A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London...
11
1
2
3
4
5
6
USER EXPERIENCE
BIOGRAPHIES
SEARCH
CLIENT
ACQUISITION
MICRO-SITES
MOBILE CROSS-
DEVICE
2
24%
OUT A GLOBAL SURVEY OF
500 BUSINESSES, 24
PERCENT OF THEIR ANNUAL
ONLINE REVENUE WAS LOST
DUE TO A BAD WEBSITE
EXPER...
3
3%
OUT 1,500 WEBSITES
REVIEWED, ONLY 3 PERCENT
(45) OF THE SITES EARNED A
PASSING SCORE.
Forrester, March 2012
4
USER EXPERIENCE IS A BROAD RANGE OF
DISCIPLINES WITH THE OBJECTIVE DELIVERING
SATISFYING AND ENGAGING EXPERIENCES
LAW FI...
5
WHAT ARE THE CULPRITS OF POOR UX?
WHAT IS REGULARLY FOUND
1. Crowded page—lack of
white space around
elements
2. Misalig...
6
SITE MAP AND NAVIGATION
SITEMAP
1. Does the order of the main
menu reflect what is
important to visitors?
2. Does inform...
7
PAGE STRUCTURE AND TYPOGRAPHY
PAGE STRUCTURE
1. Is the information structured
in order as is followed by
peoples eyes?
2...
88
1
2
3
4
5
6
USER EXPERIENCE
BIOGRAPHIES
SEARCH
CLIENT
ACQUISITION
MICRO-SITES
MOBILE CROSS-
DEVICE
9
45%
45 PERCENT OF CURRENT IN-
HOUSE COUNSEL (CURRENT
CLIENTS) REVIEW THEIR
ATTORNEY’S BIOGRAPHY
PERIODICALLY.
BTI Study,...
10
56%
56% OF WEBSITE TRAFFIC
GOES TO ATTORNEY
BIOGRAPHIES.
The Great Jakes Blog, 2010
11
Buyers seek a referral
from trusted colleagues or
friends.
They make a short list of
three to six lawyers to
review.
Th...
12
GETTING FOUND
SHOW UP ON GOOGLE
1. Google typically pulls the
first 150 characters in a
lawyer's bio for the search
res...
13
GETTING YOUR MESSAGE ACROSS
MERCHANDIZING ATTORNEYS
1. Make it personal—start with
a great image that engages
2. Make i...
14
LOOKING GOOD
THE CARDBOARD CUT-OUT?
1. Formality is opening up to
personality—let your people
shine through
2. Reflect ...
15
ARE RATINGS AND REVIEWS NEXT?
THE AMAZON ATTORNEY
1. Firms are considering if and
how reviews and ratings
make sense
2....
1616
1
2
3
4
5
6
USER EXPERIENCE
BIOGRAPHIES
SEARCH
CLIENT
ACQUISITION
MICRO-SITES
MOBILE CROSS-
DEVICE
17
90%
90 PERCENT OF COMPANIES
REPORT THAT SEARCH IS
THE NO.1 MEANS OF
NAVIGATION ON THEIR SITE.
Search Technology: Resurr...
18
82%
82 PERCENT OF VISITORS
USE SITE SEARCH TO FIND
THE INFORMATION THEY
NEED.
Specialize Your Site’s Search, Forrester ...
19
SEARCH IS YOUR WELCOME MAT
MAKE IT OBVIOUS
1. Put it where people expect
2. Make it look like a search
box
MAKE IT LARG...
20
DIFFERENT SEARCH FOR DIFFERENT CONTENT
HIERARCHICAL CONTENT
1. Practices and services
2. General information
FLAT CONTE...
21
SEARCHING FLAT CONTENT
NEED TO FILTER A LARGE
AMOUNT QUICKLY? USE
FACETED SEARCH
FLAT CONTENT
1. Often a large volume:
...
22
49%
49 PERCENT OF VISITORS DO
NOT BOTHER TO
REFORMULATE THEIR
SEARCH QUERIES AFTER THE
FIRST FAILED RESULTS.
