What exactly is a landing page?
A landing page is a webpage where users are sent once they click on your ad or link in your email marketing blast. It is the first page of your site they will see.

To maximize on conversion, your landing page should include the following:

1. Custom content tailored to the area of practice or keyword
If “paternity” is a keyword you are using in your PPC campaign, then your landing page should specifically addresses content specific to that topic. You could include overview text as well as links to white papers or newsletters on the subject.

2. Contact form
A contact form should be easily accessed and positioned in top half of the landing page. It is obviously important to capture as much information as possible without being too lengthy. If you require the prospect to complete too many fields of information, they may become irritated and leave the landing page before you are able to capture the prospective client’s lead information.

2. Call to Action
Call to action, as the name implies, requires further action or response from the prospective client. A client contact form is one type of call to action; however, an opportunity to download whitepapers or additional information, enroll in a seminar being hosted by the firm, etc… are all forms of a call to action. Your call to action should relate to your keyword or email blast topic

4. Limited navigation
The goal of a landing page is to gather prospective client contact information so you can share valuable insights and updates with them and ultimately convert them to a client. As a result, you do not want to give prospects any excuse to leave the landing page. Limit your navigation to just the essential sections of the site to keep prospects focused.

What are the Key Benefits of a Landing Page?

-Helps your site be more client-focused by allowing your prospects to easily find information relevant to their search.
Positions your firm as having specialized knowledge or experience.

-Helps you increase the conversion rate of your website.

-Allows you to easily measure the effectiveness of your external links and Internet marketing campaigns.
Effectiveness of landing pages is highly measureable. Tools like Google Analytics may be used to measure click through rates.

In conclusion, when done correctly, landing pages can be a valuable and cost-effective form of online marketing! Well-designed and informational landing pages are a great tool to gather useful information in determining your highest performing efforts as well as where your adjustments to your law firm’s internet marketing strategy may need some adjustments.

Here are tips on how law firms can position themselves for growth in the post-recession. They are not genius; however, they are marketing basics that you can’t afford to ignore and are certainly worth repeating.

1. Incorporate Social Media into your Client Development Efforts. Your clients, prospect, former clients and their suppliers are using it; you should be strategically using law firm social media marketing. Leverage tools including LinkedIn, Facebook and Twitter to connect with prospective clients and other professionals to build your network and demonstrate your expertise.

2. Be Your Firm’s Brand Ambassador. Remember, you are the face of your firm’s brand. Use your interactions to communicate your law firm brand management promise and support that continuously in your personal efforts.

3. Network. Relationships matter. Social media is a great way to start a conversation with a client, previous client or prospective client – but don’t let it stop there. Make the effort to meet new and old colleagues at an upcoming industry or bar association meeting, civic event, non-profit activity or social mixer – or host your own hospitality function at your office.

4.Public Speaking. Apply to be a speaker at upcoming events. If you aren’t accepted, attend anyway to get a better handle on what topics are creating a buzz.

5. Invest in Professionals. Seek and invest in consultants to sharpen your brand. An outside perspective can help you assess the effectiveness of your business development efforts and offer insight into what strategies would work best for your personality type.

6.Be Active in your Home and Business Communities. Dust off those memberships in the local chamber of commerce and non-profit organization. Get involved in industry related activities and slowly increase your profile.

In conclusion, the financial crisis sweeping the nation has deeply shaken the legal community, but this only amplifies the need for law firms to pay closer attention to their marketing efforts. Strong marketing translates directly into revenue and profitability for law firms as it increases market share and allows for premium pricing. Also keep in mind that while many firms have pulled back on their marketing budgets, many media companies have reduced rates and have developed some very creative low cost opportunities. I have also found that advertising rates are often negotiable so don’t be afraid to haggle.

Auctori:law offers several different law firm Internet marketing and web design services geared to fit your law firm’s needs.  Our law firm marketing and design experts stay current on all new legal marketing trends and have the experience to help you make the most out of your online presence. Contact Auctori:law today to learn more about our law firm marketing services!

In addition, your legal blog is a very important component of your law firm’s Internet marketing strategy, due to the fact that it is one of the most effective places for you to demonstrate value to your clients online.

When it comes to law firm marketing the value of blogging is unlimited, as it creates a clear, credible and constant voice for your law firm. Blogging also allows your lawyers to showcase their strengths and attributes, which can separate your firm from the pack. Through active blogging, prospective clients will develop a sense of security with your legal team as they read your blogs about similar cases, verdicts and opinions, reassuring them of your legal expertise and knowledge.

In conclusion, with high quality content and SEO integration, you will achieve better search engine rankings for your site, which leads to an increase in the amount of unique visitors, resulting in new clients.

Over the past 25 years, Hendricks has worked specifically with law firm and various marketing media including: website development, search engine marketing, yellow pages, cable television and direct mail. Before joining Auctori:law, Hendricks was most recently involved as a Client Development Specialist for Lexis Nexis Martindale Hubbell. In her role as Client Development Specialist, Hendricks was responsible for technical sales and the marketing of numerous internet marketing products and legal publications. Hendricks is a graduate of Southeast Missouri State University with a BS in Business Administration and received an MBA from St. Louis University.

“This is the career that I’ve been training for my entire life, and I’m very happy to be with Auctori:law,” said Hendricks.

