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    Getting your firm working online   grow your firm Getting your firm working online grow your firm Document Transcript

    • GETTING YOUR FIRMWORKING ONLINE www.growyourfirm.com.au
    • Table
of
ContentsWeb
Design Hows
Your
Websites
Naviga3on? Is
Every
Page
on
your
Website
Conver3ng? Is
Your
Law
Firm
User
Tes3ng? Is
Your
Law
Firms
Website
Mobile? Whats
Your
Movement? Law
Firm
Web
Design
and
Content
Management
Systems Every
Page
is
a
Winner Is
your
Law
Firm
Upda3ng
its
Website?Search
Engine
Op8miza8on Hows
Your
Meta‐Tags,
Keywords
and
Content? Is
Your
Law
Firm
Marke3ng
Strategy
Relying
on
Duplicate
Content? GeNng
Your
Law
Firm
Marke3ng
Strategy
Linked Content,
Content
and
Content Law
Firm
Marke3ng
Daily
Dose Is
Your
Firm
Genera3ng
Video? How
to
Perform
for
the
Ringmaster SEO
and
Your
Accoun3ng
or
Law
Firm
 Has
Your
Law
Firm
Got
a
Good
Idea? Is
Your
Firm
Speaking
Another
Language? Lawyer
Marke3ng
Plan Content
Spinning
&
Duplica3on Marke3ng
Law
Firms
with
AdWords Has
Google
Found
Your
New
Website? Does
your
Law
Firm
Use
Keywords? Your
Law
Firm
and
the
Tectonic
ShiT Law
Firm
SEO
and
Images Your
Law
Firms
Content
Strategy Domain
Purchasing
for
Your
Law
Firm Be
Careful
Who
You
Link
to Your
Law
Firm
and
its
Mobile
Applica3on Should
Our
Law
Firm
YouTube? Will
Google
Instant
End
Your
Reign Place
Your
Firm
Now Why
Small
Firms
Can
Win
    • Is
your
Law
Firm
Tracking
Calls? Content
is
King,
But
Design
is
Queen Does
your
Law
Firm
use
PDFs? Your
Law
Firms
Link
Building
Strategy
 Law
Firm
Marke3ng
King
Hit:
Get
Content
Get
ClientsEmail
Campaign Email
Marke3ng:
the
Neglected
Tool Law
Firm
Marke3ng
Strategy
and
Client
Conversion Marke3ng
to
Exis3ng
Clients Is
Your
Email
List
Segmented?Social
Media Is
Your
Law
Firm
Facebooked? The
Promise
of
Social
Media
or
Not? Cant
Work
Out
Why
Your
Law
Firm
Marke3ng
Strategy
is
GeNng
Crushed? Will
Facebook
Work
in
Your
Law
Firm? How
Does
Your
Law
Firm
Count
Conversions? Is
Your
Law
Firms
Website
Mobile? Law
Firms
and
Mobile
Phone
Applica3ons Why
Your
Law
Firm
Needs
to
Blog Should
My
Law
Firm
Facebook?Google
Analy8cs How
to
Get
BeYer
Ranked
by
Google Is
Your
Law
Firm
Website
Conver3ng? Google
+1
Launch Measure
Everything
Twice Marke3ng
Your
Law
Firm
on
Google See
Your
Website
without
Opening
It Your
Law
Firms
Bounce
Rate Beef
Up
Your
About
Page
Now
    • WelcomeThis
guide
is
proudly
brought
to
you
by
Australia’s
leading
professional
services
marke3ng
company,
Grow
your
Firm.Grow
your
Firm
is
unlike
any
other
professional
services
marke3ng
agency
in
Australia.

We
co‐create
individualised
marke3ng
solu3ons
for
both
accoun3ng
and
law
firms
that
we
rapidly
change
to
keep
in
sync
with
not
only
technology
trends,
but
the
constant
flux
of
the
algorithms
used
by
leading
search
engines
like
Google.
We
also
use
a
diverse
range
of
media
tools
to
broadcast
your
firm
to
numerous
online
channels,
as
well
as
syndicate
your
firm’s
content
across
a
number
of
high
traffic
legal
sites
across
Australia
of
which
we
own.Grow
your
Firm
does
web
design,
development,
SEO,
social
media,
content
genera3on
and
syndica3on
and
email
campaign
management.In
addi3on,
we
design
and
develop
mobile
applica3ons
and
soTware.
Most
recently
we
developed
a
completely
automated
online
will
service
for
one
of
Australia’s
leading
law
firms
and
are
presently
devising
a
web‐based
applica3on
for
personal
injury
law
firms.Contact
Uswww.growyourfirm.com.ausales@growyourfirm.com.au1300
886
322
    • Website
Design
    • <<Back
to
Table
of
Contents>>Hows
Your
Websites
Navigation?There
are 
some
great
tools
out
there
that
can
considerably
assist
your
law
firm
get
its 
head
around
its
websites
naviga3on.
Site
naviga3on
is 
one
of
those 
things 
that
are
so
oTen
neglected.
Many
law
firms
just
subscribe
to
the
 view
 that
 their
 site
 naviga3on
 should
 just
 be
 the
 stock
 standard.
 You
 know
 what
 I
 mean,
"About,
Services,
Resources"
ect.
A
great
place
to
start
is
through
the 
use
of
card
sor3ng.
So,
best
prac3ce 
would
be 
to
do
a 
content
strategy,
iden3fy
every
piece
of
content
to
go
up
and
correspond
a 
card
with
that
content.
 So,
in
the
case
of
a
family
 law
prac3ce,
you
may
have
some
content
 on
"binding
 financial 
agreements,"
 and
 you
 would
 simply
 3tle
 the 
card
 accordingly.
 Best
 prac3ce
would
also
dictate
that
in
sor3ng
the
cards 
to
map
out
your
sites
naviga3on,
you
would
involve 
a
client
cluster
group.Theres 
something
potent
 about
 crea3ng
site
naviga3on
pathways 
via 
this 
visual
method
 that
 is
also
engaged
with
client
or
user
involvement.
But
spend
some
3me
in
the
prepara3on
of
the
cards
before
involving
the
user
group,
this
seems
to
work
best.The
other
alterna3ve
is
to
use
the
online
version
at
WebsortWe
can
help
facilitate
all
this.
Contact
us
at
Law
Firm
Marke3ngIs
Every
Page
on
your
Website
Converting?Nearly
every
law
firm
marke3ng
strategy
when
it
comes
to
web
content,
spend
too
much
aYen3on
on
the 
homepage,
wrongly
 assuming
that
 the
others
count
considerably
 less.
 Every
 page,
post
 or
piece
of
content
your
law
firm
generates
is
a
window
of
opportunity.Yes,
your
 homepage 
will
bear
the
grunt
of
most
traffic
(if
you’re 
doing
things
right)
but
 there
are
mul3ple
loca3ons 
or
 landing
 pages 
of
 your
 site
that
 a 
prospec3ve 
client
 might
 find
themselves
depending
upon
their
search
enquiry.If
your
law
firm
 has 
a 
content
 strategy,
 derived
from
the
keywords 
you’re
chasing
in
the
market
and
then
check
out
your
Analy3cs
and
you’ll 
be
surprised
at
how
people 
find
you
and
in
par3cular,
what
page
of
your
site
was
the
entry
point.
Once 
there,
the
ancillary
informa3on
for
a
firm
can
be
gold.
For
example,
you
will 
be
able
to
define
the
average
3me 
spent
on
the
page,
the 
bounce
rate
(bouncing
off
your
 page
and
going
elsewhere)
and
of
course,
the
amount
of
traffic
coming
in
via
this
window.
    • Why
is
this
so
important?Increasingly
 with
the
sheer
amount
of
content
on
the
web,
people
are
far
more
confident
in
their
searches.
In
other
words,
when
they
once
may
have
typed
in
“divorce,”
they
may
now
type
in
“how
to
oppose 
a 
divorce 
applica3on”
 or
 “can
I
get
 a
divorce
in
 Australia
if
 I
was 
married
overseas.”
These 
more 
descrip3ve 
searches
are 
called
“long
tail”
and
are 
so
oTen
ignored
in
the 
marke3ng
strategy
of
law
firms.In
responding
to
long
tail
searches,
 you
need
to
ensure
that
the
page
holding
the
informa3on
is
capable
of
conversion.
 Conversion
may
not
 necessarily
 mean
that
 the 
searcher
 becomes 
a
client
today,
but
 it
 may
 mean
that
 content
on
this 
long
tail
page 
encourages 
the
searcher
 that
 if
 they
want
more
informa3on,
they
can
download
your
“Divorce 
Guide”
in
return
for
their
email
address.
Now,
you’ve 
got
 this
poten3al
client
 engaged
and
plugged
in
which
is
far
 beYer
 than
landing
 on
your
page
and
exi3ng.We
are
helping
law
firms
define
their
online
marke3ng
strategy.Is
Your
Law
Firm
User
Testing?A
 couple
of
 years
ago,
a 
guy
 called
 Steve
Krug
 wrote
a 
killer
 of
 a 
book
called,
 "Dont
 Make
Me
Think."
It
was 
probably
 the
first
 of
its
kind
in
really
 accentua3ng
the
fact
 that
 a
web
site
isnt
a
trophy
piece,
but
rather
a 
significant
marke3ng
tool
that
has 
to
work
for
your
business,
or
in
other
words
has
to
give
you
a
return
on
investment
(ROI).More 
specifically,
Krug
talked
about
user‐focused
design
and
there
is
this 
whole 
movement
these
days
called
UX
 design
which
largely
emanates 
from
some
of
the 
tenets 
of
what
Krug
tackled
in
his
work.
He
has
since
wriYen
another
excellent
book
called,
"Rocket
Surgery
Made
Easy."Let
me 
cut
to
the
chase.
Lets 
for
a
second
agree
that
your
law
firms 
website 
is
about
the
user.
So,
your
firms 
website
has
to
be
about
crea3ng
an
experience
for
the
user
that
speaks 
their
language.
Were
up
to
our
knees 
at
present
in
building
out
a
site
for
leading
Australian
criminal 
law
firm
Ryan
&
 Bosscher
If
you
look
at
the 
site,
you
will
overtly
 see
that
it
 is 
posi3oned
towards
the
poten3al
client.
Prior
 to
launching
the
site,
 we 
undertook
user
 tes3ng.
 In
other
 words,
 we 
tested
the
site
with
8
people
and
we 
tracked
their
response.
As
a 
result,
we 
re‐tweaked
and
site
went
live
about
6
weeks 
ago
and
there 
have
been
two
reitera3ons 
of
it
since.
Why?
Because
at
the 
back
end
of
this
site
we 
have 
extensive
analy3cal 
data
recording.
We
track
the
hot
spots
and
cold
spots 
all 
over
this
site,
or
in
other
words,
where 
people 
are 
gravita3ng
towards 
on
the 
site,
how
long
they
are
there
and
where
they
go
next.
We
keep
on
adjus3ng
to
ensure
it
is 
in
sync
and
we 
keep
on
user
tes3ng.
We
do
this 
to
ensure
that
we 
have
the
user
 always 
at
the 
front
of
our
minds,
instead
of
what
we
think
 works.
 There
 is 
so
oTen
 a
great
 disparity
 between
 the 
two.
 Weve 
also
just
 integrated
a
Facebook
presence
that
were
building
out
as
well
that
we
are 
similarly
watching.
There
are
also
a
number
of
other
features
we
will
integrate
into
the
site
as
well.
    • Steve 
Krug
in
his 
work
talks 
about
 never
 assuming
you
know
what
 the 
consumer
or
 user
 wants.
Instead,
you
user
test
and
keep
on
user
tes3ng.In
the 
context
of
your
law
firm,
that
doesnt
need
to
be
a 
costly
 exercise.
You
can
do
it
yourself,
or
if
youve
got
a
marke3ng
person
in
the
firm,
let
them
loose.Steve 
Krugs 
got
 an
 excellent
 free
 guide
 here
 that
 I 
strongly
 encourage
 you
 to
 download
 and
implement
into
your
law
firm
web
marke3ng
strategy.
Get
it
hereIs
Your
Law
Firms
Website
Mobile?In
this
law
firm
marke3ng
3p
we
encourage
firms
to
look
at
their
mobile
strategy.Law
firms
have
to
embrace
Mobile
Technology
if
they
want
to
be
relevant
over
the
next
five
years.In
April 
2010,
the
respected
Morgan
Stanley
Analyst
Mary
Meeker
in
a 
preYy
robust
report
stated,
"Its 
the
 era 
of
 the
 mobile
internet.
 Within
 the
 next
 five
years 
more
users 
will
connect
 to
 the
internet
over
mobile
devices
than
desktop
PCs."We
men3oned
in
a 
previous 
post
 some 
of
the
challenges 
for
 law
firms 
in
wrestling
 with
mobile
technology,
 but
 here
 are 
a
few
 3ps
on
making
 a 
start
 today
 to
 ensure 
your
 current
 website 
is
readable
on
a 
mobile 
device.
 
That
said,
obviously
 firms
need
to
be
looking
seriously
 at
a 
mobile
adapta3on
of
their
website
and
offering
it
separately
to
mobile
device
users.1.
 Dont
use 
FLASH.
 
 Flash
is
a 
technology
 that
despite 
its
heavy
 use 
on
most
big
brand
sites,
 is
largely
unsupported
by
mobile
technology2.
Minimize
naviga3on
on
your
website,
as
panning
across
mobile
devices
is
s3ll
fairly
clunky.3.
Use
images
sparingly.
Mobile 
devices 
can
have 
serious 
issues
in
their
 resize,
slowing
down
site
loading
3mes.4.
Common
objects
like
Ac3veX
are
generally
unsupported5.
Dont
go
overboard
with
text.6.
Ensure
your
websites
contact
forms
are
opera3onal
and
effec3ve
to
the
user
experienceBe 
that
 as 
it
 may,
 if
 your
 law
 firm
 is 
serious 
about
 being
 seen
 well
 on
 mobile 
devices,
 wed
recommend
cuNng
to
the 
chase
and
geNng
a 
mobile
version
up.

If
you
have 
a
current
web
design
ousit
that
your
happy
with,
talk
with
them
first
and
see 
if
they
have
the 
exper3se 
to
carry
out
the
job.

That
way
you
can
ensure
synergy
between
your
current
site
and
its
mobile
counterpart.
    • Whats
Your
Movement?In
this 
law
firm
marke3ng
3p
we
show
you
how
some
firms
are
aYaching
themselves
to
causes
as
way
of
expressing
their
brand
essence.Law
 Firms 
 that
 see
 their
 brand
 as 
 one 
 dimensional 
 are 
 significantly
 compromising
 other
opportuni3es
for
growth.
Historically,
its 
always
been
the 
case 
that
smart
firms 
align
themselves 
with
industry
groups,
union
movements 
or
clusters
of
cause‐based
ini3a3ves 
in
order
to
poten3ally
derive
clients.
But
while 
a
firm
may
 share
a 
physical
rela3onship
 with
a 
par3cular
 group,
 there 
has
 been
 somewhat
 of
 a
lackluster
response 
of
firms
in
Australia 
to
see
the
poten3al
value 
in
ins3ga3ng
digital 
rela3onships
with
such
groups,
or
beYer
s3ll
ins3gate
your
own
groundswell
around
a
par3cular
issue.This 
isnt
difficult
from
an
online
perspec3ve
when
you
have
such
phenomenal 
tools,
oTen
free,
at
your
 disposal.
 
 The
 recent
 floods
 in
 Queensland,
 in
 par3cular
 the 
 huge 
 numbers 
 of
 people
wrestling
with
insurance
companies 
has
prompted
numerous 
law
firms 
to
jump
into
the 
space.

For
example,
Maurice
Blackburn
Cashman
had
a
page
dedicated
to
the
issue
in
no
3me.
The
real 
trick
of
course,
 if
 firms 
are 
serious 
about
 making
a 
real
dent
in
the
issue,
 is
to
not
just
dedicate
a 
page
on
your
 website,
 but
rather
 take
out
 a 
fully
 fledged
domain
name,
throw
 some
great
content
at
it
that
is
innova3vely
packaged
and
harness
social
media
to
create
a
community.In
the
case
of
emerging
issues 
such
as 
the
floods,
most
firms
will 
dilly
 dally
 way
too
long
and 
the
opportunity
 to
build
 a 
community
 around
 the
issue
 will
be 
lost.
 
