The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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Your online presence is vital to your law firm marketing efforts.  There are many ways to create an online identity including websites, blogs, and social media like LinkedIn.com, Twitter, Facebook, etc.

Your online presence generally is designed to work with your online legal marketing efforts to get prospects to take action by either: contacting you, requesting information from you, setting up an appointment with you, or hiring you. This strategy typically requires the most money to implement.

Here are some keys to remember when building your website:

• Position yourself as a Generalist versus Specialist
• Choose a Strong Domain Name
• Your Domain name should be easy to spell; easy to remember
• Use the Actual Keywords Prospects Use to Find Your Practice. For example: RealEstateAttorneyLA.com, BestAttorney.com, BostonDUIDefense.com, etc.
• Craft a Powerful “Headline” at the Top of Your Website
• Write Captivating Content: writing for the internet is completely different from writing a legal brief
• Use Case Studies or Testimonials (follow your ethics guideline)
• Use Multiple, Custom Websites
• Design One Main Corporate Website
• Then create multiple Mini, Practice Specific Websites

For example, a business law firm practice's online presence might look like this:
Specific Sites: business litigation, registered agent site, employment law, commercial real estate, mediation.

A personal injury law firm practice might have the following sites as part of their online presence:
Specific Sites: auto accidents, construction accidents, SUV accidents, dog bites, specific product liability lawsuits.

Focus each website on a specific target, practice area or geographical location.



Create and Promote your own Blog 



Blogs are a simple way for anyone to post new content in an easy-to-read web site format with the newest information always on top.

But how can a blog benefit your business? Your blog can boost your ranking in the search engines, increase your traffic, and improve your credibility -- ALL of which will ultimately lead to more sales!

Components of a successful blog: 
1. Highly targeted, well branded. 
2. Provides quality content that solves your prospects challenges. 
3. Publish your blog constantly and consistently: 2 to 4 times per week. 
4. Write in relation to the most popular current events. 
5. Register your blog in directories and promote actively.