This document provides considerations for law firm websites, focusing on user experience, biographies, search, client acquisition, micro-sites, and mobile strategies. It discusses the importance of each area and provides best practices and statistics to support having a strong online presence, including having a responsive design to accommodate different devices. Ensuring a positive user experience across all digital touchpoints is key to acquiring and retaining clients online.
Social login adoption is growing at a rapid clip as businesses come to understand social login as more than a means faster registration, and as a key for gaining access to rich, permission-based identity data that drives more relevant user experiences.
This comprehensive eBook covers everything you need to know to develop a successful social login strategy that supports your business needs.
One day conference to provide an overview of the retailer and consumer benefits of open standard identity platform solutions including OpenID, OAuth, Portable Contacts, Activity Streams, Open Social, etc.
Additionally, technology and solution providers will be soliciting input and feedback from retailers on how these technologies should evolve to provide further benefits to retailers and their customers.
LOCAL SEARCH TIPS: Local Search Traffic WhitepaperLocation3 Media
Local Search Traffic, a division of Location3 Media presents a guide to the basics of using local search marketing to your advantage. See what we have to say about local map listings, local pay per click, local search engine optimization, and local search media
Social login adoption is growing at a rapid clip as businesses come to understand social login as more than a means faster registration, and as a key for gaining access to rich, permission-based identity data that drives more relevant user experiences.
This comprehensive eBook covers everything you need to know to develop a successful social login strategy that supports your business needs.
One day conference to provide an overview of the retailer and consumer benefits of open standard identity platform solutions including OpenID, OAuth, Portable Contacts, Activity Streams, Open Social, etc.
Additionally, technology and solution providers will be soliciting input and feedback from retailers on how these technologies should evolve to provide further benefits to retailers and their customers.
LOCAL SEARCH TIPS: Local Search Traffic WhitepaperLocation3 Media
Local Search Traffic, a division of Location3 Media presents a guide to the basics of using local search marketing to your advantage. See what we have to say about local map listings, local pay per click, local search engine optimization, and local search media
Stanford GSB Portland Alumni - Leveraging Social Media for Customer EngagementMatterport
Technologies to increase online customer engagement: OpenID, OAuth, Portable Contacts, Activity Streams, OpenSocial, LiveID, etc. Learn how to maximize SEO, brand projection, and referral traffic.
Internet Marketing - Making the Web Work for Your BusinessLarry Snow
A small piece to a larger presentation that I presented to security businesses. Emphasis on the power of social media, why you need a website, and sharing valuable, relevant, FREE information.
Email Marketing, Connecting the Dots at Dreamforce 2014Michael Helfin
Features:
Sr. Digital Marketing Director, Lydia Colaresi
And CEO of DEG Digital Advertising Agency
They cover engagement through email marketing best practices, growth tactics, and some email basics used by companies like Live Nation, TicketMaster, Levy's and more.
This slide was presented live at Dreamforce 2014 hosted by Salesforce.
Dozens of new positions are emerging to tap into the Facebook, Social Networking era The Internet is changing everything!
Businesses are having to learn on the fly how to play and do business in a world where the behavior of consumers are changing literally overnight. While many organizations saw the changes coming, most are still unaware that the Internet will fundamentally change the way they do business.
SES 2014 - Local Search - Bigger than you thinkPeter Young
Locally orientated searches account for over 1/3 of the 2 trillion searches every year on Google. My presentation @ SES 2014 covers why this has happened and what you can do to maximise this
Give-Get Framework: Balancing Lead Generation With the Expectations of Techno...Frank Jurden
Effective lead-generation strategy begins with the task of defining
and managing user expectations. Offering clear information contact policies are equally important to increase opt-in.
Website Best Practices for Law Firms
The legal industry is changing—global mergers and consolidation, new web, email and social technologies are evolving dynamically along with new expectations from clients as well as employees. Digital capabilities, particularly a firm’s website, provide the first tool to engage existing clients, new clients and employees. But for more than a decade, law firms have considered their websites as just another brochure, not as a way for clients to interact with the firm. Law firms must establish an online presence to promote their brand, facilitate better engagement between the brand and the consumer, recruit new talent and ultimately, acquire new clients.
