2016: top 16 law firm marketing trends

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LAW FIRM MARKETING TRENDS 2016: TOP 16 A guide to help you navigate your firm through the upcoming trends and changes of 2016’s digital landscape brought to you by the Black Fin Team BLACK FIN Digital Marketing for Law Firms

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Page 1: 2016: TOP 16 LAW FIRM MARKETING TRENDS

LAW FIRMMARKETINGTRENDS

2016: TOP 16

A guide to help you navigate your firm through the upcoming

trends and changes of 2016’s digital landscape

brought to you by the Black Fin Team

BLACK FINDigital Marketing for Law Firms

Page 2: 2016: TOP 16 LAW FIRM MARKETING TRENDS

Diversify or Die – Attorneys Will Look Beyond SEO

For Website Traffic

More Effort Will Go Into Acquiring Online Reviews

Firms Will Step Back And Reanalyze Their Unique

Selling Proposition (USP)

SEO Changes Will Put User Experience Front And

Center

Social Media Will Continue to Be Mandatory (And

Continue to Evolve)

Law Firm Web Design Will Be Crowned Queen

Attorneys Will Discover the Importance of Past

Client Relationship Management

Law Firms Will Learn How To Answer Their Phones

Lawyers Will Take Local Link Building Offline

(Where It Belongs)

Legal Content Will Veer Toward Specific, Targeted,

And Geo-Focused Pages

The New Yellow Pages: Attorneys Will Adopt

Directory Listing Optimization

Lawyers Will Embrace Reputation Management –

Before They Need It

It’s Here: Mobile Will Finally Overtake Desktop

Paging Siri: This Will Be The Big Year For Voice

Search

All Attorneys Will Be Watching Their Page Speed

Real-Time Google Penguin Will Land, Bringing Lots

of Link Penalties

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TABLE OF CONTENTS

Page 3: 2016: TOP 16 LAW FIRM MARKETING TRENDS

page 1

We don’t have a crystal ball, but we do pay very close attention

to everything that happens in the marketing world. In this

report, we’ve listed the top 16 attorney marketing trends for

2016, from optimizing for voice search to paying closer

attention to how your receptionist answers the phone.

Make 2016 the year your law office rises above the competition,

solidifies its brand, and finds more success than ever.

INTRODUCTION

Page 4: 2016: TOP 16 LAW FIRM MARKETING TRENDS

At some point in the past decade, SEO became synonymous with online

attorney marketing. But while search engine optimization is certainly a huge

piece of the picture, it should not be the one and only focus of your marketing

strategy. In fact, by putting all of your eggs in the SEO basket, you are giving

the edge to the competition and taking a very big risk.

Why shouldn’t you focus 100 percent of your attention (or even 80 percent

of your attention) on SEO and Google?

Trying to appease Google (or any search engine) can backfire when they

change their algorithm for ranking pages. And they change it often.

Getting blacklisted by a search engine can mean losing a large chunk of

your traffic, whether or not you deserve to be punished.

Ignoring other sources of website traffic means ignoring a lot of great

leads and a lot of great potential clients.

Diversifying can strengthen your online brand and your online presence.

THREE QUICK TIPS FOR DIVERSIFYING YOUR WEB TRAFFIC:

Make some smart advertising moves.

Many law firms still balk at spending money on online advertising, but it’s

more than a great idea if it works! If pages like Yelp, FindLaw, SuperPages, and

AVVO are ranking high in your market in Google, there is no reason not to try

advertising on them. If you don’t see returns, you can stop, alter your ads, or

try something new. Also, don’t disregard the targeted, paid advertising

opportunities on social media platforms like LinkedIn and Facebook.

Be consistent with your social media marketing.

Speaking of social media, it is entirely worth your time and effort to

consistently post to your social media platforms. Although Facebook and

Twitter will continue to be the two most important social media outlets for

business in 2016, don’t be afraid to think outside the box. For example,

businesses have been finding success with newer platforms like Instagram

and Periscope. Not only do these sites offer different ways to market your

legal services, many of your competitors aren’t utilizing them yet.

Don’t forget offline marketing in your community.

Not only are law firms too focused on SEO, they are also too focused on

online marketing. Never forget the importance of local, offline marketing. Not

only does it help you connect with people face to face, it also promotes your

online marketing in ways you might not realize. Start the New Year by offering

a local scholarship, connecting with a local non-profit, educating your

community, or offering local talks.

“IF YOUR ENTIRE ATTORNEY MARKETING STRATEGY IS CENTERED ON

SEO, THEN YOU ARE GIVING THE SEARCH ENGINES ALL OF THE POWER –

AND YOU ARE ULTIMATELY AT THEIR MERCY.”

page 2

1. DIVERSIFY OR DIE

Page 5: 2016: TOP 16 LAW FIRM MARKETING TRENDS

At some point in the past decade, SEO became synonymous with online

attorney marketing. But while search engine optimization is certainly a huge

piece of the picture, it should not be the one and only focus of your marketing

strategy. In fact, by putting all of your eggs in the SEO basket, you are giving

the edge to the competition and taking a very big risk.

Why shouldn’t you focus 100 percent of your attention (or even 80 percent

of your attention) on SEO and Google?

Trying to appease Google (or any search engine) can backfire when they

change their algorithm for ranking pages. And they change it often.

Getting blacklisted by a search engine can mean losing a large chunk of

your traffic, whether or not you deserve to be punished.

Ignoring other sources of website traffic means ignoring a lot of great

leads and a lot of great potential clients.

Diversifying can strengthen your online brand and your online presence.

THREE QUICK TIPS FOR DIVERSIFYING YOUR WEB TRAFFIC:

Make some smart advertising moves.

Many law firms still balk at spending money on online advertising, but it’s

more than a great idea if it works! If pages like Yelp, FindLaw, SuperPages, and

AVVO are ranking high in your market in Google, there is no reason not to try

advertising on them. If you don’t see returns, you can stop, alter your ads, or

try something new. Also, don’t disregard the targeted, paid advertising

opportunities on social media platforms like LinkedIn and Facebook.

Be consistent with your social media marketing.

Speaking of social media, it is entirely worth your time and effort to

consistently post to your social media platforms. Although Facebook and

Twitter will continue to be the two most important social media outlets for

business in 2016, don’t be afraid to think outside the box. For example,

businesses have been finding success with newer platforms like Instagram

and Periscope. Not only do these sites offer different ways to market your

legal services, many of your competitors aren’t utilizing them yet.

