CASE STUDY: How We Helped One Lawyer Rank #1 On Google, Sell His Practice, And Retire in Hawaii

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Andrew Stickel

Any Old Content Just Won’t Do

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The old advice, what you heard 10 or 15 years ago, was that you shouldn’t even worry about the quality of your content. Just stuff a list of keywords onto your webpages, buy some backlinks, and viola! – instant web traffic. Obviously, that’s not going to work in 2015. Climbing to the top of the search rankings is a lot more complicated now, but an experienced, professional internet marketing company can help. Google now looks for high-quality websites as well as keywords and backlinks, and your website visitors are looking for quality content too. High-quality content isn’t optional – it’s imperative, and a good internet marketing company can help you create that content, post it, and distribute it effectively around the internet. Your content can include:

Your blog: Your blog may be your most important online marketing tool. It has to offer engaging, useful, or entertaining information aimed directly at your audience – and at no one else’s. Your blog also needs constant updating – at least weekly.
Your videos: Video lets your prospective client “get to know you” up-close.
Podcasting: Podcasting done right lets you keep a listener’s attention for a longer period of time, so it gives you a chance to go “in-depth.”
Multiple websites: If prospective clients are not finding you online, they may need more ways to find you.
Foreign-language sites: Most people in the world do not speak or read English. They should still be your clients.

This list doesn’t even begin to exhaust the possibilities for content. But no matter what kind of content you post or what tools you use, the one imperative is that your online content must be of the highest quality – useful, practical, and engaging. A professional internet marketing company can help in a number of important ways. Don’t hesitate to make a call and arrange a consultation promptly.

How To Get A Five-Star Rating

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In the 21st century, many if not most consumers research a product online before making a purchase, hiring a contractor, or retaining professional services. When a consumer enters a search query that takes him or her to your consumer reviews, what will that person find? You should encourage customers to leave reviews and then ensure that those reviews are managed properly. Sound like a challenge? An experienced internet marketing company can help.

Google takes into account the number of reviews attached to a particular business name, address, phone number, and website. Google then works the number of reviews into its search algorithm. Businesses and professionals with numerous reviews on a number of review sites will tend to be higher in the search engine rankings. An internet marketing company can ensure that your customer and client reviews are not only positive but that they are well-distributed across the internet.

When someone sees that others – real people rather than “paid spokespersons” – have benefitted from your products or services, that someone is much more inclined to join the crowd. But many businesses to have no reviews whatsoever. You must make leaving a review easy for your customers, because if there are barriers – too much to click or too much information to register – the customer won’t bother. For example, to post a review on Google, a customer must find your profile, create or log into a Google account, locate your profile again, and then write and post the review. For most people, that’s just too much trouble.

An experienced, professional internet marketing company is your answer. They can make it easy for customers and clients to leave reviews on your blog and website, and they can ensure that the most positive reviews are properly distributed to the top review sites. One good review can convert a visitor into a customer. Help make that happen for you, again and again. Don’t wait to talk to the professionals at an experienced internet marketing company about managing reviews and the other online marketing techniques that can help you continue to succeed. Make the call promptly.

Copy That Converts

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Your website needs to look good, download fast, and be mobile-friendly. The colors, the graphics, and the general “feel” of a website are all extremely important. But no matter how good your site looks, no website is complete without superlative copy. From headlines and captions to the small print, copy is what converts visitors into clients and customers. A professional internet marketing agency can produce the copy you need, but if you’re going it alone, here are some recommendations for writing copy that converts:

Have a goal: Stick to your purpose. Whether you are selling widgets, mansions, or legal services, frame every sentence that you write in a way that brings your reader one step closer to making a purchase. Even if a new visitor doesn’t make a buy on his or her first visit, the website should encourage and prompt that visitor to return

Be concise and be clear: Teachers have to teach in a way that every student can understand. Preachers preach so that even the dullest person in the congregation gets the message. Use simple words, simple sentence structures, and precise terminology. Avoid “jargony” terms and industry-specific phrases.

Be yourself: Your copy’s voice and tone should be your own. While all marketing copy should be somewhat casual, obviously a legal website will be a bit more formal and slang-free than a comic book store’s website. Maintain your voice and tone in all of your marketing. If your Facebook page is loose and casual, your website shouldn’t be stiff and formal – or vice-versa. Remember that you’re speaking to a specific individual person, so use personal pronouns. Instead of “any buyer would want this widget,” write “you’ll want this widget.”

Editing is imperative: Read it. Reread it. Choose words that are more precise. Combine sentences. And proofread, proofread, proofread. It might not matter if you are selling comic books, but if you’re selling professional services, good grammar, proper punctuation, and precise language are imperative.

Online marketing – especially when it’s effective – is time-consuming, and it’s difficult to do it right. You’re already running a full-time business, so don’t hesitate to seek some help from a professional internet marketing agency, and don’t wait. Someone may be reading your website right now.

