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How to Write Content that Captures Your Readers’ Attention, Part 2: Email

This is part 2 in a series of posts about how to write content that people actually want to read and share. Part 1, which you can read here, focused on legal marketing article titles.

email subjectMarketers have been trying to invent new ways to get people’s attention since the invention of the profession. This is particularly true online, where visitors’ already short attention spans are even shorter. Email marketing is not new and shiny, but studies show that it is still one of the most effective direct marketing methods. SEO concerns are less relevant to your subject lines; your goal is to get people to open that email.

Writing click-worthy email titles

Similar rules apply to writing good email titles as do to writing good article headlines. People must be told up-front why they should bother to click on your email when they have so many others to occupy their time. (more…)

Set your firm apart in a way that matters to clients

One difficulty confronting firms that are operating in an undeniably saturated market is the ability to effectively communicate what sets them apart from all the other firms competing for the same clients. Many attorneys have begun to recognize that they must define themselves in a way that is distinct from their competition. And this is correct. One key to successful marketing is showing clients how you are different from (and better than) all of their other options.

Unfortunately, many attorneys identify and promote the wrong things – things that clients do not find relevant or helpful. These things can be categorized as “features” of a firm, like having 20 years more experience or boasting a larger network of non-lawyer collaborative partnerships. That is not to say that these thing don’t matter; it is simply that they matter to people searching for a lawyer only insofar as they provide a real advantage to (more…)

Ten Lawyer Website Usability Tips – Part Two

Last week, we discussed several methods law firms can employ to ramp up their website’s usability. Making your firm’s site as intuitive and easy to use as possible helps give potential clients a positive experience and prompts calls and conversion. A well designed, fine-tuned website also encourages users to share your site and refer others to your firm.

Attention to detail in an attorney website is something that is most notable when absent. When done well, no one item stands out. The whole user experience is positive and effortless. When executed poorly, users realize very quickly that they are confused or uninterested. A frustrated user is almost impossible to reach, and you may not ever have the opportunity to win disenchanted visitors back in person.

The lesson is that you must pay attention to usability. The good news is we have compiled a list of tips to help. Part one is here. (more…)

Ten Lawyer Website Usability Tips – Part One

Your firm’s website is at work for you 24 hours a day, 7 days a week. It is a valuable advocate and proxy, often communicating with potential clients before you have had a chance to speak to them in person. And, as a bonus, it will continue to do its job without complaint while you are asleep, on vacation or at trial.

Ideally, your attorney website is functioning at optimum efficiency, converting visits into calls and prospects into clients. But you cannot just assume that this is the case. Your website is ambivalent – it will work for or against you without giving it a second thought. Putting your website to work effectively for your firm is a process. It requires attention to detail during development and ongoing monitoring, tweaking and updating after launch.

Optimizing your website’s usability is key; users must be directed unambiguously to take action. Here are some (more…)

Practice Area Pages Help Your Online Law Firm Marketing

When putting together your law firm’s website page structure, you want to consider the best way to make the site as large as possible. The more pages of useful content on your site, the higher it will rank… but why?

Google in particular loves content. In their webmaster guidelines, they write advice like, “Create a useful, information-rich site, and write pages that clearly and accurately describe your content.” In their “do not” list they say, “Don’t create multiple pages, subdomains, or domains with substantially duplicate content.”

In fact, they even broke off a section of their guidelines just dedicated to the dangers of “Little to No Original Content.”

So it’s pretty well established, Google wants your attorney website to have content, quality content, and lots of it.

As a law firm, you are able to fulfill their wishes by simply expounding upon your practice areas. If you are a family law attorney, don’t list your (more…)