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March 2015

The "About" page often gets short shrift. It's not a product page or sales page, so it gets neglected when a company launches a website. But it's also the first page most users check—so it should be written to sell your brand. A good About page helps move a visitor along the sales funnel, and makes your brand stand out from all the others they’ve seen. So how do you create a good one? Ben Austin over at Moz recently put together nine simple tips to do just that. I wanted to look at four of these tips that are particularly important: #1 Don’t Talk about Yourself Ben points out that most

Previously in this series we discussed giving your firm a voice and writing the perfect sales page. But you have lots of other types of pages to write, too---an about page, your home page, attorney profiles and probably lots of others. Each of these pages needs to shine. On some level, each one is working to convince potential clients that they should hire you. So how do you make them as strong as possible? One important way to do that is to make sure you're focusing on benefits, not features. This advice is repeated often in the marketing world and there's a reason for that: it's

Previously in this series I talked about how to give your firm a strong voice. This time we tackle one of the most important pages on your site: a landing designed to get clients. These pages are notoriously hard to write, but when done well they bring in lots of new business. How Landing Pages Work A landing page focuses on one problem and how you can solve it. In a law firm, that means you have a landing page for each of your practice areas. Sometimes you'll want several that focus on different types of cases---perhaps one for construction accidents and one for car accidents. These landing pages often correspond to high value search terms.

Recently I talked about bad web copy on law firm websites. Bad copy causes two problems: it loses potential clients and it hurts SEO. The better written your website is, the more engaging it is to future clients, and the more valuable it becomes in the eyes of Google. So what does good copy look like, and how do you write it? Today is the beginning of a three part series dedicated to answering that question. And the first, most important step is developing your firm's voice---and making sure you project that voice in everything you write. Voice Matters The "voice" of your law firm is the tone and personality

Privacy rights are a divisive issue. If you’re worried that big tech companies are taking too many liberties with our  personal information, then you might be very happy to see the lawsuit that’s gaining steam against Google in the UK—and if so, the British courts have your back. A Court of Appeal just decided that the lawsuit will go forward despite Google’s protests. However, the issue at the heart of the lawsuit isn’t what you’d expect. No one spied on anyone, and no consumer information was sold to advertisers. In fact, Google’s offense looks a lot more like a technical workaround than a privacy breach. But

Apps are useful. A well designed app can add amazing functionality to a phone or an online experience, using little more than the right data, a 3G connection and a good user interface. With the rise of apps, however, came sales pitches. Marketers have pushed them on business owners left and right, urging every company to launch its own custom app. It’s touted as a way to “improve” your mobile website. But does it? And does every business really need one? The answers to these questions matter, because the cost of developing an app is not small. Depending on the complexity, the amount of data involved, and how

If you run a law firm, you almost certainly have a profile with Avvo, the law firm review and ranking website. And if you’ve earned a high rating on Avvo, say a 9/10 or 10/10, you probably posted an Avvo badge on your own website. After all, it never hurts to show off an award, right? But what if it does hurt—and it costs you clients? That’s the conclusion that Dustin Christensen over at The Lawyerist has come to. He recently penned an op-ed there showing how Avvo’s badges contain some misleading links. These links exist to boost Avvo’s SEO at your expense, and can even

Your business has a blog, and you spend a good amount of time, money or both to keep it updated. But what if you google your company name and find out that another website is taking your blog posts, in full, and reprinting them on their own site. Is this good or bad for your company? Reblogging and Curated Content Before we dive into the answer, let’s take a look at how and why this happens. In many cases it’s what’s called reblogging, a practice made incredibly popular by the Tumblr blogging platform (although that’s far from the only place where it happens). Reblogging means that you

Search Engine Land has reported a number of changes in the online mapping industry, including buyouts and the disappearance of some Google Maps products for enterprises. These changes aren’t going to affect the directions Siri gives you on the way to a meeting, but they will change the landscape of geospatial services available. So what’s new? Here’s a rundown. No More Maps Engine Most people have never heard of Maps Engine, but if you do any kind of mapping you have. Maps Engine was Google’s product for businesses that need to layer data on top of the free, well trusted Google Maps platform. One snag: they’re

Google is closing the door on another once-common SEO technique, the use of so-called “doorway pages” to grab an extra share of web traffic. The search engine says it’s launching a ranking adjustment—also known as an algorithmic penalty—to knock those pages out of search results. What is a Doorway Page? A doorway page is generally a topic-specific page that exists only to get search traffic. Once someone arrives at the doorway page they have to click through to the main site to get much useful information. That’s why they're called doorways; they only lead you further into the site. Doorways exist for a couple reasons. One