White Paper: The 2015 State of Consumer Privacy & PersonalizationGigya
This year’s survey results illustrate increased growth and intensity in consumer desire for data privacy and personalized user experiences. While social login usage continues to skyrocket, consumers are also showing a marked interest in next-generation authentication methods, including payment providers and biometrics, indicating a clear evolution of the concept of digital identity: Identity 3.0.
Social Media: Podcasting, Blogging and Social NetworkingDawn Yankeelov
This is an overview talk regarding the state of social media on Aug. 19, 2009 by Aspectx, delivered to guests of One Southern Indiana, and Indiana Small Business Development Centers.
Build Your Brand: Make A Name For Yourself Through Effective CommunicationJoe Barnes
Learn the basics of personal brand building through this easy to follow presentation modified for the web. While this presentation was aimed at graduating college seniors, anyone looking to take control of their image, reputation, and success will find useful tips on building a strong brand that will resonate with their audience.
Presented by Nathan Young and Joe Barnes.
In this presentation, Atlas Advertising CEO Ben Wright gives detailed information about the eight components of world class websites, including online brands, website navigation, search engine marketing, gis systems, and more. This webinar can help you enhance your website in very specific and valuable ways.
Stanford GSB Portland Alumni - Leveraging Social Media for Customer EngagementMatterport
Technologies to increase online customer engagement: OpenID, OAuth, Portable Contacts, Activity Streams, OpenSocial, LiveID, etc. Learn how to maximize SEO, brand projection, and referral traffic.
Internet Marketing - Making the Web Work for Your BusinessLarry Snow
A small piece to a larger presentation that I presented to security businesses. Emphasis on the power of social media, why you need a website, and sharing valuable, relevant, FREE information.
Email Marketing, Connecting the Dots at Dreamforce 2014Michael Helfin
Features:
Sr. Digital Marketing Director, Lydia Colaresi
And CEO of DEG Digital Advertising Agency
They cover engagement through email marketing best practices, growth tactics, and some email basics used by companies like Live Nation, TicketMaster, Levy's and more.
This slide was presented live at Dreamforce 2014 hosted by Salesforce.
Dozens of new positions are emerging to tap into the Facebook, Social Networking era The Internet is changing everything!
Businesses are having to learn on the fly how to play and do business in a world where the behavior of consumers are changing literally overnight. While many organizations saw the changes coming, most are still unaware that the Internet will fundamentally change the way they do business.
SES 2014 - Local Search - Bigger than you thinkPeter Young
Locally orientated searches account for over 1/3 of the 2 trillion searches every year on Google. My presentation @ SES 2014 covers why this has happened and what you can do to maximise this
Give-Get Framework: Balancing Lead Generation With the Expectations of Techno...Frank Jurden
Effective lead-generation strategy begins with the task of defining
and managing user expectations. Offering clear information contact policies are equally important to increase opt-in.
Website Best Practices for Law Firms
The legal industry is changing—global mergers and consolidation, new web, email and social technologies are evolving dynamically along with new expectations from clients as well as employees. Digital capabilities, particularly a firm’s website, provide the first tool to engage existing clients, new clients and employees. But for more than a decade, law firms have considered their websites as just another brochure, not as a way for clients to interact with the firm. Law firms must establish an online presence to promote their brand, facilitate better engagement between the brand and the consumer, recruit new talent and ultimately, acquire new clients.
White Paper: The 2015 State of Consumer Privacy & PersonalizationGigya
This year’s survey results illustrate increased growth and intensity in consumer desire for data privacy and personalized user experiences. While social login usage continues to skyrocket, consumers are also showing a marked interest in next-generation authentication methods, including payment providers and biometrics, indicating a clear evolution of the concept of digital identity: Identity 3.0.
Social Media: Podcasting, Blogging and Social NetworkingDawn Yankeelov
This is an overview talk regarding the state of social media on Aug. 19, 2009 by Aspectx, delivered to guests of One Southern Indiana, and Indiana Small Business Development Centers.
Build Your Brand: Make A Name For Yourself Through Effective CommunicationJoe Barnes
Learn the basics of personal brand building through this easy to follow presentation modified for the web. While this presentation was aimed at graduating college seniors, anyone looking to take control of their image, reputation, and success will find useful tips on building a strong brand that will resonate with their audience.
