Legal Marketing News

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The Basics: OTT (Over-the-Top) and Connected Television (CTV)

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Over-the-top (OTT) and Connected Television (CTV) have taken the marketing industry by storm.  More and more people are moving away from traditional platforms like cable television and moving toward streaming, smart TVs and other formats that are OTT or CTV oriented.  In this article, we will explore what OTT and CTV are, why there is a push toward it and why legal marketers should be paying attention.

 

What is OTT and Why Does it Matter?

According to Digiday, OTT is “the term used for the delivery of film and TV content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service.”  Streaming services like Netflix changed the game of how people watch television.  These services allowed people to get rid of cable (cut the cord) and watch television in a whole new way on a variety of mediums including tablets, desktops and mobile devices.  It also opened the door to a new type of advertising.  One of the most exciting aspects of OTT is that it is delivered over the internet.  Digital marketing is data rich for advertisers, combine that with the reach of television shows, and you have a marriage made in heaven.

 

The Difference Between OTT and CTV

Connected television or CTV is slightly different than OTT in that it refers to content that is streamed on a television through a smart TV.  Smart TVs allow you to access apps or use streaming services through devices like the Apple TV and game consoles.  Connected TVs can stream OTT content; thus it is a medium for bringing you OTT content. According to Edison Research, 64% of people in the United States now own a Connected Television.

 

Live Streaming

Many marketers worried that OTT might have limitations in that streaming was limited to on-demand videos or television shows.  Now, however, people can live stream sporting events, music programs, news and more.

 

Legal Marketers Guide to OTT

Advertising on television is nothing new to the legal industry, but many marketers have steered firms away from traditional TV ad buying to digital campaigns.  OTT truly marries the power and reach of television with the ability of digital to provide a significant amount of data about potential consumers.  This helps to make ad buying very specific toward consumers most likely to retain the firm’s services.  To be successful in ad buying under OTT, a buyer should have experience in both digital and traditional television buying.  The marriage between the two is still in its honeymoon phase, but it is ready for the long haul.  As more and more people cut the cord on satellite and cable, those providers have moved into the OTT arena.  Many offer streaming on Video On Demand services without the commitment of a cable contract and most people are still getting internet through large cable providers such as Spectrum, Verizon and others.

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Learn More About OTT and CTV

This is only the beginning of OTT content.  Consumers like the flexibility of watching television when they want and where they want.  Legal marketers need to be paying attention to these trends and what the future holds.  If you want to explore more ways to grow your firm and acquire more cases, contact Amicus Media Group today for more information about OTT and CTV.  We are experienced buyers in both traditional television advertising and digital markets.  We offer comprehensive marketing campaigns that reach the clients most likely to retain your services.  We use strategic media cash buying to choose specific programming targeted toward the most responsive markets.  Contact our team today for a Special Report on Guaranteed Performance Media.  Call us toll-free at (888) 700-1088.

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

Making Sense of CRO for Law Firm Case Acquisition

What is Conversion Rate Optimization and Why Does it Matter for Today’s Law Firm

picEven if you are new to legal marketing, you have inevitably run into the alphabet soup: SEO, PPR, ROI, etc.  The list is endless.  We could write a novel on the acronyms, but today we will focus on a very important, but often underutilized one: Conversion Rate Optimization (CRO).

So what is CRO?  CRO is increasing the number of website visitors that complete a goal on your site.  For instance, you may offer a newsletter or a downloadable ebook, CRO focuses on getting visitors to complete the desired website action such as signing up for the newsletter or submitting their information to download your informational ebook.  The focus is on increasing the engagement of the website visitor.  The more engaged the visitor, the more likely they are to become a client and increase your return on investment (ROI).

 

How to Increase your Law Firm’s CRO

Increasing your CRO begins with establishing a goal or desired visitor action for each page.  Every page should be seen as having the potential to engage and, ideally, convert a potential client.

 

Largescale Attorney Website CRO

  • Up-to-Date and Mobile-Friendly
  • Site Speed (Desktop and Mobile)
  • User Experience
  • Client-Focused Content

As a whole, your website must be up-to-date and mobile friendly.  Nothing will divert a potential client to your competitor quicker than a website that is not optimized for mobile.

Secondly, you need to pay attention to site speed.  Google will kill you in rankings if your site does not load quickly (read their July 2018 Update on PageSpeed Insights), so will your competitors.  You can have a great website, but if it doesn’t load quickly on desktop and mobile, it won’t matter.  Run your mobile site speed here to see how you stack up.  Anything more than a few seconds and your conversion rate could be significantly impacted.

Think about the design and layout of your website.  Is it user-friendly?  Do all of the features function on desktop and mobile?  If you are asking people to submit contact information for a free download, is it clear and easily accessible?  Consider the overall look and function of your website and the experience that a website visitor will have.

Finally, you need to make sure that your content is not just search engine friendly, but it is also client friendly.  SEO is still important, but you need to focus on content that your potential clients want to read and gives them clear direction on what action they need to take.  The more client-friendly your content, the more likely it will speak to search engines as well.

