Lately, I’ve been asked by a lot of clients whether Twitter backgrounds are even important anymore due to the latest changes. I always tell clients that they are indeed still relevant.

Why are Twitter backgrounds still worth it?

Twitter backgrounds still offer a great way to integrate your branding, which allows your profile to match your website and any other promotional media you may have. Having a nicely designed Twitter background that incorporates your branding shows that your company cares about the finer details and also makes you look even more professional compared to your competitors.

However, Twitter backgrounds may not be as important as they once were, for several reasons that I’ll breakdown further:

• If you’ve ever visited a Twitter profile page on a mobile device, you may have noticed that Twitter uses an application interface instead of the normal Twitter.com web interface. This means that no one will even see a user’s profile background when viewing on a mobile device;
• Twitter’s new interface now opens a user’s profile in the new sidebar section, instead of going directly to the users full profile page. You need to specifically click on the user’s full profile link, otherwise you won’t even see their background; and
• Popular desktop clients such as HootSuite, CoTweet and TweekDeck never even show a users background image.

With all that being said, a good Twitter background will help you stand out from the crowd. Just keep these few things in mind if you plan on creating your own background. Or better yet, just hire us and we can take care of the work for you.

Various Twitter background size examples at different resolutions:

Occasionally, this isn’t a problem; the existing copy is of high quality, and it can just be copied into the new framework. But sometimes, this is like pouring soured milk into a nice, new container. Everything looks great – until the user tries to take a drink.

When To Revamp Your Law Firm Website Content

Cases where you should revamp your content include:

• When the website redesign is part of a rebranding effort;
• When your firm targets a new clientele or audience;
• When your firm focuses or expands its practice areas significantly;
• When your existing copy is dense, unoriginal, long-winded or disconnected from any of the site’s new design/usability elements;
• When the content is so outdated it includes numerous factual errors or makes the firm seem “behind the times;” and
• When your existing copy is not optimized for search engines.

Simple Ways To Improve Your Law Firm’s Website Content

Revamping need not entail starting from scratch. If you don’t have the budget to hire a professional, there are several fast and simple things you can do to improve your existing website content:

• Focus on improving the elements visitors notice most (taglines, headlines, subheads, photos, video);
• Break up long run-on sentences and lists into short sentences, bullet points or numbered steps;
• Include – within the limits of good taste — important search engine keyword phrases that people are likely to search for;
• Edit existing copy to bring it up – or down – to the appropriate level of the intended audience;
• Cut any outdated/factually incorrect info;
• Give specific examples of cases and legal issues your firm has handled, outcomes/verdicts (so far as your Bar rules allow), testimonials, client lists;
• Add a FAQ section; and
• Share the burden of writing new practice area content by assigning each attorney/partner one practice area, versus overloading one person with the work. (The exception to this rule is if there is one motivated individual who wants to handle all the content, has the time to devote to it, and possesses the authority to make decisions without being second-guessed.)

If You Do Nothing Else, Do This

The biggest piece of advice, however, is this: Start early. Firms should begin working on their new website content at the beginning of the redesign, not the end, when the rush to “get things done” inevitably lowers standards.

Incomplete content is one of the most common reasons a website launch is delayed. Poor quality content is one of the most common reasons a website redesign fails to reach its true potential.

Answer a client question

We get questions all day long from clients on a variety of topics. I am sure you do, too. Sometimes I pick up the phone, but often I simply reply back with the answer. If that answer is more than a few paragraphs, I turn it into a blog post. Simply strip out confidential information, turn the headline into the question, and your body text becomes the answer. BAM, you are done with your post.

Lists

Much like this one, you create lists of information. List how you help your clients with tasks, list how to handle a particular issue, list your process. Anything the client would want to know, make it a list.

Internal Processes

We often make checklists for SEO, design or other processes. Most of what we do is not a trade secret.Yes, it helps us be a better company and service our client. However, there is no reason we cannot share that info with clients and even potential competitors. This list is an example of that. Other examples include our logo process [INSERT LINK], SEO Process, Google Local Process, etc. All great blog posts.

