You probably already know that “going back to normal” isn’t really a thing to look forward to anymore. The pandemic has shown the legal industry that its structures must adapt to remain agile during times of duress, and in the process, it has revealed how previous methods might not have been serving law firms to begin with. During the age of home office Zoom calls, how can the work-from-home model and online tools serve not as temporary scaffolds, but...
Read MoreMay 31
Law firm advertising in a mobile-first world
Google announced several changes to AdWords last week, targeted for mobile campaigns. The updates further demonstrate Google's position that we live in a mobile-first world, and website owners must adapt. Here is a brief overview, along with some steps your firm can take to plan a mobile advertising strategy that fits your goals and reaches your prospective clients successfully.
Expanded text ads
Expanded text ads will allow businesses to reveal more information about what is being advertised before users ...
Apr 8
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...
Read MoreMar 26
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...
Read MoreFeb 27
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...
Read MoreFeb 9
How to convince clients to write reviews for your law firm
Many attorneys are uncomfortable soliciting referrals from clients — and downright adverse to the idea of asking for testimonials. Firms can easily hide behind ethical concerns and bar regulations when cataloguing reasons not to ask for testimonials. And attorneys must, of course, take care to adhere to state bar guidelines regarding client feedback. But your firm can request testimonials ethically and within the purview of bar guidelines. Not only is this possible, it is a necessary element of doing...
Read MoreOct 17
How Long-form content can boost your firm’s visibility
The idea of publishing long articles seems to fly in the face of conventional marketing wisdom. People, we are told, have short attention spans. Content should be bite-sized and concise. Otherwise, you will lose your audience; they simply don't have the patience to read long articles.
Data tells a different story. Long-form content ranks well, gets readers and keeps them engaged. Having long-form content available on your site also helps your firm establish its authority — both with search engines...
Read MoreJan 22
How Many Visits Does It Take to Convince a Visitor to Contact Your Firm?
At the start of each year, we bask in the tons of data compiled from 12 solid months of user behavior collected from all of our websites. January always brings us intriguing new insights into site visitors.
This week, we are considering the number of times a visitor typically visits your website before filling out a contact form.
We reviewed 70,000 leads generated on law firm websites in various practice areas...
Read MoreAug 14
Four Ways Gmail Inbox Tabs Could Be a Positive Development for Email Marketing
Those who use Gmail have, by this point, probably started to see their inboxes organized into tabs. Google began rolling out the new tabbed layout on May 29, and users have, over the past several months, been logging in to find the new filtering system in place for them.
Gmail now divides emails into three categories: Primary, Social and Promotions. Two additional tabs, Updates and Forums, can be added using...
Read MoreJul 26
How to Write Content that Captures Your Readers’ Attention, Part 2: Email
This is part 2 in a series of posts about how to write content that people actually want to read and share. Part 1, which you can read here, focused on legal marketing article titles.
Marketers have been trying to invent new ways to get people's attention since the invention of the profession. This is particularly true online, where visitors' already short attention spans are even shorter. Email marketing is...