Legal Marketing Archives – Slaw
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Archive for the ‘Legal Marketing’ Columns

Geotargeting: A Must-Know Concept for Those Marketing Outside Canada 

As noted in my last Web Law Connected column, the topic I want to address this month is geotargeting within Google’s search results. While I expect some of you would prefer to watch paint dry over reading further, I’m asking you – as a Canadian – to explore this subject. The reason? If you publish a website (or expect to the future) and want that website to be visible within the search results to US audiences – then you are facing a substantial and little understood obstacle. This is an important topic.

What is geotargeting?

Geotargeting is Google’s way of . . . [more]

Posted in: Legal Marketing

Domain Name Issues for Law Firms

These days, it’s a given that within its collection of web properties, a law firm must have its own website. Every year, the legal industry spends a pretty penny hiring consultants, designers and copywriters to produce a website that will serve as the firm’s online headquarters. 

Much attention is given (at least we hope it is…) to the aesthetics: colour and font choices, graphical images, photos, etc. And if the firm is smart, the actual content of the website is given just as much consideration. But what about the site’s most basic, fundamental element: the domain name? How much thought . . . [more]

Posted in: Legal Marketing

Web Law Predictions for 2010

At the end of each year, I try to find some time to consider growing trends and how each might play out the following year. I’m just beginning that process now, and honestly, I’m not even close to a complete list. For those items I do have, however, I thought it might be interesting to present them in the form of predictions. And then with any luck, others here at Slaw might consider adding an item or two of their own!

So here we go:

More Social in our Enterprise Software: We know some of these features are in . . . [more]

Posted in: Legal Marketing

Social Media & Business Productivity

The lines in the sand seem firmly drawn when it comes to social media blocking. Some firms have taken the view that accessing websites such as Facebook during work hours is an attack on business productivity, and have locked down access. Detractors identify the fact that any personal smart phone can access these sites, and that blocking is not only ineffective, but is taking young lawyers ‘off-grid’ and restricting their ability to communicate with peers and business contacts.

So who’s right? Unfortunately, the answer may be everyone.

The Case for Lockdown

Let’s start this piece by facing facts. Having worked . . . [more]

Posted in: Legal Marketing

Law Firm Landing Pages

Once you remove content publishing from the equation, there are typically four major entry points into law firm websites: the homepage, practice pages, lawyer profiles and regional office pages. For this month’s web law connected column, I thought it might be interesting to offer comments on each of these pages, and issues I’ve seen from a search marketing perspective.

The law firm homepage: The firm homepage is obviously the most important entry point for a firm website and can often be a prime battleground when stakeholders are trying to ensure the strongest aspects of the firm are reflected in . . . [more]

Posted in: Legal Marketing

Own Your Content, but Distribute Widely

One of my routine considerations, is the amount of time I invest in websites that I own, versus the amount of time I invest in the websites of others.

In many cases, that boils down to the value of domain ownership – websites, blogs, and so forth. Sites where there is little question to who benefits, and if you do good things, the asset grows in value. I still believe in these types of websites. In my own little Maslow pyramid, they set the foundation and I see little value in pushing ahead without them.

But the question then becomes, . . . [more]

Posted in: Legal Marketing

Lawyer Twitter Practices: 29 Do’s and Don’ts

Twitter is undeniably the social media darling of 2009. From celebrity stalking to Oprah coverage, the monopoly of micro-blogging is now pushing 10 million active users. The legal profession is equally aboard this bandwagon, with adoption numbers rising fast. Where tools such as LinkedIn and Facebook have traditionally helped to create value from existing relationships, Twitter is fast gaining its reputation as a tool to help generate new relationships. 

So Twitter gets your foot in the door? A great tool for business development, right? Unfortunately, the answer to that question is a very lawyeresque ‘it depends’. While deriving business value . . . [more]

Posted in: Legal Marketing

The Formal-to-Informal Rule of Lawyer Web Publishing

One of the more interesting transitions the web has brought to legal marketing communication is the greater acceptance of informal lawyer commentary. Where formal business writing and legal analysis were once considered the only output for marketing materials, the advent of blogging, and now micro-blogging (i.e. Twitter), has allowed lawyers to create more approachable online personas and to simplify legal writing in a way that appeals to a wider demographic of readers.

This trend of informal communication, while liberating in many respects, doesn’t come without a few pitfalls. One that has become more evident recently, occurs with the automated routing . . . [more]

Posted in: Legal Marketing

It’s Not the Tool! It’s YOU!

I sometimes get asked silly questions like “which social network is the best?” or “which is better for law firms, content marketing or email newsletters?”

I find these questions silly, not because lawyers shouldn’t make value judgments on where to invest their time and money, but rather, that questions like these can inspire thinking in exclusionary terms. That one web tactic or service is vastly superior to its competitors, or that personal experimentation should be abandoned. Here’s the simple truth: it can’t.

Most law firms wouldn’t purchase a software package without a trial test period, and by the same . . . [more]

Posted in: Legal Marketing


SEO for Law Firms: Why Adwords Is Not the Solution

Paid search advertising programs, like Google Adwords, allow for the placement of text-based ads next to the ‘natural’ search results, and can provide access to the desired audiences that many law firms seek. But what do they actually deliver? Are these ads effective for attracting clients? How much web traffic will they bring? Is it better to offer a paid ad or to show up in the natural search results? While paid search marketing has its place, and has generated billions in revenue for Google, this is also a form of advertising I advise clients marketing legal services to stay . . . [more]

Posted in: Legal Marketing

Yahoo Pipes Tutorial for Feed Mixing

Yahoo Pipes is a tool that we’ve covered a few times here on Slaw. And having fielded a few questions myself on its use for RSS feed mixing, I thought it might be nice to demonstrate how simple the process is with a tutorial.

What you’ll find below is pretty granular in detail, with way too many screen captures. But if you like the KISS principle (a.k.a. Keep It Simple for Steve), a little hand-holding never hurts. So… go over to Yahoo Pipes, create an account, click on the big blue Create A Pipe, and let’s get . . . [more]

Posted in: Legal Marketing

Ethics & Legal Web Marketing – Never Lower Your Standards!

The Internet is getting big and ugly. While our personal experience is still what we make of it, web-culture is seldom more than a reflection of our greater society. We take the good along with the bad; unfortunately, when it comes to web marketing, things don’t appear to be shaping up much different.

How bad is it? I recently came across this April 9th post by Steve Rubel that drives the point home: “94% of all email is spam, 64% of all English language blogs are splogs, and click fraud for sponsored links rose by 15% last year alone. Can . . . [more]

Posted in: Legal Marketing