A law firm’s website is a balancing act between the content that Google and some human visitors will want to read and simple graphic elements that encourage other visitors to contact the firm.
Your website traffic can be split into two basic columns: those who are interested in reading and those who are interested in talking. The readers are more likely to visit your website multiple times before ever making contact, while the talkers are more likely to visit your site once and become a viable lead.
The goal of your website design should be to quickly convert the talkers and make them fast leads while also providing resources for the readers. This content is also valuable for your online law firm marketing and search engine optimization efforts.
Focus on the Talkers
Your website needs to designed around the talkers, the group of people who will see a couple of lines and instantly fill out (more…)
Google Places (formerly Google Local) has become a vital part of the search engine optimization process for attorneys. With its emphasis on regional searches, Google Places is a must for law firms.
Last year, Google merged Google Places with its search engine rankings, making the search engine optimization of a website work together with the Google Places profile to determine the website’s ranking. While that helped many law firms, it hurt suburban attorneys.
When a user types in a term like “Tampa divorce lawyer”, all of the Google Places rankings that appear are law firms in Tampa, Florida. This seems logical. However, just 10 miles east of downtown Tampa is the suburb of Brandon. Many law firms in Brandon optimized for keyphrases related to “Tampa” but their Brandon, Florida address now puts them at a disadvantage.
This is true everywhere. From Cambridge, Massachusetts to Bellevue, Washington, law firms in cities surrounding major metropolitan areas (more…)
When your law firm places an ad in a newspaper, buys radio time, or plays a commercial on television, do you really know how the audience reacted? The network may tell you the primetime slot has 30,000 local viewers. Of those, how many mute commercials? How many of those “viewers” recorded the time slot to a DVR, where the person will simply fast-forward through the commercials when watching the episode? How many listeners heard the radio commercial at the very moments your law firm’s ad was played?
You do not really know. Networks provide statistics, but they are very general. The newspaper can give you circulation, but they cannot track how long someone stared at your ad or how many of their subscribers opened up to the page that had your advertisement.
The web is very different, if you have the right tools in place. Unlike television, radio, phonebooks, print, and outdoor advertisement, (more…)
While many people have good ideas, the difference between success and failure often lies with the execution of those ideas. Law firm marketing is not different.
Many attorneys come to us because their existing website is not found in search engines and/or not generating any traffic. This, of course, is a common problem that we are more than capable of dealing with.
The other issue is not as uncommon as one might think… legal websites that are ranked high in search engines but are not converting traffic to cases. For that, you have to think design.
Two elements make up a successful online marketing campaign: traffic and conversion. Web traffic takes the longest to achieve since the search engine optimization process is progressive and can take a little time. But once someone is on your site, you have to convert them or else they are just one more number on your daily website statistics.
The content of a law firm’s website is one of the elements that determines both search engine ranking and visitor conversion. When working on your content, you need to strike a balance between you and your firm’s successes and credentials and the solutions the visitor went to your website to find.
As a rule of thumb, we always recommend solutions first, credentials second. When someone is looking for a bankruptcy attorney, divorce lawyer, personal injury lawyer, etc, they have a problem. If you immediately introduce yourself, starting talking about your history and where you are from, you are going to turn off the visitor.
Think of your visitors as people in an audience asking a question. Then, use your website to provide answers to those questions. You may want to include some frequently asked questions on the home page that link to longer pages with more details. If a visitor is impressed with (more…)
The balance between search engine optimization and design is probably one of the most challenging for an online marketing specialist. On one side, you have human viewers who often want you to get straight to the point and be directed towards the right location of your website to get what they want.
On the other side you have search engines that want large volumes of useful content. Of course, many people also like a lot of content as it helps build credibility for your firm. So how do you balance the need for simplicity and content?
Top Heavy Websites
A top heavy website basically means you put the most important items at the top and the text towards the bottom. Traditionally, law firm marketing and search engine optimization specialists have advocated keyword rich text towards the top of the page. In fact, if you crawled through some of our blog entries from 4-6 years (more…)
An aggressive online law firm marketing plan can pull your website to the first page of Google, drive traffic to your website, get social networks to notice you, and put your law firm’s name in the news. However, with time on your side, results come quicker.
First, we must point out that time will not replace the need for an aggressive optimization strategy. Many websites with a decade behind them are still lost in the deep pages of search results. But when you take an older domain name and properly optimize the content and build credible links pointing back to it, the results can be seen immediately.
Google’s algorithm is built to focus on one thing and one thing only. Quality. Google generates revenue through pay-per-click advertisers. In order to get companies to spend money advertising on Google, Google has to have a large searching audience. In order to get the large search (more…)
Having a great looking website to attract new cases for your law firm is important. A clean, professional design that encourages calls and e-mails will serve your practice much greater than a thrown together templated freebie.
But what about the new media? The new form of communication? Though not so new, it is poised to rapidly take over the Internet one dial at a time. It is time to take your law firm mobile.
In December, we will be launching a mobile extension for law firm websites. Navigating your website from a computer is slightly different than navigating on a 5-inch Android, Blackberry, or iPhone screen. In order to tap (geeky pun intended) into this wireless market, your website needs to be easy to use and optimized for micro web surfing.
Coda Research has predicted that smartphone Internet usage is going to increase 40 times between now and 2015. That is not very far (more…)
When designing your law firm’s website, we have to think about current trends, future trends, and web standards. Of course, “web standards” is somewhat of an oxymoron as the web is ever changing, thus new standards are invented annually.
To keep up to speed and continue to turn out lawyer website designs that convert visitors into new cases, our design and development team has to watch trends to see where we are going and how we can push design into the future.
Fortunately, the good folks at w3 pay attention to valuable statistics that help us continue to develop quality lawyer websites. One of the current trends reported by w3 is expanding screen resolutions. Your screen resolution is just a measurement of your computer monitor’s display.
Today, the average measurement in pixels is 1280 by 1024. Less than 20 percent of web users are still using the smaller resolution of 1084 by 760 as (more…)
As the Google algorithm reviews billions of websites, it picks and chooses what it believes to be the best picks to display to the searching public. One of the elements we see over and over again is that Google likes big resourceful websites.
It always seems to point back to content in one way or another. Adding pages to your website is probably one of the best ways to earn a little more respect from the Google bot.
To add pages, simply think of details pertaining to your area(s) of practice. Then make sub-pages under your practice areas pages in your website. Instead of brief information, you now have details to help a wider audience. Plus, you have more pages to show off to Google.
If you think of pages as salespeople, you will understand the value that they have. The more diverse your sales term, the more people you can help and new (more…)