 Its 
counter‐intui3ve 
to
 most
lawyers,
but
the
approach
in
the
digital
space
is
most
certainly,
ready,
fire,
aim.Law
Firm
Web
Design
and
Content
Management
SystemsProfessional
 Services 
Web
 Design
 is 
 oTen
 wrongly
 predicated
 upon
 aesthe3cs 
as
 opposed
 to
func3onality.Aesthe3cs 
are
hugely
important,
but
the 
grunt
of
website 
that
will
work
for
your
firm
day
aTer
day
is 
 about
 func3onality.
 Func3onality
 emanates 
 from
 firstly
 and
 foremostly
 having
 a 
 marke3ng
strategy
that
signifies
the 
role
your
website 
will 
play
in
user
engagement
and
conversion.
In
other
words,
how
will 
your
firm
generate 
content,
what
will
the
content
be,
will
it
be
syndicated
across
different
plasorms,
par3cularly
social 
media,
the 
frequency
 of
that
content,
who
will
coordinate 
it
and
of
 course,
 who
and
how
will 
the
content
 be
uploaded.
 These 
ques3ons 
emanate
from
 the
concession
that
to
perform
well
online,
your
firm
simply
has
to
produce
great
content,
regularly.Secondary
 to
 this 
batch
 of
 ques3ons 
is 
"What
 plasorm
 will 
 best
 enable
 your
 law
 firm
 to
 do
whatever
it
takes,
day
aTer
day
to
keep
innova3ng,
genera3ng
and
syndica3ng
content?"
    • We
highly
recommend
and
principally
use
WordPress 
for
all 
our
own
plasorms 
and
those
we
build
for
our
clients.
Why?
Because
of
the 
open‐source 
nature
of
Wordpress,
the 
goodwill
of
developers
within
 the 
 community
 and
 the 
 absolute
 sheer
 elas3city
 of
 the 
 plasorm.
 For
 example,
 were
working
with
a
client
at
present
who
wants
his 
firm
to
be
renowned
for
innova3ve,
engaging
legal
service.
In
response
to
his
specific
ques3ons,
WordPress
has
always
answered.But
before
you
get
there,
think
long
and
hard
about
the 
content,
its 
genera3on,
coordina3on
and
syndica3on.Learn
more
about
content
spinning
and
duplica<on,
here.Every
Page
is
a
WinnerMarke3ng
Law
Firms
effec3vely
online
isnt
one
dimensional.Most
 law
firms
and
in
fact
 lots
of
web
designers
neglect
 the 
fact
that
while
your
 homepage
will
bear
 the
grunt
 of
 significant
 traffic
 (if
 youre
doing
 things 
right)
there
are
mul3ple
loca3ons 
or
landing
pages
of
your
site
that
a
prospec3ve
client
might
end
up.So,
if
your
law
firm
has 
a 
content
strategy,
derived
from
the
keywords 
your
chasing
in
the
market,
then
 check
 out
 your
 Analy3cs
and
 youll
be 
surprised
at
 how
 people
find
you
and
in
par3cular,
what
page
of
your
site
was
the
entry
point.Once
there,
the 
ancillary
informa3on
for
a 
firm
can
be 
gold.
For
example,
you
will 
be
able
to
define
the
average
3me
spent
on
the
page,
the 
bounce 
rate
(bouncing
off
your
page 
and
going
elsewhere)
and
of
course,
the
amount
of
traffic
coming
in
via
this
window.Why
is
this
important
in
the
scheme
of
things?Well,
increasingly
with
the
sheer
amount
of
content
on
the
web,
people
are
far
more 
confident
in
their
searches.
In
other
words,
when
they
once
may
have
typed
in
"divorce,"
they
may
now
type 
in
"opposing
 a
 divorce
 applica<on"
 or
 "can
 I
 get
a
 divorce
in
 Australia
 if
 married
 overseas”.
These
more
descrip3ve
searches
are
called
"long
tail"
and
are 
so
oTen
ignored
in
the
marke3ng
strategy
of
law
firms.So,
in
responding
to
long
tail
searches,
you
need
to
ensure
that
the
page 
holding
the
informa3on
is
capable
of
conversion.
 Conversion
may
not
 necessarily
 mean
that
 the 
searcher
 becomes 
a
client
today,
but
 it
 may
 mean
that
 content
on
this 
long
tail
page 
encourages 
the
searcher
 that
 if
 they
want
more
informa3on,
they
can
download
your
"Divorce 
Guide"
in
return
for
their
email
address.
Now,
youve
got
 this
poten3al 
client
 engaged
and
plugged
in
which
is
far
 beYer
 than
landing
 on
your
page
and
exi3ng.
    • The
 other
 obvious
 feature
 of
 tracking
 your
 pages 
 is
 that
 you
 may
 invariably
 find
 one
 page
performing
 extraordinarily
 well.
 If
 thats 
 the
 case,
 it
 may
 be 
 worth
 following
 the 
 trend
 and
throwing
more
content
up
like
it.Think
about
every
page,
every
 post
 and
every
 piece
of
your
 law
firms
content
thats
out
there
in
the
ether.
Is
it
working?Our
soon
to
be
released
Law
Publisher
program
designs
and
generates
your
content
into
guides,
e‐books
ect
Law
Publisher
is
inclusive
in
most
of
the
Grow
your
Firm
Monthly
PackagesIs
your
Law
Firm
Updating
its
Website?Your
law
firm
must
have
a
website,
full
stop.If
you
are 
considering
a 
website
or
upda3ng
your
current,
the
thing
you
must
realize 
is 
that
both
design
 and
 search
 engine
op3miza3on
(SEO)
 are
intrinsically
 linked.
 But
 dont
 expect
 your
 web
developer
 or
designer
to
be 
across 
both
of
these.
We
are
amazed
out
how
 many
 law
firm
sites
come
online,
yet
 are 
ignorant
of
the
basis
SEO
principles.
To
put
it
bluntly,
if
your
site
looks
great
but
hasnt
got
a
core
of
great
SEO
func3onality,
your
firm
just
wont
be
found
online.One
of
the
most
common
reasons 
we
have
found
for
sites 
not
being
well 
op3mized
or
designed
for
that
maYer,
has
been
the
law
firms
confusion
that
IT
=
Web
Design,
Development
&
SEO.
It
isnt.Grow
your
 Firm
provide
design,
development
and
SEO
 services,
but
 if
you
want
 to
contract
your
own,
 ensure
that
 the 
bases 
of
good
 design,
 effec3ve
func3onality
 and
 SEO
 are
in
 the 
mix
 and
preferably
 that
 each
 of
 the 
 par3es
 are
 conversing
 together.
 Not
 to
 men3on,
 if
 your
 firm
 is
considering
a
social
media
bent,
it
similarly
needs
to
be
contemplated
during
the
design
mark‐up.You
cannot
design
without
a
good
understanding
of
contemporary
Law
Firm
SEO
prac3ces.
    • Search
Engine
Optimization
    • Hows
Your
Meta‐Tags,
Keywords
and
Content?Yep,
its 
a 
huge,
huge 
issue
for
 law
firms
and
can
grind
their
law
firm
marke3ng
strategy
 to
a 
halt.
This 
is
what
 happens 
OK.
They
 invariably
 ring
up
a 
web
designer
 who
comes
out
 with
his 
bag
of
tricks
and
says,
"what
 do
you
want
the 
site 
to
look
like?"
In
response,
all 
and
sundry
provide 
him
with
a 
list,
he
goes 
away
 confused
and
does
up
something
that
 is
middle‐ground.
 He
returns 
to
show
the 
product,
fully
expec3ng
varia3ons
and
then
goes
away
 and
aYends 
to
them.
The 
site 
is
built,
the 
client
is
sort
of
OK
with
how
it
looks,
the
web
design
company
 gets
paid
and
they
 never,
ever
see
each
other
again.OK,
we
think
design
is 
very,
very
 important
 but
it
 plays 
less 
of
a 
role
to
geNng
found
by
 Google.
Years 
ago,
 all 
these
 great
 sites
that
 went
 whizz,
 bang,
 pop
 were 
never
 found
 by
 Google.
 They
played
 beau3fully
 for
 the 
 ar3s3c
 heart
 of
 the
 designer,
 but
 were 
 wretched
 in
 driving
 traffic.
Content
is
King!Last
week
we
went
to
work
with
a
client,
looked
under
the 
bonnet
of
the
website 
and
by
Crikey,
it
was
horrendous.
 Not
 one 
piece 
of
useful 
content
thread
that
Google
or
 any
 other
 search
engine
was
going
to
find.
A
73
page
website,
with
so
much
effort
from
the
team
of
lawyers 
and
no
wonder
for
the
last
 two
years 
theyve
been
wondering
whats 
wrong
with
them.
Whats 
was 
wrong
 with
them
 was
they
 went
 off
to
a 
web
design
company
 that
cared
liYle
for
their
 firm
and
less
about
asser3ng
the 
importance
of
content
and
search
engine
op3miza3on.
My
team
at
Grow
your
Firm:
The
Law
Firm
Marke3ng
Company
deal
with
it
excep3onally
well
at
our
Tips
sec3on
on
our
site.But,
in
the
meanAme,
if
youre
a
law
firm
contemplaAng
a
re‐design,
dont
whatever
you
do
fall
into
the
trap
of
thinking
a
website
is
all
about
aestheAcs.
Instead,
contact
us
and
from
our
collecAve
experience
of
working
with
a
great
bunch
of
law
firms
who
are
kicking
goals
online,
well
put
you
on
the
right
track,
guaranteed.
Ring
me
now
on
0421
950
355
or
at
the
office
on
1300
886
322Is
Your
Law
Firm
Marketing
Strategy
Relying
on
Duplicate
Content?You
 see
 this 
so
 oTen.
 Law
 firms 
wan3ng
 to
 rank
 well 
who
fall 
for
 the
 old
 trick
 of
 duplica3ng
content,
 or
 worse,
 supply
 their
 content
 to
 third
 party
 sources 
 for
 a 
 fee,
 some3mes 
 at
 the

    • recommenda3on
of
law
firm
marke3ng
consultants,
and
have
their
content
re‐spun
on
other
sites,
as
well
as
their
own.Its 
a
big
mistake
and
can
see
your
firms 
website
relegated
to
the
back
of
the
field.
That
said,
there
may
be 
some
legi3mate 
reasons
as
to
why
you
need
to
duplicate 
content.
If
your
firm
is
duplica3ng
large
blocks 
of
content,
 then
you
should
be 
across 
canonicaliza3on,
 which
essen3ally
 is
advising
Google 
which
content
 you
want
 them
to
consider
 as 
the
most
 important.
 Accordingly,
 any
 links
that
 may
 derive
from
 the 
page 
that
 you
 have
the
duplicate
content
 on,
 will 
be
directed
to
the
original 
page.
Its 
a
bit
tricky,
but
if
there
is
someone
in
your
 firm
with
a
head
for
 it,
they
 should
read
this
from
Google.The
take 
home
message
is 
really
 this.
 If
you
have 
someone 
in
or
 outside 
your
firm
looking
aTer
content,
than
insist
 that
 they
 are
not
duplica3ng
content,
 and
in
circumstances
where
they
 are,
have
got
redirects 
ac3ve 
between
the
content
pages.
You
can
also
do
a 
snoop
by
 using
the
tools
we
pointed
out
in
this
law
firm
marke3ng
post.In
fact,
prior
to
hiring
a 
consultant
or
SEO
company,
plug
them
in
to
the
link
tool 
that
is 
discussed
in
that
post
and
see 
what
it
reveals.
If
theyre 
running
duplicate 
content
all 
over
the 
place 
on
their
own
site,
chances
are
theyll
do
it
to
you
too.
Getting
Your
Law
Firm
Marketing
Strategy
LinkedA
link
building
strategy
just
has
to
be 
an
integral 
part
of
your
law
firm
marke3ng
strategy,
yet
from
our
experience
in
working
with
firms
in
Australia
and
most
recently,
NYC,
it
is
oTen
ignored.A
link
is 
essen3ally
a 
link
from
a
website 
to
your
website.
Now,
there
are 
a 
couple
of
differen3a3ng
features
when
it
comes
to
links.
A
link
may
be
appearing
on
a 
referring
website
just
like 
this
Smith
Lawyers,
linking
the
phrase 
"Smith
Lawyers"
to
their
website.
Alterna3vely,
and
this
is 
where
there
is 
some
real 
potency,
a 
link
which
features
the 
keywords 
for
which
your
law
firm
is 
wan3ng
to
be
found
for.
So,
for
example,
it
might
be
the
case
that
a 
great
link
on
a
well
ranked
site
for
your
firm
would
be
"personal 
injury
 lawyer"
with
this 
phrase 
hyperlinked
back
to
your
website.
This 
adds 
a
liYle
more
Google
juice
because
of
the
fact
that
the 
linking
text
contains 
keywords 
for
which
your
law
firm
wants
to
dominate
for.GeNng
a 
sense
of
what
links 
your
compe3tors 
have 
is
obviously
a
great
place
to
start.
In
this 
case,
go
here
and
type 
in
your
compe3tors
address 
and
it
may
 well
be
likely
that
you
can
acquire
some
links
from
the 
very
sites 
that
are 
linking
to
them.
Of
course,
the
best
links 
will 
be 
those
that
derive
from
a
site
with
a 
good
page
rank.
You
can
find
out
Google
page
rank
here
.
Your
 firm
should
be
trying
to
acquire
links
from
those
sites
that
have
a
Page
Rank
of
3
or
higher.
    • Undoubtedly
 you
 may
 turn
 up
 links 
that
 your
 compe3tor
 has 
from
 obscure 
sites 
that
 bear
 no
connec3on
 whatsoever
 to
the
firms
prac3ce.
 Id
 recommend
staying
 clear
 of
 these.
 These
are
typically
referred
to
as 
link
farm
sites
and
Google 
has
been
unrelen3ng
of
late
in
penalizing
sites
that
are
associated
with
them.Content,
Content
and
ContentIts 
no
longer
a
maYer
of
choice.
Intrinsic
to
your
law
firm
marke3ng
strategy
has 
to
be
your
firms
commitment
to
generate
user‐centric
content.
Full
stop.Everyday,
via 
a 
desktop,
laptop,
a 
mobile
phone,
an
iPad,
Android
and
even
a 
television
people
are
consuming
 informa3on
 at
 a
 phenomenal 
 rate.
 The
 internet
 has 
 become 
 the 
 quintessen3al
informa3on
 tool,
 as
evidenced
by
 the
growing
 trend
 of
people
conduc3ng
long
 tail 
searches.
 A
long
tail 
search
being
one
that
is 
specifically
 targe3ng
the 
informa3on
you
are
trying
to
locate,
as
opposed
to
the
use
of
general
terms.But
despite
people 
now
wan3ng
good
quality
informa3on,
when
it
comes 
to
a 
law
firms 
response
to
the
provision
of
such
informa3on,
for
most
firms 
it
s3ll
remains
incredibly
bland.
Thats 
to
say,
instead
of
being
user‐focused
in
its
produc3on
and
facilita3on;
 it
normally
is 
long
pieces
of
text,
full 
of
 legal 
terminology.
 While 
deconstruc3ng
 legal
rhetoric
 is 
easier
 said
 than
 done,
 it
 has 
to
become
entrenched
in
your
content
strategy.When
speaking
about
content
strategy
generally,
Kris3na
Halvorson
is
a
terrific
resource.
According
to
Kris3na,
your
web
content
is
useless
unless
it
does
one
or
both
of
the
following:
(a)
Supports
a
key
business
objec3ve;(b)
Supports
a
user
(or
client)
in
comple3ng
a
task.When
youre
taking
stock
of
your
 current
 web‐presence,
 ask
yourself
 is 
every
 piece
of
 content,
every
 page
and
 every
 form
 achieving
these
objec3ves.
 Is 
the 
site
easy
 to
navigate?
Are 
people
finding
what
theyre
looking
for?Integral
to
your
 law
firm
marke3ng
 strategy
 has 
to
be 
the
ability
 to
understand
the 
Analy3cs
on
your
site
and
of
course,
the 
ability
to
locate
any
user
impediments.
For
example,
we 
were
recently
working
with
a
client
 who
understandably
 thought
 that
the
low
bounce
rate
(percen3le 
measure
of
how
long
someone
is 
on
pages 
or
posts 
of
your
site)
on
their
site 
was 
a 
great
thing.
 However,
the
exit
 rates 
were 
incredibly
 high,
indica3ng
 that
 users 
more 
than
likely
 may
 have 
become
lost
and
 not
 sure
what
 to
do,
 so
 they
 lingered
longer,
 but
 ul3mately
 exited
at
 alarming
 rates.
 Your
Analy3cs 
 is
 a 
 great
 place
 to
 start,
 not
 only
 in
 the
 iden3fica3on
 of
 issues,
 but
 of
 course
opportuni3es
 as
 well.
 What
 are 
 best
 performing
 pages 
 or
 posts
 on
 your
 website?
 Is 
 there
 a
possibility
of
genera3ng
more
of
that
content,
or
wri3ng
other
unrelated
content
in
a
similar
way?
If
 youre 
convinced
that
 your
 firm
 is
genera3ng
 client‐focused
content
 but
 the
uptake 
is 
low,
 is

