Telling Your Story. What every lawyers should know about website design.
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Transcript of Telling Your Story. What every lawyers should know about website design.
Telling Your Story What every lawyer should know about website design.
Chelsey LambertVice President, Clients and Communication
Co-Chair, ABA GP Solo, Technology Green Team
312-667-1768 office
@ChelseyLambert | LinkedIn.com/in/ChelseyLambert
www.Smokeball.com
Communicating Your Story & Culture Through Your
Website
What Culture & Brand Really Mean
• Who you are.
• What you believe in.
• Why you started your business.
• Cultivating happiness for your employees, clients and yourself.
Your brand is your culture.
– Tony Hsieh
What is Your Mission?
Your Mission Statement• Why does your business exist?
• Who do you serve? (Your niche)
• Where are your clients?
• What service(s) do you provide?
• How do core values guide your team?
Defining Your Core Values• 3 – 5 Statements of
passion.
• Tied to your Mission Statement
• Actionable
• Part of daily life
• Behavioral Hiring Methods
Every interaction is a reflection of our culture.
CLIENTS
EMPLOYEES
PARTNERS
REFERRALS
Especially your website!
Law Firm Translation
VOICE: You & Your Brand • Who is your ideal client?
• What do they like?
• Where do they hangout?
• Age, gender, hobbies, line of work?
• The benefits of conversational writing
• The Firm & Attorney’s image should relate to the client. Be professional, but approachable.
The Internet Reader’s Mentality• Short attention span
• Looking for a solution to their worries, concerns or specific problem
• Respond well to pictures and video
• Doesn’t want to be sold to
• Looking for comfort and a common thread
Types of Website Content
1.Website 2.Blog 3.Social Media
1. Website Content
Common law firm website mistakes:
• Lack of focus
• Common images
• No team pictures
• Nothing unique to distinguish the firm
• Too wordy
• Poor navigation / section names
• Cluttered layout
• Lack of imagery about client’s situation
• Reads like a biography
Website ContentThe 2:20, 20:2 Rule
• What’s above the fold may be the first & last thing they see
• Keep content short
• Don’t clutter pages with text
• Use bulleted and numbered lists
• Use design & images to convey a clear message
• Headers – Should always include Phone & Email
• Give the reader a Call to Action on every page!
Short & Sweet FAQ’s
Short text with a
clear call to action
Short & Sweet FAQ’s
Rosen Law Firm
WebsiteOptimization
Find Keywords using Google Adwords
• Google Adwords Keyword Planner
• Requires a Google Account
• Does not require any advertising dollars
• Research your practice area before you write
Google AdWords Keyword Planner
Search for Keywords to include in content
Ad Group Ideas
Keyword Ideas
Filter & Sort
2. Blog Content
Blog Content – Creating digital assets• What’s the appropriate size of a post?
• 250 – 1000 words
• Using Keywords
• Check Google Keyword Planner for ideas
• Inviting feedback
• End your post with a question, or invite readers to share a similar experience
Write powerful headlinesBe Unique, Authentic & Engaging• Leave the title open ended
• Use numbers to preview lists
• Tie post back to relevant news or headlines
• Be compelling & interesting
• Use questions words: How, Why, What, etc.
Zeller Law – Small Business Law Blog
3. Social Media
Social Media Content • Facebook
• Images convert at 150% higher rate than text • Video rules the web
• Twitter • 140 Characters; Use a strong headline & link
• Linked In • Excerpt or paraphrase blog post including a link and preview image
Twitter examples:
Facebook examples:
Q & A
Chelsey LambertVice President, Clients and Communication
Co-Chair, ABA GP Solo, Technology Green Team
312-667-1768 office
847-702-2774 cell
www.Smokeball.com