SEO
Tips For Avoiding Misinformation In SEO Resources & Conversations

There are many contradictory ideas about the best way to approach SEO.
For every idea proposed, there are others in the SEO industry who disagree.
Turning to Google for help isn’t always helpful because Google ranks information about SEO that Googlers themselves are on record saying is wrong.
There is a way to cut through the noise and figure out which information is likely valid and which information is smoke and mirrors.
Googlers Statements On SEO Information
What Googlers say about SEO is generally limited to four topics:
- Actions to avoid a negative outcome.
- How to increase indexing.
- How to help Google better understand your webpages.
- Confirmation that site promotion is important.
Googlers don’t offer loopholes for how to influence rankings, of course. But the information they do provide is useful and consistent.
For example, a Googler can’t necessarily say that Google has an algorithm that’s specifically for hunting down and killing guest posts for SEO links.
But they can advise that guest posting for SEO is done and that publishers should stick a fork in it.
By doing that, the Googler is helping publishers avoid a possible penalty or spending money on a service that won’t produce the desired results.
It makes sense to seek out what Googlers say. What Googlers say is literally the most authoritative statement about how Google works.
Why Google Has A Webmaster Outreach
The whole reason why there is a Webmaster outreach is that former Googler Matt Cutts sees value in communicating with the search community to help them avoid mistakes and misinformation.
So, he began communicating with publishers at various SEO forums under the nickname, GoogleGuy.
Here’s a post from 2004 where GoogleGuy introduced himself and explained the origin of Google’s outreach and his motivation:
“About three years ago, I was waiting for a program to finish compiling, and I was reading what people online were saying about Google.
I remember seeing a question from a site owner about how to structure his site for better crawling, and thinking it would be great if a Googler could just pop by to answer technical questions like that.
And then I thought, I’m a Google engineer. I can answer technical questions like that. So, I did.
Since then, I’ve managed to post around 2,000 messages in various web forums, setting the record straight whenever possible.”
Are Googlers Inconsistent?
It’s common to hear people complain that Google is contradictory. If that’s true, how can you trust what Googlers say is not SEO misinformation?
But, the reason for the contradictions is usually not the Googler’s fault. It’s consistently the fault of the person who is writing about what the Googler said.
In my experience of several years of listening to the Google office-hours hangouts, Googlers are very consistent about what they say, even when you backtrack 10 or more years to previous statements, what they advise is consistent and not contradictory.
Paying attention to what Googlers say has always been a good practice. And if what a publication reports seem to contradict a previous statement, listen to the statement itself.
For example, there are some sites that post about ranking factors based on what an ex-Googler says in a video.
But when you listen to the video, the ex-Googler never said what people say that he said.
Even so, the erroneous statement about a false ranking factor keeps proliferating on the internet because no one stops to listen to the video.
Don’t take what someone writes for granted.
Always check the video, blog post, or podcast for yourself.
Google Search Engine Is A Source Of SEO Misinformation?
While Googlers are a trusted source of SEO information, Google itself can be an unreliable source of SEO information.
Here’s an example of Google’s John Mueller debunking LSI Keywords in a tweet:
-
Screenshot from Twitter, May 2022
Searching Google for SEO information yields inconsistent search results.
For example:
- Searching for LSI keywords (which Mueller above says doesn’t exist) shows several websites that say that LSI keywords do exist.
- Searching PBN links (links on blogs) yields a top-ranked page that sells PBN links.
- Searches for “Link Wheels” (building blogs and linking to your own content) yields results that recommend the practice.
In general, the top search results about SEO topics tend to be fairly reliable nowadays.
Google tends to show search results that promote risky strategies if you search for risky strategies (like link wheels or PBN links).
Sometimes it might be more helpful to find an SEO forum or Facebook Group and ask a real person (instead of an algorithm) for information about SEO.
Should You Ignore What Googlers Say?
Googlers are on their side of the search engine and publishers/SEOs are on the other side. We both experience search differently.
So, it makes sense that there are differences in opinions about some topics, particularly about what is fair and what is relevant.
However, there are some areas of the internet where it is commonly held that it’s best to not listen to what Googlers say.
Some consistently advise others to literally do the opposite of what Googlers say.