Don’t forget offline marketing in your community.

Not only are law firms too focused on SEO, they are also too focused on

online marketing. Never forget the importance of local, offline marketing. Not

only does it help you connect with people face to face, it also promotes your

online marketing in ways you might not realize. Start the New Year by offering

a local scholarship, connecting with a local non-profit, educating your

community, or offering local talks.

“IF YOUR ENTIRE ATTORNEY MARKETING STRATEGY IS CENTERED ON

SEO, THEN YOU ARE GIVING THE SEARCH ENGINES ALL OF THE POWER –

AND YOU ARE ULTIMATELY AT THEIR MERCY.”

page 3

Page 6: 2016: TOP 16 LAW FIRM MARKETING TRENDS

At some point in the past decade, SEO became synonymous with online

attorney marketing. But while search engine optimization is certainly a huge

piece of the picture, it should not be the one and only focus of your marketing

strategy. In fact, by putting all of your eggs in the SEO basket, you are giving

the edge to the competition and taking a very big risk.

Why shouldn’t you focus 100 percent of your attention (or even 80 percent

of your attention) on SEO and Google?

Trying to appease Google (or any search engine) can backfire when they

change their algorithm for ranking pages. And they change it often.

Getting blacklisted by a search engine can mean losing a large chunk of

your traffic, whether or not you deserve to be punished.

Ignoring other sources of website traffic means ignoring a lot of great

leads and a lot of great potential clients.

Diversifying can strengthen your online brand and your online presence.

THREE QUICK TIPS FOR DIVERSIFYING YOUR WEB TRAFFIC:

Make some smart advertising moves.

Many law firms still balk at spending money on online advertising, but it’s

more than a great idea if it works! If pages like Yelp, FindLaw, SuperPages, and

AVVO are ranking high in your market in Google, there is no reason not to try

advertising on them. If you don’t see returns, you can stop, alter your ads, or

try something new. Also, don’t disregard the targeted, paid advertising

opportunities on social media platforms like LinkedIn and Facebook.

Be consistent with your social media marketing.

Speaking of social media, it is entirely worth your time and effort to

consistently post to your social media platforms. Although Facebook and

Twitter will continue to be the two most important social media outlets for

business in 2016, don’t be afraid to think outside the box. For example,

businesses have been finding success with newer platforms like Instagram

and Periscope. Not only do these sites offer different ways to market your

legal services, many of your competitors aren’t utilizing them yet.

Don’t forget offline marketing in your community.

Not only are law firms too focused on SEO, they are also too focused on

online marketing. Never forget the importance of local, offline marketing. Not

only does it help you connect with people face to face, it also promotes your

online marketing in ways you might not realize. Start the New Year by offering

a local scholarship, connecting with a local non-profit, educating your

community, or offering local talks.

“IF YOUR ENTIRE ATTORNEY MARKETING STRATEGY IS CENTERED ON

SEO, THEN YOU ARE GIVING THE SEARCH ENGINES ALL OF THE POWER –

AND YOU ARE ULTIMATELY AT THEIR MERCY.”

page 4

There are two very important statistics you need to know in order to fully

grasp the importance of collecting positive online reviews:

The most popular way that people find an attorney today is through

referrals. An estimated 46 percent of people ask a friend, family member, or

lawyer acquaintance for suggestions when looking for legal help.

A staggering 88 percent of people trust online reviews just as much as a

personal referral from a friend or family member.

In short, online reviews are not only a true and trusted way to find ideal

clients, they are something you need to assume your potential clients will

read before they agree to work with you. Yet many law firms don’t actively

make any organized effort to collect solid, heartfelt reviews or to manage the

reviews they’ve already received. You should be focusing on your online

reviews on:

AVVO

Google

Facebook

Yelp

THREE QUICK TIPS FOR ONLINE REVIEWS:

Make personal requests to your core base of past clients.

Chances are you have at least a few clients who think the world of you. These

are the clients who wrote you personalized thank you notes and those who

still send you Christmas cards. This is the time to call those clients personally

and ask a favor. Could they take a few minutes of their time to tell the world

what they’ve already told you? You will be surprised how many will

enthusiastically say yes.

Respond to all negative reviews.

Although you might find them easier to ignore, it is imperative to respond to

all negative online reviews – and without getting defensive or mean. Choose a

time when you are feeling calm and magnanimous to patiently and warmly

write personal responses that explain the poor review and make you look

compassionate, understanding, and a true authority in your field. People

understand that there are bad clients just like they are bad lawyers. If you

write a measured response, it can completely cancel out the effect of the bad

review.

Set up a review page on your website.

One key way to increase your number of reviews is to make the process of

reviewing your firm as easy as possible for past clients. Set up a review page

on your website that kindly asks for reviews and that links directly to the

attorney review form on various sites (Yelp, AVVO, etc.). You can easily link to

this page from other places, including blog posts, social media posts, emails,

and newsletters.

“NINETY PERCENT OF CONSUMERS SAY THAT ONLINE REVIEWS AFFECT

THEIR PURCHASING DECISION.”

2. MORE EFFORT WILL GO INTO ACQUIRING ONLINE REVIEWS

Page 7: 2016: TOP 16 LAW FIRM MARKETING TRENDS

There are two very important statistics you need to know in order to fully

grasp the importance of collecting positive online reviews:

The most popular way that people find an attorney today is through

referrals. An estimated 46 percent of people ask a friend, family member, or

lawyer acquaintance for suggestions when looking for legal help.

A staggering 88 percent of people trust online reviews just as much as a

personal referral from a friend or family member.

In short, online reviews are not only a true and trusted way to find ideal

clients, they are something you need to assume your potential clients will

read before they agree to work with you. Yet many law firms don’t actively

make any organized effort to collect solid, heartfelt reviews or to manage the

reviews they’ve already received. You should be focusing on your online

reviews on:

AVVO

Google

Facebook

Yelp

THREE QUICK TIPS FOR ONLINE REVIEWS:

Make personal requests to your core base of past clients.

Chances are you have at least a few clients who think the world of you. These

are the clients who wrote you personalized thank you notes and those who

still send you Christmas cards. This is the time to call those clients personally

and ask a favor. Could they take a few minutes of their time to tell the world

what they’ve already told you? You will be surprised how many will

enthusiastically say yes.

Respond to all negative reviews.