Jakob Niel...
23
SEARCH SUCCESS
 Each successive required search query will lose more visitors
 Getting a first-time satisfactory sear...
24
KEY CAPABILITIES TO GET RIGHT
AUTO-SUGGEST
1. Recommend content that
does exist in your website
2. Provides convenience...
2525
1
2
3
4
5
6
USER EXPERIENCE
BIOGRAPHIES
SEARCH
CLIENT
ACQUISITION
MICRO-SITES
MOBILE CROSS-
DEVICE
26
80%
80 PERCENT OF EXECUTIVES
AGED 50 OR BELOW WILL USE
THE INTERNET DAILY TO SEEK
BUSINESS INFORMATION (THAT
FIGURE IS ...
27
2M
2 MILLION REGULAR
READERS OF THE MCKINSEY
QUARTERLY, OVER 40,000
FACEBOOK FANS, AND
AROUND 40,000 FOLLOWERS
ON TWITT...
28
YOUR WEBSITE IS THE IDEAL VEHICLE FOR THOUGHT
LEADERSHIP MARKETING (TLM) TO DRIVE CLIENT
ACQUISITION THROUGH ENGAGEMENT...
29
THOUGHT LEADERSHIP MARKETING (TLM)
THE PRINCIPLE OF TLM IS SIMPLE ENOUGH:
YOU GIVE AWAY A LITTLE VALUABLE
INTELLECTUAL ...
30
MAKING TLM MATTER TO CLIENTS
PROSPECTS WANT YOUR PERSPECTIVE, NOT YOUR
SERVICE: THEY WANT TO “BUY INTO” YOUR
APPROACH A...
31
TLM TO ENTICE AND ENGAGE
TLM CONSIDERATIONS
1. Findability (SEO)—
prospects use Google
search to find solutions to
prob...
3232
1
2
3
4
5
6
USER EXPERIENCE
BIOGRAPHIES
SEARCH
CLIENT
ACQUISITION
MICRO-SITES
MOBILE CROSS-
DEVICE
33
93%
93 PERCENT OF BUYING
CYCLES START WITH ONLINE
SEARCH (PERHAPS NOT
QUITE WHAT YOUR FIRM
EXPERIENCES—BUT THERE
IS MOV...
34
SMALL BUT EFFECTIVE
MICROS-SITES
1. Small task and message-
focused websites
2. Landing pages (1-2 pages)
support lead ...
35
HOW CAN ATTORNEYS USE THEM?
THE ATTORNEY MICROSITE
1. Complements the main
website biography
2. Provide greater detail ...
36
HOW CAN PRACTICE USE THEM?
THE PRACTICE MICROSITE
1. Deliver industry or problem-
specific messages to a
targeted audie...
37
CREATE UNIQUE CONTENT
 Content duplication (copying) between the main website and the
microsites will lower page ranki...
3838
1
2
3
4
5
6
USER EXPERIENCE
BIOGRAPHIES
SEARCH
CLIENT
ACQUISITION
MICRO-SITES
MOBILE
39
100M
THE NUMBER OF
SMARTPHONE USERS
EXCEEDS 100 MILLION
WITHIN THE FIRST THREE
MONTHS OF 2012.
comScore, Inc. 2012
40
24%
WITH NEARLY ONE IN FOUR
SMARTPHONE OWNERS (OR
24%) ALSO USING TABLETS
DURING THE FIRST THREE
MONTHS IN 2012.
comSco...
41
MOBILE APPS FOR YOUR FIRM?
DO LAW FIRMS “NEED AN
APP FOR THAT”?
1. Apps are expensive: Must
be written for iPhone, Droi...
42
IS BEING MOBILE-OPTIMIZED ENOUGH?
FIRST, WHAT DO VISITORS
REALLY WANT TO DO ON
THEIR MOBILE DEVICE?
1. Address and map
...
43
ADOPTING A MOBILE-FIRST STRATEGY
A MOBILE-FIRST STRATEGY
Think about your website as
MOBILE site first—start with
mobil...
