5 steps for more memorable marketing

5 steps for more memorable marketing

Attorneys understand the value of a good presentation. Informal evidence gleaned from mock trial simulations suggests that, all other things being equal, merely the appearance of the defendant or witnesses can influence a jury's decision. Whether you are attempting to negotiate a settlement, convince a jury or bring a new client on board, the way in which you present your case matters.

The same is true for marketing: presentation counts. How can you compete if generalizations and vague...

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Top 9 attorney website must haves

Top 9 attorney website must haves

Your firm's website is working for you day and night, whether you are in or out of the office. It is many people's introduction to your firm and the only interaction they may have with you before deciding whether to call. You must get visitors' attention, and you must get it quickly.

Your website's design should support your firm's overall image and goals, and while each attorney website will be unique to the individual firm's voice and message,...

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Be useful: How to design a website experience that solves real clients' problems

Be useful: How to design a website experience that solves real clients’ problems

Attorney websites have progressed significantly over the past three to five years, with blogs, regularly updated content and rich media replacing static brochure-style pages. Improvements in design and interactivity help attorneys communicate with visitors and help potential clients better understand what they can expect when working with the firms they are reviewing.

Moving away from pointless, search-engine driven content is just the first step. Too may attorney websites still fail to place enough of an emphasis on the user. Website...

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How to incorporate conversion-centered design into your website

How to incorporate conversion-centered design into your website

A website is only as effective as its ability to deliver leads. An aesthetically beautiful site is not functional if users do not immediately understand what you do, why they should contact you and how to do so. Successful sites employ a mix of attractive design, intuitive navigation and thoughtful calls to action. Here are some ways to build a website that is designed with conversion as a top priority.

1. Simplify. You are immersed in the culture...

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4 sustainable marketing strategies to displace old SEO myths

4 sustainable marketing strategies to displace old SEO myths

The search marketing landscape is constantly changing. Google will continue to strive to stay one step ahead of companies trying to find an easy trick for achieving page-one rankings — and it will continue to succeed. Google is very open about what its algorithm is looking for in a quality site. It is also very willing to share what tactics it considers to be spammy and what can earn your site a penalty. Regardless, some old SEO habits are...

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The complete marketing spring cleaning checklist

The complete marketing spring cleaning checklist

After a long, long winter, spring is finally here.

Spring is a time of new beginnings – and the start Q2 2014 – making it the perfect opportunity to take a look at old marketing goals and begin brainstorming on new ones. Why hang on to ideas and procedures that no longer work for your firm? Pausing to regroup and introduce fresh approaches can help your firm connect with prospects and build authority. Websites, social profiles and strategies...

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Use content to set your firm apart from competitors

Use content to set your firm apart from competitors

Too much content that is written for online consumption has no real meaning. Previous iterations of Google's algorithm rewarded voluminous content stuffed with keywords rather than information, and law firm marketing companies stepped up to the challenge, producing long pages of mostly repetitive, generic copy. Some websites still have pre-Penguin hangovers; writing for search engines has left a legacy of boring content and overused phrases.

Visitors are unlikely to remember messaging that is similar to that of the...

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Single-page website design for attorneys

Single-page website design for attorneys

Search marketing is in a state of constant change. Google and other search engines are on an ongoing mission to keep poor quality websites from gaming the system - a mission that results in hundreds of algorithm updates a year. Some updates go unnoticed while others, like Penguin, create huge amounts of buzz (and no small amount of panic). Websites must be flexible and adaptable to keep pace with new developments, large and small.

One thing, however, has remained constant:...

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Optimize website graphics for added search benefit

Optimize website graphics for added search benefit

Images are an often untapped source of website traffic. Google indexes images, which in turn provide links back to your site. Posts that contain an image garner considerably more attention on social media sites like Facebook and Twitter and are more likely to be shared than their plain-text counterparts. Pinterest now offers rich article pins, which allow publishers to share information about an article, along with a picture and link, on their boards. And infographics can provide high-quality links...

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Speak to client needs by turning features into benefits

benefitsAttorney 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...

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