SEO Without CRO is a Plane Without an Engine

Are you practicing SEO... without the "engines" of CRO?

Are you practicing SEO… without the “engines” of CRO?

What is it that you want to achieve with your company website? Is the end goal the sheer glory of seeing your web appear high in the search engine pages for random keyword phrases? Or perhaps the c-suite execs push for numbers – the more people that arrive at the site each month, the better?

Of course not.

Search engine rankings and number of visitors are meaningless unless they convert into leads or clients. Even if the only goal of the website is to provide information,  it is still desirable that the visitors that land on the site have an interest in the topic and their path through the site to find the information they seek should be productive.

The point of the website is  to have visitors interact with it in one or more of  any number of pre-determined conversion goals. SEO gets the visitors to the site but CRO gets them to interact with it and hit those conversion goals.

The Objective of SEO

To take the above a step further – what is the objective of SEO? Is it to achieve high placement in the search engine results pages or is it to achieve relevant site traffic?

If all you want is traffic for traffic sake then by all means pepper every page with key phrases containing the word ‘free’ and any number of x-rated buzz words but don’t expect your website visitors to do anything other than suck up your bandwidth.

SEO for SEO’s sake is like a plane without an engine. You can fill it with as many people as will fit but you ain’t going anywhere.

Search engine rankings and number of visitors are meaningless unless they convert into leads or clients.”

Avoiding Ego Boost Keyphrases

Unfortunately when it comes to digital marketing some business owners just lose their minds.  For some reason all commonsense deserts them and instead of creating content which provides the most relevant information to their target customer, they start pushing to get ego boost phrases to the top of the serps (Search Engine Results Pages) . Serp domination becomes their goal not client conversion.

Seriously, who cares if your website is in the first position of Google for the term general contractor? Do you think that a motivated buyer is going to search using that term or do you think he is more likely to use a location specific term like Clark County general contractor quotes.

By getting more specific you are immediately reducing the competition for airspace at the top of the serps, in the case above from 54,400,000 down to 804,400 and Google recognizes that you are far more likely to provide a relevant answer to any search query related to general contractor quotes in Clark County (whether or not the searcher included the words Clark County or was simply located in Clark County).

Okay, so you can improve your search engine optimization by using more specific phrases and, if relevant to your business, including location focused content. But this is not exactly news. Google has been geotargeting for several years now and we have covered choosing the perfect long tail keywords in past articles.

Good search engine optimization, like choosing the most effective long tail keywords, can result in vastly improved traffic but remember ‘bums on seats’ is not the end goal. It is what these visitors do on on site that is important and that is where CRO comes in.

SEO from a CRO POV

Wow. Acronym overload. What I mean is let’s forget how search engine optimization can influence your serps and look instead at  how it might influence your visitors and increase your conversion rate optimization. If you have chosen to optimize your site for well chosen keywords then visitors that arrive via a google search listing will find what they were looking for. On the other hand, if you have gone for ego boost or ineffective phrases then you will see high bounce and exit rates.

In Google Analytics you can view bounce rate vs sessions for the entire site or drill down and analyze bounce rates for a particular page over time.



You can also identify which pages have the highest exit rates and flag them for review. The Google Analytics behaviour flow chart is also very useful for seeing exactly which pages have the largest drop off and you can view this by Landing Page or by Medium/Source which will help you determine how tweaking site content / keyword selection is effecting your visitor’s path through the site.


With access to your Google Analytics dashboard you can access reports like these any time but it’s possible to set up a specific content conversion report. A good starting point is the Content Analysis Dashboard template by Vagelis Varfis, available in the Google Analytics Report Gallery.

Google Analytics

Unpack that template within the Custom Report section of your site’s account in Google Analytics and you have a dashboard which at a glance gives you an overview of:

  • Pageviews and Unique Pageviews by Page Title
  • Visits and % New Visits by Landing Page
  • Average Time on Page and Bounce Rate by Page Title
  • exit and page Views by Page
  • Goal Conversions
  • Page Views by Country / Territory
  • Page Views by City

You can delete or add widgets up to a total of 12 which allow you to slice and dice visitor activity just about any way you want. This report can be set to email to interested parties on a regular basis and is a good way to keep your SEO team focused on the CRO goals – converting visitors into customers.

