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Jennifer Campbell Goddard
The Midwest
Marketing Consultant, Author & Speaker
Interests: running, reading, writing, flying, horses, my granddaughter, friends & family
Recent Activity
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Law firm marketing for estate planning practices is all about building trust. People come to estate planning attorneys to solve problems, alleviate worries, and map out the most personal parts of their lives: their family, financial assets and possessions. How law firms are presented online must generate trust and confidence, with no incongruities or conflicts. One place where firms frequently fail to hit the mark: Name, Address and Phone number, known as “NAP.” Continue reading
Posted 11 hours ago at Integrity Marketing
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From the big movies screen to the mobile phone, movies and television shows must work on screens that are dramatically different in size, shape and resolution. The same screen-to-screen consistency is also necessary for law firm websites, which have to look and feel the same on every screen, from a mobile phone to a tablet to a desktop. And with more people using smart TVs, the sites have to work on the big HD screens also. Continue reading
Posted yesterday at Integrity Marketing
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Consistent branding is where your estate planning law firm either grabs a competitive edge or falls by the wayside. Law firm marketing requires consistency across all platforms: website, print materials, social media, even your front door. Here are some tips to boost your branding consistency: Continue reading
Posted 2 days ago at Integrity Marketing
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Consistent branding is where your estate planning law firm either grabs a competitive edge or falls by the wayside. Law firm marketing requires consistency across all platforms: website, print materials, social media, even your front door. Here are some tips to boost your branding consistency: Continue reading
Posted 2 days ago at Integrity Marketing
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Your worst law firm nightmare has come true. Clients are furious about missed deadlines, mistakes in documents and a rogue email that was sent to an adversary by mistake. Your bookkeeper is warning you about making payroll and paying taxes. A key staff member is out on a long-planned vacation, and your most reliable paralegal is coping with a family emergency. You’re going to need more than a deep breath to keep your estate planning law firm alive. What next? Continue reading
Posted 5 days ago at Integrity Marketing
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Secrets and clues are great for novels and films, but they can destroy an estate planning law practice. This includes every person in the firm: managing partner, partners, associates, paralegals, administrative assistants, receptionist and clients. Not everyone needs to know everything about your personal life, but if there are too many secrets in your office, there’s trouble brewing. Continue reading
Posted 6 days ago at Integrity Marketing
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Your law firm website should not be a dating app, but you do want your clients to choose your firm, based on comfort level, familiarity and a sense of trust that comes from a website that engages them on an emotional level. Helping prospects make the transition from first viewing your website to raving fan is a process that has been well documented and described. Are you ready to have a fan club? Continue reading
Posted 7 days ago at Integrity Marketing
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Social media calendars, a schedule of special events, eNewsletters on a timely basis: almost all of your estate planning and Elder Law firm marketing activities should be mapped out as part of a strategic plan. There will always be unexpected events—new legislation gets passed, a client’s story illuminates a particular issue and you pivot to focus on it, for example. But for the most part, the best marketing is planned in advance. Continue reading
Posted Mar 13, 2017 at Integrity Marketing
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Hold your friends close, your enemies closer. Or, in this case, your estate planning lawyer colleagues. The estate planning and Elder Bar tends to be friendlier than some others, so chances are good that you know some, if not all, of your competitors. A regularly scheduled and detailed analysis of the competition’s law practices compared to yours will give you insight. Is it time to ramp up your marketing or client service quality? Continue reading
Posted Mar 13, 2017 at Integrity Marketing
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When was the last time you had a professional photograph taken of you and all of the members of your law firm? Like an estate plan, photographs need to be updated every few years. You don’t want your clients coming to your office expecting to meet a 25 year old when the photo was taken fifteen years ago. Is that an exaggeration? No, it is not. Continue reading
Posted Mar 10, 2017 at Integrity Marketing
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Have you ever clicked on a link that brought you to a 404 error page? Or opened a PDF that looked like someone couldn’t figure out how to use a scanner? Digital life has raised our expectations, and our clients expect attachments to work seamlessly. At the same time, we all know how our cell phones sometimes drop calls or don’t ring when a call comes in. How do you balance expectations with reality? Continue reading
Posted Mar 9, 2017 at Integrity Marketing
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Lawyers who are adept at social media apply many of the same rules for their law marketing efforts that they do in their estate planning practices. Quality counts. That means relevant content too. While the ultimate task of social media is to engage with clients, social media sends an underlying message about how you practice law and what they can expect from you. Continue reading
Posted Mar 8, 2017 at Integrity Marketing
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If a couple comes to your estate planning law firm wearing shabby clothing, your first thought is not that they are eccentric millionaires*. We are taught not to judge people by their appearances, but we all do. The same applies to your print materials: business cards, letterhead, envelopes, mailing labels, intake forms (if you are still using paper for a manual intake process), brochures and print ads. You may not realize it, but these are all law firm marketing materials and if they don’t look good, neither do you. Continue reading