News Recap

It is perfectly acceptable and good to post about a recent case, its ruling and impact on your practice. You should already be reading up daily or weekly on your core practice anyway, so figure out what is new and write a recap on that. It helps you understand the decision and keep your clients informed. One word of caution, however: Don’t be shady. Don’t report on someone’s tragedy or random accident that is not news and then try to plug your law firm in the next breath. You’ll just look like you’re trying to profit off of their misfortune. Bottom line, use the news to educate and share info with your clients, not send a heavy-handed sales pitch.

Social Media & Forum Commentary

If there is a good discussion going on another forum, blog or web site, chances are you want to comment. If your comment is short and sweet, post it there. If you are doing a detailed response, you may want to post that on your own blog.

Instead of commenting directly on the thread, consider posting your short thoughts as a reply, but then linking to your full post on your site. Then on your detailed blog post, you can summarize the discussion and offer your commentary. This will also allow you to be more detailed with photos, charts, and bullet point that may not be allowed on some forums or comment threads.

Florida law firms can have logos. My interpretation is that the Florida Bar rules do not cover logos. Here is the rule.

That specific rule is for advertisements and unsolicited communication, as the illustration language above comes under subsection. In fact, it is called: (b) Permissible Content of Advertisements and Unsolicited Written Communications. The specific (L) clause is about illustrations, not logos. Moreover, it is for unsolicited ads (i.e. direct mail for the most part, magazine ads, and yellow page ads).

Websites are still technically requests for info (although they are trying to change that) and any business cards, handouts, and letters would be requests for info, too. So they do not fall into that specific regulations of illustrations, and you can put whatever you want — so long as you are not misleading and deceptive.

Moreover, I think the rule is more for the main graphic of the page (i.e. the actual ad itself) as A-K related subsections are very precise on what can and can’t be in an unsolicited advertisement (i.e. whether you accept credit cards, foreign language, free consult).

Even in the most draconian review of that rule, if you do believe it applies to your logo, then in the worst case you may just need to have two sets of logos (one creative and icon based for the web) and one just a typeface to adhere to the rules (for direct mail / print ads). Many companies have a logo set that they can use for a variety of advertisements.

I don’t think that is the rule, though. I recommend you use whatever logo you want, so long as it’s not deceptive or misleading. What is deceptive? Well, the Bar went after a firm named “Pitbull Law Firm” at one time. But otherwise, you are probably fine, unless you put $$ in front of your name.

Most of the gang on LinkedIn believes that law firms simply: (1) do not have enough time, (2) it is not a priority, and/or (3) it forces the firm to make decisions. Everyone agrees they should have them, but that they just don’t.

I think that law firm logo design can be easy. If you are interested in a logo design process, here is how we work: http://www.paperstreet.com/blog/1879. This was a project for a law firm in Georgia, the country, not the state.

Even thought the client was 6,000 miles away, the process only took a few weeks, about 20 hours of work on our end, and perhaps a few hours on the clients end to just review/decide. Total cost was a few thousand dollars, a few hours of their time, and they now have a logo for the next 10 years of business.

Logos do not have to be time consuming if you have a talented designer. They should be part of your overall branding. It sets the tone for everything the firm does with marketing.

When it comes to Search Engine Optimization, links (and the relevance and value of those links) have long been one of the most important factors in Google’s algorithm for ranking high in the SERPS (search engine results pages). The more Google sees your website being mentioned—especially from credible sources and along with having the keywords mentioned in the title tags and body of your webpage—the more it decides people should see your content for the keywords searched, making your site rank higher in the results.

Facebook “likes” are similar in that they tell Facebook what is important in its users’ Social Graph. The more “likes” a page gets, the more visibility it gets within Facebook search.

More importantly though, with 65 million users “liking” content daily, it helps drive traffic to your site by sharing your recommendations with your social network and making your content viral.

