Internet Marketing Roadmap For Lawyers
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This course details the strategies that I used to increase the traffic on our website from 200 visitors per month to 20,000 visitors per month and more importantly, a constant stream of new leads and customers.
For many years, my firm's website was like most other business websites, only getting a dribble of traffic and it certainly wasn’t generating leads and new customers.
The strategy outlined in this course is not about instant riches or tricks in beating Google.
It is about:
I put this course to help my lawyer clients, who were spending thousands on new websites but having no idea what to do with it after it was made.
It is like buying a car but not knowing how to drive.
This course shows you how to drive, it provides a roadmap for you to follow.
Not for you? No problem.
30 day money back guarantee.
Learn on the go.
Desktop, iOS and Android.
Certificate of completion.
|Section 1: Internet Marketing Strategy|
The Primary Objective of Your WebsitePreview
|Most websites fail (no leads, customers) because they try to go to directly to the sale without looking at the attract and engage stages. In this lecture, we look at the principles of attract, engage, conversion.
|Attract - content that brings people to your site.
Blogs are one on the easiest ways to target people's specific problems.
Company sites with blogs get 55% more traffic and 77% more leads than company sites without blogs.
Engage - people will respond to content on your site that is relevant to them.
In this lecture, we examine what makes content engaging: relevant, up to date, original or unique, educational or offering a solution to their problem.
Convert - many people expect that their website will result in instant sales.
The fact is if someone leaves your site chances are that they will never return.
The key conversion for many website ( not ecommerce) will be the collecting their email address so they you can continue the conversation or nuture them towards a sale.
|Focus - understanding your market and what you want people to do on your site. What type of customers do you want - what are their fears and frustrations? Does your site appeal to them?
A website is not some magical cure for your selling problems. A simple way to test your website sales funnel is to compare it to your offline process. If your offline process takes an hour it is unlikely that a simple brochure website is going to convert.
|Outline of a strategy for professional firms but is equally appropriate to any business.
|Section 2: Inbound Marketing & Research|
The difference between inbound marketing and outbound marketing . A comparison between the old methods of marketing your business and the new methods that are available as a result of the internet.
How to build yourself and your business as an authority in your field. Showing that you know what you are talking about and that you can be trusted to take care of your customers business.
|The power of long tail keywords. Whilst many focus on the high volume search terms which may take years to rank for, the long tail keywords are often greater in volume and be higher converting keywords.
|How to use the free Keyword Tool from Google to find relevant search terms
A very simple way to find the exact problems that your target market is having - Forums.
|Summary of this section - Key takeaway - People search for solutions to their problems
|Section 3: Search Engine Optimisation|
|Introduction to SEO and the three key components
Links - The Old Way Of Getting To The Top Of Google
|SEO is a long term strategy - it is not an instant fix but the benefits can last years.
|Understanding Black Hat SEO tactics is important so you can avoid them.
|Having all the links to your site with the same anchor text is a great way to be punished by Google. A natural anchor text diversity is needed.|
|Having the right underlying structure to your website can be very easy to fix and often makes the difference if your site is actually even found.|
|Duplicate content penalties can apply to content copied from other sites but also to duplicate pages on your own site|
|Google will actually tell you what is wrong with your website and how you can improve|
|On page optimization is easy to apply if you follow these simple rules|
|A plugin to add to your Wordpress site that provides you with all the SEO tweaks you need.|
|Section 4: Domain Names, Hosting & Wordpress|
|What is a domain name and where can you host your website.|
|Wordpress is the best website platforms from most small and large businesses.|
|A few things to change to your Wordpress settings to make it ideal for your business|
|Plugins are extensions that you can add to Wordpress to make it do almost everything like eCommerce, membership sites.|
Menu Structure - Navigation Bar
Example: Creating a Page
cPanel - a quick overview
|Section 5: Pages and Adding Content to Your Site|
What is a page and when to use them
|What is a conversion and what types of conversion actions are there
If your offline sales process requires more than a brochure, your online sales process should be more than just a brochure.
|Focus on the product of the product - what benefit do people get from using your product
There are many different forms of sales pages other than just text.
|How to create a page and add content in Wordpress
|How to add an image to your page to make it more readable.
|Don't forget to add a call to action to your page
|The vital SEO components to any page and how to optimize your page
|Structuring your pages into logical groups
Where to find great images
|Section 6: Design & Wordpress Theme|
What are the components of a website - Header, menu, content, sidebar & footer
|What is the purpose of a home page - not everyone enters your site via the home page
|What is a header and what should be included in the header
|What is a menu (navigation) bar and what elements should you include.
|What is the content section and what is included in this area?
|What is a sidebar and what can you include in the sidebar
What is a footer and what can you include in the footer area.
|Changing the design of your site is easy and there are thousands of different designs to choose from
|Where to find a designer - how about running a competition
|Section 7: Blogging|
|What is Blogging and how to use blogs to build trust and authority
|What to blog about? People search for solutions to their problems
What are the components to a blog post - how is it different to a page
|The difference between are archive page and a post page
How to handle comments and what are categories
|How to add a new blog post in Wordpress
|Section 8: Going Live with Your New Site|
|What you have to do to take your draft Wordpress site live
|Don't lose all the good work from your old site - redirect traffic to the new pages
|Quick basics on DNS - a bit like a change of address form at the Post Office
|What changes you need to make to Wordpress when your site goes live
|How to add Google Analytics Tracking script to your site
|How to verify Google Webmaster tools for your site
|Setting up Wordpress SEO Plugin
|How to add the sitemap.xml to your site
|How to copy content from your old site to your new site
|Section 9: Google Analytics & Webmaster Tools|
|Making the most of what you have - how to find the low hanging fruit
Introduction to Google Analytics and what you can learn from it
|Introduction to Google Webmaster Tools and what you can learn from it
|A detailed look at the reports available in Google Analytics and what it can tell you.
How to use Analytics to find keywords and problems that you are already ranking for
|Google will tell you what is preventing your site from ranking well
|Section 10: Email - Your Most Powerful Tool|
|The most valuable asset for any business is its' customer database
|Why use email to communicate with your clients and prospects
|What makes email spam - concentrate on delivering relevant valuable content
|Why you shouldn't use Outlook to send mass email
|Common email mistakes that prevent your message being delivered
|How to use Mailchimp - a simple effective and powerful email service provider
|How to import your existing customer list into Mailchimp
|How to create your first email campaign
How to measure the effectiveness of your email campaigns
|Section 11: Social Media - LinkedIn, Facebook, Google +|
|Everyone is taking about Social media - why is it important
The main problem with Social Media is that you don't own Facebook, Twitter etc.
|An approach to start with understanding Social Media and which platforms are right for your business
|What is Twitter and how can you use it
|What is Facebook and is it right for your business
|What is LinkedIn and the number one benefit of LinkedIn - it ranks at #1 or #2 in Google for your name
I am a Chartered Accountant with over 20 years of experience as Partner in my accounting firm, Dolman Bateman.
I have worked with thousands of clients as part of our practice and understand the issues that business owners and entrepreneurs have in their business.
In addition to my business practice, I am also a Forensic Accountant and specialist Business Valuer. As a Forensic Accountant, I provide expert accounting testimony in court.
I have spoken at numerous legal conferences with the focus of simplifying complex accounting issues into simple principles and procedures that people can easily follow and understand.