website optimization for lawyers
DESCRIPTION
Website Optimization for LawyersTRANSCRIPT
Law | Design | Technology
ONE400 is a law innovation agency that helps law firms and legal tech startups build products, create inbound marketing channels and acquire clients and users.
Get the most out of your site
User ExperienceThe overall experience of a person using a website or computer application, especially in terms of how easy or pleasing it is to use.
If a website degrades the user experience too much, people will simply stay away.
Social, Links, OtherSocial Media helps you build an audience that you will eventually market to.
Link building is the process of getting recommendations from other site owners.
We’ll discuss other topics such as engineering as marketing.
Content MarketingContent marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.
Content is an opportunity to share your knowledge and expertise with your target customer, before they’ve experienced it firsthand.
Your User Experience Goals
1. To create an aesthetically pleasing site that is likely to hold the users attention longer and establish a good first impression
2. To help the user find exactly the type of information or service that they are looking for within seconds of arriving to the site
3. To create lead funnel that drives your visitors to your desired business outcome.
User Experience
Samples
Needs improvement...● http://www.chadprattlaw.
com/home/index.htm
● http://www.casedismissed.us/
● http://www.runnelslaw.com/
User Experience
Better...● http://www.dcdmlawgroup.com/
● https://www.docketalarm.com/
● http://targx.allenrodriguez.org/
User Experience
Things to keep in mind1. People scan websites, they don’t always read them2. Website visitors want simplicity (less really is more)3. Above the fold should be reserved for capturing attention4. Scrolling is much easier than clicking on pages and waiting for them to load5. Great copy adds to great design6. Know your desired business outcome7. Design for mobile (responsive sites)
User Experience
30% of Site Traffic comes from Mobile/Tablets
Your Content Marketing Goals
1. Use your content to generate traffic to your website2. Use your content to convey your experience and expertise to
prospects3. Use content to create backlinking opportunities for your site4. Use your content to persuade people who are on the fence
Content Marketing
Before our Blog
Content Marketing
After our Blog
Content Marketing
467% Increase!
Content Marketing
Internet Browsing & Researching
Types of Content
ProspectStage
Has no legal issue
Thinks they have an issue
Researching solution providers
Researching their issue
Quizzes, top ten lists, etc.
Reviews, social forums
Guides, infographics
Features, benefits, expertise
Your Social Media Goals
1. To build an audience of people who are either likely to use your service, or refer you business
2. To have your audience engage (share, like, click through) with your content and posts
3. To become an “influencer” on a particular subject
Social Media
Social Media
Numbers don’t lie
1. Be consistent2. Use the right channel for your
audience3. Don’t overshare4. Respond/follow up with
people who engage5. Develop a theme
Social Media
Building Your Audience
Social Media
Social Media
Become an Influencer
Links, Other
Do Links Work?
1 Tweet and Link from Above the Law
Links, Other
How to acquire links● Purchase them (paid directories)● Create them by writing as a guest on popular blogs● Sponsor events● Become an influencer and people will write about you: FORBES
ARTICLE
Links, Other
Engineering as Marketing● Create something that would help your clients with their work● Create software that has the potential to generate traffic to your site
