Steve Hennigs of SiteImprove lays out a big point when talking about how law firms should measure success on their websites: it’s different for everyone. In speaking with LXBN TV at the 2013 Legal Marketing Technology Conference West, he explains how he helps law firms identify theirs, and it starts with speaking internally about what the site is supposed to do and how people are being driven to the site.
While everyone’s quick to look for the next great social media tool—or will just even be quick to tell you advanced ways to use LinkedIn and what-have-you, the biggest first step is the most obvious: lawyer need to pay close attention to their online bios before doing anything else. Also, another tool that’s less thought of but is great for lawyers at or from big firms: alumni websites.
Lawyers are constantly trying to figure out where exactly lawyers go for their news—and they’re now more than ever looking to be one of those go-to sources. In speaking with LXBN TV at the 2013 Legal Marketing Technology Conference West, FlexTronics Director of Legal Operations Stephanie Corey explains where she goes for trustworthy legal insight.
Almost everything is “going social”—whether it’s tools and products you’d expect to be, or even ones you wouldn’t. The law firm intranet is definitely the former, and we’re starting to see law firms expectedly utilize more social tools for their lawyers. In speaking with LXBN TV at the 2013 Legal Marketing Technology Conference West, Baker & McKenzie‘s Stuart Kay explains what internal social tools his firm uses.
Really—how awful are attorneys’ bios on law firm websites? It’s likely one of the most viewed—of not the most—types of pages on a law firm website, and yet they all read almost the same. They blandly describe where the lawyer went to school, what industries he’s worked in and how long he’s been at this. So what should lawyers and law firms do instead? Much more storytelling.
In speaking on the 2013 Legal Marketing Technology Conference West’s in-house counsel panel, Adobe Chief Privacy Officer MeMe Jacobs Rasmussen made it clear alternative fee arrangements were not just a discount in legal fees. That isn’t the point: it’s about cost predictability—and it’s something that she has to have. She spoke with LXBN TV and explained.
When professionals talk about content marketing and how that applies to law firms, they’re often describing how that can help bring in new work. But what’s often lost in the conversation is how content can be used to effectively educating existing clients to create a stronger and more useful relationship between law firm and client.
The First Things to Look at in Evaluating a Law Firm Website for Search Engine Performance – Steve Hennigs
When evaluating technology tools, the context in which they’re being used must always be considered. It isn’t always about the code or the optimizing, but instead how that fits into the overall goal of the site. In speaking to LXBN TV at the 2013 Legal Marketing Technology Conference, SiteImprove‘s Steve Hennigs said the first thing he and his company look at in evaluating a site is its overall goal—the product.
Richard Hsu Explains His ‘HsuTube’ Series, in Which He and His 13-Year-Old Daughter Explain IP Issues
If there’s a more unique legal video content series out there than Richard Hsu‘s “HsuTube” series, I’d like to see it. In the series, the Shearman & Sterling Partner teams up with his 13-year-old daughter to quickly explain complex intellectual property issues in a visually-appealing way. In speaking with LXBN TV at the 2013 Legal Marketing Technology Conference West, Hsu explains the series and how it has set him apart.
Law Firms Are Commodities, and They Should Create a Content Culture to Set Themselves Apart – Scott Mozarsky
It’s an idea that’s become commonplace in the legal industry—that lawyers and law firms are commodotized. At this point, doing good work alone isn’t enough. Speakers at 2013′s Legal Marketing Technology Conference West discussed a number of different ways lawyers and law firms should set themselves apart. Scott Mozarsky, President at UBM Tech and formerly with PR Newswire, says firms should do it through content.