Others appear to have a grudge and offer consistently negative opinions on the topic of Google.
Then, there are news stories about Google AI researchers who were fired after raising ethical concerns.
Should Google Be Believed?
It’s helpful to focus on the Googlers who liaison with the search marketing community.
Googlers like Gary Illyes and John Mueller have a long history of sharing high-quality information with the search marketing community.
The record of all the information they shared is on YouTube, Twitter, and on Google blog posts.
When John Mueller is uncertain about an answer to a question, he says so. When he is certain, his answer is unambiguous.
Danny Sullivan used to be a search marketing reporter before joining Google.
He is on our side, and he, too, has a solid track record of answering questions, passing along concerns, and responding to concerns in the search community, like publishing an article about Core Algorithm Updates in response to questions about what they are and how publishers should deal with them.
In general, be wary of anyone who consistently advises people to ignore what Google says.
Discern Between Opinion And Fact-Based Insight
It’s important to verify if the writer is citing and linking to an authoritative source or is simply offering an opinion.
When someone writes about Google and then links to supporting evidence like a Googler statement, a patent, or research paper, their statement becomes better than an opinion because now it’s a fact-based insight with supporting evidence.
What they write might still not be true about Google, but at least there is supporting evidence that it could be true.
Unless a Googler says something is true, we can’t really know.
So, the best anyone can do is to point to a Googler statement, a research paper, or a patent as supporting evidence that something might be true.
For centuries, common sense dictated that the earth was at the center of the universe. Common sense is not a substitute for evidence and data.
Opinions without supporting evidence, regardless of how much “sense” it makes, are unreliable.
Googler Statements Must Be In Context
Some people have agendas. When that happens, they tend to cite Googler statements out of context in order to push their agendas.
The typical agenda consists of sowing fear and uncertainty for the purpose of creating more business.
It’s not uncommon for search marketers to say that Googlers contradict themselves.
I find that Googlers are remarkably consistent, especially John Mueller.
What is inconsistent is how some people interpret what he says.
Google’s John Mueller lamented in a podcast that “two-thirds of what he is quoted as saying is misquoted or quoted out of context.”
Correlation Studies Are Not Reliable
Articles featuring correlation data tend to attract a lot of attention, which makes them useful for clickbait.
Data obtained from studying any number of search results, even millions of search results, will always show patterns.
But the patterns are meaningless because… correlation does not imply causation.
Correlation studies often look at one or a handful of factors in isolation, ignoring all the other more than 200 ranking factors that influence search rankings.
Correlation studies also tend to ignore non-ranking factors that influence the search results such as:
- Prior searches.
- Geolocation.
- Query reformulation.
- User intent.
- Multiple intents in the search results.
The above are just factors that can muddy up any attempt to correlate what ranks in the search results with any one particular quality of a webpage.
If you want to avoid SEO misinformation, consider avoiding most, if not all, correlation-based SEO research.
Can You Trust What’s In A Patent?
The problem with articles written about patents is that some people don’t know how to interpret them – and that can result in SEO misinformation.
The way a patent can result in misinformation is that the person making claims about it uses just one section of a patent, in isolation, pulled out of the context of the rest of the patent.
If you read an article about a patent and the author does not discuss the context of the entire patent and is only using one passage from the patent, it’s highly likely that the conclusions drawn from the patent are misinformed.
A patent or research paper should always be discussed within the context of the entire patent.
It’s a common mistake to pull one section of the patent and derive conclusions from that section taken out of context.
SEO Misinformation
It can be tough discerning between good SEO information, outright lies, and pure misinformation.
Some misinformation happens because the information was not double-checked, and it ends up spreading across the internet.
Some misinformation happens because some people put too much trust in common sense (which is unreliable).
Ultimately, we can’t know for certain what’s in Google’s algorithm.
The best we can do is understand that SEO information has tiers of validity, beginning at the top with publications from Google that offer confirmation about what’s in Google’s algorithm, then statements from Googlers. This is information that can be trusted.
After that, we get into a sort of gray zone with patents and research papers that are unconfirmed by Google whether or not they’re being used.
The least trustworthy tier of information is the one based on correlation studies and pure opinions.
When I am in doubt, what I do is seek a reality check from people I trust.
