Internet Marketing: Establishing a Powerful Online Presence

Fred J. Cohen, ESQ.zolacreative.com

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} 49 States

} Standards and Enforceability

} New York

} California

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"...the Internet is a critical component to every law firm

marketing strategy-no matter where you are, how large

your firm is, or the areas in which you

practice....." and "Above all, remember that your Web

site is your most visible first impression. It also has a

chance of being your second and third impression, if it

is compelling enough to draw visitors back."

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1. More clients

2. Enhance credibility

3. Promote referrals from other attorneys, past

clients and other referral sources

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Your reputation precedes you…(But in the online world, you have some control over it)

} False, misleading or private information

} Negative online reviews

} Personal, private information

} Campaign contributions, lawsuit information

What does a Google search reveal about you?

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} Design

} Content

} SEO

} Management

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Game of Chicken

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Tasty Natural & Healthy

Which chicken?

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} Layout

} Color Scheme

} Visual Tension

} Legal Cheese

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Unremarkable if…

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PART II Search Engine Optimization

GOALIncrease traffic to your site by placing high in SERPs.

KEYWORD SELECTIONPractice areas + Geo Loc + Profession

Google Keyword Tool in Adwords

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How SEO works - On-site Optimizations

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Website BookDomain Name Book Title

Page Title Chapter Name

Menu Table of Contents

Sitemap Index

“Off-Site” Optimization: Authority / Relevancy

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Black hat SEO

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PART III Content

} One page to each (sub) practice area

} Remember who your audience is;

emphasize the types of clients you assist.

} Testimonials & Success stories

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} Overarching Disclaimer

} Advertising Disclaimer

} Claims of Specialty

} Testimonials, Past Verdicts & Comparisons

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} False/Misleading Statements

} Comparisons

} Imagery Limitations

} Slogan

} Name, Address & Tel No

} Retention

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} Keep SEO in mind

} Don’t make it too long

} Consider not using your name if its hard to spell.

} Ending does matter- .com

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} Firm Name or derivative thereof

} Not imply ability to obtain results!

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} Experience working with attorneys?

} Wide range of expertise?

} Unlimited revisions?

} Own the design?

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Criteria for selecting a web developer:

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fred.cohen@zolamedia.com

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QUESTIONS?