Lock in your learning… more CRO related articles:

Increasing Email Conversion Rates

What is Everyone CROing About?

Smart Forms for Smart Conversion

How to Increase Conversion Rates




Increasing Your eMail Conversion Rates

Smart email marketing at Webdirexion

Smart eMail marketing campaigns still rock… and A/B testing improves results.

Everyone is looking for ways to keep their prospects engaged and move them closer to a sale. One way is creating an email campaign, for inquiring minds that want to know! A/B Testing and Conversion Rate Optimizing your emails that are sent out to your prospects go hand in hand to increase your conversion rates. .

How do you know if your email is grabbing your prospects attention? A/B testing is best way to go, and guess who offers an easy solution? (more…)

How to Increase Your Conversion Rates

C.R.O. is an Art and a Science in which you are always testing to create more leads.

C.R.O. is an Art and a Science in which you are always testing to create more leads.

What are you key conversion rates (a conversion happens when a visitor moves one step closer to becoming a customer)?  How do you increase conversion rates?  Answers to both questions are vital to your business, but a good number of marketers don’t know their conversion numbers and aren’t taking the right steps to increase results.

…you need to test at each key point in your funnel for optimal results, from headlines in PPC ads to calls to action on landing pages to open rates in followup drip marketing.  Then you’ll win a higher percentage of qualified leads.”

First, let me tell you a couple of things that CRO — Conversion Rate Optimization — is not about.  It’s not about traffic volume.  You could have a low volume of visitors in a very small niche, for example, but be converting a good number of those visitors into prospects that become customers.  C.R.O is not primarily about content marketing… because content is not king.   (more…)

Smart Thinking Behind Smart Forms to Boost Conversions

When you work on CRO — Conversion Rate Optimization — at your website there are a number of steps in the process where you can impact how many site visitors will convert to a lead for you.  Developing and testing your forms is one tactic marketers often overlook.  One approach is to create a ”smart form” for your business that delivers specific information tailored to the individual that is completing the form. Forms that automatically show or hide fields based on the user’s response are known as ”smart forms” and FormStack refers to this capability as “conditional logic.”

Using this feature offers many advantages, including the following:

  • Enables the form to look less intimidating than it really is
  • Creates the unique, individualized experience all internet users are looking for
  • Hides information that you don’t want all users to see

FormStack released an extensive report that evaluated trends, conversions and analytics of more than 40,000 forms for 2014 – it may come as no surprise that smart forms ranked supreme with the most engagement and conversions.  This only makes sense when you consider the content is tailored to the individual and relevant. (more…)

What is Everyone CROing About?

“Never stop testing, and your advertising will never stop improving.” – David Ogilvy

A/B testing often results in better CRO.

A/B testing often results in better CRO.

If increasing sales is the holy grail for marketers, why don’t more pay attention to CRO — Conversion Rate Optimization?  Let’s say your typical B2B sales campaign looks something like this when it comes to Online Marketing:  Set up a landing page; run a PPC campaign; send out a promotional email to your list, drive warm prospects back to your landing page; look for visitors to convert via a form on the page which puts them into your CRM? Done?  Not by a long shot. You need to find ways to improve results.

There’s a chain of “C” focus points on the way to a sale which all may be optimized: Content; Conversion; Connection; Close. You need to test each step of that process for better performance. That’s when you start CROing.  Only then can you maximize ROI — Return on Investment. Only then will your boss understand how valuable you are to the organization.

Learn more in BLIP Magazine — this week’s edition is dedicated to CRO

If you are not writing at least three (more…)

Social Media Marketing & Content Strategy

Are you closing your social media connection loops?

Are you closing your social media connection loops?

How can you engage strong Klout leaders in social media, then close the engagement loop?  Let’s take a look.  This post begins with a focus on a great engagement tip using HootSuite — the pro social media dashboard, scheduling and swiss knife tool.  Then we’ll look at a SlideShare presentation (still another content engagement tactic you should explore) and with a takeaway on content strategy.  The beauty of the sequence is that using social media, one connection led to another and this post closes that loop.

