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…)
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…)
The layout of your law firm’s website is a crucial element in converting your visitors to new cases. As the Internet has evolved since the early ’90s, website styles have changed dramatically.
You make your law firm’s website easy to navigate by keeping up with current web design trends. For example, users are used to seeing phone numbers at the top right of their screens. Making sure your number is positioned at the top right of your website makes locating your contact number intuitive to the user.
Web design trends often change due to hardware advances. In the ’90s, most Internet users were using 13-inch big square box CRT monitors. You probably remember having to buy a bigger desk to make room for the 3 square feet necessary to upgrade to a 17-inch monitor.
As most users are now on LCDs, which are cheaply available in sizes of 19 to 30 inches, your (more…)
It is a puzzle as old as currency and trade. Reducing expenses to maximize profitability. While some law firms do this by utilizing virtual office space and allowing attorneys to work from home, others go straight to the largest piece of the expense pie, law firm marketing.
Integrating a complete online marketing strategy has helped many law firms shave $50,000 to $100,000 off of their annual marketing expenses. This is often done by taking money currently spent on Yellow Page advertisements and placing a percentage of that into a comprehensive online marketing strategy.
Here are a few things to look for in an effective online marketing strategy:
1) Performance Oriented Web Design – Your website is going to be an interactive resource for your potential clients. You can customize a large website or utilize a less expensive Semi-Custom Website, but ultimately you need something that is of noticeably high quality. Visitors can easily detect (more…)
Being found on the web is certainly half the battle, but nobody wins a local marketing war by completing 50 percent.
Once those searching for a lawyer in your area find your firm’s website, they have to click on it. This requires drafting a website description that encourages the user to click on your website. Once they decide to click on your website, it is time get them on the phone and/or in your email inbox.
Most law firms that contact us looking to improve their rankings by a small percentage are already on the first page of Google and other search engines. While they may have the rankings, these firms are not getting the leads.
If your law firm’s website has high rankings and low lead generation, you may have a design problem.
What Makes a Good Design?
When analyzing your law firm marketing, good and bad web design is not subjective. What makes a (more…)
In the race to the top of the search engines, many law firms tend to overlook one very important element of their marketing campaigns. The powering of branding.
Law firms should look at their logo as the face of their law firm. It should represent what they are about and connect with their target clientele on some level. A custom logo for your law firm will help you stand out from the all too common “Name, Name & Associates” written across the scales of justice.
Even with online marketing, a logo is a powerful tool. When potential clients are clicking through the search engine listings, they may select multiple websites to review. It is important that not only your website stands out, but your overall brand, as well. The look and feel of your logo should be unique and consistent throughout all of the firm’s marketing literature.
Let’s Build a Bigger Law Firm Together
The legal industry is not dissimilar to other industries. The larger entities in the field have a competitive advantage due to their size and accessibility to resources. However, if you are competing against large law firms, you should be happy to know that you can do something to your website that large firms do to maintain search engine superiority.
Every change that Google makes to its algorithm sends a message loud and clear. Google wants content. Not only does it want content, it wants quality meaningful content. On top of that, if you are willing to provide a library filled with unique meaningful content, the Google algorithm is prepared to reward your efforts with better placement. Of course, you also need a strong link building effort, but quality content also encourages unsolicited inbound links. In short, quality content should be at the center of your online law firm marketing goals.
Large law firms (more…)
The violinist plays as the camera pans across a shiny black metallic surface. You see a closeup of a gentleman’s hand shifting gears. His bright white cuffs contrast the wood grain finish of the center console as just a glimmer of light reflects from his cuff links and briefly strikes the lens. Before the next scene shows the leather interior, you are already aware this is a luxury car.
Had the commercial started with “Buy this luxury car!” or “Feel like a million bucks!” the commercial would not be a success, nor would you feel the luxury that the car manufacturer wants you to experience. Your law firm’s website should rely on the same subtleties to help your visitors feel the emotion that will trigger a positive reaction.
A television commercial has less than five seconds to catch your attention. A website has 30 seconds. Comparably, your website is basking in a time (more…)
This week, we are going over a few simple techniques that can help improve your law firm’s website conversion. A successful online law firm marketing strategy will get you more web traffic, but is a true success only when you get more phone calls and e-mails.
1) Obvious Contact Form – Once you have a visitor on your law firm’s home page, you have less than one minute to convince him or her to stay and read more, contact you, or leave. If visitors do not have an easy way to contact you on every page, they will more than likely leave. The easiest way to accomplish this is to place a short contact form on every page. This is generally in a sidebar towards the top of the page. Brief contact forms should include Name, E-mail, Phone Number, and a box that allows visitors to briefly describe their legal needs. A (more…)