People hire you because you ARE you. They do not hire logos. They want to know something about you and your firm before they connect with you. Check out how to do that.
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Read MoreJun 26
Who is paying attention to banner ads?
One of the challenges of online marketing is determining how to best divide your budget between available methods. A number of forces continue to converge that make this decision ever more complicated. Google's successful efforts to encourage high-quality, contextually relevant content and penalize sites that try to take short-cuts coupled with the growing influence of apps and mobile search are forcing firms to employ multiple tactics. And the question of how much social media activity and influence may (or...
Read MoreJun 5
Back to basics: How healthy is your law firm brand?
Branding is a commonly maligned concept in the legal world, too often associated with low-quality advertising and a move away from focusing on client service. But branding and practice are not mutually exclusive; they can and should work to support each other.
No, a snazzy logo alone will not bring in more business. But your brand is much more than just a logo or a tagline; branding and...
Read MoreMay 22
Overuse of acronyms in your writing is BS
Every industry has its jargon, acronyms and language that is shared only by those within the profession. Such shorthand is necessary and understandable; people, particularly those who deal with highly technical information, benefit from methods that help them quickly communicate ideas among themselves. Sometimes acronyms spill out into the general population and become so widely used that they can be comfortably employed by writers in any industry with the understanding that most people will be aware of their meaning....
Read MoreMay 9
Get more out of your thank you pages
In a highly saturated market, firms must pay attention to every piece of their marketing efforts. Small details may be the things that ultimately push people to choose you over the competition.
Convincing a website visitor to contact your firm is just a first step; the ultimate goal is of course to convert that visitor into a client. The more you can personalize their experience and convince them that...
Read MoreApr 25
Expand your influence beyond your own blog
Having a regularly updated website and attorney blog are both important factors in any search marketing campaign. In addition to the basic SEO value of well-written content, frequent posting helps to establish trust with potential clients, who will come to see you as a reliable source of helpful information. Being the expert who people can turn to for helpful knowledge has good marketing potential.
But there is a whole world...
Read MoreApr 1
How much your firm’s SEO rankings would cost in PPC
Law firms often look at their SEO investment in terms of increased rankings, web leads, phone calls, and other measurable improvements. But there is another way to look at your SEO investment, the pay-per-click value.
The pay-per-click (PPC) value looks at these elements:
1) Your search engine rankings in Google, Yahoo, and Bing.
2) The cost-per-click (CPC) for those keywords at their current position (i.e.,...
Read MoreMar 25
Social may be trendy but search brings home the leads – SPECIAL REPORT
Social marketing is a popular topic on blogs, in lawyer magazines, and at conferences. This attention is certainly well deserved. Just look at the audience:
- Facebook – 1 billion+ users
- Google+ - 500 million+ users
- Twitter – 500 million+ users
- LinkedIn- 200 million+ users
- Pinterest – 48 million+ users
Those audiences should not be ignored, however when looking at what drives leads into your office, we see that search is still the driving force.
Read MoreMar 20
Beat the crowd: Tips for rising above the competition in a saturated market
The Am Law Daily announced last week that early numbers show only modest growth for a prestigious group of New York's largest law firms last year. Within the study is the admission from several partners that persistent pressure to lower rates is cutting into profitability, even with a rise in some types of litigation work. The push for firms to lower their rates or pursue alternative billing...
Mar 8
Google’s How Search Works site outlines the search process and offers live spam screenshots
Google has launched a website called How Search Works, which takes users through the process of search from crawling and indexing to displaying results. From a purely design standpoint, the site is a beautiful example of how modern coding techniques can create a completely interactive, animated and Flash-free website. It uses plenty of white space, large text and simple graphics to explain the indexing and search process....