Presented by Nathan Young and Joe Barnes.
In this presentation, Atlas Advertising CEO Ben Wright gives detailed information about the eight components of world class websites, including online brands, website navigation, search engine marketing, gis systems, and more. This webinar can help you enhance your website in very specific and valuable ways.
The “direct site,” or the main company Web site, is the cornerstone of your sales and distribution system. It not only supports “standard pricing” but also reinforces company messaging and positioning as well as providing access to customer, partner, and vendor support systems.
This is a copy of a review session given to a group of manufacturers, publishers, and technology firms in late 2010. All of these types of Companies have the unique challenge of balancing customer and reseller requirements. Contact Yeoman at 800-667-6098 if you have any questions
The 3rd Annual Chicago Print Production Club’s metamorphosis Show & Tell presents an event of your commercial work. It’s about time we recognizing all you do in the production community! We ask each of you, CPPC or not, to submit a print or mixed media project you’ve been involved on that you LOVE for display at this event. We want to see your work, hold it, feel the stock, flip the piece over, dissect the process... this is what metamorphosis is about...sharing the experience.
The slides from a joint Atrium & Data Strategy Magazine Seminar. It covers Singel Customer Views, CRM, Permission-based Marketing, Social media and much more
Building with Drupal: Personalized Digital Experiences for Higher EducationRachel Wandishin
Due to its flexibility, scalability, and ease of implementation, Drupal has long been the preferred CMS platform for higher education. With personalization becoming an increasingly desirable feature in the marketing toolkit, more and more institutions are looking for ways to incorporate it into their existing Drupal sites — or to put it front and center for new Drupal projects.
By leveraging Acquia Lift’s centralized personalization management platform, integrated with the resilient Drupal experience, we’ll show you how you can deliver relevant content and calls-to-action to your visitors based on their unique consumer journeys — even before you have identified who they are.
In this webinar, we’ll walk you through
- Effective, sustainable, and unobtrusive personalization campaigns for higher education, implemented using Acquia Lift,
- Best practices for colleges and universities to apply personalization to their marketing strategies
- How to implement personalization
Whether you are looking to capture stealth applicants, increase conversions, or reengage prospects, implementing personalization brings relevance to your audiences and helps you achieve your business goals.
In this presentation, we discuss SEO in simplified terms, share free tools to improve your rankings, and give tips on ways to work SEO into your daily business activities. Thank you to Milspo Project for having us.
Find out how economic development organizations can measure/quantify the value of their promotional activities. Through case studies and illustrations of successful EDOs, find out how top performing communities are competing in today's crowded economic development marketplace and where your community ranks among its peers.
This presentation was delivered to the editorial and marketing team at a traditional newspaper. We explored how an 'old-fashioned' print publication can use new media, social media, seo, search engine optimization, youtube, video marketing, and more to build readership, subscriptions and engagement with their audience.
This presentation covers following topics
Changing landscape for business today
Introduction to Digital Marketing
Email Marketing
Display Advertising
Search Engine Optimisation
Search Engine Marketing
Mobile Marketing
Website Development
Web Analytics
E-Commerce
Customer service in new media
How CSR impacts social media sentiment of brand
Crisis management on social media
Viral marketing
SPIN Marketing
This report also has some key insights on @hootsuite and @wearesocial report
Predictive Marketing: A fine line between useless data and patterns that sell.
Predictive marketing has been the buzzword recently. While most companies talk about it, many do not understand the underlying challenges and capabilities. Let's take a quick look at some of the current challenges for marketers, the data set and how predictive can serve a great purpose, if matured properly and embedded into our day to day activity.
Slides are powered by the team at https://www.Vbout.com - Powerful marketing technology for multi-channel campaigns
Triggered Nurturing using Marketing Automation in Sitecore 9edynamic
In the past, triggering a lead nurturing program off of website behavior necessitated the use of data and analytics integrations of some type. For most platforms, it still does, but Sitecore had brought this functionality under one roof in their last version, and improved it even further in Sitecore 9.
