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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From a website design perspective, what makes a landing page “good?”
First, a landing page is a page you’ve set up to gather a visitor’s contact information.
It’s where you send someone who wants your free download, to register for a seminar, or get a bumper sticker.
An ideal landing page should have:
- Only one call-to-action. This is typically a form you want them to complete. Do not include chat or other offers.
- No navigation or menu. Do not distract visitors from doing the one task you want them to complete.
- No links to other web pages. Remove social icons and search fields.
- A title indicating the type of offer and the value.
- An explanation of the benefits of completing the form. Explain what’s in it for them. This is best presented in the format of a bulleted list detailing the types of questions that are answered in the book, what the reader can expect to learn more about, or how the offer will help them.
- A large image of what they are getting. If it’s a book, the image should be large enough to read the title. Also, use an image with a thin spine—no one wants to read a tome the size of “War and Peace.”
- Text that wraps around the image.
- Something that draws the eye to the form, such as an arrow, box, or red button.
- A headline beginning with an action word, such as “Download” or “Get.”
- The shortest form needed:
- For downloads, ask for the visitor’s first name and email address.
- For hard copies, request the visitor’s first name, last name, street address, city, state, zip, and email address.
- Testimonials and badges on the sidebar. These are visual clues to visitors that they are making the right decision
- Button text other than “submit”. “Click Here” and “Go” convert better than “Submit”.
Have more questions about creating a landing page that really helps you get the clients you want for your business?
Reach out to our friendly law firm website design team today at 888-886-0939.
How can I get inexpensive, high-quality video?
Now, more than ever, it is possible to get high-quality and inexpensive video services. This is because the popularity of web marketing videos has skyrocketed—and for good reason!
Google and other search engines reward websites that effectively use video. They do so because they know that people respond to video. When people search, they are more likely to click on a link displayed with a video, so of course Google wants to give searchers what they want. Bud do they want you? Are you giving them what they want? Are you providing the videos they demand?
If you don’t have web video on your website and on sites like YouTube and Vimeo—or if your videos aren’t properly optimized—you aren’t as searchable as you could be. So what’s holding you back? Cost? That does not have to be a factor in your decision to use video.
Making Big Things Happen in Video With Small Budgets
At Foster Web Marketing, we offer custom, affordable video packages. This means that you are able to choose the video services you want and the services that will do the most to advance your video marketing efforts. We can help as little or as much as you want, and we can advise you, free of charge, as to the best options for your situation. Our video services include:
- Video script writing
- Videographer services
- Production services
- On-location video shoots
- Green screen studio shoots
- In-office video studio set up
Beyond Shooting Video
After the shoot—whether we shoot your videos or you shoot them yourself in our green screen studio—we offer affordable post-production services. All post-production services are performed by our video and SEO teams. Because of this, you can be assured that your video is in good hands. After all, the focus of our SEO company is attorney and video marketing. We are obsessive about current SEO trends and video advancements and are not satisfied until the videos we produce and market are the best they can be.
So, after your shoot is over, feel free to choose from any of the following post-production video services:
- Video optimization
- Video distribution
- Video promotion
To learn more about how affordable high-quality videos can be, please call 888-886-0939. Our team of attorney video marketing experts can help ensure that your videos are the effective SEO tool you need to take your firms’ marketing efforts to the next level.
What is the difference between a referring domain and a backlink?
Before we discuss the difference between a referring domain and a backlink, it's best that we get on the same page by going over a few basic terms.
Just the Facts, Ma'am
- Domain: A domain is an organization's unique descriptor listed within a URL. For example, in the URL “http://www.honkeytonkhero.edu,” honkeytonkhero is the domain name.
- Referring Domain: Also known as a ref domain, a referring domain is the domain that backlinks are coming from.
- Backlink: A backlink is a link on another website that points to your site.
So a referring domain is where your backlinks are coming from, and backlinks are the links on the websites that link back to your site. Think of the referring domain as a phone number and backlinks as the number of times you've gotten a call from that particular number.
