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.Jason Bland is with SEOLawFirm.com, a division of Adviatech that specializes in law firm marketing, attorney websites, and legal marketing. To learn more, visit SEOLawFirm.com.