Archive for the ‘Strategic Marketing’ Category
Monday, April 14th, 2014
Attorney Matthew Poole discusses how important it is to find solutions that offer a high level of customization in order to narrow your reach to the potential client that offer you the highest probability of retention regardless of the cost of your legal services. Mr. Poole shares with you the various types of advertising he has tested to generate new law firm business for his solo practice. He explains how he was about to leave his stressful and less profitable associate job at one of the largest, downtown law firms in his area. He also offers tips and ideas concerning how to start a law practice of your own with less risk and less expense. He also shares the “hidden costs” that some less targeted advertising presents and that the idea of focusing on obtaining call volume to generate quality clients does not work and is unprofitable.
Mr. Poole shares real world experience on why traditional advertising such as full page yellow page ads, radio, newspaper and print items are not targeted enough to attract and retain the right type of client and how that is a costly mistake. Attorney Poole shares a valuable technique that he uses to attract the right amount of call volume from clients who were targeted toward the types of clients that his legal services would be a benefit to for a fraction of the cost of all other advertising.
Call (800) 877-2776 for FREE ADVICE from marketing experts – no sales pitches, just real advice.
Thursday, April 11th, 2013
Lawyer website design is much like legal case strategy. In litigating a case, a lawyer puts-on his (or her) best evidence for the trier-of-fact. The lawyer strategically decides which motions to file, the scope of discovery, who to call as a witness, and the content of direct- and cross-examinations. Lawyer websites follow a similar strategy only, here, the lawyer decides who the target audience is, which facts are most important to his (or her) practice, the scope of legal content, and the substance of blog material.
Strategizing content for lawyer websites further parallels legal case strategy when it comes to behind-the-scenes work. Lawyers oftentimes have paralegals and secretaries organizing the case from the sidelines – interviewing witnesses, requesting evidence, drafting documents, and otherwise dotting the i’s and crossing the t’s. In other words, an appealing and orderly presentation to the court is generally dependent upon a little team work. That’s exactly what LawyerSuccess, Inc. can do for you. Our team of marketing experts, lawyer website designers, legal content and blog writers, and technical support staffers create an online presence that is geared toward favorable results for your practice in the way of building your client-base. We understand that lawyers are busy people. Let us save you some time and money by letting us handle the behind-the-scenes work for your lawyer website.
LawyerSuccess, Inc. begins the strategizing of your lawyer website design with an interview. We want to know the practice areas you wish to promote online and the venues from which you wish to generate cases. Next, we feed your practice data into the latest web traffic reporting tools, searching for the best and most frequently used key-phrases in your specific market. This process, known as search engine optimization (SEO), allows us to generate the highest amount of web traffic possible by tactically positioning your lawyer website within the major search engines (such as Google, Yahoo!, and Bing) and bringing you the clients and cases you desire. The ultimate goal for your lawyer website is to be optimized for great search engine rankings; Lawyer Success, Inc. assists and guides you through the SEO maze. We provide you with a free, no-obligation consultation, and show you how SEO can significantly increase your website traffic.
Saving lawyers time and money
LawyerSuccess, Inc. is, perhaps, the only lawyer website design firm on the market willing to build a free website for your practice. You don’t pay unless you’re happy with our work. We guarantee our performance with opt-outs and SEO placement. A lawyer would never offer a guaranteed outcome of their legal representation for obvious reasons (e.g., too many variables beyond your control); however, Lawyer Success, Inc. has the ability to overcome certain variables and is confident to offer a No Risk lawyer website design and SEO service, saving you both time and money. Our strategy is to successfully design your strategy.
Call For Free Advice & Guidance From Experts, Not Sales People! Call 1 (800) 877-2776 Today.
Tuesday, June 26th, 2012
While great content is a critical factor in the success of a website presentation and whether the reader can successfully interact with that content are also high on the list. People, at heart, are rather superficial, and whether we want to admit it or not we respond to appearances. Those appearances impact our feelings, our perceptions and our choices, and the appearance of any given website can impact whether people will trust that website and, by extension, the business.
Even with stellar content, if the presentation and appearance don’t mesh, people will spend less time reading the content, may assume the company is amateurish, and could even question the company’s ability to produce what it is promising. Website owners should always guard against a cheap or amateurish-appearing site unless they want the first impression of their readers to be a negative one. The company website represents the organization’s brand, giving an immediate impression of credibility and professionalism.
