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Legal Marketing & Web Design Blog

Monday, May 9, 2016

3 Keys to Better Understanding the Value of Your Search Marketing Campaign

With the sky-high cost of clicks for legal search terms, launching and maintaining a paid search campaign can be intimidating. One of the most common questions I am asked is how attorneys can better measure the return on investment (ROI) of their campaigns. While goals may vary, lead generation most often tops the list. Given that focus, here are three important steps to help you better gauge the ROI of your paid search campaign.

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Thursday, April 7, 2016

Disclaimers on Your Firm’s Website

In developing websites for attorneys, we’re often asked what kinds of disclaimers should be included on a legal website. The answer to this question largely depends on the jurisdiction(s) of the firm and the local Rules of Professional Conduct. We recommend that all firms carefully comb through this information and all ethics opinions when developing a website to ensure compliance.  Some states require a label on all site pages indicating that the site is a form of “Attorney Advertising.” Others are less restrictive, mandating that disclaimers may only be needed on certain pages where the information presented may confuse visitors.

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Friday, September 4, 2015

What Colors Represent Your Firm?

What is your favorite color? It’s a seemingly straightforward question that we’ve all been asked. Most people are quick to answer with a simple blue, green or red. When we pose this question to our clients during the design consultation, we often encounter a similar response from clients who haven’t really given it much thought and instead go with the norm. They explain that they want their site colors to be blue and gray or white and blue; they’ve taken their cues from competitors and assume that these colors must be optimal for performance. The truth is that most of the neutral color schemes have been overused and they fail to serve their purpose.

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Thursday, July 23, 2015

“Coming Soon” Isn’t a Content Strategy

We often hear from attorneys who just want to “get something up” and rush to complete their, often overdue, website projects. In most of these cases, the firms in question don’t have much time to devote to the project and the end result is a website with a slew of pages with no content and a “coming soon” label. Of course, their intentions are always good, and while they plan to tackle this content down the road, this task is rarely accomplished in a timely fashion, if ever at all. If you find yourself tempted to launch your website with a coming soon label, consider the following:

Hire help

Many legal marketing companies provide authoring solutions for their clients. In fact, at Zola Creative, we offer both custom content and a comprehensive library of stock content for all clients.

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Thursday, June 25, 2015

The Plight of an “Eh” Website

Each year, members of the Zola Creative team attend a number of legal conferences around the country. Regardless of whether the event is for a local bar association or national professional organization, the members share similar concerns and hesitations when it comes to marketing. In meeting new attorneys, we always ask whether or not they have websites. Since we started, the number of attorneys who say “yes” has certainly increased but the indifference or dissatisfaction when it comes to those existing websites seems to have remained rather consistent. The fact is that a majority of the attorneys we meet say they have a website but “it could be better” or that it is downright lousy.

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Friday, May 8, 2015

Time to Say Cheese!

As we develop websites during the winter months, we often hear from clients who want to take photos of their staff and office buildings but, with the backdrop of bare trees and harsh weather, decide to wait for more favorable conditions. With warmer spring days here, it is the perfect time to schedule a shoot for your office with a local photographer. Here are a few things to consider:

Don’t be afraid to be original

The majority of legal websites include photos of attorneys at their desks or in front of a bookcase. While these backgrounds are the norm, they’re certainly not required (and arguably, not the most effective). As you plan your shoot, think of alternate locations.

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Tuesday, March 31, 2015

The Key Elements of Animation

If you take a trip around the web, and visit the websites of companies, organizations and even government entities, you’ll find that many contain animation. Simply defined, animation is a simulation of movement created by a series of rotating photos or frames. For many years, web animation was largely synonymous with Flash (it was created using Adobe’s Flash Animation software). However, HTML5 animation is now the prevailing technology allowing animation to be experienced across all devices.

Animation can be a great way to showcase the different strengths of your law firm, highlight multiple practice areas, showcase big settlements that you’ve attained for clients or can be subtly integrated to add a more professional feel to the design.

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Thursday, February 26, 2015

Under Construction Pages on Your Firm's Site

In your time on the web, you’ve undoubtedly stumbled across an “under construction” page. All too often, these place holders include a generic message to visitors to “check back soon” along with a photo of a construction cone or a stick figure in a hard hat. While some of these graphics may be cute, these templates don’t help the visitor learn a thing about your practice.

If you’re in the process of developing a new site for your firm, you might be tempted to save time and money, and simply put up one of these placeholder pages (often provided by your domain registrar at little to no cost).  It’s important to remember, however, that every interaction matters and a generic under construction page makes for a forgettable first impression.

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Friday, June 20, 2014

Success Is in the Details

Over the past decade, there have been thousands of articles written on what makes an effective attorney website. These articles stress the importance of a professional design, well-written attorney profiles and high quality pages detailing your areas of practice; what they often fail to highlight, however, are the minor details which can make a world of difference to prospective clients. If you’re developing a new site or looking to improve your current one, consider the following:

Office Accessibility

If you’re in a big city, things like parking and proximity to public transportation can be a deal breaker for some prospective clients; be sure to include these details. You may also want to highlight whether your office is fully wheelchair accessible and include photos of your space.

Payment Options

Legal services are expensive and website visitors want to know what to expect. While you may not be comfortable sharing your fees on the web, you might consider explaining how you charge clients (flat fee vs hourly) and when they can expect a cost estimate. If you accept credit cards, are a member of a group insurance plan or offer payment plans, be sure to include this on your site.

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Thursday, June 5, 2014

What Are Your Website Visitors Really Looking For?

With major advances in technology, marketers have more resources and data at their fingertips than ever before. Google Analytics is one of the great tools allowing webmasters to better understand visitor behavior and improve their websites to increase traffic and shift behavior patterns.

As we develop websites for attorneys, we are often asked what exactly visitors are looking for when coming to a legal site. While this differs greatly by practice area and even by geographic location, Analytics data has allowed us to identify a number of pages which almost always top the most visited list. If you are looking to strengthen your practice’s web presence, take time to carefully develop graphics and messaging for the following heavily visited pages on your site:

Home Page

A website’s home page carries a lot of weight with both search engines and visitors.

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