This document outlines Insivia's seminar on strategies for law firm websites. It discusses objectives of validation, thought leadership, and lead generation. It provides examples of effective law firm websites and trends, including interactive directories, cross-connected content, responsive design, and measurement. Key takeaways are to get strategic, use visuals and messaging, that law firms can generate leads, and to measure and interpret analytics data.

1. BE THERE OR BE
SQUAREJuly 8th, 2015
Search Optimization Redefined:
First Page Means BIG Business.
August 13th, 2015
Social Media:
The Steps to Success
Full schedule at www.insivia.com/seminar

2. Andy Halko
@andyhalko
Insivia
@insivia
LAW FIRM
WEBSITES
WHAT WORKS &
WHAT DOESN’T

3. THINK SMART.
ACT BOLD.
CREATE
STRATEGIES
AUDITS
CONSUMER RESEARCH
PERSONA DEVELOPMENT
POSITIONING
CHANNEL PLANNING
STRATEGIC PLANS
SALES PROCESS MAPPING
MESSAGE DEVELOPMENT
REACH
PROSPECTS
SEARCH OPTIMIZATION
PPC / ADVERTISING
CONTENT MARKETING
SOCIAL MEDIA
E-MAIL MARKETING
MARKETING AUTOMATION
DIRECT MAIL
PUBLIC RELATIONS
CONVERT
LEADS
WEB DESIGN
MOBILE APPS
INTERACTIVE EXPERIENCES
WEB APPS / TOOLS
VIDEO
MOTION GRAPHICS
MICROSITES
A/B TESTING
CLOSE
SALES
E-COMMERCE
PRODUCT CONFIGURATORS
ONLINE ESTIMATORS
PRESENTATIONS
SALES COLLATERAL
AUGMENTED REALITY
ONLINE PROPOSALS
CRM

4. VALIDATION
THOUGHT LEADERSHIP
LEAD GENERATION
PRIMARY GOALS
FOR LAW FIRM WEBSITES

5. INSIVIA
REVENUE MAPPING

6. OUR GOAL IS
REVENUE

7. TARGETING
DRIVES
SUCCESS

8. THE SINGLE BIGGEST
PROBLEM IN COMMUNICATION
IS THE ILLUSION
THAT IT HAS
TAKEN PLACE
GEORGE BERNARD SHAW

9. BE STRATEGIC

10. OBJECTIVE 1: VALIDATION
ARE YOU WHAT YOU
SAY YOU ARE?

11. VISITORS FORM AN OPINION
IN LESS THAN 3 SECONDS.

13. FIND YOUR
BLUE OCEAN

14. OBJECTIVE 2: THOUGHT LEADERSHIP
CREATE VALUE
TO WIN

15. VALUE IS KING
Help me solve a problem
Teach me something new
Tell me a story
Show me something I’ve never seen before
Make me laugh, or cry, or cheer

16. CONTENT
VALUABLE
UNIQUE
RELEVANT
SEARCH
INBOUND LINKS
SOCIAL SHARES
PHRASE FOCUSED
SOCIAL
POSTS
SHARES
VIRAL
E-MAIL
CONTENT
SEGMENTS
AUTOMATION
CONTENT
SEGMENTS
PROFILES
PPC
LANDING
PAGES
SALES
FOLLOW UPS
TRADITIONAL
TRADE SHOW
DIRECT MAIL
WORKSHOPS

18. Know What Matters

19. RETENTION, REFERRALS +
CLIENT GROWTH
TEACH SOMETHING NEW
THANK FOR BUSINESS
EXPLAIN NEW SERVICES
ASK FOR REFERRALS
CONNECT WITH OTHERS
SPARK A CONVERSATION
ESTABLISH EXPERTISE

20. OBJECTIVE 3: LEAD GENERATION
YES, IT IS
POSSIBLE

21. INSIVIA
REVENUE MAPPING

22. AWARENESS + TRAFFIC

23. ENGAGE + CONVERT
www.insivia.com/budget-calculator/

24. NURTURE
Check out our Case Study on Mid Market
EMAIL 1
2 Days later
EMAIL 2
10 Days later
EMAIL 3
30 Days later
Join our Webinar on 2014 Tax Insights
Schedule A Mid-Market Tax Specialist

25. CLOSE

26. TRENDS
WHAT SHOULD YOU
BE DOING NOW?

27. INTERACTIVE DIRECTORIES
www.westonhurd.com

28. CROSS CONNECTED CONTENT
www.calfee.com

29. PRIMARY SITE
MANUFACTURING
CAREERS
PATENTS
MICROSITES
Focused sites for
More impact.
PRODUCT
SERVICE
VERTICAL
AUDIENCE

30. RESPONSIVE + VISUAL
www.mdllp.net

31. MEASUREMENT
GOALS WITHOUT ACOUNTABILITY
ARE NOT GOALS

32. GOOGLE ANALYTICS
TONS AND TONS OF DATA

33. WHAT MATTERS
TOTAL VISITS
BOUNCE RATE
SOURCES
GOAL CONVERSION
SHARES

34. INTERPRET
DO NOT RELY ON SINGLE
POINTS OF DATA.
ANALYZE LONG-TERM
COMBINE DISCOVERIES
ALWAYS BE TESTING

35. TAKEAWAYS
GET STRATEGIC
VISUALS & MESSAGE ARE HUGE
LAW FIRMS CAN GET LEADS
MEASURE & INTERPRET

36. Where can I go from here?
• Website Audit
• Strategic Consulting
• Custom Workshop
• Classes
GOT QUESTIONS?
Check out information on
Future seminars or access
slides from past ones at
insivia.com/seminar