    • there
 a
 naviga3on
 issue,
 or
 does 
 the
 informa3on
 need
 to
 be
 broadcasted
 using
 a 
 different
medium.
Is
a
video
warranted
instead,
or
an
audio
clip,
a
webinar
or
screencast?Content
strategy
is 
undoubtedly
 a
complicated
undertaking,
but
when
done
well
pays 
excep3onal
dividends.
 Ideally,
 a 
 content
 strategy
 is
 the
 primary
 deriva3ve 
 of
 which
 your
 web
 plasorms
emanate.
 So,
 if
youre
considering
re‐design,
than
most
certainly
 incorporate 
a 
content
 strategy.
Conversely,
if
you
dont
want
to
go
down
that
track
of
re‐design,
a
content
audit
may
work
for
your
firm.We
can
help,
but
if
you
want
to
help
yourself,
read
Content
Strategy
by
KrisAna.
A
good
primer
is
here
for
freeIs
Your
Firm
Generating
Video?We
use
video
as 
a
key
law
firm
marke3ng
strategy
with
all 
of
our
clients.
Why?
Because 
it
works.
To
give 
you
a 
heads‐up,
 a 
dead
in
 the
water
 web
presence
of
one
such
client
 went
 from
 minimal
traffic
 to
over
 1,100
in
just
 four
weeks.
 Sure,
 we
did
a 
heap
of
other
stuff
too,
but
by
 and
large
when
we 
crawled
through
the 
analy3cs
(which
we
do
everything
in
response 
to)
the
traffic
was
going
ballis3c
over
 the 
video
and
conver3ng.
I
had
a 
great
 chat
with
Law
Firm
Marke3ng
Legend
Larry
Bodine
last
week
and
he
said,
"video,
video
and
more
video."
We
couldnt
agree
more.
But
here
is 
your
 firms 
problem.
You
havent
 got
the
capacity
 to
do
it.
 Conserva3vely,
it
 will
cost
you
in
the 
vicinity
of
$5,000
‐
$8,000
for
25
‐
30
videos 
produced,
edited,
syndicated
on
your
own
site
 and
across 
mul3ple
 channels.
 The
laYer
 is
so
 important!
 sure,
 there
 are
plenty
 of
 punters
around
saying
its
simple,
just
go
out,
 by
 a
camera 
and
do
it
all 
yourself.
 Wrong,
wrong,
wrong.
In
the
 very
 least,
 youre
 going
 to
 need
 a 
 great
 set
 of
 lights,
 microphones,
 booms,
 post‐edi3ng
soTware 
and
you
will
have 
to
jig
your
website
to
accommodate
it,
as
well 
as 
syndicate 
the
video.
Its
not
simple!Instead,
come 
and
see
Grow
your
Firm
and
well 
take
care 
of
everything,
including
web
design
(on‐going),
 development,
 SEO,
 social
 media,
 video
 produc3on,
 edi3ng
 and
 syndica3on,
 content
genera3on
and
syndica3on,
email
campaign
management
and
a
whole
lot
more.Not
persuaded.
Contact
us
on
1300
886
322
and
well
give
you
the
contact
details
of
our
clients.
You
can
ask
them.
    • How
to
Perform
for
the
RingmasterIt
 might
 sound
like 
a 
stupid
ques3on,
 but
 “what
is
your
 Law
or
 Accoun3ng
Firm’s 
website 
being
found
for.”To
 put
 it
 another
 way,
 “What
 keywords 
or
 phrases
would
 a 
poten3al 
client
 have 
to
 type
 into
Google
Search
to
find
your
law
or
accoun3ng
firm?”If
you 
don’t
have
a
clue,
that’s
by
no
means 
unusual
and
in
fact
is 
the
most
synonymous
response
to
the
ques3on.
But
it
invariably
is
the
case
for
those
firms
who
are
oblivious
to
what
they’re
being
found
for
who
usually
rank
so
poorly,
or
not
at
all
in
Google
lis3ngs.There
are 
of
course
excep3ons
to
the
rule,
 par3cularly
in
the
case
where 
through
sheer
 luck
the
firm
registered
a
domain
name 
that
had
some
preYy
potent
keywords 
contained
in
it,
or
when
the
internet
was 
a
pup,
jumped
on
quickly,
got
 a 
site 
up
and
have 
been
adding
content
it
ever
since.
For
example,
we’re
working
with
a
firm
at
present
that
 has
got
 excep3onal
posi3oning
in
Google
through
no
real
concerted
effort
on
their
 part
 other
than
being
around
for
 a
very,
very
long
3me
online.When
it
comes
to
online
search,
Google
is 
the
ringmaster.
Sure,
there
are
other
search
engines 
and
plasorms,
but
by
and
large 
Google
is
who
your
law
or
accoun3ng
firm
has 
to
perform
for.
She
is 
a
tough
ringmaster,
but
fair,
even
though
at
3mes 
she
is
prone
to
changing
the 
rules
without
broad
consulta3on.Her
organizing
methodology
has
two
main
func3ons:
1.
Indexing
(iden3fying
the
type
of
informa3on
it
finds
and
analyses
it)2.
Authen3ca3ng
(assessing
the
usefulness
of
the
informa3on
and
its
quality)In
the
iden3fica3on
of
the
informa3on,
her
spiders 
or
bots 
crawl 
through
all
the
pages
and
posts
of
your
website,
grabbing
at
key
 messages
embedded
into
the 
code 
of
each
entry.
More
specifically,
the
spiders 
primarily
pull 
keywords
denoted
in
the
3tles 
and
descrip3ons 
that
you
have
purposely
placed
 there.
 These
3tles
and
descrip3ons
 referred
 to
 in
 geek
 speak
 as 
meta‐descrip3ons 
and
meta‐3tles
appear
in
the
Google
Search
lis3ngs.Now,
the 
search
term
you
wish
your
informa3on
to
be
found
for
should
be 
placed
first
in
the
meta‐3tle
and
the 
meta‐descrip3on,
in
a 
commercial
sense
should
be
somewhat
of
an
elevator
pitch.
It’s
this
descrip3on
that
has
the
job
of
primarily
persuading
the
searcher
to
open
up
the
site.In
conjunc3on
with
these
key
elements,
the
spiders
and
bots 
examine
the 
content
on
the
page 
or
post
and
in
the
absence
of
a 
3tle 
and
descrip3on
they
will
grab
at
anything
they
think
defines 
what
the
informa3on
is
about,
and
then
of
course
broadcast
their
interpreta3on
of
it
to
the
World.The
meta‐3tle
and
meta‐descrip3on
can
be 
added
easily
 via 
the
content
management
system
on
your
 website.
If
you
haven’t
 one,
you
most
definitely
 need
one
or
 a
developer
 close
by
 who
can
add
them.
Remember,
this 
isn’t
just
the
home 
page,
but
every
 page 
or
 post
on
your
site
requires

    • these
key
characteris3cs.
Don’t
wrongly
assume
that
all 
traffic
will
enter
via
your
homepage.
Every
page
or
post
on
your
site
has
a
job
to
do.It
follows
that
 those
firms 
who
are
aYen3ve
to
the 
keywords
they
wish
to
be
found
for
 and
place
them
both
in
the
meta‐3tles 
and
meta‐descrip3ons
and
in
the 
text
content
itself,
all 
things
being
equal,
 they
 will
get
 found
for
 those
keywords 
or
 phrases.
 BeYer
 s3ll,
 if
 the
firm
 has
conducted
some 
keyword
research
and
as 
a 
result
consider
they
can
rank
well
for
those
words,
and
then
they
may
find
excellent
ranking
opportuni3es
for
them.Let
me 
explain
a 
liYle 
more.
If
you’re
a 
criminal 
law
firm
and
intend
to
write
content
in
rela3on
to
drink
driving,
 then
 instead
 of
 just
 wri3ng
 it
 up
and
pos3ng
 it
 on
your
 website,
 head
 across 
to
Google
Adwords
here:Google 
Adwords
Keyword
Tool 
provides
a
useful
gauge 
as 
to
how
popular
par3cular
 search
terms
are.
 If
 your
 law
firm
 is 
already
 involved
 in
a
pay
 per
 click
 campaign,
 then
the
keywords
in
your
adver3sement
should
derive
from
this
tool
or
equivalents.Enter
the
keyword
or
keywords 
and
ensure
the
search
loca3on
is 
Australia.
Lets 
say
 it
was 
"drink
driving."Following
 the
first
 return
of
 results,
go
 to
the 
leT
 hand
side
of
this 
page,
 uncheck
“broad”
 and
check
 “exact.”
 You
 will
now
be
provided
with
an
 exact
 local 
monthly
 search
 of
people
entering
“drink
driving.”According
 to
 the
Keyword
 tool,
 3,600
 people
 every
 month
 are
 entering
 this
 exact
 phrase 
into
Google 
each
month.
But
it
may
well 
be 
likely
that
the
term
is 
s3ll 
too
broad
to
really
acquire
good
conversion
given
that
you’re
a
Brisbane
law
firm.Accordingly,
 you
may
 now
 wish
to
be
more
specific
 and
 search
“drink
 driving
 Brisbane.”
 This 
is
what
commonly
is 
referred
to
as 
a 
“long
tail”
search.
It
returns
approximately
58
monthly
searches.
Now
that
 is 
the
return
for
 people 
typing
that
 exact
phrase
and
there
will
be
of
course 
significant
varia3ons 
that
 people
will
enter
 which
will
translate
into
 a
higher
 volume
of
people
poten3ally
hiNng
on
your
 page
or
 post
 if
you
 had
3tles,
 descrip3ons 
and
content
 rela3ng
to
 this 
keyword
term.The
Google 
Keyword
Tool
also
provides
an
informa3on
bar
 rela3ng
to
compe33veness.
We 
have
found
 it
 to
 be
 not
 that
 accurate
and
can
 dissuade
firms 
from
genera3ng
 content
 because
 they
wrongly
perceive 
that
they
would
not
be 
capable 
of
penetra3ng
the
market
for
content
rela3ng
to
the
precise
keywords.
We 
have 
worked
with
some
firms
who
because 
of
the
weight
they
 hold
in
Google 
can
literally
 dominate
search
results 
for
 whatever
 keyword
term
they
 choose
some3mes
overnight.Be 
that
as 
it
may,
returning
to
the
case
of
the 
law
firm
wan3ng
to
dominate
the
market
for
“drink
driving,”
 the 
proposed
 page
or
 post
 meta‐3tle 
should
be
“Drink
 Driving
 Brisbane
|
 John
 Smith
Lawyer.”
 The
meta‐descrip3on
 should
also
pick
up
the 
keywords
as 
well
and
may
 be
something
like,
“Have
you
been
charged
with
drink
driving
in
Brisbane?
Are 
you
concerned
about
losing
your
license?
John
Smith…”
    • The
meta‐3tle
should
be
no
longer
than
12
words
and
the
meta‐descrip3on,
25
words.In
the 
first
paragraph
of
the
content,
you
would
again
use
those
keywords,
but
be
careful
not
to
go
overboard.
Google
can
spank
sites 
fairly
severely
for
keyword
stuffing.
The
best
rule
of
thumb
is 
to
ensure
that
it
reads
well
and
isn’t
too
repe33ve.In
our
 experience,
 most
law
 and
accoun3ng
 firms
do
not
 ever
 consider
 keyword
research
when
marking
up
any
 content
for
their
website.
Hence,
the 
firms 
that
have
an
online
marke3ng
strategy
with
 a 
 focus 
 on
 content,
 in
 par3cular
 well‐craTed
 content
 that
 derives 
 from
 good
 keyword
research
are
domina3ng
the
market
and
from
all
reports,
will
do
so
in
the
future.If
you
need
more
help,
contact
usSEO
and
Your
Accounting
or
Law
FirmDion
Algeri
opened
a 
can
of
worms 
in
his 
post
on
SEO
for
Law
Firms
on
a 
Linkedin
Group
recently.
Its 
well 
worth
a
look.
He
advocates 
a 
philosophy
 that
is
aligned
with
Google
and
that
is,
generate
great
content
consistently,
abide
by
a 
few
of
the
basic
SEO
techniques 
and
Google
will 
reward
you.
If
your
firm
is
doing
everything
itself,
then
read
the
post
and
its
comments,
then
watch
the 
video.
You
will
be
beYer
informed. Watch
video
at
www.youtube.com/embed/tQQmq9X5lQwHas
Your
Law
Firm
Got
a
Good
Idea?With
 the
sheer
 online 
tectonic
 shiT,
 smart
 law
 firms
are
increasingly
 considering
 how
they
 can
automate
some
of
their
services
to
both
reduce
costs
to
the
legal
consumer
and
the
firm.At
 present,
 were 
 building
 out
 a 
 couple 
 of
 automated
 solu3ons 
 for
 law
 firms,
 in
 par3cular
 a
completely
 automated
online
will 
kit
and
a 
web
plasorm
that
engages 
personal
injury
clients
on
a
number
 of
levels 
in
rela3on
to
their
 maYer
and
of
course,
take
some
client
related
stress 
off
the
lawyer
or
aYorney.If
your
firm
has 
a 
head
for
innova3on,
but
are
lacking
the
capacity
to
implement,
then
contact
us.
Perhaps
we
can
co‐create?
    • Is
Your
Firm
Speaking
Another
Language?Ge]ng
started
in
trying
to
generate
content
that
speaks
the
language
of
a
potenAal
client
and
is
capable
of
being
found
by
the
search
engines
isnt
for
the
fainthearted.If
 we
can
 offer
 any
 advice 
from
 our
 experience
in
 working
 with
a 
host
 of
 leading
 professional
service
firms
in
Australia,
it
is
to
start
thinking
from
the
client
perspec3ve.In
 this
 landscape 
that
 is
undergoing
 a
tectonic
 shiT,
 your
 firm
 has
to
 concede
that
 content
 is
fundamentally
 important
 and
 is 
intrinsically
 linked
 to
search
 engine
 op3miza3on
 (SEO),
 Google
Page
Rank
and
ul3mately
online 
dominance.
In
other
words,
your
firm
can
do
very
well 
online
but
it
must
come
from
a
paradigm
shiT
 within
your
firm
that
sees
the 
produc3on
and
prolifera3on
of
excellent,
useful,
and
well‐thought
out
content
as 
a 
key
element
of
your
marke3ng
strategy.
It
has
to
become
part
of
your
firm’s
DNA.But
 when
 it
 comes 
to
the
genera3on
 of
 that
 content,
 you
 need
 to
 do
 your
 homework.
 Simply
genera3ng
 content
 without
 thought
 to
 the
 persona
 of
 the
 poten3al 
person
 who
 will
 read
 it,
whether
theyre
interested
and
how
will 
they
find
it,
are 
the 
integral 
ques3ons 
in
the
produc3on
of
any
good
content
intended
to
be
effec3ve 
for
your
firm.
As 
lawyers,
or
accountants 
we
can
tend
to
revert
to
legal
speak
and
before
we
know
it,
the
communica3on
thread
becomes
lost.One
of
 the
great
ways 
to
always 
have
the 
client
 perspec3ve
in
mind
is 
to
develop
a 
persona 
for
them,
or
if
you
have
a
diverse
prac3ce,
a
series
of
personas.A
persona
is 
your
 firms 
very
 own
in‐house 
client
that
you
run
every
 marke3ng
message
past.
 In
working
with
a
firm
recently,
we
created
Robert
Wells,
a
38
year
old
father
of
three,
who
works
at
the
local 
meatworks,
enjoys
a 
few
beers
with
his
mates
every
Friday
night
at
the
local
Hockey
Club.
He
was 
schooled
 un3l
Grade
9
 at
 the
State
High
 School 
and
married
his 
childhood
sweetheart,
Mary‐Anne.
Their
marriage
now
is
on
the
rocks.Robert
 represents
 a 
 reasonable 
 slice
 of
 the
 firms 
 family
 law
 prac3ce.
 In
 craTing
 marke3ng
messages
and
content
generally,
 we
now
never
 lose 
the
opportunity
 of
 considering
what
Robert
would
think
of
it.
Is 
it
in
his 
own
language?
Is
it
too
verbose?
Will 
it
work
for
him?
Will 
it
add
value
to
him?
How
can
we
influence
him?Of
course
firms
with
a
commercial
law
bent
 shouldnt
 be
reluctant
in
adop3ng
similar
 methods
either.
Who
is 
the
firms 
"perfect"
client?
Is 
it
John
Emery,
the 
Property
Developer?
How
can
your
firm
craT
 messages
that
will 
cut
through
to
him?
What
is
the
best
medium
to
u3lize
in
reaching
John
and
those
like
him?Crea3ng
personas 
is 
an
incredibly
useful
tool.
Segment
the
prac3ce
areas
of
your
firm
and
create
personas
for
each,
or
even
a
few
different
personas 
for
each
area 
and
never,
ever
generate
content
without
 running
it
 by
 them.
 Inevitably,
 this
content
 shiT
 will 
dictate
to
all
the
marke3ng
 touch‐points
in
your
law
firm.
Alignment
for
the
beYer
dont
you
think?Our
Team
are
trained
and
accredited
in
Belbin
Team
Role
Theory
and
the
Enneagram.
We
bring
another
dimension
to
markeAng
your
law
firm.
Contact
us.
    • Lawyer
Marketing
PlanWhats
your
accountant
or
lawyer
marke<ng
plan?It
may
sound
like 
a 
ridiculous 
ques3on,
but
in
a
recent
chat
with
Larry
Bodine,
possibly
the 
Worlds
most
 renowned
law
firm
marke3ng
expert;
he
reiterated
the
importance 
of
lawyers 
in
every
 firm
being
ac3ve
par3cipants
as
opposed
to
bystanders
in
marke3ng
the
firm
generally.Larry,
 in
 a
 forthcoming
 podcast
 feature,
 iden3fied
 4
 strategic
 parts 
 to
 a
 lawyers
 individual
marke3ng
plan.
He
suggests
each
lawyer
in
the
prac3ce
taking
4
pieces
of
paper.On
Page
one,
is
the
sales 
plan
which
should
mark
up
a 
list
of
your
law
firms 
top
10
 clients.
 Larry
suggests
seNng
a
date
when
you
can
visit
the
client
and
really
engage
with
them.On
Page 
two
of
the 
plans 
iden3fy
 the
top
10
referral 
sources 
of
your
law
firm.
 Again,
 you
meet
with
these
referral
sources 
both
to
engage
and
of
course 
iden3fy
 the
poten3al 
reciprocal
referrals
your
firm
may
be
able
to
offer.The
other
 2
 pages 
or
aspects
of
the 
plan
are
absolutely
 essen3al 
to
any
 robust
 and
effec3ve
law
firm
marke3ng
strategy.It
equally
applies
to
accountants.The
Law
Firm
MarkeAng
Podcast
Feature
with
Larry
Bodine
and
other
Law
Firm
MarkeAng
Experts
is
available
here:
www.lawfirmmarkeAngpodcast.com
Content
Spinning
&
DuplicationThere
are
some
scurrilous
prac3ces
out
 there
being
adopted
 by
 internet
 marke3ng
services 
on
behalf
of
law
firms,
one
of
which
is
content
spinning.Content
Spinning
is
essen3ally
where 
you
supply
a
blog
ar3cle
on
an
area 
of
prac3ce,
submit
to
a
person
or
unknown
company
 that
literally
seed
the
blog
post
on
numerous 
other
unrelated
blogs.
For
example,
we
recently
 noted
one 
marke3ng
specialist
who
had
a
blog
entry
 spun
on
mul3ple
blogs 
including
those 
with
dubious
3tles 
like
Brisbane
Car
 Rental
Blogs,
Australian
HandBags 
and
Op3mum
Dry
Cleaning.
Now,
the 
purpose 
of
doing
this
is 
essen3ally
to
escalate 
your
posi3on
up
a
few
notches
in
Google
as 
a
result
of
the
links
from
these
blogs 
back
to
your
site.
Its
sought
of
like
a
sugar
fix
and
can
give
your
site
a
liYle
rush
that
more
3mes
than
not
will
not
sustain.However,
 the
 risks
 of
 geNng
 caught
 up
 with
 marke3ng
 services 
 that
 adopt
 this 
 type
 of
methodology
to
their
work
are
fraught
with
risk.
Not
only
is 
Google
well
aware
of
this 
prac3ce
and
spanking
those
websites
involved
in
it,
but
it
can
significantly
denigrate
your
service
if
your
content
is 
aYached
to
completely
unrelated
and
dubious
sites.
In
fact,
we 
recently
no3ced
on
one 
occasion
that
 the 
 legi3mate
 business
 website 
 was
 ranking
 #1
 for
 a 
par3cular
 search
 term,
 only
 to
 be
followed
by
a
blog
entry
generated
by
the
firm,
but
placed
on
a
blog
with
a
very
discriminate
3tle.
    • The
take
home
message
here
is 
treat
your
firms
content
with
respect
and
dont
risk
it
with
a
third
party
link
building
spin
service,
no
maYer
how
good
the
promise.Learn
more
about
Law
Firm
MarkeAng
Strategy.Marketing
Law
Firms
with
AdWordsIs
your
law
firm
marke3ng
strategy
contempla3ng
Google
AdWords?It
 goes
without
saying,
 but
 effec3ve
search
engine 
marke3ng
(SEM)
is 
dependent
 upon
a 
really
good
understanding
of
not
 only
what
poten3al 
clients
are
looking
for,
but
 also
a
response
that
 is
likely
to
convert
the
searcher
into
a
client.If
your
law
firm
marke3ng
strategy
already
consists
of
a
Google
AdWords 
campaign,
then
it’s 
likely
youve
been
disappointed
with
it.
Like
any
web
plasorm,
be 
it
your
website 
or
use
of
social 
media,
an
AdWords 
campaign
at
best
will 
only
convert
a 
person
who
is 
at
the
end
of
the
"buying"
process.
Now
thats
not
to
say
 that
 you
cannot
engage
with
a 
person
who
isnt
 there
yet.
In
this
regard,
when
it
comes 
to
professional
service
firms,
a 
client
conversion
does 
not
have
to
necessarily
mean
a 
paying
client,
but
rather
should
also
include 
people
who
your
firm
through
its 
campaign
is
now
engaged
 with
 by
 providing
 them
 with
 an
 eBook,
 newsleYer
 or
 some
 other
 subscrip3on
 to
something
of
value.
Another
way
 of
saying
this,
 is
to
ensure
your
 law
firm
marke3ng
 strategy
 is
clear
about
what
ROI
looks
like
and
how
it
will
be
measured.Once
 your
 firm
 is 
 clear
 about
 this,
 keyword
 research
 is 
 obviously
 fundamental
 to
 having
 a
successful
AdWords 
campaign.
In
addi3on,
ensure 
you
create
clear,
 compelling
messages
to
drive
up
your
 clickthrough
rates 
(CTR)
and
do
some
usability
 tes3ng
on
them
by
 crea3ng
three 
or
four
different
ads 
and
determine
which
is 
the
best
performing
via 
your
Google
Analy3cs.
Poorly
draTed
message
content
can
be
expensive
and
will
inevitably
drive
your
campaign
to
a
halt.Last,
but
by
no
means 
least,
having
a
landing
page
specifically
created
for
the
campaign
is
a
must.
So,
instead
of
driving
your
AdWords 
traffic
to
your
website
and
risk
losing
the
poten3al
client
in
an
array
 of
 different
 messages,
 a
 landing
 page
 with
 one
 purpose 
 and
 one
 clear
 message
 can
significantly
increase
your
success.
A
landing
page
doesnt
necessarily
have
to
be
a
sta3c
webpage
though.
 Were
 working
with
 a
client
 at
 present
 and
 are
using
the
firms 
Facebook
 page 
as 
the
landing
page.
Why?
Well,
in
working
with
this 
firm,
our
 ini3al
conversion
goal
is
to
build
a
strong
Facebook
following.Keep
watch,
we
plan
on
doing
a
case
study
on
it.
    • Has
Google
Found
Your
New
Website?Plenty
 of
new
law
firms 
who
launch
their
 site 
can
literally
 wait
months
for
 Google
to
find
it.
 You
can
speed
Google
up
by
supplying
a
XML
Sitemap.Simply
 put,
 when
it
 comes 
to
 your
 law
 firms 
web
design,
 an
 XML
 sitemap
is 
integral.
 An
 XML
sitemap
is 
a 
text
document
that
sets
out
where
all
the
pages 
on
your
site
are,
and
how
users
are 
to
navigate
to
them.
It
literally
 reveals
to
Google
all 
of
the 
separate 
pages,
how
they’re
linked,
 and
helps
search
engines
to
index
your
law
firms
website.Now,
 some
 content
 management
 systems 
 like 
 WordPress
 have 
 plug‐in
 that
 easily
 generate
sitemaps,
but
you
can
do
it
or
make
sure
your
developer
does
it
right
hereNow
you
will
need
a
Google
Webmaster
Account.
Once
you
have
one
visit
Google
hereGet
a
Website
Analysis,
visit
us
hereDoes
your
Law
Firm
Use
Keywords?Does
your
Law
Firm
Website
incorporate
keyword
op<miza<on?Remember
a
keyword
is 
a
word
or
phrase 
that
you’ve
done 
some 
research
on
and
you
think
your
law
firm
website
can
dominate 
the
market
with
it.
 If
you’re 
not
sure
how
to
do
keyword
research
than
Google 
keywords 
is
a 
preYy
 good
place 
to
start
and
if
you
look
in
our
3ps,
 I
give 
you
some
guidance
there.But
here
are
4
3ps
that
I
highly
recommend
if
you
want
an
edge
with
your
law
firm
website.The
first
rule
is 
to
focus 
on
one 
keyword
phrase
for
each
post
or
 page.
In
other
words,
if
 you’re
wri3ng
content
 on
 making
 a 
will,
 than
you
 should
 use
that
 term
 regularly
 in
your
 copy
 and
of
course
it
should
also
be
in
your
meta‐3tle.Second
 rule
is 
that
 the
more
 content
 on
that
 page 
the 
beYer.
 Fortune
 Cookie’s
David
Deutsch
recommends 
a 
minimum
of
400
words,
but
800
is 
good.
Now
be
careful 
you
don’t
go
berserk
with
jamming
those
keywords
into
your
 copy.
 Keyword
density
 is
a 
tricky
 thing.
 The 
right
 density
 will
give 
you
a 
liT,
but
too
much
and
you’ll 
find
your
firm’s 
site
is 
penalized
by
Google.
The 
best
rule 
of
thumb
is
that
if
someone
read
it
and
didn’t
observe
the 
repe33ous 
use
of
the 
term,
than
its 
likely
you’ll
be
OK.Rule
3,
again
with
keyword
density
in
mind,
the
keyword
phrase
needs
to
be
used
oTen.Rule 
4,
dedicate
the 
page
to
the 
keyword
phrase
and
leave
other
topic
to
pages 
craTed
specifically
for
the
keywords
that
relate
to
those
topics.Let
me
be 
honest,
there’s 
fair
bit
to
both
keyword
research
and
implementa3on
on
your
law
firm
website,
but
it’s
not
insurmountable.
Let
us
know
if
we
can
help.If
you
want
more
informaAon,
be
sure
to
sign
up
for
free
to
our
Free
MarkeAng
Guide.
    • Your
Law
Firm
and
the
Tectonic
ShiftThere
are
some
very,
very
bad
law
firm
websites
out
there.The
team
and
I
have
been
looking
at
the 
vast
terrain
requiring
cul3va3on
and
its 
endless.
In
any
one
market,
there
are
at
best
one
or
two
stand‐outs
and
the
rest
are
straggling
way
behind.MaY
Barrie,
the
BRW
Entrepreneur
of
the
Year
and
CEO
of
Freelancer
says
this:‐"There
are
6.8
billion
 people
in
 the
world.
 There
 are
 2
 billion
people
on
 the
 internet.
Five
 billion
people
are
not
but
theyre
coming.
This
is
the
next
tectonic
shiQ."Mediocrity
is
a
perilous
prac3ce
for
those
firms
asleep
at
the
wheel
with
their
online
presence.Want
to
get
beaer
prepared?
Read
our
Free
Law
Firm
MarkeAng
guideLaw
Firm
SEO
and
ImagesWhen
it
comes 
to
uploading
or
generally
using
any
images 
on
your
law
firms
website
or
any
other
plasorm
for
that
maYer,
the
credo
has 
always
been
not
only
use 
them
sparingly,
but
if
you
do
use
them,
ensure
that
they
are
properly
search
engine
op3mized
(SEOd).It
goes
without
saying,
but
images 
add
another
layer
or
dimension
to
your
website,
 but
you
have
to
make 
sure 
that
a 
couple
of
things 
are
right.
The
first
of
course 
is
to
ensure 
youre
not
uploading
heavy
images
onto
your
site 
that
will 
slow
down
the
loading
speed
of
it.
A
good
rule
of
thumb
is 
to
try
 and
aim
to
keep
all 
your
 images 
under
 50KB.
The
second
thing
is 
to
make
sure
your
image
is
named
appropriately
 and
that
 the
 image 
has
alterna3ve
text
 and
 tags
in
 the
 code,
 or
 in
other
words,
has
a
string
of
meaningful
words
which
let
Google
know
what
the
image
relates
to.For
example,
if
your
firm
Pulse 
Lawyers
uploads
some 
images 
of
your
staff,
instead
of
naming
them
"staffphoto1,"
 it
 is
 far
 beYer
 to
 consider
 "Pulse 
Lawyers 
|
 Rachel 
Smith"
 or
 throw
 in
relevant
keywords 
that
you
want
your
law
firm
to
dominate
online.
It
may
 be,
 "Moonee
Ponds 
Lawyers 
|
Rachel
Smith."Now
you
also
want
to
aYach
some
alterna3ve 
text.
Remember,
Google
or
any
other
search
engine
cannot
penetrate
and
see
your
 image,
so
they
rely
 upon
its 
name
and
alterna3ve
text.
Again,
use
text
that
relates
to
your
keywords.If
this 
is 
all 
a 
bit
geeky,
then
in
the
very
least
open
up
a 
page
on
your
website,
go
to
your
browser
op3ons 
on
top
of
the 
window
and
choose
"View."
Follow
the 
menu
down
un3l 
"Source"
or
"View
Source."
 Open
it
and
you
will
see 
what
 essen3ally
 Google
is 
seeing.
 Track
down
to
some
of
the
images 
in
this 
source 
code
and
see 
what
they
say.
Its
a 
preYy
good
chance
they
wont
say
anything
of
meaning.
    • While
good
web
designers,
conversant
with
SEO
always 
aYend
to
this,
they
 notoriously
use 
words
that
 they
 consider
 relevant.
 Of
course,
 where
it
 goes
all 
a 
liYle 
pear‐shaped
is 
when
what
 they
consider
relevant
is 
at
odds
with
the
keywords
your
firm
is 
chasing
not
only
on
the
site 
as
a 
whole,
but
specific
pages
or
posts
as
well.Need
help!
Give
us
a
yell.
In
the
meanAme,
read
our
FREE
Law
Firm
MarkeAng
Guide.Your
Law
Firms
Content
StrategyIf
we 
can
offer
any
 advice 
from
our
experience
in
law
firm
marke3ng,
it
is 
to
start
with
a 
content
strategy.Your
 firm
has
to
concede 
that
 in
the 
current
landscape 
content
 is
fundamentally
 important
 and
now
is
intrinsically
 linked
to
SEO
and
Google
Page 
Rank.
In
other
words,
as
weve
said
repeatedly,
your
firm
can
win
online
but
it
must
emanate
from
a
paradigm
shiT
that
sees 
the
prolifera3on
of
excellent,
 useful,
 well‐thought
 out
 content.
 It
 has 
 to
 become
 part
 of
 your
 firms 
 DNA.
 So
passionate
 about
 this,
 we
 simply
 wont
 work
 with
 a
 firm
 that
 is 
not
 commiYed
 to
 genera3ng
content.
It
is
just
way
too
difficult
to
give
good
ROI
without
it.If
you
want
to
go
it
alone,
which
we
obviously
 dont
endorse,
then
a 
good
place
to
start
is
to
read
Kris3na 
Halvorsons,
 ar3cle 
"The
Discipline 
of
 Content
 Strategy"
 In
 essence
she 
defines
a 
good
strategy
as 
one 
that
 considers:
 key
 themes 
and
messages,
recommended
topics 
content
purpose
(i.e.,
 how
 content
 will
 bridge
 the
 space
 between
 audience
 needs
 and
 business
requirements)
 content
 gap
 analysis
 metadata
frameworks 
and
related
content
 aYributes 
search
engine
op3miza3on
(SEO),
 and
 implica3ons 
of
 strategic
 recommenda3ons
on
 content
 crea3on,
publica3on,
and
governance.To
expand,
 these
considera3ons 
need
to
be
explored
within
your
firm
prior
to
design
work
being
done
and
of
course,
 you
need
to
have
well
thought
out
who
will 
be
responsible
for
the
content
genera3on
 in
 each
 prac3ce
 area 
and
 a 
frequency
 scale,
 that
 is
 when
 such
 content
 that
 fulfills
Harlvorsons
blue‐print,
can
be
expected.If
you
need
help
with
your
firms
content
strategy,
read
our
Law
Firm
MarkeAng
GuideDomain
Purchasing
for
Your
Law
FirmIf
youre
a
new
law
firm
and
youre
thinking
about
purchasing
a
domain
name
and
web
hos3ng,
or
even
if
youre
an
exis3ng
firm
looking
to
build
a
micro‐site,
consider
a
few
things
first.Great
 domain
names
are 
somewhat
difficult
 to
source,
par3cularly
 names 
that
 are
keyword
rich.
For
 example,
 if
youre
law
 firm
 is
based
in
 Townsville,
 you
 may
 no3ce
that
 there
may
 be
a
fair
amount
 of
traffic
 for
the
keywords,
"Townsville 
Lawyer"
 and
consequently
 you
may
 want
to
own
and
populate
the
domain
name 
www.townsvillelawyers.com.au.
Now
just
to
back
track,
you
can

