Archives for March 2012

Law Firm Website Redesign: Move Your Standalone Blog to Your Website

Judging from lunch and happy hour conversations at the LMA 2012 annual conference, we’re in for a wave of law firm website refreshes and redesigns. There was a lot of discussion about incorporating features to increase website traffic and visitor engagement, but no one was talking about the single most effective way to do that: moving their standalone blog to their website.

Maintaining a blog separately from your website just doesn’t make business or practical sense.

  • Websites that incorporate a blog component typically perform better and require less time and expense than maintaining two or more content management systems.
  • Your blog allows you to easily publish new content your site on a regular basis, it is built to be search engine friendly, and it is simply easier (and cheaper) to manage one site instead of two!buy
  • It is much easier and less confusing for your prospects and leads to find and engage with you when you are directing them to just one site.
  • You typically don’t change most content on your main website pages, like your attorney bio and practice description pages. By keeping your blog as part of your main website, the static pages of your site benefit from the optimization and fresh content published on your blog.

Don’t Believe Your Website Developer. It Absolutely Can Be Done.

On the Inkling Media blog, Ken Mueller noted:

” Businesses get a website, and then they get a blog….Usually this is done because they don’t know how to add a blog to their site, or their web CMS isn’t blog friendly. If that’s the case, you might want to think about a complete redesign of your site to something that includes a blog, and again, I’ll put in a big plug for self-hosted WordPress sites.

“So why is it a problem if your blog doesn’t reside on your domain? Because you’re sending all the traffic to another domain: your blog. A blog will get heavier traffic than your site, and it’s more likely to have regularly changing content and important keywords, as well as attract inbound links. If that happens on your blog, your website is getting none of the credit.

“And don’t think that URL masking, redirecting, or even pulling the blog in via frames will help. The SEO credit will still go to the blog domain, not your website domain. The goal is to drive traffic to your site and get the SEO credit for it. This is a bit harder to remedy than the first three, but a quick chat with your web designer will let you know what your blogging options are for your site. And don’t take “No” for an answer. I’ve spoken to several businesses whose web team told them it couldn’t be done. If that’s the case, and SEO is important to you, it might be time for a new site (and a new web designer).”

Get Off on the Right Foot

Don’t forget, you don’t even need a “website.” A blog IS a website — a dynamic website. You can have pages on a blog and, with some of the great WordPress themes on the StudioPress Genesis Framework, you can create an attractive, high-impact website with full blog integration.

 

 

3 Law Firm Marketing Lessons from a Guy Who Makes Fiberglass Shower Pan Liners

I’m having a walk-in shower installed in my home, and getting a workshop in branding and word-of-mouth marketing in the process.

When I began the project, I thought all I needed was a plumber and a tile guy. The plumber was a no-brainer — I’ve relied on Wilson Plumbing for years. But I quickly learned that even a small construction project like mine is comprised of a general contractor cobbling together a cadre of independent niche craftspeople — the demo crew, framers, drywallers, concrete pourers, fiberglass shower pan builders and tilers.

The morning after the fiberglass shower pan was installed (and the overpowering acetone fumes had cleared), I went into the bathroom to inspect the progress and noticed a  simple branding gesture that conveyed a bold message. Embedded on the new shower curb under the fiberglass was a plain card that bore just the name and phone number of the contractor in large, readable type.  What it actually said, though, was, “I made this and I stand behind it. If you like it, call me.”

Clearly, that message wasn’t intended for me — it was tiled over soon thereafter. It was directed to other, unknown contractors that would encounter his handiwork and might want to work with him on a future project.

And it worked!

Later that same day the plumber came by, glanced at the shower floor and remarked, “That’s a great pan liner. Who did the work for you?”  I didn’t know; I just pointed to the card. The plumber took out his mobile phone and snapped a picture of it.

Three Key Marketing Lessons

  1. “Marketing” can get in the way. Whenever possible, let your work product speak for itself. Share and promote well-crafted/well-reasoned pleadings and motions, not just outcomes.
  2. Engage with potential clients/referral sources at the times and places their needs are most immediate.
  3. Keep your message simple, memorable and actionable.
What law firm marketing ideas or inspirations have you gotten from unexpected sources?