Studies upon studies have been done on how efficient you could be, and how much more ROI you’d gain, if you’d just put an organized lead management process in place. Easier said than done though, and best practices are only a good starting point to get your mind around the concept.
Whether you are looking to optimize your CMS or Re-platform to a new one, attend this webinar to walk away with actionable best practices. This webinar will also help you understand the latest cutting edge features available today in best of breed CMS systems and how to use these features to its maximum potential to drive real results.
Law Firm Websites in 2018: Bottlenecks & Recommendationsedynamic
The legal industry is facing significant headwinds due to flat growth, increased competition, and increased client demands. In order to compete in a crowded marketplace, firms must evolve and differentiate themselves to win new business and grow
Progressive Web Apps, also known as Installable Web Apps or Hybrid Web Apps, is the latest industry trend helping businesses create more engaged and loyal customers by presenting regular web pages or websites as traditional applications or native mobile applications to the users.
A Revenue Engine increases revenue for organizations by seamlessly aligning demand gen strategies with business processes and the customer journey, providing a single view of the customer and integrating an optimized CX tech stack.
As marketers, we are all feeling the pressure to measure the impact of every dollar we spend on marketing, and today, there is mounting focus put on the direct revenue impact of marketing on revenue. During this webinar we will showcase a framework for revenue marketers to maximize ROI through their digital marketing efforts.
Engagement strategies for law firms to compete in the age of the customeredynamic
Today’s business relationships can be initiated online using personalized thought leadership content to attract prospects to your firm, engage with your attorneys, and transport them along a buying journey to becoming a client. Your digital platform is now the tool that builds trust and relationships with your clients.
Mid-market marketers’ task is lot tougher compared to large enterprise marketers due to limited budget, lean resources, and complex client needs. For mid-market businesses, it’s vital to be able to compete on a level playing field with industry giants.
Learn how a winning combination of a best-in-class digital experience platform in combination with an award-winning agency with a full Marketing Operations model can drive business success and measurable marketing ROI.
Customers no longer follow neat, linear paths toward a purchase. Instead, they utilize various channels across their lifecycle and with each interaction, your organization must be able to capture their past interactions, preferences, and data to advance their journey – and provide the right customer experience, no matter the channel. With the modern customer journey being nearly impossible to predict, the impact of omni-channel consistency is key.
Contextual Commerce: Best Practices for Winning with Customer Experience with...edynamic
Commerce has evolved. To win customers, you need to win their hearts and minds with customer experience. Great commerce experiences start with understanding your customers, delivering relevant content based on who they are and where they are in the buying journey to allow shoppers to make better-informed decisions and bringing convenience to the buying process.
In the complex mobile technology ecosystem, selecting the right development approach can be intimidating.Sitecore mobile solution makes the entire process simple for marketers and technologists.
Why Marketing is Broken, and how Time to Value fixes it!edynamic
Time to Value is a methodology to increase measurable business revenue using Sitecore in under 30 days. Business demands positive results, Marketers who don’t shift the needle, and who are not data driven simply won’t survive the customer experience revolution.
Scott Stocker shares the best practices you can follow while upgrading your Sitecore environment to its latest version. He also shares handy solutions for common challenges you may face.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
15 ideas and frameworks on the art of storytelling
Websites Considerations for Law Firms - Part 1
1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
WebsitesConsiderations
forLawFirms
NumberOneinaSeries
3. 2
24%
OUT A GLOBAL SURVEY OF
500 BUSINESSES, 24
PERCENT OF THEIR ANNUAL
ONLINE REVENUE WAS LOST
DUE TO A BAD WEBSITE
EXPERIENCE.eConsultancy, June 2011
5. 4
USER EXPERIENCE IS A BROAD RANGE OF
DISCIPLINES WITH THE OBJECTIVE DELIVERING
SATISFYING AND ENGAGING EXPERIENCES
LAW FIRM WEBSITE USER EXPERIENCE (UX)
User
Experience
• Branding
• Usability
• Information
architecture
• Design
Satisfaction
• Pleasure
• Fun
• Surprise
• Achievement
6. 5
WHAT ARE THE CULPRITS OF POOR UX?
