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!
Enter the password to open this PDF file:
File name:
-
File size:
-
Title:
-
Author:
-
Subject:
-
Keywords:
-
Creation Date:
-
Modification Date:
-
Creator:
-
PDF Producer:
-
PDF Version:
-
Page Count:
-
Preparing document for printing…
0%
Σχόλια 0
Συνδεθείτε για να κοινοποιήσετε σχόλιο