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Over the past decade, the retail landscape has begun to shift and move away from brick-and-mortar stores to that the world of online shopping or eCommerce. In fact, consumer buying statistics show that in 2021, eCommerce represented 19% of retail sales worldwide, and that number is projected to grow to 25% by 2026. E-commerce is not slowing down, and business owners and entrepreneurs must stay on top of trends in communication marketing to keep up.

Whether you already own a business that sells products or services online or is a new business owner trying to find your footing in this competitive landscape, several tools can help you maximize your exposure.

Your website represents the window into your brand, and first impressions are everything. Here, we will detail six important steps to consider to build a successful eCommerce website or optimize what you already have.

Nail Down Your Budget

Before you even get started with the build, you need to determine how much of your budget you can spend on it. Your eCommerce site is or will be a vital piece of your business, but with all other business-related costs that can eat into your total profits, documenting your upfront and monthly website cost is an essential first step.

Knowing your total spending will help you make decisions such as whether you can afford to hire a developer to do much of the work for you, if you are going to be doing a lot of the work on your own or a hybrid of the two. Freelance sites such as Fiverr or Upwork could help you find services like logos, fonts, and design at a lower cost than a full-service developer.

If you need assistance creating a budget, there are several online resources available to help. Regardless of where you land, starting with a strong budget will set you up for success when you are ready to build a successful eCommerce website.

Choose the Perfect Platform

Now that you have a firm grasp on your budget, the work can begin to build a successful eCommerce website. You may want to create a custom website, which will require expertise in both design and coding, or you can choose a more out-of-the-box hosting platform that can be tailored to suit your needs.

Online marketplaces like Etsy or Amazon are fast and easy to set up but offer limited customization. If customization is not a high priority for you or if you want to begin testing the launch of a product before moving to a full-scale website, marketplaces may be the perfect choice for you to get started.

If you choose to create your site on a hosted platform, there are several to choose from that are as easy as they are appealing. Here is a couple:

  • WooCommerce – WooCommerce is the world’s most popular open-source eCommerce solution. The core platform is free, flexible, and amplified by a global community. The freedom of open-source means you retain full ownership of your store’s content and data forever.
  • Shopify – Ideal for businesses that desire little configuration but high versatility, Shopify is an ideal platform. Getting started is quick and easy, with no technical skills required. Shopify is also mobile-friendly and provides access to marketing and SEO tools to maximize and optimize your reach.
  • Squarespace – Offering out-of-the-box configurations, Squarespace is popular for its simple set-up and professional yet attractive results. Business owners can create an entire site in just a couple of hours. Squarespace also offers analytics to track your goals and measure your success.

3.    Make Things Visually Appealing

With all the competition in the e-commerce marketplace, it can feel not easy to stand apart from the crowd. Knowing what to include and what not to include will ensure your prospective customers are left with an experience that is both easy to navigate and exciting.

Whether you are new to website creation or if you have had a website for years, conducting competitive research will give you an idea of where to start. What are some of the elements you like about their site? What do you not like?

Understanding how customers respond to certain colors will give you direction as to what best represents your products when considering color schemes. For example, black represents power, glamour, and elegance, whereas blue represents trust and dependability.

Break up the amount of text on your site with pictures or videos that help describe or sell your business or products. Creating a balance between what visitors need to read and what they can view or watch will ensure they do not stop scrolling too early.

Above all, keep things simple. A site that is too busy or cluttered will cause confusion and frustration.

Describe Your Products

Your product pages are where curiosity turns into conversion, so you will want to spend significant time on them while building your site. Here are a few aspects of your product pages to consider:

  • Description – write a simple yet compelling product description that considers who your buyer is and what your product can do for them. Include applicable details such as measurements or materials but avoid long sentences and complex verbiage.
  • Images – the pictures that showcase your products should be of the highest quality and show the product from multiple angles. Images that give the customer an accurate depiction of the product will ensure high engagement and satisfaction after purchase.
  • Categories – grouping your products by categories will provide easy website organization and navigation. Within your categorized pages, add filters that will allow customers to drill down even further into the specific product they are looking for or that suits their needs.

Another important consideration in your product descriptions is search engine optimization (SEO). SEO is the keyword or phrase that helps customers find your page or products via web search. While we won’t go deep into SEO in this article, you can find information on how to maximize SEO in other articles within our blog.