WHAT IS REGULARLY FOUND
1. Crowded page—lack of
white space around
elements
2. Misaligned site map—
menus do not reflect the
importance and relevance
of information
3. Hierarchical menus—
difficult to use multi-tier
navigation
4. Deep site navigation—
visitors click 3-4 levels to
get to the information they
seek
5. Search—overwhelming,
irrelevant search results
“PROBLEMS WITH TEXT
LEGIBILITY, TASK FLOW,
LINKS TO PRIVACY AND
SECURITY POLICIES, AND
USE OF SPACE HAVE
DOMINATED THE TOP
FAILURE LIST SINCE 2005.”
FORRESTER, 2012
7. 6
SITE MAP AND NAVIGATION
SITEMAP
1. Does the order of the main
menu reflect what is
important to visitors?
2. Does information hierarchy
align with expectations?
NAVIGATION
1. How deep must visitors go
to get to what they need?
2. Do menus support a “first
glance” overview of
navigation options?
8. 7
PAGE STRUCTURE AND TYPOGRAPHY
PAGE STRUCTURE
1. Is the information structured
in order as is followed by
peoples eyes?
2. Does it have sufficient white
space to make the
information stand out?
TYPOLOGY FOR READABILITY
1. Is there an appropriate use
of font size, type, color and
line height to guide the eye?
10. 9
45%
45 PERCENT OF CURRENT IN-
HOUSE COUNSEL (CURRENT
CLIENTS) REVIEW THEIR
ATTORNEY’S BIOGRAPHY
PERIODICALLY.
BTI Study, 2011
11. 10
56%
56% OF WEBSITE TRAFFIC
GOES TO ATTORNEY
BIOGRAPHIES.
The Great Jakes Blog, 2010
12. 11
Buyers seek a referral
from trusted colleagues or
friends.
They make a short list of
three to six lawyers to
review.
They Google the lawyers'
names to see what
surfaces on page one or
two of results.
Then, these buyers visit
the lawyers' websites and
biographies.
Buyers compare bios
side-by-side on the
conference room table,
filtering the short list.
The buyers may call one,
or perhaps two or three of
the short list lawyers to
interview.
They choose a lawyer
over the others because
the references were
strong, the experience
that the biography
presented was current
and relevant.
The right lawyer gets
hired
BIOGRAPHIES AND LAWYER SELECTION
13. 12
GETTING FOUND
SHOW UP ON GOOGLE
1. Google typically pulls the
first 150 characters in a
lawyer's bio for the search
results
USE THE RIGHT WORDS
1. Be descriptive and
differentiating—what makes
you different
DO NOT FORGET THE LINKS
1. In-bound and out-bound
links determine relevancy
2. Link to pages within your
sites, or external articles,
accolades and news
14. 13
GETTING YOUR MESSAGE ACROSS
MERCHANDIZING ATTORNEYS
1. Make it personal—start with
a great image that engages
2. Make it convenient—
organize information from
most commonly viewed to
least
3. Make obvious—the most
popular information, like
contact details should be at
the top
15. 14
LOOKING GOOD
THE CARDBOARD CUT-OUT?
1. Formality is opening up to
personality—let your people
shine through
2. Reflect the culture of the firm,
while letting the person be the
focus
3. Consider stance, dress, color
and overall tone
4. Do not sacrifice on quality or
size—this may be the
attorney’s first impression
16. 15
ARE RATINGS AND REVIEWS NEXT?
THE AMAZON ATTORNEY
1. Firms are considering if and
how reviews and ratings
make sense
2. As with all user generated
content (UGC) associated
with a firm, it must be
moderated
THE SOCIAL NETWORK
1. Consider LinkedIn, Twitter
and even Martindale-Hubble
Connected as biography
components—provide
another perspective for a
client
18. 17
90%
90 PERCENT OF COMPANIES
REPORT THAT SEARCH IS
THE NO.1 MEANS OF
NAVIGATION ON THEIR SITE.
Search Technology: Resurrecting the Web’s Workhorse, Jupiter Media
Metrix
19. 18
82%
82 PERCENT OF VISITORS
USE SITE SEARCH TO FIND
THE INFORMATION THEY
NEED.