Listening And Learning

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Online marketing, internet marketing, social media marketing – it’s all about establishing relationships with new potential customers and clients, building trust, and then maintaining those relationships day after day, year after year. Successful internet marketing puts relationships first, not technology. A business or a professional practice can have an attractive, informative website, a well-written blog, and great Twitter, Facebook, and LinkedIn pages, but if you aren’t interacting with your audience and providing great customer service, it could all be in vain.

A good internet marketing firm can help you create your website and blog, secondary sites, social media accounts, and give you marketing tools ranging from chatboxes to podcasts, but when it comes to serving and satisfying your potential customers, it’s going to be mostly your own effort. When potential clients view your business positively, it’s a big long-term benefit, but when you’re viewed negatively, word is going to get around fast.

Listen to what your audience is saying, and then provide solutions. When a problem emerges, resolve to fix it. Be creative. You can’t make everyone happy, but satisfying most of your customers most of the time is an achievable goal. Actually interacting and communicating with individual prospective customers is imperative. Today’s consumer wants to do business with businesses that are accessible and personable. For example, Starbucks – a global corporate giant – instructs its baristas to learn the names of regular customers and their regular drinks. It’s been a wildly successful approach that you can apply to your own business.

Dialogue with your Facebook friends and followers. Be sure a contact form is part of your website. You might even consider allowing comments on your blog (although they will need to be moderated). You need information about customers to satisfy them, so make it easy for them to reach you and be certain to respond. A professional internet marketing firm can give you the tools you need, but then, it’s up to you to listen and learn from your customers.

Getting The Picture

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“I never read. I just look at pictures.” – Andy Warhol

No one likes the look of a solid block of text – it looks too much like work. Your text might be humorous, informative, or even passionately inspirational, but if no one reads it, it won’t matter. Something that’s worth more than a word – it’s worth a thousand of them if the old adage is right – is a picture. Break up blocks of text on your blog posts and your website with graphics that reflect the ideas or information in your text. The right images actually draw a reader to the text because we assume the text will explain or expand on the image. Let a professional internet marketing company design or help you find the graphics you need.

Images may only be used legally. Wikimedia Commons provides free pictures and graphics that are in the public domain, but they’re generic. Don’t copy anything from Google Image Search; almost every graphic there is copyrighted. An internet marketing company can create the unique designs or shoot the precise photographs you need. Most graphics and photos will have to be tweaked – cropped, enlarged or reduced, and aligned to look good on the page.

Dozens of graphics programs are on the market, but unless photography or graphic design is your passion, all you really need for most purposes comes with Windows 8 – Microsoft Office Picture Manager and Microsoft Paint. If photography and graphics are not your passion, relax. If you lack the time – or the confidence – to handle graphics and the other aspects of internet marketing on your own, don’t hesitate to hire an internet marketing company to help with any or all aspects of your online marketing – including the graphics. Let a good internet marketing company provide the graphics and the other content you need for successful online marketing. Someone could be looking for you on the internet right now, so don’t hesitate to make the call and talk with some internet marketing professionals promptly.

What To Do With The Blog?

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When blogs first appeared, no one was quite sure what to do with them. The first blogs were sometimes just people’s personal, memoir-style journals. Others were in the classic style of newspaper op-ed columns. And frankly, some of the earliest blogs were tasteless and sometimes vulgar rants about politics, sports, and celebrity gossip.

It didn’t stay that way long. Almost everyone immediately recognized that blogs allow businesses and professionals to communicate easily and efficiently with clients and customers. Now that we know what to do with blogs, the question is how do you draw potential clients and customers to your own blog from among the thousands of blogs available online? A good internet marketing company can evaluate your current marketing efforts and offer the solutions that are specific to your needs. More generally speaking, everyone doing business online should consider these recommendations:

  • Consider your audience and their needs. Surpass their expectations.
  • Make your blog look good and navigate easily.
  • Make your blog mobile-friendly. Make sure that it loads almost instantly.
  • Deploy SEO keywords and phrases strategically.
  • Be bold. Be outspoken. Grab and hold a visitor’s attention.
  • Promote, promote, promote, but do it smartly.
  • Don’t let your content grow stale. Stay up-to-date.

Unattractive fonts, color schemes, or graphic designs can drive visitors away before they’ve read a single sentence of your text. Visitors will also move on if your site takes too long to load or doesn’t load properly. Especially if you are a professional, your website’s grammar, punctuation, and spelling must be impeccable. You must provide the content – routinely and frequently – that brings your visitors back for more. And you must promote your site with backlinking, business cards, and other tools that deliver without busting your marketing budget. For dedicated, experienced professional help with your blog and your other online marketing efforts, make the call right away and get the results that you’re seeking with the help of a good internet marketing company.