Tag lines are trickier than you might expect. (First of 3 posts) Tag lines are hard – a small handful of strategically selected words that encapsulate everything you stand for and want your target audience to know about you. It’s…
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Great Website Design Isn’t Pretty. It’s Effective. What’s nice about eye-track testing is that it shows precisely what grabs your viewers’ attention, what they see, in what order, and how long they linger at each point. That’s incredibly powerful data….
Above the Law, one of our favorite legal publications recently wrote: “There Are A Whole Lot Of Terrible Law Firm Websites. “Some of the worst (and best) law firm websites.” “A lot of the stock imagery we employ here at Above…
Go ahead. I dare you to read this. Below is the first paragraph of the biography of a well-known banking attorney at a national law firm. Please read it carefully. Point to the exact word if you find yourself skimming this:…
Let’s make our attorneys’ headshots look their best. Website updates are the ideal time to evaluate whether the firm’s current headshots still convey the firm’s message appropriately. (First a few paragraphs of theory and branding strategy, then I’ve pasted a…
Because they’re really hard to do well. It’s not just you–most law firm blogs stink. Here’s why. I responded to a question on an online legal marketing group posed by someone whose firm was struggling to re-launch a blog “to…
There are four critical steps to overhauling your website: Strategy and messaging Design Coding Maintenance That is, first conceive the brand message. That’s the winning strategy, the competitive advantage that can lead to increased revenue and profitability. That’s what turns a new website…
Ross’s Top 10 Law Firm Domain Name Mistakes (Part II) Last week I discussed Ross’s Domain Name Rules 1-5, how to ensure that your website is easy for prospects to find, and that you’re using best practices in selecting your domain name….
Ross’s Top 10 Law Firm Domain Name Mistakes (Part I) What’s Your Law Firm’s Domain Name? YourName.com Back in the mid-90s, we were just starting to develop the first law firm websites. As Marketing Partner of Ungaretti & Harris in the…
Our Biggest Marketing Flop. Marketers like to argue which works better, Marketing or Sales. [2017 update] It’s like asking which is more successful, Nike, the classic marketing company, or IBM, the definitive Sales organization. Obviously, the answer is “both.”…
