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Law Firm Websites in 2018: Bottlenecks & Recommendations

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The legal industry is facing significant headwinds due to flat growth, increased competition, and increased client demands. In order to compete in a crowded marketplace, firms must evolve and differentiate themselves to win new business and grow

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Law Firm Websites in 2018: Bottlenecks & Recommendations

  1. 1. Law Firm Websites in 2018: Bottlenecks & Recommendations
  2. 2. Shad Alam, Senior Consultant, Digital Solutions Shad Alam, Senior Consultant, Digital Solutions Shad is an avid digital technology enthusiast and a senior consultant at edynamic who works with marketers in professional service firms, especially law firms, helping them realize the true potential of their digital technology investments and deliver great customer experience. About your host
  3. 3. Increased competition Flat Growth Increased Demand The legal industry is facing significant headwinds Fee Pressure Diminished career opportunities
  4. 4. 1 LACK OF DIFFERENTIATION TheBottlenecksPlaguingLawFirmWebsites 5 MOBILE RESPONSIVE NOT STANDARD 2 ONE SIZE FITS ALL APPROACH 6 LACK OF MEASUREMENT 3 POOR CONTENT MARKETING SILOED MARKETING TECHNOLOGY 4
  5. 5. 1 LACK OF DIFFERENTIATION TheBottlenecksPlaguingLawFirmWebsites 5 MOBILE RESPONSIVE NOT STANDARD 2 ONE SIZE FITS ALL APPROACH 6 LACK OF MEASUREMENT 3 POOR CONTENT MARKETING SILOED MARKETING TECHNOLOGY 4
  6. 6. Most law firm websites live in a ‘sea of sameness’, where their positioning are not differentiated and their websites are mere online brochures. Sea of Sameness Sample Content from Am Law 100 firm websites overview section
  7. 7. 1 LACK OF DIFFERENTIATION TheBottlenecksPlaguingLawFirmWebsites 5 MOBILE RESPONSIVE NOT STANDARD 2 ONE SIZE FITS ALL APPROACH 6 LACK OF MEASUREMENT 3 POOR CONTENT MARKETING SILOED MARKETING TECHNOLOGY 4
  8. 8. ONE SIZE DOES NOT FIT ALL
  9. 9. 1 LACK OF DIFFERENTIATION TheBottlenecksPlaguingLawFirmWebsites 5 MOBILE RESPONSIVE NOT STANDARD 2 ONE SIZE FITS ALL APPROACH 6 LACK OF MEASUREMENT 3 POOR CONTENT MARKETING SILOED MARKETING TECHNOLOGY 4
  10. 10. Law firm websites offer little value Poor content presentation Ill-prioritized content Poor Content Marketing
  11. 11. 1 LACK OF DIFFERENTIATION TheBottlenecksPlaguingLawFirmWebsites 5 MOBILE RESPONSIVE NOT STANDARD 2 ONE SIZE FITS ALL APPROACH 6 LACK OF MEASUREMENT 3 POOR CONTENT MARKETING SILOED MARKETING TECHNOLOGY 4
  12. 12. Consider these - 92% American adults own a mobile phone. 68% American adults own a smartphone. 63% mobile phone owners use their phones to access the Internet. 34% mobile Internet users who go online mostly use their phones. Mobile-first Experiences Not Industry Standard Yet Mobile traffic exceeds 50% of total traffic coming to firms’ websites
  13. 13. 1 LACK OF DIFFERENTIATION TheBottlenecksPlaguingLawFirmWebsites 4 2 ONE SIZE FITS ALL APPROACH 5 MOBILE RESPONSIVE NOT STANDARD 3 POOR CONTENT MARKETING 6 LACK OF MEASUREMENT SILOED MARKETING TECHNOLOGY
  14. 14. Lack of Measurement Firms measure vanity metrics Lack of client profiling
  15. 15. 1 LACK OF DIFFERENTIATION TheBottlenecksPlaguingLawFirmWebsites 5 MOBILE RESPONSIVE NOT STANDARD 2 ONE SIZE FITS ALL APPROACH 6 LACK OF MEASUREMENT 3 POOR CONTENT MARKETING SILOED MARKETING TECHNOLOGY 4
  16. 16. Siloed Marketing Technology Lack of sync between marketing platforms hinders the ability to deliver contextual experiences on the website
  17. 17. Firms need to ascend the digital marketing maturity curve to drive Client Engagement IT Led • Brochure-ware • Webmaster bottleneck DigitalClientEngagementMarketingDrivenInformational Marketing • Sprayandpray • Staticcontent • Marketing-driven • Interactive • Someintelligence • Disconnectedassets • Functionalfocus • ThoughtLeadership Driven • Personaland Contextual • Social • Multi-device Experiences • Predictive1to1 Marketing • Measurement • FocusonROI 2005-2015 2016+1995-2005 1 2 3 Legal marketing must move up the Maturity Curve Evolution of client engagement in law firms
  18. 18. You need to start by asking the following questions ○ What is our firms business strategy? ○ How will the website support the most pressing issues of our firm’s business strategy? ○ What are the top pain points that our clients face? And what do they look for? ○ What resources do we currently have to support our goals? Socialand Community Website Email Marketing Mobile Have you solved similar problems?
  19. 19. What should your website do for you? ○ Position your brand ○ Build and strengthen digital relationships for the firm ○ Generate demand ○ Recruit great talent
  20. 20. Legal Website Best Practices
  21. 21. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 BLOGS AND THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  22. 22. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 BLOGS AND THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  23. 23. Focus on the client journey Buying - selling process for law firms
