Law Firms Websites Profit or Cost?

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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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Law Firms Websites

Profit or Cost?

Hampshire Inc. Law Society


7 February 2006


David Gilroy

Introduction


What’s it for anyway?


How a website fits into your “systems”


Cross
-
selling via email marketing


Content management systems. Why are they
important?


Why is good content on your website so
important?


Search engine optimisation and marketing


How much did you make from your website
last year? How do you know?

Law Firms’ Systems

Website

CRM

PMS/DMS

Accounts

This is the
problem
area for
most firms

What can your site do?


New Business


The EasyJet effect


Search engines


Support the brand


Staff profiles


News and content


Online tools e.g.
conveyancing calculator



Client Service


Online case
management


Cross selling via email
newsletters


Added value content


PMS integration


Intranet integration


Online credit card
payments



20%




80%

Technology


Content Management System


User Registration


Email Marketing Engine


Links Directory


Audio Technology


Staff Directory


Conveyancing Calculator


Poll


Search Engine


Statistics


Legacy Giving Module


PI Wizard (coming)


PMS integration (coming)


Content


Why?


Helps with the easyJet Effect.


Shows that you are “up to date”.


Who?


In
-
house


Sub
-
contract


What?


Legal news


PR


Reference information


Newsletters


print v email

Print


Costly


You’re CRM can be a bit
hit and miss


Some clients still like
holding things in their
hand


Long lead time to
produce


Email


Cheap


Needs accurate CRM to
target clients


Do people really read
them? Do they open and
print or scan on
-
screen?


Quick to produce. Base it
on content already on the
website


Print v Email Cost Comparison

Cost Item
Print
Email
No of Clients
5,000
5,000
Buy In Newsletter
2,500
Buy in Content
350
Time to assemble (8 hours)
160
Contract out stuffing
500
Postage, envelope etc.
1,250
Total Cost Per Issue
4,250
510
Number of issues per year
3
3
Email Marketing Tool
1,200
Annual Total
12,750
2,730
Search Engines

Search Engine Marketing


Pay Per Click (PPC)


Pay Per Call (Touch)


Yell, Waterlow, Touch,
Law Society


Search Engine Optimisation


Optimising the content of
each page.


<title> field


Meta tags


Position of text on the page


Heading styles (H1, H2 etc)


Domain name


Number and quality of
inbound links


No “all Flash” sites

Yellow Pages v PPC

Annual
Cost

Leads
YTD

Billing YTD

Yellow Pages

£2,300

8

>£5,000

PPC

£1,032

10

>£10,000





Final Q&A

Fire away!