Avvo is a major legal social media site that attorneys should pay attention to, and here are the steps you need to take to ensure you are properly and accurately represented in what has essentially become a lead generation machine for many attorneys:
Claim your profile. This process is free and allows you to update your contact information and add information about you and your law firm.
Put your ENTIRE resume into Avvo. This can go a long way to improving your rating.
Add all the seminars you have given, awards you have received, and articles you have written. These items can also improve your rating.
Add your photo. I have heard reports that profiles with a photo are clicked on up to 10 times more than profiles without photos.
Add videos. If you have videos, put them into your Avvo profile. While they won't improve your rating, it will give potential clients who are checking you out online an opportunity to see who you are, how you articulate your answers, and will position you as more of an “expert.” The production quality of your videos does not matter nearly as much as the information you include in them. It's all about education-based marketing—educating your prospects.
Answer user questions. Thousands of consumers ask legally related questions on Avvo every week, and you can weigh in for free. Please be sure to put a standard disclaimer on each response, i.e., that your reply does not constitute legal advice or the establishment of an attorney-client relationship, etc.
Create Avvo Legal Guides. If you're like most attorneys, you constantly get asked a common set of questions. Write down these FAQs and write a short (1-3 pages) response to each one. Make each question a legal guide and post it on Avvo, which you can do gratis. Keep the questions and answers highly focused on a specific topic. Be sure to add a disclaimer on each guide.
Ask all your attorney friends to endorse you. This can make a big difference in your rating. Just like a referral from another attorney in the real world makes a big impression on a prospect, so having a reference from another attorney or a judge on your Avvo profile can improve your rating.
Ask your clients to write a testimonial for you on Avvo. Client testimonials do NOT have a positive or negative impact on your rating. However, I assure you, potential clients read them! I know several states, like Florida, do not allow the usage of testimonials by lawyers. However, the Florida bar association has “agreed to exempt online directories like Avvo from most of its ad rules” because attorneys cannot control endorsements posted on third party websites like Avvo.
Put your Avvo badge on your website or blog. Avvo allows you to create a “badge” with your profile score on it that links directly to your Avvo profile.
Consider signing up for Avvo Pro. There is a small monthly fee for this ($49.95), but it provides you with all sorts of statistics like, how many people clicked on your profile, searched for your specialty in your geographic area, etc. You can also advertise on Avvo. I've heard anecdotally from several attorneys who have had some success with an Avvo ad campaign in their local area. So if you have the budget, it's worth testing it out.© The Rainmaker Institute, All Rights Reserved