Websites 201

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This is a presentation I gave on Oct. 14, 2011, at the American Bar Association Law Practice Management Section meeting on Cape Cod.

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Websites 201

  1. 1. Websites Website 201 201 orLessons from One Firm’s Mistakes ABA LPM Fall Meeting Oct. 14, 2011 ABA LPM 10/14/11 Robert J. Ambrogi, Esq. Robert J. Ambrogi www.lawsitesblog.com
  2. 2. 101: Review of the basicsRobert J. Ambrogi Esq. lawsitesblog.com
  3. 3. 101: Develop your theme • What distinguishes you? • Why should clients trust their problems to you?Robert J. Ambrogi Esq. lawsitesblog.com
  4. 4. 101: Clean, simple design • Break topics over multiple short pages. • Use short paragraphs and bullet points. • Use heading tags <h1><h2> to emphasize key text. • Test in multiple browsers, including Lynx.Robert J. Ambrogi Esq. lawsitesblog.com
  5. 5. 101: Write it well • Content is king. • Write for readers, not search engines. • Use natural language. • Don’t bury the lead. • Use facts, not hyperbole. • Follow the “four eyes” rule.Robert J. Ambrogi Esq. lawsitesblog.com
  6. 6. 101: Be client focused • “What we will do for you.” • Client extranet, for access to documents. • Transparency on billing. • Easy contact information.Robert J. Ambrogi Esq. lawsitesblog.com
  7. 7. 101: Add a blogRobert J. Ambrogi Esq. lawsitesblog.com
  8. 8. 101: News and resourcesRobert J. Ambrogi Esq. lawsitesblog.com
  9. 9. 101: LinkedIn & FacebookRobert J. Ambrogi Esq. lawsitesblog.com
  10. 10. 201: Beyond the basicsRobert J. Ambrogi Esq. lawsitesblog.com
  11. 11. 201: Watch on-page SEO • Use descriptive <title> elements • Use descriptive ALT elements • Page title elements are shown in search resultsRobert J. Ambrogi Esq. lawsitesblog.com
  12. 12. 201: Use ‘description’ tag • Tells search engines what page is about. • Sometimes used as description in search results. <meta name="description" content="Devine Millimet Attorneys at Law Devine Millimets Business and Tax Planning practice group provides advice on organizational structure, tax issues, ongoing operational issues and sale and acquisition planning to businesses of all sizes and in all industries." />Robert J. Ambrogi Esq. lawsitesblog.com
  13. 13. 201: Research keywords Google Keyword Tool: https://adwords.google.com/select/KeywordToolExternalRobert J. Ambrogi Esq. lawsitesblog.com
  14. 14. 201: Use analytics • Website traffic. • Incoming links. • Search engine rankings. • Intakes. • Files opened. • Invitations.Robert J. Ambrogi Esq. lawsitesblog.com
  15. 15. 201: Seek inbound links Yahoo! Site Explorer: http://siteexplorer.search.yahoo.com/Robert J. Ambrogi Esq. lawsitesblog.com
  16. 16. 201: Use descriptive URLs Like this: Not this:Robert J. Ambrogi Esq. lawsitesblog.com
  17. 17. 201: Use anchor text • Click here. • Click here: Law Office of Robert Ambrogi.Robert J. Ambrogi Esq. lawsitesblog.com
  18. 18. 201: Don’t bury a blog • Make your blog a brand. • Give it a unique URL. • Name should be descriptive and easy to remember.Robert J. Ambrogi Esq. lawsitesblog.com
  19. 19. 201: Update your blog • This firm’s most recent post was June 21. • Meanwhile, firm published major article on the same topic.Robert J. Ambrogi Esq. lawsitesblog.com
  20. 20. 201: Sign your postsRobert J. Ambrogi Esq. lawsitesblog.com
  21. 21. 201: ‘about this blog’Robert J. Ambrogi Esq. lawsitesblog.com
  22. 22. 201: Promote your blog • List on blog directories. • Tweet your posts. • Share on Facebook. • Share on LinkedIn.Robert J. Ambrogi Esq. lawsitesblog.com
  23. 23. 201: List in directories Alexa Global Rank Compete.com Rank 1. FindLaw.com, 5,765 1. FindLaw.com, 618. 2. Avvo.com, 7.748 2. Justia.com, 1,674. 3. Justia.com, 8,925 3. Lawyers.com, 1,716. 4. Lawyers.com, 8,927 4. Avvo.com, 2,273.Robert J. Ambrogi Esq. lawsitesblog.com
  24. 24. • Build links. • Complete profiles. • Update profiles. • Integrate of blogs. • Add presentations. • List events.201: Link up on LinkedInRobert J. Ambrogi Esq. lawsitesblog.com
  25. 25. 201: Use social media • Just one lawyer in firm on Twitter. • No strategic use of social media.Robert J. Ambrogi Esq. lawsitesblog.com
  26. 26. 201: K.I.S.S. • Separate sections for “Alerts,” “E-Blasts,” “Articles,” “Newsletters,” and “Blogs.” • Last “Alert” was from 2008. • No clear differentiation between types of content.Robert J. Ambrogi Esq. lawsitesblog.com
  27. 27. 201: If it’s broke, fix it • “Send to Colleague” page wouldn’t send. • Many broken links, particularly internal links. • Webinar “player” wouldn’t play.Robert J. Ambrogi Esq. lawsitesblog.com
  28. 28. 201: Get the name right • Firm had changed name but never followed up. • On LinkedIn alone, firm had three different names. • Directories not updated.Robert J. Ambrogi Esq. lawsitesblog.com
  29. 29. 201: Know where to find your partnersRobert J. Ambrogi Esq. lawsitesblog.com
  30. 30. HomeworkRobert J. Ambrogi Esq. lawsitesblog.com
  31. 31. Homework: Refine your content. “Creating compelling and useful content will likely influence your website more than any other factor.” -Google SEO GuideRobert J. Ambrogi Esq. lawsitesblog.com
  32. 32. Homework: Simplify your design.Robert J. Ambrogi Esq. lawsitesblog.com
  33. 33. Homework: Start a blog. “Organic or word-of-mouth buzz is what helps build your site’s reputation with both users and Google, and it rarely comes without quality content.” -Google SEO GuideRobert J. Ambrogi Esq. lawsitesblog.com
  34. 34. Homework: Get out of your cave.Robert J. Ambrogi Esq. lawsitesblog.com
  35. 35. Homework: Set goals and measure success.Robert J. Ambrogi Esq. lawsitesblog.com
  36. 36. Useful resources• Google Analytics, www.google.com/analytics• Google Webmaster Tools, www.google.com/webmasters/tools• Google Webmaster Guidelines, www.google.com/webmasters/guidelines.html• Google Website Optimizer, www.google.com/websiteoptimizer• Google SEO Starter Guide, www.google.com/en/us/webmasters/docs/search- engine-optimization-starter-guide.pdf
  37. 37. www.lawsitesblog.com @bobambrogiambrogi@legaline.com

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