    • get
 a 
preYy
 good
idea 
of
how
popular
 your
 choice 
of
keywords
are 
by
 doing
 some 
research
via
Google
Keywords
Tool.So,
if
the
domain
name
was
available,
you
would
obviously
purchase
it.
However
if
it
wasnt
dont
always 
assume
that
 it
 is 
going
 to
 be 
used
 for
 the
purposes 
you
 intended
 to
 use
 it
 for.
 Lots
of
domains 
are
bought
by
people
who
literally
sit
on
them
for
years.
Why
you
should
never
give
up
on
keyword
 rich
 domain
 names 
is 
that
 theyre 
like
a 
good
 boYle
 of
 red
 wine,
 theyre 
aged.
 Aged
domains 
are
liked
by
Google
and
by
 paying
a
few
dollars 
for
the
domain
name,
it
will
provide
an
ini3al
search
thrust
that
would
be
lost
to
you
if
you
bought
a
fresh
domain
name.Now
you
can
find
out
who
owns 
a
domain
name
right
here.
You
can
check
domain
age
while
youre
there.We
recently
purchased
a
keyword
rich
domain
name
for
a
law
firm
client
with
an
age
of
6
years
for
$800.
In
our
view,
a
damn
good
investment
in
geNng
a
good
head
start
on
driving
quality
traffic.More
on
ge]ng
great
domains
can
be
found
in
our
Free
Law
Firm
MarkeAng
GuideBe
Careful
Who
You
Link
toIs
your
law
firm
being
asked
for
reciprocal
links?Recently
there
has 
been
a
surge
of
email
correspondence
from
link
farms 
wan3ng
law
firms
to
link
to
par3cular
sites 
and
in
return
theyll
link
to
you.
Heres 
an
excerpt
from
an
email 
that
one 
of
our
clients
received
this
week."My
 name
is
Sandy
 Keiths,
Web
Marke<ng
 Consultant.
 Ive
 greatly
 enjoyed
 looking
through
your
site
........................
and
I
was
wondering
if
youd
be
interested
in
exchanging
links
with
my
website,
which
 has
a
 related
 subject.
 I
 can
 offer
 you
 two
 home
 page
 links
 back
 from
 any
 of
my
 related
websites
all
in
Google
cache
and
backlinks
which
are:alaskasciencewriter(dot)
com

 PR
4arsdonand(dot)
.com


 PR
5If
you
are
interested,
please
send
me
the
following
details
of
your
site:TITLE:URL:Ill
add
 your
 link
as
soon
as 
possible,
in
the
next
 24
 hours.
 As
soon
as 
its
ready,
Ill
send
you
a
confirma3on
email 
along
with
the
informa3on
(TITLE
and
URL)
regarding
my
site
to
be
placed
at
yours.I
hope
you
have
a
nice
day
and
thank
you
for
your
3me."
    • Google 
is
becoming
increasingly
aware
of
SEO
prac3ces 
like 
this,
par3cularly
from
agents 
who
offer
links
in
a 
completely
 unrelated
field.
 If
your
law
firm
was 
to
respond
to
such
request,
it
 is 
more
probable 
than
not
that
Google
will 
declare
the
link
as 
irrelevant
and
your
 firm
wont
acquire 
any
benefit
 from
it.
 In
some 
circumstances,
 it
 has 
been
reported,
that
Google 
may
 actually
 penalize
you
as
a
result.The
best
links 
your
law
firm
can
acquire 
are 
those
of
course
that
are
organic.
In
other
words,
links
from
 websites 
 that
 are
 of
 significant
 relevance
 to
 your
 prac3ce
 and
 belong
 to
 reputable
organiza3ons.
 How
 does 
 Google
 know
 that?
 Simply
 by
 the 
 quality
 and
 page
 rank
 of
 the
organiza3ons
that
link
to
them.Want
to
know
more
about
link‐building?
Get
our
Free
Law
Firm
MarkeAng
GuideYour
Law
Firm
and
its
Mobile
ApplicationIs
your
law
firm
considering
building
a
mobile
phone
applica3on?Up
un3l 
now
 a 
reasonable
deterrent
 for
 firms 
who
want
 to
do
it
 properly
 has 
been
the
lack
of
accessibility
 to
 data
 via
 iTunes
 (Apples 
 distributor
 of
 Apple
 Mobile 
 Applica3ons)
 rela3ng
 to
purchaser
 informa3on.
 In
other
 words,
 if
youre
serious 
about
 engaging
 with
 clients 
and
in
this
instance,
people
who
have 
purchased
your
mobile
applica3on
then
it
was 
impossible 
to
draw
such
data
from
iTunes,
other
than
the
volume
of
sales.Well,
thanks 
to
Mail 
Chimp,
in
par3cular
their
Chimp
Kit
which
has 
just
been
released
allows 
the
developer
to
drop
into
the
firms 
mobile 
applica3on
some
code
that
not
only
tracks 
purchases
but
allows 
the 
firm
to
dialogue
with
the
owner
of
the
app
via
newsleYer.
Chimp
Kit
is 
free 
up
to
around
2000
newsleYers,
so
if
youre
a 
firm
contempla3ng
a
mobile
app
via 
iTunes,
you
should
definitely
consider
it.Learn
more
about
Law
Firm
Website
Meta
DescripAon.Should
Our
Law
Firm
YouTube?As 
you
might
be 
aware,
a
couple 
of
years
ago
Google
bought
YouTube.
Hence,
when
you
search
for
anything
online
via
Google,
YouTube
videos
appear
in
the
search
results.
There’s 
good
reason
why
your
law
firm
should
be 
thinking
video,
because 
by
 and
large 
searchers 
have
a
preferen3al 
op3on
to
view
videos 
first
as 
opposed
to
opening
other
text
pages.
But
the 
trick
is,
to
ensure 
your
videos
have
keywords
in
them
that
searchers
are
looking
for.To
 do
 this,
 head
 across 
to
 Google
Keywords
and
 key
 in
 some 
words 
and
 see
what
 the
 results
generate.
When
you
do
this,
 ensure
that
you
have
checked
your
 loca3on
and
you
can
do
this
via
the
advanced
op3on.
The
results 
that
turn
up
are 
essen3ally
split
into
global
and
local.
If
your
firm

