Robert Algeri, Partner, Great Jakes Marketing Company
Market forces, in conjunction with technological innovations, are about to spur significant transformation in practice area sections of law firm websites.
Practice area sections – long the neglected stepchildren of legal marketing – are going to become more focused, more information-rich and more dynamic. And, as a result, law firms will require better technology in order to build and manage the next-generation practice area sections.
The current state of practice areas: Typically, less than 10% of traffic to law firm websites visit the practice areas. Why? Because the content contained within is generally useless. These sections are almost always composed of generic-looking pages with long-winded narrative text that essentially says, “We do practically everything for practically everybody.” In the new business landscape, this approach won’t win new clients – and thus it is primed for change.
Robert Algeri will paint a picture of how the next-generation practice area will work online. he will cover:
•Positioning – Practice areas will increasingly find value from narrowing their market positioning. The “we do everything” message will fade away.
•Content Changes – In an effort to demonstrate market leadership in their niche, practice groups will create more content – and more rich media content like videos, podcasts and graphical presentations.
•Graphical Changes – Uninspiring, text-driven pages will become obsolete. The main pages of a practice area section will be much more dynamic – more like a website home page – featuring images, sidebars and teaser text.
•Functionality Changes – New CMS tools that can quickly deploy new pages that contain a wide range of new media, social media or custom content are now available to law firms. Robert will discuss how these tools will be used, customizations that firms will seek to have, and benefits gained from enhancements like the inclusion of social media.
•Advanced User Tracking – Tools under the banner of something called “marketing automation” will finally provide the actionable data marketing departments have been craving. These tech tools will allow firms to know exactly who is visiting which pages and to know when visitors come back. All of this will greatly enhance a practice area’s ability to engage users.