SMU Law School Marketing on the Internet
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1 SMU Law School Marketing on the Internet February 21, 2011 Deborah McMurray, CEO and Strategy Architect Content Pilot LLC Contentpilot.net Law Firm 4.0 Blog
2 Agenda Who is Content Pilot? Internet marketing in 2011 AmLaw 100 Web Sites 2010: The Ten Foundational Best Practices Research Manage your online reputation Questions as we go
3 Setting the Stage When you think of starting your careers in a year or two, what is the biggest opportunity that you see the Internet can bring you? What is your greatest fear when you think about the Internet and your career?
4 Content Pilot s Approach Strategy, branding and website experts We base web design decisions on the only website research based on objective criteria in the legal industry that we create and conduct We ve conducted more than 300 interviews with buyers of legal services we know what buyers are looking for from their law firms Ten+ years working with corporate counsel - Lexis Nexis Counsel to Counsel forums A reputation of unparalleled service and responsiveness
5 We Wrote the Books Two editions of the ABA s Lawyer s Guide to Marketing on the Internet, 2 nd and 3 rd editions Also, co-editor of the ABA s Lawyer s Guide to Marketing, 2 nd edition Two Guides to Legal Directories published by ELD International Numerous white papers, articles, speeches Law Firm 4.0 Blog
6 Representative Clients
7 Internet Marketing for Lawyers in 2011 What lawyers have at their disposal: ENTERPRISE Law firm Web site Directories: Martindale, Chambers, Best Lawyers, other LinkedIn and Facebook groups, other PERSONAL LinkedIn, Facebook, Twitter, Google Profile, other Blogs your own, comments on other blogs Martindale Connected, Martindale Community College/law school alumni sites
8 2010 Ten Foundational Best Practices The list: 1. Communicating your message 2. Graphics and design 3. Navigation 4. Lawyer biographies 5. Narrative content
9 2010 Ten Foundational Best Practices The list, continued: 6. Web site interactivity and outreach 7. Site search 8. Site optimization for online awareness 9. Firm citizenship 10. Site hygiene
10 Foundational Best Practice #1 Communicating your message Logo, firm name and strategy copy stand out Practice and industry focus is apparent Geographic reach is apparent (one office/40 offices) Contact info is clear and easy to find Site features (if consistent with strategy/brand): Links to foreign language translations Personalization if it supports strategy
11 Amlaw Foundational Best Practice #1 Avg. score of AmLaw Good
12 12 Foundational Best Practice #1
13 Foundational Best Practice #2 Graphics and Design Web site uses consistent graphics/colors/imagery that adhere to clearly established design style Typography is legible, uniform, Web compatible and complements the overall Web site design Layout is effective in its use of page real estate Site is compatible with mobile devices Site and page load times are minimal Site adapts to different screen resolutions Site is compatible with most popular browsers (IE, Firefox, Safari, AOL)
14 Amlaw Foundational Best Practice #2 Avg. score of AmLaw Excellent
15 Foundational Best Practice #2
16 Foundational Best Practice #3 Navigation Home/global navigation is obvious and allows visitors to find what they want in 1-2 clicks Global and local navigation styles are consistent visitors don t have to relearn navigation in different parts of the site Cross-linking promotes easy horizontal travel from one section of the site to another (bios to practices to articles to news, etc.) Logo on each interior page has a consistent location and anchors the site by linking back to the home page
17 Amlaw Foundational Best Practice #3 Avg. score of AmLaw Excellent
18 Foundational Best Practice #3
19 Lawyer biographies Foundational Best Practice #4 First 2-3 sentences of the bio are current, compelling and relevant to lawyer s practice (visitor and SEO benefit) Bio is SEO friendly (think how humans search for people) Current photos ones that show personality and support messaging Full contact info is easy to find and links to v-card Includes links to social media profiles and pages Bios list and link to practices/industries, articles/news/events Bios include deals/cases info that is the most relevant to the practice Bio design provides for listing most recent deals/cases, pubs and presentations, with a link to >>view all
20 Amlaw Foundational Best Practice #4 Avg. score of AmLaw Fair
21 Foundational Best Practice #4
22 Foundational Best Practice #4
23 Foundational Best Practice #4 Bio is SEO friendly Google search results
24 Foundational Best Practice #4 Create a bio portal or mini-site using tabs
25 Foundational Best Practice #5 Narrative Content PRACTICE AND INDUSTRY DESCRIPTIONS Visitor/client-focused content has consistent language use and is specific Content is organized intuitively, by services and expertise clients buy, not how the firm is organized Practices and industries are broken out separately. Add geographic regions as a third option Descriptions include specifics of deals/cases including client names or descriptions of clients Cross-linking to other sections of the site is maximized