    • has 
a 
local
presence,
 then
obviously
 those
results 
will 
be 
relevant.
To
get
 somewhat
 of
 an
exact
analysis
of
the
keywords,
 following
 your
 first
 search,
go
to
the
leT
 column
and
uncheck
“broad”
and
check
“exact.”
The
result
that
now
follow
will 
indicate
an
accurate
depic3on
of
search
enquiry
for
the
keywords
you
have
chosen.The
next
 step
is
to
ensure 
that
 you
have
these 
3tles 
in
your
YouTube
video
3tle.
BeYer
s3ll,
 also
when
you
save
your
video,
save
it
as 
this 
3tle
too.
Then
aYend
to
the
descrip3on
of
the
video
and
while
tags
are 
becoming
irrelevant
in
Google
search
generally,
 YouTube
tag
words
are 
reportedly
s3ll
used
by
Google
in
defining
your
content.Last
but
not
least,
great
video
produc3on
is 
all 
about
ligh3ng
and
sound,
and
to
a
lesser
extent
the
camera.
Sure,
a 
HD
camera,
be
it
a 
FLIP
HD
or
a 
Kodak
ZI8
we
see
are
essen3al 
items
for
any
law
firm
wan3ng
to
use 
this
space 
well,
 we’ve 
seen
really
 good
content
 generated
by
older
 cameras,
but
under
good
lights
and
good
sound
input.Learn
more
about
Law
Firm
Web
Design.Will
Google
Instant
End
Your
ReignIn
this
law
firm
marke3ng
3p,
you
might
have 
no3ced
that
each
3me 
you
now
type 
into
Google,
its
second
guessing
what
youre
about
to
type
in.Google 
Instant
 is 
the 
latest
 innova3on
which
Google
call 
‘Search
at
 the
speed
of
thought’.
 While
the
mo3va3on
for
 Google 
is
that
it
 can
save
you
2‐5
 seconds 
every
 3me 
you
search,
 if
your
law
firm
is
chasing
the
long
tail
keywords
than
it
may
well
be
likely
a
searcher
will
not
get
to
you. Watch
hap://www.youtube.com/v/ElubRNRIUg4In
other
 words,
if
 you
were
wan3ng
to
type
in
"Sydney
 Family
 Lawyers
prac3cing
in
Blacktown,"
Google 
Instant
 as 
soon
as 
you
type 
"Sydney
 Family
 Law"
will
offer
 you
"Sydney
 Family
 Lawyers."
While
it’s 
probably
too
early
to
tell
what
the 
impact
may
well
be,
ini3al
research
is 
showing
Google
Instant
results
as
being
a
quicker
 preferred
op3on.
The 
problem
for
the
firm
in
Blacktown
is
that
their
poten3al
client
will
now
be
immersed
in
the
squillions
of
Sydney
Lawyer
results.We
dont
think
it’s
3me
yet
to
redefine 
your
long
tail
keyword
strategy,
but
instead
maybe 
look
for
the
keywords 
that
Google
is 
offering
up
in
its 
Google
Instant
results
and
do
some 
keyword
research
on
them.
For
a
client
recently,
we
were 
able
to
purchase
domain
names
which
were
a 
snug
fit
for
the
Google 
Instant
keyword
returns.
Well
now
build
a
site
and
content
around
them
accordingly.
It
might
work!Learn
more
about
Law
Firm
MarkeAng
Strategy.
    • Place
Your
Firm
NowIn
this
law
firm
marke3ng
3p
find
out
why
 you
need
to
be
thinking
about
Place
pages.
If
your
law
firm
hasnt
got
a
Google
Place
Page,
you
beYer
jump
on
it
quickly.In
the
last
 month
Google
re‐tweaked
 their
 search
 algorithm
which
 is 
giving
Google
Place
Pages
preferen3al
treatment
over
other
search
results.
In
other
words,
it
may
well 
be
the 
case
that
your
place
page
will
be
posi3oned
higher
than
your
own
web
site.AYending
to
a
Google 
Place
Page 
is
dead
easy.
Go
to
Google
Places,
ad
your
details
and
make 
sure
you
spend
the
3me 
dropping
great
content
there
and
dont
forget
to
draw
people
to
your
website
and
social
media
plasorms.Do
it
now!Why
Small
Firms
Can
WinIn
this
law
firm
marke3ng
3p,
find
out
why
the
smalls
firms
will
win
in
the
new
online
landscape.When
it
 comes 
to
beYer
 posi3oning
your
 law
firm
 online,
 dont
 be 
in3midated
by
 the
big
firms
with
big
pockets.Big
 law
 firms 
oTen
 suffer
 from
 layers
 of
 bureaucracy
 which
 slows
them
 down
 considerably
 in
playing
well
in
the 
new
landscape.
Agility
 and
the
capacity
to
create
and
syndicate 
content
quickly
is 
the 
new
yards3ck.
Law
 Firms 
that
 are
caught
in
the
rhetorical
spin
of
"aim,
 aim,
 aim"
 cannot
compete
with
the
innova3ve
firms
who
have
adopted
a
strategy
of
"ready,
fire
aim."Recently
 we
 caught
 up
 with
 a 
 midsized
 firm
 with
 a
 real
 propensity
 of
 crea3ng
 content.
 It
manufactured
content
like
widgets
in
a
factory
and
within
one
month
would
probably
 quadruple
the
 content
 disseminated
 by
 a 
larger
 firm
 in
 one
 year.
 When
 a 
firm
 has 
a 
culture
 of
 content
crea3on
theyre 
half
way
there,
but
where
they
need
to
be
careful 
is 
ensuring
that
such
content
is
predicated
by
 innova3ve 
design,
packaging
and
a 
syndica3on
method.
Content
has 
to
be
focused
on
the 
end
user
while
covertly
following
a 
content
strategy
that
is 
mindful
of
the 
keywords 
the 
firm
is
wan3ng
to
dominate.Smart
thinking
around
content,
along
with
a
commitment
to
crea3ng
it
is
the 
defini3ve
difference
between
the
firms
that
will
and
wont
make
it
in
the
future.
Read
more
about
content
strategy.

    • Is
your
Law
Firm
Tracking
Calls?In
this 
law
 firm
marke3ng
 3p,
 find
out
 why
 you
need
to
 be
tracking
 calls
emana3ng
from
your
online
presence.While
 working
 with
 a
 great
 liYle
 law
 firm
 over
 the
 last
 week
 who
 were
 absolutely
 diligent
 in
watching
their
Google
Analy3cs,
they
 couldnt
understand
why
they
 were 
geNng
loads 
of
traffic,
but
minimal
enquiry
 via
their
 contact
 forms,
 or
in
other
 words 
not
much
conversion
despite
the
numbers.Well,
the 
truth
of
it
all 
was
that
a
quarter
of
all 
traffic
were
soaking
up
the 
content
then
heading
straight
to
the
Contact
page
to
pull 
the 
phone 
number
 and
make 
the
phone
call.
 While
the 
firm
were
tracking
where
their
clients
were
coming
from
at
the
ini3al 
interview
with
their
solicitor,
that
data 
wasnt
being
captured
in
a
useful 
way.
Also,
never
forget
that
it
is 
oTen
the
case 
that
a 
client
will
come 
to
you
via
numerous 
ways.
For
example,
a
friend
may
recommend
your
firm
and
then
to
validate,
 they
 check
out
your
website.
Now
the
site 
may
 well 
have 
been
strongly
 responsible
for
the
conversion,
but
despite
that
at
the
first
consulta3on
they
may
tell
you
a 
friend
was 
the
referral
point,
thus
not
an
accurate
representa3on
of
what
really
occurred.The
only
 way
 to
get
an
accurate
depic3on
of
how
successful
your
web
presence
is,
is
to
measure
everything.
Despite
how
great
contact
forms
are
designed
and
where
they
are 
posi3oned,
people
love
the
immediacy
 of
 picking
 up
 the
phone.
 The
best
 way
 to
measure 
phone
contact
 via
your
website
is
not
by
having
recep3on
ask
the
ques3on
of
where
the
poten3al 
client
has
come 
from.
What
 you
need
is
a
completely
 unique
and
different
 number
 on
 your
 website.
 You
 can
do
this
easily
by
purchasing
a 
Toll
Free
number
and
forwarding
that
number
to
recep3on,
but
capturing
all
incoming
 on
 forwarded
 calls.
 The
 other
 alterna3ve
 is
purchasing
 an
 online
 number
 via
 Skype,
which
at
the 
3me
of
wri3ng
is
approximately
$30
for
three 
months.
You
simply
choose
the
number
and
via 
account
 administra3on,
 key
 in
the 
number
 you
want
 it
 forwarded
 to.
 All
on
forwarded
calls,
including
the
3me
of
the
call,
are 
recorded
in
your
account.
However,
if
youre 
forwarding
the
online
number
to
your
firms 
recep3on,
expect
there
to
be
a
fairly
significant
delay
while
the
call
is
ported
through
2
numbers
before
it
is
picked
up.The
old
adage
you
cant
 manage
what
you
cant
 measure
is 
true
when
it
 comes
to
seeing
how
successful
your
web
presence
is.
Dont
whatever
you
do,
leave
phone
contact
out
of
the 
equa3on
in
measuring
your
analy3cs.
    • Content
is
King,
But
Design
is
QueenIn
this
law
firm
marke3ng
3p,
find
out
why
you
cannot
ignore
design
aesthe3cs.Weve
been
playing
around
with
Crazy
Egg
for
awhile.

Crazy
Egg
is 
an
analy3cs 
tool 
that
applies 
a
heat
map
on
your
website
which
can
show
you
where 
people
are
clicking
on
your
website.
Why
is
this
important?Well,
 it
 visually
 tells
you
the
hot
spots
on
your
 website
and
those 
that
 get
 liYle 
aYen3on.
 
 For
example,
we
done 
a
liYle
consul3ng
work
for
 a 
firm
recently
 who
were
geNng
loads
of
traffic
 on
their
 site,
 but
 very
 liYle 
aYen3on
 to
 their
 "subscribe 
 to
 our
 newsleYer"
 func3on.
 
 The
 firm
generates
a
mass
of
 great
 content,
 and
the 
NewsleYer
 of
 course
provides 
it
 all 
and
more
on
a
monthly
basis.

Its
free
and
yet
the
subscriber
uptake
was
poor.So,
we
integrated
Crazy
Egg
just
to
take
a 
peek
and
lo
and
behold,
it
was 
true,
no‐one 
was 
heading
to
the
mid‐sec3on
of
 the 
page 
where
the
func3on
was 
located.
 
 We
 moved
 it
 to
 the 
top
 and
watched
the
subscribers
grow
nearly
overnight.The
lesson
here 
is 
great
content
is 
number
one,
but
dont
ever
lose
sight
of
the
design
aesthe3cs.
 
Crazy
Egg
is
a
great
tool
to
have
at
the
back
end
of
your
Analy3cs
Toolbox.Does
your
Law
Firm
use
PDFs?In
this
law
firm
marke3ng
3p,
why
you
need
to
be
thinking
seriously
about
using
PDFs
online.The
greatest
tragedy
 is 
when
you
see 
law
firms
insistent
on
crea3ng
great
user
content
who
then
package
it
all
into
a
PDF
and
have
it
hosted
somewhere
on
their
site.PDFs 
are
great
when
you
want
to
create 
a 
guide 
or
e‐book
that
users
leave 
their
email 
address 
in
return
 for,
 and
 then
 you
shoot
 the
 PDF
across 
to
them.
 But,
 if
 you
are
 using
 PDF
 as 
a
way
 of
dis3lling
some
good
content
on
a
par3cular
 issue,
then
nothing
you
have
men3oned
in
your
PDF
will
be
read
by
Google.
In
other
words,
if
youve 
got
a
great
liYle
piece
on
"consent
orders,"
rich
in
useful 
keywords 
that
people
may
 be
searching
for
informa3on
on,
and
youve
wrapped
it
 up
in
a
PDF,
Google
cant
read
it
except
for
the
3tle.Google 
sees 
PDFs
as 
images,
 so
it
 will
grab
 the
PDF
 3tle,
 providing
youve 
got
 one 
that
 means
something
and
thats
it.
The 
alterna3ve
and
the 
solu3on
is 
that
 you
ensure
that
 all 
that
 content
about
"consent
orders"
is
on
a
HTML
page
(a
page
on
your
website).The
trick
is 
to
only
use
PDFs
as 
something
you
give 
to
a
user
in
return
for
their
email 
address.
Go
berserk
with
your
guides,
e‐books,
but
dont
whatever
you
do,
waste
great
content
by
 locking
into
an
impenetrable
file
such
as
a
PDF. Learn
more
about
Law
Firm
Marke<ng.
    • Your
Law
Firms
Link
Building
StrategyIn
this
law
firm
marke3ng
3p,
we
ask
what
your
law
firm’s
link
building
strategy
is.Rarely
does
a
Law
Firm
Marke3ng
Strategy
have
within
it
any
reference
to
link‐building.We
 recently
 had
 the 
 pleasure 
 of
 doing
 some
 work
 with
 a
 large
 Australian
 law
 firm
 who
 are
similarly
 compe3ng
with
some 
other
large 
firms.
At
 the
outset
we
did
a 
liYle
compe3tor
analysis
and
staring
at
us 
in
the
face
was 
the
very
evidence 
as 
to
why
this 
firm
stands
so
poorly
in
Google
page
rankings.
(Page
Rank
is
where
your
law
firm
appears
in
Google
for
a
search
term)This 
firms 
compe33on
had
a
zealous
commitment
 to
building
 links
and
they
 simply
 didnt
 and
were
paying
considerably
 for
it.
Now,
a
link
is 
an
inbound
link
from
another
 website
to
yours 
and
you
preferably
want
links
from
those
organiza3ons
who
Google 
loves 
(those 
who
have
a
high
page
rank).Links
are
fundamentally
important
because 
as
Google 
becomes 
increasingly
 human‐like
in
wan3ng
to
offer
to
searchers
the
best
quality
law
firms
at
the
top
of
their
page,
they
consider
that
if
such
a
firm
has
lots
of
other
organiza3ons
linking
to
it,
then
they
must
be
a
credible
ousit.GeNng
 great
 links 
 to
 your
 website
 is 
 a
 lot
 easier
 than
 you
 think.
 Law
 firms 
 that
 are
philanthropically
 inclined
 should
 be
 reques3ng
 in
 the
 very
 least
 a 
 link
 on
 the
 respec3ve
organiza3on’s
 website.
 But
 just
 dont
 leave
 it
 there.
 Think
 of
 all
 the
 business 
 to
 business
rela3onships 
your
 firm
has,
 write
them
 down
and
get
 someone 
to
determine 
the
relevant
 web
addresses 
and
shoot
an
email
across 
asking
them
if
they
could
place
a 
link
to
your
site
on
theirs.
In
return
youll 
do
the 
same.
If
you
havent
got
a 
links
page,
get
your
web
designer
 to
do
one 
up.
It
should
cost
you
peanuts.So,
if
your
 firm
has
a
marke3ng
strategy,
ensure 
that
link‐building
is 
an
integral
part
of
it.
If
youre
firm
doesnt
have
such
a 
strategy,
you
need
one
and
when
you
get
it,
think
link‐building
and
you
might
be
amazed
out
the
results.
    • Law
Firm
Marketing
King
Hit:
Get
Content
Get
ClientsIf
your
Law
Firm
Marke3ng
Strategy
is 
all
about
pay
per
click,
skinny
content
and
preYy
pictures 
of
the
firms
partners,
give
up
now.It
cant
be
said
any
straighter
than
that.
The
Law
Firms 
that
will 
do
extraordinarily
well 
in
the 
future
will
 be
 those 
who
 simply
 have 
a 
steadfast
 commitment
 to
 online 
user
 engagement.
 To
 put
 it
another
way,
those 
firms 
who
can
think
"client"
as 
opposed
to
thinking
"our
firm"
are 
winning
and
will
con3nue
to
win
in
the
new
landscape.While
there
are
some
fundamental
reasons
law
 firms 
should
be 
genera3ng
 user‐focused
online
informa3on
and
resources,
it
has
to
be 
packaged
in
a 
way
that
will
translate
best
to
your
poten3al
client.
 We 
all 
know
 that
 we
comprehend
 informa3on
differently
 and
 firms 
need
to
 be 
thinking
about
 their
 mul3‐dimensional 
communica3on
 strategy
 when
 pos3ng
 anything
 online.
 Can
 this
informa3on
be
broadcast
across
mul3ple 
channels?
This 
is 
the
primary
ques3on
that
firms 
should
be
 asking.
 These
types 
of
 ques3ons
of
 course
do
 not
 emanate
 from
 your
 IT
 department,
 they
should
come
from
your
passionate
lawyers 
who
are
prepared
to
communicate
across 
channels 
and
just
 require
 a
 liYle
 impetus.
 Grow
 your
 Firm
 provides 
it
 if
 you
 havent
 got
 people
 within
 the
prac3ce
to
think
innova3vely
about
informa3on
transfer.The
 take
 home
 here
 is 
that
 to
 play
 in
 the
 new
 landscape 
well,
 get
 great
 content,
 package 
it
innova3vely,
broadcast
it
broadly
and
just
keep
on
engaging. Learn
more
about
Law
Firm
Marke<ng.
    • Email
Campaigns
    • <<Back
to
Table
of
Contents>>Email
Marketing:
the
Neglected
ToolIt
 use
to
 be
the
case 
that
 there 
was 
this 
huge
resistance
from
not
 only
 law
firms,
 but
business
generally
to
send
HTML
emails 
(emails
that
look
preYy
with
images 
ect).
Well,
with
the
enhanced
capabili3es 
of
email 
services
generally,
you
just
 have
to
be 
using
HTML
email 
as
an
engagement
tool.
But
dont
rely
 on
your
 own
email 
service
to
have 
the 
capacity
to
both
manage
email
lists 
or
build
 email
newsleYers.
 You
 have
to
be
using
 a
third
party
 ESP
 to
 not
 only
 ensure
 your
 email
draTing
is
compliant
but
to
significantly
improve
the
prospect
of
it
not
geNng
caught
as
SPAM.Law
Firms
so
oTen
tend
to
neglect
their
current
clients 
as
not
only
a 
resource
for
future
work,
but
ignore
in
a 
networked
world,
the
sheer
potency
of
a 
client
referring
another
poten3al 
client
to
you.
But
to
do
this,
youve
not
only
got
to
do
great
work
for
the 
origina3ng
client,
but
you
have
to
be 
in
the
mind
of
this
client
in
the
first
place.Email 
Marke3ng
done
right
will 
both
sustain
and
value
add
to
your
rela3onship
with
your
ex‐client.
In
other
 words,
 to
keep
them
engaged,
 you
need
to
give
them
useful 
informa3on,
 innova3vely
packaged
that
will
keep
them
liking
you.
Simple.If
youre
a 
firm
with
a
mul3‐discipline
prac3ce,
 then
youve
got
 endless 
tools 
at
 your
 disposal 
to
engage
with
this
person.
If
youre
not
so
diverse,
that
doesnt
necessarily
 mean
you
cant
engage,
but
 you
will
do
it
 differently.
For
 example,
 if
 youre 
a 
PI
Firm,
 you
 may
 provide
some 
stories 
of
completed
cases
and
valuable
links
to
other
areas
of
interest
for
the
client.To
assist,
there
are
a
plethora
of
email
marke3ng
soTware
plasorms
out
there.
MailChimp
is
great,
so
too
Campaign
Monitor
that
not
only
provide
great
tools
to
develop
email
campaigns,
but
both
have
the
ability
to
handle
email
lists
and
the
analy3cs
to
see
if
youre
hiNng
the
mark.Law
Firm
Marketing
Strategy
and
Client
ConversionIf
your
law
firm
marke3ng
strategy
isn’t
about
genera3ng
leads,
than
its
missing
out
on
clients.Law
firms,
like
most
professional 
service
firms
generally
rarely
cul3vate
the
market.
In
other
words,
most
law
firm
marke3ng
strategy
consider
client
conversion
as 
being
the
first
paid
consulta3on
and
neglect
 a
 fair
 chunk
 of
 the
market
 that
 just
 aren’t
 ripe
for
 conversion
 yet.
 Take 
for
 example
a
person
caught
up
in
a 
tumultuous
marriage 
contempla3ng
separa3on.
Theyre
not
 there
yet,
 but
their
 searching
 online
 to
 put
 their
 legal
 issue
 in
 some
 context.
 The 
firm
 likely
 to
 capture
 and
eventually
 convert
 this 
person
 into
 a 
 client
 is
 the
 firm
 with
 a 
marke3ng
 strategy
 that
 offers
something
for
nothing,
but
then,
maintains
the
rela3onship.Without
 a 
doubt,
 one
of
 the
best
 ways
to
 do
 this 
is 
via
product
 crea3on.
 Give
a 
person
a 
free
family
 law
 guide,
 access 
to
some
resources 
not
 readily
 available 
on
your
 site 
in
return
for
 their