Although you might find them easier to ignore, it is imperative to respond to

all negative online reviews – and without getting defensive or mean. Choose a

time when you are feeling calm and magnanimous to patiently and warmly

write personal responses that explain the poor review and make you look

compassionate, understanding, and a true authority in your field. People

understand that there are bad clients just like they are bad lawyers. If you

write a measured response, it can completely cancel out the effect of the bad

review.

Set up a review page on your website.

One key way to increase your number of reviews is to make the process of

reviewing your firm as easy as possible for past clients. Set up a review page

on your website that kindly asks for reviews and that links directly to the

attorney review form on various sites (Yelp, AVVO, etc.). You can easily link to

this page from other places, including blog posts, social media posts, emails,

and newsletters.

“NINETY PERCENT OF CONSUMERS SAY THAT ONLINE REVIEWS AFFECT

THEIR PURCHASING DECISION.”

page 5

Page 8: 2016: TOP 16 LAW FIRM MARKETING TRENDS

Here’s a wake-up call: We are far beyond the time when it was good enough

just to have a nice-looking website and a Google Adwords budget. Every firm

in town that matters has those things now. In this new era, you need to look

at the big picture and spend time figuring out the answers to two very basic

questions:

Why should a client choose me instead of the guy next door?

What really makes our firm special and different?

Before you do your next big website redesign. Before you launch that next

campaign. Before you sit down and eat breakfast, you need to formulate and

outline your firm’s unique selling proposition.

What is a unique selling proposition? Very simply, it’s the thing that makes

your business stand out to potential clients from everyone else in the

business. Maybe your services cost less. Maybe you have more experience

than anyone else in the area. Maybe your customer service is off the charts.

Whatever that one special thing is, you are the only one to do it or you

absolutely do it best.

To succeed, especially in crowded fields, having a smart, clear USP will be key

in 2016.

THREE QUICK TIPS ON UNIQUE SELLING PROPOSITIONS:

Interview a few past clients. Determining a great USP means stepping into

your clients’ shoes and understanding their needs. Your USP should solve

their problem, speak to their concerns, and offer them exactly what they are

looking for. Read your online reviews or, even better, call up a few past clients

and ask them why they thought their experience with your firm was so

special.

Focus on your passions. We have found time and time again that an attorney’s

USP is intimately tied with their passions, their story, and why they do what

they do. If you develop your USP around your passions and your mission, it

will not only ring true to clients, it will be easy for you to endorse with

enthusiasm.

Make your USP clear and concise. You don’t want your USP to involve a lot of

explanation. In fact, you only have a few seconds to convey it to people who

are considering your law office. Think of ways that you can capture it in a few

words, or, at most, a single sentence. Think of ways you can develop it into

different types of media with the same theme: a tagline, a logo, or a single

image.

“CONVINCING PEOPLE THAT YOU ARE GREAT WILL GET YOU A FEW

NEW CLIENTS. CONVINCING PEOPLE THAT YOU ARE DIFFERENT AND

BETTER THAN EVERYONE ELSE WILL GET YOU YOUR COMPETITION’S

CLIENTS, TOO.”

3. FIRMS WILL STEP BACK AND REANALYZE THEIR UNIQUE SELLING PROPOSITION (USP)

page 6

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Here’s a wake-up call: We are far beyond the time when it was good enough

just to have a nice-looking website and a Google Adwords budget. Every firm

in town that matters has those things now. In this new era, you need to look

at the big picture and spend time figuring out the answers to two very basic

questions:

Why should a client choose me instead of the guy next door?

What really makes our firm special and different?

Before you do your next big website redesign. Before you launch that next

campaign. Before you sit down and eat breakfast, you need to formulate and

outline your firm’s unique selling proposition.

What is a unique selling proposition? Very simply, it’s the thing that makes

your business stand out to potential clients from everyone else in the

business. Maybe your services cost less. Maybe you have more experience

than anyone else in the area. Maybe your customer service is off the charts.

Whatever that one special thing is, you are the only one to do it or you

absolutely do it best.

To succeed, especially in crowded fields, having a smart, clear USP will be key

in 2016.

THREE QUICK TIPS ON UNIQUE SELLING PROPOSITIONS:

Interview a few past clients. Determining a great USP means stepping into

your clients’ shoes and understanding their needs. Your USP should solve

their problem, speak to their concerns, and offer them exactly what they are

looking for. Read your online reviews or, even better, call up a few past clients

and ask them why they thought their experience with your firm was so

special.

Focus on your passions. We have found time and time again that an attorney’s

USP is intimately tied with their passions, their story, and why they do what

they do. If you develop your USP around your passions and your mission, it

will not only ring true to clients, it will be easy for you to endorse with

enthusiasm.

Make your USP clear and concise. You don’t want your USP to involve a lot of

explanation. In fact, you only have a few seconds to convey it to people who

are considering your law office. Think of ways that you can capture it in a few

words, or, at most, a single sentence. Think of ways you can develop it into

different types of media with the same theme: a tagline, a logo, or a single

image.

“CONVINCING PEOPLE THAT YOU ARE GREAT WILL GET YOU A FEW

NEW CLIENTS. CONVINCING PEOPLE THAT YOU ARE DIFFERENT AND

BETTER THAN EVERYONE ELSE WILL GET YOU YOUR COMPETITION’S

CLIENTS, TOO.”

page 7

Page 10: 2016: TOP 16 LAW FIRM MARKETING TRENDS

4. SEO CHANGES WILL PUT USER EXPERIENCE FRONT AND CENTER

Search engine optimization has gone through many phases throughout the

last decade: a focus on single keywords, a focus on landing the #1 spot on

Google, a focus on content. This year’s evolution is all about user experience;

that is, giving the user exactly what they are looking for and as quickly as

possible. Putting effort into a stellar user experience won’t just make your

users happy, it will also improve your SEO, your click through rate, and your

bounce rate.

What is user experience? Often called UX, user experience is simply the way

that someone encounters your website (or any service or product). Users are

looking for sites that are easy to navigate, pleasingly designed, and filled with

the information they need.

THREE QUICK TIPS FOR DIVERSIFYING YOUR WEB TRAFFIC:

Invest in some A/B Testing.

A/B testing is a simple and cost-efficient way to determine what content and

design combinations work best to encourage clicks or lengthen website visits.

For example, simply changing a title, revising a call to action, or changing the

color scheme on your homepage can improve UX and increase your

conversion rate.

Don’t skimp on design.

