Articles Posted in Law Firm Websites

Searching.jpgI spoke with a number of lawyers over the last several weeks that came to our agency in search of law firm SEO services……..at least that’s what they thought they wanted.

Really what they were looking for was more business through the internet. The particulars of which strategy they should use in order to make that happen was the reason they were talking to me in the first place. However, there is enough hype around SEO these days that most law firms assume this is route they need to take.

If a law firm has the appropriate budget, time, and resources available they should be involved in SEO, paid search, email marketing, social media, content creation, and every other type of online marketing avenue But in many cases, time and money are finite resources. As a result, a law firm must prioritize which strategies make the most sense depending on the needs, goals, and resources available.

writing.jpgI talk with lawyers everyday that have websites they need help marketing. They want their websites to bring in more traffic, more leads, and more clients. When I ask how often they are updating their sites and what type of content they are producing, the other end of the line is usually met with silence. The fact is that in today’s online marketing universe, you need to produce new content for your website on a regular basis.

Why Do I Need To Create Content?

There are a myriad of reasons why you should produce new content for your site on a regular basis. In the interest of keeping this post succinct, I’ll list 5 of the most important reasons in my opinion:

Google recently announced the launch of Google Related.

Now with Google Related, a new Chrome Extension and Google Toolbar feature, you’ll automatically see interesting content relevant to what’s on the page you’re viewing, right where you’re viewing it.

Here is a video that describes the new tool in more detail:

Here at AttorneySync, we are big fans of WordPress. We often recommend WordPress for lawyers looking to setup a new website and/or blog for a firm.

Recently, a firm located in Russia, but serving clients internationally, asked us for assistance with setting up a basic wordpress site. One of the stipulations was that the site needed to be built in English with the ability to be translated manually in Russian. Since the majority of the firm’s audience was either going to be English or Russian speaking, it was important that the text appealed to both groups. This meant that simply installing an automated translation tool wasn’t sufficient. What we needed was a solution that allowed our client to manually translate each page and post on the site.

Additionally, we wanted to make sure that we retained SEO (search engine optimization) benefits of both versions of the site.

copy.jpgWriting content for your law firm’s website requires a different approach than most other mediums. The content needs to be informative and helpful. However, you are faced with the unenviable task of explaining, in layman’s terms, very complex subjects while at the same time facing the fleeting attention of your site visitors.

I want to address writing content from the standpoint of engaging your visitors and helping to increase contacts from your site.

4 Tips On Writing Good Content For The Web

  1. People scan content on the web…they don’t read everything in full – Keep your paragraphs and sentences short. Use headlines and bolding that highlight your key points.
  2. Create Lists – People love lists on the web. When lists and bullets are used appropriately, a user can more easily scan and digest the points you make.
  3. Be conversational, cut down on the “marketing speak” – I always stress that people want to buy from other people, not faceless firms. This is especially true when selling professional services. Make sure you write with your voice, while maintaining a professional tone.
  4. Stay away from legalese – Not only doesn’t the average consumer understand it, but they will quickly dismiss your material and move on to another site. Attention is fleeting on the web, if a potential client doesn’t understand what you are saying, your competitor is only a click away.

A great book to read on the subject is Net Copy by Nick Usborne.

content for law firms

Free Guide: Writing Content For Your Law Firm’s Website

Want to learn how writing content for your firm’s site can help bring in business?

Download AttorneySync’s Free Guide On Writing Web Content For Lawyers.

According to Wikipedia, strategy is:

a word of military origin, refers to a plan of action designed to achieve a particular goal. In military usage strategy is distinct from tactics, which are concerned with the conduct of an engagement, while strategy is concerned with how different engagements are linked. How a battle is fought is a matter of tactics: the terms and conditions that it is fought on and whether it should be fought at all is a matter of strategy, which is part of the four levels of warfare: political goals or grand strategy, strategy, operations, and tactics. Building on the work of many thinkers on the subject, one can define strategy as “a comprehensive way to try to pursue political ends, including the threat or actual use of force, in a dialectic of wills – there have to be at least two sides to a conflict. These sides interact, and thus a Strategy will thus rarely be successful if it shows no adaptability.

A Plan of Action Designed to Achieve a Particular Goal

Google recently released a new kind of visual search result called Instant Previews. Instant Previews are a small snapshot of the webpage Google is returning in it’s results. Here is an example of the AttorneySync website as seen through Instant Preview in the search results:

google-preview.png

According to Google, they’ve found that people are 5% more likely to be satisfied with the result they click when they use the new feature. Here are a few more ways Google suggests Instant Preview might be used to help a searcher:

  • Quickly compare results – A visual comparison of search results helps you pick the one that’s right for you. Quickly flip through previews to see which page looks best.
  • Pinpoint relevant content – Text call outs, in orange, will sometimes highlight where your search terms appear on the webpage so you can evaluate if it’s what you’re looking for.
  • Interact with the results page – Page previews let you see the layout of a webpage before clicking the search result. Looking for a chart, picture, map or list? See if you can spot one in the preview.

What This Means For Your Firm’s Site

You’ll need to take a hard look at the aesthetics of your site and make sure things appear up to date. You are going to have to start earning those clicks with more than simply a high ranking.

Here are a few suggestions for getting the most out of your Google Instant Preview:
Continue reading