    • email
address.
Once 
you’ve 
got
this 
contact,
you’re
able
to
engage
with
the
client
through
ongoing
provision
of
useful 
content
distributed
to
them
 in
a 
manner
they
 choose
via 
an
email 
marke3ng
campaign
management
system
like
Mailchimp.
The
content
of
course
has
to
be
useful
and
cannot
be
thrown
at
 them
repe33ously.
The
best
rule 
of
thumb
is
to
provide
the
content
fortnightly
 and
no
more.
For
 example,
a 
popular
 podcas3ng
program
recently
 lost
 a
considerable
number
 of
 its
subscribers
due
to
frequent,
empty
contact.If
your
law
firm
marke3ng
strategy
sees 
client
conversion
as 
when
the 
client
is 
paying,
it’s 
3me
to
reconsider
 and
 when
 you
 do,
 and
 it
 may
 well 
 be
 3me
 to
 think
 about
 integra3on
 of
 client
rela3onship
management
soTware.
In
an
upcoming
post
well
review
the
best.Grow
your
Firm
creates
products
for
our
clientsMarketing
to
Existing
ClientsLead
genera3on
is 
rarely
 considered
in
the 
context
of
exis3ng
clients.
So
many
law
firm
marke3ng
strategies
are 
based
upon
genera3ng
new
leads
and
neglect
those
already
 within
the
fold
of
the
firm.A
great
place 
to
start
in
considering
your
current
client
base
is
to
simply
ask,
"When
we
close 
this
file,
 how
will
we 
stay
 engaged
with
this
client?"
 This
is 
par3cularly
 the
case 
for
 general 
prac3ce
firms,
but
 it
 has
real 
relevance
also
for
specialist
firms.
 At
 present
 were
working
with
a
firm
 on
their
 marke3ng
 strategy
 that
 predominantly
 prac3ce 
personal 
injury
 law.
 During
 the 
course 
of
ac3ng
 for
 a
 par3cular
 client,
 there
 was 
considerable 
 rapport
 established,
 the
 client
 stayed
 in
regular
contact
with
the
firm
post
his
maYer
and
since,
has
referred
numerous
clients.One
 of
 the
 greatest
 strategies
 weve
 found
 in
 maintaining
 engagement
 is
 email.
 In
 a
 diverse
prac3ce,
the
pos3ng
of
weekly
email
law
3ps 
that
are 
of
real
use 
is
an
excellent
way
of
maintaining
useful 
engagement.
In
fact,
our
Email
Marke3ng
Management
System
does
this 
automa3cally
for
your
firm,
pos3ng
HTML
 emails 
to
your
 email
list.
Whats 
more,
 the 
system
iden3fies
open
rates
and
those
on
your
list
who
actually
opened
the
email.
If
your
firm
has 
the
capacity
 of
doing
this
itself
 and
our
 experience
suggests 
thats
rarely
 the
case,
there
are
a 
number
 of
email 
campaign
management
systems
that
will
offer
comparable
outcomes.Be 
that
 as 
it
 may,
cul3va3ng
your
current
client
 list
 can
be
a 
potent
 tool.
 Do
something
about
it
this
week.Get
a
Free
Website
Analysis,
visit
us
here
    • Is
Your
Email
List
Segmented?Youre
using
email
as
a
key
marke3ng
strategy
in
your
law
firm
right?Well,
if
youre
not,
according
to
the
2010
Forrester
Report,
your
law
firm
marke3ng
strategy
is
neglec3ng
the
number
#1
arsenal
for
ROI.Thats
right!
Its
not
TwiYer,
its
not
Facebook,
its
not
LinkedIn,
and
it’s
the
old
workhorse,
"email."Email 
is
 a 
potent
 marke3ng
 tool 
that
 when
 used
 properly
 by
 your
 firm
 can
literally
 turn
 your
impotent
law
firm
marke3ng
strategy
into
one
supercharged
on
viagra.The
sheer
 beauty
 of
 email
these 
days
is
that
 you
can
 get
 very,
 very
 targeted
 with
 some
smart
segmenta3on.
 In
other
 words,
 if
 youre 
a
general
law
 prac3ce,
 segmen3ng
 your
 email
list
 into
prac3ce 
areas 
is
a
good
start,
 but
 if
you
 want
 to
get
 a
good
thing
great,
 than
segment
 by
 age,
gender
 and
even
personality.
 Now
this
might
 sound
a 
liYle
over
the
top,
 but
this 
is 
exactly
 what
companies 
like 
Amazon,
iTunes
and
Ebay
do
and
its
one
of
the
predominant
reasons 
behind
their
success.
They
know
their
customer.Why
would
your
law
firm
want
to
do
this?Well,
law
firms
tend
to
neglect
their
biggest
prospects
and
advocates,
their
exis3ng
clients.If
youre 
sa3sfying
your
current
or
have
sa3sfied
your
previous
clients 
(not
all 
of
course)
there 
are
likely
upsells
or
referrals
lying
there
on
the
table
for
your
firm
to
pick
up.
For
example,
a
family
law
client
may
 now
need
to
update
their
Will,
they
 might
 have
just
finished
the 
property
seYlement
and
are
looking
at
 a
purchase.
 Now
in
these
circumstances,
 email 
is
a
great,
subtle
way
 to
add
leverage.But
get
this.
When
considering
an
email 
campaign
dont
whatever
you
do
use
your
exis3ng
email
provider
(MicrosoT
Mail
ect).
One
client
were
working
with
at
present
thought
that
it
might
be 
a
good
idea 
and
crashed
their
server.
You
need
a 
third
party
 client
to
do
this.
There
are 
some 
good
ones 
on
the 
market.
 We 
recommend
MailChimp,
 but
you
need
to
 do
a 
bit
of
 homework
on
list
integra3on.
Whack
it
into
your
law
firm
marke3ng
strategy
now.But
to
make
it
very
easy
on
you,
join
our
growing
allegiance
of
Grow
your
Firm
clients
and
well
take
good
care
of
it
for
you,
even
assisAng
your
firm
in
segmenAng
your
list.
Give
us
a
call.
1300
886
322
    • Social
Media
    • <<Back
to
Table
of
Contents>>Is
Your
Law
Firm
Facebooked?I
know,
I
know,
I 
know!
Everyone
is 
saying
,
"you
goWa
be
on
Facebook”,
and
youre
thinking
what
the
heck
is 
it
and
my
 law
firm
shouldnt
 touch
it
with
a
40
metre
barge 
pole.
But
youre
curious
right?The
biggest
 thing
 Facebook
 has
to
offer
 your
 firm
 is 
"community."
 Sure,
 it
 lets 
you
mark
 up
a
different
story
 or
 brand
message
about
your
 firm
and
people
get
to
see
a 
different
 side,
but
 the
real
grunt
of
this
plasorm
is
community
genera3on.
How
do
you
do
it?Get
 yourself
a
Facebook
Fan
Page
and
think
of
it
 as 
a
channel
or
 another
plasorm
to
your
 firms
online
presence.
 I
recommend
that
you
offer
 content
 on
your
 Facebook
 page 
that
 isnt
 on
your
website
as
a
way
 to
migrate
people
between
the
two.
Again,
I
dont
want
to
rave 
about
it,
but
be
innova3ve 
in
the 
crea3on
and
packaging
of
this
content.
Video
is
great!
 Short,
sharp,
straight
 to
the
point
 with,
 get
this,
an
 80%
higher
 rate 
of
 conversion
than
text.
 Next,
 start
 promo3ng
your
Facebook
page
on
your
website,
email 
and
all 
other
marke3ng
touch
points 
in
your
firm.
Cul3vate
the
community,
 keep
them
engaged,
 communicate 
with
them
usefully,
frequently
 and
if
you
 do
this,
what
is
the
likelihood
of
them
contac3ng
another
firm
when
everything
goes
pear‐shaped?OK,
am
I
persuading
you?Well,
at
the
risk
of
being
a
liYle 
"geeky,"
the 
Facebook
Mark‐Up
Language 
(FBML)
has 
now
been
replaced
by
HTML,
which
is 
the
language 
on
which
your
website 
is 
built.
What
this 
means
for
law
firms
who
want
to
push
the
envelope 
is
that
 you
can
and
morph
a
Facebook
page
into
a
preYy
amazing
web
plasorm.So,
who
is
doing
it
well?Fenwick
&
West
are
always
held
up
to
be
leaders
in
this.New
Orleans
Firm,
Wolfe
Law
does
it
OKSo
too,
Trilby
MissoWere
working
on
one
at
present
which
we
think
will
topple
the
lot.Be
that
as
it
may,
if
we
have
persuaded
you
to
think
more
about
a
Facebook
presence
for
your
law
firm,
wed
love
to
take
a
shot
at
it.
In
fact,
become
a
client
and
you
get
it
free
as
a
part
of
all
our
other
integrated
services.
Not
convinced?
Ring
me
on
0421
950
355
    • The
Promise
of
Social
Media
or
Not?Is
your
Law
Firm
seeing
the
results
of
social
media?It
 was
 recently
 reported
 by
 Social 
 Graf
 that
 research
 conducted
 by
 ForSee
 indicated
 that
approximately
1%
of
traffic
to
websites 
in
their
study
was
being
spun
by
social
media.
The
research
reportedly
emanated
from
a
study
of
300,000
consumer
surveys
across
180
websites 
in
both
the
private
and
public
 sector.
 However,
the 
research
also
found
that
18%
of
people
were 
influenced,
among
other
things
to
ul3mately
visit
the
site.While
the 
research
is 
interes3ng,
it
 does 
reveal 
that
when
it
 comes 
to
social 
media,
quan3ta3ve
research
 has 
 its
 limita3ons.
 In
 contrast,
 the
 qualita3ve 
 impact
 of
 social 
 media 
 can
 be 
 of
considerable
value,
yet
cannot
be
measured
in
metrics.
Good
social 
media 
in
law
firm
marke3ng
is
about
 good
 content
 genera3on,
 sharing
 and
 community
 building,
 all
 of
 which
 are
 intrinsically
difficult
for
the
bean
counters
to
assert
ROI
isnt
there
with
this
type
of
medium.Learn
more.
Read
our
Free
Law
Firm
MarkeAng
GuideCant
Work
Out
Why
Your
Law
Firm
Marketing
Strategy
is
Getting
Crushed?If
your
 law
firm
just
 cannot
 work
out
 why
 a 
compe3tor
 with
 an
empty
 website 
is
crushing
you,
perhaps
their
law
firm
marke3ng
is
using
a
Google
product?Sean
Odom
in
his
SEO
for
2011
suggested
that
when
it
comes 
to
beYer
posi3oning
your
law
firm
in
Google,
using
Google
products 
may
give
your
firm
an
edge
in
the
percen3le
range
of
5%.
While 
at
first
blush
it
might
not
seem
much,
but
if
the
mere
integra3on
of
a
Google
BlogSpot
blog
on
your
site
 pushed
 you
 a
 couple
 of
 places 
closer
 to
 the
 top
 of
 the
 page,
 then
 it’s 
got
 to
 be
 worth
considering.Interes3ngly,
for
a
US‐based
client
we 
are
presently
working
with,
we
just
couldnt
understand
why
this 
firms 
site 
which
was 
deprived
of
good
quality
content,
was 
beYer
posi3oned
than
our
clients
presence
 which
 was 
 transfixed
 with
 providing
 lots 
 of
 great
 content.
 Well,
 we 
 havent
 goYen
completely
 to
the
boYom
of
it
just
 yet,
 but
when
we
dug
 into
the
analysis
of
this 
compe3tor,
lo
and
behold
here
is
Google
BlogSpot.If
our
preliminary
research
is
correct
and
it
marries 
up
with
Odoms 
thoughts 
on
the
maYer,
then
perhaps
your
law
firm
marke3ng
strategy
should
incorporate
Google
products.Also,
remember
this.
Dont
neglect
content.Want
to
know
more
about
how
your
firm
can
get
an
edge?
Get
our
Free
Law
Firm
MarkeAng
Guide
    • Will
Facebook
Work
in
Your
Law
Firm?Australian
law
firm
Mallesons
Stephen
Jaques
(MSJ)
has
embraced
Facebook
as
a 
key
 strategy
 in
their
recruitment
campaign.
To
date,
1108
employees
of
the
firm,
or
prospec3ve
employees
have
"liked"
the
firm.
That
said,
other
MSJ
generic
Facebook
sites 
dont
have
anywhere 
near
the
traffic
that
 this 
specifically
 targeted
campaign
does.
 There
was 
of
 course
 an
iPad
 compe33on
 to
 add
aYrac3on.
Not
surprisingly,
a 
number
 of
other
firms,
including
Blake
Dawson
have
jumped
on
the
trend
and
launched
their
own
targeted
Facebook
campaigns.It
says
a 
couple
of
things.
Targeted
social
media 
campaigns
arent
such
a 
bad
idea.
Other
industries
have
 been
 all
 over
 it
 like
 a 
 kid
 over
 a 
 jelly
 bean
 for
 years.
 But
 the
 trick
 for
 MSJ,
 like 
 their
predecessors
in
using
 a
big
 bang
 strategy,
 is 
to
 try
 and
 maintain
 engagement
 aTer
 the
 smoke
dissipates.A
small,
 regional
law
prac3ce 
in
Caboolture,
 Lember
 &
Williams
 have
their
 page
quietly
 working
away
 for
 them,
 primarily
 as 
a 
communica3on
tool
to
those
in
the 
fold
of
the
firm.
 Sure 
it’s 
not
bells,
whistles
and
front
page
stuff
on
the
AFR
like
MSJ,
but
its
serving
its 
purpose,
like
many
other
law
firm
Facebook
pages
that
are
cul3va3ng
community.What
you
have
to
love
though,
 is 
that
the
paradigm
shiT
 is 
well
among
us.
Its 
all
about
 crea3ng
value
for
your
tribe
as
Seth
Godin
would
put
it.We
can
help
your
firm
out
with
Facebook
design,
integraAon
and
of
course
planning
if
you
need
it.
Contact
us
on
1300
886
322How
Does
Your
Law
Firm
Count
Conversions?As 
we
consult
and
work
with
law
firms
on
their
law
firm
marke3ng
strategy,
one
synonymous 
issue
always 
 rears
 its 
 head.
 Conversions!
 It
 normally
 goes 
 like
 this.
 A
 firm
 hasnt
 defined
 what
 a
"conversion"
is,
isnt
seriously
 recording
them
from
marke3ng
touch
points,
or
if
 they
 are,
arent
sure
what
to
do
with
them
next.OK.
Lead
genera3on
is
fundamentally
important
to
any
business,
including
your
law
firm.
We
know
from
experience
that
when
a 
person
is
enmeshed
in
a 
legal
conundrum
they
do
not
always 
contact
a 
lawyer
immediately.
They
oTen
will 
try
themselves 
to
put
their
issue
into
context
and
invariably,
as
search
engine
results
reveal,
increasingly
will
go
to
the
internet
to
source
such
informa3on.In
 the
cycle
of
 a
consumer,
 theyre 
oTen
 simply
 not
 at
 the
stage
of
 commitment
 yet.
 In
other
words,
they
 are
naviga3ng
for
informa3on
to
fulfill 
their
specific
needs.
Should
it
be
the 
case
that
they
arrive 
at
your
firms 
website,
is 
there
a 
likelihood
that
you
will
give 
them
the 
informa3on
they
require?
 Lets
say
 you
 do,
 what
 happens 
next?
 Invariably
 they
 read
 the
informa3on
 and
 if
 its

