Posts Tagged ‘marketing’

One Thing

September 15, 2010

Lawyer websites like most business website are trying to provide many things – information about services, about the owners, news, events, links, contact forms.

Want Engagement

But from a marketing perspective, you are lucky if a visitor remembers one thing about visiting your website so decide what that thing is you want them to “get” when they click off your website.

If you have a highly influential blogs, make sure your current blog headlines are streaming to the home page.  If you hold events on bankruptcy, estate planning, or employee matters make sure there a “register here” button to drive home the point.  Maybe you want to immediately build trust with your clients through a video tip, then make its posted on your home page.

Don’t Waste that Web page!

August 28, 2010

John Jantsch of Duct Tape Marketing has a great piece of advice – transform your “thank you” page into something that furthers your relationship with your client or prospect.

  • Encourage them to add your company email address to their contacts – helps avoid getting blacklisted, builds the relationship
  • Give them a free tip relevant to why they came to your page – if downloaded your SEO newsletter, give them a quick SEO tip.
  • Provide links to white papers, helpful articles and other links.

Build that relationship!

This is the perfect location for providing clients and prospects goodies as they already taken a step to engage with you so immediately give them a reason to like you even more.

iPhone 4 inquiry: engaging visitors on website

July 1, 2010

The law firm of Kershaw, Cutter & Ratinoff, a Plaintiffs’ firm in Sacramento has wisely initiated an investigation into the iPhone 4 and its antenna problems that is causing dropped calls.   The firm also is wisely featuring this investigation on its home page and getting publicity for it.  However, how it is utilizing its home page to make the public aware of its investigation, is pretty weak.

1.  On my Safari browser, I had to scroll to find the announcement. If getting people engage with a current topic on your website is critically important, make the notice very visible.  use the upper portion of the homepage for important news.

2.  The announcement is made without use of bold in normal size print. People associate large type and bold with current information.  We assume that if something is important, then it will be prominent.  Such is not the case here.

3.  Why just have a brief sentence: “Looking for information about the iPhone investigation?” that provides no context for the issue? Why not start off with, “Your new iPhone 4 dropping calls?  Click here to learn about our investigation.”

This is another example of lawyers assuming that their website visitors are like them and that they read everything on a page.  This isn’t the way most people read websites.  They scan and glance at pages.  If you want to engage your visitors quickly, make sure you give them visual cues like big, bold font and eye-catching statements.

Lawyer websites and videos

June 13, 2010

This post from the Official Google Webmaster blog about how to maximize the benefits of videos for SEO purpose, brings home the issue of lawyers including videos on their website.  Here are five tips on this subject.

1.  Provide valuable information in your videos. Don’t just post a “welcome to my website” video on your home-page.  Discuss a pressing issue that your law firm handles and successfully resolves for clients on a regular basis.

2. Create a YouTube channel for multiple videos.  This will allow you to extend the value of your videos and drive people from Youtube to your website.

3. Make sure your video incorporates the look and feel you want your law practice to convey. If you want to appear hip, that’s one thing.  If you want to look trustworthy and professional, that’s another.  Your videos need to be consistent with your overall marketing messaging.

4.  Multipurpose your videos: Give out links or information about upcoming events or encourage people to sign up for a white paper that gives them more details about the topic.

5.  Make sure your website platform is very video friendly. For example, the WordPress platform makes it very easy to incorporate video within your web-pages.

Attorney bios should focus on benefits

April 23, 2010

Yesterday, Larry Bodine wrote an excellent post about how to make your website bio talk about how your client benefits from hiring you.  As he says,

A “feature” is what something has, like a car with four doors or a new improved formula. A “benefit” is what it does for clients: “This car has four doors to accommodate growing families.”

Attorneys focus more on their experience as its what they are comfortable with but clients only care about how that experience can benefit them in their specific situation.  Rather than force your potential client to figure out how this experience would or not help them, do that work for them.  Show them the benefits of the work you have done.

This philosophy should extend to the entire website.  Focus on what potential clients can get from visiting your site and ultimately hiring you for assistance.  Don’t make them work to figure that out.  Let them know how you have helped clients like them and then make it easy for them to contact you.

Legal networking – remember to follow-up

March 3, 2010

Here is an article about networking basics for attorneys.  Molly Perkins does a good job of outlining the various aspects of networking – going to lots of events, making a good first impression, act like a host at an event and the like.  I would add a few additional things:

1.  Have a realistic goal in mind at an event.  If you are shy, or an introvert or just don’t like the small talk that is the necessary lubricant (often along with alcohol) of mingling with people you don’t know, this can be useful.  Tell yourself that the event is a success if you hand out “X” number of your business cards.  Make it a realistic number so that you can leave the event feeling good about your success.

2. Get people talking about what they do for living and why they like it.  This will not only make you popular but if you start to hear complementary stories: like someone is a CPA who works with small business and someone else is an attorney that does the same thing, this gives you a chance to connect them at this event.  As they get excited about the possibility of mutual referrals, you can talk about how you might fit in with what they are doing, creating more business opportunities in the process.

3.  Follow-up: always make the follow-up as specific as possible.  Both in terms of what you talked about with the people you connected with but also about the value you offer the person with whom you are connecting.  If you have an active LinkedIn profile with lots of contacts,  blog posts and other  shared information follow-up through a LinkedIn introduction.  Not only is it easy to keep the person’s information current through LinkedIn but they will get updates about you on a weekly basis without you having to do anything.

More on Facebook: marketers delight

April 29, 2009

“A company called Colligent mines social networks for data that it sells to record labels to help them decide which demographics or individual fans might like a particular artist, and those are just the very first nuggets marketers pull out of profiles. It and other companies track everything we publicly do on social networks and crunch it into marketing data. The company recently began signing clients outside the music industry, so your next household detergent could be marketed to you based on your appreciation of vintage Mister Clean ads.”

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