Make Your News About the Readers

Posted on: Feb 4, 2014

ReaderYour law firm wants to ensure that its marketing dollars are being employed to reach as many people as possible. A lot of money goes into relevant, quality links and intelligent search engine optimization (SEO). Every person who reads an entry on your firm’s website is a potential client. So, how can you best turn those readers into viable clients?

The answer isn’t fancy. Law firm marketing is as much (if not more) about quality content as it is about the SEO and link structure that surrounds it. The more interesting your writing, the more readers will be drawn to (more…)

Posted in News Publishing, Press Release Writing

Google+ Authorship is Coming to LFN

Posted on: Jan 29, 2014

SyndicationMany law firms believe that Google+ is just one more social media platform to entertain. But with the current marketing drive behind Google+, the service is becoming virtually inseparable from Google’s search engine. In other words, you need both the search engine and Google+ to make an impact on Google as a whole.

Your Google+ profile is your identity as a law firm. Google+ Authorship is your signature. It links your identity (profile) to the content that you or your lawyers publish online.

Google+ Authorship has significant potential to drive more traffic to your profile and to increase the visibility of your (more…)

Posted in News Publishing

Use the Ampersand

Posted on: Jan 22, 2014

LFN_amperThis week, we take a look at a wild rollercoaster of a character: the ampersand. Many law firms use an ampersand in place of “and” in the firm’s business name. However, if your law firm is inconsistent in your usage, you may be missing out on some local SEO benefits.

When you submit a press release, it restates your business name, address and phone number on multiple websites. It’s one of the greatest benefits of press releases, and it may especially help your local search ranking. But if your law firm’s name is Burns & Smithers, your Google+ Local page says Burns (more…)

Posted in Legal Marketing, Press Release Writing

Topics of National Interest Improve Local Search Engine Results

Posted on: Jan 15, 2014

us_mapMany lawyers feel that news releases are only relevant to them if they pertain to their local area or just to their state. While it is true that local topics do help with optimization, national topics can also help improve local search engine results.

National news, particularly relating to topics generating substantial interest, captures more attention on a broader scale. Releases on such subjects are picked up widely and distributed on news wires that extend far beyond your community. Such a release offers exposure for your law firm’s name and website, which in turn boosts your local search results.

For example, (more…)

Posted in Legal Marketing, Press Release Writing

Link to Relevant Website Pages

Posted on: Jan 8, 2014

Thinker Thought Cloud Information Words News MessageIt’s rare that a legal marketing team links a news release to any page but its firm’s homepage. Usually, marketing teams assume that homepage links are the most direct, and therefore make the most sense. Indeed, they did make the most sense at one time. But times have changed (and so have Google algorithms).

Continuous links to the same page — whether to a home, landing or other page — may now leave you penalized in search engine results. If your law firm wants to keep its rank steady and rising, follow Google’s current guidelines: link directly to the most relevant (more…)

Posted in News Publishing, Press Release Writing

To Connect With Clients, Leave No Good Deed Unmentioned

Posted on: Dec 30, 2013

Draw AttentionAs the Christmas season comes to a close, it is time to reflect on everything your law firm tackled this year. No doubt every day was busy, filled with trials, depositions and office maintenance; new briefs drafted, new clients met and new blogs posts added to your site.

You did blog on your firm’s website, right? And not just about your case wins and legal issues?

People need to connect with you, but firms rarely offer insight into their personal sides on their websites. You can reach out to these visitors with social offerings. After all, if a visitor needs a lawyer, he (more…)

Posted in News Publishing, Press Release Writing

A Quick and Easy Guide to Placing Images in Your News Releases

Posted on: Dec 18, 2013

LFN PhotosMost people know that featuring images in a news release can help attract search engines. It is an excellent general strategy, but take care with the images you choose. If you run afoul of the copyright laws on any image you could face serious fines for copyright infringement.

If you do not have a license for an image you could face harsh legal consequences. Ensure that you save the paperwork to prove that your license is updated and valid for the purpose you are using it. This should include proof that you renewed your image licenses if they have ever (more…)

Posted in News Publishing, Press Release Writing

Counting on Word Count

Posted on: Dec 10, 2013

word countWhat goes into a perfect news release? Style? An eye-catching headline and perfect grammar? Every element is important, but the word count (or length of your news release) is the most crucial component of all.

Interestingly, writers often ignore the length of their news releases. But most editors and reporters only spare about five seconds to scan content in order to determine if it is newsworthy. The longer a release, the less chance it will be read. So, aim for between 300–500 words. Such a limit also makes content more concise; any single release over 500 words is usually redundant.

A (more…)

Posted in Legal Marketing, News Publishing

News Releases Still Deliver Web Traffic

Posted on: Nov 13, 2013

Website Traffic from Press ReleasesThe way online press releases are distributed and read has changed over the last two years. One thing that has not changed is their strong position as a leading traffic source.

Reviewing over 100 law firms that distribute at least one press release on a leading network each month, we discovered that news releases are delivering between 10%-25% of their total website traffic. This figure is based on traffic from the original news source (e.g., https://www.lawfirmnewswire.com) as well as syndicated news sources (websites that picked up the release).

Many websites that have seen a small decrease in their press release traffic (more…)

Posted in News Publishing, Press Release Writing

What parts of your press release are people reading?

Posted on: Nov 4, 2013

Scrollmap_BLF_LFN_BLOGScrollmaps display a visual recording of the length of time a reader spends on various sections of a page. For example, where readers spend most of their time is reflected by white, yellow and red. Areas in which readers spend minimal amounts of time are blue and black with green showing some interest in the middle.

To see what parts of a press release viewers spend the most time reading, we got permission from our friends at the Bigger Law Firm magazine to install a scrollmap tool on their Oct. 21 press release announcing the newest issue of their publication.

Here is what (more…)

Posted in News Publishing, Press Release Writing