How your firm appears and markets online has become, throughout this pandemic, one of the most important business development tools at our disposal. Below are 38 digital marketing questions and answers to put your firm in the best light online.

  1. This helps search engines understand what an image contains.

Alt Tag

An Alt Tag, also known as Alternative Text, is used to describe an image. A visually impaired user using a screen reader will be able to read an alt tag to better understand an on-page image. It will also be displayed in place of an image if an image file cannot load; and provide better image descriptions to search engine crawlers, helping them to index an image properly.

  1. This is the recommended length for title tags.

50-60 Characters

Google typically displays the first 50–60 characters of a title tag. If you keep your titles under 60 characters, research suggests that you can expect about 90% of your titles to display properly. There is no exact character limit because characters can vary in width and Google’s display titles max out currently at 600 pixels.

  1. Featuring this on your homepage will double your chances of appearing on the search engine results’ first page.


Because people are more inclined to watch a video, Google and search engines are prominently featuring videos in search results. Having a video on your homepage means website visitors will spend more time there, thereby helping your search engine.

  1. Of 45%, 75%, and 95%, this is the percentage of clicks the top five nonpaid search results receive.


Numerous studies have proven that to benefit from the traffic and organic clicks to your website, your business needs to hold a prominent organic position in the results, preferably on page one.

  1. This 160-character snippet is used to summarize a web page’s content.

Meta Tag / Meta Description

Meta tags are important because they impact how your site appears in the search engine results pages (SERPs) and how many people will be inclined to click through to your website. They will therefore impact your traffic and engagement rates, which can impact your SEO and rankings. Meta tags are an important part of a solid SEO strategy.

  1. According to LinkedIn, this is one of the top 10 words to avoid in your profile’s headline.

Specialized, Experienced, Leadership, Skilled, Passionate, Expert, Motivated, Creative, Strategic, Successful

At the beginning of the year, LinkedIn released the top words people around the globe use in their profiles. These ten words are worn out and overused. Find a better differentiator!

  1. On LinkedIn, this content type is shared 20 times more than any other.


Research has shown 54% of senior executives share work-related videos with colleagues at least weekly. And 59% agree that if both text and video are available on the same topic, they prefer to watch the video. Video is a great way to share content and reach audiences in a new way.

  1. This is the maximum character length of a LinkedIn profile headline.

240 characters

This character limit was changed in June 2020. Previously the limit was 120 characters.

  1. According to LinkedIn, this is the percentage of B2B leads that originate from their platform.


On average, 46% of social media traffic coming to B2B company sites is from LinkedIn. Users are coming to LinkedIn for content that can help solve professional problems, and 94% of B2B marketers are using this platform to reach their audience and distribute content. Of those B2B marketers, 79% say LinkedIn is an effective source for generating leads.

  1. This document type is inaccessible to someone using a screen reader unless it includes a transcript.


Low-quality PDFs or PDFs that have not had an optical character recognition (OCR) performed on them will not function properly with a screen reader.

  1. According to the New York Law Journal, there were 2,256 of these filed federally in 2019.

Web Accessibility Lawsuits

These lawsuits allege that those with a disability could not use websites because they were not coded to work with assistive technologies like screen readers, or otherwise accessible to them in another way. In 2019, these five states had the most of these lawsuits: New York (1,354 cases), Florida (526), California (120), Pennsylvania (92), and Illinois (91).

  1. According to the Centers for Disease Control, this is the percentage of the U.S. population with some sort of disability – be it auditory, cognitive, physical, or otherwise.


One in 4 U.S. adults – 61 million Americans – have a disability that impacts major life activities. The most common disability type, mobility, affects 1 in 7 adults. With age, disability becomes more common, affecting about 2 in 5 adults age 65 and older.

  1. An auditory screen reader used by the visually impaired reads this website page element first.

Page Title / Title Tag

Title tags are a major factor in helping search engines understand what your page is about, and they are the first impression many people have of your page. Title tags are used in three key places: (1) search engine results pages, (2) web browsers, and (3) social networks.

  1. Because as many as 85% of social media videos are viewed on mute, this accessibility device is useful to those with or without disabilities.

Subtitles / Closed Captioning

Captions and subtitles are similar, but they are not the same. Captions are a transcription of dialogue, while subtitles are a translation, both appearing as text on the bottom of a screen.

  1. ROI

Return on Investment

ROI is used to measure the probability of gaining a return from an investment. It is a ratio that compares the gain or loss from an investment relative to its cost.

  1. CPC

Cost per Click / Cost per Conversion

CPC refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns. CPC varies widely by industry and business type, but the average CPC across all industries is about $2.

  1. CTR

Click Through Rate

CTR is the percentage of impressions that resulted in a click. Achieving a high click-through rate is essential to your pay-per-click (PPC) success because it directly affects both your Quality Score and how much you pay every time someone clicks your search ad.

  1. CAC

Customer Acquisition Cost

CAC is the total cost of sales and marketing efforts that are needed to acquire a customer.

  1. MIC%

Marketing Influenced Customer %

The MIC% is the total number of new customers who interacted with your marketing divided by the total number of new customers within the same period.

