Attorney websites have come a long way in the past few years. Lawyers are catching on to false marketing prophets and looking beyond cheesy and ineffective SEO tricks. Websites are becoming more helpful, more well-designed and more relevant to people seeking legal help. This is a good thing.
However, it is a big Internet, and there are still too many firms that fall victim to the lawyer website disconnect. To demonstrate this problem, Tech4Law created a law firm website Venn diagram. The illustration was published in 2010, but is still relevant today.
There is a mismatch between what firms are providing and what prospects are looking for. People want to know how you can help them, whether they can afford it (although placing this information on a website is not recommended) and how to contact you, while attorneys tend to focus on factual information about the law and the firm. (more…)
Businesses have been setting up presences on Pinterest and integrating the network into their marketing for some time, but until now the site’s terms have explicitly limited activity on their boards to “personal, non-commercial use.” Because the network was created for individuals, developing a consistent professional presence was not entirely easy. You can, of course, pin your own content and prompt others to pin it as well. While this could prove to be productive, firms wishing to tap into the network’s potential had to sign up, create boards, pin items and follow others as individual attorneys. In order to collaborate with other lawyers or staff at the same firm, someone would have to create a group board and invite others to use it.
Despite the challenge, retail companies and service providers have continued to show increasing interest in utilizing Pinterest for business promotion. Pinterest has certainly been aware of this illicit (more…)
As 2012 is winding down, many law firms are looking to how they will spend next years’ marketing dollars. To get the most out of your marketing budget, some diversification is needed.
The Yellow Pages are obsolete. If you are currently paying for a full or half-page ad, consider downsizing to a quarter-page or eighth. Even demographics once loyal to phone books, such as low-income and senior citizens have shifted to the internet to search for services. If you get a measurable number of leads from your ad, you may not want to eliminate it completely, but reducing your ad space will free up some marketing dollars that you could invest in something more beneficial.
Television and Radio
If you are not already advertising on television, contact your local cable company to review ad rates. Most local markets are very inexpensive, and by targeting less expensive time slots, you can get exposure (more…)
The goal of live support is to initiate contact before a visitor clicks away from your site, but is this type of service best for your area of practice? Find out the pros and cons of online chat or live support on a law firm’s website.
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Keep your audience in mind when writing articles, blog entries and other social content.
Every profession has own language and jargon – a collection of terms that are used predominantly only by those within the industry. Some industries have more (and more obscure) jargon than others, and attorneys are one group of professionals who have acquired a reputation for being some of the worst offenders.
It is easy to succumb to the idea that using big words will make you appear smarter and therefore impress your audience into respecting your expertise. People of every industry fall into this trap, including marketers who continue to throw around maddeningly overused terms like “ROI” and “core competency.” These are often false gurus (another marketing buzzword) who are merely using words that sound impressive to hide a lack of experience or deeper understanding. People who really know what they are doing can explain a concept in (more…)
While most of our clients come to us when it’s time to update their website’s design or rebrand their firm, others decide to go with their local branding firm. It’s not a common occurrence, but when it happens, we work closely with their selected firm to insure that the onsite search engine optimization is in place on their newly designed website.
One particular client was with us for several years; we achieved top three rankings for them statewide for personal injury, auto accident, and tort keywords — clearly positions worth protecting. But early communication with their branding firm presented us with a big red flag when their account manager told us that their content management system was “SEO friendly” because it allowed us to add keywords to a meta tag on each page. That branding firm went on to convince our client that they could handle their entire search engine optimization (more…)
Unique content is not the only thing a law firm needs to worry about with its marketing strategy. Unique words are no longer enough – you now must have unique ideas to survive in the post Pengiun world.
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Some website design projects offer a chance to create a new site entirely from scratch. Perhaps a firm is just starting out with a new url, or maybe it has a relatively young or neglected website that is nowhere to be seen in search engine results. This gives designers and developers the chance to flesh out an information architecture, design and SEO strategy with what is basically a blank slate.
But most redesign projects do not offer that level of freedom. At this point, many firms own urls that are a decade old or more. Many are interested in creating a more modern look for a website that already has some sort of SEO and marketing strategy in place. In these cases, it is important that the process of refreshing a website’s look does not negatively affect the site’s SEO. No one wants to wake up with a great-looking site that (more…)
Responding to its growing popularity and requests from users, the photo sharing service Instagram has announced the arrival of online user profiles. Instagram has always allowed users to share pictures through email, text or across other social networks, but the service has until now not provided a single location on their own network for people to showcase their pictures.
Instagram profiles will be different from those on other social networking sites in that they will remain focused only on pictures produced by mobile devices. Users will not be able to upload pictures or share pictures from across the web. If Instagram sticks to this policy, it will keep the network more niche focused than competitors like Twitter or even their parent company Facebook, where uploaded pictures and memes abound.
Instagram claims that the new profiles will give people, “a simple way to share your photos with more people and to (more…)
It is easy to forget about email with all the buzz about social media, but email is still an effective marketing tool for law firms.
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