How Often You Should Redesign Your Website

How often you shoudl redesign your website - LawPracticeAdvisor.comBy  on Law Practice Advisor:

We had a gut instinct as to the answer — websites should be redesigned every three years. Web technology is changing so fast you’re quite likely to have fallen seriously behind even in that short period. Think about it: social media as we know it today is only seven years old. Trends in web design are accelerating, too. A careful observer can almost pinpoint the year in which a site was designed by its style and technology.

As we see it, the questions to answer are:

Ask a marketing professional how often firms should redesign their website and you will probably get the response “about every two to three years.” But how often are firms actually redesigning their websites?

Hinge and Hubspot surveys

Two studies looked at how often firms revamped their websites. For the rest of the article please click How Often Your Law Firm Website Should Be Redesigned

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Marketing Mass Tort Cases to Hispanics

Marketing Mass Tort Cases to HispanicsHere's a practical article from Law Practice Advisor:

One of the reasons that it’s so hard to interest Hispanics in joining a class action lawsuit is their cultural sense of destiny — that suffering is a natural parts of life. If a person was harmed by a drug side effect or dangerous equipment, it was their fate.

This point was one of many Hispanic marketing insights offered by Leslie Inzunza, a bilingual and bicultural expert in New York.

“Culture is a shared system of beliefs and behaviors passed from one generation to the next,” she says. “Latinos don’t respond the same way as other consumers, because their culture adds another layer of complexity. What makes ethnic marketing so tough is they swim in different waters.”

For example, Latinos in general are risk-averse, and shy away from being the first to try something they view as uncertain. There is a perception that any lawsuit involves risk and this keeps them from filing a claim or joining a class action.

Best ways to get through to Hispanics

To overcome this culture bias, Inzunza, speaking on an HB Litigation webinar, said the solution is to demonstrate that there are people in their group who have gone before them. For example, a website or ad can feature quotes from Latinos who have filed a claim.

The Hispanic market with 54 million people in the US is too big to ignore. Only half of them are foreign-born and many are citizens — but they view the world from three cultural vantage points:

  • Learners are recent arrivals, and includes elderly people who don’t care to learn English, and remain learners for years. Only ⅕ of Hispanics are new immigrants.
  • Straddlers are bilingual and bicultural, and are often referred to as “New Latinos.” Learners and straddlers have little or no experience with the US legal system.
  • Navigators are more sophisticated, speak English, and are further away from their roots but still have a Hispanic cultural practice. “By appealing to their Hispanicism, you get their attention,” she said. Latinos have a pejorative word for them: Americanizar, or Americanized.

For the rest of this article please visit Law Practice Advisor.

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Six Magic Words That Overcome a Competitor's Low Price

Check out this forthright new blog post by Trey Ryder on Law Practice Advisor:


You tell your prospect that you bill at $350 per hour. Your prospect responds by saying, "But another lawyer I interviewed charges only $175 per hour." Now, what should you say?

One powerful way to respond to your prospect's comment is to get out a piece of paper and divide the sheet into two vertical columns. Put your name at the top of one column and the other lawyer's name over the second.

In the first column, write down all the specific services, tasks and documents you include in your fee.
In the second column, write down all the specific services, tasks and documents your competitor includes in his fee. In all likelihood, you won't know everything your competitor includes and neither will your prospect.

So, the certainty of knowing exactly what you provide -- and the uncertainty of not knowing what your competitor provides -- allow your prospect to see clearly on paper "what he gets for his money" when he hires you. But -- what do you do if your prospect raises the issue at your seminar? Or at a luncheon meeting? Or during a phone consultation? In these examples, taking out a sheet of paper for your two-column demonstration isn't practical.

Speak with confidence

So here's what you do instead. Click Six Magic Words That Overcome a Competitor’s Low Price to see the rest of the article.6 Magic Words That Overcome a Competitor’s Low Price

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Using Blog Posts to Generate Leads and New Clients

Get a free Content Review of your website today. Email me the URL of your website -- or call 520.577.9759 -- for your no-obligation content evaluation.

 

For high-growth firms, blogging is the single most important business development tactic – it is more effective than SEO, social media or email marketing.

“What’s really important is that blogging is one of the key things that by itself will help you with your SEO,” said Lee Frederiksen, managing partner of Hinge Marketing, speaking on a recent webinar.

