As professionals, our reputation and image are important parts of recruiting the kind of clients we want. Find out how the tone of your website and blog, together with your online profile can create an image of who you may, or may not, want to be online. Continue reading
You spend time and effort creating high-quality content for your website. At least part of your goal is probably to improve your organic search results and SEO. But there are some pieces of the back-end of your website itself that could be killing your SEO efforts. Continue reading
Most of us are more interesting than our About page might lead potential customers to believe. Whether your bio reads like a resume or a sales pitch, there are ways to fight back against a boring About page. Continue reading
A robust company website often requires a lot of content. Many professionals, lawyers especially, fill these pages with tidbits of industry knowledge, updates, and answers to frequently asked questions. But how do you balance blogs, FAQs, and sub-pages? And how do you know where the piece you just wrote belongs? Continue reading
What is a website for? Some traditionally minded marketers will say that a website is your online business card. How it looks is what counts. But in the age of online research and reviews, your online presence should be far more than just a pretty face.
Most lawyers think of blogging primarily as a marketing tactic – a way to get customers in the door and create more revenue. But web content also provides added value. By creating restricted blog content, you can give your best clients more for their money. Continue reading
When readers have a problem, they turn to the Internet for a solution. It is so common, there is even a web-acronym LMGTFY: “Let Me Google That For You.” To be successful, your website should be the place to go for readers with problems to find answers. So ask yourself, does your website focus on you or your clients? Will readers find the solution to their problems, or a shrine to the owner of your company? Continue reading
You’ve been putting a lot of work into your blog: updating regularly with posts that have a conversational tone and catchy titles. But as your blog grows, your voicemail and inbox sit empty. Maybe it is because your website is a turn-off.
A lot of lawyers spend far too much money on canned websites from big name companies. They hope that by hitching their wagon to websites like Lawyers.com, they’ll maximize their SEO and draw in new clients. The problem is that these directory sites, which list your URL next to several of your direct competitors, are not much different than putting an ad in the phone book.
The internet market is a highly visual audience. If your website looks cheap, or looks like every other lawyer’s page, most visitors will “bounce” off of your page rather than clicking around or, better yet, contacting you. Instead, you should take the extra time (and possibly money) to make sure your website fits your image.
That means more than just emblazoning your logo in the header or making sure you have professional head shots on your bio page (both of which are important). It’s about giving your viewers something to feel. I’ll explain.
If you are a tough-as-nails litigator, your website might use a bold font and dark colors that show you mean business. This conveys aggression. But single mothers trying to modify parenting time probably won’t spend much time on your site. They tend to be more attracted to a site with soft colors and comforting language. Then again, your business clients may dismiss both of those sites as over the top and unprofessional. They would rather be assured of your competency with a crisp, clean site and sharp visuals. Just like with tone, it’s all about your target audience.
But don’t stop with the wrapper! While you’ve got your web designer in your office anyway, make sure you talk about web copy. That’s the actual words on your website. The tone of your web copy needs to go with the look of the page, or your visitors will feel like you’ve given them a bait and switch.
Your web copy should have a somewhat professional tone, more so than your blog, but it should still sound like it was written by the same person. It is an advertisement, but it shouldn’t sound like one. Instead make it inviting to your potential clients.
Use simple language whenever you can and make sure it is easy for visitors to find out how to reach you. Don’t forget to break up your paragraphs into digestible bits. All of the tips and tricks you’ve learned for blogging still apply!
The most important thing is to make sure your website stands out. Using color, photos, and accessible web copy, you can make your website an effective portal into your business, rather than a carbon copy of your competitors.