e8. Luciano Oliveira, Founder of Jurisoffice.com – How Lawyers Can Get the Most Out of Legal Directories

August 12, 2020
By: Matthew Laurin

Luciano Oliveira is the Founder of JurisOffice, a directory of attorneys and law firms. Luciano has been in the legal field for more than a decade and practices commercial litigation, business law, personal injury, cross-border transactions, and conflict of laws.

 
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Here’s a glimpse of what you’ll learn:

  • Who is Luciano Oliveira?
  • What does JurisOffice do for lawyers?
  • Luciano shares why he started JurisOffice.
  • How to market your new practice online.

In this episode…

Marketing is not a skill that comes naturally to many people, so it’s no surprise that many attorneys looking to start their solo practice may not have clarity about where to begin online. But Luciano Oliveira, the Founder of JurisOffice, says to start with free tools and a marketing budget. So, what are the tools and how should you spend your budget?

Listen to this episode of the Esq.Marketing Podcast with Matthew Laurin to learn more about how to market your solo practice online. In this week’s conversation, you’ll hear from Luciano Oliveira, the Founder of JurisOffice, about why he decided to help attorneys through JurisOffice, how the platform works, how to market your practice online, and more.

Resources Mentioned in this episode

Sponsor for this episode…

This episode is brought to you by Esq Marketing, your firm’s strategic search marketing partner. Esq Marketing helps law firms generate more clients and cases using search marketing and helping them land on the first page on Google so that clients can find you right away. We help companies ranging from those with 10 or less members to those with over 50 in their team, essentially creating a marketing department for them to help them reach potential clients with ease.

 

Episode Transcript

Prologue

You’re listening to The Esq.Marketing Podcast hosted by Matthew Laurin, President of Esq.Marketing, where he features successful solo and SMB law firms from all over the United States. Now, let’s get started with the show.

Matthew Laurin

Hey, I’m Matthew Laurin, President of Esq.Marketing and you’re listening to the Esq.Marketing Podcast where I feature successful solo and SMB law firms from all over the United States. This episode is brought to you by Esq.Marketing. We help law firms generate more clients in cases using search engine optimization. And speaking of successful law firms and lawyers in the legal profession today I have the pleasure of speaking with Luciano Oliveira. Luciano has been in the legal field for more than a decade and he is the Founder of jurisoffice.com which is a law firm directory for attorneys. Luciano Welcome to the show.

Luciano Oliveira

Thank you, Matthew. Thank you for the opportunity.

Matthew Laurin

Yeah no problem no problem. It’s cool to have professionals besides just attorneys on the show and you’re unique because you have the legal directory, which a lot of attorneys can get a lot of benefit out of for marketing their law firm. So super cool to have you. Thank you. Um, so can you tell me a little bit more about what JurisOffice is all about?

Luciano Oliveira

Yes, and just as a compliment, I myself am also an attorney. Right. So I’m gonna attorney license in Texas. I’m also an attorney from Brazil. And the idea that you get JurisOffice in the market was because I I saw that most often the directories were kind of more business oriented than actually attorney oriented. And I said, I wish they were better. So you set off just uh, you know, keep wishing I came up with the idea for JurisOffice and JurisOffice. So it’s done by, you know, a lawyer for lawyers and that could be the first differentiation. And when you have like venture capital when you have like, most of the directories such as Super Lawyers, and novel and so on, like, they’re really, you know, thinking about getting the most out of their, you know, subscribers and that’s not the idea that we have, or JurisOffice so JurisOffice has, you know, even like free packages, if you are a solo attorney. If you have, you know, just a couple of years of branches, you maybe you cannot afford, like the most expensive directories and JurisOffice has even like a free version for solo attorneys. There are premium plans, but the premium plans are also affordable like for a solo journey, if you want to have the premium plan which is going to give you a more you No exposure, we charge only 29.99. Okay, and for law firms, there are also offices for law firms, they go to 49.99. So you know, DC is really affordable. So that would be another plus for our directory. We also provide our over subscribers we do follow links.