Think of a Facebook “like” as today’s word-of-mouth marketing, giving your brand a personal recommendation and sharing that recommendation with the user’s network. If someone “likes” your website, a story appears in the user’s news feed and page (viewable by all their friends) with a link back to your website. This can lead someone to “share” that story and, in turn, that is aggregated to that user’s news feed and profile page, along with a link to your page, which is viewable by all their friends. Overall, this increases visibility for your website with a simple click of a button.

Making your content sharable
In terms of Search Engine Optimization, title tags and descriptions are used to entice users to click the link as well as optimize the document for search engines. When it comes to making your website sharable in the social graph, Facebook uses the Open Graph Protocol, which calls for a set of meta tags to be added to a page to customize how you would like your content to appear when shared in Facebook. This allows you to specify the exact title, description and image to pull. Or you can give your content a “type” to categorize it (such as company, website, movie etc) or to specify your location to Facebook users.

Example of FB open graph meta tags:

<meta property=”og:title” content=”PaperStreet Web Design” />

<meta property=”og:type” content=”company” />
<meta property=”og:url” content=http://www.paperstreet.com” />
<meta property=”og:image”content=”http://www.paperstreet.com/images/logo.jpg” />

When these tags are not in place, Facebook defaults to the website’s title tag and description of the page, and it creates thumbnails the user can choose to display from images on the page.

Having a well-written, search engine optimized title tag that is unique to the page in place, as well as Facebook meta tags, will help your business by making your content sharable on Facebook, as well as other social media websites.

PaperStreet Web Design can help your business dominate in both search and social marketing.

We can code your website as part of our search engine optimization services, as well as set up a social media campaign to engage your customers with a custom Facebook fan page design, FB meta tag implementation, and “like” button implementation on your website with our Social Media services.

We are happy to get your started; please call us today for a detailed quote: 954. 523.2181

This article is a guide to vector formats (a.k.a. EPS files), explaining what they are and why you should use them for your firm or company logo. We also have written another reference article on other file formats if you want to know more: http://www.paperstreet.com/blog/2885.

What is the definition of Vector Graphic?

According to Wikipedia: “Vector graphics files store the lines, shapes and colors that make up an image as mathematical formulae.” They are also known as EPS files.

Have you heard of Adobe Illustrator? It’s the way to do it.

A vector graphics program (like Adobe Illustrator) uses these mathematical formulae to construct the screen image, building the best quality image possible. The mathematical formulae determine where the dots that make up the image should be placed for the best results when displaying the image.

Should you care about resizing your logo? Yes, all logos can be on a billboard.

Since these formulae can produce an image scalable to any size and detail, the quality of the vector image is limited only by the resolution of the display. The file size of vector data generating the image stays the same.” For example, printing vector images on paper will usually give a sharper, higher resolution output than displaying them on a screen, but they use exactly the same vector data file.

Why Should I have my Logo in Vector Format?

• We can manipulate it better and have more creative options;
• We can separate it from the background and pull apart elements;
• We can edit the colors;
• We can use it on stationery designs;
• We can use it for other print materials, including brochures, direct-mail pieces, and other print materials;
• The colors can be set up to be printed consistently from any commercial printer;
• It can scale to fit a billboard and won’t lose quality; and
• It can be created in outlines so the font never loads differently.

What if I have a logo but it is not Vector?

In most cases we can trace and recreate your existing logo in vector format. Call us, and we can give you a quote.

Now ask yourself this: Can the same be said for your marketing efforts? Chances are, your branding hasn’t tapped into the desire for your product or service and capitalized on it. So, in truth, your job is only half done.

As with marketing absolutely anything, it’s all about connecting with your target audience’s emotions. If you’re thinking of Power, Success, Sophistication, Class, Exclusivity, Refinement, and most importantly the “Want” and not the “Need,” you have a clear understanding of the psychology behind high-end branding.

