Our BRAND NEW book, The Law Firm Internet Marketing Book, is now available for purchase on the following page:
This book is written specifically for people who promote and market law firms. It compresses everything we know into a tight, cohesive law firm Internet marketing plan that incorporates MANY different elements: SEO, PPC, social networking, blogging, etc.
Currently, it is only for sale via digital download in PDF format, but in a couple of weeks it will be for sale on Amazon.com for those of you who prefer a hard copy.
Some of the topics covered by the book include:
- Keyword research to identify the keywords that people are using to search for the legal services you offer.
- On-page optimization to rank highly for your target keywords.
- How to use blogs and the SEO content cycle to create huge amounts of content to link to your site.
- Using social networking sites like Squidoo and StumbleUpon to promote your web site.
- Using social bookmarking sites to improve search rankings.
- Creating your own informational site to guide the search engines to links you want them to find.
- How to create XML sitemaps to make sure the search engines find all of your web pages.
- How to perform keyword research specifically for pay per click.
- How to manage your pay per click accounts to generate the maximum number of leads for your marketing dollars.
- How to write pay per click ads and landing pages that get results.
- Specific pay per click strategies for Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter.
- How all the pieces of search engine marketing fit together.
This is a book based on real-world strategies that Work Media uses to promote our clients.
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 are some strategies you can begin implementing immediately to build a catalog of links to your law firm’s web site:
1. Create a very useful, informative, or entertaining web site. The more valuable and useful your web site, the more likely it is that others will link to you. As a lawyer, you know all kinds of things that other people need to know. So use your web site as a forum to reveal your awesome knowledge. Don’t worry about giving information away for free. It won’t cost you any clients.
2. Publish a blog. Carefully include specific keywords in your blog posts and link to other relevant blogs.
3. Write and distribute articles. Make sure your articles have a byline with a keyword link back to your site.
4. Build pages on social networking sites. Sites like Squidoo.com and HubPages.com let you build pages about anything you want. Those pages will, of course, link back to your main site.
5. Post comments on other blogs. If possible, locate blogs that allow “do-follow” links.
6. Link swap. This is the classic technique, but it still works. Contact other law firms or companies in the legal industry and offer to swap links.
Link building is hard work, but it is definitely doable if you are systematic and force yourself to spend a few hours per week doing it.
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.