Is Website Performance Important?
Amazon found that it increased revenue by 1% for every 100 milliseconds of improvement. [Source: Amazon]
Mozilla shaved 2.2 seconds off their landing pages, thereby increasing download conversions by 15.4%, which they estimate will result in 60 million more Firefox downloads per year. [Source:Mozilla]
Not sure how well your website is performing? Try this tool from Pingdom.
More crazy cool stats here: http://www.webperformancetoday.com/category/mobile/page/2/
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Top Internet Marketing Strategies for Aggressive Law Firms in 2012
The tactics below are often overlooked by most law firms and we believe through our experiences that their importance in 2012 will only grow!
Conversion Rate Optimization
You’re site ranks top three for most of the keywords you’re targeting, but you’re still hungry to boost lead count and revenue. Where do you turn? Try Conversion Rate Optimization (CRO). CRO is the art and science of improving your website’s conversion rate. Here are some tips to help improve your conversions in 2012:
- Has it been a few years since your last website design? Consider redesigning your website with two key things in mind; usability for your visitors/clients and a clean design that keeps your company site looking modern, professional, and approachable. Make sure that you are also having the site designed for viewing on different platforms including mobile platforms.
- Is your content engaging, educational and persuasive? Focus on your reader’s experience and make sure that your copy is engaging, educational, persuasive, and clearly articulates who you are and what they can do on your site. Make sure you have a
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Official release here: http://googleblog.blogspot.com/2010/10/place-search-faster-easier-way-to-find.html
Google Maps/Places/Local (whatever they want to call it...) just got a lot more important!
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Our goal as SEO's should be a #1 ranking for all client's primary keywords. This article says it all: http://training.seobook.com/google-ranking-value
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As much as search engine optimization is about maximizing results, it’s also about fixing what’s broke. Getting your marketing efforts up to speed and functioning on all cylinders involves continually evaluating the performance of your website and making real-time changes and improvements that give your clients what they’re looking for the first time (and every time) they visit your site.
For example, I recently read an article by search engine strategist Carrie Hill that does a terrific job of explaining the primary factors that cause site visitors to leave (or ‘bounce’) off a web page immediately after landing on it. In marketing metrics, this is referred to as bounce rate. When your site’s bounce rate is low (desirable), visitors are taking the time to learn about you and your services; when it’s high, they’re leaving before your marketing message has a chance to captivate them and move them to contact you.
Hill offers helpful tips for lowering high bounce rates. Of utmost importance is making sure that your pages match the search query term that brought them to your site in the first place. This is one of the reasons why the right keywords are vital to search
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Does your website try to "close the sale", or are you proving to your visitors that you have the best firm for their needs?
[caption id="" align="alignright" width="301" caption="What's your strategy for standing out from the competition?"]
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Let's face it, hiring a lawyer is a very important decision. The problem is, most law firm websites look similar and provide similar information to their visitors. So how can you stand out?
Why not show off your expertise as opposed to screaming "call me for a free consultation"!
Just a few ideas:
1. Start a blog and update it regularly.
2. Create a free report that shares valuable information with your target audience (e.g. 21 Mistakes that Can Ruin Your Case).
3. Create a few videos and answer common questions that you receive from clients.
Here's a recent post by marketing guru Seth Godin:
Do you really expect that the first time we transact, it will involve me giving you money in exchange for a product or service?
Perhaps this is a good strategy for a pretzel vendor on the street, but is that
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Peter Boyd just wrote a great article on the new advertising rules from the Florida Bar. If you're an attorney in Florida then this is a MUST READ.
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This video says it all...
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Anytime my clients ask about getting a listing in Lawyers.com or FindLaw.com, my response is the same.
Make them prove the value of the listing.
Most of these guys claim that your city is getting 5,000 hits a month....etc
What you care about is "clicks" and visits to your actual website. Therefore, ask your rep how many "clicks" you can expect to receive for the $200 per month. If he doesn't know, then tell him you're not interested.
It may be that the average firm paying $200/month is receiving 200 visits per month (or $1 per click). That's certainly cheaper than PPC and probably a good deal. However, it may be that the average firm is only receiving 20 clicks per month (or $10 per click) in which that probably wouldn't be a great deal at all.
Thoughts?
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Personal branding is the way that we market ourselves to others. Your reputation and the way others see you is your brand. Before you can improve your brand image you need to spend some time figuring out what your brand is.
The way you see yourself should match other people's natural perceptions of you. If you try to brand yourself as humorous and your jokes don't even manage to crack a smile, your brand will not stick. Compile a list of your personal strengths and check them against a list of adjectives others use to describe you. If you are genuine and honest with yourself about your strengths and start building your brand from there, you will be much more successful than if you are trying to be something you are not.
Some of the groups of people that may have differing opinions of who you are and what you stand for can be:
- Family and close friends
- Acquaintances
- Colleagues
- Long Term Clients
- Potential Clients
How do they see you? What is different in each group's description of you?
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