Integrity Marketing

Website Design Should Be Simple, Flexible

We continue to work with estate planning and elder law attorneys to optimize their websites for search engine ranking. But, as many of you probably know -- or suspect -- just getting a good rank position on Google is not enough to ensure revenue growth in your practice. It can ensure good traffic to your site -- but then what?

 

Last week I had a great consult with a client who is starting to really "get it." Now that his website is optimized, and he is showing up on page one with Google, Bing and Yahoo -- NOW is when the fun really begins. We have the site well-positioned, we've got targeted traffic coming to it -- what we have built is essentially a new marketing medium, a broadcast channel if you will. Now we can use that channel to broadcast targeted marketing messages. We are working on a special veterans promotion, which we plan to follow with a campaign for business owners. We're building off-site marketing to drive additional traffic and continue to boost the rankings.

 

The bottom line is this -- the website is now dynamic, not static. A website is NOT like a billboard -- post it once in a high-traffic area and hope the calls pour in. It's not like a Yellow Pages ad -- printed once for the entire year. Not at all. Your website should be updated, changed, tweaked, targeted. You wouldn't send the same newsletter out month after month, neither should your website be considered a once-and-done project.

 

Which leads me to an essential of website design -- it should be flexible. Navigation buttons should be created as TEXT, not GRAPHICS. Why? First, because the search engines prefer text, but just as importantly, because text is quick and easy to change. I can add or delete a message (page), feature a topic (more pages), or rearrange the site in literally minutes if I am just editing text. But when a site is designed with complex graphics, we lose this flexibility. Adding a page is like trying to create and then squeeze-in a new puzzle piece to a 1,000-piece jigsaw puzzle!

 

So, when you are working with a website designer -- whether it's Integrity Marketing or someone else -- please insist on the KISS principle -- Keep It Simple Stupid!

 

Elegant design does not have to be complex. Insist on text-only navigation buttons. Keep the graphics to a minimum and make them slow down on the scripts, too. Scripts take time to run (download) and not everyone has a super high-speed connection! Simple, elegant and flexible -- insist on those qualities in every aspect of your website and you can have a winning site that drives revenue year-round!

Advanced Web Ranking an Elegant Solution to SEO Tracking

We recently downloaded an SEO tracking software, Advanced Web Ranking, on a 30-day trial. After opening, installing and running our first reports, I was sold. I highly recommend this software for anyone managing client website optimization. From a user's standpoint, there are several things that stand out about Advanced Web Ranking:

1. The download instructions were easy to understand, and the trial-version is a fully-functioning version. I was able to customize and print reports for our clients immediately. One of my "pet peeves" about trial software is that so many of the features I want to use are "turned off" in the trial version that I never get to really "try" the product. Not so with Advanced Web Ranking, they wisely let me take the product on a full test drive.
   

2. The software is intuitive. I was setting up keyword and website ranking reports, printing out personalized, custom reports, and sending them via email and even by ftp online automatically -- all on the first day!

3. The user's guide! Yes! There IS a user's guide, which is the first pleasant surprise. Next, it's a few hundred pages, complete with screen shots and keyword-search functionality. In other words, the user's guide was actually helpful! Again, what a pleasant surprise!

4. Finally, when I did actually have a question that required an email to the AWR support team, it was promptly answered -- by a real person, with a real answer. Another pleasant surprise!

Our purpose in using the software is to track the search engine ranking of our clients' websites for keyword phrases. We run a baseline for each new optimization client before we begin optimizing their site. AWR also gives us a ranking report for the sites competing with our clients. This "top sites" competitive report is very valuable to us from a consulting perspective, as well as for optimization purposes. It gives us an excellent overview of the main "players" in any given market, tells us just how competitive it may or may not be to rank well in that market, and also gives us some insight into the strategies our clients' competitors are using online. Interestingly, we find many of our clients are fairly competitive, and seeing exactly which sites are ranking above theirs is a pretty strong motivator to getting the job done!

AWR allows us to pinpoint the primary keywords and phrases for each of our client websites, establish a baseline ranking for the site with all major search engines, and then track our progress once we publish the site. In this day of tight marketing budgets, it's imperative that we track our results and show our clients hard-copy proof of success.