    • wriYen
ul3mately
 to
encourage 
the
poten3al 
client
to
contact
the 
firm,
they
just
might,
they
 may
not
too.
Lets
deal
with
the
former
scenario
first.ATer
reading
your
excellent
copy,
the 
client
calls
your
firm.
Are
they
 calling
a
unique
number
that
is 
different
from
your
main
number?
If
they
arent,
what
are
you
relying
on
to
ascertain
that
this
is
a 
website
enquiry?
Having
recep3on,
or
your
lawyer
at
the
first
consult
ask
the
ques3on
is 
prone
to
error.
 Research
on
this 
has 
shown
that
 people
dont
 always 
offer
 an
accurate 
response,
 or
 if
there
 is 
 a 
 lapse 
 of
 3me 
 between
 first
 contact
 and
 first
 consult,
 they
 can
 forget.
 We 
 highly
recommend
a
1300
number.
 Not
only
 will
it
 sharpen
your
 judgment
 on
what
 is 
working
 from
a
marke3ng
point
 of
 view
 in
your
 firm,
 but
 if
 your
 web
design
 company
 is 
worth
their
 salt,
 they
would
want
to
be
crawling
all
over
this
to
encourage
a
beYer
op3mized
site.Now,
in
the 
case 
of
the 
laYer,
that
being
the
poten3al
client
who
has
gathered
up
the
content
from
your
site 
and
gone
away,
what
strategy
do
you
have
to
further
encourage 
contact?
Probably
none.
Having
content
on
your
site 
wrapped
up
as 
an
eBook
or
PDF
which
your
firm
offers
in
return
for
an
email
address 
is 
a
great
way
to
maintain
engagement
with
the
inquisi3ve
prospect.
 Thats 
not
to
say
 that
your
 website 
becomes 
a
barren
ground
with
only
 eBooks 
and
PDFs 
(definitely
 not
 good
from
 a 
SEO
 perspec3ve)
 but
 ascertaining
 pockets
 of
 content
 that
 could
 be
 compiled
 and
 put
together
 is 
a 
great
 way
 to
 start
 preparing
 for
 lead
genera3on
 with
 a
prospec3ve
 client
 and
of
course
begin
the
next
step,
engagement.Finally,
 at
 what
 point
 does 
 a 
 conversion
 become 
 a
 conversion?
 Theres 
 something
 about
 the
psychology
 of
trea3ng
a 
conversion
as 
not
 necessarily
 a
person
who
is
eyeballing
you
across 
the
desk
aTer
theyve 
signed
the
client
agreement.
If
a 
conversion
in
your
firm
was 
a 
person
who
had
made 
contact
with
your
firm
as 
a
result
of
any
 marke3ng
touchpoint,
it
may
 be
likely
 just
 by
 the
language
that
you
will 
treat
this 
person
differently.
In
other
words,
if
a 
person
is
engaged
with
your
firm
 despite
 the 
depth
 of
 that
 engagement,
 the
 role
 of
 your
 firm
 is 
to
 shiT
 the
 person
 from
lukewarm,
 to
 warmer
 to
 hot.
 Accordingly,
 this
person
 needs 
to
 be
 engaged
 at
 different
 levels
during
the
transforma3on
and
has
to
be
respected
and
taken
care
of
with
kid
gloves.So
to
wrap
up,
 think
seriously
 about
your
 en3re 
firms
touchpoints
and
whether
 by
 their
 nature
they
 are
encouraging
flight,
as
opposed
to
engagement.
What
can
you
package 
up
that
may
 be
a
useful 
resource
(oTen
your
Google
Analy3cs
is 
a 
great
tool 
in
defining
how
people 
are 
finding
you
anyway)?
How
will
your
firm
record
contact?
What
is
your
law
firm
marke3ng
strategy
in
moving
a
poten3al
client
from
warm
to
hot?
Last
but
not
least,
is
it
worth
thinking
differently
 about
what
a
conversion
is
at
your
place?If
youre
stuck
we
can
help.
We
can
assist
in
not
only
defining
the
strategy,
but
of
course,
our
Law
Publisher
service
provides
eBook
and
PDF
creaAon
and
our
web
design
and
development
team
can
integrate
this
into
your
site,
along
with
the
email
capture
funcAonality.
Give
us
a
call
1300
886
322
    • Is
Your
Law
Firms
Website
Mobile?Smart
 punters 
everywhere
have
been
claiming
that
2011
 is 
the 
year
 of
the 
third
screen,
mobile.
Well,
Damon
Scarr
of
Yahoo7
reckons 
that
its
the
decade
of
bobile 
and
when
you
look
at
the
stats,
you
have
to
agree.Media
consump3on
 and
 screen
 3me
 in
Australia 
is 
going
 through
 the 
roof
 with
people
 in
this
country
now
consuming
in
the
vicinity
 of
52
hours 
of
media 
every
single
week.
Most
of
that
3me,
or
at
least
3
out
of
5
of
Australians 
are
mul3‐tasking
between
TV
and
a 
mobile
device
and
despite
this,
most
law
firm
websites
just
wont
render
on
a
small
screen.
Hows 
your
firms
website
performing
under
the
shiTing
popula3on
of
poten3al 
clients
trying
to
find
your
 firm
 on
their
 iPhone,
 Samsung
 or
 whatever?
 Id
 say
 from
our
 experience
at
 crawling
across
law
firm
websites
all
over
the
World,
not
real
well.The
 Integra3on
 a
 mobile
 strategy
 into
 your
 law
 firm
 is
 becoming
 less
 difficult
 daily,
 but
 the
plasorm
has
to
be 
right
in
the
first
place.
If
youre
hard
up
for
cash,
then
in
the
very
least
get
up
a
WordPress 
blog,
jam
it
 full 
of
content
 and
integrate
it
 into
your
exis3ng
website.
There
are
some
add‐ons 
out
 there
 which
 will 
ensure
 all
 renders 
 well
 on
 the
 third
 screen.
 If
 you
 want
 some
pointers,
give
me
a
yell.In
the
meanAme
ponder
this.
Grow
your
Firm
does
web
design,
development,
SEO,
social
media,
video
producAon,
syndicaAon,
content
generaAon
and,
wait
for
it....mobile
phone
web
design.
Contact
us
on
1300
886
322
or
if
youre
outside
or
inside
Australia
for
that
maaer,
go
hereLaw
Firms
and
Mobile
Phone
ApplicationsLaw
firms
considering
 Mobile
Phone
Applica3on
Development
should
ponder
a 
few
other
things
first.The
uptake
of
mobile
device
technology
has 
been
growing
exponen3ally
in
Australia 
during
the 
last
2
 years
with
es3mates 
that
 our
 use
of
 such
devices
is 
at
one 
of
 the
highest
 rates 
in
 the
world.
According
 to
 the 
Neilson
 Report,
 43%
 of
 online
Australians 
now
 own
 a
 smartphone,
 over
 one
quarter
of
social 
networkers 
(26%)
par3cipated
in
mobile
social 
networking
in
the
past
year
and
66
%
of
mobile
social
networkers
are 
under
35
years
of
age.
Of
course 
on
top
of
this,
there
has 
been
a
huge
spike
in
purchases
of
tablet
technology
like
the
iPad.While
mobile
devices 
have
dras3cally
changed
communica3on,
theyve
imposed
both
exci3ng
and
challenging
possibili3es
for
 law
firms
who
want
to
engage
with
this 
growing
 mobile 
traffic.
 How
you
engage
is
the
fundamental
ques3on.
    • Trilby
 Misso,
 the 
Personal 
Injury
 Law
Firm
recently
 launched
their
 own
accident
app
which
now
joins
others 
on
the
market.
While
it
provides
a
novel
way
 to
engage
the
firm
if
youve
suffered
an
injury,
paradoxically
 the 
firm
has
invested
no
effort
into
making
their
 own
website
readable
on
a
smart
 phone.
 The
strategy
at
first
 blush
appears
very
 much
"cart
 before
the
horse,"
but
 is 
by
 no
means 
a 
remote
example 
of
firms
wan3ng
an
app
without
properly
considering
their
wider
online
strategy.When
 youve
got
 great
 brand
recogni3on
in
 the 
market,
 ensure
that
 all 
your
 online 
marke3ng
touch‐points
are 
effec3ve
before
spending
what
can
be
an
inordinate 
amount
of
money
on
mobile
applica3on
development.
If
you
havent
got
great
brand
recogni3on
in
the
first
place,
forget
it.Learn
more
about
Law
Firm
Marke<ng
Strategy.Why
Your
Law
Firm
Needs
to
BlogLaw
Firms
wan3ng
to
market
their
prac3ce
online
have
to
blog,
full
stop.The
synonymous
ques3on
were 
oTen
asked
by
 our
 clients
is 
that
 why
 do
we
need
a
blog
 page.
The
simple
response
is
that
you
cant
afford
not
to
have
one.When
it
comes 
to
beYer
posi3oning
your
 law
firm
online,
a
blog
is 
not
only
a 
great
way
 to
share
some 
of
 your
 firms
personality,
 but
 it
 can
count
 considerably
 in
helping
 Google 
find
you,
 thus
helping
you
be
found
by
a
poten3al
client.When
you
think
of
a 
blog
entry,
do
not
 think
of
an
epistle.
 A
 blog
entry
 is
as 
many
 words 
as
is
necessary
to
get
your
message 
across.
A
blog
entry
may
well 
be
one
of
your
lawyers
reflec3ons
on
a 
piece 
of
legisla3on,
a
topical 
legal
issue
or
a 
current
affairs 
item.
It
doesnt
maYer
what
is,
or
how
long
it
is,
but
it
 maYers
for
 everything
in
ensuring
its
content
 that
you
could
imagine
a
poten3al
client
wan3ng
to
read.The
other
 thing
 you
must
 covertly
 consider
 in
 a 
blog
 post,
 are
the 
keywords
that
 the
poten3al
client
 would
 type
 into
 Google,
 and
 those
 handful
 of
 words
 should
 preferably
 be 
 in
 the
 first
paragraph
of
your
content
or
beYer
s3ll,
making
sure
one
of
the
words
at
least
is
in
your
3tle.Your
Law
Firm
cant
afford
not
to
blog
in
this 
new
landscape.
Users
are 
becoming
more
selec3ve 
in
their
search
words 
and
it
may
well 
be
likely
that
you
might
not
get
found
for
"Smiths
Lawyers,"
but
just
might
turn
up
for
"
What
is
a
Consent
Order?"Learn
more
about
Law
Firm
Marke<ng.
    • Should
My
Law
Firm
Facebook?The
perennial
ques3on
asked
by
so
many
firms
is
should
my
law
firm
facebook?Well,
I’ll 
give
you
a 
lawyer
 response,
“it
depends.”
But
before
we
get
to
that
let
me
tell
you
what
Facebook
is,
and
what
it
isn’t.So
Facebook
is
a
social 
network
and
is
used
by
over
350
million
people 
and
it
is 
by
a 
long
way,
the
most
 popular
online
networking
site.
Now,
 when
it
comes
to
Facebook
you’ve 
got
 3
op3ons.
 You
can
create
a
personal 
Facebook
profile,
 a 
Facebook
page,
 a 
Facebook
group
or
 a
Facebook
Fan
page.
Now
what
makes
Facebook
seriously
good
is
its 
ability
to
seamlessly
integrate
other
tools
or
what
we
call 
API’s.
 So
for
 example
you
can
post
 something
 on
your
 Facebook
 page 
and
have 
it
automa3cally
fed
into
your
twiYer
stream.
If
you
don’t
know
anything
about
TwiYer,
we’ll
get
to
it
in
another
video
3p.So,
 returning
to
the 
Facebook
op3ons.
 A
Facebook
profile
is
a
person’s
liYle
spot
 on
Facebook.
Anyone
who
is 
connected
to
this 
person
and
by
 connected,
I
mean
confirmed
as 
a 
friend
of
the
person,
 can
comment
 on
that
 person’s 
Facebook
wall,
 which
is 
sort
 of
 like
a
page.
 Now
 as
the
owner
of
this 
profile,
you’re 
able 
to
upload
media,
like 
video,
images
and
really
 anything
to
it
and
that
media
can
be
accessible
to
those
who
you
have
connected
with.Now,
a 
Facebook
Fan
page 
may
 be
relevant
for
 your
law
firm.
A
person
who
is 
a 
representa3ve
of
the
firm
can
create
a
Facebook
page
and
maintain
it
via 
the
administra3on
part
of
the
page.
As 
an
administrator
you
can
similarly
upload
anything
and
communicate
to
those
people
who
“like”
your
page.
 In
 other
 words 
are
 connected
to
it.
 Now
 here
is
where 
its
important,
 recipients
of
 your
communica3on,
whatever
it
is,
cannot
respond
to
it,
but
if
they
don’t
want
it,
they
can
opt
out.A
 Facebook
 Group
 can
be
created
by
 any
 Facebook
user,
 and
can
be 
taken
care
of
 by
 mul3ple
administrators.
You
can
have 
a
group
closed
or
open,
open
meaning
anybody
can
join,
closed
being
by
invita3on
only.So,
those 
are
the
op3ons
and
obviously
a
Facebook
Fan
page 
is
the
most
appropriate 
for
a
law
firm
given
the
fact
that
you
can
control
it.Now
why
 would
your
 firm
want
 to
Facebook?
Well 
the
sheer
 numbers 
of
poten3al
and
exis3ng
clients 
that
use
the 
plasorm
would
probably
 shock
you.
For
example
the
biggest
spike
is 
women
between
55
and
60.A
 Facebook
 Fan
 page 
allows 
users 
to
 see 
another
 dimension
 of
 your
 law
 firm.
 Sure,
 you
 will
probably
duplicate
some 
of
the
content
from
your
website,
but
it
allows
your
firm
to
post
dynamic
content,
 like 
 images,
 videos 
 and
 publica3ons 
to
 a 
 community
 of
 people
 who
 visit
 their
 own
facebook
 presence
 are 
 connected
 to
 your
 law
 firm.
 It
 allows 
 your
 firm
 to
 have 
 an
 ongoing
conversa3on
which
really
a
website
doesn’t
afford.But
before
you
consider
a 
Facebook
page,
which
in
your
firm
is
going
to
be
responsible
for
it?
This
is 
where 
it
all
falls 
down.
If
your
firm
isn’t
going
to
keep
your
page
updated,
don’t
go
there.
Some

