More and more attorneys are using Google AdWords and other advertisers to get their sponsored links at the top of potential clients’ search results. But if you don’t back that ad up with a quality landing page, your viewers are just going to bounce. Continue reading
When I talk to lawyers about their web marketing strategies, one of the first arguments they raise in defense is “Yeah, but, it’s not like they teach social media marketing in law school!” Guess what, now they do! Continue reading
If you have ever gotten a telemarketing call from an SEO company (and let’s face it who hasn’t?), then you know that keywords make or break your visibility on search engines like Google, Bing, and Yahoo. But how do you choose the right ones? And how do you use them once you do? Continue reading
You never want to bore your reader. And you certainly don’t want to waste words. But is it possible you have gone too far the other way? What if your blog posts are actually too short? Continue reading
You have spent a lot of time and money building up your web presence, particularly a professional website. Now your marketing manager wants to add pages for every aspect of your practice. So when is enough enough? Continue reading
You’ll be seeing some changes around here in the next couple weeks. That’s because starting April 21, 2015, Google will be promoting mobile friendly websites over any others. Here’s what to expect and how to prepare. Continue reading
If you’re reading this blog, you probably already agree that lawyers (and other business professionals) need websites to compete in today’s market. I probably don’t need to convince you that your website will drive clients to you or that you need to be visible online. But if you were an early adopter to the lawyer-website marketing strategy, it may be time for a tune up.
Web marketing strategies change over time. When the big marketing companies started their push to get lawyers on the web, search engines were using different algorithms. Marketing experts encouraged you to cram as many keywords as possible into your web content so that no matter how the client looked for you, there you would be.
This resulted in long, tedious, redundant, unreadable, and monotonous websites. (See what I did there? Now picture it filling the whole page.) Paragraphs were long, dense, and sometimes difficult to read as web designers toyed with new color pallets. Pictures were few and words were many because, simply put, the search engine, and not the person doing the search was the primary target.
Fast forward to today. The best websites are optimized for mobile, include vibrant pictures, and are easy to read. Content is pared down to the bare minimum to get the point across. Keywords have been relegated to the mysterious world of “metadata.” In short, websites are now reader-focused.
But if you got on the bandwagon of attorney websites early, you may still have a sluggish, dense website that’s hurting you more than it’s helping. That’s because the search-engine-focused sites are eyesores. Readers have so many sources for information that if what they see is difficult to read, they will move on quickly.
The good news is that all that old content laid the groundwork for the new. Buried in all those redundant keywords is the gem of what your firm actually does, and does well. You just need a tune up to clear out the gunk and let your site run more smoothly.
A high quality web designer can help you adjust your layout and images to match your brand, but they can be expensive. Cut some of those costs by having your content ready to go. Lisa Schmidt, a ghostwriter for Legal Linguist, can help you sort through the muck of your outdated content and write high quality content ready to be plugged in to your shiny new web design. If your website needs a tune up, contact Legal Linguist today to schedule a meeting.
You may not want to get up-close and personal with spiders, but believe it or not, there’s a lot you can learn from their spiderwebs about how to write blogs. Their focus, reach, and interconnection provide a great model for how your blog should look in cyberspace.
Focus on One Central Point
No matter how many lines radiate out from it, every spiderweb starts at one central point. This point is the focus of all the spider’s creative work. The lines it casts out from that point strengthen it and help hold it in place so it can’t blow to far one way or the other.
Your blog needs to be centered on one point as well. The finer the point, the stronger the blog, and the less likely it will stray from your original concept. By focusing your blog you can become a thought leader on that one topic, rather than blowing to whatever the topic of the day might be.
Connect to Your Surroundings
The focused center of a spiderweb wouldn’t do much good on its own. To catch its prey a spider casts out lines to surrounding pillars in its immediate area. These anchor points give the web strength and durability.
Your blog’s anchor lines are your connections to social media and the use of popular keywords. Social media sites like Facebook, Twitter, and LinkedIn are pillars in the SEO world that will strengthen your SEO. By casting strong lines between your social media platforms and your blog, you can increase your durability in search engines and draw more flies into your web.
Keep Your Articles Interconnected
Not every line in the spiderweb connects to the anchors. Instead, most lines are internal. They connect one part of the web to another, creating a tangle that keep insects that stop by much longer than they originally intended.
You can do the same thing on your blog through internal links. By linking from one blog post to another, or to your landing pages for relevant topics, you can engage your readers and encourage them to read on. The longer they spend reading your content, the more likely they are to see you as an expert, and the more likely they are to bring business your way.
Spiders may not be cute and cuddly, but their architectural instincts have a lot to teach bloggers. By making their webs focused, durable, and interconnected, they can catch all the flies they can eat. And by doing the same, your blog can become a source of plenty of new readers and new clients. If you need help building your web-blog, contact ghost-blogger Lisa Schmidt for guidance.
Many solo attorneys and small firms have come on board with a focus on online marketing. They’ve designed an accessible and content-rich website and they blog regularly. But when they look up their geographic region on Google, they are no where to be seen! How can they compete with websites like Findlaw and Lawyers.com?
Of course there is no simple one-step solution. By their very nature, these large sites that gather lists of lawyers have a competitive advantage: they are filled with links to other websites which in turn link back to them. So how do small firms compete with that?
National websites compete on volume, but you have something unique – your location. There may be over a million lawyers across the nation, but how many of them are in your county? And how many of those focus on your area of law? By using localizing websites like Google+ Local, you can increase visibility in your back yard, instead of competing with lawyers coast-to-coast.
Until very recently, almost all customers turned to their friends and families when they needed a lawyer. While one study now says the Internet is winning that race, social media is playing a big role in that shift. By targeting your referral sources through Facebook, Twitter, and LinkedIn, you can keep valuable referrals while competing for Internet recognition.
Sure, some Internet browsers type something as broad as “Michigan Divorce Lawyer.” And those people will probably see the big websites first. But others will search for their particular problem, like “enforcing support in Michigan.” You can catch those potential clients by including content on the top aspects of your practice and by using laser-targeted sponsored link campaigns to bring in the best kinds of clients, rather than someone “just looking” for a lawyer.
It can be intimidating to maximize your search results when the big players seem to dominate the landscape. But by thinking local, social, and targeted, you can get to page 1 and bring in quality clients on a limited financial budget. If you need help getting your website ready to fight for clients, contact ghost writer Lisa Schmidt today.