Posted Mar 7, 2017 at Integrity Marketing
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Creating a video that accurately portrays an estate planning attorney as a credible, kind and yet authoritative figure requires all of the elements of an Oscar-worthy movie. There needs to be a central figure that the audience cares about, a narrative that serves to move the audience’s emotions and a closing that motivates the individual viewer to pick up the phone or fill out a form and engage with the attorney. Continue reading
Posted Mar 6, 2017 at Integrity Marketing
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Once upon a time, estate planning law firms sent out expensive print invitations to prospects, selected by zip codes, served up an informative presentation along with lunch or dinner and clients just rolled in. Law firm marketing has come a long way since then, and while some markets find this still works, for others, the costs outweigh the benefits Continue reading
Posted Mar 3, 2017 at Integrity Marketing
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If you do nothing else for your estate planning law firm’s marketing efforts today, visit your LinkedIn page, especially if you haven’t been on it for a few weeks. If it’s been more than a few months since you were last on your LinkedIn page, we hope it’s because you are so swamped with new clients and interviewing new associates to keep up with the growth of your estate planning and Elder Law firm that you don’t have three seconds to look at your phone. Continue reading
Posted Mar 2, 2017 at Integrity Marketing
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Google has trust issues. If Google bots think you are trying to game the SEO system, they’ll stop trusting you and your website could be penalized. We make sure to stay up to date on the latest algorithm updates but if you have a great website—responsive design, original content, fresh content updated frequently, videos, easy to navigate—then these frequent updates won’t have a huge impact on your ranking and quality score. But there’s always room for improvement. Continue reading
Posted Mar 1, 2017 at Integrity Marketing
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Successful law firm marketing, particularly for estate planning and Elder Law firms who face intense competition, requires taking every opportunity to enhance your website’s visibility. That’s why we send you blog posts every single week. The topics are carefully curated to appeal to prospects who are searching online for information about wills, estate planning, Elder Law, Medicaid issues and other related topics. Why should you assign this task to someone, or even do it yourself? Continue reading
Posted Feb 28, 2017 at Integrity Marketing
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Law firm marketing and law firm websites specifically are undergoing some major changes, and this is another example of being on the bus, or under it. Some of the changes are big, like the use of graphics, increasing use of videos and typeface as a much bigger part of website design. Others are things we have been telling you about for years: engaging content that seeks to tap the emotion as well as the intellect of your visitors and fresh content, added to your website on the blog and practice area pages. Continue reading
Posted Feb 27, 2017 at Integrity Marketing
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No knock on Ford, but the Ferrari lives in a different universe. You don’t expect a Ford Taurus to drive like a Ferrari 488 GTB. But you wouldn’t take the Ferrari out for a quart of milk. Both have different roles to play. One’s a very expensive toy, the other a mundane but practical vehicle. The difference is in performance, construction and, yes, marketing. The same qualities distinguish your estate planning and Elder Law firm from your colleagues. If one of your dreams is to own a Ferrari 488 GTB, you’ll need the profits that a high-performance law firm marketing program can yield. Continue reading
Posted Feb 24, 2017 at Integrity Marketing
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Law firm owners who double as legal marketing leaders have enviable practices. They are forward-looking, keep their team focused and in a positive mind-set, and are skilled at anticipating issues before a crisis point. Legal marketing leaders also understand that these skills help their firm, their clients and often the community around them. Best part: even if you are not a born leader, these are skills that can be learned. Continue reading
Posted Feb 23, 2017 at Integrity Marketing
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Fragmented data, uncalibrated channels and humans who can’t see the forest for the trees are a few reasons why it is sometimes challenging to measure the success of your digital marketing. The challenge is assigning a value so that all of the tools can be measured accurately. An additional challenge: constant change in the marketplace and the tools themselves. Continue reading
Posted Feb 22, 2017 at Integrity Marketing
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If you thought it was challenging to own an estate planning practice in an age of fierce competition from other law firms and the increasing popularity of online legal services, try walking a mile in our shoes. The pace of change in digital marketing is beyond exponential. IMS has made a commitment to staying on trend so that your practice can flourish but we need you to be an active participant. Continue reading
Posted Feb 21, 2017 at Integrity Marketing
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The traditional model of law firm economics is changing, fast. An abundance of estate planning law firms and lawyers, competition from online legal service providers and elevated service expectations by consumers are all putting pressure on law firm fees and performance. If your team is not aware of the changing environment, perhaps now is a good time to open your books and let them get a reality check. Continue reading
Posted Feb 20, 2017 at Integrity Marketing
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If you want your estate planning law firm clients to be happy, start by making your employees happy. That means everyone, from the receptionist who answers the phone and welcomes clients to the paralegal who assembles client documents and even the person in the mailroom who sends out those documents. An engaged and happy employee is productive, cares about their work and feels a sense of purpose. Continue reading
Posted Feb 17, 2017 at Integrity Marketing