At the heart of user experience is great design that allows your users to

navigate your website quickly and confidently. Invest in high-quality design,

test its success, and be sure to update your design every few years to keep up

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with the latest trends and innovations.

Get to know your user!

Do not just focus on content and design and forget to really try to understand

your user in the first place. What are your ideal users like? How old are they?

What do they want and need? Answer these questions by interviewing users,

creating user personas, and asking yourself what kind of client you wish to

attract.

“EVERY TIME YOU UPDATE YOUR WEBSITE, ASK YOURSELF IF EACH

CHANGE WILL MAKE IT EASIER FOR YOUR USERS TO SOLVE THEIR

PROBLEM OR ACCOMPLISH THEIR GOAL.”

page 9

Page 12: 2016: TOP 16 LAW FIRM MARKETING TRENDS

5. SOCIAL MEDIA WILL CONTINUE TO BE MANDATORY (AND CONTINUE TO EVOLVE)

It’s safe to say that social media is no passing marketing trend. In fact, it

should be a large and important aspect of both your online and your offline

marketing efforts. However, although social media marketing itself is nothing

new, there are several trends within social media marketing that are import-

ant to know and understand in 2016.

Social Media is all about realizing trends and getting a head start on taking

advantage of them before your competitors. No knows when a post will

become viral or who will have the next viral post, but you need to know how

to respond quickly and intelligently when something relatable to your market

or your specialty makes its way into the news and onto your feed.

THREE QUICK TIPS FOR DIVERSIFYING YOUR WEB TRAFFIC:

A few new social media apps are picking up steam.

There are major advantages to getting involved in new social media apps that

will grow into the next big thing or that will expose you to new audiences in

new ways. Just be sure to choose wisely. One app we’ve noticed recently is

Periscope, a live streaming service that allows users to see the world through

another person’s eyes. Law firms that want to take advantage of this app early

can stream anything straight to their users - from an FAQ session to a com-

pany party.

A few social media sites aren’t useful for attorneys.

There are literally hundreds of social media platforms. Being involved in as

many as possible is a poor way to invest your time, money, and effort. Even

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some of the biggest and most noteworthy sites don’t get great returns for law

firms. For example, while LinkedIn is a popular choice for finding a new job or

networking within your industry, depending on your niche, it may not be ideal

for finding new legal clients. Likewise, Google+ is nowhere near as useful as

its counterpart, Google MyBusiness.

There are two social media platforms that are never going away.

If you aren’t using Facebook and Twitter to promote your law firm, you are

wasting opportunities and ignoring the research. Facebook is still by far the

most important social media platform when it comes to law firms, but Twitter

isn’t too far behind. Both sites spend considerable energy making their sites

searchable for users and profitable for businesses that wish to advertise to

target markets. While Facebook is great for paid advertising, expect Twitter

to continue making jumps to expand its advertising capabilities in the next

year.

“SOCIAL MEDIA IS THE BEST WAY TO SHARE YOUR HIGH-QUALITY

CONTENT, THE BEST WAY TO STAY CONNECTED TO FORMER CLIENTS,

AND THE BEST WAY TO EXPAND YOUR AUDIENCE.”

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6. LAW FIRM WEB DESIGN WILL BE CROWNED QUEEN

You’ve probably heard the online marketing phrase, “Content is king.” Content,

after all, is what users are looking for and what search engines use, in large

part, to determine page rank.

But while content may continue to reign, 2016 will be all about how the king

can’t reign alone. He needs a queen by his side, and that queen is design.

Here’s a quick history lesson: We used to expect high web traffic to immedi-

ately translate into more leads. But, in the face of increasing competition, it is

no longer good enough for your law firm to simply rank well on search en-

gines websites. What really generates leads in this new world is your conver-

sion rate once visitors are already on your site. A large part of what deter-

mines your conversion rate is how well your content and design work togeth-

er to deliver your sales pitch. King and Queen, side by side.

Making that sales pitch in person can seem pretty tough, but making that

sales pitch through your website may be an even greater challenge. Here’s

why:

You’re being judged through a digital screen.

You can’t portray confidence through a firm handshake or engaging eye con-

tact, and you can’t express sympathy through your actions. Your means of

communication has been boiled down to visually presenting words and pic-

tures in the best way possible.

You’re being regularly and directly compared to your competitors.

Your prospective clients are smart enough to know that they should check

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out at least the top three lawyers or law firms that ranked with you in the

search results. Very few people are simply picking the number one search

result and then picking up the phone.

You only have 20 seconds or less to make a first impression that counts.

On average, studies show that your visitors will only be looking at your home

page for 20 to 50 seconds. Considering that users can easily close your site

and look at your competitor's sites, our humble guess is that it is usually

closer to 20. What are you going to show your visitors in just 20 seconds?

In short, your homepage content must be concise, captivating, and memora-

ble. But no matter how effective your content is, your page can’t just be text

only. This is why design is queen and this is where we expect to see a lot of

progress across the board in the law firm website industry this year.

THREE QUICK TIPS ON PAIRING ATTORNEY WEB DESIGN AND CONTENT:

Think long and hard about your content’s purpose.

Content is not something that should simply fill in hole. It’s also not some-

thing that can or should stand alone. Content should work hand-in-hand with

the design, creating an optimal user experience. Each time you insert content

into your design, or design around a piece of content, think about why your

user needs this content and what its true function is.

Prioritize your content in terms of where it should appear in the page.

What content first catches your user’s eye? What content will appear “above

the fold” – on the screen before the user needs to scroll down? Most impor-

tantly, what content will encourage your reader to click on a different page or

page 12

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reach out to your law office? Design can help you answer all of these ques-

tions.

Use words sparingly.

When it comes to content and design, quality always wins over quantity.

Users do not want to read long, dense paragraphs of text. Make sure that your

content is as clear and concise as possible and make sure your design only

adds to the clarity of the content.

“DESIGN IS NOT JUST WHAT IT LOOKS LIKE AND FEELS LIKE. DESIGN IS

ABOUT HOW ALL THE PARTS WORK TOGETHER TO REACH YOUR

SPECIFIC GOALS”

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7. ATTORNEYS WILL DISCOVER THE IMPORTANCE OF PAST CLIENT RELATIONSHIP MANAGEMENT

For most of the law firms we work with, between 30 and 50 percent of their

new clients come from referrals from old clients. This is an absolutely huge

number, but many lawyers do not spend enough time tending to relationships

with past clients. It’s a big, costly mistake.