26 Foundational Best Practice #5 Narrative Content, continued NEWS AND PUBLICATIONS Media contact is clear and easy to find throughout the site News/press pages are maximized for PR benefit and use by journalists Headline news populates the home page (SEO benefit) Sections include subscribe features for firm publications
27 Amlaw Foundational Best Practice #5 Avg. score of AmLaw Fair
28 Foundational Best Practice #5
29 Foundational Best Practice #5
30 Foundational Best Practice #6 Web site interactivity and outreach Client extranet is offered and accessible 40.1 RSS feeds throughout the site 38.7 Alumni center - 53 Newsletter and other info sign-up Links to firm/lawyer blogs on bio, practice and other relevant pages 34.7 Offers educational Webinars and podcasts 50.7 Effectively uses LinkedIn, Facebook or Twitter on careers or other pages 14.3 Effectively uses video to further key messaging 28.5
31 Amlaw Foundational Best Practice #6 Avg. score of AmLaw Poor (not apples to apples)
32 Foundational Best Practice #6
33 Website Interactivity and Outreach iphone apps 5-6 AmLaw 100 firms not foundational yet
34 Foundational Best Practice #7 Site search Site offers full-site keyword search and advanced search option throughout the site Advanced search enables visitors to narrow or refine the search in multiple ways Search results are clear and well organized Most relevant results appear first Annotated search results show the context of the search term Site offers multiple searches, including detailed lawyer search and news/publications/articles/events searches Separate experience/deals/cases search Law school alumni search in careers
35 Amlaw Foundational Best Practice #7 Avg. score of AmLaw Fair (added experience search)
36 Foundational Best Practice #7
37 Foundational Best Practice #8 Site optimization for online search Metatags, keywords, page title and meta descriptions are correctly used/placed Page titles are optimized Images have alt tags that provide alternative text when images can t be displayed What is the site s online awareness comparative analysis of: Google PageRank Number of pages indexed by Google Link popularity
38 Amlaw Foundational Best Practice #8 Avg. score of AmLaw Fair
39 Foundational Best Practice #9 Firm citizenship Site has a statement of core values Site illustrates firm s commitment to sustainability Site illustrates firm s commitment to diversity Charitable and civic commitment is described and evident Pro bono commitment is described in detail, highlighting stories and specific matters
40 Amlaw Foundational Best Practice #9 Avg. score of AmLaw Fair
41 Foundational Best Practice #10 Site hygiene Includes up-to-date copyright No error pages are found No broken links or images appear during a spot check Pages print and easily Most pages include dynamic print to PDF option Copy and content have been checked for spelling and grammar
42 Amlaw Foundational Best Practice #10 Avg. score of AmLaw Good
43 Avg. score of AmLaw Fair 2010 Amlaw 100 TOTAL
44 2010 Amlaw 100 Top 25 Excellent Good Fair Poor Unacceptable 0-25
45 Manage your Online Reputation What is out there about you? Search monthly for your name in the top search engines and review the search results Also Greedy Associates
46 Listings / Profiles Martindale.com Manage your Online Reputation
47 Listings / Profiles Manage your Online Reputation Create a Google Profile
48 Listings / Profiles Manage your Online Reputation Create a LinkedIn Profile
49 Listings / Profiles Manage your Online Reputation Take a critical look at your Facebook Profile
50 Listings / Profiles Manage your Online Reputation Take a critical look at your various profiles
51 Manage your Online Reputation Know that anything you post on Facebook, MySpace, LinkedIn, blogs and other social network sites... can be found It is being used in court cases, is being used by HR and recruiting departments Florida rules: Lawyers and judges can t friend each other (perceived conflicts of interest) and lawyers have to be careful about friending lawyers who could be opposing counsel. Must be clear that any friending doesn t constitute an attorney-client relationship
52 Manage your Online Reputation Florida Law professor notes that law students can t fathom that their private lives online could affect their careers such as whether they are admitted to the Florida Bar Bar reviews personal sites as part of a character evaluation Reaction: It s not fair, it s not like I put a billboard up in Times Square! No it s exposing yourself in millions of homes 24/7 there is an open door to your private life Use discretion
53 Additional Questions? Q&A
54 Thank you! Deborah McMurray / Law Firm 4.0 Blog! SMU Law School Law Practice Management
2010 AmLaw 100 Websites: Ten Foundational Best Practices Research Results. LMA Dallas City Group 02.17.11 Deborah McMurray Content Pilot LLC
2010 AmLaw 100 Websites: Ten Foundational Best Practices Research Results LMA Dallas City Group 02.17.11 Deborah McMurray Content Pilot LLC Why Foundational Best Practices? Launched Amlaw 100 research
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