How Long-form content can boost your firm's visibility

How Long-form content can boost your firm’s visibility

The idea of publishing long articles seems to fly in the face of conventional marketing wisdom. People, we are told, have short attention spans. Content should be bite-sized and concise. Otherwise, you will lose your audience; they simply don't have the patience to read long articles.

Data tells a different story. Long-form content ranks well, gets readers and keeps them engaged. Having long-form content available on your site also helps your firm establish its authority — both with search engines...

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Sharks, selfies and selling: how to keep your focus in the right place

Sharks, selfies and selling: how to keep your focus in the right place

This week, Mashable reported that selfie-related deaths are outpaceing shark attack deaths by 50 percent in 2015. The article comes on the heels of the death of a 66-year-old Japanese tourist, who fell down the stairs at the Taj Mahal while trying to take a selfie.

Falling is the most common cause of death while attempting a to take a selfie. Train-related accidents are the second most deadly.

To be fair, there are extremely few shark or selfie...

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How to gain and maintain trust in your firm's website

How to gain and maintain trust in your firm’s website

Errors and content inaccuracies are the top reasons people list as causes to mistrust a website. According to a report from Neustar and the Ponemon Institute, 91 percent of consumers claim they do not trust a website that contains mistakes.

Respondents cited frequent downtime as their second biggest concern, with 88 percent saying that they do not trust a website that is unavailable. Load time can also be a negative trust factor, with 67 percent of respondents saying...

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5 tips for creating effective law firm video ads

5 tips for creating effective law firm video ads

Google began testing promoted video ads within its search results in late August, according to industry insiders. For now, Google is declining to comment about details, such as when video ads may come fully online and how they would be formatted within the page. However, the incorporation of video ads into Google's suite of services is a natural progression as search continues to evolve away from plain text links and toward a more immersive multimedia experience.

Google's move is...

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7 Ways to reduce web page bounce rates

7 Ways to reduce web page bounce rates

A high bounce rate may be an indication that a web page is not functioning optimally. Bounce rates can be discouraging, and they can be deceptive. While there are multiple reasons a visitor could bounce — not all of them bad — it is generally a good idea to work toward lowering bounce rates.

What is bounce rate?

Bounce rate is usually described as the percentage of single-page sessions. Specifically, the number of times, as a percentage of...

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Local firms more likely to earn organic page one placement with long-tail keywords

Local firms more likely to earn organic page one placement with long-tail keywords

Google has changed the local search equation once again with a big update to its local listing pack. Last Thursday, Google began switching out its local 7-pack for a redesigned 3-pack, or Snack Pack. For all queries that produce a local pack, Google is now showing only three results instead of seven.

The new design eliminates some familiar data. Listings no longer include full addresses or phone numbers. Searchers can see the street name but must click through to the...

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LinkedIn releases revamped Pulse - attorneys should take advantage

LinkedIn releases revamped Pulse – attorneys should take advantage

Last month, LinkedIn released a new version of its Pulse app for iOS and Android. According to developers, the service has not simply been modified; it has been rebuilt from the ground up. All older versions have been pulled from Google Play and the App Store, and LinkedIn has said users with existing versions will be able to use them through the end of the year.

Pulse began as a news aggregator app that curated content from various publications...

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Facebook’s “See First” feature sets higher bar for social media relationships

FacebookIf your law firm is active on Facebook, you already know that “Likes” are valuable to your marketing efforts. When someone Likes your firm's page, each of your posts has a chance to appear on that person's News Feed – their personalized Facebook front page, which aggregates stories from the individuals, businesses, and organizations that they follow. Moreover, their friends might see a notification that they have Liked your page, further...

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9 ways to maximize your email marketing results

9 ways to maximize your email marketing results

Email is a time-tested marketing tactic. Research shows that email still delivers a better response rate than social media or search engine marketing. When done well, email can build loyalty and encourage conversion and referrals. When done poorly, it is a waste of time at best and a negative experience that alienates potential clients at worst.

All aspects of the email process deserve attention, from timing to subject to design. Here are some items to consider when putting together...

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Law firm business development: 10 essential questions to ask a marketing agency

Law firm business development: 10 essential questions to ask a marketing agency

Marketing is a reality for lawyers. It has become a necessary part of business development, which is important for maintaining and growing a solid client base and being prepared for challenges like recession or client loss. Finding a good marketing company can be arduous. The choice is considerable. Many professionals have been let down by a company they have hired, and most know a colleague who has been disappointed by a relationship gone sour or promises not kept.

Your...

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