7 ways to hold visitors' attention and keep them on your site

7 ways to hold visitors’ attention and keep them on your site

Two metrics that are often used to determine a website’s performance are time on site and bounce rate. Bounce rate is the percentage of times a user clicks on a page and leaves without visiting any other page; in other words, the percentage of single-page visits. A high bounce rate can indicate that your landing pages are not providing visitors with the information they need. However, a high bounce rate paired with high conversions can indicate that people are…

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Content marketing and link building: use both to fulfill different goals

Content marketing and link building: use both to fulfill different goals

After Google released the first version of its Penguin algorithm update in 2012, sites that had been practicing successful — but spammy — link-building tactics saw drastic ranking declines.

The depth and breadth of the post-Penguin fallout caused many to shy away from link building. Even though links were still being used to help determine search placement, the cost of being punished for an error was perceived as too high. And Google was hinting strongly that it was trying…

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Marketing and the Brain — Part 3 of 3

Marketing and the Brain — Part 3 of 3

In part 3 of Marketing and the Brain, we’ll cover why your marketing strategy should cater to a person’s tendency to follow their gut feeling, make impulse decisions and protect their free will. These psychology concepts help inform marketers and salespeople how to effectively appeal to prospects, and can be used by you to convert more leads and grow your firm.

Emotional decisions

We often convince ourselves that we follow a strictly logical code for our decision-making process. We tell ourselves…

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5 ways lawyers can boost their call to action performance

5 ways lawyers can boost their call to action performance

A call to action (CTA) is any element on a website that encourages visitors to take an action. Usually, a CTA comes in the form of a button or the combination of a button and a line of text. Calls to action can also be textual links, although this treatment should be used judiciously since text does not stand out as well on a page as a graphic or button. The most common CTAs on attorney websites are invitations…

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How attorneys can use remarketing to get more leads

How attorneys can use remarketing to get more leads

Successful marketing campaigns prompt people to take action. Whether the connection is direct — a prospect sees an advertisement and makes an immediate purchase decision — or the result of a sustained brand awareness effort, marketing works when people are convinced to do something.

In the case of law firm SEO, getting people to your website is step one. Once visitors have landed on your site, you must convince them to stay, look around and ultimately to contact your…

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Dump these five overused legal marketing phrases

Dump these five overused legal marketing phrases

Lawyers must communicate with a diverse array of people in order to run a successful practice. Each audience, from judges to colleagues to prospective clients, has a different perspective, and attorneys must tailor their language accordingly when speaking to these different groups.

Marketing language is often more casual and conversational than other types of speech attorneys may use. Marketing language should build trust and create connections, a task that is difficult to manage through jargon and formality.

In addition to…

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Six things the highest converting attorney websites have in common

Six things the highest converting attorney websites have in common

Creating a website with a solid conversion rate is a balance between listening to what visitors say they want and gently nudging them toward what you want them to do. Your website should be designed with an understanding of your target audience and the expectations of your various client personas. And your site should answer the questions visitors are most likely to ask, while giving them reasons to contact you.

Websites that convert well share some characteristics in terms…

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Marketing and the Brain - Part 2 of 3

Marketing and the Brain – Part 2 of 3

Copywriting

After setting the stage with your logo, color scheme and visual display, as discussed in part 1 of this blog series, play close attention to your website’s copy. Copywriting is all about persuasion and an appeal to human memory through the written word, which may seem like a difficult task for some. Consider the psychological implications of copywriting, however, and you’ll find that creating more effective, conversion-oriented copy is simpler than it may appear.

Repetition

When a statement is repeated,…

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What clients and visitors expect in a modern law firm website

What clients and visitors expect in a modern law firm website

Your firm’s website must play many roles. At its core, your website works as a marketing tool and 24-hour brand ambassador for your firm. However, technology has advanced to such an extent that static sales pages no longer suffice — either for visitors or search engines.

“In the future, the winners in the legal world may succeed by dint of survival of the most responsive.”

–Richard Susskind, The End of Lawyers (2008)

Attorney websites are evolving to become client relations…

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Study provides insight into what Google is looking for in a quality page

Study provides insight into what Google is looking for in a quality page

A recently published study performed by Backlinko provides insight into the correlation between several page factors and their effects on search engine results. Backlinko looked at a comprehensive sample of 1 million Google search results to determine its findings. The study confirmed some closely held search marketing beliefs while also producing unexpected results. Here is a summary of key findings, along with tips for how attorneys can use them.

Links are still important

Despite Google’s apparent…

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