Let’s start with a Hootsuite tip (disclosure, Webdirexion is a pro solution partner with Hootsuite and both Julie Hume and myself are certified in Social Media Marketing by Hootsuite University).  In a nutshell, this tip focuses on finding and engaging Klout leaders.  You read it right — “Klout” is the name of a ratings service that looks a key performance indicators in social media and assigns you a score.  The higher the score, the more Klout you have… see Webdirexion’s Klout score here.

The Klout Technique in Hootsuite

In the screenshot below, using Hootsuite, you can see that I have first filtered in the “stream” of twitter users that have mentioned our company (@Webdirexion) using the Klout filter set for at least 40-45 strength.  This reveals at least one possible Klout leader for engagement:

engaging with Klout leaders as a social media marketing tactic.

3-steps for engaging with Klout leaders as a social media marketing tactic.

Reply to Klout Leader as a social media engagement tactic

My reply, which links back to this post, shows in the Hootsuite stream with the original message.

After I review a Klout leaders profile, I check number of followers (Vinay has 4400+ followers that may see my reply to him) and further qualify the the contact. Then I actually read the post and follow the link in it.  I need to do each of these things to qualify the contact (ie. a possible client or a colleague?) and make an intelligent reply.  No robo-replies here — being “social” means you actually talk to one another with authentic dialog.

Following the link in Mr. Koshy’s original post led me to the slideshare presentation included below — and gave me the right inspiration for a reply.  Note that in the reply, I did three key things:

  • I linked back to this article which mentions the dialog
  • I put some text before @vpkoshy because if I did not, only vpkoshy would see the reply (credit to our Julie Hume for the tip on that tactic)
  • I used a hashtag to extend visibility for the reply

The Content Strategy Concept (from a Slideshare presentation)

Note how the Content Pillars support each of the objectives above.

Note how the Content Pillars support each of the objectives above.

On slide 28 shown at right, in a presentation recommended by our Klout Leader friend from Australia, the author  (Christel Quek) gives a diagram of three “content pillars” supporting the audience, brand objective and user motivations.  What a concise way to picture your “content marketing” work to be done.

There are also a number of great tips for social media marketing in that presentation, including:

  • Using hashtags as a call to action
  • Let your brand personality shine in social media
  • Remember to use social media to “listen to understand”
  • Focus on how your products or services touch people’s lives
  • Make your user the hero
  • Recognize your champions — influencers

I then left a comment at the slideshare.  Thousands of people will see the tweet.  Mr. Koshy will see that Webdirexion replied directly and followed up and respected his tweet.  Ms. Quek will find out that a Koshy tweet led to a blog post with her slideshare embedded (below).  Who knows, maybe Vinay Koshy and Christel Quek will learn about and help be influencers for Webdirexion.  It’s a social circle — see how that works?

Here’s the slideshare on winning at content strategy:

Hootsuite:  Social Insights with Adam Pisoni Co-founder – Yammer

At the center of this post’s tactical tools is Hootsuite, so we’ll end with a short video of thoughts related to using the platform.

How does a company respond fast enough to their customers that are themselves, communicating, sharing and learning at faster and faster speeds due to technology?  Adam Pisoni of Yammer has some thoughts in the following video. Yammer is a private social network that helps employees collaborate across departments, locations, and business apps.  Note that you can add Yammer and dozens of other networks and apps into your convenient Hootsuite pro dashboard.

Announcing BLIP Online Marketing Magazine

Our curated Online Marketing magazine, BLIP, includes articles from our favorite strategic thinkers and our experienced marketing team.

Our curated Online Marketing magazine, BLIP, includes articles from our favorite strategic thinkers and our experienced marketing team.

We’re pleased to announce the launch of BLIP Magazine (@ — a curated publication featuring articles for marketing communications professionals on strategies and tactics for SEO, Social Media, Content Marketing, A/B Testing, Conversion Rate Optimization and more.  Inspiration for the name BLIP came from how fast things move in this space — Blip… Google has changed its algorithm… Blip we’re mobile centric now… Blip… there’s a new social media marketing tool.  You get it.

