that your firm is left in a good place once you do retire. You should also determine compensation and retirement plans, as well as transition clients that remain well-represented within your firm. It is important that you support growth for the generations of lawyers to come.

You know you have to retire eventually, but simply knowing this information is not enough. You need to develop a solid succession plan, backed by strong marketing that will reinforce your firm’s brand and continue to develop your firm’s value through the years to come.

The steps are essential: Research. Build your brand. Coach your future leaders. Determine your firm’s structure.

Don’t wait, get started today! Keep the conversation going and get started on research that will help you create an exit strategy that lets you retire proudly while achieving the rewards of the firm you have
created.

HerrmannLAW launches new website for Tydings & Rosenberg

HerrmannLAW is thrilled to announce the launch of a new website for Tydings, a Maryland law firm that has advocated on behalf of large corporations, privately held businesses and individuals for over 80 years. We worked with the firm’s marketing director who wanted to make complex in-house site changes, and therefore needed a sophisticated Content Management System. Additionally, the firm needed failproof Internet security in place in order to ensure the safety and privacy of their information. At the end of the day, HerrmannLAW solved these issues with great design and technology and implemented a new website for 70% less than comparable law firm website costs. We are excited to share that vision publicly. You can visit the new site at http://www.tydingslaw.com/.

Are you looking to increase your firm’s marketing dollars to promote your business model, build on your aspirations and see a return on your marketing investment? With more than 25 years of experience, HerrmannLAW will help you combined branding, technology and analytics to push your marketing to the best it can be. Contact us today for a marketing consultation.

HerrmannLAW launches new website for Greenblatt & Veliev

HerrmannLAW is proud to announce the launch of a new website for Greenblatt & Veliev, a regional law firm based in Rockville, Maryland, dedicated to high-quality legal practice for victims of personal injury caused by the misconduct or negligence of another. The high-end personal injury attorneys at the firm were interested in improving their Google rankings, and with a fresh new logo, custom photography and an updated live chat feature, the new site does just that. HerrmannLAW has worked with the attorneys at Greenblatt & Veliev for months to enhance lead generation tools for digital marketing and to develop a vision for the next phase of the firm’s marketing strategy, and we are excited to share that vision publicly. You can visit the new site at https://www.lonnielawoffice.com/.

Are you looking to increase your firm’s marketing dollars to promote your business model, build on your aspirations and see a return on your marketing investment? With more than 25 years of experience, HerrmannLAW will help you combined branding, technology and analytics to push your marketing to the best it can be. Contact us today for a marketing consultation.

HerrmannLAW launches three new websites for Maryland law firms

HerrmannLAW is thrilled to announce the launch of new websites for the law firms Baxter Baker, Greenblatt & Veliev and Tydings , three Maryland-based firms dedicated to efficient and personalized legal representation for each of their clients. These clients’ all needed a new great design but also their goals ranged from a sophisticated new Content Management System, to needing a failproof security system, to needing customized new photography and a fresh new look – all of which pushed their firms further into the 21st century. These sites provide new platforms for launching multifacted marketing strategies that combine branding, website design, technology, analytics and state-of-the-art lead generation tools to guarantee that their marketing dollars promote their business models and aspirations, all while securing a return on their investment.

Is your outdated website creating a negative impression? With more than 25 years of experience, HerrmannLAW specializes in turning outdated into outstanding – all for under $20 thousand. Our robust content management systems offer responsive designs, ease-of-use, industry-leading security and facilitate updating, all while delivering cost-effective solutions for your firm’s specific website needs. Contact HerrmannLAW today for a consultation and increase your marketing dollars now!

HerrmannLAW launches new website for Baxter Baker

HerrmannLAW is excited to announce the launch of a new website for Baxter Baker, a multi-faceted regional law firm with offices in Baltimore and Annapolis. The website provides a platform for a firm with a big vision in the 21 st century, with a fresh new logo, custom photography and a new tagline and firm message. HerrmannLAW has worked with the attorneys at Baxter Baker for months to develop a vision for the next phase of the firm’s marketing strategy, and we are excited to share that vision publicly. You can visit the new site at http://www.bbsclaw.com.

