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What Makes a SUPER LAWYER Can Also Make a SUPER WEBSITE

As an attorney, you know that the legal marketplace is already crowded with competition. Every year, tens of thousands more budding lawyers graduate from law schools. In a single recent year, the American Bar Association reported that 46,000 people were awarded Juris Doctor or LL.M. degrees by U.S. law schools. Only about half of these graduates are able to find jobs in the legal field.
Even experienced attorneys find themselves in a competitive market having to prove to their prospective clients that they are better than the next attorney in a given practice area. How can you make yourself stand out from the crowd?
Perhaps the fierce competition is one of the reasons for some of the catchy TV advertisements, such as depictions of a tiger in human form or an out-of-control motorcyclist rampaging through a dark room and ultimately saving a sad, helpless individual.
With TV and cable giving way to the Web, the competition and their resources are now moving into online legal advertising. Examples include a website, a YouTube channel for the firm’s practice or a social media account all working harmoniously to attract the next client.
It is no secret that the more compassion an attorney’s online legal marketing is able to show, the better. If the online resources are used well and if they tell a story about why an attorney’s knowledge, experience and strategy are relevant to a specific client, it attracts attention and provides excellent return on investment for the attorney.
Content on an attorney’s website is the key to such success. One of the most important content opportunities is to display any legal associations the attorney belongs to and any acknowledgements an attorney has achieved in his or her legal career. Nomination, selection and recognition of attorneys by Super Lawyers, for example, is a great opportunity for an attorney to feature such a selection on his or her website and other online legal marketing platforms.
For most seasoned attorneys, the nomination and selection to Super Lawyers is a rather easy process. When I spoke with Mike Dyer and Doug Mann, personal injury attorneys in Dayton, Ohio, they said they did not even know who had nominated them to be considered for selection as Super Lawyers. For younger and less experienced attorneys, it can be a challenge to even be nominated.
The organization has a detailed outline of the process that explains how an attorney can be nominated, reviewed and selected to be a Super Lawyer in a given practice area. Although a happy client can certainly contact the organization and recommend your superior services as an attorney, the most effective nominations seem to come from your peers and the independent recruiting and research efforts of the organization itself. It appears that your partner or supervising attorney can nominate you as a candidate, but the nomination should be reinforced by a source outside the firm.
In what appears to be an objective process, a nomination goes through independent research by the organization, which looks at the nominee’s number of clients, verdicts and settlements, bar association and pro bono activities, as well as community involvement to make its decision. Information about the same criteria can make a firm’s website successful and deliver the desired return on investment.
If you seek a nomination to Super Lawyers, the process provides an opportunity to improve your practice through successful outcomes, client outreach and community service. An attorney who understands and appreciates the value of a well-designed and strategically planned website and proper investment in an online legal marketing campaign will know that the Super Lawyers nomination and selection process can complement efforts to build a great brand and boost the number and quality of cases from the firm’s online legal marketing investment.
The process is also a testament not only the attorney’s ability to connect with and serve his or her clients well, but also his or her ability to build meaningful and mutually beneficial relationships with the local bar and the legal community. After all, practice of law is more than one’s ability to negotiate settlements and draft the necessary pleadings to carry a case into litigation. It is also the skill and investment in our social environment, which is comprised not only of prospective clients, but also our colleagues.

Who will nominate you to Super Lawyers?

Helen Gulgun Bukulmez

Helen Gulgun Bukulmez, Esq. brings unique skills and insights she has gained as a practicing attorney and successful entrepreneur to her role as a Client Liaison with Consultwebs and frequently participates in and presents at legal seminars, conventions and continuing legal education programs, helping to raise legal professionals’ awareness of the most effective and ethical online marketing methods.

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Filed Under: Featured StoriesPersonal Development

About the Author: Helen Gulgun Bukulmez, Esq. brings unique skills and insights she has gained as a practicing attorney and successful entrepreneur to her role as a Client Liaison with Consultwebs and frequently participates in and presents at legal seminars, conventions and continuing legal education programs, helping to raise legal professionals’ awareness of the most effective and ethical online marketing methods.

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