As of June, 2017, the office of Aaron J. Goldberg, PLC has closed and Aaron J. Goldberg, Esq. is no longer practicing law. An archived view of the former website can be seen at the Internet Archive WayBackMachine.
History
Aaron J. Goldberg, Esq. was formerly an elder law and estate planning attorney in Burlington, Vermont. In 2013 I took over management of his website, converting it from static html to WordPress. In June, 2016 I reskinned the website as part of a greater marketing campaign, including a new logo, new color scheme and new branding. I worked for Aaron J. Goldberg, PLC as their webmaster, social media admin and consultant, online marketing manager and Office 365 administrator. I also served as lead on marketing projects and as liaison to third-party vendors including the firm’s IT provider.
Rebrand and Redesign
In 2015 and 2016 Mr. Goldberg rebranded his firm from “Aaron J. Goldberg, PLC, Elder Law & Trust Group” to “Aaron J. Goldberg, PLC, Elder Law and Estate Planning”. The rebranding was a combined effort between myself, the Above the Fold Marketing Agency in Burlington, Vermont and Kingsley Poulin of Kingsley Graphics in Colchester, Vermont. Kingsley led us through a logo redesign, complete with a new color scheme and print materials (rack cards, business cards, letterhead). I then took Kingsley’s work and reskinned the website to incorporate the new logo and match the new branding and colors.
Research and Online Marketing
Good online marketing projects begin with a “discovery” period. Working closely with Above the Fold, I assisted in analyzing the online presence, competition, keyword usage and analytics for Aaron J. Goldberg, PLC and their website. We discussed options for online advertising (Facebook ads, Google Adwords) but eventually decided that the best way to market the law firm at that time would be to update the website’s brand language and add a blog. The blog drew attention to the law firm’s concentrations while demystifying the laws around estate planning and elder law in Vermont. Analytics for the marketing initiative were closely monitored to determine if a clear correlation could be drawn between blog updates, keyword optimization, searchability, traffic to the website and new clients. We then added online advertising in the form of Google AdWords campaigns and Facebook advertising campaigns to increase traffic to both the blog and the website.
A social media policy was written for the firm by Above the Fold and myself. Our intention was to utilize social media as a way of sharing the firm’s blog posts as well as community involvement, such as the firm’s presence at local events or public speaking engagements by any of the firm’s attorneys. Aaron J. Goldberg, PLC had an active presence on Facebook, Google+ and LinkedIn.
Inner Workings
Www.vteldlerlaw.com was built on the WordPress platform using the BizzThemes LawFirm theme. This theme allowed us to highlight areas of practice in order to ensure that clients looking for an attorney of Mr. Goldberg’s concentration would find this firm. The website also utilized a series of plugins including “404page” for a custom 404 error page, “Collapse-O-Matic” to expand and collapse long testimonials for ease of reading, “Flexi Quote Rotator” for the rotating testimonial snippets on inner page sidebars, “Contact Form 7” for the contact form and “Broken Link Checker” to maintain the Resources page and notify us if a link is broken. All of my WordPress websites use Akismet, Updraft Plus backup, WP Staging for development environments and WordFence security.
