Getting your firm working online grow your firm

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Transcript of Getting your firm working online grow your firm

  • GETTING YOUR FIRMWORKING ONLINE www.growyourrm.com.au
  • TableofContentsWebDesign HowsYourWebsitesNaviga3on? IsEveryPageonyourWebsiteConver3ng? IsYourLawFirmUserTes3ng? IsYourLawFirmsWebsiteMobile? WhatsYourMovement? LawFirmWebDesignandContentManagementSystems EveryPageisaWinner IsyourLawFirmUpda3ngitsWebsite?SearchEngineOp8miza8on HowsYourMetaTags,KeywordsandContent? IsYourLawFirmMarke3ngStrategyRelyingonDuplicateContent? GeNngYourLawFirmMarke3ngStrategyLinked Content,ContentandContent LawFirmMarke3ngDailyDose IsYourFirmGenera3ngVideo? HowtoPerformfortheRingmaster SEOandYourAccoun3ngorLawFirm HasYourLawFirmGotaGoodIdea? IsYourFirmSpeakingAnotherLanguage? LawyerMarke3ngPlan ContentSpinning&Duplica3on Marke3ngLawFirmswithAdWords HasGoogleFoundYourNewWebsite? DoesyourLawFirmUseKeywords? YourLawFirmandtheTectonicShiT LawFirmSEOandImages YourLawFirmsContentStrategy DomainPurchasingforYourLawFirm BeCarefulWhoYouLinkto YourLawFirmanditsMobileApplica3on ShouldOurLawFirmYouTube? WillGoogleInstantEndYourReign PlaceYourFirmNow WhySmallFirmsCanWin
  • IsyourLawFirmTrackingCalls? ContentisKing,ButDesignisQueen DoesyourLawFirmusePDFs? YourLawFirmsLinkBuildingStrategy LawFirmMarke3ngKingHit:GetContentGetClientsEmailCampaign EmailMarke3ng:theNeglectedTool LawFirmMarke3ngStrategyandClientConversion Marke3ngtoExis3ngClients IsYourEmailListSegmented?SocialMedia IsYourLawFirmFacebooked? ThePromiseofSocialMediaorNot? CantWorkOutWhyYourLawFirmMarke3ngStrategyisGeNngCrushed? WillFacebookWorkinYourLawFirm? HowDoesYourLawFirmCountConversions? IsYourLawFirmsWebsiteMobile? LawFirmsandMobilePhoneApplica3ons WhyYourLawFirmNeedstoBlog ShouldMyLawFirmFacebook?GoogleAnaly8cs HowtoGetBeYerRankedbyGoogle IsYourLawFirmWebsiteConver3ng? Google+1Launch MeasureEverythingTwice Marke3ngYourLawFirmonGoogle SeeYourWebsitewithoutOpeningIt YourLawFirmsBounceRate BeefUpYourAboutPageNow
  • WelcomeThisguideisproudlybroughttoyoubyAustraliasleadingprofessionalservicesmarke3ngcompany,GrowyourFirm.GrowyourFirmisunlikeanyotherprofessionalservicesmarke3ngagencyinAustralia.Wecocreateindividualisedmarke3ngsolu3onsforbothaccoun3ngandlawrmsthatwerapidlychangetokeepinsyncwithnotonlytechnologytrends,buttheconstantuxofthealgorithmsusedbyleadingsearchengineslikeGoogle.Wealsouseadiverserangeofmediatoolstobroadcastyourrmtonumerousonlinechannels,aswellassyndicateyourrmscontentacrossanumberofhightraclegalsitesacrossAustraliaofwhichweown.GrowyourFirmdoeswebdesign,development,SEO,socialmedia,contentgenera3onandsyndica3onandemailcampaignmanagement.Inaddi3on,wedesignanddevelopmobileapplica3onsandsoTware.MostrecentlywedevelopedacompletelyautomatedonlinewillserviceforoneofAustraliasleadinglawrmsandarepresentlydevisingawebbasedapplica3onforpersonalinjurylawrms.ContactUswww.growyourrm.com.ausales@growyourrm.com.au1300886322
  • WebsiteDesign