Additionally, we are able to set up automatic tracking, so our clients' reports will run automatically overnight -- conserving precious resources during work hours -- and providing us with up-to-the-minute feedback on our clients' rankings. Clients who sign on for ongoing SEO management benefit from our pro-active approach to search engine ranking. The AWR reports show us quickly and clearly when a site has moved up or fallen in rank on any search engine, for any of our primary keywords or phrases. So, we get a heads-up and go to work on the tweaking and tinkering that will push the site back up. When our clients see the cold, hard facts reported in front of them, it's also much easier for us to convince them of the NEXT necessary steps -- whether that's building off-site links, establishing a blog, utilizing Twitter and Facebook, or implementing follow-up and conversion strategies that ensure site traffic becomes practice revenue!

Here is a screen shot of of the search engine rank for our client, Jerry Reif (the keyword phrase is Saginaw Michigan Estate Planning Attorney):

 

Estate Planning Attorneys Drive Down Client Acquisition Costs with Internet Technologies

One of the first things I do when consulting with a new client is pull together key financials that speak to the long-term health of their estate planning or elder law practice. Client acquisition costs are a key, and frequently overlooked, indicator of long-term health ... or impending difficulty.

 

I recently reviewed a promotional offer from another marketing company claiming that retail seminars are "still" the best practice-building strategy. I chuckled as I thought to myself, yes indeed - they certainly are ... for the marketer! This fellow's practice grows every time he signs someone up for his seminar marketing service. Seminar marketing is a gold mine -- for marketeers. There are invitations to be designed, printed and mailed, mailing lists to purchase, advertising to be designed, purchased and placed, phone calls to be made, presentations to be created, and the follow-up ... oh the follow-up! Ah ... give me a moment while I bask in the glow of bygone years of profit ...

 

Whenever I work with a client for whom seminar marketing is the primary practice-building strategy, I know I need to perform a marketing intervention, because client acquisition costs will be through-the-roof. And, because seminars do bring in new clients and new revenue, the attorney often is nearly evangelistic in his fervor to defend them...until we look at the numbers.

 

An estate planning practice requires a steady stream of new qualified prospects, so it's not unusual for marketing expenses to be somewhat higher than in other practice areas. This is understandable. But this just means that every marketing dollar needs to work even harder in the estate planning practice. Client acquisition costs need to be driven down at every turn. Otherwise, the attorney is not unlike the pet-store hamster, constantly running in perpetual motion but never getting ahead!

 

Leveraging internet technologies is the key to driving down client acquisition costs. We have known this at Integrity Marketing Solutions for more than a decade! You seldom find us exhibiting in fancy booths at expensive trade shows or advertising in high-dollar glossy magazines. Why not? Because that is not the smartest investment of marketing dollars, for us or for you either! Over the past five years, virtually all of our new business has been generated either through word-of-mouth referrals, or from our online efforts with Google Adwords, our optimized website or blog, and more recently Twitter or Facebook. In fact, just yesterday we were privileged to welcome a new client with whom our only previous interaction had been on Twitter.

 

How many new clients came to your door through your website, or other online marketing efforts, during the past six months ... or year? It's time to leverage those technologies to cut your costs, expand your influence and build revenue!

 

Join us at 12 noon (central) on Tuesday, August 25 for a virtual Practice Development Workshop, and let us show you how. for more details, read on below or visit our website at http://www.estateplanningpartners.com/ims_clientworkshop.htm ... or call james toll-free at 1-877-352-2021, ext. 0 and he can give you the whole scoop and get you registered over the phone.

Practice Development Workshop for Attorneys

Leveraging Internet Technologies
To Cut Costs, Expand Influence & Build Revenue

What would it do for your estate planning practice if tomorrow morning you were invited to speak to a packed-hall of entrepreneurial business owners? And all of them in attendance were keenly interested in selling their business, transferring it to the next generation, or equalizing their estate for all of their children? Additionally, each and every person gave you their email address, visited your website, and asked if you would please stay in touch with them over the next several months. What if this happened every single day of the week?

Would this transform your practice?

Of course it would! And it is happening on the internet every day. Not just business owners, but special-interest groups of all types from caregivers for the elderly to sailing enthusiasts and alpaca farmers. People are gathering together on the internet to pursue their interests and find services that meet their specialized needs.

But reaching them is both science and art. Old sales methods fall flat and even backfire on the internet. Violate the netiquette  and quickly become a pariah.