Think of your past clients as your fan base and your free advertisers: they al-

ready know your name. They are familiar with what you do and how you do it.

They have worked with you and gotten great results. Most importantly, their

friends and family will trust them when they are asked if they know any attor-

neys. You want to keep in contact with them for four main reasons:

You want them to continue to remember your name and your face.

You want them to see you as a top authority in your field.

You want them to feel like you are in their friend network.

You want them to continue to feel like you are on their side.

In the past, client relationship management has been pretty bleak. Perhaps

you send out a generic holiday card in December and maybe a quarterly

newsletter if you really have your act together. In 2016, client relationship

management is going to reach a new level that includes social media, commu-

nity involvement, and maybe even a few handwritten thank you notes.

THREE QUICK TIPS ON ENGAGING WITH PAST CLIENTS:

Pull your past clients into a community.

While it is great to reach out to past clients individually, and while a thank you

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card will always be a kind gesture, it is also extremely effective to create a

community of past clients. Consider creating a closed group on Facebook for

your clients or having an annual party where everyone is invited and can

mingle. Or add a client spotlight to your regular newsletter so that your cli-

ents can familiarize themselves with each other.

Ask them for help and advice.

Attorneys often have the misconception that they should not bother past cli-

ents for favors. However, just as in any relationship, many people enjoy lend-

ing a helping hand, and many people see it as a way to deepen a bond. Con-

nect with your clients by asking them to leave reviews, take surveys about

their experience, or give their opinion on your new website. The ones that

help will feel closer to your firm than ever before.

Harness the full power of social media.

Becoming friends with past clients on social media means becoming part of

their daily lives. Over half of all Facebook users log into their accounts at least

once each day. Take advantage of this and make sure that your law firm is

something that they can see online and interact with each day.

“TREAT YOUR CUSTOMER RELATIONSHIPS LIKE ANY OTHER

RELATIONSHIP IN YOUR LIFE: LISTEN TO THEM, TAKE THEIR CRITICISM

SERIOUSLY, AND GIVE THEM THE TIME AND ATTENTION THAT THEY

DESERVE.”

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Attorneys invest a very significant amount of money toward their online and

offline marketing efforts. All of these marketing dollars have a singular goal:

getting ideal clients to pick up their phone and call their office. However, far

too many marketing plans stop there. They assume that once a person calls

their office, everything will go smoothly, and the client will quickly and easily

be in their office for a consultation. However, this is often very far from the

case.

Too often, when a potential client calls your office, the receptionists or cus-

tomer service agents who pick up the phone are untrained, poorly trained, or

overstressed. A client with the perfect case for you might be faced with:

A receptionist who sounds distracted, unfriendly, or bored.

A receptionist who forgets the potential client’s name or why they called.

A receptionist who doesn’t know how to connect the client with an

attorney or set up a consultation.

A receptionist who doesn’t follow up.

A receptionist who takes too long to pick up the phone – or who doesn’t

pick up at all.

When an ideal client gets all the way to the phone call but then gives up their

interest in working with you, every marketing dollar that you’ve spent up to

that point has been wasted. When someone has a bad experience calling your

law office, it doesn’t just end in a lost client, it could also end in a bad review

and a bad reputation.

8. LAW FIRMS WILL LEARN HOW TO ANSWERTHEIR PHONES

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In 2016, take a long hard look at what happens when a client calls your office.

Who answers the phone? What do they say? How do they help? What happens

after hours? Answering these questions will ensure that every time your

marketing efforts result in a phone call, the phone call doesn’t result in a dead

end.

THREE QUICK TIPS FOR ANSWERING THE PHONE:

Write a script.

Make sure that anyone who is answering your phone knows what they need

to do, how they need to act, and what information should be collected. Having

a script or manual for all of your receptionists and employees ensures that

they know the protocol and that the potential client receives all of the

information they need. Your manual can include everything from teaching

your receptionists how to match your client’s tone to teaching them how to

collect a potential client’s contact information.

Always answer the phone.

Here’s some hard news: if an ideal client gets an answering machine (or no

answer at all) when he or she calls, they will probably hang up and try to call a

competitor. Outside of office hours, consider having a service answer your

calls, or direct office calls to your mobile phone (or the mobile phone of

someone else in the office).

Track and monitor your calls.

Don’t assume that your system is working or that you don’t have issues with

answering your office phone. Recording your calls can help you determine

areas that need improvement and help you find problems with your current

system. These recordings can also be invaluable learning tools that you can

share with your receptionists.

“DON’T FORGET THAT YOU AREN’T JUST MARKETING, YOU ARE

REACHING OUT TO REAL, FEELING HUMANS. THIS IS NEVER MORE TRUE

THAN WHEN THE PEOPLE PICK UP THE PHONE, CALL YOUR OFFICE,

AND ASK FOR HELP.”

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page 18

In 2016, take a long hard look at what happens when a client calls your office.

Who answers the phone? What do they say? How do they help? What happens

after hours? Answering these questions will ensure that every time your

marketing efforts result in a phone call, the phone call doesn’t result in a dead

end.

THREE QUICK TIPS FOR ANSWERING THE PHONE:

Write a script.

Make sure that anyone who is answering your phone knows what they need

to do, how they need to act, and what information should be collected. Having

a script or manual for all of your receptionists and employees ensures that

they know the protocol and that the potential client receives all of the

information they need. Your manual can include everything from teaching

your receptionists how to match your client’s tone to teaching them how to

collect a potential client’s contact information.

Always answer the phone.

Here’s some hard news: if an ideal client gets an answering machine (or no

answer at all) when he or she calls, they will probably hang up and try to call a

competitor. Outside of office hours, consider having a service answer your

calls, or direct office calls to your mobile phone (or the mobile phone of

someone else in the office).

Track and monitor your calls.

Don’t assume that your system is working or that you don’t have issues with

answering your office phone. Recording your calls can help you determine

areas that need improvement and help you find problems with your current

system. These recordings can also be invaluable learning tools that you can

share with your receptionists.

“DON’T FORGET THAT YOU AREN’T JUST MARKETING, YOU ARE

REACHING OUT TO REAL, FEELING HUMANS. THIS IS NEVER MORE TRUE

THAN WHEN THE PEOPLE PICK UP THE PHONE, CALL YOUR OFFICE,

AND ASK FOR HELP.”

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In 2016, take a long hard look at what happens when a client calls your office.