More Resources:
Featured Image: Shift Drive/Shutterstock
SEO
Critical WordPress Form Plugin Vulnerability Affects Up To +200,000 Installs

Security researchers at Wordfence detailed a critical security flaw in the MW WP Form plugin, affecting versions 5.0.1 and earlier. The vulnerability allows unauthenticated threat actors to exploit the plugin by uploading arbitrary files, including potentially malicious PHP backdoors, with the ability to execute these files on the server.
MW WP Form Plugin
The MW WP Form plugin helps to simplify form creation on WordPress websites using a shortcode builder.
It makes it easy for users to create and customize forms with various fields and options.
The plugin has many features, including one that allows file uploads using the [mwform_file name=”file”] shortcode for the purpose of data collection. It is this specific feature that is exploitable in this vulnerability.
Unauthenticated Arbitrary File Upload Vulnerability
An Unauthenticated Arbitrary File Upload Vulnerability is a security issue that allows hackers to upload potentially harmful files to a website. Unauthenticated means that the attacker does not need to be registered with the website or need any kind of permission level that comes with a user permission level.
These kinds of vulnerabilities can lead to remote code execution, where the uploaded files are executed on the server, with the potential to allow the attackers to exploit the website and site visitors.
The Wordfence advisory noted that the plugin has a check for unexpected filetypes but that it doesn’t function as it should.
According to the security researchers:
“Unfortunately, although the file type check function works perfectly and returns false for dangerous file types, it throws a runtime exception in the try block if a disallowed file type is uploaded, which will be caught and handled by the catch block.
…even if the dangerous file type is checked and detected, it is only logged, while the function continues to run and the file is uploaded.
This means that attackers could upload arbitrary PHP files and then access those files to trigger their execution on the server, achieving remote code execution.”
There Are Conditions For A Successful Attack
The severity of this threat depends on the requirement that the “Saving inquiry data in database” option in the form settings is required to be enabled in order for this security gap to be exploited.
The security advisory notes that the vulnerability is rated critical with a score of 9.8 out of 10.
Actions To Take
Wordfence strongly advises users of the MW WP Form plugin to update their versions of the plugin.
The vulnerability is patched in the lutes version of the plugin, version 5.0.2.
The severity of the threat is particularly critical for users who have enabled the “Saving inquiry data in database” option in the form settings and that is compounded by the fact that no permission levels are needed to execute this attack.
Read the Wordfence advisory:
Featured Image by Shutterstock/Alexander_P
SEO
How SEOs Make the Web Better

SEOs catch flak for ruining the web, but they play a crucial role in the search ecosystem, and actually make the internet better for everyone.
Let’s get the criticism out of the way. There are bad actors in SEO, people who seek to extract money from the internet regardless of the cost to others. There are still scams and snake oil, posers and plagiarists. Many parts of the web have become extremely commercialized, with paid advertising and big brands displacing organic and user-generated content.
But while there are situations where SEOs have made things worse, to fixate on them is to ignore the colossal elephant in the room: in the ways that really matter, the web is the best it’s ever been:
- It’s the easiest it has ever been to find information on the internet. Searchers have a staggering array of tutorials, teardowns, and tips at their fingertips, containing information that is generally accurate and helpful—and this was not always the case.
- Bad actors have a smaller influence over search. Search is less of a Wild West than it used to be. Once-scam-ridden topics are subject to significant scrutiny, and the problems and loopholes in search that need fixing today—like big brands and generic content receiving undue prominence—are smaller and less painful than the problems of the past.
- More people use search to their benefit. Online content is the most accessible it has ever been, and it’s easier than ever to grow a local business or expand into international markets on the back of search.
SEOs have played a crucial role in these improvements, poking and prodding, building and—sometimes—breaking. They are Google power users: the people who push the system to extremes, but in doing so, catalyze the change needed to make search better for everyone.
Let’s explore how.
SEOs are much-needed intermediaries between Google and the rest of the world, helping non-technical people acquire and benefit from search engine traffic.
There is a huge amount of valuable information locked up in the heads of people who have no idea how to build a website or index a blog post. A carpet fitter with a bricks-and-mortar business might have decades of experience solving costly problems with uneven subfloors or poor moisture management, but no understanding of how to share that information online.
