Bio Rx: Making the Most of a Website Magnet Amy Spach Mary Trice - - PowerPoint PPT Presentation

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Bio Rx: Making the Most of a Website Magnet Amy Spach Mary Trice - - PowerPoint PPT Presentation

Oct 01, 2022 160 likes •666 views

Bio Rx: Making the Most of a Website Magnet Amy Spach Mary Trice Marketing Content Manager Digital & Marketing Communications Manager Perkins Coie LLP Winston & Strawn LLP BioRx: Embrace the Emotions Personal Meets Professional

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Amy Spach

Marketing Content Manager Perkins Coie LLP

Mary Trice

Digital & Marketing Communications Manager Winston & Strawn LLP

Bio Rx: Making the Most of a Website Magnet

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BioRx: Embrace the Emotions Personal Meets Professional

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Amy Spach

Marketing Content Manager

Perkins Coie LLP

Los Angeles Aspach@perkinscoie.com @aswrit Drop-in Bio Booth at Retreat

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Mary Trice

Digital & Marketing Communications Manager

Winston & Strawn LLP

MTrice@Winston.com linkedin.com/in/marymarshalltrice

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Learning Outcomes

  • 1. Identify the elements of a strong bio
  • 2. Recognize “bio killing” pitfalls that can derail

effective bios

  • 3. Become familiar with ways to optimize bios
  • nline
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Diagnosis: Genericitis

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Rx: Make it Stick With Specifics

In his counsel to public and private companies, Randy Bridgeman often serves as deal steward and outside corporate counsel, quarterbacking the deal process from pre- sale through to closing and positioning clients for expansion, strategic partnerships and changes in ownership.

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Rx: Make it Stick With Specifics

In his counsel to public and private companies, Randy Bridgeman often serves as deal steward and outside corporate counsel, quarterbacking the deal process from pre- sale through to closing and positioning clients for expansion, strategic partnerships and changes in ownership.

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Diagnosis: Suffocation by Text

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Long-tail Bios

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Long-tail Bios

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Rx: Right Size the Super Sized

Navigation

White Space

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Rx: Design-Boosted Content

Tabs Help Tell Story

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Rx: Design-Boosted Content

Hero font opener Generous white space

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Rx: Maximize Real Estate

As a Gulf Coast native and the daughter of a career marine- insurance claims adjuster, Candace Ourso was introduced to the insurance and legal industries at a very young age. After law school, she naturally followed her maritime roots and found a home amongst some of Houston’s most well-respected and successful admiralty and trial lawyers. International marine disasters forced her to learn quickly that effective crisis management hinges upon critical analysis and smart decisions made in record time. And she still carries coveralls and steel-toe boots in the back of her car.

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Rx: Break it Up

Subheadlines Short sentences

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Rx: More Button

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Diagnosis: Homo Sapiens Absens

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Rx: Make it Personally Professional

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Rx: Getting to Know You

Vinita Mehra is an attorney who cares — about her clients and her community. Her professional and personal philosophy includes giving back in ways that make a meaningful difference to the local and global communities to which she dedicates her practice. Vinita is a firm believer in Gandhi’s idea of “being the change you want to see in the world.”

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Rx: Talk to Your Client

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Rx: How I Can Help You

“Most clients come to me in emotionally charged and life altering circumstances. I help them move to the next stage in their lives by being a communicative, cost-effective and ardent advocate,” says Maya

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Bio Killers

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Bio Killers

Roadblocks

Legalese, parentheses, semicolons

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Bio Killers

Roadblocks

Legalese, parentheses, semicolons

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Bio Killers

Marcia Marcia Marcia

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Bio Killers

Consistency vs Monotony

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Liven It Up by Mixing it Up

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Bored to Death

“His practice focuses on …” Avoid Stale Phrases

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Bio Killers

Info Scavenger Hunt

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Don’t Bury the Lede/Lead

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Magnetic Charge of Search Engines

  • On-page optimization
  • Evolution of search
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Force Field of Statistics

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Keyword Attraction

  • Search volume & frequency
  • Related keywords
  • Search trends
  • Competition
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Keyword Attraction

Google Adwords: Keyword Planner

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Keyword Attraction

  • Google predictive search
  • Subheadings
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Magnetism of Meta

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Semantic Search

“Semantic search seeks to improve search accuracy by understanding the searcher’s intent and the contextual meaning of terms as they appear in the searchable dataspace, whether on the Web or within a closed system, to generate more relevant results.”

  • Wikipedia
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Semantic Search

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Draw in Visitors

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Draw in Visitors

  • Click on link
  • Internal search
  • Click off/bounce
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Attraction of Social Media

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Draw of SMO on SEO

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Lure of LinkedIn

  • Complete profile
  • Add photo
  • Incorporate keywords
  • Customize url
  • Add websites
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Pull of Dynamic Content

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Learning Outcomes

Identify the elements of a strong bio Memorable, specific, right sized, personality Recognize “bio killing” pitfalls that can derail effective bios Roadblocks, monotony, scavenger hunts Become familiar with ways to optimize bios online Keywords, meta titles, semantic search, social media optimization, dynamic content

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Content Pilot 2016 FBP Study

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Amy Spach

Marketing Content Manager Perkins Coie LLP

Mary Trice

Digital & Marketing Communications Manager Winston & Strawn LLP

Bio Rx: Making the Most of a Website Magnet

Q & A with M & A