Cutting Edge Attorney Website Design & Marketing Solutions

Jan 26, 2012 Attorney Marketing Attorney Website Design Online Marketing

One of the law firms that we work with recently contacted us to let us know that a prospective client had called them after finding the site in a Google search. The web visitor said that he felt a sense of immediate comfort when landing on the home page explaining that he could relate to the photos used (featuring middle aged caregivers and their senior parents). After just a few moments on the site, he called to schedule an initial consultation and later retained the firm.

This example is not an isolated incident. The first thing that most people notice when they come to your website is the imagery. Outdated, overly posed or poor quality photos can leave a bad first impression. On the other hand, professional photos selected with your target demographic in mind can help to make a positive and long-lasting impression of your firm. So where and what exactly should you look for when selecting photos for your firm’s website?

Stock-Photo Sites
There are dozens of reputable stock photography sites which allow you to purchase the rights to high quality images at minimal cost. When selecting a photo, make certain that it is current (if the photo has a rotary phone in it, stay away) and try to avoid posed images which are overly used and can make your site appear less authentic.

Professional Photographers
If you decide to use photos of your offices or local scenery, be sure to hire a professional photographer. While your spouse may have given you a great new digital camera for Christmas, this will not ensure the quality that is necessary for a professional website. A local photographer can bring the appropriate equipment and expertise to the table. Even their advice on the best pose or lighting can really make a significant difference. Another benefit of working with local photographers is that they often have photos of your town or city which are for sale, saving you the cost of shooting time.

Google Images
Some of our clients will turn to Google and scour the web to find good photos. The problem with most photos that you find online is ownership and whether you can use the photo legally. Unless you have purchased a photo or have written permission from the photographer or owner, do not include the photo on your site.

Personal Photos
If there is a personal photo or two that you are fond of and would like to use, seriously consider the quality. If it is pixilated or blurry, realize that you may actually deter visitors with your selection and, if you still feel adamant about including the photo on your site, make sure it is not featured in the prominent header area. Instead, consider including the personal photo on your profile page where it might have greater appeal to clients.
 

Jan 20, 2012 Attorney Website Design Online Marketing

Many law firm websites include a "resources" page with a long list of links to legal, governmental, news, search engines and general websites (like weather.com). For the most part, these links are useless to visitors. How many clients come to you to figure out what the weather is like or how to find the link to the White House’s website? When developing a resources page for your clients and colleagues, it’s important that you put some thought into what visitors are looking for when they arrive to your site. Here are some suggestions for enhancing your “Resources” page:

Articles:  With many areas of law, clients are intimidated and anxious to learn more about their options and the process. Articles with some general information can help to ease those fears. If you are an estate planning attorney, you might consider adding an article detailing the basics of estate planning or even list books which your clients might purchase for additional insight.

FAQs: When prospective clients come to your site, they have questions and lots of them; questions about their legal matter, your firm and why they should work with you. Make a list of the questions that you are asked most often and create a helpful set of answers to assist site visitors.

Costs: Now we’re not saying that you should give out your fee structure online but you might consider explaining to your clients how the legal fees will work. If you can give a percentage as with a probate matter or personal injury case, this is helpful. If you offer a free consultation or flat fees, be sure to include this information here.  You might also point out if your fees are typically less than those charged by attorneys with similar experience and expertise.

Court Information: Many of your clients will have no prior experience working within the legal system so even things that you find to be elementary will be invaluable to many. On one site we developed, the firm outlined what a client should wear to court and where the best parking lot was nearby. This little stuff will help to put your clients at ease, save your office from a few phone calls and help your clients to realize what a great resource you are.

Client Forms: When clients come to meet with you for the first time, you likely supply them with a stack of forms and documentation which they will have to complete. Give them a jump-start by supplying this information to them on your website. When an initial meeting is scheduled, have your assistant email them a link to this information.

As with any information on your website, your “Resources” page should be well planned and designed with your website visitors in mind. Despite what some popular website developers might suggest, providing a list of links to common sites will not help you with the search engines and it certainly won’t help you connect with your clients.

 

Jan 09, 2012 Announcements

Over the past five years, Amicus Creative Media has emerged as the proven leader in estate planning websites and marketing. To help supercharge the marketing efforts of even more firms in 2012, we will be attending the Heckerling Institute on Estate Planning in Orlando this week. Several members of our team will be on hand to showcase our unparalleled trifecta of online marketing tools which include

• Cutting Edge Attorney Websites that will ensure your firm is recognized, retained and referred. Our exclusive platform boasts a plethora of interactive tools such as our Estate Tax Calculator, Seminar Management System and Integrated Attorney Blog which help to keep your site interactive and your visitors engaged.
• Legalvault, an advanced document storage and exchange system puts your documents at your clients’ fingertips and your firm on their minds.
• Insight in Motion, a comprehensive legal newsletter and blog content and distribution system which helps to drive referrals by fostering long-term connections with clients and colleagues.

