The landing page, also called lead capture page, is extremely important for all types of web marketing campaigns. The main reason why the landing page is so significant is because it's the place where people who click on your links (whether in the organic listing or paid listing) are taken.
For legal professionals, the landing page is mostly used for Pay Per Click advertising and email marketing. This particular page has to be properly written if prospects are going to take action. Whether you have a reference, sign-up, or a transactional-based landing page, one cannot overstate the importance of great content.
Note that writing compelling landing page copy is different from writing a blog post or traditional webpage of a site. Below are several tips that will help you ensure that your landing page copy is solid and attractive for users.
1. Use the second person perspective when writing: Use ‘you’ and ‘your’ instead of ‘I’, ‘we’ and ‘our’. This helps you forge a strong connection between what you are offering and visitors to your website. It also helps you better demonstrate the value of whatever you are offering since the readers will be able to visualize how they can use the product or service and how the product/service is likely to impact their lives.
2. Emphasize on clarity: Your emphasis should be on clarity, not creativity. Be as direct as possible and avoid jargon that detracts visitors from considering the message. Use a single sentence for everything you are trying to communicate whenever possible.
3. Use language that is action-oriented: Ensure that the language used makes use of action verbs, just as is the case with call-to-action copy. Consider the blink test, which is the three seconds you get to orient Web users to a new Web page. The landing page should be such that visitors are able to see what they can do on the Web page within three seconds. Using action verbs is important because definitive instructions are more likely to be followed by visitors.
4. Use language that is value-oriented: The language you use in the content should convince visitors that the time spent filling out forms is not lost. Have a headline for every one of your landing pages. A good headline is one that explains the benefits of whatever you are offering or you are suggesting that Web users do. An example of a good heading is; “With this coupon code, you stand to get…” The heading should not only explain the features, but also the benefits. Some of the benefits may be obvious to the visitor, but point them out nevertheless.
5. Use reader-specific keywords: Most of us do keyword optimization with SEO in mind, but do not forget the actual reader when writing for keywords. The keywords in your call-to-action should align with the keywords in the important parts of your landing page (the parts where the visitors will first look to find out what you are offering).
6. Use the correct format: The sentence structure should be such that landing page copy is no longer than five lines. Break it down with headers of different sizes, parentheticals, bold text, bullets, checkmarks, and italics.
7. Proofread the landing page copy: Proofread to ensure the spelling, consistency, and grammar are on point. This is an obvious yet sometimes overlooked aspect for writing landing page copy.
Landing page optimization is often times and ongoing process of determining the copy that works best. The design of your landing pages is also critical, such as the placement of images and calls-to-action. We hope this post has been enlightening for you and your landing page optimization efforts.continue...
And looking at how many people use emails and have integrated email services into their daily lives, even the slightest fraction of its population can become a business owner’s huge market. Email marketing tactics have been devised and modified countless times because of the email’s potential to tap to a very large market. And with content marketing, the email platform has proven to be a potent partner.
Content marketing and email marketing complement each other in many ways. Both aim to generate credibility, leads, and conversions. Content marketing produces the right content to engage the right people, while email marketing reaches out to the desired market and target specific demographics and further drive the engagement between content and people who are interested in it.
Looking at the bigger picture of digital marketing, content is designed to reach out and get the people interested and hooked. On the other hand, email marketing ensures that your content reaches the right people and gets them involved in further spreading your content and encouraging them to take the actions you deem desirable. Email marketing helps you drive high quality traffic to your landing pages.
The trick in this partnership lies on how good the email contacts are. Regardless of how good your content is, if your email strategy fails to make people react positively to what you are promoting, then brace yourself for failure.
But if you employ the following tips, then you will see how content marketing and email marketing gel together and so well that your ROI figures will shoot right off the charts.
Create specific content for specific audiences. Marketing specialists always drive this point – never be too general when you are targeting certain demographics.
Make your content sociable. Whenever you post something in the Internet, make sure you fully utilize social sharing buttons. Having your content easily shareable will do wonders for your post, your site, and ultimately your business.
Send out relevant emails and make sure you send a lot. When people get the hang of your content and like it, make sure you send them more. Relevance should be shared between your content and your email. Regularly sending emails to your contacts allows is also a great practice, especially if you offer usable and significant content.
Many online business professionals have preached how the email marketing approach can be a perfect partner in any business scheme as far as online marketing is concerned. Almost all people have at least an email account which they maintain regularly and use to communicate with their peers and business colleagues. Formal, informal, business, and personal messages are now transmitted and received via email services.continue...