The million-dollar question is: How do you use this information to create a relationship with your potential customers?

Here at PaperStreet, we know that to brand a high-end client, the website, mobile site, search engine rankings, content, and most importantly, the design, has to represent top quality. By consistently marketing in this way, we help boost our client’s credibility, appeal, trust, and brand recognition.

From an aesthetic standpoint, some of our strategies include creating a single focus within the design, booking custom professional photography, and using sleek and refined design elements.

Take a good look at your marketing efforts and remember that High-End Branding is just as vital to your success as the product or service itself.

This is big. This is a game changer.

Google effectively hones in on your location based on your IP address and gives you local listings based on your location and search terms. It is now even more important to be listed in Google Places and not be left behind.

If you are thinking about setting up or revising your SEO campaign, it is important to consider Google Places and local search. A properly set up Google Places campaign can bring in thousands of impressions and hundreds of actions per month.

If you want to see a great looking Google Places Performance, look no further. Check out the graphic below of one of our clients. The numbers speak for themselves: over 1,200 impressions and 74 actions each month. An impression means the listing could have been viewed and an action means the user clicks on the listing.

• Twelve Monkeys;
• Unstoppable;
• Harry Potter and the Deathly Hallows; and
• Florida Trustee’s Duty to Remainderman Beneficiary.

I will leave the debate as to which one is more interesting to you.However, note that the titles are in order of descriptiveness from least descriptive to most descriptive. Many movies – in fact, many great movies”  — have vague titles. But for attorneys and businesses writing headlines and title tags online, this non-descript style is the kiss of death. Specific, descriptive titles help with search engines, usability and getting attention of respective audiences.

Bottom line, if you want to learn to write better title tags and headlines, the key is simple – don’t follow Hollywood’s example. Do the exact opposite.

Movie Titles are Non-Descript

Movie titles can often get away with being vague because their purpose is to catch a person’s attention and to entertain. At most, they provide enough information to set up a conflict, but never give the story away. Can you imagine The Empire Strikes Back renamed, Skywalker Learns Vader is His Father But Risks Death Rather than Join the Dark Side? I don’t think so.

Article and tag titles are the exact opposite. When someone is searching the Internet, they want a spoiler. That is, they want to find information upfront, as fast as possible — no suspense, no romance, no drama, no last-minute twist. If they are looking for a Washington, D.C. attorney who specializes in patent re-examination, reissue and interference proceedings, then those are the key words they are searching for — not titles like “Advice You Can Trust,” ” Protecting Your Future,” or other such generic clichés that sound like their author forgot he wasn’t working for a Hollywood studio.

How Do Specific, Direct Headlines Get Me Noticed?

The web is increasing in size every minute. In your industry there is a glut of information – information overload.

First, search engines must index all of that information. In order to determine relevancy, search engines rely on indicators, such as headlines, title tags and copy text (in addition to other on-page and off-page indicators). A relevant headline is more likely to pop up in a related search. So it is better to have relevant keyword phrases in your headline, Title tag and copy text.

Second, there is typically a large amount of choices when a user conducts a search for your topic of expertise. For instance, on a typical Google query, there are paid links, Google Local, and organic links. There are typically 20+ links on the search page to choose from, not including the standard navigation menu and search box. That is a lot for a user to view. You need to increase your chances of being clicked on, and you do this by writing descriptive headlines that match the viewer’s interest.

How can I increase my Chances of Gaining Traffic?

Google AdWords has proven that headlines directly matched to the search phrase are clicked on more. In fact, they bold keywords that are a match. Your articles will stand out if the headlines are specific and on-point to the reader. The user will instantly know whether they want to read your article and what your article is about. If it is on-point, you stand a better chance of being clicked on.

So what should I do?

Your article should contain keyword phrases that would be useful to a user looking up terms in your industry. If you are writing on the “false claims act” include it in your headline. If your article is about “how to file a mass tort claim,” then include that. The more descriptive your title, the better it will be for search and the user.