Stop by our booth to learn more about these phenomenal tools and how they can propel your practice to new heights.

Dec 29, 2011 Attorney Marketing Attorney Website Design Online Marketing

With the New Year just days away, you’ve probably already decided upon your New Year’s Resolution. Like many, you might have vowed to drop a few pounds, spend less money eating out or promised yourself that you will finally master that guitar that has been taunting you for years. And while setting a New Year’s resolution is generally related to personal betterment, it is also a good idea time to reflect on the need for improvement in your professional life and set goals for your practice in 2012.

Very often in day to day operations, the firm’s marketing plan and the online cornerstone of that plan, the firm’s website, takes a back seat to the “billable work.”  Unfortunately when this happens, most firms lose their marketing momentum and it can be difficult to regain even when business slows down. To help you get started once again and set your 2012 website resolution, consider the following:

What is the goal of your website?
When we first begin working on a site, we ask each firm why they want a new site and what they would like it to be used for. Some firms will say that they merely want to begin building an online presence; others might be using it as a resource for fellow advisors while even more want to attract new clients. As your firm grows and the website evolves, the overall purpose of the site might change. It’s important that you sit down every few months and reevaluate your main goals for the site.

If there have been changes to the purpose of the site, you will want to make sure that the call to action is updated throughout the site so it is evident to visitors what they should do next. You will also want to make sure that the copy and imagery is well aligned with the site’s new goals.

How are you tracking performance?
Many firms invest in a site and then have no idea as to how it is performing. With free tools like Google Analytics  at your disposal there is really no excuse for not evaluating traffic to your site. At the least, you should have a firm understanding of how many visitors come to your site each month, where they come from (Google, referring site, direct traffic, etc) and how long they are staying on the site. Without this data, is impossible to measure success and most importantly make changes to the site if current strategies are ineffective. Commit to reviewing site statistics at least once a month. To make this goal easier to stick to, set up your Google Analytics reports to be mailed to you monthly.

What is your content strategy?
Take a look at your firm’s content strategy. How often in the past 12 months have you added new, relevant copy to your website?  If the answer is less than 10, you need a much stronger content strategy. You’re probably sick of hearing it but there is just no way to get around it—fresh, quality content is singlehandedly the most significant factor in your site’s search engine optimization strategy and more importantly, the single most significant factor to website visitors.  Keep in mind that content does not have to come in the form of a six page article; short blog posts, a few frequently asked questions and even links, with good accompanying descriptions, to externally hosted articles can make a huge difference.

Before the start of the year, come up with an outline of new posts or additions you might make, then head to your calendar and schedule a time each week where you will tackle one of these posts.  We know that this is easier said than done once your schedule picks up again but it’s absolutely essential for website success. Treat your website content appointment just as if it were a client appointment and don’t double book thinking “I can go back to that another time.” If you can’t make time to write frequently, enlist the help of your staff and split the work, or consider checking out a content library like Insight in Motion which gives you access to hundreds of articles that be posted on your site in a matter of minutes.

Is your site personable and interactive?
Think about the competitors in your area. Do they all have websites? Most likely, the answer is yes. Increasingly, internet users have more and more options when it comes to finding a local attorney online. With more competition, there is a much greater need to connect with the site visitor. As 2011 draws to a close, evaluate your site from an outsider’s perspective. If you had never heard about your firm and stumbled upon the website, what would you learn? Would you feel comfortable initiating contact with the firm? Now, step back into your role as an attorney in the firm. Is the message or information you are giving off accurate or enough to entice visitors? In many cases, it’s not.

To further connect with site visitors, more firms are placing videos on site pages where you can hear directly from the attorney(s).  They’re also revamping attorney profiles, steering clear of the old bulleted-list of accolades and diplomas to make room for inviting profiles that speak to both professional and personal experiences.  In the New Year, reevaluate and if necessary, redefine your message and approach to visitor interaction.

As with any New Year’s resolution, the suggestions above take time and commitment. However, if you are steadfast in your resolve to improve you website, you’ll undoubtedly see results that will lead to a very happy 2012.
 

Dec 22, 2011 Legal Technology Online Marketing

With the holidays just around the corner, your inbox is probably overflowing with promotional messages from retailers and service providers.  And amidst this influx, you’ve probably noticed an increase in holiday greetings sent out from neighboring law firms and colleagues by way of e-newsletter. With the number of people using email continuously increasing and the cost of postage sky-high, it seems that electronic newsletters are a no-brainer, but finding a good provider for your firm can be difficult. There are many different options on the market. Some companies simply provide a distribution system for your e-newsletters, allowing you to send out an e-mail blast. Others provide a more substantial database management and distribution system while a few others offer even significantly more with content options.  So how to choose one?

