Large legal marketing firms lack agility in a changing industry. You need an online marketing firm that can change or add to their SEO strategy within a couple weeks when something changes in Google’s algorithm.
Every week (with the exception of a few federal holidays) we talk about various ways that lawyers can help their law firms grow using online marketing techniques. This week, we are going to talk about the way you think about law firm marketing.
Lawyers all across the country keep our phone lines active every day. From small firms in rural areas to multi-location firms across several major metro areas, we get calls that range from basic questions to some that require a little extra research. When we talk about what it takes to get on the first page of Google, some firms do not have the time to put in a lot of effort. To get to a page one ranking requires a continuous stream of press releases, an active blog, a large information centered website, and a design that is built around conversion. Sometimes we get a response from firms (more…)
When looking for a marketing partner for your law firm, you probably come across half a dozen firms that say they specialize in law firm marketing. From giant publishing companies that dabble in web marketing in an attempt to stay relevant to directory based solutions offered by conglomerates, should we mention these firms by name you are sure to recognize them.
We have acquired quite a few clients from these institutions over the years. While a few may have had a customer service issue or a problem with their account manager, that was rarely the cause for moving to a new marketing company. The main reason law firms jump from big marketing companies is because they realize that the market changes daily, and the big companies’ size prohibits them from evolving fast.
You need an online marketing firm that can change or add to their SEO strategy within a couple weeks when something (more…)
Ten years ago, some forward-thinking companies began embracing mobile website application. They developed small text, limited design layouts to make their websites accessible on the newly available Internet-enabled mobile phones.
However, these applications were unattractive, hardly functional, and navigating a website on a traditional cellular phone was awkward at best.
Now that smartphones are becoming commonplace and are able to render websites with the same standards as mainstream browsers like Mozilla Firefox and Google Chrome, your law firm should embrace what is sure to take over the legal marketing industry – a mobile website.
Even though your website is going to look the same on an Android or iPhone as it does on your computer, it will not be easy to navigate. Websites are designed to be wide, use large graphics, have at least two columns, and assume that the end user has a mouse. When you cram in a drop-down menu, (more…)
Whenever you look for solutions, some online law firm marketing company is saying that they have a comprehensive marketing plan. A complete solution. A one-stop-shop formula for success. You get the point. In fact, you may be working with one of these companies right now. But what is comprehensive?
For starters, a website is not comprehensive. Your law firm’s website is the starting point of your marketing strategy. A very important one, but just the beginning.
From Design to Doing
The design of your law firm’s website can positively or negatively effect your conversion rate. How you present your firm, the simplicity of which someone can contact you from your website, and the way your images and graphics touch your prospective clients all work together to make an effective website. So a first class website built to impress and convert should certainly be a part of a comprehensive strategy.
Once a website is (more…)
Videos have become a strong part of the online law firm marketing strategy. They are helpful to your website visitors, and also provide valuable links back to your firm’s website. But what you film and how you play it can determine the success of your videos.
What to Film
Information sells. You want web content that is informative and answers some basic questions that your potential clients may have. You want your videos to do the same. A video should never be more than two minutes, and should always provide answers to the common questions. For example, if you are a bankruptcy attorney, you should briefly explain the various bankruptcy options and who they are for. Divorce attorneys can give a brief outline of how a contested and non-contested divorce will proceed.
If you have multiple attorneys in your firm, have each one talk about whatever they primarily practice. The videos will show that (more…)
Search engine placement is a vital part of your online law firm marketing campaign. If potential clients cannot find you, it makes it difficult for them to contact your firm.
However, once you are getting visitors to your website, it is time to focus on conversion.
Conversion simply means converting a visitor (a stranger) to someone that contacts your firm via a form, or calls to set up a consultation. Here are a few tips to improve your website’s conversion rate.
1) Top Right Textual Phone Number – People tend to look at the top right of a website for contact information. Place your law firm’s phone number at the top right of every page on your website and make sure it is not concealed in an image. With many visitors searching for lawyers with their smart phones, you have an added advantage by keeping your phone number plain text. Most Android devices and (more…)
Lawyers frequently tell us that they don’t want a big website, they just want something small and well ranked in the search engines. However, Google prefers something different.
Websites are ranked based on Google’s analysis of their credibility. Google’s algorithm is designed to detect elements that users want to see so that, theoretically, if Google likes the website, users will too. With the addition of Google +1 and the company’s demand for unique content, it would seem that they are not thinking small.
When planning out your website, you should try to think of some innovative ways to get as much content as possible on the website. Just throwing a handful of predictable articles and practice areas online will simply not do. You need useful content. You need content that your audience will appreciate so much that they will hit that +1 button on your website, or Tweet about it, or plug it (more…)
Far too often, law firms focus entirely on their websites with the marketing strategy being an afterthought. For the best performance, you should lay out your online law firm marketing plan before creating a plan for your website.
Any online legal marketing strategy comes down to getting traffic to your website and phone calls to your firm. Not just any visitor will do – you need qualified traffic. While your search engine placement may come to mind, the visitors to your new website will come from various sources, Google being one of many.
Think of Google as three different traffic sources. First, you have traffic from Google’s traditional search results. This is what generally comes to mind when one thinks of search engine optimization. Second, traffic will come from Google Places. These are listed associated with the map and oftentimes are displayed along with your natural ranking. Your Google Places ranking will help (more…)
Since February, Google has been releasing a series of updates to their search engine ranking system (they are not calling the updates an algorithm change) that has affected numerous websites. The updates are called “Google Panda”. A couple of weeks ago, they released Google Panda 2, and last week they released what is being called Google Panda 2.2. Law firms’ websites are experiencing a negative impact due to this update.
The update targets content farms and websites with heavy amounts of duplicate pages. The most noticeably affected websites were eHow and Wikihow – basically websites that publish content that has been previously published elsewhere.
On Friday, June 24, we released a press release endorsing the new changes and pointing out that our clients were not affected by the update. However, we are making changes to our marketing plans to make sure our clients continue to not face negative consequences for any future changes. (more…)