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Creating an Effective Web Strategy
By: Ryan Tauer & Thomas AtkinsonAugust 6, 2012
Agenda
Build a web strategy to prosper
Online reputation management for referrals
Search Engine Optimization/SEO
Social media
Play to compete and win
Evaluate your website SEO
Build your web strategy to achieve more and better cases
EducationHamline University School of Law, St. Paul, Minnesota
JD - May, 1993 Marquette University, Milwaukee, Wisconsin, USA BA History - May, 1990
Thomas Atkinson, Attorney at Law
Areas of PracticeWorkers Compensation Social Security -- Disability
Speakers:
- Nominated to super lawyers list
- AV Rated
EducationSt John’s University, Collegeville, Minnesota USA
BA Sociology - May, 2002
Ryan Tauer, Internet Marketing Consultant
Speakers:
5 year tenure in lawyer internet marketing, advised 100s of law firms in the US and UK. Dedicated to MN and WI law firms.
Your Feedback Please
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Tom’s web strategy:
Oh, perception is reality!
Search engines - The new public records database
Over a 1 billion searches per day!
Understand what’s being said!
Do you look like this online?
google alerts – monitor your reputation
Tom Atkinson lawyer
Create Your Own Destiny
Firm’s Web Site
Local Business Listing
PDF – Article in Super Lawyers
Expert Web site
Expert Web site
FindLaw directory listing
Blog
HG.org firm listing
Video
Video
Recourse is limited
Contact site owner, request removal or post follow up comments
Reputation Defender – software for Online Reputation Management
Sincerity – Transparency & Consistency
Defending your online reputation (if attacked)
Online Marketing Strategy
Do you have a web strategy that mirrors your business strategy?
Source: Pew Internet & American Life Project, December 2007. Survey on how Americans address common problems that might be linked to the government, including becoming involved in a legal matter.
More people go to the Internet for solutions than any other source!
How Consumers research legal problems
The Legal Consumer Online
95% of consumers research general information on their legal need
Nearly 50% of consumers researching the Internet contacted an attorney
56% contacted only one attorney
70% of those who contacted an attorney decided to hire an attorney
Others validated attorney referrals, or accessed multiple Web sites to get more information about various attorneys and law firms
Source: FindLaw, How U.S. Consumers Meet Their Legal Needs Online, August 2006.
Branding Your Law Firm – homepage key
Components of a Business Brand
Competencies: Your specialty and the foundation of your brand
Standards: How your practice is positioned and how you present your services to clients
Style: The personality of your brand, designed to evoke an emotional message that resonates with your target customer
Source: Brand Tool Box® Business Brand Model, © 1995-2008 Brand Tool Box, Ltd.
Deploying a Brand – Family values
Three Keys to Online Success
Play to rank and win – top 10 ranking
FACT: 24,000 attorneys in MN
Competitive analysis – 1st page ranking
Search Phrase Categories
Vanity search phrase
Branded search phrase
Non-Vanity search phrase
Search phrases (the words that a client types into Google) include:
Branded Search Phrase
How a referral will typically search for your practice
Vanity Search Phrase
Non-Vanity Search Phrase – Certified Specialist
How a client will search for help with a specific legal need(they do not use the same legal terms as lawyers)
On-page SEO
Off-page SEO
How Google Ranks – What matters the most?
Online Legal Directories: Why They Matter
A Starting Point for Clients: Directories are a commonly used starting point for many people researching their legal issue
Powerful Search Tools: Clients use directories to search for lawyers in a specific specialty and geographic region
Highly Visited and Fast Growing Portals: Directories receive millions of visitors every year, and their use continues to grow
Online directories help consumers research their legal issue and search for lawyers in a specific area of practice and region
10 Online Legal Directories
Findlaw.comAvvo.comLawyers.comRocketlawyer.comJustia.comLegalzoom.comNolo.comSuplerlawyers.comLawinfo.comLaw.com
Design: art and science
Clarity, not complexity– User-friendly sites welcome visitors
with a clear and intuitive layout
Easy-to-follow content– Include practice areas, attorney
profiles, and information about a variety of legal issues
Contact information– Make it easy to contact your firm!
Content Is King
Content should achieve three basic functions.
• Position your firm and represent the quality of your work.• Strengthen the Web sites visibility on the Search Engines.• Position yourself as an expert at solving — and preventing —
problems.
Social Media
More than 700,000 local businesses have active Pages on Facebook.
Purpose-built Facebook pages have created more than 5.3bn fans.
It is a means to make connections with people who want to hear from you
Time intensive form of marketing
Source: http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited
Importance of Blogs
• 77% of Internet users read blogs• 71% of bloggers increased the visibility of their business• 58% of bloggers became better known in the industry• 56% of bloggers established their company as a thought
leader
Source: Technorati Authority, 2009
Capitalize on the importance search engines place onfresh, relevant content through blogging!
BLOG TIPS
Don’t just blow your horn all day Listen to what’s out there Add insight and commentary Understand who your audience is Focus on the concerns and challenges they face
Source: HubSpot
YOUR
Get Started
Create & Publish Content
Starting an active content strategy Create & optimize your blog Create Facebook, Twitter and LinkedIn business
page/s Connect your blog/s to your social media Promote your social media
Your
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Questions
