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.

 

 

Social Media for Law Firms: Free HubSpot Report Offers Trove of Valuable Marketing Data

The best things in social media research are (frequently) free.

That’s certainly the case with HubSpot’s new report ” The 2012 State of Inbound Marketing.” Highlights include:

  • Survey results of 970+ professionals reporting on their company’s marketing strategy and results
  • How to drive more leads at a lower cost for your business
  • Why social media and blogs are the most rapidly expanding marketing channels
  • What to expect from the future of inbound marketing
As an added bonus, on March 1 HubSpot CMO Mike Volpe will be headlining a live webinar to go over the report’s key findings — also FREE.

Or you can shell out $500 for the new report from ALM Legal Intelligence that quizzed 180 law firms, providing anecdotal support for what we already know about social media marketing at law firms.

Endeavor to Be Useful: Legal Marketing Tips 02.24.12

A digest of social media “how-to” advice and tips for legal marketing.

Content Marketing for Lawyers: 22 Simple Techniques to Beat Writer’s Block [Infographic]

Not every blog post can be a magnum opus, particularly with the brisk throughput requirements of content marketing.

Practicing what they preach (see tip #22), the Copyblogger team have created an infographic that reminds us how interesting and useful content can arise from simple, repeatable techniques. My personal favorite is #4 — the interview — because it makes for great posts and great networking.

What do you do to conquer blogger’s block?

 

22 Ways to Create Compelling Content - Infographic
Like this infographic? Get more content marketing tips from Copyblogger.

Content Curation for Law Firms: One E-mail a Week Could Transform Your Social Media Training

Before you launched your firm’s social media platforms — blog, LinkedIn, Twitter — you made sure to conduct a training session for the attorneys and staff you’d being relying on to create content and engage in conversations. You might have even brought in an outside speaker to reinforce and expand on your guidance.

A few months later, the early enthusiasm has died off. Authors are struggling with ideas for their next blog post, LinkedIn profiles are complete but networking on the site is dormant, and Twitter just doesn’t make sense to anyone.

So what’s the next step? More training? And how much training will be required going forward?

Maintenance Mode

If reality TV weight loss programs have taught us nothing else, the gains achieved during a period of intensive training can quickly reverse without consistent ongoing support, encouragement and self-help resources. As a hedge against backsliding and “yo-yo” social media participation between training sessions, try a simple content curation technique that reminds, encourages and enables your team: a weekly digest of links to “how to” posts and videos.

  • DIY curation — A robust RSS feed is a curator’s best friend, providing a continual stream of fresh ideas from your favorite content creators. Its downside, of course, is continual vigilance. That RSS mailbox can fill up quickly, and it takes time to sift the wheat from the chaff.
  • Curating the curators — Why add to your workload when plenty of people are already curating the best “how to” tips for you — for free. Just subscribe to a few sites that regularly post lists of links to useful and interesting posts. “Fetching Friday” is a weekly feature on kikolani.com comprised of links to noteworthy posts from around the interwebs on blogging, business, SEO and social media . My own twice-weekly “Endeavor to Be Useful” feature takes a similar approach, but focuses more on law firm marketing. Also worth following is the LexisNexis Best Practices in Lawyer Blogs weekly e-newsletter.
What are your favorite sites for content curation and “how-to” tips?

 

 

 

Endeavor to Be Useful: Legal Marketing Tips 02.17.12

A digest of social media “how-to” advice and tips for legal marketing.

Endeavor to Be Useful: Legal Marketing Tips 02.15.12

A digest of social media “how-to” advice and tips for legal marketing.

Law Students: 3 Reasons Why Journalism and Social Media Are Lousy “Safety” Careers

It’s too late for some grads, but it’s finally dawning on current law school students that there might not be a job as a lawyer for them when they finish.

Pragmatic law students are keeping their eyes on the prize (a career in law), but also identifying alternative career paths where their training will be valued and utilized. Despite what law school placement offices, purveyors of hosted blogging services for lawyers, and the publication that runs the law school ranking cartel say, pursuing a career in journalism or social media after law school would be like doubling down on a bet in order to win back half your money.

  1. Going from bad to worse: There are fewer salaried journalism jobs than there are salaried law jobs, and journalism’s numbers are declining faster. The few remaining journalism jobs are likely to be in niche segments where a legal background is not an advantage.
  2. Stiff competition: An interest in writing, and some desultory blogging and tweeting will not be enough to get you interviewed, let alone get a job. Even graduating journalism and public relations undergrads will have more direct experience with basic skills like writing for daily deadlines, knowledge of website development (HTML, XML, CSS) and social media monitoring platforms like Radian6. You’ll also be competing with unemployed/underemployed mid- and senior-level practitioners who will have even more experience and insights.
  3. Adjust your salary expectations downward: As the infographic below illustrates, salaries for entry-level social media jobs (without relevant work experience you’ll likely only be considered for those) don’t pay well, and salaries don’t ramp up into even the low six figures for several years (and that’s if you’re lucky). With undergrad AND law school debt to service, you might not be able to afford to chase your back-up dream.


One Bright Spot

As content marketing picks up speed in legal marketing, the demand for legal content — and therefore ghostwriters/paid contributors — is growing. Judging by what I’ve heard from former lawyers who are now full-time legal website copywriters, they get to do what they love for better pay than toughing it out as a solo.

 

Content Marketing for Law Firms: More, More, More

Blogging has moved from top billing in social media marketing to an ensemble role. A blog is still an important player in the markting ecosystem, but it now shares the stage with other major and minor players in a much bigger, more robust production called content marketing.

The following BlueGlass Interactive infographic illustrates the variety and range of content types and distribution models. BlueGlass executive Chris Winfield notes, “Instead of just investing in their blog and blogging strategies, [companies are] investing in content people will actually want to share. Even if it’s not directly related to selling something, it’s still branding.”

The top 20 content marketing tactics according to a recent Content Marketing Institute survey:

  1. Articles
  2. Social media
  3. Blogs
  4. eNewsletters
  5. Case studies
  6. In-person events
  7. Videos
  8. White papers
  9. Webinars/webcasts
  10. Microsites
  11. Print magazines
  12. Traditional media
  13. Research reports
  14. Branded content tools
  15. Print newsletter
  16. eBooks
  17. Podcasts
  18. Mobile content
  19. Digital magazines
  20. Virtual conferences
WARNING: This does not mean use ALL of these tactics. Rather, it suggests that your marketing program can benefit from thinking beyond the usual suspects: blog, LinkedIn, Twitter and Facebook. Greater depth, breadth, variety, ubiquity and frequency of content will generate more opportunities to be discovered.

 

Endeavor to Be Useful: Legal Marketing Tips 02.09.12

A digest of social media “how-to” advice and tips for legal marketing.