Why You Need to Know the Difference
If you've dug into your backlink profile or had us do so with a free website analysis, then you have seen how many referring domains and backlinks are associated with your website. But what do they mean?
What you're looking for is the ratio of referring domains to backlinks. If you have a ton of backlinks and not very many referring domains, your backlink profile is very weak. For example, if you have 10 referring domains and 110 backlinks, Google is likely dinging your site for shady backlinks, which negatively impacts your page rank.
They punish high backlinks and low referring domains because, when a high number of backlinks come from a few sites, it's almost always a paid linking scheme, such as a private blog network. Increasingly, search engines are de-indexing blog networks. If your website is connected to the de-indexed network, your ranking will be affected. Because of this, it's best to stay far away from paid blog networks.
Getting Better Backlinks
If you find that your backlinks are all coming from a few referring domains, you have some work to do. Begin by reading our advice on the best way to get backlinks for SEO. Using these tips, begin to slowly increase the number of backlinks pointing to your site. This will take time, but it's worth the effort. Google is always on the lookout for quality, natural backlinks and will reward your handsomely if you are able to obtain them.
Want more advice on how to improve your law firm website's backlink profile and increase your SEO power? Call 888.886.0939 to request your free website analysis or speak with a member of our attorney SEO team.
How can local SEO help my business?
When done right, local SEO has the potential to not only help your law firm, but explode your practice.
This is because Google and other search engines, like Yahoo!, recognize that their users are increasingly demanding high-quality, local results. To give their users—your potential clients—what they want, search engines have improved their algorithms to ensure that searchers get exactly what they want.
Getting In on the Local SEO Game
To get you started, I'm going to cover the basics of local SEO—what you need to know now about local search SEO:
- Grow where you're planted, or move. It's important that you know that local search results on Google work best when your business is located within the city you want to be found in. For example, if your personal injury law office is in Grapevine, but you want to be found in Dallas—and the Dallas personal injury market in Dallas is flooded—you may be out of luck. While you can and should put some effort into getting found organically in Dallas (e.g. including Dallas-centric keyword phrases in your content), there isn't much you can do in Google Local or Google Maps to get found. Some attorneys choose to move their offices or open a satellite office in order to get in on a more desirable city. Alternately, you can increase your efforts in Grapevine in order to be the top local attorney in your home city.
- The devil is in the details. If critical information—business name, address, or phone number—is incorrect on any listing site, your local search SEO power will take a hit. So, if you are Foreman & Gary on one site and Gary and Foreman on another, or if your address is off by just one number, your firm won't be easily found during local searches.
- Realize the power of reviews. Reviews are an important piece of the local SEO puzzle. Reviews give consumers confidence in your services, and they send signals to Google that you are a business worthy of page one. If you don't have any online reviews, or if you only have a few, it's time to get an online review strategy.
Local SEO is all about taking advantage of your local market. To get help in doing so, request a free website audit,or call one of our local SEO experts at 888.886.0939. We'd love to help you dominate your local market.
What are Regular Expressions and how do I use them?
Regular Expressions, also known as RegEx, are a way to use characters—such as | and \—to make analytics magic happen. But, more specifically, they are used to do things like create custom filters and goals in Google Analytics. Confused already? Don't stress. We are about to break it down for you.
The Basics of Regular Expressions
RegEx operates on a set of very strict rules. Much like a programming language, each symbol and combination of symbols must be correct in order for the expression to work. Unlike some of the more inexact sciences of website analytics, RegEx is very precise.
Let's look at one of the symbols we listed above, |. Known as the pipe symbol, | is used to symbolize or. So, if you want to create a filter that gives you results for attorney or lawyer, you would use attorney|lawyer. Easy, right? Right. And while this is just one of the many symbols—and combinations of symbols—it's a start. If you keep at it, you'll soon understand the entire RegEx language and be using like a pro.
But Why Bother Learning Regular Expressions?
