When I joined Legal Internet Solutions Incorporated as Director of Business Development in late June of this year, I was a bit of a novice to the world of search engine optimization, which is one of LISI’s key strengths. Sure, I knew of terms like “SEO” and had attended seminars at the legal-marketing events throughout the years. But I didn’t truly know or appreciate what went into making one site rank better than another in the search engine results pages. Frankly, I didn’t give it much thought—I just used search engines to find information.
Digital marketing is any online channel used to market a good or service. In today’s world, digitally mature companies with a strategy are eight times more likely to gain market share. This is apparent in the meteoric rise in the number of marketing hires of the past five years, and the requirement of more than half of those hires that they have some sort of digital experience. However, 45% of companies surveyed in a Smart Insights poll admitted they don’t have a digital marketing strategy. These figures aren’t specific to legal marketing, but they portend an even wider divide for legal marketers and their trusted service partners.
How a law firm’s website appears on mobile devices is as important—and arguably more important—than how the website looks on desktop computers. The share of website traffic going through mobile devices has grown substantially since the iPhone’s debut in 2007. In the United States, the share of traffic to websites (excluding tablets) topped 40.61 percent in the first quarter of 2019, trending upward from previous quarters. With this in mind, one of our longest-tenured clients and we partnered to build the firm’s new website with a mobile-first mindset, and the results were award-winning.
Like the dust on my sills and the flannel linens that are swapped for Martha Stewart’s crisp cotton ones, your law firm’s website should have a spring cleaning as well. You could work on these tasks any time of year, and spring is the perfect time because the winter holidays are behind you and you have some can-do momentum still pulsing before the summer hits. If you need buy-in or approvals from partners, they are not yet out on vacations or at the beach. My advice is to simply begin. This 15-step list will help you get started.
Have you noticed people are increasingly finding a deeper appreciation for craftsmanship, quality, and the unique? We are witnessing a revival in all things artisanal – from craft microbreweries to handmade soaps, cheeses, and leather shoes. The word “artisan” evokes a simpler time when people took pride in their craft. Today, the draw for real artisanal products is born out of a movement deriding mass-produced goods linked to big corporations. But true artisans have the passion and commitment for finding the right tools, selecting only the finest materials, and infusing everything produced with the energy and authenticity of a superior, hand-crafted product.
The practice of law is both a profession and a business. This is hardly a surprising revelation, but many of us who went to law school and have been admitted to the bar tend to focus on the more high-minded ideal of operating in a profession rather than the less-rarified world of being in business. A business person, after all, deals with unpleasant matters such as profit and loss, management of people, and (horrifyingly!) marketing and sales.