Law firm marketing content does not have to be dull. Certainly, producing dry, stock legal marketing copy is easy — just look at almost any website or brochure, take a couple of notes and copy like a robot. Explain that the law is complex, say a few things about how only an experienced lawyer can help, drop in a couple of keywords and there you have it. It almost writes itself. But this type of content will not impress...
Read MoreJun 22
In Search of the Missing Links: How 30,000 links were lost then found.
When a client with a robust link portfolio and growing rankings informed me that their links had disappeared, I almost dismissed it as another Google Search Console error.
The law firm's link portfolio has more than 30,000 links from about 400 domain names. Google Search Console generally reports about 350 of those linking domains.
They can also expect about 1,000 clicks each month to be reported in Search Console. You can understand why they were concerned when they logged...
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 MoreOct 11
Speak to client needs by turning features into benefits
Attorney marketing is tricky in many ways. You must sell a service that only a certain percentage of the population will ever need, and you do not have the same ability to manufacture demand as large retail companies like Nike or Apple. Attorneys are also restricted in many different ways by a variety of recommendations unique to each state bar's interpretation of best marketing practices. Lawyers must even approach marketing...
Jun 26
Whose opinion matters when redesigning your firm’s website?
The reason a website is redesigned is to attract new clients. The old site may be out-of-date or not optimized for the world in which we now live; visitors may be accessing your site from a large desktop computer, a laptop, a midsize tablet, an ebook tablet, or a smartphone. Ultimately, the redesign is about getting new clients.
When your law firm's website is getting redesigned, it's natural to reach...
Read MoreApr 15
How website security can harm your firm’s SEO
This past weekend, widespread reports of a WordPress attack spread throughout the internet. The story got traction on mainstream publications like Forbes, Information Week, and NBC News, putting some website owners in a panic.
SEO | Law Firm's parent company, Adviatech, whose servers host hundreds of websites for law firms throughout North America, woke up staff members in Florida and California, and coordinated...
Read MoreApr 1
How much your firm’s SEO rankings would cost in PPC
Law firms often look at their SEO investment in terms of increased rankings, web leads, phone calls, and other measurable improvements. But there is another way to look at your SEO investment, the pay-per-click value.
The pay-per-click (PPC) value looks at these elements:
1) Your search engine rankings in Google, Yahoo, and Bing.
2) The cost-per-click (CPC) for those keywords at their current position (i.e.,...
Read MoreMar 4
Read MoreFeb 25
Creating a Sitemap for Your Law Firm’s Website
Since content is one of the most important aspects of your website, it is time to do some planning. For the sake of this demonstration, we are going to use the fictional law firm of Smith & White, divorce lawyers in Boston.
Decide on the type of general overview page you want to use – for example, “About Us,” “Attorney Profile,” or “Firm Profile.” The “About Us” or...
Read MoreFeb 11
How your law firm can dominate Google for hundreds of keyphrases
Your search engine optimization strategy is often centered around high-traffic, targeted keywords. These keywords are generally based on a city and practice area, like “New York personal injury lawyer” or “San Francisco business attorney” or “Divorce lawyer in Seattle.” But many law firms have learned how to dominate hundreds of keyphrases simply by answering questions.
To do this, consider all of the questions prospective clients have asked during consultations. A family...
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