In our next Practice Development Series workshop on August 25, we will show you how to leverage internet technologies to cut your costs, expand your influence and build revenue, even in a down economy!

Websites, SEO, Facebook, Twitter, blogs, Linked-In, pay-per-click, Google, Bing! -- there is a vast new online universe with its own lexicon. If you haven't caught up with the technology, there's no more time to wait! NOW is the time to get up-to-speed and start leveraging technology to grow your practice.

Practice Development Series Online Workshop
Leveraging Internet Technologies
Tuesday, August 25, 2009 | 12 noon (central)

We will show you how to leverage your time with social media and share strategies that guarantee you get the most out of your online investment. You will learn the secrets of search engine optimization, the keys to getting local search results, why blogging is so powerful and how to use social media like Twitter to expand your influence within key markets.

Additionally, we've invited your colleagues Jerry Reif and Lizette Sundvick, two successful estate attorneys practicing in very different markets, to share with you their insights about the trends and challenges in the estate planning marketplace. We're also building a social networking space where you can continue to share ideas with your colleagues from the workshop.

Workshop Details:

• Online Workshop w/ audio, video and chat

• 12 noon (central time) | Tuesday, Aug. 25

• Program will be recorded and available for review to all paid registrants

• Opt-in networking site so you can share ideas with your colleagues

Tuition

• Regular Tuition: $149 per firm

• Early Registration (through Aug. 18): $99 per firm

One tuition fee will cover your entire firm. You can broadcast over the web into your conference room and share ideas and valuable training with your entire staff.

Special Offer: 100% Tuition Rebate!
Apply your entire registration fee to any new website design service,
re-design & update, or search engine optimization.

Click Here to Register Now & Save $50!
$99 Early Registration

New Stats on How Consumers Find Businesses

I just ran across some very interesting new statistics out about how consumers find businesses, including professional services, released this month by the Berry corporation, a Yellow Pages publisher. (These numbers are based on their own consumer surveys.)

 

Berry describes the new model as "Multiplatform Consumer Usage."

 

During the previous month, the consumers surveyed reported searching for business services using the following media:

 

64% of those surveyed used the Yellow Pages.

54% used a website

47% used an online search engine such as Google

24% used Internet Yellow Pages

 

I think these numbers are particularly interesting because they are reported by a Yellow Pages publisher, surveying their own customers. While it may appear at first blush that Yellow Pages still wins out, with 64% saying they used Yellow Pages, the website / search engine usage combined makes a compelling argument for search engine optimization!

 

Even the phone directory people are figuring out that "we are all digital marketers now."

 

What does this media revolution mean to you and your estate planning or elder law practice? How do you leverage internet technologies to reduce your costs, expand your influence and increase your revenue?

 

Join us at 12 noon (central) on August 25 for our Practice Development Series workshop, "Leveraging Internet Technologies."

 

We will show you why internet technologies are essential to your practice marketing. We'll show you how to use them to leverage your time (rather than eat it up!) and we'll share strategies to ensure you get the most out of your marekting investment. You'll learn the secrets of search engine optimization, the keys to getting local search results, why blogging is so powerful and how to use social media like Twitter to expand your influence within key markets.

Additionally, we've invited your colleagues Jerry Reif and Lizette Sundvick, two successful estate attorneys practicing in very different markets to share with you their insights about trends and challenges in the estate planning marketplace.

Conference Details

• Online Workshop w/ audio, video and chat
• 12 noon (central time) | Tuesday, Aug. 25
• Program will be recorded and available for review to all paid registrants
• Opt-in networking site so you can share ideas with your colleagues

Tuition Fees

• Regular Tuition: $149 per firm
• Early Registration (through Aug. 18): $99 per firm

One tuition fee will cover your entire firm. You can broadcast over the web into your conference room and share ideas and valuable training with your entire staff.

Special Offer: 100% Tuition Rebate!
Apply your entire registration fee to any new website design service, re-design & update, or search engine optimization.

Click here for more information, or to register online.

Getting the Highest ROI on Email Marketing

Email marketing continues to grow, both in importance and frustration. In a recent report, "US Email Marketing Forecast, 2009- 2014," released by Forrester Research this month, strong growth in email marketing is expected to continue through 2014, spurred primarily by the decline in use of US Postal services. Advertising Age this week predicted that digital marketing will grow from about 12% of overall advertising spending to about 21% in the next five years.