Great Content May Never Be Read Without Great Presentation
In order to ensure readers actually make it to the engaging, compelling and informative content, the website must be presented in a clean, well-organized manner with a clearly presented logo or brand. Navigation should be clear and simple, guiding visitors to the parts of the website the owner deems most important. Communication with visitors can be accomplished through imagery and visual cues, guiding readers to the meat of the site—the content. Within the content links can direct readers to related articles or background information or, if writing for a blog, the writer can link to earlier posts the reader might find equally relevant.
Web Writing Goals
The web writer must consider all the contexts in which their words may be found, hence the importance of titles. Content must be broken down into chunks of text with section headings which allows readers to quickly find the information they are looking for. It cannot be said enough that Internet content must be scannable—after all, if no one reads the content, then how valuable can it really be. Content that is compelling, personal and energetic, written in the active voice is almost always the best choice. Writing that comes with a bit of attitude can also be appealing to readers, but the ultimate test of whether your words will be read lies in the presentation.
Allowing the Reader to Interact With the Story
Beyond great content and superb presentation, web writing must encourage reader interaction. Readers want to feel as though they are having a conversation with a trusted friend, so take the necessary time to turn a mass of words into something that draws the reader in. Even complex subject matter can be made much more reader friendly with the inclusion of white space—one idea per paragraph and paragraphs that are no more than 5-6 sentences contribute to that white space. Strong headlines get readers involved in the content, while equally strong subheads hold the attention throughout the page. These techniques which are not specifically noticed by readers nonetheless allow them to be drawn into the story, becoming fully engaged and reading to the very end. Content is king, but presentation and interaction are strong supporting players.
Tuesday, April 24th, 2012
Letting Go of the Words When Writing for the Web
One approach to web writing lies in thinking of your writing as you would a conversation with a friend. In other words, through your content you are essentially answering questions about a particular subject, giving information as clearly and concisely as possible. Although you won’t have a human subject to assess how your information is being received, try to anticipate the questions you might be asked and answer them as thoroughly as possible in the most succinct manner possible. In some instances you can use the questions you anticipate as subheadings then answer them in the short paragraph below.
While the goal is not to make each web page you write look like an FAQ page, keeping in mind potential questions and answering them as you write can make you a much more creative writer. Further, using the technique of conversation writing pushes you to consider what your reader really wants to know—why they came to the site in the first place. Web readers want quick, solid answers to life’s very real problems.
If you think of your article as a pyramid which answers the most important questions at the top and works down to the base with the questions of less importance, you will have a better chance at grabbing your reader’s attention and holding them to the very end. If you follow the model of web as conversation, remember that the web reader is an active participant in much of the web’s writings, meaning readers can post responses in many cases which can actually lead to a give and take conversation. Questions or comments posted by your readers can also send your writing in a new direction.
What Does Letting Go of the Words Mean?
If you are wondering about the title of this particular article—letting go of the words—really means, think of the average web reader with little to no time to find the answer to their question or concern. The successful web writer must be able to turn loose of extraneous words while keeping the essential message and information. Of course letting go of words is hardly a novel idea—it is one that is used widely in print content as well. Your goal is to cut unnecessary words, not the words which actually give your writing meaning. Read your article aloud to ensure there are no words which make your content sound vague rather than precise and ditch any of those which fail to enhance your ideas.
When Longer May Be Better
While being able to ruthlessly edit your work is essential, remember that some ideas simply take more words to express, and in the end you shouldn’t cut words to the point that the entire article makes little sense to the reader. Google’s relevancy algorithms happen to be seeking out more natural forms of writing, meaning that if your copy is great—despite the length—you will get as much traffic for the longer article as you will for the small, hyper-focused pages. In theory at least, the search engines are leaning toward richer content, meaning the more complete answers Google can provide, the higher its own value tends to be. In other words, it is to Google and other search engine’s advantage to push for more high-quality in-depth articles—which nevertheless have no extraneous words which don’t contribute to the overall effect.