Larry Bodine, The Law Blog Guru, www.larrybodine.com

Combined with the fact that 80% of potential clients will check out lawyers by visiting their websites, it is essential for lawyers to have a blog that is updated frequently with unique content.

A vibrant blog will increase a law firm’s visibility, bolster the firm’s reputation and brand, and communicate the firm’s expertise.

According to Frederiksen, what makes a blog successful is a consistent flow of content, educational posts relevant to the target audience, and a conversion offer -- meaning an offer of something free, like a download, in exchange for getting the visitor’s email address.

He offered several tips:

  • Create an editorial calendar for the blog, so that you plan out blog posts in relation to conferences, dates and events that are important to your audience.
  • Avoid writing about the law firm. Instead, tell stories about successes you achieve for clients.
  • Promote two-way communication, by letting visitors comment on your blog posts.
  • Consider adding video, which improves search engine results.

There are many sources of inspiration, including client questions, news stories, public statements by firm leadership, trade magazines, conferences, webinars, Twitter hashtags and LinkedIn answers.

Hire a professional

He added that a blog post can take two to four hours to write, and for lawyers it makes sense to outsource the writing, and to retain a professional service to provide drafts of blog posts. “You are not going to have the busiest people in your firm doing a lot of blogging. For senior people, work with a writer who can interview them and turn their notes into a blog post,” he said.

He offered several ways to double the volume of leads generated by a blog:

1.     In blog posts, include links to an eBook or free report that can be downloaded.

2.     Display offers about downloads into the sidebar of the blog.

3.     Add italicized offers at the bottom of a blog post.

4.     Measure which topics convert the best, and make a point of blogging on those topics.

5.     Repurpose past blog posts by editing them into best EBooks and special reports.

6.     Optimize posts as you write them by including keywords and links to previous blog posts. WordPress offers plugins that prompt a writer with tactics to optimize a post.

And if your blog just isn’t pulling in as many leads as it used to, redesign the blog completely to boost your traffic. 

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Perfect Headline is Six Words Long

 How to Write Better Headlines [Infographic]

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Death of the Web Conference - New Research from Join.me

wasting time web meetingsAs virtual meetings become more commonplace, legacy web conferencing software is wasting an unacceptable amount of time, according to a new study from Ovum and join.me.

It is based on a survey of more than 3,900 full-time professionals worldwide, regarding their collaborative behaviors and activities. The key findings from this report:

  • Late start times are costing executives 5 days and 19 hours per year in lost time and productivity.
  • Technical difficulties with web conferencing software is the number one cause of delayed meetings.
    • More than 50 percent of employees report that the number of meetings they have is increasing.
    • 32% of all meetings are virtual, a trend that skews higher for younger workers. 

Frustration with traditional web conferencing tools has led 66% of corporate buyers to look for new collaboration solutions to accommodate an increasingly collaborative and connected workforce

You can download Death of the Web Conference (as we know it) for free.

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The Best Subject Line to Get Your Email Opened

Believe it or not, the best subject lines start with "Re:" "RE: Follow Up" "Re: update" "Re: Introduction" and "Re: Checking in"Best email subject line  

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Infographic: The Magic Words that Make People Click and Buy

Words And Phrases That (Almost) Always Convert [Infographic]  

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Turning Your Bio into a Magnet for Business

Smart lawyers turn their bios into a marketing magnet that generates leads, as opposed to a mere resume or a CV, which recites only your education and experience. The trick is to turn a feature of yourself into a benefit to the client. In other words, if you've done a particular activity, you need to answer the question, "So what?" If a client knows you've done something, how does that benefit them?

A "feature" is what something has, like a car with four doors or a new improved formula. A "benefit" is what it does for clients: "This car has four doors to accommodate growing families."

Here's how to tell the difference: When you hear a product claim, ask the question, "So what does that do for me?" If there is no answer to that question, you just heard a feature. If there is an answer, you just heard a benefit.

For example, consider a hardware-store drill. You look on the box and it tells you the volts and amps and RPMs, but what you're really buying is a hole. If you're buying lipstick, it can have a fancy formula, but what women are buying is something that makes them more attractive. And the same thing with pants. If it's got Lycra panels, what you want is to look ten pounds thinner.

