Your Website, 2016

      There is an age old adage, often expressed by my grandmother, that “fish and relatives go bad after three days.” While websites don’t “go bad” that fast, they do become stale is left to vegetate over long periods of time. If, for example, your competitor’s website simply looks better than yours, your content doesn’t give clients information they can use, there are no or broken links or the site is not mobile-friendly, it’s time for a new website. 

Websites and Digital Marketing

      In 2016, a website and web presence is both a convenience and the standard by which consumers judge your business. If you can’t be found on the Internet, you may be considered unprofessional by potential clients.

How can you make your website the best it can be?

      First, consider the goals for your website and then look at which are working and which need help. Some of the issues will be technical and some will be content, which, for 2016, is king. Clients and potential clients want profiles that contain the most important and interesting facts about you and useful, informative online content. Next, while you can work out the technical issues yourself, it is often more cost effective and less stressful to consult an expert. 

The Nitty-Gritty              

      An effective lawyer website will have your profile, contact information and the basic description of your practice. You should include an online form to request an appointment and articles about new developments in your area of law that might affect consumers such as tax regulations, changes in immigration or family law. There are endless topics in your practice area always remembering your ethical obligation to provide useful information, not legal advice. 

Social Media and Websites

Link your website to social media which includes LinkedIn, Facebook and Twitter. Social media is becoming increasingly relevant in the communications between lawyers and clients. Used wisely and carefully, social media can raise awareness about you or serve as a way to discover more about your practice. And, like Hansel and Gretel, your social media activity can leave a trail of breadcrumbs back to you.

      Your website should present a clear message identifying your practice, whether it is a general or niche practice. Photos can help consumers understand the material on your site. For example, if you’re posting an article about how the Frost Laws in Michigan affect truckers, a calendar with the effective date circled will help as reminder for your readers. And, of course, your professional picture will accompany your profile. 

      Adding a video is an effective way to explain your practice. Readers can’t resist the urge to push the play button; many would rather watch than read. 

      Be sure your law firm website is distinct to your practice. The design, font, colors, photos, video and content should all reflect your brand and the message you are trying to convey.  And, if you have ethical questions about any part of your website, contact your local bar association. 

How to Make Time for Online Marketing

        “I know we said we would do an online marketing activity every week,” Sally said to partners, Dick and Jane sitting across from her at the oblong walnut conference table of SDJ Law, LLC, “but, it seems impossible. We have to serve our clients, manage our administrative responsibilities, maintain our continuing education and meet the billable hour requirements we set for ourselves.”

Finding time for social media

“I know,” Dick said, “but if we don’t market there will be no clients to serve and no reason to worry about billable hours. I’ve come up some ideas.”

    SDJ Law is not starting from ground zero. Their website and each of their profiles are up to day and their new video “About our Firm” is ready.

        The major problem for SDJ Law is keeping up with their other Internet sites—the blog on their website and their Facebook and Twitter presence.

The Blog 

        Effective blogs that attract clients and potential clients offer quick and useful information are posted regularly. But, how often to post? 

        Establish a schedule you can keep. Once a month or once a week or once a day—the secret is consistency. Once you decide frequency, help yourself stick to your resolution by scheduling time to research and write on your calendar. Topics are not a problem in law. Every week, the SBM e-journal posts important case decisions and the SBM NewsLinks publishes legal news daily.

        Dick and Jane decide to share the writing duties each writing one blog post a month. They pull up their electronic calendars and set aside the time for writing and posting. Sally, who prefers the social network, will use Facebook, Twitter, LinkedIn and an e-mail blast to announce the posting.

The Social Network

        The social network is a more frequent task. Set aside a time on

your calendar for daily or twice weekly postings, whichever fits your busy schedule. Since you could be posting on Twitter, a Facebook Page or LinkedIn, it could mean a daily task. Remember, it is consistency that counts.

Sally, Dick & Jane were always busy.

        Sally decides she will post to Twitter and the Facebook Page twice a week and weekly to LinkedIn. She adds the times to his calendar. SDJ Law will also want to know how effective the new marketing commitments are working, they agree to keep track of:

       1. The number of people reading their blog,

           2. The number of new followers and shared tweets on Twitter, 

           3. Whether people are contacting them mentioning something they published.

         Sally, Dick and Jane, like you, are busy lawyers. They realize,however, the importance of setting aside time to market their business. Putting it in their calendars like all their other important dates will help.

        Feedback will determine if their plan is working. They will change course as necessary or, perhaps, reaching more people is not as important as reaching people who are really interested in what they have to offer.