  1. 52% of all website traffic happens on this type of device.


People are using their mobile devices more than desktop computers to access the web, and data shows that is unlikely to change. As 5G becomes more of a reality, we are likely to see mobile traffic become more important and grow more quickly than it has in the past decade.

  1. Compared to traditional marketing tactics, content marketing produces this many times more leads.


Creating high-quality content marketing that aligns with your brand values and targets your customer persona is much more cost-effective than the alternative. Not only does content marketing cost 62% less than traditional marketing, it also generates more than three times as many leads per dollar spent – a great way to increase your content marketing ROI.

  1. According to HubSpot, this is the ideal word count for a blog post for search engine optimization.

2,100 – 2,400 Words (A 7-10 Minute Read)

In reality, of course, the perfect article length is somewhere between what your attorney is willing to write and what the top results for that search term averages in length. There is no one perfect answer to this question.

  1. A new form of storytelling on LinkedIn, this is a poetry-like post with a series of one line, cliched sentences.


No one can say for sure, but most users believe this broetry trend began sometime around September or October 2017. These sonnet-like posts are usually between 15-25 lines long and always double-spaced. Some even refer to this type of post as “the LinkedIn haiku”.

  1. 75% of web users admit to making judgments about a company’s credibility based on this.

Website Design

Research shows first impressions are 94% design related. Visual appeal and website navigation have the biggest influence on people’s first impressions of your brand.

  1. Studies show this is the amount of time it takes for a visitor to form an opinion about a web page.

Less than One Second

You have one chance to make a great first impression – make it count!

  1. Other than the homepage, this is the most-visited page type on a law firm’s website.

Attorney Biography Page

Clients and potential clients naturally want to know about the people that will represent them, so it is not entirely surprising that attorney bios are one of the most visited pages on a law firm’s website.

  1. Aiding a user’s website navigation, this tactic is also valuable for search engine optimization.

Internal Linking

Internal links connect your content and give Google an idea of the structure of your website. They can establish a hierarchy on your site, allowing you to give the most important pages and posts more link value than other, less valuable pages. So, using the right internal linking strategy can boost your SEO.

  1. This is one of the top four search engine optimization considerations for your mobile website.

(1) Page Speed, (2) Cross-Display Compatibility, (3) No Pop-Ups or Interstitials, (4) Proper Image Optimization

Page speed is important because it affects the on-page user experience. Cross-display compatibility helps provide a seamless user experience across all browsers. It is important to note that if your website works on all browsers, but fails to show its value on screen readers, then you are missing out on a major portion of the population. Proper image optimization helps speed, aiding in your SEO.

  1. The percentage of website visitors who use your site’s native search functionality.


Research shows that visitors that use search are three times as likely to find what they are looking for compared to users that simply browse.

  1. This is the term for a website visitor’s length of time spent on the site. A high number indicates visitors spend more than 60 seconds viewing and visit more than one page.


The length of time users remain on and explore your website also helps organic search result rankings on Google.

  1. As an alternative to desktop versions, search engines sometimes use this newer method for crawling websites.

Mobile First Indexing

A practice which uses the mobile version of a site’s content to rank pages from that site to understand structured data, and to show snippets from those pages in Google results.

  1. Due to overuse and abuse, this behind-the-scenes HTML code snippet is no longer relevant to any major search engine.

Keyword Tag

Initially, keyword tags were used to provide additional information about a page. Since the keywords meta tag was often abused, Google began disregarding these keyword tags as they did not have any effect on a search ranking.

  1. This is one of the three ways to help ensure your firm ranks in the “map pack” search results on Google.

(1) Claim your Google My Business listing, (2) provide Google with all relevant information (include photos and videos if possible), and  (3) leverage online reviews.

Because 46% of searches on Google have local intent, showing up in that “Local 3-Pack” can greatly increase the visibility of your business.

  1. In the COVID era, this day of the week sees the highest email open rate, but also the highest unsubscribe rate.


According to a recent report, 22% of emails get opened on Mondays; however, 0.13% of emails see unsubscribes the same day.

  1. Across all industries, 17.8% of recipients take this action.

Open Marketing Email

If this KPI is unusually low for your firm, you may want to reevaluate your subject line to see if it was unsuccessful at catching the subscriber’s attention or adjust the delivery day/time of your email.

  1. This is the average click through rate for email marketing campaigns for professional services.


It is important to note the average click through rate (CTR) can vary widely by industry. The best way to know if your CTR is higher or lower than average is to look at industry-specific benchmarks.

  1. It is not hard to name this term for a temporary email delivery failure that occurs if the recipient’s mailbox is full, the server believes the email is too large, or other reasons.

Soft Bounce

Keeping track of your soft bounces is important to your email marketing. If your bounce rate is too high, it will drastically affect your email deliverability, leading to ineffective campaigns.

  1. At an average of 14.3%, this is the term for the calculation of all click throughs from emails opened.

Click to Open Rate

This number indicates how effective your email message, design, and content performed, and whether it created enough interest for the recipient to take action.