Mastering Website Lead Generation for Law Firms | Brandon Lulis from Dickinson Wright

Ernesto: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Brandon Lulis from Dickinson Wright, Chief Marketing and Business Development Officer with them. How are you doing today, Brandon?

Brandon Lulis: I’m doing great. Happy to be here.

Ernesto: It’s great to have you on today’s episode. Let’s kick it off so our listeners can know what Dickinson Wright is all about. In your own words, can you tell us a little bit more?

Brandon: Yeah. Dickinson Wright is a full-service law firm. We have over 20 offices and over 500 attorneys. Our real focus is on providing the highest quality of work for all of our clients in a cross-selling environment. The importance of marketing is in allowing our clients to really feel comfort knowing that they are a top priority.

Ernesto: That’s extremely important. Love to hear that from you guys. So our listeners can get a good understanding of Dickinson Wright, what would you say are the key problems or cases that you like to solve there?

Brandon: Well, obviously, the key cases and things we like to solve are ones that we know about. We pride ourselves in understanding our clients’ industries and their businesses. We try to keep them out of problems, keep them clear of problems, and be on the front end of knowing exactly their needs.

Ernesto: Definitely. Okay, perfect. Is there a certain type of industry or segment you guys focus on? I see you handle banking and finance, business succession, corporate immigration, political law, and many more. Is there an ideal ICP client for you guys?

Brandon: Being a full-service law firm, we touch on a number of industries and practices. We have very strong practices in real estate, corporate, automotive, banking, international, and up-and-coming practices like cannabis law. If we were to say which particular industries and companies we excel in, I would say all of them.

Ernesto: Awesome to hear that. How would some of these industries find Dickinson Wright? Is there a top client acquisition channel for you guys?

Brandon: In terms of top client channels, it’s really about building off of word of mouth. Word of mouth only goes so far, so we need to have communication channels like our website and social media. We’ve focused on conveying our message through these channels, ensuring we provide the information clients are looking for.

Ernesto: Definitely. For our listeners who are tuned in, they can check you out at dickinsonwright.com. What role does the website play in client acquisition?

Brandon: It plays a very important role. Clients might not know the firm but know the attorney, or vice versa. In our industry, a law firm website is vital. Clients or potential clients come to the website looking for a particular practice area and get an idea of what we do. It helps build a relationship for the lifetime of that client’s business or the cycle of all their matters.

Ernesto: Great. Thank you for sharing that. Is there any tool, tip, or method you would recommend to our listeners for website lead generation?

Brandon: One important thing is refreshing the content on your website. Ensure your content is current, as it shows a level of understanding and professionalism that clients look for. It’s a lot of work but worth it to keep everything up to date.

Ernesto: Great advice. Let’s switch gears and talk about you as a leader. As Chief Marketing and Business Development Officer at Dickinson Wright, what are some tasks you focus on in your day-to-day work?

Brandon: The number one task is internal communication channels. With over 20 offices and 500 attorneys, there’s a lot to manage. Ensuring communication channels are fluid and open is crucial. Another priority is making sure tasks are completed in a timely fashion and that the finished product is of a high standard.

Ernesto: Between those tasks, how do you stay up to date with all the marketing strategies and trends? Is there a preferred channel you use?

Brandon: I read a lot of quick-hitting pieces. We use tools like Manzama and get feeds from sources like Law360 and The American Lawyer. My team and I also have weekly meetings to look for new technology and processes to keep things fresh and stay at the forefront of what we do.

Ernesto: Great. Let’s jump into our rapid-fire question round. Are you ready?

Brandon: I’m ready.

Ernesto: First off, what is the last book you read?

Brandon: The last book I read, which I’ve read a couple of times, is “Never Split the Difference” by Christopher Voss. It’s a great book on negotiation.

Ernesto: Awesome. If there were no boundaries in technology, what one thing would you want to have fixed for your role as a marketer today?

Brandon: Making sure that our materials, be it a website or anything we touch, can be updated with a click of a button. It would make any marketer’s role much easier and reduce stress levels.

Ernesto: Definitely. If there’s one repetitive task you could automate, what would that be?

Brandon: Cold calls. We get a ton of cold calls from vendors or people just calling in. Automating that would save a lot of valuable time.

Ernesto: Interesting. Lastly, what is one piece of advice you would give yourself if you were to restart your journey as a marketer today?

Brandon: Hustle every day, no matter what level you’re at. Also, remember that most things we do are fixable. When problems arise or mistakes happen, know that they are fixable. This mindset helps reduce stress and allows you to showcase your talent.

Ernesto: Great advice for everyone. Before we end, if someone forgets everything about the interview today, what’s the one thing they should remember about Dickinson Wright?

Brandon: We are a preeminent law firm that is here to help everyone.

Ernesto: You heard it here. Check them out at dickinsonwright.com, your partner in all services. Brandon, thank you so much for being on with us today. To our listeners, thank you for tuning in. I look forward to our next episode at Pathmonk Presents. Thanks a lot, Brandon.

Brandon: Thank you, Ernesto.