44
GETTING TO A MOBILE-FIRST STRATEGY
RESPONSIVE DESIGN
1. One website: Not a
separate mobile and
desktop site
2. HTML5 & ...
46
EXAMPLE: RESPONSIVE DESIGN
47
EXAMPLE: BOSTON GLOBE
48
19%
WITH NEARLY ONE IN FIVE OF
THE 2011 AMLAW LIST (OR
19%) HAVE MOBILE
WEBSITES.
AmLaw, 2011
49
RESPONSIVE DESIGN: THORSTEINSSONS LLP
50
CONNECT WITH US
1-877-339-6264
www.edynamic.net
contact@edynamic.net
twitter.com/edynamic
youtube.com/1999dynamic
faceb...
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Websites Considerations for Law Firms - Part 1

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Learn how to create best-in-class, engaging websites for your firm.

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Websites Considerations for Law Firms - Part 1

  1. 1. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi WebsitesConsiderations forLawFirms NumberOneinaSeries
  2. 2. 11 1 2 3 4 5 6 USER EXPERIENCE BIOGRAPHIES SEARCH CLIENT ACQUISITION MICRO-SITES MOBILE CROSS- DEVICE
  3. 3. 2 24% OUT A GLOBAL SURVEY OF 500 BUSINESSES, 24 PERCENT OF THEIR ANNUAL ONLINE REVENUE WAS LOST DUE TO A BAD WEBSITE EXPERIENCE.eConsultancy, June 2011
  4. 4. 3 3% OUT 1,500 WEBSITES REVIEWED, ONLY 3 PERCENT (45) OF THE SITES EARNED A PASSING SCORE. Forrester, March 2012
  5. 5. 4 USER EXPERIENCE IS A BROAD RANGE OF DISCIPLINES WITH THE OBJECTIVE DELIVERING SATISFYING AND ENGAGING EXPERIENCES LAW FIRM WEBSITE USER EXPERIENCE (UX) User Experience • Branding • Usability • Information architecture • Design Satisfaction • Pleasure • Fun • Surprise • Achievement
  6. 6. 5 WHAT ARE THE CULPRITS OF POOR UX? WHAT IS REGULARLY FOUND 1. Crowded page—lack of white space around elements 2. Misaligned site map— menus do not reflect the importance and relevance of information 3. Hierarchical menus— difficult to use multi-tier navigation 4. Deep site navigation— visitors click 3-4 levels to get to the information they seek 5. Search—overwhelming, irrelevant search results “PROBLEMS WITH TEXT LEGIBILITY, TASK FLOW, LINKS TO PRIVACY AND SECURITY POLICIES, AND USE OF SPACE HAVE DOMINATED THE TOP FAILURE LIST SINCE 2005.” FORRESTER, 2012
  7. 7. 6 SITE MAP AND NAVIGATION SITEMAP 1. Does the order of the main menu reflect what is important to visitors? 2. Does information hierarchy align with expectations? NAVIGATION 1. How deep must visitors go to get to what they need? 2. Do menus support a “first glance” overview of navigation options?
  8. 8. 7 PAGE STRUCTURE AND TYPOGRAPHY PAGE STRUCTURE 1. Is the information structured in order as is followed by peoples eyes? 2. Does it have sufficient white space to make the information stand out? TYPOLOGY FOR READABILITY 1. Is there an appropriate use of font size, type, color and line height to guide the eye?
