If you spend any time with your website’s statistics, you may be familiar with “bounce rate.” The bounce rate represents the number of visitors who access one page on your website and then leave. A high bounce rate means that most people see just one page on your site. A low bounce rate means your visitors visit multiple sub-pages.
For years, search engine optimization specialists have theorized that Google uses data collected by Google Analytics as part of their ranking algorithm. Some believed that a website with a high bounce rate would not rank as well or that a site with a low bounce rate would rank higher.
On average, visitors on law firm websites click on 1.5 pages each. If you don’t have a contact form on every page of the site, you are significantly reducing the likelihood of someone clicking on “contact us.” If your site has a high bounce rate, (more…)
We recently covered design and color schemes for divorce lawyer, personal injury lawyers, and bankruptcy lawyers. This week, we wrap up our two-part series with immigration, criminal defense, employment, and estate planning lawyers.
Whereas many areas of the law should project a compassionate image, immigration lawyers can be less fluffy and more inspiring. A design that instills hope will best communicate with their target market. It would be completely inappropriate to stand in a dark room, looking tough, arms crossed, and holding a gavel. That would not communicate with hopeful citizens. You should inspire hope with your design while instilling confidence with credentials. A “land of opportunity” theme is a better choice than a “tough angry lawyer” theme.
Criminal defense attorneys have it a little easier. Depending on their target client base (white collar, DUI, domestic violence, sex crimes, etc), the style they should approach can vary. A white collar criminal (more…)
There is a difference between web design and web development. The design is the style, layout, graphics, and more. Development is when the design meets programming with content integration and page building. In this section, we will focus on the design.
A website is much like a work of art. It needs to say something to the visitor before they read it. Communication through design is why it is vital to have a professional website. Your website’s color schemes, graphics, imagery, and overall design need to psychologically communicate with your target clientele before they ever read one word of your content.
I have outlined a few areas of law and explained what their design needs to say in order to communicate with their target market. This week, we will cover Divorce, Personal Injury, and Bankruptcy.
Divorce and family lawyers probably work with the most stressed out client base of any practice area, (more…)
At the center of every online law firm marketing campaign is content. Whether it is content on your website, blog entries, or distributed content like press releases or articles, what gets your firm attention is valuable content.
As users turn to Facebook, Twitter, Tumblr, and Google Plus, we see an obvious trend change regarding what people like and what gets them to “like” or “+1” your firm. People like brevity.
From short Tweets to brief blog entires, content that is direct and to the point with just 100-200 words is what gets attention. While long content is preferred by Google on your website, short content that is heavily shared on Google Plus will still get preferable treatment in the search engine…temporarily. Which is why it helps to know when to go short and when to write long detailed pieces.
Long, detailed content is best reserved for your website. Explain the legal (more…)
It is an exciting time to be an elder law and estate planning attorney. Your target audience is larger than they have ever been and they are getting more technologically savvy. This means you can reach out to them in a number of different ways that are relatively inexpensive compared to traditional television and print advertisements.
The modern elder law firm needs to be focused on education. A lot of people hear about “elder law” or talk with their friends and family about “estate planning” but they may not know what it is, why it is important, and what it really entails. If you become their educator, you will be become their lawyer.
Before you start drafting articles, you should know that with a more technologically savvy audience comes many opportunities to educate and generate leads beyond articles and print literature. Let’s look at a few.
1) Video Libraries – Nobody wants to watch (more…)
We get a lot of calls each week from lawyers that are upset with their current legal marketing company. These calls generally go something like this.
“I can’t take this company that I’m working with any longer. I had them build my website about one year ago and I’ve been paying them month after month to do search engine work and nothing is happening.” The lawyer goes on to explain how they have spent a fortune on the website but really doesn’t know what exactly they are paying for.
Unfortunately, many attorneys get conned into believing that having a website and a couple of listings in a lawyer directory is going to fill up their office with a mountain of new cases. Thus, money should not be a concern.
As you know, money is always a concern. The reason many law firms overspend on online marketing is because the attorney doesn’t work (more…)
Many law firms see their website as a necessary expense whether it is just there to service existing clients or bring in new accounts. A law firm’s website is necessary. But it should be an asset, not an expense.
Online marketing is unlike any other form of marketing. Television, print, Yellow Pages, radio, they all come down to one thing – getting someone to call your firm. You show the ad, hope that it reaches the right person, and that they remember you when the time is right. You can’t really do anything more to improve those other forms of marketing beyond spending more money.
With your website and online marketing, you can actually interact with potential clients. You can invite them into your Google Plus circle, keep them up to date on Facebook, talk to them via a podcast on iTunes, stay in their inbox with email newsletters, and send out (more…)
Online law firm marketing consists of many elements from having a conversion-friendly design to getting traffic from social media and published content. But once you have a visitor on your website, do they know what to do?
Websites need to serve two types of audiences: readers and people wanting to connect with a lawyer right now. You need to have valuable content on your website, but for the visitor who is anxious to contact an attorney, a lead funnel can go a long way.
Let’s take a family law practice for example. Generally, your visitors will be interested in one of three practice areas – divorce, child custody, or child support. By adding three buttons at the top of the site, you can instantly split the traffic so that the eager visitor does not have to look through your menus and navigation for the popular practice area that relates to their issue.
The next (more…)
Collectively, your logo, business cards, brochures, and website all make up your law firm’s face. Even if you market with pictures of yourself or other attorneys in your firm, your brand is still the face of the firm.
When it comes to design, unless you have a creative background with the technical knowledge to go with it, designing your print collateral is a job best placed in the hands of a professional.
When deciding on your print designs, keep in mind that simplicity is the key. If you hand a brochure to clients that is overflowing with too much copy, they are probably going to look at your logo, your website address, and disregard the rest.
Use bulletins to outline how you are going to help the prospective client with their problem. Always include more imagery than information and do not be afraid to utilize white space. If you ask any designer (more…)
Last week, Google introduced a new change to their search engine results. By taking pages, images, and news that people in your Plus 1 network liked and items you liked, they modify the search results by placing websites liked by your friends higher.
You may not have remembered signing up for a Plus 1 account but if you have a Gmail account, you probably have activated Plus 1.
Let’s use an example to show you how this can improve your online law firm marketing.
Emily visits the brand new website of a Boston divorce lawyer. She hits the Plus 1 icon on the page. This is the Google equivalent of the Facebook “like”. Joe connects to Emily…perhaps Joe and Emily have emailed one another from Gmail or perhaps they have actively set up their Plus 1 account, circles, and settings. Regardless of why, Joe and Emily are connected.
The Boston divorce lawyer’s website is (more…)