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
<<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.
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.
<<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‐¶ений