  9. 9. 88 1 2 3 4 5 6 USER EXPERIENCE BIOGRAPHIES SEARCH CLIENT ACQUISITION MICRO-SITES MOBILE CROSS- DEVICE
  10. 10. 9 45% 45 PERCENT OF CURRENT IN- HOUSE COUNSEL (CURRENT CLIENTS) REVIEW THEIR ATTORNEY’S BIOGRAPHY PERIODICALLY. BTI Study, 2011
  11. 11. 10 56% 56% OF WEBSITE TRAFFIC GOES TO ATTORNEY BIOGRAPHIES. The Great Jakes Blog, 2010
  12. 12. 11 Buyers seek a referral from trusted colleagues or friends. They make a short list of three to six lawyers to review. They Google the lawyers' names to see what surfaces on page one or two of results. Then, these buyers visit the lawyers' websites and biographies. Buyers compare bios side-by-side on the conference room table, filtering the short list. The buyers may call one, or perhaps two or three of the short list lawyers to interview. They choose a lawyer over the others because the references were strong, the experience that the biography presented was current and relevant. The right lawyer gets hired BIOGRAPHIES AND LAWYER SELECTION
  13. 13. 12 GETTING FOUND SHOW UP ON GOOGLE 1. Google typically pulls the first 150 characters in a lawyer's bio for the search results USE THE RIGHT WORDS 1. Be descriptive and differentiating—what makes you different DO NOT FORGET THE LINKS 1. In-bound and out-bound links determine relevancy 2. Link to pages within your sites, or external articles, accolades and news
  14. 14. 13 GETTING YOUR MESSAGE ACROSS MERCHANDIZING ATTORNEYS 1. Make it personal—start with a great image that engages 2. Make it convenient— organize information from most commonly viewed to least 3. Make obvious—the most popular information, like contact details should be at the top
  15. 15. 14 LOOKING GOOD THE CARDBOARD CUT-OUT? 1. Formality is opening up to personality—let your people shine through 2. Reflect the culture of the firm, while letting the person be the focus 3. Consider stance, dress, color and overall tone 4. Do not sacrifice on quality or size—this may be the attorney’s first impression
  16. 16. 15 ARE RATINGS AND REVIEWS NEXT? THE AMAZON ATTORNEY 1. Firms are considering if and how reviews and ratings make sense 2. As with all user generated content (UGC) associated with a firm, it must be moderated THE SOCIAL NETWORK 1. Consider LinkedIn, Twitter and even Martindale-Hubble Connected as biography components—provide another perspective for a client
  17. 17. 1616 1 2 3 4 5 6 USER EXPERIENCE BIOGRAPHIES SEARCH CLIENT ACQUISITION MICRO-SITES MOBILE CROSS- DEVICE
  18. 18. 17 90% 90 PERCENT OF COMPANIES REPORT THAT SEARCH IS THE NO.1 MEANS OF NAVIGATION ON THEIR SITE. Search Technology: Resurrecting the Web’s Workhorse, Jupiter Media Metrix
  19. 19. 18 82% 82 PERCENT OF VISITORS USE SITE SEARCH TO FIND THE INFORMATION THEY NEED. Specialize Your Site’s Search, Forrester Research
  20. 20. 19 SEARCH IS YOUR WELCOME MAT MAKE IT OBVIOUS 1. Put it where people expect 2. Make it look like a search box MAKE IT LARGE 1. Make it large enough hold the longest attorney name or practice MAKE IT CONSISTENT 1. Same place on every page 2. Same behavior on every page
  21. 21. 20 DIFFERENT SEARCH FOR DIFFERENT CONTENT HIERARCHICAL CONTENT 1. Practices and services 2. General information FLAT CONTENT 1. Biographies 2. Publications 3. News 4. Events 20% 80%
  22. 22. 21 SEARCHING FLAT CONTENT NEED TO FILTER A LARGE AMOUNT QUICKLY? USE FACETED SEARCH FLAT CONTENT 1. Often a large volume: Thousands (or tens of thousands) of items 2. Typically attribute rich: Filtering by attributes can narrow the search quickly 3. Generally a consistent structure: Makes it easier to show specific details in the search result
