Summer Newsletter 2006

Convert Your Web Site Into An Active Marketing Tool

Would you like to increase the number of cases you receive over the internet? Convert your website to an active marketing tool. Here are a few guiding principles:

• Your site should not be like other legal web sites—It should have features that set it apart from the rest of the pack. You want your firm's image to be conveyed in a singular, memorable web presence.
• It should encourage return visits—Create pages so interesting, so interactive and renewable that visitors will return often to see what had changed.
• The site should deliver value to visitors via rich content—You want your site to contain information that is valuable and interesting to a range of visitors, from current to potential clients to the news media to casual, curious browsers.
• The visual content should have contemporary appeal—Create a look and feel that reflects your firm's approach to legal representation and customer relationships. The graphics should be clean and engaging-and hold a few surprises, as well.
• The site should be easy to navigate—Your site should be extremely user friendly and easy to flow from one page to another. Your navigational buttons must make sense and be extremely intuitive.
• The site should incorporate the newest technologies when they serve your needs—Your site must be responsive to its visitor's needs and interests, while keeping it secure and user-friendly. However, don't get carried away with glitz and glamour by using technologies just because they are available. They need to be appropriate to your message.
• The site should be optimized—You want your site to be at the top of the non-paid search engine lists. The key here is relevancy. Your entire site (graphics, content, links, codes etc.) must be more relevant than other sites, as it pertains to specific search terms.

Why Is It Important To Convert Your Site To A Marketing Tool:

• It gives a person a reason to return to your site over and over again, which reinforces your firm's name and its brand.
• It positions you and your firm as the expert in your chosen area of concentration.
• It separates you from the competition.