Frequently Asked Questions About the Best Website Design and Marketing for Attorneys, Doctors, and Other Professionals
Below are some questions many clients have when they first contact Foster Web Marketing about the online marketing world.
The questions below may address many initial concerns you may have. If you don't find your answers here, you should contact us for answers to any questions specific to your firm.
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What Is a Call to Action, And Why Is It Important for My Attorney Website?
A call to action on a webpage is an invitation for your visitor to take the next step. Instead of passively reading your website and moving on, a call to action asks them to make a move toward building a relationship with your business. A call to action can be concrete (“Click here!”) or more open-ended (“Let us hear from you!”).
Here are a few common calls to action that can be found on websites for lawyers:
Call to schedule a free consultation.
Provide us with your contact information.
Tell us your story.
Download our free legal guide or ebook.
Leave a comment on our blog post.
Follow us on Twitter.
Chat now with an online representative.
Why is it important for your lawyer website user to act? While getting tons of web traffic is great, the real, final purpose of your website is to connect with great new clients. A call to action invites these potential clients to initiate your relationship.
Does your lawyer website lack strong calls to action? Or are your calls to action not producing results? The online marketing experts at Foster can help. Call us today at 1.888.886.0939 (see what we just did there?).
How Will the Google Panda Update Change Lawyer Web Design?
Ever since Google announced its new search engine protocol (dubbed "Panda"), attorneys have been wondering what they need to do to their websites to make certain that their pages still rank well and protect against future search engine algorithm changes.
More than anything, the Panda update teaches us that the world of SEO is ever changing, and that it will always be much more valuable to focus on producing clean design and high-quality content than to focus on tricking the system. While old SEO strategies would have you stuff articles with keywords and concentrate on article directories, the new solution is realizing that some things will never go out of style: user-friendly sites, unique content, and giving visitors the information that they are looking for.
So, what do you need to do to your attorney website design to keep up with the Panda? We recommend that you take a close look at your site, and see whether it is catering to visitors or trying to trick search engines. Focus on content users want instead of the content search engines might like.
Need professional SEO help to tackle the Panda? Call Foster Web Marketing today at 1.888.886.0939.
Should My Firm Pay For Promoted Tweets?
A "promoted tweet" is a tweet purchased by advertisers who want to reach a broader group of users. Promoted tweets start out as regular, normal tweets and are promoted from there. This means they can be retweeted, replied to, and favorited just like any other tweet.
Users will see your promoted tweets at the top relevant search pages on Twitter, and they will only appear in a user's timeline if it is relevant to that user. Twitter is also slowly rolling out promoted tweets to some users, so there is a chance that some may not even see your promoted tweet.
Here are a couple of user comments regarding promoted tweets:
- "The timeline is not the right place for ads or spam. Please put in some option to disable this."
- "It's too bad Twitter's getting this far into the ad game. These ads are simply annoying."
- "I don't mind the idea of Promoted Tweets. I know Twitter needs to make money. What I hate is how a promoted tweet consumes limited screen real estate in my searches on 3rd party apps and never go away. They should age out after a period of time."
Currently, promoted tweets should probably only be used as part of a broader market strategy. It might be best to avoid jumping on the bandwagon right away; wait for some time to pass and for Twitter to improve on what is not being received as the best idea yet.
Should I choose an SEO-driven domain name or a marketable domain name?
There are advantages to choosing a keyword-rich domain name, and there are advantages to choosing a marketable or "brandable" domain name. It is important to look at the pros and cons of both choices, as much of the answer depends on what kind of website you would like to build for your business.
Picking a marketable domain name is advantageous because it will be memorable, and because it will help build your brand. Some of the most popular websites in the world -such as Twitter, Reddit, Facebook, Amazon, and Zappos - don't have any keywords at all in their domain name but rather focus on a memorable, unique word.
Picking an SEO-driven domain name will currently help you when it comes to search engine rankings, and those looking for an "NYC Attorney" might have an easier time finding your site if your domain name is NYCattorney.com. However, having a keyword-rich domain name also means you lose the chance to have a memorable website - your domain name could be confused with the law office that runs NYClawyer.com, for example. In addition, Google has considered making the presence of keywords in domain names less important in their search engine algorithm.
Do you need assistance improving and growing your business' website? Speak with an SEO and online marketing expert at Foster Web Marketing today.
How Can Lawyers Take Advantage of Personalized Search?
When users use a search engine, such as Bing or Google, they are now receiving personalized results. "Personalized results" are results that closely match their web history, previous searches, location, and local time. These results are kept in the memory of the search engine from the user's IP address or login information for that particular search engine. Due to this, a specific user will always have biased results geared to him or her... and only to him or her.
