The practice of law is both a profession and a business. This is hardly a surprising revelation, but many of us who went to law school and have been admitted to the bar tend to focus on the more high-minded ideal of operating in a profession rather than the less-rarified world of being in business. A business person, after all, deals with unpleasant matters such as profit and loss, management of people, and (horrifyingly!) marketing and sales.
When submitting sensitive information — such as credit card or Social Security numbers — into a website form, most everyone knows to look for the signs of a secured connection before proceeding. What you may not know is that Google and other online services are now close to requiring a secured connection — also known as encryption or secure sockets layer (SSL) — for all websites, even those that don’t collect personal information. This creates an important to-do item for anyone with a website that wants greater consumer trust, high search engine rankings, and to keep pace with technology.
Day two is done and that’s the end of the Legal Marketing Association annual conference in Las Vegas. We are sorry it’s over! So much learned, so many good conversations! Here’s a recap of day two.
It was a great first day at the Legal Marketing Association annual conference in Las Vegas. We’ve seen many old friends, met some new ones, and are trading our expertise with fellow attendees. Here’s a recap of some of the sessions.
The fifth and final step is to have an ongoing marketing campaign to let the search engines (and the people who use them) know that your site is current and relevant. Parts of this ongoing marketing campaign involve taking actions on your firm’s website (onsite work) and others include making changes on other websites (offsite work).
Why does my firm need to be on those social networks? Simple: that’s where the people are, and the people expect it. Each network has a distinct value to your marketing: LinkedIn is a massive business network and perfect opportunity to stay virtually in front of your network; Facebook is a vehicle to communicate your firm’s culture to future hires; and Twitter is a place to share thought leadership with the media and other amplifiers.
Next up is the importance of your firm being properly listed in the various online directories, such as Google Maps, Cornell, Findlaw, Avvo, Martindale, and others. If your firm is not correctly (or not at all) listed in these directories, it could have a penalizing effect on your search rankings, hindering those trying to do business with you.
Bringing It All Back Home: Takeaways from Legal Marketing Association Southeast Chapter’s Regional Conference
As part of our mission to spread the LISI message across the country and to stay at the forefront of legal marketing trends, I recently attended the regional conference for the Legal Marketing Association Southeast chapter, which took place in Orlando. With the theme of “Grow. Innovate. Succeed.” there was an excellent lineup speakers and great opportunities to network with colleagues in legal marketing.
This month marks the 17th year of incorporation of Legal Internet Solutions, which I think is pretty impressive for a digital agency in an age where tech companies balloon up and quickly pop. LISI wasn’t promoting its skills in social media, blogs, or mobile-friendly design way back then, as those marketing strategies didn’t even exist. The focus of the company has remained the same, however: marketing law firms and individual lawyers on the web.
It may be self-evident, but it is essential for your firm’s website to have the proper presence in the search engines. Gone are the days of keeping meticulous lists of web browser bookmarks listing favorite sites. And people rarely enter website addresses in the browser’s address bar, especially for hard-to-remember domain names.
A website is your opportunity to frame your firm in the way that supports your marketing strategy. You are in complete control, having the ability to cast your firm as you want others to see it — modern or traditional, dynamic or stable, entrepreneurial or old-school. The design of your site affords you the opportunity to show your firm in any light, creating an image of the firm you want to be.
Of the many business books I read, my current favorite is The Checklist Manifesto: How to Get Things Right by Atul Gawande. Its central premise is that, no matter what level of expertise you have in your craft or profession, having and following a simple checklist of steps is essential to avoiding costly mistakes, prevent oversights, and achieve true excellence.
The New York Times has decided to follow the AP’s style of making the word “Internet” lower case rather than capitalized. Going into effect June 1, this change is more than turning an “I” into an “i.” It shows how pervasive the global network of networks has become in our business and personal lives.