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On a Micro Level

  • Clear Contact Information
  • Definitive Practice Area
  • A/B Testing

On a smaller level, you need to make sure that your contact information is clear.  Give potential clients a way to contact you on each page.  This may seem basic, but you’d be surprised how many law firm websites lack a phone number on their home page.

Make sure that your practice area is clearly outlined.  To someone outside of the legal industry, it may be unclear who a particular law firm represents.  If you offer several different practice areas, you need to take some time to determine which is the most profitable.  Where do most of your cases come from?  Case acquisition is best done in a focused area.

Consider A/B testing.  Whether it is for calls to action, content, downloads – decide on two campaigns and see which one performs better.

 

Benefits of Focusing on CRO

Bottom line: the more you focus on CRO, the more likely you are to convert potential clients into paying cases.  Marketing firms that sell you purely on a high amount of traffic visiting your website are doing you a disservice.  Are those visitors converting to paying customers and cases?  Are they engaging by downloading your ebook or signing up for your newsletters?

For CRO to be successful, you need to track and measure your efforts.  CRO done right can lower your cost per client acquisition significantly. Understanding what is driving potential clients to connect with your firm will help you make better marketing decisions now and in the future.

 

Ready to See A Better ROI?

If you are ready to see a decrease in your cost per client acquisition (CPA) and an increase in your ROI, contact Amicus Media Group today.  We are at the forefront of implementing effective website conversion techniques for your law firm.  Our goal is not to merely increase the number of visitors to your website, but to turn those visitors into paying customers.  Contact our leading marketing experts today for a free consultation at (888) 700-1088.

Website Accessibility Lawsuits Hit Record Number

picWhy Every Law Firm Needs to Have an ADA Accessible Website

It is projected that by the end of 2018 there will be a record 10,000 ADA Title III lawsuits filed in federal courts.[1]  Many feel that a large amount of website accessibility lawsuits are fueling this exponential growth.  The Americans with Disabilities Act (ADA) was signed into law on July 26, 1990, requiring businesses to provide equal opportunity and access for individuals with disabilities.  Lawsuits across the United States have made it abundantly clear that websites are an integral part of doing business and must also be accessible to all individuals.  While the Department of Justice has sidelined publishing guidelines for what makes a website ADA compliant, most have agreed on the recommendations put forth by the World Wide Web Consortium (W3C) known as the Web Content Accessibility Guidelines (WCAG).

 

Now is the Time to Act

On December 26, 2017, the Department of Justice announced the withdrawal of the previously announced Advance Notices of Proposed Rulemaking pertaining to title II and title III of the ADA.  Many had anticipated the publication of rules specific to website accessibility since lawsuits had begun to pop up across the country.  The decision to withdraw any rulemaking on website accessibility meant a huge increase in the number of lawsuits.  Without firm guidance by the DOJ, attorneys have been left to fight it out in court costing tens of thousands of dollars for each lawsuit.

 

Bottom line: If you have a firm website you need to comply with current accessibility guidelines (WCAG), or you could get sued.  The lack of government-issued compliance standards for private business websites will not exempt you from lawsuits.

 

Understanding and Meeting WCAG

Website accessibility boils down to making your website accessible to all users including those that have a physical or mental impairment.  WCAG 2 is broken down into four broad Principles: Perceivable, Operable, Understandable, and Robust (POUR).  There are three levels of compliance: Level A, Level AA, and Level AAA.  All law firm websites should try to achieve Level AA compliance or better. Your website developer should be able to walk you through the Web Content Accessibility Guidelines and how to bring your law firm website into compliance.  You do not have to sacrifice SEO friendly images and videos to make your website accessible.  You just have to follow the guidelines for non-text and time-based media such as providing captions and text alternatives.

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Benefits of an Accessible Website

Not only can an accessible website save you from a lawsuit, but it can also bring you more clients, increase your search engine rankings and improve the user interface component of your website for all of your firm’s clients.  One of the key components to come out of website accessibility lawsuits is the unavoidable nexus between the brick-and-mortar storefront and a business’s website.  In Gil v. Winn Dixie Stores, Inc. the court found that the grocery store’s website was inaccessible to the visually impaired and ruled that “where a website is heavily integrated with physical store locations and operates as a gateway to the physical store locations… the website is a service of public accommodation and is covered by the ADA.”

 

If you have a website, all users should be able to use it without interference.  Law firm websites should be able to interface with screen readers such as JAWS and be easily navigable.  Failure to comply with these regulations could cost you tens of thousands.  If your website can be found on Google, you need to make sure that it can be accessed by all potential clients.

 

Getting Started with Website Accessibility

Amicus Media Group prides itself on being at the forefront of ADA accessible websites.  We will work with you to produce a comprehensive ADA policy for your website.  We will help you bring your website into compliance with WCAG 2.0 Level AA standards by running a web accessibility evaluation tool that can determine problem areas.  Accessible design is the now and the future.  Amicus will help your firm stay on top of website accessibility standards to create an enhanced user experience for all potential clients no matter what hurdles they may have.

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

 

 

 

[1] https://www.adatitleiii.com/2018/07/website-access-and-other-ada-title-iii-lawsuits-hit-record-numbers/