Who answers the phone? What do they say? How do they help? What happens

after hours? Answering these questions will ensure that every time your

marketing efforts result in a phone call, the phone call doesn’t result in a dead

end.

THREE QUICK TIPS FOR ANSWERING THE PHONE:

Write a script.

Make sure that anyone who is answering your phone knows what they need

to do, how they need to act, and what information should be collected. Having

a script or manual for all of your receptionists and employees ensures that

they know the protocol and that the potential client receives all of the

information they need. Your manual can include everything from teaching

your receptionists how to match your client’s tone to teaching them how to

collect a potential client’s contact information.

Always answer the phone.

Here’s some hard news: if an ideal client gets an answering machine (or no

answer at all) when he or she calls, they will probably hang up and try to call a

competitor. Outside of office hours, consider having a service answer your

calls, or direct office calls to your mobile phone (or the mobile phone of

someone else in the office).

Track and monitor your calls.

Don’t assume that your system is working or that you don’t have issues with

answering your office phone. Recording your calls can help you determine

areas that need improvement and help you find problems with your current

system. These recordings can also be invaluable learning tools that you can

share with your receptionists.

page 19

“DON’T FORGET THAT YOU AREN’T JUST MARKETING, YOU ARE

REACHING OUT TO REAL, FEELING HUMANS. THIS IS NEVER MORE TRUE

THAN WHEN THE PEOPLE PICK UP THE PHONE, CALL YOUR OFFICE,

AND ASK FOR HELP.”

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Organic links are one of the best-known ways to improve your SEO and in-

crease website traffic. They are also the most difficult links to acquire, espe-

cially if you are seeking links from high-authority websites like news sources,

non-profits, and educational organizations.

The secret to snagging these links might at first seem counterintuitive, but it

works. You need to go offline and go local. While directory listings and guest

posts will help, the very best links – and the very best exposure – will come

from reaching out to your community offline.

THREE QUICK TIPS ON BUILDING LOCAL LINKS:

Create a local scholarship.

Offering a scholarship based on an essay contest is an excellent way to

connect with the community and have a positive effect on a few deserving

students. Pick a theme that fits your firm best (veterans, single moms, those

with disabilities) and get the word out to all local colleges and universities.

Not only will you be a positive force in your local community, you will also get

lots of well-deserved links, including news outlet links and .edu links.

Pick a great cause in your community.

Working with local non-profits is not only helping build and grow the

community where you live, it also helps both your online and offline

marketing efforts. Sponsoring or running charity events allows you to connect

with others, grow your reputation, and get those tough local links. Be sure to

pick a cause that is meaningful to you, and be sure to get the entire office

9. LAWYERS WILL TAKE LOCAL LINK BUILDING OFFLINE (WHERE IT BELONGS)

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involved, whether you are running a 5K, throwing a benefit, or collecting toys

for needy kids.

Create mini-communities.

Forming groups within the larger community is a great idea, especially if your

law offices are located in a big city. Consider forming a meet-up group for

people who may be your ideal client or creating a group that educates the

community about an issue related to one of your practice areas. For example,

if you help small businesses, consider creating a group for local

entrepreneurs. If you are a personal injury attorney, consider starting a group

that fights against distracted driving.

“YOUR STRONGEST AND BEST ONLINE LINKS WILL ALWAYS COME FROM

REAL RELATIONSHIPS THAT YOU NURTURE OFFLINE IN YOUR LOCAL

COMMUNITY.”

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Creating unique, high-quality, and educational content is one of the most im-

portant tasks on your list if you want to find success online as an attorney or

law firm. But not all types of content are created equal. If you look around at

the competition, you might notice that everyone has a lot of the same pages,

and they are all very vague:

Do I have a case?

Do I need an attorney?

Free consultation!

The real challenge to creating meaningful content is anticipating what your

ideal user is going to type into a search engine when they are looking for your

legal services. The next real challenge is creating legal content that includes

those keywords while still offering concise, accurate, and easy-to-read infor-

mation that gets the client exactly what he or she needs.

At the same time, attorneys should keep in mind that they are writing content

for an audience that is limited in two different ways: they only want people in

a specific area to contact them (whether a certain city, a certain state, a cer-

tain region, or a certain country) and they only want people with specific legal

needs to contact them. In order to find these readers, each piece of content

should be optimized keeping geography and practice area in mind.

THREE QUICK TIPS FOR CREATING TARGETED LEGAL WEB CONTENT:

Create city pages.

Every attorney website should have a separate page of content for each

10. LEGAL CONTENT WILL VEER TOWARD SPECIFIC,TARGETED, AND GEO-FOCUSED PAGES

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geographic area that it is targeting. These pages of content could be a number

of different cities, a number of different states, or a number of different

neighborhoods within a big city. These pages keep in mind that almost

everyone who searches for an attorney will also include their location in their

search (for example, New York attorney, NYC lawyer, or Long Island City

lawyer). Treat each of these geo-pages as a landing page: share what is most

important about your law firm as well as what is most important about the

city, state, or neighborhood you are focusing on.

Create practice area pages.

The more specific practice area pages you have, the more likely that potential

clients will find your legal services when they search for an attorney on

search engines like Google or Bing. Many attorneys make the mistake of only

thinking in large, sweeping categories, like bankruptcy attorney. To truly

optimize your site, you should have a number of sub practice area pages

stemming from that major page, such as chapter 7 bankruptcy attorney,

chapter 11 bankruptcy attorney, personal bankruptcy attorney, business

bankruptcy attorney, and foreclosure attorney.

Cover relevant local news.

Covering local current events related to your practice areas in a news or blog

section of your website is an excellent way to create targeted, local content.

For example, if you are a workers’ compensation attorney, you should cover

news items related to recent on-the-job accidents in your area, work safety

regulations, and lawsuits involving worker injuries. These stories always

contain lots of location-based keywords and practice-area related keywords.

In addition, they make certain you are updating your website regularly with

fresh content.

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“WRITING SPECIFICALLY TARGETED CONTENT NOT ONLY ATTRACTS

YOUR IDEAL CLIENT, IT ALSO WORKS AGAINST GETTING UN-TARGETED

WEB TRAFFIC THAT COULD HARM YOUR BOUNCE RATE.”

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page 25

Directory listing optimization is not a glamorous task, but it is a necessary

one for attorneys who are serious about a diverse, organic online marketing

strategy. Not only do many people still seek businesses through online

directories, the recent Google Penguin update has made directories like

Yellow Pages, AVVO, FindLaw, Yelp, and Lawyers.com more visible and more

important. In addition, the rising popularity of voice searches, such as Apple’s

Siri, often use information from Yelp when suggesting businesses to users.

