Every day, tens of thousands of people in Poland searches the Web in search of business information. According to statistical data in the past year 246000 has been entered in the search box office Google.pl word, a 74000 times the word lawyer (Source: AdWords Google.pl). Seen from the above, that the impact of the Internet is enormous, and the chances of occurrence aligned. State Chancellery of the site is the same access as large, reputable Law Firm, and all (at least in primary) completely free - you just need to create your own website and to prepare content. Considering, that thanks to your firm website is available from anywhere in the world, seven days a week, Do not do not take seriously the construction and development of a corporate law firm hand.
In a previous article, presented you generally marketing capabilities and objectives of legal services which are in harmony, and even drawing inspiration from the existing Code of Ethics lawyer. In this article we will give you practical tips, how a small firm of lawyers can match the network's largest corporations by using the tools available on the web.
Now that we have some information about the strength of the impact of the Internet to communicate with potential customers, and also learned some important advantages due to having your own website let's focus on the creation and promotion.
Selection address WWW
Before we get into architecture, Graphics, selection of the contractor parties filing a domain must be selected (Web address), under which it will be displayed your site. In a previous article we pointed out a comprehensive identification - corporate website address is one of the most important of its elements. No matter how many times you change your registered office, website address will be the same. Selecting the address of the office should be worn, it will accompany you all the way through their careers!
How best to select the address of the office? Once again, let's get to Code of ethics lawyer - It allows the information called in a fancy law firm or lawyer names. Using this information,, a sample address the State Office for example, may sound. www.nazwafantazyjna-kancelaria.pl, www.nazwisko-adwokat.eu, www.nazwafantazyjna.pl. Is a combination of a lot of. It is worth noting, that give the site address information, with whom we are dealing. Through the use of the term office immediately indicate the nature of the site, and to distinguish it from a million other websites in the network. Also remember, State the address of the site is dedicated to the client firm, and you do not, therefore it should be easy to remember, usually associated with your profession, Law Firm, should be deprived of spelling difficult words.
In our work, every day we meet with the practice of creating websites for free servers within the domain of type nazwa.xyz.pl (wherein xvz.pl is actually the domain name of the service provider). We do not recommend such action, however,, in particular because, really all that effort and outlay, which we put into promoting this domain will contribute to the promotion of the provider xyz.pl, instead of our brand. Therefore, do not spare any of several zlotys on its own, unique domain address - is an investment for many years, and remember, that the formation of the history of the Internet domain name is just as important, as the creation of a considered, reasonably content on the website.
After selecting the address of the website you're ready to start planning our firm's image on the web.
Formation page WWW
The dynamic development of the Internet allows us to create a law firm hand over several hours. This is possible because organizations, that offer templates dedicated to specific occupational groups. Thus, you can choose your law firm website template, insert the desired content, and within two days you have your website on the Internet. This solution is suitable only for short term. The key word here is template - So made shall be deprived of individuality page, Your office distinctive from the competition. Page based on such solutions is difficult to promote the Internet, inelastic, based on a general code, and thus also open to action "burglars".
That future marketing efforts have been successful, we strongly recommend the implementation of the Website with individual and unique character - it takes longer and usually requires more time and financial commitment, However, many times greater than the effect of the possibility of templates. It creates your website will showcase the available regardless of time and place, where your potential customer receives all the necessary information about your brand, image and services offered by the law firm.
Deciding on the performance of the website Office, whether by purchase of template, or arranging for her to perform interactive agency, please keep in mind all the time, the site is for the customer, and not the owner.
Accordingly, the, to avoid errors, such as:
– long time to wait for the opening of the page - There is nothing worse for an internet like waiting for web pages to load. Thus, creating a page, you expect your site, which will be opened up quickly using the Internet both stationary, How increasingly popular wireless links.
– readability of content - Preparing the content to always remember holding office, that it is dedicated to people, who are not lawyers. Weave the content of the page deadlines, which will be confusing for the customer will, that he will leave the site and do not opt for further contact. We emphasize: site is dedicated to users, so current and potential customers!
– artwork page - The most personal part of the design of your site. Artwork includes most of the elements of a comprehensive identification Office, it consists of, among others,: trademark or graphic chambers or company, lawyers photos, shareholders, color, but also the layout of the buttons and components (pages) Website. Well-planned and executed website video frame is 90% success in the form of interest in a person entering its page content.
Website can be made using a variety of technologies - one of them is controversial Flash technology, by which party gains on the dynamics, and the whole thing reminds often animated film. Our customers usually advise against performing parties in this technology for several reasons. Firstly, such a project is an investment in a relatively expensive; secondly, Flash is based on a graphic, thus it is difficult to manage content, and this entails poorer tolerance of such pages by search engines; thirdly, hand made in Flash technology is usually much longer load fine, which adversely affects the interest of a party by users. It should take into account the issue, because at the initial design stage about this page will sail.
Suppose, that our dream has been fulfilled - the selected domain built our firm website. What to do next?
Marketing on the Internet
The existence of a firm hand is pointless, if the probability of finding a potential customer is close to zero. There are some cheap and simple solutions, so that according to the law, you can advertise your website on the web.
– optimization of content on the site - Arrangement of content on the site will have an impact on the higher or lower position in the search engines. Due to the complexity of the issue, we rely on professional agencies, which submitted by you will develop content for the principles of optimization.
– order - The cheapest and most effective in the first phase of the hand way to advertise web address. Just send out the customer, contractors and friends information, that our site was created. If so, you party gaining users, so that we can know the comments on the page, report any inaccuracies or errors. This test makes, that the site will be even better prepared for new users.
– Internet directories - There are thousands of sites, where you can completely free to place information about your firm, where you serve only the name, address, telephone and very importantly Office website. It should take care of it, that our party was evident in catalogs. Firstly, users often just there looking for industry information; secondly, catalogs, because of the time of the existence and amount of the offered content is always displayed in the top positions in the search engines, CYM is also gaining on our site.
– Discussion Forums - If you participate in some industry groups, should add an entry on your web page. This gives a similar effect, as the existence of web directories.
– internet marketing search engine - In the case of law firms, we suggest you consider internet marketing model associated with the world's most popular search engine Google and Poland - SEM or serach engine marketing. Broadly speaking, they are paid promotional activities, which are designed to achieve the best possible service position in search results, on certain words / key phrases entered by users. In our case, these words may be key: lawyer, lawyers, office, law firm. The activities SEM will display the State Office of the top ten search results on search engine. Search Engine Marketing Campaigns, because of their complexity, have the best marketing agencies.
Last year, 246000 people searching the Internet Office. Most of them went to the closer or further your competition. Considering, that the activities of the office can go beyond established (without the need for troops) should focus on the creation of a comprehensive strategy for communication with Internet users. In the long term well invested resources will bring tangible benefits in the form of increased interest in your offer, increase in inquiries and, consequently, an increase in sales of services.
There are many more ways for the existence of the Internet, while non-advertising. We gave some basic, which do not require great financial effort and are available almost on the doorstep. Due to the, that the rest of the tools available to law firms revolves around e-PR, devote to this issue a separate article.