  • HowsYourWebsitesNavigation?Thereare somegreattoolsouttherethatcanconsiderablyassistyourlawrmgetits headarounditswebsitesnaviga3on.Sitenaviga3onis oneofthose things thataresooTenneglected.Manylawrmsjustsubscribetothe view that their site naviga3on should just be the stock standard. You know what I mean,"About,Services,Resources"ect.Agreatplacetostartisthroughthe useofcardsor3ng.So,bestprac3ce wouldbe todoa contentstrategy,iden3fyeverypieceofcontenttogoupandcorresponda cardwiththatcontent. So,inthecaseofafamily lawprac3ce,youmayhavesomecontent on"binding nancial agreements," and you would simply 3tle the card accordingly. Best prac3cewouldalsodictatethatinsor3ngthecards tomapoutyoursitesnaviga3on,youwouldinvolve aclientclustergroup.Theres somethingpotent about crea3ngsitenaviga3onpathways via this visualmethod that isalsoengagedwithclientoruserinvolvement.Butspendsome3meintheprepara3onofthecardsbeforeinvolvingtheusergroup,thisseemstoworkbest.Theotheralterna3veistousetheonlineversionatWebsortWecanhelpfacilitateallthis.ContactusatLawFirmMarke3ngIsEveryPageonyourWebsiteConverting?Nearlyeverylawrmmarke3ngstrategywhenitcomestowebcontent,spendtoomuchaYen3ononthe homepage,wrongly assumingthat theotherscountconsiderably less. Every page,post orpieceofcontentyourlawrmgeneratesisawindowofopportunity.Yes,your homepage willbearthegruntofmosttrac(ifyoure doingthingsright)but therearemul3pleloca3ons or landing pages of your sitethat a prospec3ve client might ndthemselvesdependingupontheirsearchenquiry.Ifyourlawrm has a content strategy, derivedfromthekeywords yourechasinginthemarketandthencheckoutyourAnaly3csandyoull besurprisedathowpeople ndyouandinpar3cular,whatpageofyoursitewastheentrypoint.Once there,theancillaryinforma3onforarmcanbegold.Forexample,youwill beabletodenetheaverage3me spentonthepage,the bouncerate(bouncingoyour pageandgoingelsewhere)andofcourse,theamountoftraccominginviathiswindow.
  • Whyisthissoimportant?Increasingly withthesheeramountofcontentontheweb,peoplearefarmorecondentintheirsearches.Inotherwords,whentheyoncemayhavetypedindivorce,theymaynowtypeinhowtooppose a divorce applica3on or canIget adivorcein Australiaif Iwas marriedoverseas.These more descrip3ve searchesare calledlongtailandare sooTenignoredinthe marke3ngstrategyoflawrms.Inrespondingtolongtailsearches, youneedtoensurethatthepageholdingtheinforma3oniscapableofconversion. Conversionmaynot necessarily meanthat the searcher becomes aclienttoday,but it may meanthat contentonthis longtailpage encourages thesearcher that if theywantmoreinforma3on,theycandownloadyourDivorce Guideinreturnfortheiremailaddress.Now,youve got thispoten3alclient engagedandpluggedinwhichisfar beYer thanlanding onyourpageandexi3ng.Wearehelpinglawrmsdenetheironlinemarke3ngstrategy.IsYourLawFirmUserTesting?A coupleof yearsago,a guy called SteveKrug wrotea killer of a bookcalled, "Dont MakeMeThink."Itwas probably therst ofitskindinreally accentua3ngthefact that awebsiteisntatrophypiece,butrathera signicantmarke3ngtoolthathas toworkforyourbusiness,orinotherwordshastogiveyouareturnoninvestment(ROI).More specically,Krugtalkedaboutuserfocuseddesignandthereisthis whole movementthesedayscalledUX designwhichlargelyemanates fromsomeofthe tenets ofwhatKrugtackledinhiswork.HehassincewriYenanotherexcellentbookcalled,"RocketSurgeryMadeEasy."Letme cuttothechase.Lets forasecondagreethatyourlawrms