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Archive for the ‘Legal Marketing’ Columns

Tips & Myths of Web Usability

What makes a website a great experience from an end user’s perspective? This topic was recently discussed at a meeting of legal knowledge managers in Toronto where Kerri McKenna from imason and Heather Ritchie from McCarthy Tétrault shared some excellent tips and challenged some myths. Most of the tips are common sense, with the key to web usability being consistency – within the site itself and with web design standards and conventions.

One of the best tips is to maximize the use of white space between paragraphs and in the left and right margins which makes the site easier to . . . [more]

Posted in: Legal Marketing

The Client Experience

Three simple words that just might be the single most important concept to getting, keeping and strengthening your business relationships. Often, however, living the client experience is one of those things that we talk about much more than we do.

Let’s first consider how hard it is to get a new client; wouldn’t we be better off spending some of that effort on holding onto the clients we already have? By taking the time to get to know our clients and their businesses?

All customers want to believe they are cared about and that their best interests are at the . . . [more]

Posted in: Legal Marketing

Are We Big Enough to Need a Marketing Department?

The title, “Are We Big Enough to Need a Marketing Department?,” is a question I’m often asked by smaller and mid-sized firms. Larger firms will ask, “How many people do we need in our marketing department?” Neither is the right question to be asking.

The “right answer” to your marketing staffing needs is in fact two more questions: what do you want to achieve and how quickly do you want to see results? 

If you’re a large, recently merged firm that needs to promote its new name widely and quickly, you need a lot of creative horsepower—for a short period . . . [more]

Posted in: Legal Marketing

Make Marketing a Habit

Running a business (and make no mistake, a law practice is a business) is a marathon, rather than a sprint. That is especially true when it comes to marketing. I see many lawyers who make the mistake of giving up too easily because they don’t see immediate results from their efforts. 

Marketing is about building relationships. In the same way that you can’t expect to have immediate results when you enter the dating pool, you can’t expect to have immediate results with marketing. It takes time to get known within the community where your target market ‘hangs out’ and to . . . [more]

Posted in: Legal Marketing

Do Political Donations Still Make Sense for Law Firms?

Earlier this month, British Columbia residents witnessed political awkwardness at a level unusual even by West Coast standards when a special prosecutor cleared B.C. Solicitor General Kash Heed of wrongdoing in a criminal investigation. Mr. Heed was re-appointed to cabinet later that day, only to re-resign the next morning after the special prosecutor stepped down as a result of his law firm’s $1,000 contribution to the Heed campaign shortly before the last provincial election.

The special prosecutor has stated that he was aware of his law firm’s donation early on. However, he did not consider it an apparent or perceived . . . [more]

Posted in: Legal Marketing

Geotargeting: A Must-Know Concept for Those Marketing Outside Canada 

As noted in my last Web Law Connected column, the topic I want to address this month is geotargeting within Google’s search results. While I expect some of you would prefer to watch paint dry over reading further, I’m asking you – as a Canadian – to explore this subject. The reason? If you publish a website (or expect to the future) and want that website to be visible within the search results to US audiences – then you are facing a substantial and little understood obstacle. This is an important topic.

What is geotargeting?

Geotargeting is Google’s way of . . . [more]

Posted in: Legal Marketing

Domain Name Issues for Law Firms

These days, it’s a given that within its collection of web properties, a law firm must have its own website. Every year, the legal industry spends a pretty penny hiring consultants, designers and copywriters to produce a website that will serve as the firm’s online headquarters. 

Much attention is given (at least we hope it is…) to the aesthetics: colour and font choices, graphical images, photos, etc. And if the firm is smart, the actual content of the website is given just as much consideration. But what about the site’s most basic, fundamental element: the domain name? How much thought . . . [more]

Posted in: Legal Marketing

Web Law Predictions for 2010

At the end of each year, I try to find some time to consider growing trends and how each might play out the following year. I’m just beginning that process now, and honestly, I’m not even close to a complete list. For those items I do have, however, I thought it might be interesting to present them in the form of predictions. And then with any luck, others here at Slaw might consider adding an item or two of their own!

So here we go:

More Social in our Enterprise Software: We know some of these features are in . . . [more]

Posted in: Legal Marketing

Social Media & Business Productivity

The lines in the sand seem firmly drawn when it comes to social media blocking. Some firms have taken the view that accessing websites such as Facebook during work hours is an attack on business productivity, and have locked down access. Detractors identify the fact that any personal smart phone can access these sites, and that blocking is not only ineffective, but is taking young lawyers ‘off-grid’ and restricting their ability to communicate with peers and business contacts.

So who’s right? Unfortunately, the answer may be everyone.

The Case for Lockdown

Let’s start this piece by facing facts. Having worked . . . [more]

Posted in: Legal Marketing

Law Firm Landing Pages

Once you remove content publishing from the equation, there are typically four major entry points into law firm websites: the homepage, practice pages, lawyer profiles and regional office pages. For this month’s web law connected column, I thought it might be interesting to offer comments on each of these pages, and issues I’ve seen from a search marketing perspective.

The law firm homepage: The firm homepage is obviously the most important entry point for a firm website and can often be a prime battleground when stakeholders are trying to ensure the strongest aspects of the firm are reflected in . . . [more]

Posted in: Legal Marketing

Own Your Content, but Distribute Widely

One of my routine considerations, is the amount of time I invest in websites that I own, versus the amount of time I invest in the websites of others.

In many cases, that boils down to the value of domain ownership – websites, blogs, and so forth. Sites where there is little question to who benefits, and if you do good things, the asset grows in value. I still believe in these types of websites. In my own little Maslow pyramid, they set the foundation and I see little value in pushing ahead without them.

But the question then becomes, . . . [more]

Posted in: Legal Marketing

Lawyer Twitter Practices: 29 Do’s and Don’ts

Twitter is undeniably the social media darling of 2009. From celebrity stalking to Oprah coverage, the monopoly of micro-blogging is now pushing 10 million active users. The legal profession is equally aboard this bandwagon, with adoption numbers rising fast. Where tools such as LinkedIn and Facebook have traditionally helped to create value from existing relationships, Twitter is fast gaining its reputation as a tool to help generate new relationships. 

So Twitter gets your foot in the door? A great tool for business development, right? Unfortunately, the answer to that question is a very lawyeresque ‘it depends’. While deriving business value . . . [more]

Posted in: Legal Marketing