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Jennifer Campbell Goddard
The Midwest
Marketing Consultant, Author & Speaker
Interests: running, reading, writing, flying, horses, my granddaughter, friends & family
Recent Activity
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Spam can wreak havoc with your law firm, in more ways than you might think. The junk cluttering your email inbox, the time wasted when your IT department has to fix a damage done by spam, the investment in technology necessary to continue to combat spam; that’s just for starters. Think about this: spam poses a real threat to your website’s Google analytics. Continue reading
Posted 9 hours ago at Integrity Marketing
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You’ve seen the ads for do-it-yourself websites everywhere, from online to broadcast television commercials. Promoted as a great solution for small scale enterprises, including law firms, there’s just one piece of information missing: some of these sites, especially the more popular ones, are frequent targets for hackers. That’s why IMS law firm websites are built using proprietary software programs with a level of security you don’t get with mainstream do-it-yourself websites. Continue reading
Posted yesterday at Integrity Marketing
A cinematic brand story lawyer video Continue reading
Posted 2 days ago at Integrity Marketing
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Law firms that count on strong SEO performance also rely on the technical back-end of their websites to protect against the efforts of malware, viruses, spyware and other threats. With multiple layers of digital protection in place, well-designed websites can withstand attacks that, in most cases, users are completely unaware of. How do you know your website is shielded? It performs well, Google has not penalized you for being spammy, and people are able to search and find your website. Continue reading
Posted 2 days ago at Integrity Marketing
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Here’s where the IT department and the rest of the estate planning and Elder Law firm can get into what we like to call “spirited debates.” You realize that you haven’t gotten a response to your emails from a really important client for a week. You ask your paralegal if she’s heard from Mrs. Jones. No, she has not. Then it hits you: Mrs. Jones and a week’s worth of her emails are sitting in the firm’s blocked email senders file. You can almost feel your blood pressure rising, can’t you? Continue reading
Posted 3 days ago at Integrity Marketing
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Spam is dangerous, and has become more malicious and powerful in recent years, with law firm systems emerging as a target rich environment for hackers. Just think of the wealth of client information the typical law firm contains, and what could happen if that information was obtained by someone wanting to steal assets or sell the data online? Your IT department or outside consultant should be providing your estate planning and Elder Law firm with multiple layers of protection, but often the weak link in the data security chain is the live human. What can you do to protect your firm? Continue reading
Posted 4 days ago at Integrity Marketing
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Testimonials are powerful messages. For building trust, establishing authority to visitors and reminding current clients of why they made the right decision when they chose your law firm, testimonials are terrific. But like any other part of your website, testimonials have to be deployed strategically to have the desired impact: getting visitors to become clients. Continue reading
Posted 7 days ago at Integrity Marketing
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When we design a website for an estate planning and Elder Law firm, we have very specific goals: first, to drive visitors to the website, next, to engage visitors and take them on a journey through the website and lastly, to get those visitors to convert, either filling out a Contact Us form, picking up the phone, or, entering into an automated intake system that includes sharing information and making an appointment. Our goals are pretty simple, but that doesn’t mean it’s easy. Think of it as building a great interstate highway system. Continue reading
Posted Jun 15, 2017 at Integrity Marketing
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Stock photos seen on law firm websites that intend to deliver a visual punch make marketers like us cringe. The sobbing child standing by the side of a car crash, implying no guardianship plan has been put in place, or a group of family members glaring at each other to shows visitors what happens when mom cuts everyone but the youngest child out of the will. We don’t think you need the drama to reach qualified prospects; in fact, we think a heavy reliance on overly dramatic photos detracts from your law firm’s capabilities. Continue reading
Posted Jun 14, 2017 at Integrity Marketing
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Your team at IMS hopes that the first time you see your new estate planning and Elder Law firm website, you’ll be delighted. You may notice the absence of some features that you see on other websites—sliders, popups and autoplay—and wonder why they’re not on your IMS website. We don’t use them, for a number of reasons. Continue reading
Posted Jun 13, 2017 at Integrity Marketing
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Law firm websites work best when they balance form with function. An attractive, contemporary appearance is critical to ensure that visitors don’t leave two seconds after they land on your website. But the site has to meet performance standards also. That includes navigation around the site, engagement on an intellectual and emotional level, and design, including but certainly not limited to the logo, that reflects the firm’s identity. What else makes for a well-designed website? Continue reading
Posted Jun 12, 2017 at Integrity Marketing
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A law firm website without at least one professionally produced lawyer video is like a website without an About the Attorneys page. Today’s visitors to estate planning and Elder Law firm websites are looking for a connection and reassurances on an emotional and intellectual level. Lawyer videos make that connection happen faster than pure text. Continue reading
Posted Jun 9, 2017 at Integrity Marketing