Specialize Your Site’s Search, Forrester Research
20. 19
SEARCH IS YOUR WELCOME MAT
MAKE IT OBVIOUS
1. Put it where people expect
2. Make it look like a search
box
MAKE IT LARGE
1. Make it large enough hold
the longest attorney name
or practice
MAKE IT CONSISTENT
1. Same place on every page
2. Same behavior on every
page
21. 20
DIFFERENT SEARCH FOR DIFFERENT CONTENT
HIERARCHICAL CONTENT
1. Practices and services
2. General information
FLAT CONTENT
1. Biographies
2. Publications
3. News
4. Events
20% 80%
22. 21
SEARCHING FLAT CONTENT
NEED TO FILTER A LARGE
AMOUNT QUICKLY? USE
FACETED SEARCH
FLAT CONTENT
1. Often a large volume:
Thousands (or tens of
thousands) of items
2. Typically attribute rich:
Filtering by attributes can
narrow the search quickly
3. Generally a consistent
structure: Makes it easier to
show specific details in the
search result
23. 22
49%
49 PERCENT OF VISITORS DO
NOT BOTHER TO
REFORMULATE THEIR
SEARCH QUERIES AFTER THE
FIRST FAILED RESULTS.
Jakob Nielsen, 2011
24. 23
SEARCH SUCCESS
Each successive required search query will lose more visitors
Getting a first-time satisfactory search results in greater
engagement
GET IT RIGHT THE FIRST TIME
First query
51%
Second
query
32%
Third
query
18%
25. 24
KEY CAPABILITIES TO GET RIGHT
AUTO-SUGGEST
1. Recommend content that
does exist in your website
2. Provides convenience
SYNONYMS
1. Make smart substitutions
AUTO-CORRECT
1. Fix misspellings on-the-fly
2. Avoid “No Results”
PHRASE-BASED SEARCHES
1. Deliver relevant results
around multi-word searches
27. 26
80%
80 PERCENT OF EXECUTIVES
AGED 50 OR BELOW WILL USE
THE INTERNET DAILY TO SEEK
BUSINESS INFORMATION (THAT
FIGURE IS STILL OVER 60% FOR
THOSE AGED OVER 50).
Forbes, 2010
28. 27
2M
2 MILLION REGULAR
READERS OF THE MCKINSEY
QUARTERLY, OVER 40,000
FACEBOOK FANS, AND
AROUND 40,000 FOLLOWERS
ON TWITTER.SRC Associates, 2010
29. 28
YOUR WEBSITE IS THE IDEAL VEHICLE FOR THOUGHT
LEADERSHIP MARKETING (TLM) TO DRIVE CLIENT
ACQUISITION THROUGH ENGAGEMENT
CLIENT ACQUISITION
WEBSITE
WHITE
PAPERS
WEBINARS EVENTS BLOGS FORUMS
30. 29
THOUGHT LEADERSHIP MARKETING (TLM)
THE PRINCIPLE OF TLM IS SIMPLE ENOUGH:
YOU GIVE AWAY A LITTLE VALUABLE
INTELLECTUAL PROPERTY TO ESTABLISH
YOUR POTENTIAL USEFULNESS TO THE
CLIENT, IN THE EXPECTATION THAT THE
CLIENT WILL USE YOUR EXPERTISE AND
SERVICES
ROLF JESTER, VP, GARTNER, 2010
SHOW THEM WHAT YOU KNOW
31. 30
MAKING TLM MATTER TO CLIENTS
PROSPECTS WANT YOUR PERSPECTIVE, NOT YOUR
SERVICE: THEY WANT TO “BUY INTO” YOUR
APPROACH AND PERSPECTIVE TO SOLVING
THEIR PROBLEMS
Take a Stand:
Develop a POV on
a subject
Tell Me Something I
Don't Already Know:
Make yourself
valuable to your
audience
Be Vertically Famous:
Be known for
depth in a
specialty
What Does Your
Competition Miss?