Content Options

The main goal of your firm’s newsletter should be to share useful information with your contacts. As such, the focal point of your newsletter must be the content.  Before starting the search for an e-newsletter service, seriously evaluate whether or not your firm will need help writing articles. Many offices are enthusiastic about writing the monthly newsletter at first but as time wears on, it can be more difficult to come up with good ideas for articles. If you think this might be an issue, be sure to sign up for a service that provides you with legal articles which can be easily reviewed and edited by your firm.  Prior to signing up, request a sample article so you get a feel for the quality and topics covered. Also, see how often the library is updated. We’ve heard of companies that have some articles but rarely update the offerings to include relevant articles. If you plan to send out 3 newsletters a month, you should go with a provider who promises to add at least 40 new articles a year. In addition to being able to revise posts, make sure you are also able to add custom introductory blurbs or closing remarks which can really add your firm’s voice to a piece. Even if you don’t use the content, the topics can serve as a good starting point for writing these articles in-house.

To give your newsletter more universal appeal, you also might consider including general interest articles. Amicus Creative’s Insight in Motion has an extensive library that boasts a fully-stocked (and regularly updated) legal library and also a great general interest section with articles on technology, health, recipes, trivia and quotes.

In addition to a stellar content library, be sure to consider the following factors before making your decision:

1. Support: It seems like an obvious necessity when selecting a new service provider but make certain that any prospective e-newletter service not only provides tech-help but also has expertise in legal marketing and can give you pointers on creating effective messaging.
    
2. Number of recipients: Is there a limit on how many people you can mail each newsletter to?  Also take note of how individuals can subscribe. You should know whether the sign-up and database can be integrated into your website.
    
3. Multiple mailing lists: Does the newsletter service allow you to maintain separate mailing lists in the event that you would like to send separate newsletters to clients, colleagues or referral sources?
    
4. Sender's email address: Many newsletter distribution providers will set up a domain name and email address for your firm which will serve as the sending account of the e-newsletter. If your domain name is kewestateplanning.com, you might want your newsletter to come from info@kewestateplanning.com and not kewestateplanninglaw@enewsletters1382.com. This can make the newsletters appear less authentic, as if they were sent from a third party. Before signing up, make sure the e-newsletter services allow for SMTP sending from your firm’s email accounts.
    
5. Design: Does the newsletter provider allow you to sufficiently incorporate your firm’s branding into each newsletter that you send?. You might also want to inquire as to whether the newsletter service offers photos which you can include in your articles. Text-only pieces can be boring and inserting a photo or two can really grab a recipient’s attention.

While the selection process might be time-consuming, making the right choice when it comes to an e-newsletter service provider is imperative to your firm’s online marketing success.





 

Dec 13, 2011 General Legal Online Marketing Attorney Marketing Attorney Marketing

During our initial design consultation, we often ask our new clients if they have a tagline, or quite simply a motto, that they have used to describe their firms in past marketing pieces. Many times, they respond with the following: “I’d love to develop a tagline but I don’t know where to start.” Developing a tagline can undoubtedly be difficult. After all, how do you summarize what your firm is all about in a few words? Below are a few pointers to help you get started and get the creative juices flowing.

Where will it be placed?
Part of developing a tagline is having a basic understanding of how and where it will be used.  Of course, most firms include these condensed mission statements on their websites, firm brochures, commercials and occasionally even on the firm stationery. As you begin the development process, identify where you might like to include your tagline.

If you have multiple websites that highlight different practice areas within your firm, you should consider developing a more general tagline that can be used across all websites or you might develop a unique one for each practice group within your firm.

What is your message?
The very basic question you should ask yourself when developing your law firm’s tagline is what message do you want to convey? Start jotting down your thoughts as you do this. Do you want to showcase your experience or, if you’re just starting out, do you want to highlight just how accessible you are to clients?  Do you want to show that you have been very successful in one area of law or serve a specialized community of individuals such as local homeowner groups?  Once you have your rough message, begin prioritizing what is most important and what will set you apart from competitors.

Make a list of adjectives that describe your firm.  You might draw inspiration from client testimonials and should consult with other members of your team since they can offer different insight into how the firm is perceived by others.

Putting It All Together
Once you have a better idea of who you are trying to target and the message that you’d like to convey, you still have the tough task of putting it all together into a concise and memorable tagline. If at all possible, you should call on the help of your entire team. Sometimes sitting around a conference room table and tossing around ideas can be really productive.  If you do choose to include your staff in the development process, keep in mind that the tagline does not have to please everyone in attendance. In fact, taglines reached through consensus often tend to be bland and less creative.

