The Use of Websites in Law Firm Marketing

Transcription

1 The Use of Websites in Law Firm Marketing Overview of Findings November, 2013 Carol Kheddouma International Business Development Manager

2 Agenda Methodology Key Findings Conclusions Research rationale and objectives Methodology Development & content management Measuring effectiveness Key takeaways 1

3 Research approach Understand perceptions of online marketing amongst corporate (business-tobusiness) law firms. How are law firms using their websites? Approach to website development and maintenance Approach to tracking engagement and return Priorities for future development Structured in 2 stages 25 qualitative interviews Online survey (anonymous) amongst 184 private practice law firms across the globe Undertaken in association with Purple Market Research 2

4 Takeaways and issues Key online resource? Does your firm consider investment in your website to be continual or one-off? Content management and ROI How do you monitor the effectiveness and ROI of content to help determine future online strategy? Lead generation How can you use your website and other content online to generate new leads for your firm? 3

5 Location of respondents Western Europe 33% U.S Canada 18% Western Europe 33% Eastern Europe 13% Latin America North America - Canada 20% 18% Latin America 20% Eatern Europe Asia Pacific 8% 13% Africa 5% Middle East 3% Base all respondents 184 4

6 Respondents by role type Director of Marketing/BD 31% Marketing Manager 19% Partner 14% Managing Partner 13% Other 9% Marketing Executive/Coordinator 9% Associate/Lawyer 4% IT Manager 1% Marketing Partner 1% Base all respondents 183 5

7 Respondents by size of department 1-20 lawyers 32% Lawyers 16% Lawyers 17% More than 100 Lawyers 35% Base all respondents 183 6

8 Marketing budget expenditure overall and website related Size of law firm Budget expenditure (U.S.$) Small firms (1-20 lawyers) Medium sized firms (21-50 lawyers) Larger firms (51+ lawyers) Overall marketing budget (per annum) Up to $155,000 Up to $775,000 Up to $1.5 million (lower end) Up to $7.5 million (higher end) Website development budget (involving a major revamp) Up to $15,500 Up to $31,000 In excess of $46,500 Ongoing external website support budget (per annum) Up to $1,550 Up to $7,750 Up to $15,500 7

9 Length of time since the last website revamp Less than 1 year 38% 2-3 years 38% 4-5 years 11% More than 5 years 7% Our Website is continually developed 5% Base all respondents 177 8

10 Content management Frequency of update Responsibility for updating No set intervals/ When needed 31% Marketing department Website Manager 75% Daily 24% Individual Lawyers 27% Weekly 23% Marketing Partner 11% External Agency 6% Monthly 14% Don't Know 1% Quarterly 5% Annually 3% Not Sure 1% Base all respondents 178 Base all respondents 170 Total exceeds 100% as more than one response could be chosen 9

11 Usage of analytics software to track website activity 71% Yes 24% no 5% Not Sure Base all respondents

12 Usage of data obtained via analytics Used a little 43% Used somewhat extensively 39% Used very extensively 11% Used not at all 7% Base all respondents

13 Popular web statistics and popular content Top 5 website statistics monitored Most popular website content Number of visits 93% Lawyer biographies/profiles 85% Average time per visit 81% Practice area/market sector/ expertise/information 52% Most popular pages (content) 80% Articles/newsletters/white papers/reports/case studies 50% Number of unique visits 79% General information about firm history 31% Georaphic location of visitors 75% other 12% Base all respondents 122 Total exceeds 100% as more than one response could be chosen Base all respondents 174 Total exceeds 100% as more than one response could be chosen 12

14 Website effectiveness in winning new business, client retention and brand building Build brand awareness and reputation Retain existing business clients Lead generation/win new business clients 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very Effective Somewhat effective Not very Effective Not at all effective Not applicable Base all respondents

15 Effectiveness of online activities in lead generation Your firm's website SEO Online legal directories/ third party content sites marketing Social media Webinars/Online seminars Blogs Search engine marketing Banner adverts 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very Effective Somewhat effective Not very Effective Not at all effective Not applicable 14

16 Conclusions Online investment in web content is a key tactic Firms of all sizes are prioritizing their budget online 34% of respondents feel their website is predominantly effective in building their reputation and brand awareness Most firms are focusing on adding new content to their site and making it easy to navigate Secondary focus on SEO to support lead generation. Reflects the view that 36% believe their website fails to sufficiently support direct lead generation 15

17 Conclusions Lawyer biographies remain the most popular content on law firm websites Lawyer biographies remain the most popular destination pages on firms websites Next popular content = Information about practice area/sector expertise, thought leadership articles and case histories Online legal directories ranked as the third most effective lead generation tactic (61% very and somewhat effective) Complementing the firm s website (74%) and SEO (62%) efforts top aid lead generation 16

18 Conclusions Few currently monitor effectiveness 71% of firms track content... Only 11% use available reporting tools to analyse data and report upwards to the Partnership/Board Better usage of available data will help to measure and improve the performance of their online investment and better judge what s most effective to help meet stated business objectives 17

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20 Any questions? Questions and Answer Session 19