Developing a web presence has become the most important task for every business. Whether you are a small, mid-sized or large business house, it is imperative to have a strong web presence. This not just help you stay connected with your target audience, but also improve the overall revenue and reputation of a business. - two components that can make any business make or break in the long run.
Web presence management should be seen as a separate and important department of your business. With right management techniques, you can ensure success and recognition. But what are the components that will help you achieve your successful web presence management goals. Let’s take a look at four components to managing your company's web presence.
Employing social media is regarded as one of the most important element of web presence management. It is result-oriented and used by almost every online business today. Incorporating social media practices can give quick results and have profound effect on business operations.
Use social media channels to promote different websites on popular networking sites like LinkedIn, Facebook, Twitter, Instagram and so on. Promoting your business content on social media channels can ensure increased traffic, high conversion rate and extremely good profit. It will also help you send out messages to your target audience as and when there is a change or introduction of any new offer or product.
A forum is a webpage or website where people can discuss strategies, problems, opinions or anything they want. You can easily join a forum on the internet and participate in a discussion. The interesting thing is that forums usually allow a link back to your website. The signature text as a link would appear below your post. This is another way to attract more people to your website. Website like Wiki answers, Yahoo answers, and other kind of public forums are live examples of this kind of marketing.
By actively participating in discussion forums, you can actually make your website reach high number of global users without making much effort. Such websites give you the ability to create backlinks and share website’s content free of cost. Although these ideas are rarely thought of among the marketing team, they are vital for web presence management and marketing of the firm.
However, you should make sure that you don’t spam the threads with your links. It is crucial to choose a relevant category and topic before sharing your business information. For instance: if you own a furniture e-commerce store, look for threads that talk about interior designing and architecture. This will help you reach out to your target audience and direct good traffic on the website as well.
Video marketing, also known as Youtube marketing is the new entrant in web presence management process. Videos have emerged out as one of the most rapidly growing web marketing option among online marketers and businesses. More and more people have started promoting their products and services through video content.
It has been observed that videos tend to go viral more quickly as compared to content marketing, giving more effective results (especially after proper optimization.) Let’s take a look at some steps to create videos to promote products and services:
1) Create an account on Youtube.com with your official e-mail ID.
2) Fill in the details asked for to create your business profile. In this section you will need to describe your business and products you’ve to offer to your customers. This is applicable when you sign up for a Youtube channel.
3) Create videos reviewing your products and services and post them one by one on your Youtube channel.
4) You can share the link of the videos on your business page on other networking sites to attract more customers.
Make sure the videos you make, talk about your products and services in detail. Include the functions and features of your products and quote some reasons to why people should consider buying your product. Also, always use real characters in your video to create good interaction and rapport with your audience. It should be able to connect with your potential customers and convince them to click on the link given in the description. Do not forget to include call to action in the last crucial seconds of each video posted.
E-Mail marketing is one of the easiest and primary ways to strengthen the relationship with existing customers. It helps attract potential ones as well, if you choose to go with right techniques. In order to start with this procedure, you must ask your customers to sign up for newsletters so they are aware of new launches and services being offered by your business. Your newsletters should be regular and must talk about their benefits in some or the other way.continue...
Designing an effective content strategy is one of the fundamental requirements of digital marketing success. Content marketing is not a new tool in the law firm marketing environment; however, today's law firms and legal professionals must embrace creative techniques and strategies if their content is to make a profitable impact.
There are many tools, resources and insights that can be used to design content strategies that will effectively market a firm’s legal services to a targeted audience. While content marketing in itself is not overwhelming, outperforming competitors, attracting new leads and cases, and gaining positive image is the ultimate goal that defines a successful content strategy.
Here are 3 ideas that can be carefully used to cultivate content marketing strategies for law firm and legal professionals.
When cultivating a firm’s content strategy, assuming an expert position is very important. Clients want to contract businesses that have the capacity to deliver, and content is how you can instill confidence in clients that your firm is capable.
With content marketing, your content is the mechanism to convince them of your firm's knowledgebase. Produce high quality content that is educative and acts as a resource which other relations in the niche can link back to. This can increase your websites Google ranking and trust among target market. Since clients seek quality and value, playing the expert and providing relevant content that showcase profound experience in the field goes a long way in developing perception.