SEOs provide little nudges towards topics that people care about and writing that’s accessible to people and robots. They help solve technical problems that would hinder or completely block a site from appearing in search results. They identify opportunities for companies to be rewarded for creating great content.
It’s a win-win: businesses are rewarded with traffic, searchers have their intent satisfied, and the world is made a little richer for the newfound knowledge it contains.
SEOs do many things to actively make the web a better place, tending to their own plot of the Google garden to make sure it flourishes.
Take, for example, the myriad standards and guidelines designed to make the web a more accessible place for users. The implementation of these standards—turning theoretical guidelines into real, concrete parts of the web—often happens because of the SEO team.
Technical SEOs play a big part in adhering to the Web Content Accessibility Guidelines, a set of principles designed to ensure online content is “perceivable, operable, understandable, and robust” for every user. Every SEO’s fixation with Core Web Vitals fuels a faster, more efficient web. Content teams translate Google’s helpful content guidelines into useful words and images on a page.
(Case in point: check out Aleyda Solis’ Content Helpfulness Analyzer.)


There is a lot of overlap between “things that help users” and “things that improve search performance.” Even if the motive behind these changes is as simple as generating more traffic, a well-optimized website is, generally speaking, one that is also great for real human beings trying to engage with it.
The biggest criticism leveled at SEOs is that they break things. And they do! But that breakage acts as a type of pressure testing that strengthens the system as a whole.
Abuse of spintax and keyword stuffing forced Google to develop a better understanding of on-page content. Today, that loophole is closed, but more importantly, Google is much better at understanding the contents of a page and its relationship to a website as a whole.
Hacks like hiding keywords with white text on a white background (or moving them beyond the visible bounds of the screen) forced Google to expand its understanding of page styling and CSS, and how on-page information interacts with the environment that contains it.
Even today’s deluge of borderline-plagiarised AI content is not without benefit: it creates a very clear incentive for Google to get better at rewarding information gain and prioritizing publishers with solid EEAT credentials. These improvements will make tomorrow’s version of search much better.
This isn’t just Google fixing what SEOs broke: these changes usually leave lasting benefits that extend beyond any single spam tactic and make search better for all of its users.


This is not to argue that blackhat SEO is desirable. It would be better to make these improvements without incurring pain along the way. But Search is huge and complicated, and Google has little incentive to spend money proactively fixing problems and loopholes.
If we can’t solve every issue before it causes pain, we should be grateful for a correction mechanism that prevents it—and more extreme abuse—from happening in the future. SEOs break the system, and in doing so, make future breakages a lot less severe.
Some SEOs take advantage of the loopholes they discover—but many don’t. They choose to raise these issues in public spaces, encourage discussion, and seek out a fix, acting like a proxy quality assurance team.
At the small end of the spectrum, SEOs often flag bugs with Google systems, like a recent error in Search Console reporting flagged independently by three separate people, or Tom Anthony famously catching an oversight in Google’s Manual Actions database. While these types of problems don’t always impact the average user’s experience using Google, they help keep search systems working as intended.
At the other end of the scale, this feedback can extend as far as the overarching quality of the search experience, like AJ Kohn writing about Google’s propensity to reward big brands over small brands, or Lily Ray calling out an uptick in spam content in Google Discover.
SEOs are Google’s most passionate users. They interact with it at a scale far beyond the average user, and they can identify trends and changes at a macroscopic level. As a result, they are usually the first to discover problems—but also the people who hold Google to the highest standard. They are a crucial part of the feedback loop that fuels improvements.
Lastly, SEOs act as a check-and-balance, gathering firsthand evidence of how search systems operate, letting us differentiate between useful advice, snake oil, and Google’s PR bluster.
Google shares lots of useful guidance, but it’s important to recognize the limits of their advice. They are a profit-seeking company, and Search requires opacity to work—if everyone understood how it worked, everyone would game it, and it would stop working. Mixed in with the good advice is a healthy portion of omission and misdirection.
Google Search plays a vital role in controlling the flow of the web’s information—it is simply too important for us to leave its mechanics, biases, and imperfections unexplored. We need people who can interrogate the systems just enough to separate fact from fiction and understand how the pieces fit together.