How can you make sure your attorney website is seen by all who need to see you and not just a token few? You'll need updated posts, relevant information, and geo-location specific keywords.
The better these are, the more likely it is that a search engine will pick you up and post you on a search results page. Make sure a future client will see you by location and by their web history. Try to be specific in your information; however, ask yourself if your information is leaving out certain parts of the population.
Do not get lost in biased search results. Make sure that you are reaching far and wide.
How Much Should I Spend on Pay-Per-Click Advertising?
Pay-per-click (PPC) advertising as provided by Google Adwords, Yahoo! Search Marketing and Microsoft adCenter can be a great way to promote your business and gain attention from motivated searchers. However, PPC advertising can also be a drain on your resources and a poor marketing tool if not used correctly.
So, how much should you spend on PPC advertising? There is absolutely no straight answer to this question. How much you should spend depends heavily on what kind of results you see from these types of advertisements and what your return on the investment is. To understand how much you could and should spend on such advertising, you have to be familiar with how successful your current campaign is.
Ask yourself the following questions:
Are you getting a high number of leads from the ads?
Are you getting high-quality leads from the ads?
What is the goal of your PPC advertising campaign?
What does your online marketing budget look like?
How successful are your non-PPC marketing campaigns?
We understand that paid search advertising, Google Adwords, and PPC ads can be a confusing endeavor - and that there is a lot to learn. If you need help managing your pay-per-click advertising campaigns, or if you simply need to speak with a PPC ad expert, contact us today.
Could an Infographic Be a Powerful Marketing Tool For My Law Firm?
An infographic can be a powerful marketing tool for your law firm - if you take the time to design a thoughtful visual and if you know how to use it to your full advantage once it has been created. Great content on your website will always be rewarded, and a striking visual image that is unique and relevant will be of interest to your readers as well as other people in your field. A great infographic will be shared, linked, and blogged about - but keep in mind that a poorly conceived or slapdash infographic will have little impact. In the same way, a great infographic that is not properly marketed won't result in better traffic and exposure for your attorney website, either.
How can you help get your law firm infographic noticed on the web?
Write a blog post about your infographic.
Share your infographic with industry bloggers.
Write a press release about your infographic.
Share your infographic on Flickr.
Share your infographic on social networking sites.
Make a PDF of your infographic available for download.
Would you like to develop an eye-catching and relevant infographic to help market your law firm and attorney website? Let us help. Here's an infographic we created for our own marketing purposes: The Road To Social Media Success.
Are reciprocal links really a bad thing for my lawyer website?
They are certainly not the best thing for optimal attorney web marketing, but they are better than no links at all. A reciprocal link is when a site links to your practice site, and your site also has a link to their site. Sometimes these are known as these are known as "link swaps," "link exchanges," or "link partners."
- When the reciprocal links do not appear on the link page.
- They have the "smell" of an arranged link scheme or a trade.
- When the other site is not as reputable as your site
- A reciprocal link has a natural reduced value
- When reciprocal links are shared between related sites
- They do have the ability to increase traffic
- Good, solid links (think quality over quantity) can boost your rankings in search engines
- As stated above, they are better than nothing!
Be smart about your reciprocal links. Check out the sites you want to exchange links with, and make sure they are complementary to your site and of good quality. Then, place their link on one of your internal pages, not your home page. Next, email the owner of the reciprocal site, compliment their site, and ask if they will link back to your page. Remember, your reciprocal link partners should make sense. The other sites should be natural and within a related community. Do not let reciprocal links be the only links that bring in traffic or affect your attorney web marketing.
Why do lawyers need video on their website and on YouTube?
Videos are an excellent way to spark interest and traffic on your website. If the video is displayed on YouTube, this will help direct users to your site. Once on the site, be sure to have more videos, whether they are viral, conversion, or educational. They all work and will benefit you!
This type of marketing is needed because it will provide unique users to your site, and it will also provide a constant user. A future client is more likely to stay on your site if a video is provided. If your video is two minutes of education, you have just received high marks from Google's Panda tool. It is excellent to have unique users and garner traffic, but it is even better to create loyalty. Videos help make this happen.
Videos also have a way of adding credibility to your lawyer web marketing, especially when it is an educational video. This allows the user to learn from you. If the video is well put together and does not look like a quick 15-second clip from a camera, your information will appear relevant and useful. The future client now looks to you as someone with their needed information and establishes you as the expert. This makes your site and your practice the solution to their problem.
Video Is Personal
This way of communication drives your site into the 21st century and, despite the use of technology, it is more personal to the user. They see your face, hear your voice, and listen to your expertise all before stepping foot into your firm. Video will set your web marketing apart from other firms and lawyers who do not use public speaking as a way of connection. Use video as a way to establish your authority, expertise, and credibility.
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