Matthew Laurin

Very important.

Luciano Oliveira

Yes. He helps with the search engine optimization a lot. We understand that like, attorneys need one to promote their websites, they want their websites to show up on the first pages of Google. So in addition to have like a stream of prospective clients coming from our directory, and our subscribers, they do get it a lot and actually even us like sometimes we have a prospective clients, you know, seeing these things Can you help me with these specific keys? And then we go, we tell the Lisa, we’re not like an attorney like we are a directory. So yeah, these keys we gonna, you know, tell the Lisa, there are such attorneys who are our subscribers in your area. So you can, you know, contact them directly. And in addition to dad’s dead, our subscribers websites are also going to show up higher on Google because they’re getting the links that do follow links from our directory. So that’s just a quick overview about it. You know, JurisOffice, Matthew.

Matthew Laurin

Yeah, that’s awesome. That’s awesome. I like two things that you said there. One, the first thing is the, the affordability of it and the accessibility of it compared to some of the more leading directories like like Avvo and Justia, FindLaw, and some of those other ones, which, you know, I think those are good ones, but there’s really, you don’t see a lot of variety in terms of like really decent directories, that can give you some value to aren’t like outrageously expensive. So that’s really cool for solo law firms who are just kind of getting their feet wet and they, they want to do some marketing, they want to get some exposure online, but you know, there’s not always an affordable option, like you mentioned. And then the other thing was about the the thought leadership how you refer, you know, so someone may be looking for an attorney and think JurisOffice is a place that could help them when in fact, you’re the directory and not the law firm itself. And it gives attorneys a chance to to display some thought leadership, right, like if they have a profile on the site. You know, maybe either you can refer them to those attorneys or or they could answer questions on the on the platform. I know some other directories have that functionality. I’m not sure if yours will, but being able to email people or respond to their questions in some way if they come to JurisOffice first and then you guys know a better professional that they could connect with.

Luciano Oliveira

Yes, that’s a great idea. We are actually incorporating that as a feature. Right now. We are kind of doing You formally because like I said, you know, prospective clients, they do contact us. And of course, we bring up, you know, send this business to our subscribers, but we are incorporating such a feature where, you know, our prospective clients can come to the website, ask a question about their specific needs, and then our subscribers would naturally, you know, answer the question and hopefully you get the basis from this perspective.

Matthew Laurin

Yeah, that’s a great lead generator. So, Luciano, you kind of already answered this, but take me back to the beginning, when, when did you decide or what made you decide that you wanted to build this law firm directory?

Luciano Oliveira

Sure. He was back in in 2017. And I was basically setting up you know, my profile as an attorney, and I realized that like, they were, you know, these companies to these, a major, you know, directors, they were kind of, you know, asking too much. I understand that like law is I use a shield where you know attorneys they make you know some decent amount of money. So I kind of understand the price tag. But again like I said, this is not true for every attorney like there are attorneys who are not making that much money just raising money of course. Yeah immigration attorneys. There are attorneys who work with like you know, a social justice causes and they don’t know how to make a lot of money so 

Matthew Laurin

yeah, there’s a spectrum right I want to and there’s there’s a lot of money in the other end there’s there’s those that aren’t for sure. 