website isabouttheuser.So,yourrms websitehastobeaboutcrea3nganexperiencefortheuserthatspeaks theirlanguage.Wereuptoourknees atpresentinbuildingoutasiteforleadingAustraliancriminal lawrmRyan& BosscherIfyoulookatthe site,youwillovertly seethatit is posi3onedtowardsthepoten3alclient.Prior tolaunchingthesite, we undertookuser tes3ng. Inother words, we testedthesitewith8peopleandwe trackedtheirresponse.Asa result,we retweakedandsitewentliveabout6weeks agoandthere havebeentworeitera3ons ofitsince.Why?Becauseatthe backendofthissitewe have extensiveanaly3cal datarecording.Wetrackthehotspotsandcoldspots all overthissite,orinotherwords,where people are gravita3ngtowards onthe site,howlongtheyarethereandwheretheygonext.Wekeeponadjus3ngtoensureitis insyncandwe keeponusertes3ng.Wedothis toensurethatwe havetheuser always atthe frontofourminds,insteadofwhatwethink works. There is sooTen agreat disparity between the two. Weve alsojust integratedaFacebookpresencethatwerebuildingoutaswellthatweare similarlywatching.Therearealsoanumberofotherfeatureswewillintegrateintothesiteaswell.
  • Steve Kruginhis worktalks about never assumingyouknowwhat the consumeror user wants.Instead,youusertestandkeeponusertes3ng.Inthe contextofyourlawrm,thatdoesntneedtobea costly exercise.Youcandoityourself,orifyouvegotamarke3ngpersonintherm,letthemloose.Steve Krugs got an excellent free guide here that I strongly encourage you to download andimplementintoyourlawrmwebmarke3ngstrategy.GetithereIsYourLawFirmsWebsiteMobile?Inthislawrmmarke3ng3pweencouragermstolookattheirmobilestrategy.LawrmshavetoembraceMobileTechnologyiftheywanttoberelevantoverthenextveyears.InApril 2010,therespectedMorganStanleyAnalystMaryMeekerina preYyrobustreportstated,"Its the era of the mobileinternet. Within the next veyears moreusers willconnect to theinternetovermobiledevicesthandesktopPCs."Wemen3onedina previous post some ofthechallenges for lawrms inwrestling withmobiletechnology, but here are afew 3psonmaking a start today to ensure your current website isreadableona mobile device. Thatsaid,obviously rmsneedtobelookingseriously ata mobileadapta3onoftheirwebsiteandoeringitseparatelytomobiledeviceusers.1. Dontuse FLASH. Flashisa technology thatdespite itsheavy use onmostbigbrandsites, islargelyunsupportedbymobiletechnology2.Minimizenaviga3ononyourwebsite,aspanningacrossmobiledevicesiss3llfairlyclunky.3.Useimagessparingly.Mobile devices canhave serious issuesintheir resize,slowingdownsiteloading3mes.4.CommonobjectslikeAc3veXaregenerallyunsupported5.Dontgooverboardwithtext.6.Ensureyourwebsitescontactformsareopera3onalandeec3vetotheuserexperienceBe that as it may, if your law rm is serious about being seen well on mobile devices, wedrecommendcuNngtothe chaseandgeNnga mobileversionup.Ifyouhave acurrentwebdesignousitthatyourhappywith,talkwiththemrstandsee iftheyhavethe exper3se tocarryoutthejob.Thatwayyoucanensuresynergybetweenyourcurrentsiteanditsmobilecounterpart.
  • WhatsYourMovement?Inthis lawrmmarke3ng3pweshowyouhowsomermsareaYachingthemselvestocausesaswayofexpressingtheirbrandessence.Law Firms that see their brand as one dimensional are signicantly compromising otheropportuni3e