Payment and Shipping

The payment options made available to your customers are a consideration you should not take lightly. Payments must feel simple as well as secure, or your customer may abandon the process.

One of the benefits of building your site on a hosted eCommerce platform or using a marketplace website is that they offer their own integrated payment options as a standard feature and customer support should a problem occur. If you aren’t using a hosted platform, the payment methods you will accept will determine the lift needed to integrate them, and whether they will be hosted on your site or customers will be directed outside of your site to complete payment.

When mapping out your shopping policy, you will want to think back to your overall budget. Decisions you make on the type of shipping to offer, whether free, flat rate, or variable, and whether you will be responsible for packing will impact your shipping carrier and the costs associated with each. Early on, it may be more fiscally responsible to limit your options or doing most of the shipping work yourself.

Test, Test, and Test Again

Once you have built your website before you publish, you need to test the functionality repeatedly to ensure all links and pages are working as intended and the user experience is as seamless as possible. Run tests on different browsers, as well as on mobile to ensure that the experience doesn’t suffer.

Enlisting the help of family or friends to test the pages for you will provide valuable feedback regarding the overall look, feel, and usability.

It is important to prioritize this step in building a successful eCommerce website, as it can mean the difference between visitors and visitors converting to customers.

Looking for Peroffesinals to assist you? Contact us today!

Whether you are a solo attorney with a new practice or a large law firm with tens of attorneys in employment, you can benefit from a bold and effective marketing strategy. With so much competition in the attorney marketplace, it can be difficult to know where to place your efforts to stand out from the crowd and make it easy for prospective clients to find you.

While there are some marketing efforts that can be managed in-house with little experience, time, or effort, others are better suited to professionals. Your budget will likely factor into this decision, and you may need to prioritize some strategies over others depending on your total amount of spend.

Identifying your total budget as well as the reasons for wanting to embark on a digital marketing strategy, is a critical first step before considering which strategies are worth your time and exploration. Regardless of whether you apply all these strategies aimed at digital marketing for lawyers or only a few, you will receive immediate benefits that can help your business grow or scale.

Digital Marketing for Lawyers: Top Strategies

Goals and Audiences

In a prior blog post, we detailed why identifying your ideal client is important prior to set any marketing strategy. Without knowing what type of client you are speaking or directing your attention to, it would be difficult to know which tactics to apply, and you will end up trying to speak to everyone everywhere.

Targeted, intentional marketing for the people that are most likely to seek out you or your firm for help will get you the most for your money.

Determine what goals you have for implementing a marketing strategy, whether that be for customer acquisition or retention, or you need a boost over overhaul in reputation. Knowing your specific goals will help steer you to which strategies you should focus on first.

Website and Content

If you do not yet have a website for your firm or practice, make it a priority to get something up, even if it is lightweight in nature. Your website will allow you to utilize many other optimization tools to attract prospective clients to your business. With many online tools offering ready-to-use templates, there is no barrier to creating this digital front door to your business. It is the ante to play when considering digital marketing for lawyers.

If you already have a website, ensure that the content on your website speaks to the audience(s) you identified above. Everything from the words, tone, or layout that you use in communicating with your audience should be optimized for your audience.

Think about the goals for your website, as these might differ from your marketing strategy goals. Is the purpose of your website to increase your company’s awareness, act as a lead generation tool, or a combination of these? The type of content you put on your website is dependent on the answer to these questions, so take the time to really think it through.

Search Engine Optimization

Although we have spoken about search engine optimization (SEO) in many other articles, its importance of it cannot be overstated. When prospective clients search for your firm’s primary focus on Google, for example, “personal injury lawyer”, they are most likely to click on the first results. When it comes to digital marketing for lawyers, using tactics to get your website to the top of that list is what SEO is all about.

The search terms people put into Google or other search engines are known as keywords and are what you will want to identify and place into the content within your website. The more keywords in your content, the higher the likelihood your website will be deemed relevant and float to the top of the search results.

Consider variations of keywords your clients may use to search for your services and incorporate them into the content within your site.

Pay-Per-Click Advertising

Pay-per-click advertisements, or PPC, are a relatively inexpensive way to brand your law firm in various locations. PPC simply means that you will pay the publisher every time your advertisement is clicked. They can be placed on social media pages, search engine sites, or in other marketing tools like email.