  24. 24. Segment and target content to buying lifecycle Identify content that address customer expectations. Consider buying cycle, segmentation, pain points and motivators Understand your Buying Cycle Segment your audience Map the Messages Implement the Platforms
  25. 25. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 BLOGS AND THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  26. 26. The design of your website reflects the story of your firm in context of your brand ○ Your values ○ What you stand for ○ How you service clients Tell your story by design
  27. 27. Some of the key elements that can help enhance bio pages on your site include ○ Start with an impressive image ○ Get the right message across ○ Avoid too much content Enhance the bio pages One of the most important sections on a law firm website is the one with attorney bios because 56% of the website traffic goes to the attorney bio pages (The Great Jakes Blog)
  28. 28. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 BLOGS AND THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  29. 29. With the growing number of media sources and people accessing websites on the move, it's crucial to provide brand consistency across all devices irrespective of the channel of consumption Mobile is a must Sample responsive site view
  30. 30. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 BLOGS AND THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  31. 31. “Engaging content addresses the most pressing business and industry pain points that clients face today.” Content that Engages
  32. 32. Approach to presenting engaging content: ○ Highly structured, layered content ○ Summarized abstracts and key takeaways ○ Less is more ○ New content formats Content that Engages Accenture’s website provides only useful content that is easy to scan
  33. 33. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 BLOGS AND THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  34. 34. Top content goals for law firms include: ○ Advancing thought leadership (91%) ○ Increasing brand awareness (84%) ○ Increasing attorney awareness/raising profiles (84%) ○ Expanding client relationships (77%) ○ Securing additional exposure opportunities such as speaking engagements, publishing (75%) From the 2014 State of Digital & Content Marketing Survey (Greentarget, ALM, and Zeughauser Group Content fuels experience B2B Content Marketing Trends – North America. - Content Marketing Institute/ Marketing Profs
  35. 35. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 BLOGS AND THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  36. 36. “Get your content ready to go anywhere because it’s going to go everywhere.” - Brad Frost digital strategist and mobile-first evangelist COPE Create Once Publish Everywhere
  37. 37. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZE 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  38. 38. 0“Conversations are happening whether you are there or not.” - Kim Garst, Social Media Pro and Twitter Expert Thought Leadership
  39. 39. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  40. 40. “75% customers get frustrated with websites when the content has nothing to do with their interest” - Janrain Personalization
  41. 41. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  42. 42. “If I am selling to you, I speak your language. If I am buying, dann müssen sie Deutsch sprechen.” - Willy Brandt, Former German Chancellor Internationalization
  43. 43. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  44. 44. Site Search Source: NINE STATS
  45. 45. Site Search
  46. 46. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  47. 47. Resource Center Kroll intelligence center example A resource center houses a firm’s thought leadership assets and provides a one- stop-shop destination for clients to find relevant insights, including blogs, videos, whitepapers and client memos
  48. 48. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  49. 49. Website Subscription McKinsey’s resource center provides access to thought leadership and encourages users to subscribe
  50. 50. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  51. 51. Demand Generation Website visitors don’t know much about your firm and may have different questions at different stages.
  52. 52. 1 FOCUS ON THE CLIENT JOURNEY OurrecommendationsforLawFirmWebsites 8 PERSONALIZATION 2 TELL YOUR STORY BY DESIGN 9 INTERNATIONALIZATION 3 MOBILE IS A MUST 10 SITE SEARCH 4 CONTENT THAT ENGAGES 11 RESOURCE CENTER 5 CONTENT FUELS EXPERIENCE 12 WEBSITE SUBSCRIPTION 6 CREATE ONE PUBLISH EVERYWHERE (COPE) 13 DEMAND GENERATION 7 THOUGHT LEADERSHIP 14 MEASURE ENGAGEMENT
  53. 53. Measure Engagement Website visitors don’t know much about your firm and may have different questions at different stages.
  54. 54. Measure Engagement – Scoring Model
  55. 55. www.edynamic.net twitter.com/edynamic contact@edynamic.net youtube.com/1999dynamic 1-877-339-6264 facebook.com/edynamic.net Connect with us

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