Content marketing is all about getting the word out to as many people as possible while retaining a positive image of superior service quality, affordability, credibility, reliability, convenience and professionalism. To effectively accomplish these goals, firms must use various content management and marketing tools, applications, techniques and media.
It entails going beyond what other competitors do and using a combination of marketing tools. They include websites, email-marketing lists, blogs and blog posts, TV and radio marketing, uniform marketing, billboards and all sorts of promotional mix elements.
When various media and tools are used, and the message is consistent across all platforms, the outreach will be wider. Firms must embrace the use of social networking platforms, SaaS applications for customer engagement management and features that enhance user experience. Besides nicely organized content, users must find value and convenience.
While this is a very basic and regular tip, not many law firms have achieved it. Re-enforcing promotion and marketing messages to showcase ultimate service quality and top levels of professionalism may not be as simple as it seems. It is important to ensure there is message consistency in each publication across all platforms. All product and service description must focus on defining values that clients will find in using them.
The information in websites, blogs, TV ads and other promotion media must manifest awareness of customer values, requirements and quality expectations. The strategy should be reinforced by company policies, culture, objectives and presentations at all levels of customer interaction and touch points. Professionalism can be integrated into the content through expert reviews, blog post from member attorneys and showcasing healthy relationships with other reputable firms.
Content marketing technologies are continuously evolving and new enhancements are witnessed from time to time. It is important to use tools and technologies that are trending in order to keep in track with existing efficiencies and experiences that clients seek. The abovementioned ideas are some functional practices that can be used to improve online success and overall marketing of law firms.continue...
Anyone law firm that uses SEO to promote their legal services is well aware of the potential SEO has at generating new clients and cases. However, with most lawyer SEO strategies becoming run-of-the-mill approaches that produce marginal returns, it's important to adapt to other more comprehensive strategies and programs, namely, WPO or web presence optimization.
What most law firms really need to focus on is a more holistic approach to Internet marketing the combines different, non-SEO specific ways of approaching marketing through the web. And this is exactly what web presence optimization sets out achieve.
Web presence optimization is part art and part science. Law firms want to find the best method to promote their product or services. Business want their company to be discussed, talked about and sought when looking for whatever it is they promote.
As with most things, there is no one magic pill to solve this dilemma. WPO requires a combination of strategies, usually including SEO but not always or not always relying exclusively on SEO, to get their brand talked about and consumers to buy it.
Content marketing is one strategy that should be part of any web presence optimization plan. Over 85% of major brands, according to most estimates, use content marketing. Content marketing is education. A law firm should educate target clients, not only about their primary legal services, but also about various areas of law to keep them informed.
Content topics like tips, hints, and "how-tos" are all part of content marketing schemes. The company can use blogs, YouTube, white papers, or postings on websites to engage in content marketing. This is the backbone of web presence optimization via content marketing.
Content marketing is even more important for small business that cannot invest millions in marketing efforts. It is a perfect way for a small company to help create brand awareness and push potential clients toward their product or service.
As the essence to web presence optimization, content marketing is meant to build trust in what you do and your particular niche. You want to create a buzz and get family, and friends to share the information about the business with others. For more content marketing ideas for a web presence optimization strategy, visit WebPresenceGroup.net.
Social media marketing or SMM is the combination of ways a company targets social media networks. The purpose is to promote your brand and get others to help you develop it through social interaction.
This means creating a presence on Facebook, Twitter, and other social media platforms. The company tries to get the public involved in surveys, contests or anything to promote interaction involving the product or service. It is targeted interaction that many believe is a particularly effective way to market on the Internet.
When it comes to web presence optimization and building your rapport, there are many ways to grow you social media presence. Whether you do it organically through brilliant content and outreach, or by utilizing advertising on Facebook and Twitter, devise a strategy that makes the most sense with your law firm's goals and resources.
Email is probably one of the most attractive and inexpensive ways to promote your brand and market through the internet. Before the advent of SEO, email marketing was a favorite for many law firms new to web marketing.
Email has an advantage in that it is more direct and personal. If you can send an email directly to a person, it gives a more personable feel toward whatever you are attempting to sell or market. Spamming developed as the steroid version of email marketing and has given it a bad name. It is still, however, one of the most useful forms of internet marketing.
The fusion of these and other Internet marketing strategies, along with SEO, is the real meaning of effective web presence optimization. A more holistic approach, rather using only one or two of these methods, is the most efficient way to achieve brand recognition and ultimately increase sales.continue...
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