Disclosure: Daniel Kim Law is not a client of Injury Gap, nor are we acquainted. Mr. Kim was not contacted for this post. If you would like an honest analysis of your online presence to be included in our ongoing blog series, please contact us. If you would like a private review and digital ads management services, please become a client.
And according to Google, there are about 3,146,000 people living in Orange County, CA.
Next stop is census.gov to take a look at a few high level demographics of Orange County:
As in other posts, I won't get into the merits of racial diversity or cultural issues we face when diversity exists or does not. I will contend, however, that race is a dominant narrative in our culture and as a marketer to the general public, you've got to be aware of the makeup of your market and make adjustments if you want people to hire you.
So, what we have to deal with in Orange County is a massive population comprised of 3 major race classifications. Should be fun.
Instead of starting with Avvo, as I did in the past couple posts, I wanted to take a look at Yelp and see what it looks like.
Daniel Kim is the main Yelp advertiser
Yelp has 154 pages of PI lawyers listed in Orange County and The Daniel Kim Law Firm stands out prominently. Here's his listing with some great features highlighted above the fold:
Given the prominence of the profile, there are some major differentiating factors that I'd add to the profile somehow - perhaps in the photos? For example (I found these facts buried on his About page):
Google Map Results
Doing a long tail Google search for "korean language injury lawyer in orange county ca" yields a few really lame and untargeted ads at the top and this map, where nothing stands out:
I mean - look at those listings! There's no link for "More Places" - Google can barely scrape these three together, and these listings are really bad. Kring & Chung are "General Practice," Sonny Koo has no reviews and closes at 5pm, and JML Law has bad reviews and closes at 5pm. Lame.
Mr. Kim should be resolving in a search like this. Frankly, I'm reasonably shocked that I couldn't find his site with this specific search.
Where is Mr. Kim in Google?
When I typed in the site he has listed on Yelp - dkimlaw.com - it temporarily failed to redirect, and then resolved to usaccidentlawyer.com. So, something is goofy there, and that's the first red flag.
I went to my trusty Ahrefs account and found this:
What this looks like to me is that Mr. Kim decided to "upgrade" his old domain at dkimlaw.com to the much more generic usaccidentlawyer.com, and did it just recently.
This kind of thing can work, but it's ridiculously risky. Who knows what kind of reputation usaccidentlawyer.com had? Sexy, vanity domains like his new one acquire baggage over time. I would never recommend setting a permanent redirect like this. At best, build a new site behind the new domain, maintain both of them, and slowly migrate to the new one.
Here's the front page of his site:
The site looks dated, has a weird looking slider with stock images, and generic text. There's only one entry on his blog, and it's disjointed. The content is super shallow.
There's an issue with his office locations as well. As background, I see, on a highly regular basis, attorneys who advertise multiple locations. Oftentimes, these are executive suites or just a pay-per-use conference room. In addition to being an SEO technique, the strategy can make sense because it is usually well worth the time to travel to meet clients closer to their location. In Mr. Kim's case, I'm inclined to recommend transparency about the strategy and instead of advertising 10 locations in flashy high rise buildings, offer to meet clients at any one of these 10 locations as needed.
In all, the website is in need of a revamp and serious overhaul to compete in a major market like Orange County - esp. if he wants to get be found in Google.
What about Facebook?
Sadly, Mr. Kim apparently abandoned the Facebook page a couple years ago. The only freshness is a very negative review from May 2017. Dang.
Social platforms are an amazing way to show people that you really do care and convey a sense of engagement. Mr Ehline from Los Angeles gives a perfect example on Yelp of how engagement works, and I encourage Mr. Kim to respond similarly in Facebook:
Perhaps Mr. Kim's Yelp profile and offline efforts I can't see are generating plenty of cases. Or perhaps he's running display ads or native ads somewhere than are hard to detect. I would definitely be expanding my foundation to diversify from Yelp, if that truly is the only online platform referring leads because the internet is fickle, and platforms come and go.
Competitive Response Ideas:
Here are a few takeaways: