Three Things Law Firms Should Have Done In 2015
It’s that time of year – time to look back and take stock of 2015. Hopefully, for you and your law firm, it was a year of positive growth and success. But of course, there’s always a chance to improve.
With that in mind, let’s take a look at these three suggested changes from last December. If your law firm hasn’t implemented these changes yet, get them to the top of your to-do list this month.
Thing 1: Focus on content more than SEO
Search results now reflect the value of a website’s content rather than just its popularity. For 2015, I asked you to emphasize usability and value in your online content. This should have helped build your credibility online.
Did you do it?
One way to boost this credibility without a lot of work is to prepare relevant content in advance. If your firm didn’t identify your clients’ 3-5 most frequently asked questions and write a series of 200-word blog posts answering each one, get started on at least one of these before the year ends.
Thing 2: Get consistent with your online presence
One key to credibility is making sure you’re always getting credit for your work. Your information must be identical everywhere that it appears online.Did you do it?
You should have standardized your listings online already, but if you haven’t, get busy immediately. Build a spreadsheet to ensure that your full name, firm name, title, address and phone number are consistent across the following instances: your own website, all social media accounts, all directory listings, review websites and your state bar association.
Thing 3: Find new metrics
Did you measure success accurately in 2015? The metrics you reviewed this year should have reflected content value, not just traffic.
Did you do it?
I suggested three metrics to start watching this year: Bounce Rate, Time on Site and Pages Viewed. If you followed my suggestion of monthly reviews, now is the time to look at your year overall. Try to determine what worked, what didn’t and what you want to do in 2016 as a result.
If you didn’t get around to one or all of these things, don’t beat yourself up. Some of them are easier than others. And anyone will tell you, some habits – like studying web analytics – are hard to build and easy to break.
Give these tasks another shot if you have to, and keep an eye on this blog space in December and January. 2016 is right around the corner and so are even more suggestions for improving your law firm’s marketing.