Conversion Optimisation for Legal Websites
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Transcript of Conversion Optimisation for Legal Websites
What is a brand?
1. Visible brand
2. Invisible brand
Be different, not better
http://www.slideshare.net/paulhajek/working-together-clutton-cox-326
Three key thoughts from Google
Duncan Watts, Industry Manager, Google
at Legal Futures Conference – Sep-14
1. Mobile
2. Video3. Local Search
Five website design trends we’ll see more of in 2015
1. Big Text on Big Images
2. Wide Screen Images
4. Long Homepage Scroll
5. Responsive Web Design
Site Usability Tracking
Design v Conversion
Utilise whitespace
• Make my logo bigger cream!
Simplified forms
• Capture visitor data
• Keep forms short
• Only collect the data you REALLY need
Online chat
Marketing Automation
Brainstorm Email Workflows
Content Marketing
Stock&Flow
Words are important
Content Laddering
• 5 x Tweet = 100 char (yep, not 140)
• 2 x FB/G+/LI = 100 words
• 1 x Blog post = 3-500 words
• 1/6 = Email newsletter = 1,000 words
Jam Doughnut Model
Great use of Slideshare
Tips booklets
Infographics
Client testimonials
Search Engine Optimisation
Why did Irwin Mitchell get banned?
Paid blog posts
Spammy blog comments
Balanced SEO
Content
Socialmedia
Links
Page structure still important
Meta title
Page name
H1 tag
H2 tag
Body copy
