website 1 business law grow your · 1.increases in profits; 2.increases in revenue; 3.replicability...
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LawLytics
Phone: (800) 713- 0161
Email: [email protected]
Website: www.LawLytics.com
GROW YOURBUSINESS LAW WEBSITE
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DAN JAFFE, ATTORNEY & LAWLYTICS CEO
● J.D. - 1998
● Admitted in WA & AZ
● 10 years in private law practice
● Built practices in Seattle & Phoenix
● 100+ jury trials to verdict
● Co-founded LawLytics in 2011
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PRESENTERS
Sophia Oliboni, MSTopic: Design
Rachel Chalot, MSW, JDTopic: Content
Victoria Blute, BATopic: Strategy
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WHAT IS LAWLYTICS?
LawLytics is the leading website system for lawyers who want their marketing to work without wasting time or money.
Unlike full-service marketing companies, our system adapts as the law firm’s needs evolve, so our members don’t overpay.
Unlike do-it-yourself software, our system was built for lawyers, so our members don’t struggle or miss opportunities.
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METRICS THAT MATTER
... for lawyers who want their marketing to work without wasting time or money.
1. Increases in profits;2. Increases in revenue;3. Replicability of 1 and 2 above.
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BUILDING ON YOUR CONTENT
Rachel Chalot, JD, MSWVice President of Content Operations
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ACTING ON DATA YOU’VE COLLECTED
• Be flexible (but not trigger happy) with data
• Allowing data to guide your marketing strategy
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GROWING YOUR ONLINE PRESENCE
Critical Mass ofSubstantiveContentBlogging
SharingContentReputation
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9SUBSTANTIVE PAGES: PRACTICE AREA PAGES
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LOCAL PAGES AND RESOURCE PAGES
• Resource pages can transition into future referral sources
• Reach out to others to make sure you’re maximizing the potential
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BLOGGING
Build aBase
FrequentlyAdd
GetStrategic
COMMON MISTAKES • Disorganized approach
○ Dealing with multiple authors ○ Lack of cohesion / strategy
• Working with SEO companies○ No regulatory body○ Serious ethical violations
• Multiple websites
• Unrealistic Expectations
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LESSONS LEARNED
• Strategic Approach
• Multiple sites (when warranted)
• Realistic Expectations
• Identify and capitalize upon their unique selling proposition
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ADDITIONAL ASSISTANCE
• (800) 713-0161
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DOMINATE BUSINESS LAW: MARCH 30
• Adding various types of collateral
• Expanding the scope of your practice
• Lessons learned from dominant corporate firms / pitfalls to avoid
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DESIGN, SOCIAL MEDIA, & YOUR LAW FIRM
Victoria BluteLawLytics Community Manager
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WEBSITE DESIGN FOR ATTORNEYS
Sophia Oliboni, MSSenior Web Designer
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THE SHAPE OF YOUR LOGO
How do potential clients respond to different logo shapes?
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THE PSYCHOLOGY OF COLORS
How do colors affect the perceptions of your potential clients?
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THE PSYCHOLOGY OF COLORS
Red:• Ambition• Aggression• Power• Success
Red alternatives: carmine, crimson, ruby, scarlet, vermilion
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THE PSYCHOLOGY OF COLORS
Orange:• Action• Assurance• Change• Enthusiasm
Orange alternatives: apricot, carrot, peach, persimmon, tangerine
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THE PSYCHOLOGY OF COLORS
Yellow:• Hope• Happiness• Intelligence• Youth
Yellow alternatives: Canary, citrine, goldenrod, lemon, mustard
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THE PSYCHOLOGY OF COLORS
Green:• Calm• Efficient• Growth• Safety
Green alternatives: Asparagus, forest green, lime green, sea green, olive green
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THE PSYCHOLOGY OF COLORS
Blue:• Relaxation• Communication• Trust• Progress
Blue alternatives: Azure, cerulean, Prussian blue, turquoise, teal
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THE PSYCHOLOGY OF COLORS
Violet:• Luxury• Intelligence• Independence
Violet alternatives: Amethyst, lavender, lilac, plum, purple
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THE PSYCHOLOGY OF COLORS
Brown:• Reliability• Stability• Nature• Humility
Brown alternatives: Bronze, chestnut, ecru, mahogany, taupe
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THE CASE FOR RESPONSIVE SITES
What is the difference between a responsive website and a mobile-friendly website?