We need people like Mic King, and his insanely detailed write-up of SGE and RAG; Britney Muller and her demystification of LLMs; the late Bill Slawki’s unfaltering patent analysis; or our own Patrick Stox’s efforts in piecing together how search works.


Final thoughts
The web has problems. We can and should expect more from Google Search. But the problems we need to solve today are far less severe and painful than the problems that needed solving in the past; and the people who have the highest expectations, and will be most vocal in shaping that positive future, are—you guessed it—SEOs.
To SEOs: the cause of (and solution to) all of the web’s problems.
SEO
12 Creative Lead Magnet Ideas For Law Firms

Lead magnets have long been an effective tactic for generating more leads and growing an email list.
Popular in the marketing industry, lead magnets can also be used by independent business owners to attract more clients and build online authority.
This is also true for law firms, which often rely on their content to build trust, increase traffic, and generate more leads.
However, law firms face unique challenges given the complexity of their subject matter and the restrictions regarding soliciting new clients.
That’s why we are sharing some of the most creative (and effective) lead magnet ideas law firms can use to grow their email lists and get more leads.
1. Educational Ebooks
The legal process can be confusing for many clients. They might venture to Google in search of resources, information, services, and tips for their case.
What better way to build your authority and draw in potential clients than to share educational content via ebooks?
Ebooks are generally in-depth guides or reports that cover a particular topic in detail. For law firms, ebooks can provide beginner-friendly insights, case studies, and/or step-by-step guidance regarding legal issues.
Not a designer? No problem! There are tons of free tools you can use to create ebooks. One of the most popular options is Canva.
Here’s how to create an ebook using Canva:
- Select a template: Canva offers a variety of ebook templates for different styles and themes. You can view and decide which pages to keep, discard, or edit to suit your needs.
- Customize the design: Use Canva’s stock photos, illustrations, icons, and graphics, or upload your own images to personalize your ebook. Experiment with colors, backgrounds, fonts, and photo effects.
- Add content: Fill in your design with helpful content. Add a descriptive title. Consider linking to supporting resources, including eye-catching images, adding “bonus tips,” and more to make your ebook engaging.
- Publish and share: Once the ebook is finalized, you can download and save it as a JPEG or PNG. Then, you can upload it to your website and put it behind a subscription wall.
2. Free Legal Templates
Templates are predesigned forms that make it easy for users to create, edit, and save their own documents. Templates can be used to create wills, lease agreements, contracts, non-disclosure agreements, parenting plans, and more.
As an attorney, you have the legal know-how to help clients create detailed and accurate legal documents.
While there are limitations – you should recommend users get their documents reviewed by an attorney – providing templates can help people head in the right direction.
When clients download the template, they can provide their email addresses, allowing your firm to follow up and offer to assist them in completing or reviewing the document.
Some other legal template ideas include:
- Power of attorney.
- Advance healthcare directives.
- Employment contracts.
- Business formation documents.
- Partnership agreements.
- Service agreements.
- Release or waiver forms.
- Prenuptial agreements.
- Intellectual property assignments.
- Demand letters.
- Cease and desist letters.
- Settlement agreements.
- Complaints or petitions.
- Loan agreements.
- Promissory notes.
3. Exclusive Webinars And Interviews
Live or pre-recorded webinars are another great way to offer value to potential clients. People love the interactive nature of live webinars and the ability to re-watch informational videos.
You can host online seminars, interviews, or sessions regarding important legal topics, helping your audience know what steps to take during the legal process.
For example, you can talk about how to navigate the divorce process, how to get started with a will, or what to know about real estate law.
Here are a few examples of titles you can use for your webinar:
- “Understanding Your Rights: [Legal Topic] Explained.”
- “Navigating [Legal Issue]: Your Step-by-Step Guide.”
- “Legal Essentials: How to Protect Your [Assets/Business/Family].”
- “How to Avoid Legal Pitfalls in [Scenario/Situation].”
- “[Legal Topic]: A Lawyer’s Tips for Success.”
- “Legal Questions Answered: [Topic] Q&A Session.”
- “What Every [Entrepreneur/Parent/Homeowner] Should Know About [Legal Topic].”
- “What Every [Person/Business Owner] Should Know About [Legal Topic].”
