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not a message you want people to see when they nd you on Google. In ad- dition, Google will not rank your site as highly if it is not a secure site. Talk to your website developer or host to- day about upgrading to a secure web- site.
THE ART AND SCIENCE OF SEO
SEO is a very complicated and of- ten misunderstood art. SEO, more than anything on your website, is an intangible service you desperately need to be found online. Most SEO companies will conduct a free analy- sis of your website and will include current rankings of key words and phrases before you pay them a cent. Try this: Search Google for keywords phrases you would like to be found under. Look at the results. If you have a friend at a rm that consistently cap- tures top organic rankings (directly
pages that say, “For Veterinarians,” or “For Small Business Owners.” en, create content that speaks directly to the client group. In addition to a tai- lored services summary, also include:
• What the client group appreciates most about working with the rm.
• Case studies and representative experience for the client group.
• Blogpostsspeci ctotheirneeds. • Client feedback from others like them.
• FAQ’s or videos about related to the client group (why we focus on physicians...).
• A call to action to reach out and schedule a call or consult with you.
STICKY MENUS AND CON- TACT FORMS
Today’s websites o entimes have very long pages where visitors scroll and scroll to see the plethora of in-
formation on a given page. Ask your website developer to add a “sticky menu” to your website so that your primary navigation remains on the top of the visitor’s screen – even when the visitor is near the bottom of a page. Finally, make it easy for clients to contact you! Be sure that on every page “Contact Us” is easy to nd.
Your website is the most important marketing tool you have. Make sure it is more than a web-based brochure. If you implement the ideas above, you can turn your website into a lead gen- eration machine!
TERRIE S. WHEELER, MBC, IS THE FOUND- ER AND PRESIDENT OF PROFESSIONAL SERVICES MARKETING LLC. PSM HAS WORKED WITH SCORES OF LAW FIRMS TO ENSURE THEIR DIGITAL FOOTPRINT – INCLUDING THEIR WEBSITES – IS DRIV- ING LEADS INTO THEIR FIRMS. YOU CAN REACH TERRIE AT (651) 295-5544, OR [email protected] OR WWW.PSM-MARKETING.COM.
under the paid results), nd out who they use for SEO. Interview at least two companies and ask them to share quanti able results they have achieved for other services rms.
e science comes into play when you hire an SEO company to nd high quality backlinks to other reputable websites that will increase the visibil- ity of your website online. Backlink- ing provides “authority” on Google and results in your site ranking higher. Make sure your SEO consultant pro- vides monthly analytic reports which will show you the ROI of your SEO e orts.
GET PERSONAL: ADD CLI- ENT FOCUS SECTION
Most law rm websites have servic- es pages that generally include a sum- mary of the service and possibly a few additional bullets of information let’s say on Business Transactions, Litiga- tion, Estate Planning, Family Law, etc. I encourage you to look at your client base and create content just for them in a separate section of your website called “Who we Serve.” Clients want to see that you have worked with oth- ers just like them, and are attracted to
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