Over the last few months there have been a number of blog posts written by seasoned legal marketers on the content of law firm website lawyer bios. It is clear that by far the most visited pages on a law firm website (alongside the Home and Contact pages) are the Bio pages of individual lawyers. This makes sense if you think about it from a client perspective. People comparison shop for lawyers just like any other service and one of the tools they use to do that is the internet…where they will undoubtedly look at your bio because they want to see what the options are. Similarly, if a client has found your firm but there is more than one lawyer practicing in the area that the client is interested in, then of course they are going to check out individual bios to determine who can best tackle the specific issue they are facing. Wouldn’t you? Even if a client has been referred to you, they are likely to check you out online before making an appointment as part of their preparation for a meeting.
Are You Boring? Maybe…but not likely.
If you are relying on what amounts to a recitation of the most basic facts about yourself – where you went to school, that you practice “X, Y, or Z law” and maybe that you wrote an article for Lawyers Weekly 5 years ago – you may want to rethink that strategy. Take a step back and consider why a potential client is bothering to read your bio. They are reading it not because they care where you went to law school. They are interested because they have a problem or legal issue that they cannot handle on their own. They are looking at your bio to see whether you have the experience necessary to help them. So, what does your bio say? Does it provide specific information about how you help clients in a particular situation deal with a defined problem or set of circumstances? If not, maybe it should. Is your bio engaging? Does it make strangers want to meet you and learn more? No? Why not? Are you that boring? I suppose it’s possible, but I highly doubt it.
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Posted in Digital Marketing, Law firm websites, Marketing Strategy | Add a Comment »
Steve Matthews of Stem Legal published a column on Slaw.ca back in 2010 on Domain Name Issues for Law Firms. While I agree with Steve’s outline of the issues, I wanted to emphasize a particular point that relates to the strategy between practice or geographic keyword-rich domain names (e.g. familylawyerwestpalmbeach.com) and brand name domain (e.g. watsongoepel.com). As Steve writes about keyword-rich domains:
The advantage of these types of domains is that they naturally rank quite well for the search phrases they include, without a lot of work on the webmaster’s behalf. Because of this, endless variations of geographic/practice-based domains are snatched up pretty quickly.
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Tags: domain names, linkedin, Search Engines, SEO
Posted in Digital Marketing, Google, Law firm websites, Marketing Strategy, SEM/SEO | Add a Comment »
Law Firms Need to Track Conversions
Over a year ago, Google launched Call Metrics as an ad extension for AdWords. Writing about this new product, I was particularly excited about its potential for law firms and other professional services firms. This was because lawyers, like all businesses, are focused on their return on investment when it comes to advertising. While its nice that your website may attract a significant volume of visitors, the goal is for those visitors to convert into clients.
For law firms, tracking conversions is particularly challenging. While an email contact form is one method of identifying a conversion, both clients and lawyers tend to prefer that their initial communications take place over the phone. As I’ve heard countless times from our clients “I just want the phone to ring.”
Google AdWords Call Metrics
We have been looking for some way to automatically link money spent on Google AdWords campaigns with calls to the firm. Enter Call Metrics (not to be confused with Google’s Click to Call for mobile devices). This ad extension attaches a temporarily assigned toll-free number to search ad text. If the number is manually dialed, the call is forwarded to the firm’s preferred phone line and the campaign is charged a fee. Call Metrics supplies AdWords with an additional set of data:
- time of call;
- area code of dialer;
- answered (or not); and
- phone call cost (while the cost is $1.00/call by default, you can also specifically bid on phone calls).
This data is pure gold for those of us who manage pay-per-click campaigns for law firms. There’s nothing that makes my life easier than telling a client that they spent $700 last month on AdWords and it produced 12 phone calls, each over 15 minutes long. Unfortunately, not long after Call Metrics was launched, it was suddenly pulled from the Canadian market due to quality control problems. While our US clients continue to enjoy this service, Canadian firms remain out of luck. Read the rest of this entry »
Posted in Digital Marketing, Google, Law firm websites, Virtual Practice | 1 Comment »
Content marketing involves creating valuable free content and then posting it to your company or firm’s website, blog, or social media profiles, in order to attract potential clients to engage with the content and be influenced (ultimately) into purchasing your services or products. Despite its success across industries — including big laws firms — we have found that lawyers working in small firms tend to have a difficult time accepting the value of content marketing. In this blog post, we discuss why that is and why this tendency might begin to change. Read the rest of this entry »
Posted in Advertising + Design, Agency News, Digital Marketing, Law, Marketing Strategy, SEM/SEO | Add a Comment »