Once you have your idea for your webinar or interview, you can promote your session on social media, your website, or via your email list.
Then, people can register for the webinar by providing their contact information and expressing their interest in the topic.
This will allow you to follow up with them after the session, opening the door to them becoming new clients.
4. Downloadable Checklists
Simplify complex legal topics and processes with easy-to-follow checklists.
Checklists help prospective clients organize their tasks, prepare for their cases, and remember important details regarding legal proceedings.
Checklists provide a ton of value, making them a smart pick for a potential lead magnet.
Say, for example, that you’re a will and probate attorney. You could create a checklist titled “X-Step Checklist for Estate Planning.”
You could design this document to include helpful resources, tasks, and graphics that support people navigating the estate planning process.
Some steps on this type of checklist might include:
- Download our free Estate Plan Template.
- Create a list of your family members and other beneficiaries.
- Take inventory of your assets, such as real estate, bank accounts, and investments.
- Take inventory of your liabilities, such as debts, mortgages, and loans.
- Record the information from your insurance policies (life, health, and property).
- Choose your power of attorney designation.
- Hire a will and probate attorney to help you draft your last will and testament.
- Schedule for reviewing and updating the estate plan.
You can offer checklists as downloadable content in exchange for contact information, which will help you build a database of potential clients.
Plus, a necessary step in the checklist could be for someone to contact an attorney (i.e., you) for more support; you can then provide your direct contact information.
5. Actionable Worksheets
Similar to checklists, worksheets are interactive tools that help potential clients understand the legal process, assess their situation, prepare for a legal consultation, and even calculate estimated attorney costs.
Worksheets can be particularly helpful if you are used to getting new clients who don’t yet have their information or documents in order.
People can opt into using the worksheet, which provides value to them and makes them a better client for you!
You could even have people fill out the worksheets in exchange for personalized feedback or consultation offers, creating an opportunity for you to engage with them directly.
6. Tools And Resource Lists
If you have the technical skills to create web applications (or the resources to hire someone to do this for you), digital tools are a great way to garner user interest and generate leads.
Resource lists are perhaps the simplest version of this. You can design and publish a list of relevant resources someone might need and then host this list on your website.
For example, some resources might include document templates, links to government websites, links to case studies, and links to helpful videos.
Another approach is to create online tools such as calculators or apps. Some ideas include:
- As an interactive “checkup” tool that evaluates users’ legal needs.
- A cost calculator that estimates the costs for certain proceedings (like starting a business, filing for divorce, hiring an attorney, etc.) based on the user’s specifications.
- An e-document generator, which creates basic legal documents like non-disclosure agreements or letters of intent.
- Visual timeline “maps” that show the typical timeline of various legal processes.
- Case studies, where users can input different variables to see the possible legal outcomes for their situation.
There may be many more ideas that we haven’t been able to think of here, so get creative and consider what might be most relevant to your audience!
Remember that the key is to capture users’ information so you can follow up with them later as a possible lead.
7. Video Tutorials
Unlike webinars, video tutorials are usually pre-recorded videos in which you instruct users on a particular process from start to finish. This usually includes detailed steps and examples instead of interviews or sound bites.
Consider some scenarios in which clients might need help navigating a task, such as filing a small claims case or trademarking their logo.
Then, create an outline for your video, detailing the steps you want people to take.
Finally, record your video, edit the content, and then host the video – likely as a private video on YouTube (which can be sent to subscribers via email) or behind an opt-in wall on your website.
8. Legal Case Studies
Case studies are common lead magnets for the legal industry. This is because potential clients want to see examples of when you have succeeded in a case and what the outcome was for your client.
Case studies can build trust and convince people that you are the attorney to work with.
In your case study, explain the problem the client was facing, how the case was handled, what the outcome was, and (ideally) your client’s review of your services.
Highlight the benefits of your client working with an attorney to get the guidance and support they need to navigate this stressful and challenging situation.
You can put these case studies behind an opt-in wall or have them express interest via social media, with you sending them the case study in exchange for their email address.
Interested readers can then request more information or a consultation, becoming a potential lead!
9. Interactive Quizzes
Quizzes are usually used to prompt users to answer questions and receive a “score.”
