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Big City Lawyers Get Google Places Advantage

Google Places (formerly Google Local) has become a vital part of the search engine optimization process for attorneys. With its emphasis on regional searches, Google Places is a must for law firms.

Last year, Google merged Google Places with its search engine rankings, making the search engine optimization of a website work together with the Google Places profile to determine the website’s ranking. While that helped many law firms, it hurt suburban attorneys.

When a user types in a term like “Tampa divorce lawyer”, all of the Google Places rankings that appear are law firms in Tampa, Florida. This seems logical. However, just 10 miles east of downtown Tampa is the suburb of Brandon. Many law firms in Brandon optimized for keyphrases related to “Tampa” but their Brandon, Florida address now puts them at a disadvantage.

This is true everywhere. From Cambridge, Massachusetts to Bellevue, Washington, law firms in cities surrounding major metropolitan areas (more…)

Tracking the Success of Your Legal Marketing

When your law firm places an ad in a newspaper, buys radio time, or plays a commercial on television, do you really know how the audience reacted? The network may tell you the primetime slot has 30,000 local viewers. Of those, how many mute commercials? How many of those “viewers” recorded the time slot to a DVR, where the person will simply fast-forward through the commercials when watching the episode? How many listeners heard the radio commercial at the very moments your law firm’s ad was played?

You do not really know. Networks provide statistics, but they are very general. The newspaper can give you circulation, but they cannot track how long someone stared at your ad or how many of their subscribers opened up to the page that had your advertisement.

The web is very different, if you have the right tools in place. Unlike television, radio, phonebooks, print, and outdoor advertisement, (more…)

Designing a Legal Marketing Plan that Works

While many people have good ideas, the difference between success and failure often lies with the execution of those ideas. Law firm marketing is not different.

Many attorneys come to us because their existing website is not found in search engines and/or not generating any traffic. This, of course, is a common problem that we are more than capable of dealing with.

The other issue is not as uncommon as one might think… legal websites that are ranked high in search engines but are not converting traffic to cases. For that, you have to think design.

Two elements make up a successful online marketing campaign: traffic and conversion. Web traffic takes the longest to achieve since the search engine optimization process is progressive and can take a little time. But once someone is on your site, you have to convert them or else they are just one more number on your daily website statistics.

Conversion (more…)

Lawyers Should Balance Credentials with Solutions

The content of a law firm’s website is one of the elements that determines both search engine ranking and visitor conversion. When working on your content, you need to strike a balance between you and your firm’s successes and credentials and the solutions the visitor went to your website to find.

As a rule of thumb, we always recommend solutions first, credentials second. When someone is looking for a bankruptcy attorney, divorce lawyer, personal injury lawyer, etc, they have a problem. If you immediately introduce yourself, starting talking about your history and where you are from, you are going to turn off the visitor.

Think of your visitors as people in an audience asking a question. Then, use your website to provide answers to those questions. You may want to include some frequently asked questions on the home page that link to longer pages with more details. If a visitor is impressed with (more…)