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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.

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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  • 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. 101: Review of the basicsRobert J. Ambrogi Esq. lawsitesblog.com
  • 3. 101: Develop your theme • What distinguishes you? • Why should clients trust their problems to you?Robert J. Ambrogi Esq. lawsitesblog.com
  • 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. 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. 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. 101: Add a blogRobert J. Ambrogi Esq. lawsitesblog.com
  • 8. 101: News and resourcesRobert J. Ambrogi Esq. lawsitesblog.com
  • 9. 101: LinkedIn & FacebookRobert J. Ambrogi Esq. lawsitesblog.com
  • 10. 201: Beyond the basicsRobert J. Ambrogi Esq. lawsitesblog.com
  • 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. 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. 201: Research keywords Google Keyword Tool: https://adwords.google.com/select/KeywordToolExternalRobert J. Ambrogi Esq. lawsitesblog.com
  • 14. 201: Use analytics • Website traffic. • Incoming links. • Search engine rankings. • Intakes. • Files opened. • Invitations.Robert J. Ambrogi Esq. lawsitesblog.com
  • 15. 201: Seek inbound links Yahoo! Site Explorer: http://siteexplorer.search.yahoo.com/Robert J. Ambrogi Esq. lawsitesblog.com
  • 16. 201: Use descriptive URLs Like this: Not this:Robert J. Ambrogi Esq. lawsitesblog.com
  • 17. 201: Use anchor text • Click here. • Click here: Law Office of Robert Ambrogi.Robert J. Ambrogi Esq. lawsitesblog.com
  • 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. 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. 201: Sign your postsRobert J. Ambrogi Esq. lawsitesblog.com
  • 21. 201: ‘about this blog’Robert J. Ambrogi Esq. lawsitesblog.com
  • 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. 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. • Build links. • Complete profiles. • Update profiles. • Integrate of blogs. • Add presentations. • List events.201: Link up on LinkedInRobert J. Ambrogi Esq. lawsitesblog.com
  • 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. 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. 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. 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. 201: Know where to find your partnersRobert J. Ambrogi Esq. lawsitesblog.com
  • 30. HomeworkRobert J. Ambrogi Esq. lawsitesblog.com
  • 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. Homework: Simplify your design.Robert J. Ambrogi Esq. lawsitesblog.com
  • 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. Homework: Get out of your cave.Robert J. Ambrogi Esq. lawsitesblog.com
  • 35. Homework: Set goals and measure success.Robert J. Ambrogi Esq. lawsitesblog.com
  • 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. www.lawsitesblog.com @bobambrogiambrogi@legaline.com