While there are numerous SEO optimization tools, we believe that knowledge of RegEx is an excellent addition to your SEO tool box. Even for an analytics newbie like yourself, Regular Expressions can be very useful. To show you how, we will give an example.
Let's say you want to hit all variations of your targeted keyword. This is a great idea because creating these filters will give you a good idea if your targeted keyword—Divorce Attorney Layton, UT—is bringing you much traffic. But filtering for all the variations of this phrase would require creating filters for Utah, UT, Layton, divorce, attorney, and attorneys.
However, if you use RegEx, you will be able to create just one filter: “Layton UT Utah Divorce Attorneys. divorce attorneys?|divorce lawyers?” and, on a second line, which indicates the “and” expression to include, “Layton UT|Layton Utah”.
Regular Expressions give you the power to become more involved in the analytics of your website. And, besides, using RegEx is just plain cool. Think of how clever you'll feel when you know the difference between | and \. And, as a bonus, you'll be able to tell fantastic techie jokes like, "/Everybody stand back/ I know regular expressions." Hilarious!
Plus, there are some tasks that Google simply won't let you do without using RegEx. So, if you want to perform even mid-level analytics tasks, you must be familiar with RegEx.
Want to learn more about Regular Expressions? Or do you wish you could forever erase the memory of RegEx from your mind? Either way, call 888.886.0939. We can take over your analytics efforts or help you get a firm grip on this awesome analytics tool. No matter what you decide, our killer attorney SEO team can help you achieve your web marketing goals and dominate the competition.
Which site speed tools are best? Should I be using them to check my website?
Here are the tools our web marketing team most often uses to check site speed and guide our efforts to improve site speed:
We absolutely care about site speed and understand that it's crucial to the success of a website. The above tools can help you identify which elements associated with your site are slowing it down. When read correctly, the reports can help you make a dramatic difference in the load time of your site. And, as a bonus, using them is absolutely free!
The Rub with Site Speed Tools
While site speed reports can be extremely helpful, they can be confusing to the untrained eye and, at times, cause undue panic and confusion. This is because site speed reports are meant to be interpreted by professionals. They contain many false positives and have frightened many of our clients, causing them to call us in a tizzy. And who can blame them? Nobody wants a slow site.
When the average attorney gets a site speed report, they may find that some of their scores appear low. This can be concerning. After all, if a website is running slowly, users are likely getting frustrated by the site and leaving in droves. Also, there is a connection between SEO and site speed. So, if a website is truly slow, its SEO ranking can be affected. Not good!
However, a few seemingly low scores may not be having much of an impact on the speed of your site. This is because the scores given on site speed reports are weighted. So a low score in one or more categories looks ominous, but those numbers could represent a very minor issue. Too many times, we have heard from people who have paid an SEO company a lot of money to "fix" their site speed problems, but their site speed remained the same. Why? More than likely, there were no problems to begin with.
The Take-Away for Our Site Speed Tool Discussion
Our advice is to explore the site speed report sites—just don't panic when you get the results. Instead, call our attorney website SEO experts at 888.886.0939. We can go over the results with you and tell you if it's worth your time and money to improve any low scores.
How do I choose good topics for my website videos?
Sometimes you have the best intentions to shoot an awesome video for your site, but you hit a roadblock when you try to think of topics. What are people interested in, and why would they care what you have to say? The trick is to step outside and explore what's going on around you and what's of interest to your clients. Want to know how to do that? Here are some tips for choosing good video topics:
- Check out the news. Current news stories are great bases for videos, especially when you can easily make a connection between the cases your firm handles and what is going on in the world today. Done properly, that connection will position you in your viewers' minds as an expert in your field.
- Check your existing content. You have already put the time and effort into blogs and articles for your website, so why not utilize that same information for a video? Tweaking just a few sentences here and there can turn an existing piece of content into an easy video script that can be read straight into the camera.
- Check with your staff. Few resources are as good as the people who work directly with your clients, day after day. Your paralegals, legal assistants, and other staff members are probably harboring a wealth of ideas for video topics and other marketing and communication campaigns.
