Most people who need a lawyer want to speak with them as soon as possible. They don’t want to spend time filling out a form; today, people want things as instantly as possible. That culture accounts for the high number of smartphones now in use. To add convenience to your site, allow potential clients to tap a phone number and call your firm right away.
User behavior has changed. Many of your visitors are now viewing your website on a mobile device. In 2013, we conducted a study showing that more potential clients call your law firm than use an online contact form. The report provided insight into the ways in which lead generation is changing for law firms.
In our report, you’ll find that calls increased and contact form use decreased in part because of an increase in mobile access to sites. When navigating with a small smartphone screen, a user is (more…)
At the start of each year, we bask in the tons of data compiled from 12 solid months of user behavior collected from all of our websites. January always brings us intriguing new insights into site visitors.
This week, we are considering the number of times a visitor typically visits your website before filling out a contact form.
We reviewed 70,000 leads generated on law firm websites in various practice areas and regions to determine what percentage of web leads come from returning visitors — and how often that visitor goes to your website before sending your firm an email. This report shows only the number of leads coming from web contact forms and does not, therefore, account for phone calls. Our results displayed a range of user behavior with a strong single-visit majority:
- One Visit: A little more than 82% of web leads contacted a law firm the first (more…)
The latest statistics on browser preference have arrived.
According to w3schools.com, Google Chrome has earned the healthiest market share between December 2012 and December 2013. In fact, it has been gaining popularity since 2011, when it ran virtually neck-and-neck with Firefox. Internet Explorer (IE), Safari and Opera are still being used, but Safari and Opera fall well behind the top three — Chrome, Firefox and Internet Explorer.
Chrome was first launched in 2008, so it has come a long way in just five years. Back in 2002, IE led the pack with 83.4 percent usage. Now, the numbers for 2013 show Chrome out in the lead with 55.8 percent usage, and Firefox following with 26.8 percent. Internet Explorer, which now looks like it might vanish entirely, only attracts 9 percent of users (quite a significant drop from 83.4 percent in 2002).
What does this data mean for your law firm? It (more…)
If your law firm is active on Twitter and hoping for retweets, consider: what time of the day do you usually send out your messages? According to The Retweet Report by TrackMaven, you should choose your tweet timing with care. Moreover, it can be just as important to pay attention to the timing of any retweets you receive. (Check the report out here.)
TrackMaven’s report examines nearly 1,500 Twitter accounts with more than 1,000 followers each. TrackMaven’s interest lies in the structure of tweets and in their timing. Their research has shown that Monday through Friday are the most active days overall, and Tuesday, Wednesday and Thursday feature the hottest prime-time opportunities. The busiest hour of the Twitter day is from 12:00 p.m. to 1:00 p.m. (ET), when many users are taking lunch breaks.
But what about retweets? Interestingly enough, retweet rates follow a completely different timeframe and peak on completely (more…)
Google+’s +Post and Facebook’s Boost present the same basic service: both promote social posts, pages and websites on your behalf.
+Post offers paid, Google+ post placement for your firm. These interactive, live ads are meant to be more relevant to users than traditional banner advertisements. The ads themselves do not display on the Google+ network. Instead, they fit into Google’s much wider Display Network and point surfers to your Google+ profile. No matter where a user sees an ad, he or she can click on it and engage with someone about your firm.
Your +Post content is turned into a live, social display ad that runs across the Internet. This format allows users to jump into a live conversation with you by joining a Hangout On Air section. Users also have the option to add a comment, follow your firm or award a +1 — all from within the (more…)
At one time, purchasing paid links was one of the most popular strategies to improve a law firm’s search engine positions. Of course the practice as been banned for several years but it continued as marketers found ways to sell “undetectable” paid links. Google’s algorithm has changed significantly over the last few years and even purchased links that promise anonymous origins fail to deliver.
Google’s Distinguished Engineer Matt Cutts recently spoke out against Anglo Rank, a link-selling network that markets “footprint-free” paid links. According to Anglo Rank, their links leave no traceable footprints because they originate from a variety of private networks.
Anglo Rank has stated that despite negative attention from Google, very few websites in their networks have been hit. But Anglo Rank does not own any of the websites that use their links, so it may be difficult, if not impossible, for the company to really know if (more…)
Brace your law firm for another change from Facebook: paid organic link promotion.
For the last few months, law firms relying on Facebook pages to promote their businesses have been encountering a great deal of difficulty. As they tried to reach end users with unpaid, organic promotion, it became apparent that only a small portion of their posts were actually seen in the news feeds they expected. As such, businesses suspected that Facebook was pushing them toward “sponsored posts” (in which only those who have already “liked” a brand see a post).
At first, Facebook denied the accusations. The site was, the company stated, simply cleaning the system to prevent spam and low-quality content. The reach for businesses should not have been affected.
But in reality, firms had more success with organic marketing before the changes. Readers could see content targeted just for them, not material from marketing pages (more…)
Strings of numbers have long plagued Google+ Pages. Recently, Google+ introduced custom URLs to make advertising your Google+ Page a little easier.
Since offering Pages, Google+ has issued a long string of numbers for the URL. This practice was certainly acceptable for linking to your profile from your website and email footer, but it caused limitations when promoting your Google+ Page offline.
While you could place your Twitter profile on your business card or your Facebook URL in a print advertisement, it would not be effective to share a profile URL such as “https://plus.google.com/118003559483403504374/,” requiring someone to type out the string to reach your Page.
You may be familiar with the custom URLs offered by Facebook. Google+ custom URLs come with slightly different rules.
Number of Fans and Followers — Facebook allows you to choose a custom URL after attracting 25 fans. Google+ only requires 10 followers to qualify for (more…)
Online marketing is valuable to law firms because it reaches out to a large audience of potential new clients. Unlike the world we entered almost nine years ago, today’s online landscape is much bigger than keywords. It goes beyond rankings and trying to impress Google.
People are on social networks. They’re reading news. They’re reading opinions. They’re reading news about others’ opinions. They have emails, they run mobile apps, and they are not going to a single source for anything. Even the most loyal Google Search users may go directly to Yelp when their car breaks down. Rather than searching for a place to eat in a search engine, diners go directly to Opentable.com or Zagat.com.
Earlier this year, we published a report titled, “Social may be trendy but search brings home the leads.” In that report, we showed how Google was delivering the majority of web leads (leads that come (more…)
A number of tools are available to show you how your users interact with your law firm’s website. This data can show you what’s working, but it’s not there to affirm that you are doing things right. The real value of knowing visitors’ behavior is understanding what you can do better.
Heatmaps can show you how your users interact with your content, navigation menu, and interactive elements on your site.
Clickmap – A clickmap will show you how visitors interact with clickable items on your site. For example, do more people click on “practice areas” in a main menu, or are they more inclined to click on a specific practice menu in a sidebar? You can use clickmaps to try different things to see what converts best. For example, one month you may have a button that says “Contact Us.” Another month, you can try something different, like “Contact a lawyer” or “Get (more…)