Bill Gates wrote his essay, “Content is King” in 1996. Twenty years later, the phrase still continues to dominate the online marketing world.
Companies in all industries are in a rush to produce as much content as possible, hoping that something sticks — that some piece of content will hit upon the magic mix of luck, quality and value and become a viral sensation.
This rush has created glut of articles, blogs, lists and posts that are…
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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….
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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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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.
We often convince ourselves that we follow a strictly logical code for our decision-making process. We tell ourselves…
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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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If your law firm wants to take advantage of a 10-20 percent conversion rate, retargeted ads can help. With them, you never say goodbye to your firm’s visitors.
Retargeting interacts with the basic nature of social media. Everyone surfs multiple types of websites. Facebook in particular is highly popular, and it offers ways to share just about anything in one way or another.
Ever wonder how items you have been shopping for somewhere…
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Pinterest announced on its blog last week that it would be expanding its current bundle of rich pins to include article pins. Article pins will contain additional information, like the headline, author, story description and link to the article, within the pin itself. The feature will be rolled out over the coming months, with larger publishers already seeing access to the new pins.
Previously, when a publisher pinned an…
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In a highly saturated market, firms must pay attention to every piece of their marketing efforts. Small details may be the things that ultimately push people to choose you over the competition.
Convincing a website visitor to contact your firm is just a first step; the ultimate goal is of course to convert that visitor into a client. The more you can personalize their experience and convince them that…
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Last year, Google’s paid links (listings powered by Adwords) saw traffic from mobile devices account for 25 percent of clickthroughs — a significant number, and one that law firms must pay attention to.
When looking at consistency between natural Google rankings on desktops and smart phones, we see little changes. About 85 percent of desktop rankings have the same position when conducting a search…
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