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The first thing you need to know about law firm directories is to be careful. There are many law firm directories, some legitimate, others not so much. You don’t want to find your firm bounced off of Google because of a law firm directory. Next, you probably want to know what a law firm directory is, and why do you need to be listed? Continue reading
Posted Jun 8, 2017 at Integrity Marketing
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A strong social media campaign for an estate planning and Elder Law practice looks very different than one for an online bookseller. But some elements should be the same. Social media, including blogs, Facebook pages, LinkedIn conversations, Tweets (on Twitter) and videos need to be current. They also need to be geared to your visitors, who should represent your ideal client. Still not dipping your toes into the social media pool? Maybe these tips will help: Continue reading
Posted Jun 7, 2017 at Integrity Marketing
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Clients often ask about competitors who rank higher than them on Google, and then suddenly disappear from search results completely. Why does that happen? Often it is the direct result of law firms that work with companies using black hat SEO. These strategies don’t follow the best practices guidelines of search engines and don’t focus at all on the user experience. They exist solely to ratchet the law firm’s presence up in the rankings. The risk is being knocked off of search indexes completely. That’s why many firms using black hat SEO appear and then—woosh!—they disappear. Continue reading
Posted Jun 6, 2017 at Integrity Marketing
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The simplest definition: backlinks are links from an unrelated website to your website. A little more detail: a backlink campaign is a strategically planned SEO (Search Engine Optimization) program of creating links from other websites to your estate planning and Elder law website. Backlink campaigns can be a strong part of your digital marketing toolbox, when handled correctly. Done badly, they can bounce your website into cyber-oblivion. Here are some basics for backlink campaigns: Continue reading
Posted Jun 5, 2017 at Integrity Marketing
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How many events have you attended or hosted in the last six months, and how successful were they? If you don’t know the answer to that question, it could be because you aren’t tracking the data of the events themselves and follow up activities. Without this data, it’s impossible to know whether the events are worth the investment of resources and time or, frankly, wasted efforts. Continue reading
Posted Jun 2, 2017 at Integrity Marketing
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A disorganized email inbox is one thing for your personal accounts. But if your email inbox for work lacks organization and has no means of tracking responses to emails, you could be putting yourself and your entire firm at risk. The use of email as a primary client contact means that those emails are as significant today as memos to the file and attorney notes were ten years ago. Continue reading
Posted Jun 1, 2017 at Integrity Marketing
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Email marketing presents an opportunity to have a meaningful and effective dialogue with prospects, clients and colleagues and even your own family members and friends (yes, they need to be on your email list too.). Content needs to be relevant, giving your estate planning and Elder Law practice a chance to show off your knowledge and experience. But the emails, whether they are announcing a new partner at the firm or that it’s time to review their estate plan, have to look and function well. Continue reading
Posted May 31, 2017 at Integrity Marketing
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An “erosion of demand for legal services” and “Decreasing demand for legal services,” were just two issues facing the legal profession described in Altman Weil’s “Law Firms in Transition Survey,” as reported by the ABA Journal last week. The survey of law firm leaders echoes many of the points that we discuss on a regular basis in this blog. Continue reading
Posted May 30, 2017 at Integrity Marketing
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The concept is simple: the more client information you have in an accessible format, the better you can manage your relationships with law firm prospects and clients. IMS created the E2-CRM because we want to make your website as powerful as possible, grow your estate planning and Elder Law practice and boost profitability. Working without an E2-CRM is like flying without instruments. You can do it, but who knows where you’re going to land, or if you’ll land at all. Continue reading
Posted May 29, 2017 at Integrity Marketing
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You’d expect it has to have great content, but making a landing page sticky is a real art. Best practices for estate planning and Elder Law firms are creating a landing page that brings visitors who have specific interests to pages that are tailored to their own specific interests. After all, if your blog is all about using trusts for estate planning and you link to a page on your website, your visitor will expect to see more information about—guess what?—trusts. Sending visitors to your home page or an unrelated page will cause confusion and frustration. Continue reading
Posted May 26, 2017 at Integrity Marketing
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Drip email campaigns solve several marketing problems: staying in touch with potential estate planning and Elder Law clients over an extended period of time, reminding prospects of your knowledge and establishing credibility, building top of mind awareness and building name recognition. Continue reading
Posted May 25, 2017 at Integrity Marketing
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Email campaigns can be a powerful tool in your estate planning law firm's marketing strategy, or they can be an example of putting a mediocre driver behind the wheel of a Ferrari. Without superior driving skills, the car can’t achieve maximum performance. Want to make your law firm’s email marketing campaigns roar like a champion? Here’s how: Continue reading
Posted May 24, 2017 at Integrity Marketing
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We remember back to the time when law firm newsletters were delivered by fax. At the time, it was revolutionary. Today newsletters still play a significant role in estate planning and Elder Law firm marketing, whether they are hard copy or eNewsletters, because they work on several levels. Continue reading
Posted May 23, 2017 at Integrity Marketing