Fill the gaps in
their offerings and
messages
Develop Your "Voice":
Consciously create
a style and
approach to your
communication
Tell a Story: Make it
a long-term,
engaging
relationship—they
want to come back
32. 31
TLM TO ENTICE AND ENGAGE
TLM CONSIDERATIONS
1. Findability (SEO)—
prospects use Google
search to find solutions to
problems
Use industry vernacular that
people would use to describe
their problem
Use tools like Google Insight
and Trends to confirm your
key word relevance to a
market
2. Gate the content—require
registration before access—
they give to get
3. Follow-up with email to
create a closed-loop
marketing cycle—create
34. 33
93%
93 PERCENT OF BUYING
CYCLES START WITH ONLINE
SEARCH (PERHAPS NOT
QUITE WHAT YOUR FIRM
EXPERIENCES—BUT THERE
IS MOVEMENT THAT
DIRECTION).
Marketo, 2011
35. 34
SMALL BUT EFFECTIVE
MICROS-SITES
1. Small task and message-
focused websites
2. Landing pages (1-2 pages)
support lead capture,
typically from email or PPC
campaigns
3. Larger micro-sites support
branding and SEO
campaigns with targeted
messaging
4. Typically are stand-alone
with their own URL
36. 35
HOW CAN ATTORNEYS USE THEM?
THE ATTORNEY MICROSITE
1. Complements the main
website biography
2. Provide greater detail about
themselves personally, their
matters and documents
3. Becomes blogging platform
to communicate and interact
with the public
4. Each attorney can
personalize the experience
37. 36
HOW CAN PRACTICE USE THEM?
THE PRACTICE MICROSITE
1. Deliver industry or problem-
specific messages to a
targeted audience
2. Build a following around the
thought leadership first, firm
brand second
3. Host a moderated forum to
support the overall targeted
discussion to establish
credibility and trust
4. Develop deep SEO to drive
acquisition in the target
market
38. 37
CREATE UNIQUE CONTENT
Content duplication (copying) between the main website and the
microsites will lower page rankings within Google for all sites
Inventory obsolete microsites to understand their content when
compared to the main site—these forgotten sites can damage
rankings
KEEP IT FOCUSED, KEEP IT SIMPLE
Targeted content results in targeted visitors—maintain tight, guided
editorial control to reach the right audience through search
Drive people to take action—register for an event, download a white
paper or to call you to discuss their concerns
KEY CONSIDERATIONS
41. 40
24%
WITH NEARLY ONE IN FOUR
SMARTPHONE OWNERS (OR
24%) ALSO USING TABLETS
DURING THE FIRST THREE
MONTHS IN 2012.
comScore, Inc. 2012
42. 41
MOBILE APPS FOR YOUR FIRM?
DO LAW FIRMS “NEED AN
APP FOR THAT”?
1. Apps are expensive: Must
be written for iPhone, Droid,
Blackberry
2. Apps are task-centric:
Ideally suited for repetitive
tasks people need to
perform while mobile
3. Apps are hard to find: Apps
must are only found in a
market
4. Apps are cool: They
position your firm as future
facing
43. 42
IS BEING MOBILE-OPTIMIZED ENOUGH?
FIRST, WHAT DO VISITORS
REALLY WANT TO DO ON
THEIR MOBILE DEVICE?
1. Address and map
2. Phone number
3. Partner name
44. 43
ADOPTING A MOBILE-FIRST STRATEGY
A MOBILE-FIRST STRATEGY
Think about your website as
MOBILE site first—start with
mobile as the premise for your
site
WHY MOBILE-FIRST?
1. Opportunity: A growing use
of tablets and smartphones
2. Constraints: Screen size,
Network speed, Modes of
use
3. Capabilities: Location
(GPS), Visual input,
Gesturing
“WE REALLY NEED TO
SHIFT NOW TO START
THINKING ABOUT BUILDING
MOBILE FIRST. THIS IS AN
EVEN BIGGER SHIFT THAN
THE PC REVOLUTION.”
Kevin Lynch, CTO Adobe
“WE'RE JUST NOW
STARTING TO THINK
ABOUT MOBILE FIRST AND
DESKTOP SECOND FOR A
LOT OF OUR PRODUCTS.”
Kate Aronowitz, Design Director
Facebook
45. 44
GETTING TO A MOBILE-FIRST STRATEGY
RESPONSIVE DESIGN
1. One website: Not a
separate mobile and
desktop site
2. HTML5 & CSS3: New
technologies to create sites
that respond to screen sizes
and orientation
3. Future proofing: Do you
know what is next?