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SLIMMING YOUR BUSINESS LAW WEBSITE
● Removing extraneous copy and other heavy elements
● Increasing readability ● Site speed
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REMOVING HEAVY ELEMENTS
For an optimal user experience, everything you put on your website must have a function and purpose.
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INCREASING READABILITY
• Choosing fonts wisely
• Font size and line spacing
• High contrasts
• Shorter lines & paragraphs
• Highlights and lists (bullets)
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THE ROLE OF SITE SPEED
How important is site speed to asuccessful business law web presence?
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SOCIAL MEDIA FROM A DESIGN PERSPECTIVE
• Images• Logos• Consistent branding
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SOCIAL MEDIA STRATEGY
How social media fits into your law firm’s web presence
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WHY DO BUSINESS ATTORNEYS NEED SOCIAL MEDIA?
● Consistency
● Potential clients expect to find you there
● Driving more traffic to your law firm’s website
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WHICH SOCIAL MEDIA DO YOU NEED?
● How to choose your sites wisely
● Three places to start:
○ Facebook○ Twitter○ LinkedIn
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USING SOCIAL MEDIA EFFECTIVELY
● Be selective about your sites
● Drive traffic from social media to your site, not the other way around
● Generate discussions where appropriate
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CONTROLLING YOUR MARKETING
The risks in delegating your social media to a non-lawyer...
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LAWLYTICS’ SOCIAL MEDIA FEATURES
● Associate accounts
● Announce blog posts
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METRICS THAT MATTER
1. Increases in profits;2. Increases in revenue;3. Replicability of 1 and 2 above.
... for lawyers who want their marketing to work without wasting time or money.
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VANITY METRICS (AKA, SEO RED HERRINGS)
• “Scores”• “Hits”• “Clicks”• “Visits”• “Rank”
... see, www.LawLytics.com/SEO
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APPRECIATING ASSETS
• One-time cost or effort.• Long-term or perpetual payout.• Increases overall value of website.• Turns marketing from expense to asset.
... for lawyers who want their marketing to work without wasting time or money.
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GROWTH RISKS
• Misguided efforts.• Deficient execution.• Deficient intake systems or follow through.• Bad targeting.• Unsupportable market.
... for lawyers who want their marketing to work without wasting time or money.
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SOUND SEO STRATEGIES
• Content focused.
• Audience-facing (PNCs, referral sources, influencers).
• Avoid stupid mistakes and snake oil (see… www.LawLytics.com/SEO).
... for lawyers who want their marketing to work without wasting time or money.
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REPUTATION MANAGEMENT
• Getting reviews.
• Displaying reviews.
• Dealing with the negative.
www.LawLytics.com/reputation-management
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LOCAL MARKETING
• Claiming, consolidating and maintaining citations / listings.
• Local content targeting.
... for lawyers who want their marketing to work without wasting time or money.
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PAID ONLINE ATTORNEY ADS
• Directory listings
• Pay-per-click (PPC) search ads
• Targeted online ads
• Remarketing ads
Watch live or recorded webinar: www.LawLytics.com/PPC-ROI
• Go to the source
• The role of middlemen
• Set a baseline and measure
• Have an exit strategy
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THE OPTIMAL TECHNOLOGY STACK
• Revenue generation
• Case management
• Billing
... for lawyers who want their marketing to work without wasting time or money.
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GROWING SMART
Find what works.
Refine it.
Repeat.
