The Personal Injury Legal Marketing and Management Association (PILMMA) invited LCL Web Solutions partners, Julia Lee and Louisa Chen, to speak to a select group of personal injury lawyers about website marketing.
PILMMA is a unique organization led by Ken Hardison, a North Carolina personal injury lawyer. Ken is an experienced lawyer with a great acumen for marketing, both online and off.
Julia and Louisa educated the group about how to use Google’s free tools, Analytics and Webmaster Tools. Oftentimes, attorneys are at the mercy of their internet marketing companies and simply don’t have the time to review important data about their websites. This is a mistake. Lawyers must periodically review Google Analytics and Webmaster Tools data to ensure website health and effectiveness of lead generation.
Here are two key points from the presentation.
Landing Page Analysis
Landing Pages are crucial for conversion. Content on the page must convince a web searcher, i.e., prospective client, that you are the expert in the given practice area. With Landing Page analysis, lawyers can understand what pages of their website are effective at bringing in search traffic.
Website health is also critical for conversion. Even if a website ranks well, a poor site load speed can cause a lawyer to lose a prospective client. Generally, if a lawyer’s website does not load within 1-5 seconds, the potential client may look elsewhere. Lawyers can check website health via Webmaster Tools.