Visibility Design Content

Three Keys to Successful Online Marketing

The number of people going online — to get information, comparison-shop and make important decisions about their lives — continues to increase.

• Nearly 8 in 10 Americans (9 in 10 college-educated Americans) now are online according to a Harris Interactive poll.
• And they’re not there to surf: 90% of online consumers use the Internet for research while 80% make purchasing decisions.

So it’s easy to conclude that the Internet is where prospects are at — and that finding them and converting them to clients is critical to your long-term growth.

But that conclusion leaves key questions unanswered, such as …

In the fast-growing free-for-all of the Internet, how do you connect with your potential clients (and more of them)?

While good looks are great, do eye-catching web sites add real value?

And what strategies convert site visits into actual cases?

The fact is that successful online legal marketers focus on three related areas: building visibility via search engines and directories; using distinctive site design to set the firm apart; and delivering persuasive content that engages prospects and deepens client relationships.

Visibility

More than two-thirds of all law firms now have a web presence. If you’ve been online to survey the competition, you know the importance of visibility — of taking steps to ensure you stand out.

You should be aware that a) most prospects will locate you via legal directories or search engines; b) the ranking of law firms on those search tools does not occur by chance; and c) you can improve your ranking and drive more prospects — qualified prospects — to your site.

One key is ensuring that your site is updated and uses a high percentage of keywords and key phrases unique to your practice areas, geographic locations and client base.

That’s critical because on an ongoing basis, search engines use software "spiders" to examine web sites, then use that information to respond to search queries. While the formulas are complex, sites with fresh, keyword-rich content typically rank highest.

To use keywords and key phrases effectively:

• Cast a wide net. Non-attorneys may not always search by legal terms of art. Include "lawyer" and "attorney" on your site. Reference "car crash" and "auto wreck" in addition to "automobile accident." By using the language of your future clients, you’ll rank higher in their search results.
• Cover your geographic area (e.g., "Milwaukee," "Wisconsin," "eastern Wisconsin," "Midwest").
• Don’t overdo it. Stilted text containing too many keywords may attract more hits from search engines, but those visitors won’t stay long.

In addition to client-facing keywords, search engines also rank sites using the behind-the-scenes information in title tags, alt tags and other "hidden" elements of HTML code. Inbound links — links from other web sites that direct users to your site — also factor in. The more quality links you have from relevant, law-related sites, the higher you’re likely to rank.

Attracting the attention of search tools is important not only due to the sheer number of competing web sites, but also the behavior of web-site visitors. Research indicates that more than 60% of Internet users click on a search result in the first page of results.

A search-engine friendly web site will help you reach those quick-to-click prospects. To gain even more exposure, however, law firms should also consider paid advertising opportunities like banner ads and top listings, as well as legal directories (sites where individuals and businesses can research legal issues and browse firm profiles). Linking your site to a directory connects you with highly motivated prospects who are actively looking for representation.

Frequently, listings that appear on the most-visited legal directories such as findlaw.com rank higher in search-engine results than a law firm’s own site.

Design

The most important choice a law firm makes in designing its web site is what it leaves out.

That’s because on the Internet, being all things to all people is a great way to reach no one. Effective design zeroes in on the attributes that set you apart and communicates that unique identity through words, images and the organization of your site.

Your window of opportunity is small. On the Internet you have just seconds to make a positive impression with site visitors before they click away.

Every photo and headline — even your color scheme — counts. Select images that reflect your practice areas or the city you serve. Reinforce those messages through headlines, section heads and other prominent blocks of copy.

And think in terms of your prospect’s expectations. While an aggressive tone and bold colors can work for a criminal-law firm, visitors to a family-law site may be swayed by a softer approach.

Above all, make it easy. Is your contact information displayed prominently on every page? If you have special expertise — Spanish-language capabilities, for example — do you say so? Can a visitor easily navigate your site without clicking the "Back" button?

Clear, straightforward site design also promotes visibility. Complicated multimedia bells-and-whistles, for example, often drive search-engine rankings down, besides making for a dubious customer experience.

Plus let’s face it, many people find the law intimidating. Your site shouldn’t reinforce that view.

Content

Effective site design encourages prospects to stay for a closer look. But content converts them to clients and turns new business into long-term relationships.

Newsletters and articles, for example, can position you as a subject-matter expert, while case results and FAQs are a chance to demystify your firm and speak directly to prospects. Have a key niche? Consider creating a unique landing page for it.

Content is also an important client-development tool — an opportunity to keep them "coming back for more" via:

• Client-only areas.
• Collaborative extranets where you can share documents.
• E-mail newsletters and other informal channels that start conversations and generate leads.

These interactive tools simultaneously showcase your tech-savvy and help you build closer connections to clients.

Another benefit of fresh, relevant content is visibility — search engines reward sites that have it and assign a low rank to old, outdated material.

The bottom line? Today’s web-savvy consumer clicks past outdated articles and cliched marketing-speak. Online success depends on engaging people with content that’s relevant, timely and in dynamic formats that encourage repeat visits.

The best information is wasted, of course, if the right prospects aren’t finding your site at the right time.

Conversely, attracting thousands of visitors to your site, but then providing little of value when they arrive, also won’t add to your bottom line.

But firms that address all three aspects of successful online marketing — visibility, design and content — have a great opportunity to win business and maximize the return on their Internet investment.

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Thomson FindLaw, a division of Thomson West, is the legal industry’s most effective provider of online marketing and client development services. FindLaw provides law firms with web sites and other online marketing services that generate new business with qualified prospects and build stronger, more profitable relationships with existing clients. Attorneys can also be prominently listed on our web portal, Findlaw.com, the world’s most-visited legal information site. To schedule an appointment with a FindLaw online marketing consultant, call 1-866-44FINDLAW (1-866-443-4635) or e-mail west.info-findlaw@thomson.com. Visit www.lawyermarketing.com for more information about the importance of law firm marketing.