Lessons learned from a day of competitor research


Researching your competitors is an important aspect of both the website design and marketing process. Keeping an eye on what others in your field (and locality) are doing helps provide important insight as to what works and what doesn’t. It also helps you avoid making the mistake of marketing your firm in a way that is too similar to that of other attorneys in you area. If your website looks just like that of your competitors, it will not be memorable, and prospects will have no way of knowing why they should hire you over any other firm.

If you can approach the research process thinking like a client and not an attorney, you will be able to see the strengths and weaknesses of different approaches. Do any of your competitors present information in a unique or interesting way? What aspects of your competitors’ websites do you find confusing and what parts are easy to use? Researching what works – but not copying it – can help you build a website that communicates more effectively with visitors.

Sometimes, you come across a website that seems to do everything right. I recently came across a site like this when doing research for a client. What started as a simple exploration of the site from an unbiased fact-finding perspective ended with me completely convinced that I should employ their services. I do not need these services, nor did I come to the website as a prospective client, but I was convinced nonetheless. What did they do so that worked so well? Here are three of their biggest successes.

Really good, informative content. Visitors can tell when your website content has been churned out in an attempt to fill page after page with relevant keywords that please search engines. That type of writing sounds awkward, and when you dig into it, there is actually very little substance. Fortunately, search engines are catching on to this trick and are at least trying to give more weight to content that sounds like it was written to be read by human beings. And that is what good websites should have. What worked was not the sheer volume of content. What worked was that the content was relevant, interesting, well-written and clearly explained. They did not have to talk about how knowledgeable and experienced they are; they just showed it. This builds a much deeper level of trust with the user... CONTINUE READING

LOADING PDF: If there are any problems, click here to download the file.

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Custom Legal Marketing | Attorney Advertising

Written by:


Custom Legal Marketing on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:

Sign up to create your digest using LinkedIn*

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.

Already signed up? Log in here

*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.