Earlier I wrote about four different content curation tools we use and one of them is FLIPboard, the technology behind BLIP.  It’s hip (sorry, couldn’t resist that).  But seriously, we like it as a collaborative tool for our SEO Editing and Marketing Consulting team to work together to find intermediate and advanced level articles on strategic marketing.  The app versions are strongly implanted on the majors — iOS, Android, and Windows.   We like how the app versions flip you from page to page with your index finger — recalling that “old technology” experience… reading a printed magazine.

BLIP:  Great Analytics Tactic To Find Blog Post Ideas

So here’s a take-away from the latest BLIP issue — an Analytics tactic to uncover your popular content so you can write more articles on the same topics. (more…)

Online Marketing Tactic: Curating a Publication

Remember that curation is a content strategy, while tools are tactics in search of a strategy.

Remember that curation is a content strategy, while tools are tactics in search of a strategy.

One of the tactics in the Content Marketer’s arsenal is called “curation”, where you find and republish quality content in a newly “packaged” way.  The idea is that you add value at least three ways — you assemble a package that would be hard to find or gather elsewhere; you contribute some editing and related content yourself; and the UI of the “package” facilitates readership (on different devices and through smart layouts that leverage content in a streamlined fashion) and social sharing.

We’ve tried four of the major services for curation over the past 3-5 years, so I wanted to give you some take-aways about each — Flipboard,, Rebel Mouse, and  I’ll give you a sample of what we have used them for and thoughts on results but first the most important thing I can tell you is that these tools are tactics… in search of a strategy.  What do I mean by that?  Well, too many content marketer’s seem to rush into the latest greatest tool and deploy it as a tactic with no clear publishing strategy (niche, readership, purpose of publication, editorial guidelines, etc.) in hand.  Planning is in order.  And, remember the old adage — if you fail to plan, you plan to fail.  Curating a good publication takes time and consistent effort, so you need to have a clear picture of the end goal and how it will pay off for you.  Remember that curation is a content marketing tactic, not a publishing strategy.

Four Curation Tools for Content Marketers

Online Marketing Magazine

Webdirexion uses Flipboard to publish the new BLIP Online Marketing Magazine


Introducing BLIP Magazine:  Our newest endeavor is to curate, write for, and edit a new “magazine” with great articles for marketing communication professionals.  BLIP… Google has updated its algorithm… BLIP… there’s another new marketing tool… BLIP… someone has figured out a new tactic for marketing automation.  You get it.

Our magazine is curated with the FlipBoard tool, which allows you to flip pages — just like in old-school magazines.  We like it because it fosters a team curation approach, it is mobile centric (you cannot even register except on a mobile device), and efficient to use.

It’s a relatively new platform, so this tactical tool from Flipboard is still evolving — right now, there are no embedding options available, for example.  It’s easy to get started with your own magazine, but strategically you will need to define your audience, set a publishing focus, then bring your editing team.  What about ROI for the effort?  I recommend you study that with smart use of analytics (I will report on that in a forthcoming post).  For this publication, I am taking the managing editor role with supporting editors and writers from our Webdirexion team — and of course authors with articles from MOZ, Content Marketing Institute, MarketingLand, Social Media Examiner, and several others.  Our publishing goal is to bring you the most useful articles on tactics and strategies for online marketers.

Webdirexion's Digest for Healthcare professionals

Medical Healthcare Matters is Webdirexion’s Digest for Healthcare professionals, curated using

Medical HealthCare Matters focus on Healthcare:  Since we have six clients in healthcare, we use a curation tool that has been around for a while — — to publish our weekly “digest” for this industry focus. The digest format is different than a magazine — content may include shorter items, videos, discussions and tweets.  Our Miranda Booher, a former traveling nurse (before she elected to do content triage at Webdirexion), serves as managing editor for this publication.  Our publishing goal here is to serve up a frequently updated smorgasbord of news on medical devices & healthcare services that move health forward.  This is a more mature publication for us and its current circulation reach, including its associate Twitter account (1400 followers), is approximately 4,400.