Luciano Oliveira

Exactly. And and there are so many attorneys you know, for a directory for a directory business to be profitable and actually make some decent amount of money. We don’t need to charge you like the in the in the hundreds of dollars, a range. I said, Listen, we have like a couple of thousand subscribers, you know, ping like that. to any bug someone, there would be some decent money and we can keep like a portion of this money as our profits. And we can see you improve, you know, the directory keep developing and we can deliver a lot of value to our subscribers. So that wasn’t me driver and I also have like a technology background. I work in, you know, like in the press as a consultant for KPMG. So, you know, this kind of technology business background was also, you know, pushing me to offer something, you know, technology oriented to the lawyers. And another thing jurists offices, not only for us attorneys is also for attorneys abroad. So that that’s another thing that comes probably from my background like I myself, I am an attorney, both in Brazil, and in Texas, right. So I have this kind of understanding that law that the legal profession He’s kind of global, particularly know if the globalization, there are many cross border cross border cases, you know, clients and not only business like you have companies doing business internationally, but you also have, you know, people with matters that are crossing borders. Just to give you an example, you’ll have like, you know, marriage and divorce cases with persons and even in different countries. So in order for a case like that to be done or to be taken care, you need an attorney with, you know, capacity of New York capacity in both countries. So that’s another differentiating show for a JurisOffice, because we give you an option to appear like multiple countries or you could even, you know, be showing your profile in different languages as well.

Matthew Laurin

Very cool, very cool, and it’s neat that you were able to kind of marry your your your passion Have law and technology and kind of build this thing and come out with it for attorneys who, you know, may not want to, you know, have this enormous price tag for for some, you know, for building their online presence basically. So it’s really cool that you’re able to serve that that market and do it in a way that kind of builds on your passions. A lot of people get to do that.

Luciano Oliveira

Thank you Matthew, A Matthew to draw a question, you know, for you like in terms of directories, as you have like a number of directories and you’re probably going to have new competitors in the near future. What would be your recommendation for a directory like ours? You know, which is like kind of, in the, you know, in the more beginning stage, what would you recommend for us to grow in terms of size in members and to be able to eventually compete with larger directories and More submissions.

Matthew Laurin

Yeah, that’s a great question. Um, I would say you know, the thing that strikes me right now after what you’ve described to me is just focusing on providing value for for the subscribers that you bring on board and how best Can you help them grow their businesses and I think once you start to establish that reputation, the word of mouth will start to build and you know other other marketing websites you know, like our own and other industry professionals will begin to say hey, this is a directory where people are getting a lot of value and and share it with their friends, but attorneys will share it with their colleagues and and other people in the industry and I think when you focus on the on the on the customer first and and your subscribers and you just focus on making a really great place for them to develop their online presence and build their practice and generate leads. I think the rest of that will come You know, you’ll start to you’ll start to see the the effect of that and Start to compete with some of the more well established directories out there. And then, you know, obviously promotion and marketing will come into play. But, you know, building that core reputation I think is really important.

Luciano Oliveira

I appreciate your recommendation and it makes sense because we cannot just compete based on cash flow. Yeah, worry, cash because like the larger directories, they really have a lot of cash word. But that’s not our, our, you know, our philosophy or philosophy is actually to deliver value. So, thank you for sharing sounds like we are on track.

Matthew Laurin

Yeah. And I feel like sometimes it’s, you’re in a better position competitive wise, to a larger business because, you know, you can offer that personal service and I think that’s something that larger organizations really struggle with once they grow too large. And you see that all the time with in any any kind of vertical, you know, once a business gets to a certain size, they kind of lose touch with being able to provide personalized service or high quality service to their clients. And I think you got that going for you right now.

Luciano Oliveira

Got it makes sense.

Matthew Laurin

Um, so, one final question that I have is what? What’s one piece of marketing advice that you’d give to, you know, new attorneys who are just starting their their private practice and wanting to market themselves in some way online? What kind of advice would you give to them? 