Structure Your Words
Don’t forget that the structure of your web content is just as important as the words within. Structure the page so it is easily readable, breaking pages up into short logical chunks of copy. In other words, endless streams of copy—no matter how great the message—will not hold a web reader’s attention. Answer your reader’s questions in the most succinct yet creative and innovative manner possible, and you will have succeeded in your quest of great web writing.
Thursday, September 22nd, 2011
Hostgator – 2nd day in a row! What ever happened to REDUNDANCY! I am sure the standard Hostgator reply will come now… U R Killing us!
Thursday, August 18th, 2011
Power surge after storm…apocalypse averted?
Tuesday, June 28th, 2011
Hostgator has our sites down again. Happening almost everyday now. Killing our business! Any others out there who you recommend?
Thursday, June 2nd, 2011
Hostgator down again! I am not very happy!
Friday, September 10th, 2010
The parallel question—and equally important one in response to the above title is—“How can I improve my web site’s ranking in search engines?” The number one fact you should keep in mind when considering how to increase traffic to your website—which first requires a high ranking in the search engines—is that study after study has proven that web users almost never look past the first three pages of results when looking for a relevant site. Therefore, if your website is not within the top 30 results, chances are good you will languish in cyberspace.
First, you need to improve your website’s rankings; once you get the click onto your website, it is imperative that you grab them and hold on tight! The very basics to improving the search engine ranking of your law firm’s website include:
- Register your website. While this may appear to be a no-brainer, if you want to capitalize on your firm’s popularity, you need to be registered with the top search engines along with as many other high quality websites as possible. You can accomplish this by submission to the free search engines such as Google, submission to the paid search engines such as Yahoo!, Ask Jeeves, etc., registration at legal sites such as Findlaw.com. Law.com, Martindale.com, and by exchanging reciprocal links with professional organizations.
- Reciprocal Links. The best way, according to Google, to ensure a top listing for your legal website is for it to be linked to other, high-quality websites. This is known as “link popularity,” and is critical to the success of your website. Because Google’s automated search robots jump from page to page via hyperlinks, the more sites that link to your firm—or vice-versa—the more likely Google will list your website. It is important for you to contact other legal websites and ask for reciprocal links.
- Relevant content. It cannot be stated often enough that having relevant content on your law firm’s website is critical to your success. The majority of your potential clients have no idea what your law firm’s name is. Therefore, they do not type in “Richardson and Richardson Law Firm,” but rather search by either asking a question—“How do I find a divorce attorney in Austin, Texas?” or they type in a string of words such as “worker’s comp in New Mexico.” For your law firm’s website to respond to search questions like this, you must offer authoritative information on your practice via articles, newsletters, bulletin alerts, links, statistics, etc.
While there are many more ways to increase your search engine rankings, these are the basics of law firm website SEO. So, once you have made it to the top in the major search engine rankings, and potential clients are clicking on your law firm’s website right and left, how do you ensure they stay on your website and don’t move on to the next law firm?
A great legal website will first be visually appealing, using a combination of appropriate color choices, smart page layouts, visually intriguing graphic designs and carefully chosen image selections. When all of these components are taken together–while your visitor may not know why he or she wants to continue clicking on your website’s links, ultimately leading to a phone call to your office– your initial visual presentation keeps your visitor firmly on your website.
Following the ever-important visual presentation, keep the following tips in mind when thinking of how to keep your clients on your page:
- Make sure your content is the highest quality, most informative, interesting, factual content around. Professional legal web writers could be essential to the success of your web content, which can include articles, newsletters, blogs, etc.
- Make sure your firm’s telephone number is displayed prominently on each page of your website, and offer an e-mail form on each and every page. While you will have certain customers who will pick up the phone, others will prefer to send an e-mail, so cater to both.
- Offer a free e-newsletter, which will build your list of engaged readers and market your firm. Be sure you follow up by e-mailing out a newsletter at least once per month to keep your firm in the forefront of your potential client’s minds.
- Consider attorney biographies on your website. It has been proven that this is one of the most popular sites of a legal firm’s website. People feel a more personal connection with your firm when they can actually see the faces, and have some relevant information about your individual attorneys.
Increasing website traffic to your legal firm’s website is a constant and ongoing process, not one that you can do and forget about, however the payoffs can be a huge increase in your ideal client base. Call Lawyer Success, Inc. for a free website traffic coaching call by calling (769) 218-6099.