Read the Press Release

With the legal content management system Auctori:law, law firms can create and manage their attorney biographies quickly and easily with the biography management system. With this legal CMS module, users have the ability to enter a wealth of information to create a customized biography for each attorney at your firm.

• Create customized biographies for each attorney at your firm
• Update biographies quickly and easily
• Automatically generate a VCard for download
• Groups are automatically updated when a biography is added or updated
• View as a print friendly PDF – styled to professionally display your biography

Auctori:Law understands how different visitors expect to see and interact with the information on your legal firm’s website. This legal CMS makes it possible for firm’s to reflect their credibility by highlighting their most valuable assets: their attorneys.

The legal marketng professionals at Auctori:law believe that there should be a focus on the firm’s attorneys, businesses segments, client needs, prospective clients, project and case management, noteworthy news, civic group involvements, associations and any person or agency seeking to conduct business with, or obtain information about your firm. Auctori:law analyzes each clients stated objectives, requirements and desired services and their team fully prepared to create and support a premier website, that meets those specific needs.

Search engine optimization (SEO) is an important aspect of internet marketing that increases your website’s visibility by improving placement on organic search engine results. SEO can position your law firm above the competition resulting in an unmatched method for advertising and promoting your firm. Be sure to update your website with profile cases, upcoming speaking engagements, news, articles, commentary regarding new laws and lawyer biographies. These regular medications emblemize a law firm’s credibility validation. In other words, it demonstrates that the attorneys are leaders, who are current in their area of expertise. Implementing a legal content management system, such as Auctori:law, eases the process of having an up to date website. A Legal CMS automates the crucial processes of integrating new updates, ensuring search engine visibility, as it multi-tasks as an automated Internet marketing instrument, syndicating events, news and other legal matters to search engines.

To learn more about our brand management for law firms, please contact us.

At the 2010 Association of Legal Administrator’s Conference, Auctori:law representative, Steve Thomas covered the hot topic of social media and search engine optimization and how they are relevant to you and your law firm at the vendor showcase session. Click here to view the presentation!

Contact Auctori:law for practical, how-to information that will help you drive traffic to your law firm’s website, improve content and build an effective online presence for your law firm that goes beyond the static website.

In conjunction with having a well-designed and search engine optimized legal website, it is critical that your business has a strong presence on social media networks.  A successful website will receive as much traffic from law firm social marketing as it does from search engines, and a comprehensive social media program is necessary to achieve this. Social media sites have the ability to steer clients to your website, send targeted messages, establish your brand online and create an open line of communication between your law firm and your clients.

A recent survey from communications consultancy Greentarget notes that, “While the more traditional marketing channels for law firm credentialing continue to dominate … in-house attorneys now are using new media platforms to deepen their professional networks; to obtain their legal, business, and industry news and information; and to enrich their social and personal lives. Most importantly, they expect that trend to accelerate in the future.”

1. Do you know enough on the legal topic to write a blog post?

If your law firm has hired a professional writer, do they have enough background legal knowledge and do they put in adequate time to research the topics in which they are writing? If not, you may have a problem, which will only result in your firm losing credibility.

2. Can people outside of the legal bubble understand the post?

 Non-lawyers are genuinely interested in the law and topics lawyers may be writing about.  They are also potential clients. Have you written your post in a way that is easily understtof by a variety of audiences?

3. Is your post keyword optimized for search engines?

No matter how great it is, content must be found before it can be of use. If your website is still new and small, achieving a good ranking through the use of the most popular keywords may not be the best strategy.

4. How does your blog entry fit into your law firm’s marketing and public relations goals?

How do you see your law firm’s website or blog fitting into your firm’s internet marketing and PR plan? Do you have concrete and specific goals for these tools? Are you measuring the performance through programs such as Google Analytics?

In conclusion, one of the best ways to put a face and voice on your legal expertise is to blog. When done correctly, building a credible discussion resource on legal topics can boost credibility, attract new clients, maintain current clients and build your reputation as a leader in the industry.

To learn more about social media services for law firms, please contact us.

When used to a lawyer or law firm’s best advantage, social media has the power to serve as an effective public relations tool that has the power to increase awareness of a lawyer’s expertise, knowledge or experience in their practice area. In addition social media has the ability to create and build on relationships that will make a positive impact not only on a lawyer’s image, but also on their overall career.

Lawyers who successfully leverage social media tools to communicate, collaborate and network have a distinct advantage over those who do not. The most effective way for lawyers to use social media is to talk to people, not at them. Engage in conversation with others, don’t simply advertise your services or firm. Share information about your yourself and your personal experiences, and most Importantly, don’t be afraid to take off your “attorney hat” and talk like you would in everyday conversation with friends, social media should be fun too! Excerpt from The Lawyerist Blog Post “Yes, Even Lawyers Can Be Social”

On Monday, May 3, Auctori:law Reprentative, Steve Thomas, gave a presentation at the Association of Legal Administrator’s Annual Conference (ALA Annual Conference) which covered the hot topic of social media and search engine optimization and how they are relevant to you and your law firm at the vendor showcase session. Below is Steve’s presentation “Growing Your Legal Business Through Social Media and Search Engine Optimization.”

Check out the Presentation!