An easy way to stay ahead of the competition is to look at other law
firms in your area to see what they are doing, and then implement a
better strategy. That’s actually basic marketing. However, to really be
an innovator in your field, look around at other industries and see
what you can learn from them.

This week, let’s look at Apple. Everyone is familiar with the Apple
culture of simplicity and clean design. When you walk past an Apple
store, do you see big red letters that say, “Computers and MP3 Players
Here at the Apple Store”? No. You see a silver background and the white
Apple logo. They don’t even include the rightful trademark symbol at
the top right of their logo…it would take away from the simplistic feel.

I remember several years ago being in New York City looking for the
Apple store on 5th Ave. I was meeting someone there and they assured me
I couldn’t miss it. Many companies strive to make their major metro
location bigger and more extraordinary than their suburbia locations.

The New York City Apple Store, however, is in a basement. It is
different than the other stores, rising above the platform is a 2-3
story glass square with the Apple logo in the middle. The basement is
the same light pine wood colored table filled concrete floor experience
that you will get at any of their other locations. But it’s simple.
It’s clear. It communicates with their target market. Even with its
simplicity, it stands out.

What law firms can learn from Apple is their dedication to
simplicity. If there is ever a market that needs simple clear
direction, it’s your target market; those who are in need of legal
counsel.

The mistake that many attorneys make is their desire to put
themselves at the top of the highest billboard with flashy colors and
clever statements of toughness and dedication. However, if you placed
two billboards side-by-side for two attorneys, and one was red and
yellow with “We Are Dedicated to Getting Results” and the other had a
white background with easy to read text that simply said, “After an
Accident, Call…” the simple method will always convert better.

When developing your law firm’s website, think simple. What are your
clients looking for? What is their point of stress at that very moment?
In as little words as possible, how can you convince someone that you
are what they are looking for? The answer is always simplicity.

On the other side of the issue is the need for content on your
website. Certainly Apple can get away with a lot of white space and no
valuable textual content on their homepage… after all Apple’s company
name is their most valuable keyphrase. But you, as a lawyer, have a
wider list of keywords that need to be addressed. A picture is worth a
thousand words, but a thousand words can be read by Google.

In our next article, we will conclude this feature with Part II
discussing how to marry the simplistic “Apple like” tone with the
content needed to succeed in search engine optimization.

To learn more about legal marketing, law firm marketing, and law firm web design, visit SEOLawFirm.com or call 1.800.728.5306.