What are the major benefits to listing your law firm on online directories?

It’s a free way to advertise your law firm.

It often involves a good, organic link back to your website.

It can help with your voice search optimization.

It increases your web presence.

It strengthens your brand.

It can be difficult to see the positive effects of listing your law office in

directories online, especially because the process itself can be frustrating.

However, not listing your business on these directories – and keeping the

listings updated – will have a significant negative impact on your web

presence, especially in 2016.

THREE QUICK TIPS ON BUILDING LOCAL LINKS:

Target local and legal directories.

After you hit the big directories, like Yellow Pages, SuperPages, and Yelp,

make absolutely certain that you don’t forget the biggest directories in your

11. THE NEW YELLOW PAGES: ATTORNEYS WILLADOPT DIRECTORY LISTING OPTIMIZATION

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industry and the biggest directories in your local community. Attorneys

should focus on directories like FindLaw, Justia, Lawyers.com, Nolo, and

AVVO. For local directories, start with your city’s chamber of commerce and

work from there.

Don’t worry about every directory.

While online directories are important to your marketing strategy, it is a big

mistake to spend your time getting on every directory that exists on the

Internet. Many of these directories are not worth your time and some

directories that require payment are little more than scams. The best strategy

is to make a spreadsheet of a reasonable number of well-respected directories

and focus only on those. Check to make sure your listings are updated and

current once a year or whenever you make a big change at your office.

Leave no field un-filled!

In order to make your directory listings as useful as possible for users, and

also in order to reap the full SEO benefits of your listings, make sure that you

fill in all fields, from your office hours to your fax number. It is especially

important to add images and a link to your website. Don’t hesitate to use an

autofill function on your web browser in order to make completing these

forms as fast and painless as possible.

“APPEARING IN ONLINE DIRECTORIES IS NOT GOING TO MAKE A HUGE

IMPACT LIKE PARTNERING WITH A LOCAL CHARITY OR CREATING A

Q&A SERIES ON YOUTUBE, BUT IGNORING ONLINE DIRECTORIES IS

COSTLY.”

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In the past, attorneys and law firms have waited until something bad happens

before they think about their reputation: a bad case, a terrible review, or a

personal issue makes them think about how they appear online and in their

community. Today, though, more lawyers will be taking a proactive approach

to reputation management by making it a regular aspect of their marketing

plan.

The simple truth is that when it comes to reputation management, it could

take thousands of dollars to fix a reputation problem that would have only

taken hundreds of dollars to prevent in the first place.

THREE QUICK TIPS FOR PROACTIVE REPUTATION MANAGEMENT:

Locate negative reviews and pages.

Before you begin working on your future reputation, make certain that your

current reputation doesn’t need bolstering. Even the best attorneys in the

country are subject to negative, unfair, or just plain crazy negative reviews.

When you find a negative review, first determine if it violates any rules of the

review site and can be removed (for example, if the review was written by a

competitor or someone who did not actually use your services). If the review

is not in violation, it is time to swallow your pride and write a response that is

calm, reasonable, and compassionate – even if you can’t tell the whole story

and even if don’t really mean every word of it.

Make sure your story dominates.

Perhaps the best way to bury negative reviews and information on the web is

12. LAWYERS WILL EMBRACE REPUTATION MANAGEMENT – BEFORE THEY NEED IT

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to make sure that the story your brand tells shines more brightly (and takes

up more slots in the search engine results). You can do this through creating

and maintaining an awesome website, encouraging past clients to leave you

reviews, staying active in your community, keeping your blog up to date, and

establishing yourself as an authority in your field.

Use discretion.

Attorneys will always have their face and their name tied directly to their

profession – in fact, it can often be difficult to separate yourself from your

brand. For this reason, it is of the utmost importance to use discretion when

you interact online as well as in your offline personal life. Even actions that

are socially acceptable for a person who is not in the public spotlight can be

problematic for an attorney. Be sure to keep your private social media

accounts – and all other online activity – discrete.

“WHAT WOULD WE FIND IF WE SEARCHED FOR YOUR FIRM’S NAME +

REVIEWS IN GOOGLE? IT’S TIME TO TAKE CONTROL OF THOSE SEARCH

RESULTS THROUGH SMART, PROACTIVE REPUTATION MANAGEMENT

STRATEGIES.”

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In May of 2015, Google announced that more searches now take place on

mobile devices than on desktops and laptops. It was a change that most

marketing experts saw coming and it’s a change that isn’t over yet. This year,

mobile optimization will become more important than desktop optimization –

both when it comes to SEO and when it comes to conversion optimization.

THREE QUICK TIPS FOR MOBILE OPTIMIZATION:

Get on the responsive design bandwagon.

If your website doesn’t have a responsive design, getting one should be the

absolute number one priority in the coming year. Responsive design allows

your website to look great whether it is being viewed on a full-sized screen, a

tablet, or a smartphone. It also allows you to stop worrying about the upkeep

of a separate mobile website. If you don’t have a responsive website, chances

are that it already looks stale and outdated to anyone looking for a lawyer.

Start thinking like a mobile user.

Have you looked at your attorney website on a smartphone? Or tried to

search for and call your office from a mobile device? If you haven’t, do it

today. Finding your firm, navigating your website, and calling your office

should be as easy as falling off a log. If it’s any harder, you need immediate

help. Try gaining insight into testing your mobile website on users,

experimenting with A/B testing, or creating a quick survey for mobile users.

Remember that mobile optimization doesn’t end with your website.

The huge increase in the popularity of smartphones doesn’t just mean that

13. IT’S HERE: MOBILE WILL FINALLY OVERTAKE DESKTOP

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you need a responsive and mobile-friendly website. Smartphones have also

created a ton of new marketing opportunities for attorneys, from creating

useful apps for clients (and potential clients) to making it easy to schedule

video meetings and consultations. When becoming mobile friendly, be sure to

think outside the box.

“WE ARE STILL LEARNING ABOUT HOW MOBILE DEVICES CAN CONNECT

US TO NEW CLIENTS AND EVOLVE ONLINE MARKETING – THINK

OUTSIDE THE BOX AND LET YOUR IMAGINATION RUN WILD.”