Luciano Oliveira

Oh, yeah, that’s a great question. One thing for new attorneys that I think it’s very difficult is like to have some budget for marketing. So I would say, you know, use social media as much as you can. Social media is three when it comes for you. So I would, you know, spent as much time on social media as possible and of course, like in a business related matter, right. You could be writing your opinion about you know, legal topics You know, thinking there are other, you know, platforms or even Facebook, I mean, you’re not providing advisory, you know, like you shouldn’t be providing advisory for free, but, you know, like, share your take on certain issues. And it’s not uncommon for, you know, new attorneys to acquire clients that we, because they get exposure, people know that you are journey. Maybe someone from your past, you know, learns about your practice, and they could hire, you know, basically to a post that you just did on LinkedIn or Facebook. Another thing is to really try to spend some money on the directories, the directories, they do work, and particularly the most affordable ones. There’s some free ones available right and later on, you can spend more money on the most expensive ones, but you get your name on the directories is Going Green, a lot of you know, is going to really help your own profile to appear when people are searching for you. If you’re not doing any force, like if you’re not on social media, if you don’t, if you’re if you don’t have your name into directories, when people try to find an attorney in your area, then you’re going to find you’re going to find someone else. And it could be a case of worth, I don’t know. $10,000. So, the first sight particularly for new solo attorneys, you know, what you’re spending money on marketing may sound like concert intuitive, but it’s not the keys. I mean, they should really, you know, try to have some budget, even if it’s not that much, but you spend on marketing, you know, to kind of jumpstart their careers.

Matthew Laurin

Yeah, that’s great advice. And I like what you said there about spending time on social media and and engaging and, and talking with people I know I’ve seen attorneys be really successful at you know, picking a platform where they know their audiences president like Facebook, LinkedIn, like you said, or even any kind of legal forum where they know, consumers are looking for legal advice and just putting helpful advice out there or responding to questions or just trying to be helpful in some way. Obviously not giving legal advice. But, but But yeah, just answering questions as best as possible. And that kind of authority or thought leadership pays off in the future because you not only get exposure on those different websites, but people remember that, you know, they see the logo of your law firm or they see the the attorney name and like, I remember that guy, he helped me answer that question that one time or things like that. So yeah, that’s great advice. 

Luciano Oliveira

Absolutely. We are in New Times like to, you know, like 10 years ago, you would need to buy ads, you know, traditional ads, like all doors, we would need to like your name on the bus, right? You would need the Yellow Pages, you know, These are very expensive, like, you know, marketing strategies. And today, they don’t work as well as they work in like 10 years ago. So it’s actually, you know, like for new attorneys, you know, new solo attorneys like if they do their work in terms of marketing themselves, using social media, you know, directories, keeping themselves easy, like if you’re not handling a case, what else are you going to be doing? yourself, right? If you’re having any downtime in your hands use, you know, to market your services. So I think that today is maybe even easier to start a career as a solo attorney that he was like 10 or 20 years ago.

Matthew Laurin

Yeah, the barriers to entry are definitely lower. We’ve been talking to Luciano Oliveira, Founder of JurisOffice.com Luciano, where can people go to learn a little bit more about the directory?

Luciano Oliveira

Well, if you’re ready to get your name in our directory reach is not a bad idea. I mean it’s fried, right? It doesn’t, it doesn’t get much better than that. So you can just go you know, on the top of our page the reason add your practice Okay, to the top right of our website, you just go over there and then you’re going to find a free rifle shooter you’re a new solo attorney and you see that this is a expansion that’s going to the end of the month and you just click on the sign up now and you can get your profile you in our website

Matthew Laurin

Yeah, I got a pulled up right here. Can you see this? I got I got the site and this is the page you’re looking for. You can just click this sign up now button here and

Luciano Oliveira

yeah, get get yourself in our directory. Once you see the results. You can migrate, you know, to a paid plan. If you also need some tips. I’m really happy you know, to answer your questions. We have a team of course, we have other people in our staff, but I myself really liked This idea of helping you know new lawyers. So if you have any specific questions about our directory or some tips on how to get started, we for marketing, you can send an email to, you know, info at JurisOffice.com. You can send it to my name, you can see attention to Luciano Oliveira and we can engage in a conversation, just like you said in Matthew, like we are, you know, like a smaller company. So, and I’m really happy and I feel fortunate to engage in a conversation with our members.

Matthew Laurin

Awesome. That’s so cool. Thanks for showing people the site and I appreciate you being on the show today.

Luciano Oliveira

There wasn’t an opportunity for us. Thank you very much, Matthew.

Conclusion 

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