Professional marketers now know that digital marketing -- both online and email -- is no longer experimental. It is proven effective, especially in terms of ROI. In fact, even the Direct Marketing Association (primarily direct-mail) credits email marketing with an ROI of $43.52 (per $1 invested). Other researchers, however, place it even higher at approximately $130 (per $1 invested).

At the same time, though, spam is a constant frustation for professional marketers. A recent study revealed that spam accounted for 90.4% of all email traffic scanned in June of this year. Everybody hates spam and no one wants their email to be considered "spam" by their recipients.

How can you implement an effective email marketing campaign for your law practice? One that does not get your firm "black-listed" as a spammer, one that does not annoy your clients, but rather is seen as a valuable resource? One that drives new business and generates a decent ROI?

Here are some tips:

• Make sure you know your cilents well, and create highly relevant emails

• Practice good list hygiene and make sure your email marketing system is CAN-SPAM compliant

• Email with enough frequency to maintain client awareness, but do not bombard your clients either.

• Utilize the "from" line to identify yourself, emails from known senders are more likely to get opened, and even if they aren't opened, you have made another impression for your brand.

• Always maintain a professional appearance in design, delivery and message. Remember, your message leaves a lasting impression on everyone who sees it, even those who do not respond. Make sure that impression is a good one!

• Be honest and compelling in your subject line. Never use "trickery" to fool people into opening your email. Make sure your email delivers on the subject line promise. Also, avoid puffery and other "spammy" tactics ... including FREE! DISCOUNT! LAST CHANCE and ALL CAPS w/ EXCLAMATION POINTS!

One effort we have made to boost the ROI for our clients' email marketing is to host a unique, animated e-newsletter on their website. Whether recipients click-through on their email or not, the online newsletter adds keyword-rich content to their website. The animated presentation is interactive, easily forwarded to a friend, printable and best-of-all -- searchable. Not only by the user, but also automatically indexed by search engines. This way, we provide a WOW! factor to the site, an interactive experience for their readers, and boost their search engine rankings with new, keyword-rich content every month.

As professional marketers, we have to keep looking for every penny we can help our clients squeeze out of their marketing investment.

Organize Your Website Around Your Passions

Everyone wants their website to land on the first page of Google when prospective clients go searching. But the marketer's question is, "Searching for what?" Do you know what your prospective clients are searching for when you hope they are searching for you?

Optimizing your website for keywords is a fundamental marketing task. A little research will show which key words and phrases are most popular, drive the most traffic. 

But optimizing your website is not just about choosing popular keywords. Website optimization begins with visualizing your ideal practice and defining your ideal client. What type of work drives your passion? What types of clients bring you the most satisfying work?

Organize your website around your passions. Do you prefer to work with middle-class retired couples? Entrepreneurial business owners? Youthful, energetic families or does your passion lie more with serving the elderly? Start thinking of your website in terms of your ideal practice, then create relevant, compelling content that appeals to your ideal client. The keywords will flow from that content.

Optimizing your website should result, not in page one rankings on Google, but in a satisfying and rewarding estate or elder law practice -- one that is both profitable and enjoyable.

Web Content Drives Traffic, Engages Visitors

We have had tremendous positive feedback on our new website Content Modules! Deploy these powerful, topic-specific modules on your estate or elder law website to drive traffic and differentiate your firm online. Not only will they add a real Wow! factor to your site, but they also give you keyword-rich, topic-specific content, automatically indexed by all the major search engines.

You already know that search engines love content. These content-rich modules are just the ticket to drive focused traffic to your site -- choose from 11 titles, including Elder Law 101, Business Owners, Estate Administration, Charitable Planning, even Pet Trusts ... and more!

Once you get visitors to your site, the next vital step is to keep them with engaging content. Your website visitors will love the interactive features, including page-turning, zoom in or out, and email to a friend. They also can print any or all pages directly from within the document. Additionally, hyperlinks within the document are all active, so your readers can click-through your document directly to any page on your site.

Click Here to View A Sample:
http://www.dpub.us/IMS/Elder-Law-101.html

Pricing for one title is just $299, which includes personalization, publishing, hosting and licensing for a full year. Volume discounts also apply.

For more information, visit our website at http://www.estateplanningpartners.com/IMS_Content_Modules.htm

or call James at 1-877-352-2021, ext. 0.