Online Marketing Masterclass

How are you presenting your brand online? The logos of the top 500 law firms Mapped on to the colours of the rainbow Lots of blue What colour should you be the ‘stand out’?

How are you presenting your people online? Most law firms having boring profile pages This is one of our latest Use imagery rather than words to communicate ‘who’ a person is Staff page views can be up to 40% of all website page views

What kind of website do you need? Lead Gen & CRO? Brand? CRO = Conversion Rate Optimisation

The multiscreen world

The multiscreen world Look at the middle block on the right Most people are still using desktop & mobile

Responsive design

The world is still mobile mad Find Phone Look @ You These are still the three things people do with their mobile device when looking at a law firm’s website In fact, for phone and find you they might not even visit your website as Google will give them a CALL and WEBSITE button

Make the joke about making sure you know how your site ‘responds’ when it’s being designed

Once installed, apps deliver huge % of mobile time How the hell do you develop an app sticky enough for a client to install? Employment law updates is just not going to cut it If you can get it installed then you are on to a winner

Our device usage changes throughout the day

Average mins by platform by age group No surprise, young people use mobile phones more

No more Google ads in right hand column Subtle change to a year ago A small yellow ‘ad’ marker Now it blends into the green website address Also, there are more Google Adwords extensions which makes the four paid ads even ‘deeper’ on the page, particularly when combined with the Map Pack

ROI With or without Andrea’s legendary dinners!

Benchmarking your website   Firm 1 Firm 2 Firm 3 Firm 4 Firm 5 Firm 6 Firm 7 Location South East North West South Coast / South East London East Midlands South West Turnover (£m) 16 18 21 13 12 11 Partners 27 26 40 30 45 20 25 Fee Earners 113 230 169 52 135 88 83 Sessions 8,544 70,846 8,364 3,668 10,205 5,504 17,298 Users 6,473 59,254 6,446 3,053 8,130 3,853 13,809 Page Views 25,699 146,291 29,678 11,358 30,229 23,271 37,797 Pages/Session 3.0 2.1 3.6 3.1 4.2 2.2 Av. Sess Duration 00:02:11 00:01:31 00:02:18 00:01:45 00:01:42 00:02:36 00:01:21 Bounce Rate 48.35% 67.82% 42.81% 52.21% 52.76% 44.11% 68.41% New Sessions 67.13% 78.18% 75.98% 69.40% 58.61% 73.25% Session per £m 534 3,936 398 282 486 459 1,573 Users per £m 405 3,292 307 235 387 321 1,255

Acquisition Costs Cost per New Client £136.91 Cost per Existing Client Matter £48.55 Cost per Prof. Referral £339.64 Cost per £ of Revenue £0.05

Website Visit Revenue per RWV Benchmark   Total Online Marketing Investment Visitors/ Sessions Clients with 'Internet' Source Fee Income Average Fees per client Average Revenue per Visitor 2013/14 20,000 100,000 1,000 £450,000 £450.00 £4.50 2014/15 30,000 121,000 1,500 £725,000 £483.33 £5.99

Ruler Analytics

Taking CANDDi from a baby

Attribution modelling Event Website Visit Emails Click Through Follow Up Phone Call Referral Client Applying rigour to the true ‘source’ of your new business It’s not just the ‘first touch’ or ‘last touch’ that matters Most PMSs will not allow this level of sophistication Most law firms, frankly, don’t need it The last 2 points mean they cant really achieve this or they don’t need it Need further info

Chat bots & AI

Be different, not better!

Learn… Remember… So, did you… …something you did not know …something you’ve forgotten (more than once)?