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Use design for inspiration not duplication

Great web design is many things, but above all it is functional. One of the first lessons new designers learn after they have left the cocoon of the classroom is that no matter how pretty their work may be, clients are only happy if it accomplishes certain objectives. In terms of law firm website design, this means turning visitors into prospects and prospects into clients. Attorney websites must convert.

Because of the need to communicate specific types of information to visitors, lawyer websites can be formulaic. Lawyers who respect the work of their colleagues – and rightfully so – may find it easy to look to other attorney websites for inspiration. While it is helpful to divine ideas by studying what others have done well, it is poor strategy (and bad ethics) to attempt to copy too closely.

When we start a new website project, we ask clients these questions, among others, (more…)

Should your firm utilize online chat or live support?

If you are online frequently, searching for service providers or looking for answers to questions you have about products, chances are you have encountered – and perhaps used – live support. It can be handy to have someone available to answer a quick question with minimal effort on your part.

The goal of live support is to initiate contact before a visitor clicks away from your site. The chat enables a user to submit a question easily and anonymously without asking them to commit to filling out a form or making a phone call. Ideally, the representative chatting with a prospect will be able to glean some contact information by answering a few questions and making them feel comfortable with you firm’s ability to help.

To incorporate a live chat feature, most services will ask you to insert a small snipped of code on your website. The chat can be (more…)

Google’s Newest Target is Your Law Firm’s Domain Name

Recently, Google announced another algorithm change in their efforts to stop web spam. The newest change has nothing to do with your links and little to do with content. This time, Google is targeting your law firm’s domain name.

The goal with the newest change is to target low-quality “exact match” domain names. For most law firms, this change may actually help their rankings.

Over the past decade, spammers in all industries (not just law) have been picking up domain names that are packed with keywords. A personal injury lawyer in Boston may spend thousands of dollars to snag bostonpersonalinjurylawyer.com. A business attorney may create a hyphenated domain name of Dallas-business-lawyer dot some extension.

If a law firm provides the same care and attention to their keyword-rich domain as they would a domain based on the firms’ name, this algorithm change shouldn’t penalize them. The problem is when an exact match domain (more…)

Best Practices for Getting the Most out of Your Twitter Posts – Podcast

Twitter can be hard for attorneys to take seriously, but there is a place for your firm to create a community within your Twitter profile.

Your Firm Can Use Social Media to Build Authority and Valuable Links

Much has been written about using social media to build a community, engage with potential clients and establish expertise. But what about the SEO benefits your firm can gain from a social media marketing strategy?

The potential value of social media activity for a firm’s own SEO efforts is often underrated. The two do not exist in a vacuum – social media, blogging and website optimization must all be part of a comprehensive online marketing strategy.

Content marketing and organic link building have achieved prominence after Google’s two most recent algorithm updates. It is important your firm’s SEO efforts expand accordingly.

Probably the most discussed (and rehashed and discussed again) changes in Google’s release of Penguin are those that make regularly updated and unique content very important. Content is king. (Really, it always has been – only now everyone is talking about it.) But search engines have also incorporated changes that (more…)

Is your firm getting the most out of its Facebook posts?

Facebook has been taking steps over the past several months that show a growing understanding of how businesses and individuals are using its service for marketing purposes. The site now has areas dedicated to building business pages, resources for businesses, success stories, advertising tips and apps that help companies manage their pages. Law firms are better equipped take advantage of the platform to position themselves as leaders and build useful links that help with their website’s SEO.

An article on forbes.com published a few months ago revealed that marketing professionals do not necessarily understand what social media users want from the businesses they choose follow. While people may tolerate annoying or mundane Facebook posts from their friends, they expect business to offer something useful. Here are some ideas for providing just that:

Consider the marketing value of each post individually. On a macro level, it is important to evaluate whether your firm’s Facebook (more…)

Bring Clients Back to Your Law Firm’s Website with Remarketing

Lawyers spend millions of dollars each year to get their name out to the public and bring in new clients. Some law firms spend hundreds of thousands of dollars each year to drive potential clients to their website. What happens after someone visits the firm’s site, but doesn’t take the next step and call or contact the attorney?

Remarketing is a pay-per-click service that can compliment your natural search engine optimization and offline marketing efforts. By placing a code on your website, you can advertise to your past website visitors in an effort to bring them back to your firm. Here is how it works:

Building a Pool – A pool is a group of visitors who have seen a section of your website. For example, a personal injury lawyer could have a pool for car accidents, one for medical malpractice, and one for workplace injuries. Google provides a code that is placed (more…)

Maximize Your LinkedIn Engagement – Podcast

LinkedIn has steadily been adding useful features, transforming it into a valuable peer-to-peer marketing tool. Find out how.