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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Your firm’s website must play many roles. At its core, your website works as a marketing tool and 24-hour brand ambassador for your firm. However, technology has advanced to such an extent that static sales pages no longer suffice — either for visitors or search engines.
“In the future, the winners in the legal world may succeed by dint of survival of the most responsive.”
–Richard Susskind, The End of Lawyers (2008)
Attorney websites are evolving to become client relations…
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A recently published study performed by Backlinko provides insight into the correlation between several page factors and their effects on search engine results. Backlinko looked at a comprehensive sample of 1 million Google search results to determine its findings. The study confirmed some closely held search marketing beliefs while also producing unexpected results. Here is a summary of key findings, along with tips for how attorneys can use them.
Links are still important
Despite Google’s apparent…
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Many attorneys are uncomfortable soliciting referrals from clients — and downright adverse to the idea of asking for testimonials. Firms can easily hide behind ethical concerns and bar regulations when cataloguing reasons not to ask for testimonials. And attorneys must, of course, take care to adhere to state bar guidelines regarding client feedback. But your firm can request testimonials ethically and within the purview of bar guidelines. Not only is this possible, it is a necessary element of doing…
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Looking forward into 2016, one prediction is certain: Google will continue to update its algorithm, sometimes to the pleasure and sometimes to the dismay of website owners. And, when major shifts occur, as always, search marketing strategies will have to adapt.
Today, however, your firm is competing for elusive, difficult to obtain and extremely valuable placement in the first page of search results. According to an Advanced Web Ranking study, the average click through rate for page one…
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The idea of publishing long articles seems to fly in the face of conventional marketing wisdom. People, we are told, have short attention spans. Content should be bite-sized and concise. Otherwise, you will lose your audience; they simply don’t have the patience to read long articles.
Data tells a different story. Long-form content ranks well, gets readers and keeps them engaged. Having long-form content available on your site also helps your firm establish its authority — both with search engines…
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Nationwide marketing campaigns are neither attainable nor necessary for most firms. The cost is high, and the ads will reach relatively few people who can actually take advantage of the firm’s services. Instead, only people in specific areas and jurisdictions need to be exposed to marketing messages. With geotargeting, it is possible to reach very precise groups of people based on location.
Geotargeting is the practice of using information about an individual’s location to deliver relevant content,…
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A new study from Twitter reveals what factors cause some tweets to be more successful than others. The research confirms what third-party analysis and user observation have long demonstrated: tweets that contain images prompt the most engagement. Posts with video and links also receive more attention.
Twitter analyzed over 2 million tweets sent from accounts within the United States. Researchers looked for tweets containing photos, #hashtags, links, videos and a number or a digit — such as…
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Content marketing will continue to get a lot of attention as websites adjust to Google’s new Hummingbird algorithm, which was quietly rolled out in August and formally announced at the end of September. This release is the first entirely new rewrite of the company’s algorithm since 2001, and it changes the way Google looks at keywords. Hummingbird is a move toward a more contextual, semantic search; that is, rather…
Attorney marketing is tricky in many ways. You must sell a service that only a certain percentage of the population will ever need, and you do not have the same ability to manufacture demand as large retail companies like Nike or Apple. Attorneys are also restricted in many different ways by a variety of recommendations unique to each state bar’s interpretation of best marketing practices. Lawyers must even approach marketing…