Avvo Review – Week 2 Results

By now I’ve finished up two full weeks of the Avvo Advertising experience. Let’s see how we did.

Week 2 Stats

Total impressions – 472 (+222 impressions over previous week)

Total leads – 5 (0% increase)

So, no new leads. What gives?

If I got 5 “leads” from 250 impressions (2% rate) in week 1, shouldn’t I get 4 or so leads from 222 more impressions this last week?

Circling back, I see that 4 of my 5 “leads” in Week 1 came from 1 person visiting my website multiple times… so maybe it was really only 2 leads.

But, I had a decent prospective client reach out last week, so that still counts for something. If at the end of the day I just get 1 decent prospective client each month with a $100 budget, I’d call that a win.

Working on My Profile

Earlier this week, an account manager called me to help me optimize my Avvo profile. My notes from the call:

  • Add an introduction about what you do
  • Attorney endorsements are worth roughly .1 point to your Avvo rating (but there’s a cap)
  • Memberships, positions, awards, and publications can raise your rating
  • The two most important things for your profile overall are client ratings and peer endorsements
  • Even though client ratings don’t boost your Avvo rating, there is a positive correlation with more positive client ratings and more leads

After the call I boosted my rating by .3 to a new total of 8.5!

To achieve this, I added a bunch of publications, speaking engagements, and an award to my bio that I previously hadn’t listed.

I’m still looking to get peer and client endorsements, so that should boost me up a little bit more.

This conversation with the account rep was helpful because afterwards I took a step back to evaluate my profile and examine it in the broader landscape of Avvo.

Some Thoughts on Competing on Avvo and “Avvo SEO”

If you use or browse Avvo, you’re aware that a lot of lawyers have a perfect 10 rating. If I’m a prospective client, I would only want to speak with 10-rated lawyers. An 8.5? Definitely not.

The challenge is that lawyers are competing with each other on Avvo to get new business. It’s fascinating to me because Avvo has its own search engine structure, where, if you play by Avvo’s rules and its ranking algorithm, you get a better ranking, and likely better visibility. Or, you can just pay for traffic. Just like Google. But, upon further reflection, to some extent it seems that Avvo is looking to replace Google.

Yes, Google still shows search results for people looking for a lawyer. But, directories like Avvo and Findlaw have taken the coveted top spots for many lawyer-related search engine queries, forcing lawyers looking beyond Google SEO and now add Avvo SEO to their repertoire to get better search visibility and ultimately more business.

And to get traffic on this search engine, you have to have a good rating.

Next week, let’s see how much I’ve made it rain due to my profile tweaks.

Andrew Cabasso
About the Author: Andrew Cabasso
Andrew Cabasso is an attorney and co-founder of JurisPage, an online marketing agency for law firms, now part of Uptime Legal. Andrew has given many lectures and CLEs on website design and Internet marketing to legal professionals. He is the author of Search Engine Optimization for Lawyers and The Complete Guide to Attorney PPC. Follow Andrew on LinkedIn, Google+, or Twitter.

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