How law firms can take advantage of evergreen content

How law firms can take advantage of evergreen content

The pressure to constantly produce fresh content is turning many businesses into would-be publishers. Apparel retailers offer tips on clothing fit and accessories. Outdoor outfitters provide resources about backpacking must-haves and publish articles about how to train for specific adventures. Pistachios and Tic Tacs are on Twitter. Online, silence is not an option.

Having a daily article quota may work for journalists, and even big brands, but it is unrealistic for attorneys. Attorneys should play the content marketing game,…

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5 strategies for writing better blog titles

5 strategies for writing better blog titles

While the quality of the content and writing itself is essential in the creation of a great blog, your efforts may go unnoticed if it lacks an effective title.

Because the internet is wrought with the noise of so many other articles and posts vying for attention, readers have been taught to filter through search results and ignore those that simply fade into the background because they fail to catch their eye. Unfortunately, those users will likely…

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7 ways to hold visitors' attention and keep them on your site

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…

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How attorneys can use remarketing to get more leads

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…

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What clients and visitors expect in a modern law firm website

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…

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Get more out of your thank you pages

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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Spec work: Free up front but bad for your bottom line

Spec work is the practice of performing a task for free – in this case design work – with the expectation that the initial offering will eventually lead to some sort of payment. It may or may not. People who request spec work are asking to receive materials, such as website layouts or logos, with the understanding that they will pay for the designs only if…

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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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Naming your law firm for the right clientele

Determining your law firm’s name goes hand-in-hand with determining your market. If you are a personal injury lawyer, a personal bankruptcy lawyer, a divorce lawyer, or some other consumer-oriented attorney, you are going to require aggressive marketing. However, large corporate bankruptcy, business litigation, and niche, specialty areas may require a more traditional look.

For the specialty practices, the classic law firm style will probably be best. Many of your clients…

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Giving Away Free Information May be Key to Building a Bigger Law Firm in 2013

When planning your law firm’s website content, you may want to take time to organize some free information to be distributed to your visitors. Free information builds credibility, loyalty, and ultimately will bring in new cases.

While some areas of law require a fast decision from the client — like personal injury — most areas of law pertain to things people and businesses have to think about. Should I file…

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