- Check with your clients. The people you serve are often overlooked as potential resources for video and content ideas. Since you are trying to go after people exactly like the clients you already help, who better to ask an opinion of than your existing clients? They will be able to give you insight on what they were looking for in a law firm and what they think would interest potential viewers. They can also tell you what they think would not work, which could end up saving you time and money in the long run.
- Check out your competitors. We are not saying copy your competitors’ videos word for word. But, by browsing through what others are doing, you are bound to come up with ideas or angles on the same information.
- Check out magazine headlines. Catchy magazine titles and stories can give you a wide range of ideas, as long as you are thinking far enough outside of the box to apply it to your own practice. For example, the headline, “Top Ten Must-Have Beauty Products to Use This Summer” can easily be transformed into, “Avoid Injury with These Top Ten Must-Have Safety Products to Use This Summer”.
Need more ideas on how to come up with good website video content? Call Foster Web Marketing; we’d be happy to help guide you. You can reach us at 888-886-0939, by filling out our online form, or by live-chatting with one of our representatives. Call or click today!
How can I survive Penguin 2.0?
To make it through Penguin 2.0 and beyond, it's crucial that you clean house. This means throwing bad links in the garbage and monitoring those you deem "good."
To help you do so, we look to Steven Forsyth of In The Company Of Huskies. Steven recently wrote an excellent blog on how to not only survive the Penguin 2.0 update but thrive in its wake. At Foster Web Marketing, we agree that the following steps will help you get your site clean and keep it that way—assuring you an attorney website that flourishes, no matter what Google throws at it:
- Step 1: Review Your Links. To find out which links are pointing to your website, it's recommended that you use SEOMoz, MajesticSEO, and Google Webmaster Tools. Each of these sites allows you to download all the backlinks they find pointing to your website. Enter all the links the three sources gave you into a spreadsheet, and remove any duplicates. This should give you a very complete link profile.
- Step 2: Grade Your Links. With your spreadsheet complete, you'll need to grade your links. This will take time, as you'll have to look at each site and determine the quality of the link. What you want is a list of Good Links (high traffic from reputable websites), OK Links (decent sites that don't generate site traffic), Paid Links (nofollowed, high-traffic links), Advertising Links (add a nofollow tag to these, see below), and Spam (any links that appear to be added just to cheat search results). Make a list of just the Good, OK, and Paid Links, and use a link management tool like the one at BuzzStream to monitor these links. Once they have your list, they will alert you if any of the links change status so that you can take action, such as removing bad links.
- Step 3: Add Nofollow Tags. Have you paid someone to advertise on a website or blog? Hint: These are your Advertising Links from above. If so, it's important that these links do not help you rank better for certain search terms. To ensure they don't, you'll need to apply a nofollow tag to your Advertising Links. This will save you from being penalized for buying or selling links.
- Step 4: Clean Your Link Profile. Your last job is to deal with any bad links—those you marked Spam Links. To get rid of these, you'll need to contact the webmaster for each of the sites and politely ask that they remove the tag. This can be problematic, as some of the sites no longer have a webmaster. However, it's important that you try. If there are links you simply cannot get rid of, try using Google’s Link Disavow Tool. Google will look over the links and, if they find that they cannot be removed manually, they will discount their value.
Maintaining Your Squeaky Clean Image
Now that you've done the work required to clean up any bad links on your site and monitor the good, it's time to figure out how best to keep your website clean. For starters, it's important that you not let links scare you. Search engines still use links in their ranking algorithms, so it's crucial that you keep creating links; you'll just want to check that sites that link to yours are of good quality and from reputable sites.
To do so, every month or so, go through the steps above and assess the cleanliness of the links associated with your site. Think of it like washing your hands before you eat; 20 seconds of good hard scrubbing every so often can save your attorney website from coming down with a case of Dirty Link Penalty-itis.