    • recent
research
has 
shown
that
out
of
date
web
content
generally
gives 
users
a 
poor
percep3on
of
your
firm
generally.So,
work
out
who
is
going
to
maintain
it
and
of
course
pull
together
and
coordinate 
what
goes
up.
This 
person,
or
preferably
a
group
of
people
should
also
be
thinking
about
how
some 
content
can
be
packaged
with
flair
of
innova3on.At
Grow
your
Firm
we 
know
this
coordina3on
and
of
course
maintenance
can
be
difficult
and
we
can
provide
it
in
our
bundle
of
services,
if
necessary.
Or,
if
your
Law
Firm
is 
s3ll 
wrestling
with
the
idea,
or
it
wants
more
informa3on,
we
can
do
that
too.Learn
more
about
Law
Firm
Strategy.
    • Google
Analytics
    • <<Back
to
Table
of
Contents>>How
to
Get
Better
Ranked
by
GoogleThe
synonymous
ques<on
asked
by
lots
of
law
firms
in
their
law
firm
marke<ng
endeavors
is
howdo
we
get
to
page
#1
on
Google?GeNng
ranked
well
by
 Google
or
 other
 search
engines 
for
 that
 maYer
 is 
dependent
upon
a
few
things,
the
most
 important
 of
which
is
for
what
 keyword
or
 set
of
keywords 
your
 firm
wishes 
to
dominate.
Only
aTer
defining
the 
keywords 
can
you
get
a 
clue
on
what
your
firm
will 
need
to
do
to
rank
beYer.
While
were
pleased
to
say
that
all 
the 
law
firms 
that
are 
our
clients
are
ranking
in
the
vicinity
of
#1
or
#2
on
Google
for
the 
keywords 
that
were
targe3ng,
if
the
strategy
 was
to
change
and
we
began
chasing
the
generic
term
"lawyers,"
than
we
would
have 
to
concede 
that
it’s 
going
to
take
a 
fair
amount
of
3me,
persistence
and
dedica3on.
You
see
ranking
well
is 
dependent
on
a
number
 of
factors 
like,
the
age
of
your
domain
name,
how
long
your
site
has 
been
around,
how
prevalent
 are
the
keywords
in
both
code
and
copy
 of
your
 website,
 how
prolific
is
your
 content,
how
frequently
is 
content
added,
the
number
of
links
to
your
site
and
the
quality
of
those
links 
and
increasingly,
social
media
profile.Now,
while
that
is 
generally
the
case
for
most
keywords 
your
firm
might
be 
chasing,
it
is 
surprising
how
many
long
tail
terms 
your
firm
can
capture
well.
Remember,
long
tail
keywords 
are
those 
that
are 
more 
specific.
 So,
people
who
once
were 
inclined
to
type
"wills
and
estates,"
 now,
 they
 will
type,
"What
is 
probate,"
or
"what
an
enduring
power
 of
aYorney
 is."
If
it
were
the
case
that
your
firm
who
specializes 
in
wills
and
estates,
 generated
frequently
 good
content
 in
rela3on
to
those
terms,
even
poten3ally
building
a
microsite
around
them
or
a 
core
of
related
ques3ons,
your
firm
may
dominate
search
results
easier
than
say,
"Wills
and
Estates
Lawyers."I
repeatedly
 talk
about
 the
importance 
of
deriving
 your
 website
and
its 
keywords 
from
a
robust
content
 strategy
 and
 when
 it
 comes 
to
 ranking
 well,
 cannot
 overstate 
it.
 In
 fact,
 with
 a 
great
content
strategy,
 and
a 
collec3ve
dedicated
response 
to
crea3ng
excellent
content
 that
abides 
by
sound
SEO
(search
engine
op3miza3on)
principles 
you
can
do
extraordinarily
well 
on
many
fronts.
Your
firm
will
become
renowned
for
genera3ng
user‐focused
content,
renowned
for
its 
innova3on
in
communica3ng
 that
 content
 broadly
 and
 Google 
will
 accordingly;
 reward
 your
 firm
for
 it
 by
beYer
rankings.Be
that
as
it
may,
if
your
firm
is
grappling
with
the
whole
noAon
of
SEO,
here
is
a
great
resource
from
the
team
at
Search
Engine
Land
Get
it
here
    • Is
Your
Law
Firm
Website
Converting?There
is
oQen
conjecture
in
rela<on
to
what
is
a
"conversion."
Rather
than
deal
with
it
here,
I
urge
you
to
take
a
look
at
this
previous
post.So,
for
 all
intents 
and
purposes,
let’s
just
 concede
that
conversions
may
look
different
 across 
the
spectrum
of
law
firms,
 but
essen3ally
 can
be 
categorized
as
contact
between
an
online
searcher
and
your
prac3ce.
While
actually
measuring
conversions 
can
be
problema3c
depending
upon
how
you
 do
 it,
 what
 shouldnt
 be
 problema3c
 is 
 your
 firms 
 commitment
 to
 Conversion
 Rate
Op3miza3on
(CRM).CRM
is
all 
about
trying
to
improve
your
web
presence 
to
encourage
more
conversions.
While
Ive
repe33vely
spoke
about
the
importance 
of
great
content,
what
oTen
can
be
ignored
is
how
such
content
 is
 integrated
 into
 the
 site
 or
 blog.
 In
 other
 words,
 is 
your
 site
 both
 aesthe3cally
 and
accessibility
focused?
Rarely
does 
this
ever
 get
a 
look
into
because
by
and
large
law
firms
consult
with
a
web
designer
who
designs 
the
site,
provides
a 
content
management
system
(allowing
you
to
add
content
via 
site
administra3on)
and
no‐one 
gives 
a 
second
thought
to
how
it’s
all 
performing
un3l
it
all
gets
a
bit
stale
a
couple
of
years
later
and
a
re‐design
is
commissioned.Its 
an
expensive
mistake 
because 
rarely
is 
it
the
case
that
designers 
will
hit
the
mark
straight
away.
The
sites 
that
work
are
most
certainly
those
where
CRM
 is 
a 
key
element
of
the
online
marke3ng
strategy.CRM
 is 
most
 commonly
 conducted
by
 a 
close
analysis 
of
your
 analy3cs 
data 
derived
from
 most
notably,
 Google
 Analy3cs 
itself.
 There 
are
 other
 tools 
that
 work
 well 
with
Google
 Analy3cs,
 in
par3cular
 Crazy
 Egg
 which
provides
a
heat
 map
behind
your
 site
showing
 a
graphical 
display
 of
how
users
are
interac3ng
with
it.
    • When
you
look
at
the
data 
sets
collec3vely,
it
becomes 
apparent
what
is
working
aesthe3cally
and
what
isnt.
Dead
spots 
are
ever
so
obvious 
and
so
too,
design
characteris3cs 
that
are 
working
well.
But
rather
than
simply
ditch
the
whole
lot
and
start
again,
web
designers 
who
care
about
your
firm
will
nearly
always 
encourage
the
use
of
AB
or
mul3variate 
tes3ng
tools.
In
other
words 
you
can
put
out
to
market
 over
a 
set
period
a 
number
of
itera3ons
of
your
website,
watch
the
analy3cs 
and
determine
which
is 
performing
 best
from
a
conversion
point
 of
view.
 Obviously,
 if
you
havent
a
strong
and
robust
conversion
repor3ng
mechanism
in
your
prac3ce,
than
it
all
falls
down.Googles
Website
Op3mizer
is 
the
most
commonly
used
tool 
to
measure 
the 
itera3ons 
and
is 
a 
free
tool.
If
you’re
serious
about
your
law
firm
marke3ng
strategy,
youve
just
got
to
integrate
it.CRM
is
well
worth
its 
value
and
if
youre
considering
your
law
firms 
web
presence
seriously,
than
you
just
have 
to
be 
doing
it.
Youll
be
surprised
how
at
3mes 
a 
slight
 varia3on
to
a
website 
or
a
contact
form
can
have
such
a
considerable
and
measurable
impact.At
Grow
your
Firm
we
do
it,
because
to
do
otherwise
is
seriously
shortchanging
your
client
with
a
product
you
just
havent
a
clue
is
going
to
work
to
expectaAons,
despite
user
tesAng
and
persona
research.Google
+1
Launch Watch
video
at
www.youtube.com/embed/4RyY2‐ofP4gIf
you
ever
were 
a
skep3c
in
rela3on
to
the
importance
of
genera3ng
user‐focused
content
for
your
web
plasorms,
well
you
might
just
end
up
paying
for
it
significantly
if
Google
have
their
way.Last
 week
saw
the
release 
of
Google
+1,
 an
applica3on
capable
of
 being
placed
on
all
websites,
blogs 
and
the
like,
 allowing
the
user
 to
give
your
 law
firms
content
a 
vote
or
 recommenda3on.
According
to
Google,
they
 will 
pay
 considerable
heed
to
the
vote
count,
impac3ng
poten3ally
 on
where
your
law
firm
will
rank
in
Google.Our
 search
 engine
op3miza3on
 (SEO)
 team
 is 
s3ll 
trying
 to
get
 their
 head
 around
 it
 like 
their
counterparts 
throughout
 the 
World.
 But
 if
 it
 takes
off,
 and
some
are
saying
that
 it
 wont
 given
Googles
fairly
 ordinary
 history
 in
social 
applica3on
development,
 it
 will
reward
 those
law
firms
among
you
who
are
puNng
out
great
content
consistently.My
advice,
get
on
it,
it
wont
hurt
you
and
it
may
just
pay
significant
dividends.
We
can
help
you
integrate
it
in
a
jiffy.
Open
a
post
here
and
youll
see
it
down
the
boaom.
While
youre
there
give
us
a
Ack.
1300
886
322
if
you
need
us
    • Measure
Everything
TwiceMarc
 Gagne 
from
Adobe
made
some 
cogent
 comments 
recently
 in
B&T
 Magazine
in
rela3on
to
op3mizing
your
web
presence,
and
he
wasnt
just
talking
about
SEO.So
oTen
 knee
jerk
 reac3ons
when
 considering
 how
 your
 law
 firm
 is 
performing
 online
can
 be
disastrous.
We 
have
been
doing
a 
liYle 
consultancy
with
one 
of
Australias
largest
provider
of
legal
services
who
have
been
long
lamen3ng
that
their
web
presence
is
dead.
Theyre 
right.
But
rather
than
race 
towards 
a
complete
overhaul,
weve
persuaded
them
for
 a 
small
period
of
3me,
to
run
extensive
tes3ng,
 plugging
in
a 
diverse 
range
of
analy3cal 
tools.
Why?
Because 
despite 
the
web
presence
 being
 lame,
 it
 is
 in
 receipt
 of
 loads
 of
 traffic
 and
 to
 kill 
it
 now,
 we 
 would
 miss 
an
opportunity
of
ascertaining
how
people 
come
to
the
site,
the
traffic
paths 
they
leave 
while
theyre
there
and
loads
of
other
great
informa3on
that
can
smartly
inform
the
redesign.Gagne
 opines 
 that
 when
 it
 comes
 to
 measurement,
 most
 companies
 "dont
 provide
 enough
investment
 in
the
areas
of
analy3cs 
and
measurement
and
so
oTen
dont
access 
to
the
data 
and
results
they
need
to
make
intelligent
and
3mely
decisions."I
 couldnt
 agree
more.
 Your
 web
 presence 
if
 it
 isnt
 already
 should
 be
a 
major
 touch
 point
 in
your
law
firm
marke3ng
strategy.
Treat
it
like
that,
and
if
youre 
remiss 
in
having
someone
in
your
firm
understand
 the 
analy3cs,
 get
 them
 some 
training
 or
 alterna3vely,
 consider
 an
 agency
 like
ourselves
who
will
take
care
of
it
and
report
accordingly
and
of
course,
panel
bea3ng
your
strategy
if
necessary.Marketing
Your
Law
Firm
on
GoogleLaw
Firm
Marke3ng
is
all
about
going
where
the
poten3al
clients
are.GeNng
seen
on
the
web
is 
the
secondary
goal
to
geNng
seen
by
 Google
for
 the
keywords
which
epitomize
your
 legal
prac3ce.
 In
 other
 words,
 we 
regularly
 see
 law
 firms 
inves3ng
 heavily
 in
a
website
that
has
all
the 
bells
and
whistles,
but
 neglect
the 
basic
fundamentals 
of
online
law
firm
marke3ng.Lets 
get
momentarily
technical.
The
Google 
Spider
crawls 
through
websites
trying
to
capture 
who,
what
and
where 
you
are.
 It
scurries 
around
the 
back‐end
of
your
 site 
seeking
some
informa3on
indicators 
that
 although
 sparse,
 tell
Google
what
 they
 should
 communicate
to
the 
World
about
your
firm.
You
can
get
a
preYy
good
idea 
what
Google 
is 
telling
everyone
by
 doing
this
very
 easy
task.
Pause
now
and
open
up
your
website.
    • Go
to
the
top
of
your
 browser
and
click
on
"View."
Now,
 follow
down
the
menu
and
click,
"View
Source."
You
dont
need
to
understand
all 
this
geek‐speak,
but
in
that
liYle
page
that
has
opened
up
are
two
incredibly
important
pieces
of
informa3on
that
Google
thinks
a
lot
about.Find
the
string
of
words
that
 follow
the
3tle 
tag.
This 
phrase
of
words
is 
incredibly
 important.
 If
youre 
a
family
 law
firm
prac3cing
in
WangaraYa,
 then
simply
 having
a
3tle
tag
that
says,
"Smith
Lawyers"
wont
help
posi3on
your
 firm
that
much.
But
thinking
about
what
a 
poten3al 
client
type
into
Google
would
may
 suggest
 a
more
useful 
term.
 For
 example,
 it
may
 be
the
case
that
 most
people 
looking
for
a
family
lawyer
in
WangaraYa 
might
type,
"WangaraWa
Family
Law".
So,
having
a 
3tle
tag
like
"WangaraYa
Family
 Law
|
Smith
Lawyers"
 will
widen
your
 scope
of
securing
those
poten3al
clients.The
other
really
 important
 thing
in
the 
source
document
is
the
meta 
descrip3on
tag.
 This 
is
like
your
elevator
pitch
and
should
be 
provoca3ve 
enough
that
once
a
person
sees
your
revised
3tle 
in
Google,
they
read
the
brief
descrip3on
below
and
because
of
its
potency,
open
up
your
website.Looking
at
these
two
things
to
ensure
that
the
string
of
words
accurately
describe
your
law
firm
is
a
great
start
to
your
online
markeAng
acAviAes
and
wont
cost
you
a
cent.See
Your
Website
without
Opening
ItIn
this
law
firm
marke3ng
3p,
we
reveal
a
Google
Strategy
that
just
may
be
hur3ng
your
law
firm.Google 
Instant
Preview
(the
search
tool 
that
shows
a 
site
preview
on
Google)
is 
great
for
law
firms
that
have
an
aesthe3cally
great
site,
but
absolutely
horrendous
for
those
who
look
shoddy.The
 impact
 of
 Google
 Instant
 Preview
 for
 law
 firms
 who
 have
 treated
 their
 web
 presence
apathe3cally
will
be
star3ng
to
reveal
themselves
as 
increasing
numbers 
of
poten3al 
clients
search
online.
 Paradoxically,
even
for
those
firms 
who
have 
invested
considerably
 in
SEO
(search
engine
op3miza3on)
 strategies,
 ranking
 in
 the
top
 three
 of
 organic
 searches 
will
mean
 nothing
 to
 the
more
discerning
user
who
is
using
Google
Preview
to
filter
their
choices.
The
other
impact
of
course
if
Google
Instant
Preview
takes 
hold
as 
a 
key
tool
for
the
searcher,
is
for
web
designers 
to
be
able 
to
accentuate
calls 
to
ac3on
that
will 
translate
despite 
the 
small 
size
of
the
preview
panel.All 
said
and
done,
 Google 
Instant
Preview
is 
sharply
 reminding
both
law
firms
an
designers 
alike,
that
design,
content
and
SEO
are
the
holy
trinity
in
crea3ng
a
web
presence
that
works.
    • Your
Law
Firms
Bounce
RateIn
this
law
firm
marke3ng
3p,
we
expose
bounce
rate.If
 your
 Law
 Firm
 hasnt
 got
 Google
 Analy3cs
 fiYed
 to
 the
 back
 end
 of
 your
 website,
 then
unequivocally
youve 
got
a 
very
 hit
 and
miss 
online 
marke3ng
strategy.
 
If
youre
in
this 
boat,
get
on
to
your
web
designer/developer,
tell
them
their
negligent
and
you
want
it
integrated
at
no
cost.
 
It
is
dead‐easy
to
do
(about
5
minutes)
and
these
days
every
site
should
be
built
with
this
included.For
those 
law
firms
enjoying
the 
breadth
of
informa3on
that
Google
Analy3cs
is
telling
you
about
how
"s3cky"
your
web
presence 
is,
most
 likely
 you
could
be
geNng
caught
up
with
the 
"bounce
rate"
as
being
the
defini3ve
test
for
how
well
the 
site
is 
doing.

Of
course,
bounce
rate
is 
a 
kind
of
standard‐bearer
 metric
 for
 measurement
 and
 simply
 gives 
a
 percen3le
 indica3on
 of
 how
 long
people 
are
hanging
on
your
site 
for.

Simply
put,
its 
suggested
that
higher
the
bounce 
rate
the
less
effec3ve
your
site
is.Well,
 a 
simplis3c
 applica3on
 of
 bounce
 rate
 as 
the 
measurement
 for
 site 
effec3veness 
can
 be
misleading
for
many
law
firms.

Prac3ce
Managers
can
oTen
get
hung
up
on
high
bounce
rates 
and
demand
 that
 something
 aesthe3cally
 be 
done 
to
 get
 people
 to
 stay.
 
 The
 problem
 with
 that
approach
is,
bounce
isnt
necessarily
bad.It
can
be
the 
case 
that
a
law
firm
may
 have
a 
bounce
rate
of
65
‐
70%
yet
have
a
stellar
record
of
conversion
on
their
site.
 
 
 One
conclusion
that
can
be 
drawn
is
that
nearly
 all 
discerning
users
of
the
site
are 
successfully
 called
to
ac3on,
 and
those
less 
discerning
bounce‐off.
 
Now,
thats
not
a
bad
thing
right?

You
dont
necessarily
want
big
traffic,
low
bounce
rates
and
liYle
conversions.So,
when
your
 firm
is 
considering
 bounce
rate,
dont
 ever
 look
at
it
 in
isola3on.
 
 It
needs
to
be
consider
as
an
important
tool
that
resides
in
a
tool
box
of
other
equally
important
analy3cs
tools. Learn
more
about
Law
Firm
Marke<ng
Tips
    • Beef
Up
Your
About
Page
NowOne
of
the
great
strengths 
of
Grow
your
Firm
is 
that
we 
solely
specialize 
in
law
firm
marke3ng,
and
because
of
this,
the
collec3ve
analy3cal
data
we
are
gathering
from
our
en3re
clients 
websites 
is
truly
insighsul.To
share
just
a
skerrick
of
informa3on,
if
your
law
firm
has
got
a
preYy
 ordinary
"About
Us"
page,
then
 I
 highly
 recommend
 you
 make 
 it
 extraordinary,
 or
 in
 other
 words 
in
 the
 very
 least
 add
considerable
content
depic3ng
who
your
lawyers
are
and
of
course
their
experience.Our
 analy3cs 
strongly
 tell 
us
that
 second
to
your
 home 
page,
 your
 about
 us
page
 is 
the
 most
commonly
 viewed.
 If
 there 
is 
nothing
 there
 to
 keep
 them,
 the
 bounce
 from
 that
 page 
can
 be
astronomical.
Now,
as
we
find,
some 
firms 
are
a 
liYle 
reluctant
to
gloat
about
themselves,
get
over
it,
and
populate
your
page
today.
You
might
be
surprised.Get
a
Free
Website
Analysis,
visit
us
hereHope
you
have
enjoyed
it?Please
let
us
know
at
www.growyourfirm.com.au
Other
Resourceswww.growyourfirm.com.auwww.lawfirmmarke8ng.net.auwww.lawfirmmarke8ngpodcast.comNeed
Help?sales@growyourfirm.com.au