 

 

 

 

Legal Marketing: What You’re Missing at SXSW 2012

Every spring the social media and entertainment industries converge on Austin, Texas for SXSW (shorthand for South by Southwest), one of the most frantically busy and buzz-worthy conferences of the year.

For all the claims about lawyers as consummate networkers, I marvel that SXSW is not awash in IP, entertainment and small business/startup lawyers. The superabundance of crowded parties, meet-ups, hospitality pavilions and special events are a networker’s dream — start-up businesses, start-up films and start-up bands, all in need of lawyers with specific expertise.

Rocket Lawyer jumped into the networking fray this year with a Sociable Lawyer Premiere Event last Friday to promote its On Call lead referral program. Despite it being an uncharacteristically cold and rainy afternoon, a crowd of young lawyers converged on a Sixth Street bar to connect. I spent a while talking to some first-year associates about their experience with the controversial forms-driven service, and it was clear that Rocket Lawyer was on to something — building and strengthening connections with the current generation of solo and small-firm attorneys who “get it.”

A hidden bonus for lawyers at  SXSW is the free CLE. Yes, you can get free CLE as part of your SXSW admission.  I don’t know when they started, but for the past several years Lommen Abdo Law Firm has run a really interesting CLE track called “Legal Issues in the Music, Film and Emerging Technology Industries”  Talk about a marketing ROI goldmine….

This year the program boasts more than 40 industry leaders on different 13 panels. All SXSW registrants are welcome, but attorneys can register for up to 13 CLE credits and are given preferential access if the session is full.

Tomorrow’s sessions include:

Gimme Shelter from the Storm Clouds

As more products and services move to the proverbial cloud, from shared collaboration, commercial product offerings, and user-uploaded content, new business models are created while extant business models come under attack. This panel will explore the disruption caused by some new cloud-based services and how this disruption is affecting existing industries. For example, who is responsible for liabilities arising from the use or exploitation of content stored in the cloud; should Congress change the law to impose new liability/responsibilities on operators of cloud-based services; what rights, if any, do consumers have to perpetual access to their content in the cloud; can a user transfer their content in the cloud to another device or person? These and other questions will be addressed by the distinguished panel.

The Automobile as Network Node

Automobiles are increasingly connected to computer networks and are used to collect, use and share vehicle-related information. They also provide a delivery mechanism for driving, entertainment and other content and information. This panel will discuss legal issues arising out of and related to the collection, use and disclosure of vehicle-related information and related emerging legal issues of data use in or related to vehicles.

CLE panels later this week during the music festival portion include:

Royalties in the Digital Space: What, Where and How Much Are They?

Identifying, following and actually collecting essential money from a myriad of digital sources is a growing challenge. With the help of sophisticated music accountants, this panel will show what is at stake, and where and how to secure this income.

Licensing Madness: Exploitations a Go-Go

In a world where music is being licensed to promote, enhance, advertise and image almost everything, the deals and protocols are as varied as the uses themselves. The panel will identify uses and review common terms and deal expectations.

Run for Cover: The Future of Cloud Commerce

As traditional music consumer consumption habits evaporate into the cloud, a new legal and language lexicon casts a mighty shadow over the music business. This panel will analyze whether subscriptions and other alternatives present promise or problems in the new music economy.

Any interest in working with me to pitch social media for law firms panel ideas for next year’s SXSW?

Google+ for Lawyers: Reduced to a “Just in Case” SEO Strategy? [INFOGRAPHIC]

I hate to say “I told you so, but…”

The rapturous welcome and flood of sign-ups for Google+ last summer can no longer disguise the platform’s fundamental problems. For example, tracking research by comScore shows that in January the average user spent a paltry 3 minutes on Google+ — which was lower than even perennial social media afterthought MySpace.

It seems the best argument Google+’s supporters can muster is that “No one has a firm grip on where Google+ is headed, but their[sic] is no question it’s here to stay and is going to influence search and discovery of information and people.”

Notwithstanding such confident but unsupported claims, unless Google+ becomes more attractive to subscribers and demonstrates clear ROI, it’s not worthwhile for solo and small firm lawyers to squander time and attention on experimentation with it.