CoffeeNutHut Digest

Page at this link shows embedded digest from

Our publishing strategy goals are threefold:  reach and inform our prospective target group — healthcare clients; build circulation and readership; and offer exposure to client’s when appropriate.

This platform offers some advanced tactics including assigning a top level domain (we use and embedding a digest in an actual website (click at left to see how we do that at our Coffee Nut Hut site).  Cost for premium features is approx. $9 per month.

Rebel Mouse

Rebel Mouse Microsite

Samsung’s “Front Row” microsite is created on the Rebel Mouse platform.

This is a curation tool we tested and published to a subdomain on Webdirexion — then realized that we were guilty of excitedly using the tool as a tactic in search of a smart publishing strategy.  We’ve since shut it down, but I would recommend the platform for its advanced feature set (create an entire mini-site with the tool, complete with “page” navigation), the ability to brand it and use a top-level domain name, with the added ability to embed it.

The Rebel folks have positioned their app as a tool offering “Turnkey Content Hubs and Mobile Apps”.  According to their site, Rebel Mouse is “Wired for Distributed Reach and Engagement”, and one example is that the app will notify people via email or @reply when their content is featured on your site.  This is the app we would probably look at first for clients seeking an efficient “micro site” solution.

Embedding as a tactic:  We had begun to explore the embedding capacity with sections for healthcare and law firm marketing (another focus niche for us), and the embedding was being done on the same site, Webdirexion, as the main “publication” (on a subdomain of Webdirexion).  In the end the maintaining of a larger effort proved to take too much resource time for us, but the point about embedding I want to make is that you can embed your publication on multiple sites and locations, so this could be a powerful tactic for people with a number of domains and a network of sites strategy.  With Rebel Mouse, we could even embed different sections on different pages — healthcare curations on our healthcare page, law firm articles on our law firm page, etc.  This is not necessarily a great SEO tactic, because you are duplicating content, but it can boost readership and also signal to Google the relevance of certain pages and sections on your site.

This site was one I curated for a couple of years.

This site was one I curated for a couple of years.

This is another freemium (no top level domain name)/premium (unlock advanced features) curation platform we used for about 18 months.  During that time, I curated and commented (a nice feature — your comments appear along with the items you curate) on B2B Content Marketing Tactics.  I liked some of the aspects of it, but in the end moved on to other tools and tactics on which to focus in the limited time — you know how those hours swirl by in a sea of new and evolving marketing tools.

One unique aspect of this platform is that other publishers can “scoop” your articles into their own publications.  It is possible to do something like this on the Flipboard platform as well.

Note that in this publication, I narrowed the publishing focus from Content Marketing in general, to a focus on tactics more for Business to Business marketers.  This is another key consideration at the publishing/content strategy level — your niche.  Good Content Marketers will always proceed with their “target personas” in mind, and publishers live and die on that concept.  In fact, Content Marketing is really just another term for “publishing” rolled forward into today’s marketplace of evolving tools and tactics.

Proceed from the level of good content and publishing strategy.  Focus clearly both on the goals for your readership and the ROI for your organization.  Then, have some fun!  Do contact us for any help you may require.

Why You Must Review Your Site’s Link Profile

Avoid the backlink beartrap

Avoid the backlink beartrap – clean up your link profile.

Way back in the mists of internet time, Google noticed that sites which performed a useful service tended to attract natural links. Web-owners chose to link out to sites which complemented their own or served their own web visitors in some way. For example, a site selling holiday accommodation might link out to local restaurants, tours or transport information.

This system worked well for both those searching for information and for the website owners themselves. By going to the effort of seeking out quality websites to link to, the website owners created a source of information to which visitors would return. The sites which made a point of providing quality information naturally attracted links from related sites.

Unfortunately, while this system worked well for all involved, once it came to Google’s attention they decided that organic links could be used as a method of judging a site’s quality. Although Google is notoriously close-mouthed when it comes to their ranking algorithm, it soon become clear that the number of links pointing to a site was significant. Cue linkbuilding frenzy.