Benefits bring new business

This analysis applies directly to lawyer bios. Benefits are what will generate leads for you; they are going to turn your bio into something that's going to make people call you. If you're trying to reach businesses that want to retain you for legal services, they are looking for business benefits. They want to:

  • Make more money
  • Keep more money
  • Save time
  • Cut costs
  • Reduce risk
  • Importantly, they want you to make them look good

If a CEO client has a troublesome issue that he must present to the Board of Directors, you can work with the CEO to put a good spin on it; you've just saved the CEO's job and made him look good. Or, if its litigation and you're working with the CEO, you want the company to look good to the shareholders. Those are the sort of benefits that clients are looking for.

If you look at a lot of attorneys' bios, you'll find few there are not a lot of distinctions or differences between them. Many partner bios begin with "Mr. Jones is a senior shareholder and is chair of the firm's corporate practice group. He has 25 years experience." So what? These are features.

Let's revise it to say:

Mr. Jones is a senior shareholder in the firm's corporate practice, and can counsel you through your corporate transactions with the confidence and expertise clients seek. With more than 25 years of real-world experience, he knows how to bring many time- and money-saving solutions to your business problems.

Let's look at some of the changes. I kept in "senior shareholder" and "corporate practice" but the "so what?" is that he can "counsel you through your real estate and corporate transactions with the confidence and expertise clients seek." So, I extended the feature into having a benefit from the client's perspective. And what does having "more than 25 years of experience" mean for the client? "He knows how to bring many time- and money-saving solutions to your business problems."

What lawyers need to do is to provide proof points when they make an assertion in a bio. They must have some evidence or examples of what the assertion means for the client.

Common features in bios

Another common feature that appears in lawyer bios is the fact that they lecture or speak on particular issues. What might be a potential benefit?

  • It shows you're up to speed in the latest trends and news.
  • It shows people want to hear what you have to say.
  • It makes it sound as if you are frequently in front of people like your client, so you're up to speed with their business.

However your bio must spell out these benefits expressly.

Another feature that shows up on a lot of lawyer bios is "He has testified before the State Legislature, and has assisted legislators and their staff in drafting laws." If I were a client that was affected by their legislation, what would be the benefit to me of the capability you have identified?

It shows you may have some influence and credibility. It demonstrates that you know how those laws are interpreted and executed. It may show that the lawyer has helped the Legislature pass certain bills into law. Again, it's taking a capability and turning it into something that matters to the client.

Some features have no benefits for clients, like she has "been an active member of the County Bar Association where she has served on the Bar Council." Clients expect you to belong to a bar association. They have no idea what the bar council is. The only benefit that I can see is to other lawyers who may send you a referral. However, for clients I would add "and many other lawyers refer their cases to this person, who is considered a 'lawyer's lawyer.'"

 

New Study Shows Potential Clients Respond to Clear, Consistent and Authoritative Content

commercial journalism, larry bodine, attorney marketing, legal marketing

Original written content is the most important tool for social media marketing, according to new research that surveyed thousands of small businesses that seek consumer customers.

Just released, the 2014 Social Media Marketing Industry Report published by Social Media Examiner, applies directly to attorney marketing. The overwhelming majority of marketers (94%) use original written content as part of their marketing efforts to reach consumer clients. Curation of other people's content is also popular (73%) among marketers.

Blogging is a popular legal marketing tactic, and 68% of marketers plan on increasing their use of blogging. According to the new ABA Legal Technology Survey Report, 27% of law firms have legal blogs and 10% of individual lawyers have blogs. An exact count hard to pin down, butJustia is tracking 5,780 lawyer blogs in 74 practice areas.

Not since 2010 has blogging topped the list as the No. 1 area of increased activity for marketers in prior research by Social Media Examiner.

Written content marketing is top technique

Other recent surveys confirm that content marketing must be the first-line technique to drive other types of marketing. More than half of marketers (58%) selected original written content as their most important content. This chart clearly reveals the importance of the written word and blogging.

When publishing content, "corporate journalism" is the best law firm marketing technique to get a message through to potential clients of all kinds.

"Corporate journalism is a practice that combines an organization's market intelligence and subject-matter expertise with the credibility and narrative techniques of professional journalism,” according to additional new research.

Smart law firms take these steps:

  • Appoint a dedicated "content manager."
  • Hire a professional writer with the appropriate knowledge, skills and training.
  • Create a document describing the corporate journalism strategy.

To get a free, no-obligation Content Evaluation of your website, please contact me.

 

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