The beginning of the year provides time for both reflection and renewal. The season invites us to look inward and consider our goals for our personal and professional lives.
Here is a new year's resolution for attorneys to add to your lists: “In January, I will read all the practice area copy on my website and on the sites of at least 5 of my closest competitors.”
While this resolution may sound about as fun as trying a...
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If your law firm's name was not mentioned somewhere in your articles, on your website or on your advertisements, could people identify the material as coming from you? If a potential client came across one of your Facebook posts and one of your SlideShare presentations, would he or she recognize that each was produced by the same entity? If you met in person, would that encounter reflect the experiences that individual has already had with your firm online?
Hopefully, the...
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Long-form pages are becoming increasingly popular among web users. But it's not just humans who like them; Google also rewards this media-rich content. We will explain why in a moment.
What is long-form content?
A long-form page consists of in-depth copy paired with other forms of media. While a standard article may include a picture with some text, long-form content integrates graphics and other forms of media to tell a story.
Another characteristic of long-form pages is (as the name implies)...
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Nobody said writing an attorney bio was glamorous. But it is necessary. Unfortunately, it is a task that is often given too little attention, resulting in a boring bio page that is just a thinly-veiled rehashing of an old resume.
Your attorney bio page is important. In fact, it is probably one of the most important pages on your law firm's website. According to HubSpot, about pages are the second most visited pages on a website. Attorney...
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In part 3 of Marketing and the Brain, we’ll cover why your marketing strategy should cater to a person’s tendency to follow their gut feeling, make impulse decisions and protect their free will. These psychology concepts help inform marketers and salespeople how to effectively appeal to prospects, and can be used by you to convert more leads and grow your firm.
We often convince ourselves that we follow a strictly logical code for our decision-making process. We tell ourselves...
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Lawyers must communicate with a diverse array of people in order to run a successful practice. Each audience, from judges to colleagues to prospective clients, has a different perspective, and attorneys must tailor their language accordingly when speaking to these different groups.
Marketing language is often more casual and conversational than other types of speech attorneys may use. Marketing language should build trust and create connections, a task that is difficult to manage through jargon and formality.
In addition to...
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Creating a website with a solid conversion rate is a balance between listening to what visitors say they want and gently nudging them toward what you want them to do. Your website should be designed with an understanding of your target audience and the expectations of your various client personas. And your site should answer the questions visitors are most likely to ask, while giving them reasons to contact you.
Websites that convert well share some characteristics in terms...
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Researchers at MIT have developed an algorithm that can identify how memorable or forgettable an image will be to humans. The algorithm, also known as MemNet, performs almost as well as a real human at predicting a photograph's memorability. The algorithm was developed by researchers from MIT’s Computer Science and Artificial Intelligence Laboratory (CSAIL).
How does it work?
People were shown a series of hundreds of photos, some of which were repeated. They were asked to press...
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One piece of advice included in almost all articles about branding and design is this: simplify everything. Reduce noise and clutter in your design, distill content down to is essence and stop trying to shout louder than everyone else to be heard.
Marketers give this advice because it works. Having too many choices prevents consumers from making a purchasing decision. Being confronted with too much visual noise prevents visitors from being able to effectively navigate a website. Simplicity is...
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This week, Mashable reported that selfie-related deaths are outpaceing shark attack deaths by 50 percent in 2015. The article comes on the heels of the death of a 66-year-old Japanese tourist, who fell down the stairs at the Taj Mahal while trying to take a selfie.
Falling is the most common cause of death while attempting a to take a selfie. Train-related accidents are the second most deadly.
To be fair, there are extremely few shark or selfie...
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