But in their application to the legal field, quizzes can be used to help people assess their legal situation and receive answers, next steps, or considerations from a trusted legal professional.
These “answers” could be auto-generated based on certain criteria or (most effectively) crafted by your legal team and sent to the recipient via email.
The user receives their personalized assessment, with recommendations and/or precautions for their case, and you generate a potential new lead.
Keep in mind that there are limits to what degree you can provide legal counsel to someone who is not yet a client. Your “answers” might need to include more general advice and a recommendation to seek out legal counsel.
10. Mini-Courses
Similar to tutorials, courses can be used to help people understand their rights, learn how to navigate the legal process, or know the steps they need to take to hire an attorney.
A course does not necessarily need to be on video but could consist of an email series, downloadable PDF, or a series of worksheets.
Course hosting platforms like Teachable and Kajabi make it easy to publish your course materials, drive sign-ups, and even follow up with your subscribers.
You can publish mini course videos, add “homework,” link to related resources, and so much more.
Remember that creating a course is often more involved than just a single tutorial. That’s why we recommend creating a “mini” course that provides just enough value to get people interested in your services.
Here are some example course topics you could use:
- Legal Fundamentals: X Steps to Understanding Your Rights.
- Navigating Contracts: What You Need to Know Before Signing.
- Estate Planning Basics: How to Plan Your Legacy.
- Small Business Law: Protect Your Company the Right Way.
- Intellectual Property 101: How to Safeguard Your Ideas.
- Mini-Course: How to Buy and Sell Property (Tips From a Real Estate Attorney).
- Employment Law for Employees: Know Your Workplace Rights.
11. Trend Reports
Trends reports offer analysis, findings, and opinions regarding trending legal topics or stories.
If there’s a hot topic in your industry – and people are searching for it – it could be an interesting idea to publish your very own trends report.
For example, say you are a real estate attorney. A common trending topic is the real estate market: is it going up or down?
You could host a “market watch” report summarizing your findings and connecting the market to what buyers/sellers need to know about real estate law.
You can advertise your specialized report and grow your email list by enticing users to opt into your report or newsletter.
Then, you can notify your audience of special events, promotions, blog posts on your website, upcoming webinars, and so much more. That way, you have a growing list of potential leads!
12. Facebook Groups
People are constantly searching for information — on Google, on social media, and yes, even in Facebook Groups. If you have knowledge to share, creating a Facebook Group could be a way to generate more leads.
When you create a Facebook Group, you are able to prompt new members to answer questions when they sign up.
These can be questions like, “Why are you interested in [legal topic]?” “Would you like to provide your email address to receive more information?” or “What other topics are you interested in?”
These questions can help you not only grow your list but also come up with more topic ideas for your group.
For example, you could create a Facebook Group called “Real Estate Watch” if you are a real estate attorney, “Small Business Tips” as a business attorney, or “Contracts 101” as a contracts attorney.
While you can’t give out personalized legal advice, you can point people in the right direction if they have questions about complex legal matters.
Think Of Your Own Creative Lead Magnet Ideas
When it comes to lead generation, the possibilities aren’t only limited to this list!
You know your audience the best, so you might have your own ideas for how to engage with them and what content they might be interested in.
Don’t hesitate to think outside the box to come up with your own lead magnet ideas.
Lead magnets can be an effective tool for increasing engagement, growing your audience, and attracting new leads. Law firm marketing doesn’t have to be boring.
Try to think of new ways to reach your audience and get them excited to work with you.
More resources:
Featured Image: Andrey_Popov/Shutterstock
-
SOCIAL5 days ago
Musk regrets controversial post but won’t bow to advertiser ‘blackmail’
-
SEO6 days ago
SEO Salary Survey 2023 [Industry Research]
-
MARKETING6 days ago
Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai
-
SEO5 days ago
A Year Of AI Developments From OpenAI
-
SEO3 days ago
GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays
-
PPC6 days ago
5 Quick Tips to Increase Referral Traffic
-
SEARCHENGINES7 days ago
Most SEOs Believe Google’s November Core & Reviews Updates Will Complete In December
-
PPC7 days ago
Facebook Ads Benchmarks for 2024: NEW Data + Insights for Your Industry
You must be logged in to post a comment Login