  23. 23. 22 49% 49 PERCENT OF VISITORS DO NOT BOTHER TO REFORMULATE THEIR SEARCH QUERIES AFTER THE FIRST FAILED RESULTS. Jakob Nielsen, 2011
  24. 24. 23 SEARCH SUCCESS  Each successive required search query will lose more visitors  Getting a first-time satisfactory search results in greater engagement GET IT RIGHT THE FIRST TIME First query 51% Second query 32% Third query 18%
  25. 25. 24 KEY CAPABILITIES TO GET RIGHT AUTO-SUGGEST 1. Recommend content that does exist in your website 2. Provides convenience SYNONYMS 1. Make smart substitutions AUTO-CORRECT 1. Fix misspellings on-the-fly 2. Avoid “No Results” PHRASE-BASED SEARCHES 1. Deliver relevant results around multi-word searches
  26. 26. 2525 1 2 3 4 5 6 USER EXPERIENCE BIOGRAPHIES SEARCH CLIENT ACQUISITION MICRO-SITES MOBILE CROSS- DEVICE
  27. 27. 26 80% 80 PERCENT OF EXECUTIVES AGED 50 OR BELOW WILL USE THE INTERNET DAILY TO SEEK BUSINESS INFORMATION (THAT FIGURE IS STILL OVER 60% FOR THOSE AGED OVER 50). Forbes, 2010
  28. 28. 27 2M 2 MILLION REGULAR READERS OF THE MCKINSEY QUARTERLY, OVER 40,000 FACEBOOK FANS, AND AROUND 40,000 FOLLOWERS ON TWITTER.SRC Associates, 2010
  29. 29. 28 YOUR WEBSITE IS THE IDEAL VEHICLE FOR THOUGHT LEADERSHIP MARKETING (TLM) TO DRIVE CLIENT ACQUISITION THROUGH ENGAGEMENT CLIENT ACQUISITION WEBSITE WHITE PAPERS WEBINARS EVENTS BLOGS FORUMS
  30. 30. 29 THOUGHT LEADERSHIP MARKETING (TLM) THE PRINCIPLE OF TLM IS SIMPLE ENOUGH: YOU GIVE AWAY A LITTLE VALUABLE INTELLECTUAL PROPERTY TO ESTABLISH YOUR POTENTIAL USEFULNESS TO THE CLIENT, IN THE EXPECTATION THAT THE CLIENT WILL USE YOUR EXPERTISE AND SERVICES ROLF JESTER, VP, GARTNER, 2010 SHOW THEM WHAT YOU KNOW
  31. 31. 30 MAKING TLM MATTER TO CLIENTS PROSPECTS WANT YOUR PERSPECTIVE, NOT YOUR SERVICE: THEY WANT TO “BUY INTO” YOUR APPROACH AND PERSPECTIVE TO SOLVING THEIR PROBLEMS Take a Stand: Develop a POV on a subject Tell Me Something I Don't Already Know: Make yourself valuable to your audience Be Vertically Famous: Be known for depth in a specialty What Does Your Competition Miss? Fill the gaps in their offerings and messages Develop Your "Voice": Consciously create a style and approach to your communication Tell a Story: Make it a long-term, engaging relationship—they want to come back
  32. 32. 31 TLM TO ENTICE AND ENGAGE TLM CONSIDERATIONS 1. Findability (SEO)— prospects use Google search to find solutions to problems  Use industry vernacular that people would use to describe their problem  Use tools like Google Insight and Trends to confirm your key word relevance to a market 2. Gate the content—require registration before access— they give to get 3. Follow-up with email to create a closed-loop marketing cycle—create
  33. 33. 3232 1 2 3 4 5 6 USER EXPERIENCE BIOGRAPHIES SEARCH CLIENT ACQUISITION MICRO-SITES MOBILE CROSS- DEVICE
  34. 34. 33 93% 93 PERCENT OF BUYING CYCLES START WITH ONLINE SEARCH (PERHAPS NOT QUITE WHAT YOUR FIRM EXPERIENCES—BUT THERE IS MOVEMENT THAT DIRECTION). Marketo, 2011
  35. 35. 34 SMALL BUT EFFECTIVE MICROS-SITES 1. Small task and message- focused websites 2. Landing pages (1-2 pages) support lead capture, typically from email or PPC campaigns 3. Larger micro-sites support branding and SEO campaigns with targeted messaging 4. Typically are stand-alone with their own URL