Are you looking to increase your firm’s marketing dollars to promote your business model, build on your aspirations and see a return on your marketing investment? With more than 25 years of experience, HerrmannLAW will help you combined branding, technology and analytics to push your marketing to the best it can be. Contact us today for a marketing consultation.

Law Firm Succession Planning: Create Value by Creating Your Brand

Law Firm Succession planning is not a one-off event. Instead, you should treat it as a process, planning five to ten years in advance of when you plan to retire.

This way, you will be able to provide yourself with the flexibility to enjoy your well-deserved retirement years, while also maximizing the value that you receive for the firm that you have spent so many years building. By treating succession planning as a long-term process, you will be able to assure that you institutionalize your firm AND your legacy. You will further establish your firm’s brand that, with proper planning, will last through generations of successors in the firm.


There are a few important steps to consider while you’re developing this succession plan.


First, you need to build your brand. Your brand is your most important asset which will create value for you and your firm long after you have retired. You can do this successfully by conducting a thorough Brand Analysis, which will show you what clients, prospects, and recruits see and think when they encounter your various brand touch points.

In addition to a Brand Analysis, you should also run a complete audit of your website and aim to build the best site possible. For businesses, websites are one of the most important communications tools of the 21 st century. Websites provide a foundation for a firm with a big vision – a firm like yours!

Finally, you should begin business development coaching for the firm’s future leaders, including your associates. This will be the best way to show your attorneys and recruits that you genuinely care about their growth.

After this, you will be in a better place to determine partner roles, structures, and responsibilities, while also developing leadership and management responsibilities. This will ensure that your firm is left in a good place once you do retire. You should also determine compensation and retirement plans, as well as transition clients that remain well-represented within your firm. It is important that you support growth for the generations of lawyers to come. You know you have to retire eventually, but simply knowing this information is not enough. You need to develop a solid succession plan, backed by strong marketing that will reinforce your firm’s brand and continue to develop your firm’s value through the years to come.

It’s really as easy as 1-2-3. Perform a brand analysis. Build your site. Coach your future leaders.


So, what are you waiting for? Start today, and let me help you build your firm’s value while controlling the destiny of the firm by creating a valuable brand and marketing and technology infrastructures. This will allow you to have an exit strategy that lets you retire proudly while achieving the rewards of the firm you have created.

Are you ready to start building your Law Firms Brand? Click here to talk to Paul today!

Why Website Traffic is the Most Important Indicator for Future Revenue

I have worked with and interviewed hundreds of attorneys, and you may be surprised to know that even the most conservative partners agree that a good website is key to bringing in business.


Why is it important, though? And how can you increase your website traffic to improve your business development?

To start, your website traffic is the single most important measurement for “Return on Investment” (ROI) marketing activities, and is also the leading indicator for your future revenue.

It is proven that increased website traffic increases the amount of business you will generate. Therefore, you need website traffic to make your site successful, as the greater the number of visitors, the more people are seeing your content. With increased visitors to your site comes more prospects interested in utilizing your services.

And, if you know your website traffic, you’ll have a great benchmark. You’ll know whether you’re growing or not, and you’ll have a better idea of how to improve for the future.

HerrmannLaw uses ranking systems that can tell you exactly where your website stands in terms of website traffic compared to your competitors. We can provide web traffic data, global ranking, and other information that will help provide that crucial web traffic benchmark on which you can improve.

How do you get quantity and quality visitors to your website traffic without the high expense of purchasing Pay-Per-Click (AdWords) or Directory Listings (FindLaw)?


Organic Quality Visitors are as easy as 1-2-3. Really, its just three things:


1) Increasing Authority (focusing on trustworthy links)
2) Document Relevancy (CONTENT that is relevant to your target market)
3) Technology Optimization (website programing that makes it easy for search engines)


I’ve been helping law firms do just that for years, and I’ve seen how increased attention to quality content and marketing techniques can create more opportunities for business to succeed.

With more than 25 years of experience in law firm marketing, business development and technology, HerrmannLAW will combine branding, technology and analytics to ensure your law firm’s marketing dollars promote your business model, aspirations and you see a return on your
investment.

Are you interested in learning more about increasing your website traffic? Click here to talk to Paul today!