The beauty of PPC is that you get to control what your overall spending is, placing ads in as many or as few locations as you would like. It is also easy to experiment with – if you are not seeing a large generation of lead flow or site traffic with your current ad locations, you can try others. After all, online marketing is largely experimentation until you determine what resonates with your audiences the most.

What’s Next

While this article covers our top strategies applicable to digital marketing for lawyers, many more ideas can be found on our website. If you feel stuck or overwhelmed with where to start, reach out, and one of our experts will be happy to discuss your project and needs.

The attorney marketplace is certainly competitive, with law firms fighting for market share and potentially hundreds of other attorneys or law firms looking to grow their businesses. In order to bring forward the best experience for their clients, attorneys focus on their craft and continuously enhance their skills. While this will help them better assist the clients they land, sharing this priority with marketing is also essential to grow their brand and helping bring new clients through the doors.

According to a recent survey, 66% of attorneys do their own marketing. If you fall into this percentage, you already understand the balance of operating your business along with taking care of your current clients. If you are new to marketing or simply looking to enhance your current efforts, this article will give you fast, effective attorney marketing tips that you can begin deploying immediately to maximize your potential and client base.

Attorney Marketing Tips

Identify Your Ideal Client

The first step toward building a marketing strategy for any industry is identifying and learning about your target audience and the types of clients that will be attracted to your brand or business. From here, you can learn more about them as individuals and what makes them tick. This will ensure that any type of marketing you execute will be catered directly to those clients for maximum effect.

The more detail you can collect and answer about your target audience, the better. Think about all aspects of their daily lives, including the problems that would bring them to you for help and where they might go to find your services.

Tell Your Story

When searching out your services, your unique brand and story will help you stand out from the crowd. What is something that you or your firm do better than anyone else? What is your style, and how can you leverage it toward your target audience? What is something you can provide to the client that no one else can?

Being able to sell your story to your clients will separate you from the rest of the pack and create a personal connection to your brand that they can feel comfortable and confident working with. Out of all the attorney marketing tips we provide, this is one where you can really get creative and showcase your brand.

Do Competitive Research

Knowing the other law firms within your area that specialize in the same type of services you do, or who are known to have gained a large amount of market share will help you further learn tactics you can implement to market your firm more effectively as well as what you need to do to set yourself apart.

When conducting your own web search, which firms come up first? What does their website look like? What type of audience do they seem to be speaking to? It is likely that you will find both opportunities to improve your own marketing strategies as well as how they could improve theirs.

Reviews, Testimonials, and Awards

The power of social media can be one of your best assets while marketing your firm and developing credibility into your services. Encourage your clients to leave reviews and testimonials, and post these prominently on your website or business directory pages.

If you or your firm has won awards, whether that is from accredited organizations recognizing your work or those you have won from cases on your client’s behalf, showcase them. Whatever you have received that can help you rise to the top of search results and catch the eye of prospective clients is going to benefit your business.

Optimize Your Platforms

Your website is the doorway into your firm. What clients should find when they open that door should be appealing to the eyes and present them with relevant information that allows them to act when they are ready. Similarly, your presence on social media will broaden your audience of prospective clients and help them better understand your identity. Identifying the best way to use each type of platform to market to clients is crucial to your conversion rate.

Publishing regular content via either medium is a great way to engage with your clients on an ongoing business. Consider blog posts that educate your clients on your area of expertise or tips that can help them understand the steps they need to take should they be in need of your assistance. Answering client questions directly via social media shows that you are invested in them on a personal level.

Leverage SEO

For many who may be unfamiliar with the capabilities and benefits, search engine optimization (SEO) can be an intimidating space to branch into. However, when utilized properly, it can mean the difference between a prospective client coming to you or going to a competitor.

Essentially, SEO is exactly what it sounds like – it is implementing specific tactics that will get your website to the top of search engine results. Whether these are front-facing tactics, such as using keywords that your clients are more likely to search for, or back-end tactics, like how to name the pages of your website, maximizing these tactics will ensure your firm is front and center.

SEO itself could have its own subset of attorney marketing tips that can be leveraged. If this feels like an area that you would rather hire an expert for, there are many agencies, like Unifage, that will help your firm establish strong SEO for a price point that firms of any size can live with.

Wrap Up

Utilizing these attorney marketing tips will help you learn how to expand your business in the short term and long into the future. While any marketing plan or strategy takes time to fully mature, and you may make dozens of changes along the way, spending quality time developing a framework for these tactics now will ensure you are best set up for success to make your business dreams a reality.