  36. 36. 35 HOW CAN ATTORNEYS USE THEM? THE ATTORNEY MICROSITE 1. Complements the main website biography 2. Provide greater detail about themselves personally, their matters and documents 3. Becomes blogging platform to communicate and interact with the public 4. Each attorney can personalize the experience
  37. 37. 36 HOW CAN PRACTICE USE THEM? THE PRACTICE MICROSITE 1. Deliver industry or problem- specific messages to a targeted audience 2. Build a following around the thought leadership first, firm brand second 3. Host a moderated forum to support the overall targeted discussion to establish credibility and trust 4. Develop deep SEO to drive acquisition in the target market
  38. 38. 37 CREATE UNIQUE CONTENT  Content duplication (copying) between the main website and the microsites will lower page rankings within Google for all sites  Inventory obsolete microsites to understand their content when compared to the main site—these forgotten sites can damage rankings KEEP IT FOCUSED, KEEP IT SIMPLE  Targeted content results in targeted visitors—maintain tight, guided editorial control to reach the right audience through search  Drive people to take action—register for an event, download a white paper or to call you to discuss their concerns KEY CONSIDERATIONS
  39. 39. 3838 1 2 3 4 5 6 USER EXPERIENCE BIOGRAPHIES SEARCH CLIENT ACQUISITION MICRO-SITES MOBILE
  40. 40. 39 100M THE NUMBER OF SMARTPHONE USERS EXCEEDS 100 MILLION WITHIN THE FIRST THREE MONTHS OF 2012. comScore, Inc. 2012
  41. 41. 40 24% WITH NEARLY ONE IN FOUR SMARTPHONE OWNERS (OR 24%) ALSO USING TABLETS DURING THE FIRST THREE MONTHS IN 2012. comScore, Inc. 2012
  42. 42. 41 MOBILE APPS FOR YOUR FIRM? DO LAW FIRMS “NEED AN APP FOR THAT”? 1. Apps are expensive: Must be written for iPhone, Droid, Blackberry 2. Apps are task-centric: Ideally suited for repetitive tasks people need to perform while mobile 3. Apps are hard to find: Apps must are only found in a market 4. Apps are cool: They position your firm as future facing
  43. 43. 42 IS BEING MOBILE-OPTIMIZED ENOUGH? FIRST, WHAT DO VISITORS REALLY WANT TO DO ON THEIR MOBILE DEVICE? 1. Address and map 2. Phone number 3. Partner name
  44. 44. 43 ADOPTING A MOBILE-FIRST STRATEGY A MOBILE-FIRST STRATEGY Think about your website as MOBILE site first—start with mobile as the premise for your site WHY MOBILE-FIRST? 1. Opportunity: A growing use of tablets and smartphones 2. Constraints: Screen size, Network speed, Modes of use 3. Capabilities: Location (GPS), Visual input, Gesturing “WE REALLY NEED TO SHIFT NOW TO START THINKING ABOUT BUILDING MOBILE FIRST. THIS IS AN EVEN BIGGER SHIFT THAN THE PC REVOLUTION.” Kevin Lynch, CTO Adobe “WE'RE JUST NOW STARTING TO THINK ABOUT MOBILE FIRST AND DESKTOP SECOND FOR A LOT OF OUR PRODUCTS.” Kate Aronowitz, Design Director Facebook
  45. 45. 44 GETTING TO A MOBILE-FIRST STRATEGY RESPONSIVE DESIGN 1. One website: Not a separate mobile and desktop site 2. HTML5 & CSS3: New technologies to create sites that respond to screen sizes and orientation 3. Future proofing: Do you know what is next?
  46. 46. 46 EXAMPLE: RESPONSIVE DESIGN
  47. 47. 47 EXAMPLE: BOSTON GLOBE
  48. 48. 48 19% WITH NEARLY ONE IN FIVE OF THE 2011 AMLAW LIST (OR 19%) HAVE MOBILE WEBSITES. AmLaw, 2011
  49. 49. 49 RESPONSIVE DESIGN: THORSTEINSSONS LLP
  50. 50. 50 CONNECT WITH US 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net

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