Creating a High Performing Law Firm Website
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It goes without saying that central to your firm’s marketing strategy is your website and my team and I often lament that not enough law firms take it seriously
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Creating a High Performing Law Firm Website
- 1. A HIGH IMPACT WEBSITE THAT CONVERTS VISITORS INTO CLIENTS HOW TO CREATE
- 2. STRATEGY TO GR OW YOU R FIR M THE FIVE PART
- 3. O N L I N E S T R A T E G Y W E B D E S I G N & D E V E L O P M E N T C O N T E N T W R I T I N G C O N T E N T M A R K E T I N G E M A I L & S O C I A L M E D I A C A M P A I G N S D I G I T A L P R I N T D E S I G N & P U B L I S H I N G w w w. f a s t f i r m s . c o m
- 4. Agenda the
- 5. 1. Objective
- 8. 4. Usability
- 10. { }1 THE OBJECTIVE Where nearly all firms fail
- 12. 1. We need a website 1. Find websites we like 1. Find a web designer 1. Get a website designed 1. Launch it 1. We need content 1. We need traffic 1. We need social media
- 14. The Objective
- 15. IDENTIFY WHO YOUR CLIENT IS AND SPEAK TO THEM. “ “
- 18. { }2 SEARCHABILITY Getting Google Position
- 19. “MATE, WE WANT TO BE NUMBER #1”
- 21. IDENTIFYING BIG TRAFFIC KEY WORDS KEY WORD SPAMMING KEY WORD LINKING
- 27. IDENTIFY WHO YOUR CLIENT IS AND SPEAK TO THEM. “ “
- 28. 1. CONTENT MARKETING 2. SOCIAL MARKETING 3. LINKS
- 30. Ask SEO Providers for Monthly Link List www.fastfirms.com
- 31. FINDABILITY the
- 32. { }3 FINDABILITY Getting Found by Potential Clients
- 34. GETTING FOUND BY PEOPLE WHO HAVE A LEGAL PROBLEM
- 35. BE REMARKABLE!
- 38. GETTING FOUND VIA THE LONG TAIL
- 40. The Objective
- 41. GET 2,000 EXTRA VISITS TO YOUR WEBSITE. “ “
- 42. MARKETING TO EXISTING CLIENTS
- 44. 1. EMAIL CAMPAIGNS 2. USEFUL TARGETED GUIDES 3. SPECIAL EVENTS (CO-CREATION)
- 47. USABILITY the
- 48. { }4 USABILITY IS IT WORKING?
- 49. MAKE A GREAT FIRST IMPRESSION“ “
- 50. 1. Is this site credible? 1. Is it trustworthy? 1. Does it look professional? 1. How can I find what I want or need? 1. Does this site make me feel welcome? 1. Am I in the right place?
- 52. EVERY PAGE IS THE HOMEPAGE“ “
- 54. GUIDE YOUR VISITOR“ “
- 60. The Objective
- 62. { }5 CONVERTABILTY GETTING CLIENTS
- 63. The Objective
- 64. SPEAK TO YOUR CLIENT & GIVE THEM SOMETHING OF VALUE AND CALL THEM TO ACTION “ “
- 73. Essential Law Firm Website Guide www.fastfirms.com
Editor's Notes
- About Fast Firms
- Where most firms fail. Never start with a plan or strategy that underpins the key marketing objective
- Preoccupation with getting to #1 in Google over everything else
- Findability is different from searchability, getting found doesn’t necessarily have to emanate out of being number 1
- Usability all about understanding who your perfect client is and creating an online user experience that gets them to do what you want them to do, but not always in a overt manner
- Converttability is the final stage of online client acquisition.
- Most firms are lost at sea.
- Erin’s site is somewhat of an example
- Inbound marketing methodology
- Great place to start is to create perfect client personas. Personify your perfect client and tailor your marketing messages to them. If youra personal injury law firm with a focus on work related injuries and you do a lot of work in the abbatoir space, you might start with creating the persona of your typical client, Andrew who is 34 years of age, married with 2 kids, lives outide Wacol, has carpal tunnel syndrome etc
- Firms have a preoccupation with this. If we are realistic out of the hundreds of firms in QLD, those that are going to rank in the top 3 spots for keywords with significant traffic may be in the vicnity of 30 – 40.
- Wild west. The race to the top predicated on the basis that if you werent in the top 3 spots you werent anywhere
- Predicated on this
- Example of relatively high keyword, keyword research
- Keyword spam
- Go and get as many links
- Local firm example
- Google Panda, then Hummingbird
- Steven gursten is killing online.
- Long tail
- Vanesssaa saw you recently for a Will, what are we doing about discussing with her a EPA or AHD? Email campaigns useful, case studies etc
- Create segmented email lists based on practice areas and offer them diverse opportunities to engage
- Podcasts, videos etc
- 6 seconds
- Kegler, robert algeri, consistency between all marketing touchponts
- Not all traffic goes to homepage, check your analytics
- Guiding the user
- Another example
- Set up Google Analytics Goals on key landing pages
- Set up A/B experiments
- Run heat mapping