If you are a small business owner, you are likely in need of help juggling all the aspects of gaining and securing customers. Many small business owners are already wearing several hats simply in trying to run their business, and, understandably, tasks such as marketing might become an afterthought. However, this can come at a steep price when considering the loss of those potential customers.

While it may sound extreme, having a strong digital marketing strategy can mean the difference between succeeding in your market or failing. If your customers do not see or hear from your business or brand on a relatively consistent basis, you will lose relevancy as well as your competitive edge.

Fortunately, there is help available even for small businesses, and it can come at a relatively low cost without sacrificing quality. Here, we will outline the things to look for in a digital marketing agency as well as how to look locally in Irvine or Orange County, California to find one.

Why Do You Need a Digital Marketing Agency for Small Businesses?

We have already broken down some of the risks above of not prioritizing a digital marketing strategy for your small business, but let’s go a little more in-depth on the benefits.

More Time to Run Your Business

Perhaps most important to you as a business owner is a time. As the old saying goes, “time is money”, and you need to prioritize your time if the most efficient way to keep your business running successfully. Building, executing, and maintaining a digital marketing strategy is extremely time-consuming. Hiring an agency to do it for you gives you that precious time back to focus on the most important things.

Access to Leading Edge Resources

With an experienced digital marketing agency comes new, fresh ideas as well as knowledge of where to implement them. The world of digital marketing is ever-evolving, and it can be difficult to keep up. Partnering with an agency means you gain their expert knowledge in placing content about your business in the right places at the right times to maximize your exposure and relevancy.

Measurable Results

Tracking the effectiveness of your marketing efforts is vital to remain versatile in the market. A digital marketing agency will assist you with identifying the metrics and measures of effectiveness toward your campaigns and outreach so that you always know exactly how your customers are engaging with you, and maybe more importantly, how they are not.

Finding Your Agency

Before you even get started with identifying the local digital marketing agency for small businesses that will work best for you, you should have a plan around what types of things to look for, what is most important to you, and what you are hoping to achieve. Oftentimes, you can narrow down the list of potentials simply by organizing your approach.

Outline Your Strategy

While a digital marketing agency will help you nail down the best strategy for your business, you should go into that conversation with at least a basic idea of how you want to market your business. This can be a simple as outlining your goals or as complex as defining the channels and tactics you wish to execute.

Refinement of your strategy will continue to take place over time and based on the outputs of the strategies that are executed, so do not be overly concerned if it is not in perfect shape in the beginning. It is meant to be a work in progress!

Define Your Budget

Setting aside a firm budget for what you will allocate toward a digital marketing strategy is key to making sure you stick to it and finding a firm that can get you the most for your money. A typical recommendation is that that small businesses should spend 7-8% of their revenue on marketing. However, this can fluctuate based on the size of your business and your needs.

For example, marketing strategies such as search engine optimization and social media advertising are both affordable and highly effective. Setting your growth expectations with a steady to plan to get you there will ensure you keep your budget on track.

Do Plenty of Research

If you search the web for a local digital marketing agency for small businesses, you will undoubtedly be inundated with results. Narrowing these down to a few that you can explore deeply can be done by reading over customer reviews as well as asking fellow small business owners for referrals. These are typically the best way to hear first-hand what another’s experience has been working with the agency.

It is also a good idea to find an agency that specializes in working with small businesses. Typically, these agencies offer more affordable options as well as strategies that cater to small business goals and growth.

Meet Face to Face

While you can get a pretty good indication of the business model and completed work by looking for a digital marketing agency for small businesses in Irvine or Orange County, California online, the working relationship should also feel like a genuine partnership, and that is something that can only be assessed in-person.

During this meeting, take the time to educate them about your business and your story, so they understand what things separate you from your competitors. If you are happy with how the meeting goes, ask them for a proposal for your business to compare with other agencies you meet.

Making Your Decision

With so many things to take into consideration when hiring a digital marketing agency for your small business, ultimately, the decision is the one that you feel best about and leaves you with certainty that your business goals will be achieved.

Since you will be allocating a decent amount of your hard-earned revenue toward this important aspect of running your business, it is important to follow the steps above to ensure that you make an informed, confident decision. Unifage also offers White label reputation management services. If you need your assistance, please feel free to call us now!