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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Google released its 2015 Webspam Report this week, which details actions the company took over the last year to try to clean up the internet, reduce spam and increase page quality. When Google chooses to release actual data, webmasters and website owners (and yes, lawyers) should take note. The reports often provide insight into the types of practices Google punishes and rewards, which you can use to help prevent mistakes and build better pages. This report is…
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Two metrics that are often used to determine a website’s performance are time on site and bounce rate. Bounce rate is the percentage of times a user clicks on a page and leaves without visiting any other page; in other words, the percentage of single-page visits. A high bounce rate can indicate that your landing pages are not providing visitors with the information they need. However, a high bounce rate paired with high conversions can indicate that people are…
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After Google released the first version of its Penguin algorithm update in 2012, sites that had been practicing successful — but spammy — link-building tactics saw drastic ranking declines.
The depth and breadth of the post-Penguin fallout caused many to shy away from link building. Even though links were still being used to help determine search placement, the cost of being punished for an error was perceived as too high. And Google was hinting strongly that it was trying…
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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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A call to action (CTA) is any element on a website that encourages visitors to take an action. Usually, a CTA comes in the form of a button or the combination of a button and a line of text. Calls to action can also be textual links, although this treatment should be used judiciously since text does not stand out as well on a page as a graphic or button. The most common CTAs on attorney websites are invitations…
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Successful marketing campaigns prompt people to take action. Whether the connection is direct — a prospect sees an advertisement and makes an immediate purchase decision — or the result of a sustained brand awareness effort, marketing works when people are convinced to do something.
In the case of law firm SEO, getting people to your website is step one. Once visitors have landed on your site, you must convince them to stay, look around and ultimately to contact your…
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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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Copywriting
After setting the stage with your logo, color scheme and visual display, as discussed in part 1 of this blog series, play close attention to your website’s copy. Copywriting is all about persuasion and an appeal to human memory through the written word, which may seem like a difficult task for some. Consider the psychological implications of copywriting, however, and you’ll find that creating more effective, conversion-oriented copy is simpler than it may appear.
When a statement is repeated,…
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