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Web Design
What Are Your Web Stats?
Tue, 05/08/2012 - 11:21 — admin
It seems that there are still many misconceptions on how a website should perform for a law firm. Many law firms now expect their website to eventually replace their ads on TV in terms of lead generation. There are numerous problems with this expectation. The future of the web is on social media. Eventually, these may end up replacing your current websites. The other problem with this expectation is that many law firms are expecting the web to generate the sort of business their TV campaigns did in the 1980’s. Here’s a news flash: the old days of just placing ads on TV and waiting for the cases to role in are dead.
Look at the analytics
What are analytics? Analytics are the statistics of your website. The most popular tool used to measure the statistics of websites is Google Analytics. Google Analytics uses a little piece of code placed on every page of your website to track each visitor that comes to your site. Google then culls this information together in real time and provides various charts and graphs that show how users use your site and how your site is performing. It provides information such as how many visitors came to your site from various countries, the most popular pages on your website and how visitors found your website. This is really skimming the surface of Google Analytics’s capabilities. Learn more by going to the official Google Analytics page. If your website does not have Google Analytics installed, have your IT person install if for you and begin tracking.
So, what does success look like online?
The goals of your firm will determine what success ultimately looks like. The bigger issue I have found with most law firms is that they don’t even understand how well their website performs. Most law firms are completely in the dark in terms of how many visitors come to their website on a monthly basis, how they rank in search engines for key search terms and how many leads their website has actually generated. Without knowing this information, how can your law firm make an informed decision on how to improve their presence online? Furthermore, without a baseline, how can your law firm set reasonable goals for their website?
Knowledge is power
It's a hackneyed expression, but very true. If any of this blog post is new to your firm, I would highly recommend setting up analytics ASAP. It’s impossible to make intelligent decisions online without having the numbers to back up your decisions. Knowing how your website performs and establishing realistic goals and expectations is the first step to growth. Acting on this new found information and truly embarking on an intelligent SEO, social media or PPC campaign is the way to experience success online. To learn more about how to leverage the power of the Internet for your law firm, contact Network Affiliates today.
Branding: Are You Consistent?
Tue, 10/19/2010 - 07:00 — Clay Frickey
If your brand is pieced together from various ideas and law firm marketing efforts over the years it may not be solid and consistent, and that means it is ineffective. Everything you say and do, every representation of your firm, is part of your brand. We can review all of the aspects of your branding to help you bring it all together for a strong brand that is authentic and right for your law firm.
Your law firm website, blog posts, social media activity, and the way every member of your staff conducts themselves with clients and when representing your law firm in any way, are just some of the things to consider when evaluating your brand. We can help you identify any weaknesses. If you feel the need to hold something back from us, it probably shouldn’t be out there for your clients and potential clients to see.
If you have been exploring different types of marketing, you may have a very scattered image right now. All of your marketing must be consistent with your branding. When people go to your office based on some type of advertising, they should have the experience they expect. When people visit your website after viewing one of your television ads, they should know they are in the right place. For that matter, if they do not write down your web address when they see the ad but have to look you up, that should be easy to do. They should know who they are looking for and feel confident that they have found you.
If your ads pass your firm off as caring and compassionate of personal injury victims, and your receptionist is cold and curt, you have just lost ground. If you claim to be an expert in a certain area of personal injury and anyone in your firm is unaware of your expertise, you are going to look dishonest. Your entire staff need not be experts on the subject. Different attorneys within your firm may have different areas of specialty. But, everyone should know who does what, and what you are advertising.
Even with the right branding and when you send all the right messages, you will still get a few calls from people who have needs you cannot or do not want to address. Make sure you are prepared to refer these prospects to someone who can help.
To learn more about branding, please contact Network Affiliates today.
Is Your Current Agency Helping You With Your Marketing Beyond TV? Why Not?
Mon, 07/05/2010 - 07:34 — Clay FrickeyTelevision is still the most effective form of advertising for attorneys, but if you are using it alone or if your TV advertising is not designed to work with your other marketing efforts, you are missing out on the real benefits of TV. If your current law firm advertising agency is not helping you with your entire marketing strategy, and going beyond TV, they are not helping you get the full value out of your TV advertising.
Your TV advertising must be integrated with all of your marketing. The connection between your law firm’s website marketing and your TV campaign needs to be strong.
- People who see your personal injury ads on TV must be directed to your website where they can learn more about you, your experience and your results at their convenience. Your website gives you the opportunity to expand on your expertise and help your clients learn about what you can do to solve their problem.
- Prospective clients who start their search for legal help online should instantly recognize your law firm from your TV campaign when they find your website. Your image should be consistent.
- The videos on your website should also be consistent with the TV ads they have seen. Videos on your website can expand on the short videos your prospects see as TV ads; again, providing them with a chance to learn more.
TV advertising is important for reaching your audience and generating direct response leads, but today it is also a branding vehicle and a way to direct them on how to get more information about you. Today’s prospects are information junkies and they want to see more before they pick up the phone.
Today’s clients are saturated with names and advertising, not just on TV and the Internet, but also on the radio, on billboards, and in print. You have to compete with all that they are bombarded with to keep their most immediate attention and be the first name that comes to mind when they have a need. That means you need to do more than reach new prospects. You have to keep in touch with your past clients and contacts with database marketing, or another firm will snatch them right out of your hands.
To learn more about comprehensive marketing strategies that can increase the ROI on your Broadcast campaigns, please contact the legal marketing experts at Network Affiliates today.
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