Discredited Linkbuilding Tactics

Bad Link Building

Just say no.

Services sprang up right, left and center promising to drum up hundreds of links within days. Schemes and scams abounded.  They still do. Look at the image to the left which was cut and pasted from a service in the wild. Wow. 56,999 backlinks for $5. It sounds too good to be true. Doh.

  • Blog Commenting
  • Link Wheels
  • Blog Network
  • Guest Blogging
  • Article Directory Spam
  • Site wide Links
  • Widget Links
  • Poor Quality Directory Spam

The Intent Behind a Link

While some of the techniques used were spammy and intended to game Google from the outset (hello, Link Wheels!), others like blog commenting and guest blogging only become spammy when you consider the intent. It is fairly obvious that a comment on a mommy blogger site from a user calling himself – and linking to – Hot Asian Chicks is likely to be a spammer. However, a commenter on the same site giving tips on baking the perfect pie is likely to be the real deal.  In the end, both Google (and smart, honest marketers) want to be about authentic links — you know, from people who really think your site content IS worth a link.

 Google Slams the Brakes On

In April 2012, Google launched an update, initially known as the Webspam Algorithm but soon given the name Penguin. Like the Panda Update which came before, this newcomer had teeth.  Here is how Penguin is described by Chris Meier in the excellent Positionly blog:

A little more than a year after first introducing the Panda update, Google introduced Penguin – a webspam algorithm update. Panda specifically targeted sites and pages with low quality content, while Penguin was designed to target pages that were boosting their rankings by spamming Google. Popular techniques included: Keyword stuffing, Link schemes, Cloaking, Sly redirects, Doorway pages, and Intentional duplicate content.”

Backlink BearTraps

Google is always on the lookout for ways that their search engine might be being gamed by those trying to get low quality, irrelevant sites to appear higher in the SERPS than they deserve. This constant tightening of loopholes means that what was a legitimate SEO tactic a couple of years ago is now verboten. It may be that the first the web owner knows about a poor quality link profile is when he receives the following scary email from Google:

Unnatural inbound links

Google has detected a pattern of artificial or unnatural links pointing to your site. Buying links or participating in link schemes in order to manipulate PageRank are violations of Google’s Webmaster Guidelines.

As a result, Google has applied a manual spam action to There may be other actions on your site or parts of your site.

Recommended action:  

  • Use the Links to Your Site feature in Webmaster Tools to download a list of links to your site.
  • Ensure that unnatural links pointing to your site are removed.
  • When these changes are made, and you are satisfied that links to your site follow Google’s Webmaster Guidelines, submit a reconsideration request. If you’re unable to remove links pointing to your site, please provide as much detail as possible in your reconsideration request.
  • For an updated list of manual actions currently applied to your site, visit the Manual Actions page. If no manual actions are listed, there is no longer a need to file a reconsideration request.
  • If we determine your site is no longer in violation of our guidelines, we’ll revoke the manual action.

An Ounce of Prevention

There is no question that inbound links are still an important ranking factor. Here is what Searchmetrics say about them in the introduction to their excellent 2014 Ranking Factors Study:

Backlinks: The quantity and quality of backlinks remains crucial as there are many new features introduced this year that have been revised to improve the quality of the results.

What has changed is the very strong emphasis on the quality of the link. Is it coming from a reputable site? Is it coming from a relevant page? Is the site the link is coming from seasoned and cited often on the topic of the post it is linking to?

Going forward your link building energy will have be targeted on building high quality connections however before that perhaps you need to take a trip back in time and see what beartraps have been left in your path through outdated linking tactics or downright spammy techniques.

Stay tuned for the next post to find out how to take a long hard look at your current link profile and clean it up preparatory to embarking on a quality link building campaign.

 Read more in : Sticking a Fork in Link Schemes: Penguin, Guest Posts and the Impact on Link Building

Smart Marketing for Your Law Firm

Most law firms have caught onto SEO and other online marketing tactics, but do you sell the brand, the firm, or individual lawyers?

Most law firms have caught onto SEO and other online marketing tactics, but do you sell the brand, the firm, or individual lawyers?

