It happens to the best attorneys, designers and marketers. You embark upon creating a website together. You brainstorm, you prototype, you test, and you build what you believe to be a great new product. Then, at some point, you realize that something has gone awry. Online conversions are down, bounce rates are up. Time on site is suffering. A mistake has been made, and it is more than a mere typo — the design is not functioning as intended....
Read MoreJul 29
4 long-form page examples for attorneys
Long-form pages are becoming increasingly popular among web users. But it's not just humans who like them; Google also rewards this media-rich content. We will explain why in a moment.
What is long-form content?
A long-form page consists of in-depth copy paired with other forms of media. While a standard article may include a picture with some text, long-form content integrates graphics and other forms of media to tell a story.
Another characteristic of long-form pages is (as the name implies)...
Read MoreJul 9
HTTPS is taking over Google search results: Are law firms keeping up?
It's been two years since Google announced that a secured (HTTPS) connection was a minor ranking signal. While most websites that conduct transactions or have user registrations and other features that involve processing data already utilize an HTTPS connection, law firms rarely do.
HTTP vs HTTPS Simplified
By default your website is accessible via an HTTP connection. With an SSL certificate, you can change your prefix from HTTP to HTTPS. An HTTPS connection adds an extra level of encryption between the...
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 ...
May 14
How to write a professional attorney bio people will actually want to read
Nobody said writing an attorney bio was glamorous. But it is necessary. Unfortunately, it is a task that is often given too little attention, resulting in a boring bio page that is just a thinly-veiled rehashing of an old resume.
Your attorney bio page is important. In fact, it is probably one of the most important pages on your law firm's website. According to HubSpot, about pages are the second most visited pages on a website. Attorney...
Read MoreMay 7
What lawyers can learn from Google’s Webspam Report
Google released its 2015 Webspam Report this week, which details actions the company took over the last year to try to clean up the internet, reduce spam and increase page quality. When Google chooses to release actual data, webmasters and website owners (and yes, lawyers) should take note. The reports often provide insight into the types of practices Google punishes and rewards, which you can use to help prevent mistakes and build better pages. This report is...
Read MoreApr 28
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...
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 MoreMar 22
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...
Read MoreMar 11
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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