1. Online Marketing Masterclass

2. 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’?

3. 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

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

5. The multiscreen world

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

7. Responsive design

8. The world is still mobile mad
Find Phone 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

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

10. 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

11. Our device usage changes throughout the day

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

13. 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

14. ROI
With or without Andrea’s legendary dinners!

15. 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

16. 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

17. 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

18. Ruler Analytics

19. Taking CANDDi from a baby

20. Attribution modelling
Event
Website Visit s
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

21. Chat bots & AI

22. Be different, not better!

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