Here are a few general guidelines to consider as you finalize your firm’s motto:

1. Shorter is better.
2. Use power adjectives.  For example, “phenomenal” is so much stronger than “good.”
3. Rhyming is generally not a good idea.
4. Be unique.  If you’re an estate planning attorney, something like “protecting your legacy” is widely used. Originality is likely to be remembered so be creative.
5. Alliteration can be a good thing but it can also be overused. Be wary of this.
6. Grammar rules need not apply. Attorneys often like to play it safe with marketing copy but with your tagline, some grammar guidelines can be tossed out of the window. A tagline can include a fragment!

Finalizing Your Tagline    
Occasionally, as your brainstorm, a tagline will come to you and you will just know that is the one. More often though brainstorming sessions will leave you with a few possible messages which might be used. In that case, create your own little focus group where you can test out the different taglines. You might ask friends, relatives, clients, colleagues and referral sources what they think and make your decision based on their feedback.

Once you have selected your firm’s tagline, start sharing it with the world. Be sure to update all of your marketing materials to include this new information.

Sep 21, 2011 Search Engine Optimization

If you’re a lawyer with a website, you’ve been contacted by an “SEO expert”; it’s one of the inevitable annoyances of putting your firm online. If you’re a novice, or unsatisfied with your current site’s performance, you’ve probably listened to them and wondered if they can in fact pull off the miracle they’re promising—first page results in a matter of days. The answer is simple, they probably can’t and most reliable SEO experts will promise no such thing.

While SEO strategy seems incredibly complex and the promised tactics of the SEO experts may sound overwhelming, many search optimization tactics are really quite simple and intuitive when you think of the main goal of search engines; they want quality sites directly related to the user’s search to populate the first few pages of the search engine results. In other words, if a Google user searches for “Tampa Bankruptcy Attorney,” Google wants to make certain that legitimate sites for local bankruptcy attorneys actually appear in the results. They don’t want a spam site selling “quality domains” for lawyers to appear nor do they want a site based out of North Dakota showing folks how they can work from home to get rid of their debt. Makes sense, right?

The adversaries of Google are the spam sites that are trying to “game” the system. Their main goal is to outsmart the search engine, trying to convince Google that they have what the user is looking for, although they usually have little or no relevance to the search phrase. Spam sites often use “Black Hat” tricks to gain an upper hand and are constantly developing strategies which have not yet been detected by the search engines.

Search algorithms, or the strategies used by search engines to determine relevance and importance of a webpage, serve to distinguish spam sites from quality sites and offer visitors relevant results. Next time you hear an SEO consultant ramble on about how they will update all of your Meta tags (part of the code which is not easily visible to a site user but can easily be manipulated by a webmaster) think about whether a spam site could do the same thing. If so, it’s probably not an effective strategy (and by the way, “optimized Meta tags” are a thing of the past).

The Effective Strategies

The main thing to keep in mind when shopping for SEO assistance, or working to optimize your site on your own, is that any strategy that can easily be done by a webmaster to the code of a website is probably not effective. Easy fixes can also be used by spammers so steer clear of investing in these tweaks.

What really distinguishes websites is quality which is based on a few factors:

Content: This concept is the most basic yet often the most ignored SEO strategy. If you want to rank well, you need to show the search engines that you have relevant, quality content. Don’t list your practice areas in a bulleted list once and expect to show up in a local search for an immigration attorney. A spam site selling fake green cards probably mentions the word immigration more frequently. Write keyword rich copy and update the site frequently. You don’t need to add a new page of relevant information each day but a weekly blog entry or monthly article can go a long way.

Authority: What else can distinguish a bad site from a good one? Popularity. If high quality, relevant sites link to your site, it is seen as a type of endorsement. But here take note of the emphasis on high quality, relevant sites. If you’re an estate planning attorney, a link to your site from the local track team’s website may confer some authority, but its value would be somewhat diminished due to lack of topical relevancy. Receiving a link from the Trusts & Estates website, on the other hand, could go a long way because these links are not easily given out (and you better believe, cannot be obtained by a search engine consultant) and are coming from a site rich with estate planning information.

Seniority: Truth be told, if your firm has a new website, you’re not going to rank well immediately because the search engines won’t allow it. You’re the new kid on the block and they are still trying to gauge what you’re all about. Spam sites come and go but reliable, quality sites stick around. The longer you’ve been online producing quality content, the more points you’ll get from Google.

Although the theory and basic principles of search engine optimization are relatively simple, it never hurts to consult with a knowledgeable SEO consultant. By understanding the theory behind search engine algorithms, you can be sure that you are getting the most out of your time and financial investments.