Tuesday, November 20, 2012
That's according to a recent LexisNexis/Martindale-Hubbell survey of 209 law firms from around the globe (excluding U.S. firms) reflecting a cross-section of small, medium and large shops. One of the take-aways being that individual lawyer bios are one of the best, most effective online marketing tools meaning that those bios need to be dressed to impress.
Based on initial qualitative interviews conducted in April 2012 and an online, quantitative survey in July, the study "The Use of Websites in Law Firm Marketing" reflects the views of 209 law firms across six world regions (excluding the United States). Amongst all participants, offline tactics currently account for just over two-thirds of all marketing spend, compared to 38% for online - though many respondents expect this to change in the future as online methods become more widely adopted in their marketing programs.
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Firms that responded to the survey perceive their website to be 'very effective' (34%) in helping to build their reputation and awareness of their brand. A disparity, however, lies in the role that their websites play to help generate new work. Here respondents are seemingly more ambivalent, with more than one third (36%) feeling that their website fails to sufficiently support lead generation - though this view was more prevalent among respondents from smaller law practices and firms that had not revamped their website for more than three years. On average, all firms surveyed tended to run their websites for two to three years before considering a re-design.
A quarter of all respondents report taking a formal approach to managing content on their website, with 25% (small, medium and large firms) using a content calendar to schedule regular updates, whilst the majority (66%) have yet to put this structure in place. When asked about the most popular content on their website, lawyer biographies are the most visited pages (85% of respondents), followed by information about practice area/sector expertise (52%) and thought leadership articles, case histories, etc. (50%).
The popularity of such content helps to explain why respondents also ranked online legal directories (61% 'very' and 'somewhat' effective) as the third most effective lead generation tactic, behind their website (74%) and Search Engine Optimisation (SEO, 62%). Adding relevant content about their lawyers, market expertise and thought leadership to online directories provides firms with further SEO benefits beyond their own website and helps to surface their content to a wider online audience to help prove credibility and generate new leads.
Continue reading here.
Hat tip to the Lawyerist blog.