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If you think mobile search is the cutting edge of technology, you are already

one step behind. With the advent of the Apple Watch and other small, wear-

able devices, voice search is skyrocketing in popularity. And even those who

don’t use Apple’s electronic personal assistant Siri are using voice search plat-

forms developed by Google and Microsoft.

By embracing and optimizing for voice search, you are not only preparing for

the future of SEO (which is coming up quickly), you are also taking a step that

many of your competitors won’t catch on to quite yet.

How does voice search differ from traditional typed search?

People speak differently than they type.

People are often searching only for quick bits of information.

People are often searching for telephone numbers, addresses, or direc-

tions.

Voice search often provides direct answers instead of links to answers.

Voice search often uses data from local listing websites and social media

websites.

THREE QUICK TIPS FOR OPTIMIZING FOR VOICE SEARCH:

Create content that contains direct answers.

Siri is providing users with more and more “direct answers”: text that appears

on the screen instead of a link that brings users to an outside website. You

can write the content for direct answers simply by creating FAQ pages that

14. PAGING SIRI: THIS WILL BE THE BIG YEAR FORVOICE SEARCH

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answer common questions clearly and concisely. It’s a great way to get users

to your website and a great way to boost your authority and web presence.

Understand rich snippets and structured data.

Rich snippets, also known as structured data, can help you make the most

important information on your page stand out in search results – especially

voice search results. The two most common types of rich data are titles and

meta descriptions, but you can also use structured data to promote your

address, telephone number, business hours, or upcoming events. You can add

structured data to you pages using Google’s Markup Helper.

Polish up your directory listings and social profiles.

Siri doesn’t just pull data from traditional websites. It often relies on

information in local directories like Yelp or social media profiles like

Facebook. This fact is yet another reason that you should regularly update

your profiles across the web, making sure to fill out all fields and provide the

most current information.

“ IN 2015, 41 PERCENT OF ADULTS AND 55 PERCENT OF TEENS USED

VOICE SEARCH AT LEAST ONCE PER DAY. THAT NUMBER IS ONLY GOING

TO GROW.”

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When it comes to page speed, fractions of a second can influence user expe-

rience. In fact, one study found that almost half of all people online expected

a website to load in two seconds or less. Loading in just three seconds was

slow enough for many people to abandon the website altogether and try

somewhere else.

Even if you are willing to risk losing a significant number of website viewers

right off of the bat, a website that loads slowly has a number of other negative

effects that you should consider before taking load speed off of your to-do

list:

Load speed is one of the many factors that search engines use to rank a

page.

Users who abandon your page hurt your bounce rate, which also hurts

SEO.

Having a slow-loading page can hurt your online authority.

Having a slow-loading page can hurt your customer service reputation.

THREE QUICK TIPS FOR MAKING YOUR WEBSITE FASTER:

Find out how fast your website loads right now.

Before you rush into a solution, find out where your website currently stands.

Google has an online resource, Page Speed Online, which analyzes your

website and gives your page a Page Speed Score. Not only will you find out

how fast (or slow) your website is, you will also get a list of fixes, organized by

priority.

15. ALL ATTORNEYS WILL BE WATCHING THEIR PAGE SPEED

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Make your site faster, one fix at a time.

In most cases, a slow load time isn’t due to one issue, it’s due to a lot of

different smaller issues. To speed up your page, tackle problems like these

one at a time: GZIP compression, bad code, unoptimized images, resized

images, uncached pages, and redirects.

Understand that every second counts.

Even extremely large sites – including Google and Amazon – have tried to

trade page speed for an extra feature or two. Both sites found that even a

fraction of a second cost them dearly and that the “better” site was not worth

the users and revenue they lost. More bells and whistles are not always better.

Simple, clean, and lean websites come with higher conversion rates. It’s been

proven time and time again.

“HOW MANY SECONDS IT TAKES FOR YOUR WEBSITE TO LOAD SEEMS

LIKE A LITTLE THING. BUT IN FACT, HAVING A FAST SITE CAN

DETERMINE WHETHER A PERSON EVEN STICKS AROUND TO SEE YOUR

GREAT DESIGN AND CONTENT.”

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16. REAL-TIME GOOGLE PENGUIN WILL LAND, BRINGING LOTS OF LINK PENALTIES

Google Penguin 4.0 is expected to drop at some point before 2016. This re-

al-time algorithm update is designed to punish websites that use black hat

marketing tactics to make it appear that web pages have more backlinks than

they really do. The real-time aspect of this algorithm update will make it so

that pages can recover from penalties quickly if they remove them and that

pages will be penalized almost automatically at the moment bad links are dis-

covered.

If that sounds like a lot of technical talk, we will boil it down for you. If you (or

the SEO company you are using) creates bad links in order to improve your

search results, 2016 will not be the year for you.

THREE QUICK TIPS FOR NAVIGATING PENGUIN 4.0:

Know your SEO expert.

In far too many cases, attorneys don’t practice black hat SEO and black hat

marketing all on their own. More often than not, they put their trust into an

“SEO expert” who doesn’t bother to tell the law office that they are engaging

in sketchy linking practices in order to get results. Make sure that you

develop a relationship with your marketers and that you know exactly what is

taking place behind the curtain in order to get web traffic and conversions.

Locate and destroy bad links.

There are a number of ways to analyze your backlinks online. These tools

allow you to see which websites are pointing to your website and whether any

of the links are of low quality. Look for links that appear in blog comments,

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links that appear on pages irrelevant to your practice, links from low-quality

directories, and links from a website that house spun content.

Focus on the long game.

All Google algorithm updates have one thing in common: they are all geared

toward making it easier for users to find the information that they are looking

for. If you spend your time, thought, and effort on making it easier for

potential clients to find your website, you will be doing exactly what Google

wants, and your website will likely not be effected by Google algorithm

changes down the road. Instead of trying to play the Google SEO game,

simply try to create the best website and online presence possible for your

users. It’s as simple as that.

“IT’S TIME TO FIND EVERY SKETCHY LINK ASSOCIATED WITH YOUR

WEBSITE AND ELIMINATE IT AS SOON AS POSSIBLE.”

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http://GoBlackFin.com

[email protected]

DON’T LET 2016 PASS YOU BY

If you have a question, if you want to learn more about one

of the above trends, or if you need help with your attorney

marketing plan, we are here to help. Reach out to our team

today to find out about the immediate steps that you can

take today to boost your website traffic, improve your SEO,

rev up your offline marketing, and ultimately grow your law

firm.

CONTACT USHow much is a #1 rankingworth to your law firm?