Interested in a Free Website Cleaning Service?
In response to our clients' concerns over the constant stream of updates from Google, we are now offering a free web audit for attorneys. We will comb over your site and identify any bad links, bad content, and over-optimization. Our attorney SEO strategy team will then suggest the best way to clean up your site, thereby protecting your law firm from the next round of updates.
How do I improve my website bounce rate?
Trying to figure out Google’s and other websites’ analytics can be extremely confusing. What do all of the ratios and rankings actually mean? Since bounce rate is the percentage of single-page visits compared to visitors who view more than one page of a website, the best way to improve it is to keep visitors on your site.
So let us answer this question instead: “What can I do to keep people from leaving my website?” Here are five simple things you can do:
- Add well-written content. Studies have shown that one of the main reasons visitors will click away from a site and proceed to block it from search results is because of misspellings and poor grammar. (Along with poor grammar, here are some more stats on why people bounce.)
- Add relevant content. Nothing will make a visitor leave in a click of frustration faster than discovering that your article had nothing to do with what you claimed it was about. Fluffing meta descriptions to draw people to the page will backfire if the page isn’t actually about what is described.
- Add call-to-actions to your content. Give people a reason to keep browsing through your site. Phrases like “check out this article on how to prevent car accidents” or “request a free copy of our book” will encourage readers to check out other pages.
- Add credibility to your content. Offering a wealth of common-sense information on your website at no charge shows that you are willing to take the time to educate the community. This shows that you are most likely an expert in your field.
- Add lots of content. Give people something to look at. It makes sense that a visitor would leave your site if there are only five total pages to view. Providing readers with pages and pages of options increases the chances that they will stick around for a while.
Want to learn more SEO optimization tips to help your bounce rate? Let the experts at Foster Web Marketing help you. Feel free to call us toll-free at 888-886-0939, fill out our online form, or chat with one of our live representatives today.
How do I choose the right keywords for my website?
Determining the best keywords for a website used to be easy when search engines like Google put most of their ranking emphasis on whatever one- or two-word phrases you chose to hyperlink. Since then, virtually all businesses have jumped on the website bandwagon and become aware (if not savvy) about SEO.
Now things are much, much different. While content is still King, the phrases and words you use are now only helpful if they have actual substance and meaning.
This means that you now have to do a little leg work. You must research what keywords will best suit your practice and utilize them across the all of your marketing practices, including in your videos, your social media, and on your website.
But how exactly are you supposed to find the keywords you need when you don't even know where to start? We know that the process of maintaining SEO can be confusing and a huge challenge, which is why our FWM SEO gurus put together a list of the top ways to determine keywords:
- Searcher intent. Take an afternoon to sit down and really think about what went through your clients' heads immediately before they made the decision to contact you. If you're a personal injury attorney, perhaps it was figuring out who would pay for the medical bills after the car accident. If you are a doctor, perhaps it was their foot pain when running. Ask yourself "Why would they choose you over your competitor?" Once you put yourself in your potential client's shoes, you will soon realize that "Gotham City attorney" or "Metropolis plastic surgeon" no longer cuts it as a keyword phrase.
- Avoid highly competitive keywords. We've already established that vague keywords like "Gotham City attorney" are becoming useless, but another reason to avoid them is because they are overused. You wouldn't keep spending money on a raffle if the odds of winning were very slim, so why would you keep pumping time and effort (a.k.a. money) into keywords in which you might never be found due to stiff local or national competition?
- Use layman's terms and avoid legal, medical or business-specific jargon. After decades of working in your chosen field, you are more than familiar with terms you use everyday. But you must remember that many of the people you are trying to reach have never even needed your services before, so you must use common terminology in your content and keywords.
- Use tools like Google's Keyword Tool or Google Analytics to get a jump-start on what people are currently searching to find your site.
- Ask us! We'd be happy to help you determine the best keywords for your site, or simply take over the whole process for you. For more information on how FWM can help, call us at 888-886-0939 or fill out our online form today.
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