The Jan/Feb issue of Law Practice Magazine (published by the ABA — American Bar Association) is focusing on Marketing, so we thought it would be a good idea to review a few of the concepts in the issue and contrast with some things we’ve learned in our own focus on smart marketing for your law firm.

What we have found, generally, is that while top-level marketing solutions are the same for professional services firms — branding, positioning, differentiation — the nuts and bolts of tactics, marketing automation software, and even some strategies will differ between firms.

Analytics to learn what prospects do and do not do:  In an article on Leveraging Analytics in Marketing, Adam Severson, CMO of Baker Donelson (ranked as the Country’s 68th largest law firm) recommends four components of marketing analytics which include “creating dashboards of activity,” and “tying activity to revenue”.  Perfect.  We like to use Google Analytics to look at site activity, and sometimes use 2-3 other dashboards including Hootsuite* for social media, SEO profiler and/or Bright Local for search results; and even Google Webmaster Tools for some insights you can’t get in Analytics.


Above is a quick look at page performance for a law firm client we have, where the key is what people do leading up to becoming clients.  In the last column we measure “Engaged Visitors” — those who view 3 or more pages — because studies have shown visitors who engage with your site are more likely to do business with you.  Note that “/” (the top line) is the firm’s homepage, and that it more highly engages visitors at 13.78% is a good sign it is performing well.

…part of “selling” each attorney means that they write blog articles, sometimes with personal anecdotes so prospects can get to know them. People buy from people they feel they know.”

Then there are reports from Google Adwords and other pay per click advertising we manage for clients.  Lots of places to look, so the question then becomes just what do you look at in these tools?  That’s where you stats to desired business outcome goals — which goes to the revenue talked about in the article.  We like to create quick top-level custom reports for clients, and then take deeper dives into data as required.  Deeper dives for what?  What indeed.  It is “what prospects do” and don’t do that you can learn from analytics, but usually the “why” of their behavior.  For that you need to actually ask them and there are some testing methods, social media tactics, and visitor polling that can help you with that.

Making your Practice Credible:  In an article on Cultivating Credibility, author Brad Shepard offers up some real gems.  First noting that two things prospects seek are, good experience with the specific legal issue they are facing, and recommendations from trusted sources, including other clients, Shepard goes on to give these take-away points:

  • “Firm credibility isn’t the same as brand awareness.”
  • “Research indicates that clients are buying attorneys, not firms.”

Presenting experience and recommendations goes to credibility — and that means a focus on both firm level credibility and that of each attorney.  Then you add a brand awareness goal to the mix and you have your marching orders.


Above, we’ve identified a “Klout” influencer using Hootsuite dashboard — a possible “amplification” ally with 4,100 followers.


The fun part is choosing the tactics and tools to accomplish those goals.  Here’s an outline of some methods we like:

  • For websites, we custom develop on the WordPress platform with an eye on hitting experience, and brand awareness on the home page with an introduction to the firm’s lawyers as well.
  • WordPress began as a blogging platform, so it then becomes easy to use a blog marketing strategy where part of “selling” each attorney means that they write blog articles, sometimes with personal anecdotes so prospects can get to know them.  People buy from people they feel they know.
  • Next we make sure there’s a good presence in all “big four” social venues — G+, Twitter, Facebook and LinkedIn — for brand awareness and some conversation.  Sure, you want to post links there back to blog posts, but social means you actually talk to one another too.  Hootsuite offers a time-saving, all-in-one dashboard for this.
  • For email newsletters (another great way to leverage the content you produce)  and quick “postcard” announcements

We’ve already talked about Analytics reporting, and we also like A/B testing, smart PPC advertising, and sometimes even “old-school” tactics like direct post-card mailings.  But these all have to prove out for ROI, and we believe one essential component of that to be studying phone calls direct from your online marketing effort — with a smart solution that provides ROI for call tracking, call routing and lead scoring.  We’ll cover these items in some future posts.

* Webdirexion is a pro-solution partner with Hootsuite, and Scott, Julie and Wendy are certified in Social Media Marketing by Hootsuite University.