We are trying out some new software called JetSubmitter. It is an article spinning and distribution platform. The idea is that you write a seed article, then mark it up using a special article spinning syntax in order to have the software dynamically create different versions of the article for distribution to its network of article directories.
This particular software gets very poor reviews for its customer support, so if you decide to try this out for use in your law firm, tread carefully, and do not sign up for the one year upfront payment. Try to find the page where you can sign up for $17 per month and try it out for a month. So far, I can tell the software is working, at least partly, although I’ve already seen some things I did wrong because I either misunderstood some of the instructions or the software works a little differently than advertised.
So far, for the price, I am satisfied. However, I have quite a bit of experience with this type of software, so I don’t have much of a learning curve and don’t require much in the way of support (as long as the software works).
If you would like to give it a try for creating and distributing articles to promote your law firm, you can learn more at http://www.jetsubmitter2.com.
If you’ve read many of our blog posts or articles, you know one of our principle tenets is that it is impossible to predict user behavior, so the only way to know what web site design will generate the most leads for your firm is to test them. Paid search makes this process easy.
Using pay per click ads, you can send an equal amount of traffic to two different landing pages, each with a different design, to measure the performance of each one. For this to work, each landing page needs its own form or other conversion event in order to be able to generate a conversion rate with which to compare the two pages.
For example, let’s say you do this and generate the following data:
Landing Page 1Conversion Rate: 1.45%
Landing Page 2Conversion Rate: .63%
In this case, landing page 1 has a much better conversion rate, so it has the more effective design. You could continue this process, testing this page against other designs, or just go ahead and declare the design a winner and use it for your entire site. This is invaluable information that will greatly improve the performance of your online marketing.
Here is an advanced strategy that will give you an edge over your competition: build your own legal information hub. There are a number of good reasons for doing this, such as just attracting traffic, but for this discussion the main advantage is that it gives you a way to guide search engine spiders to pages you want them to find.
If you use social networking, article distribution, or any of the other content-based strategies that we recommend, then you want to make sure those pages get found. But you’d like to make that happen without directly linking to those sites. Otherwise, you’ve created two-way links, when what you want are one-way links.
If you own an information hub site, then you can use it to guide the search engines to any site you want without having two-way links between your main site and sites that link to you. It may become that the information hub itself ends up ranking higher than your main site for numerous long-tail keywords, which is another advantage. Even though the site will be very focused on providing information, it will still feature your brand and a very soft marketing message.
RSS feeds give you an easy way to display content on your information hub that updates itself. We may cover the technical aspects of how to do that in another post (or you can hire Work Media to do it). It’s really not difficult.
Here are some questions you should ask any SEO firm you are considering hiring to promote your law firm web site:
1. What exactly will you be doing? Make sure the firm can explain how it plans on promoting your site.
2. Who will be doing the work? Make sure it is not going to be interns or junior employees working exclusively on your site.
3. Do you have any referrals, testimonials or case studies? You can’t go wrong by asking for proof.
4. How do you charge? Make sure you understand what you are paying for.
5. Are you promoting other law firms for the same market? This one is huge. You want to hire a company that is ONLY going to be promoting your web site for your geographic market.
If you find a law firm SEO company that can explain how it works, that has some referrals, and that is going to be promoting your site EXCLUSIVELY for your market, then you may have a winner.