Legal Marketers: Your Technology is Failing and Your Website is Suffering

Legal Marketers: Your Technology is Failing and Your Website is Suffering

Author: Harender Kumar | Categories: Legal, CMS, Digital Marketing, Sitecore CMS

Today's customers are more powerful and have more choices than ever thanks to technology and the rise of digital marketing. Many marketing techniques that were once standard are now obsolete or becoming obsolete quickly. Marketers have had to pivot quickly and tailor messages to the customer based on location, delivering experiences that provide value and engage them time and time again. These new marketing techniques are becoming the only way for businesses to differentiate themselves in the market.

The Challenges:

  1. Legal Marketing Hasn't Changed with the Time - Legal marketing professionals are still using obsolete technologies to promote their content and obscuring the message they're trying to get across. What marketers need is more control and management over the content they deliver so they can provide the experiences their target audience needs.

  2. Legal Websites Are Not Driving Conversions - Legal websites are basically being used to store content that isn't doing anything for site traffic. These sites are hard to navigate and if a prospective client can't find what they're looking for quickly, they'll leave. 

  3. Finding Meaningful Data - Another challenge law firms face is finding a way for their marketing initiatives to work together to provide them with meaningful data. Many law firms keep their digital initiatives in silos, making it difficult to know what's working and what isn't. Additionally, without marketing tools that are integrated, you'll never be able to track the customer through their lifecycle and market to them appropriately.

The Solutions: 

  1. Make Content the Backbone - Content should be the backbone of any law firm's website – whether it's an attorney's profile or the cases, sectors and services they're working on. These sites require frequent content updates, so it's imperative to have a comprehensive content management system that automates this process, mitigates risk and allows you to collaborate on-demand.

  2. Drive Engagement Using the Right CMS - Law firms need a CMS that drives engagement. Quite often firms think that CMS' are just content editing tools; this is not the case. A CMS is the hub of all of your digital marketing tactics: SEO, social media, personalized marketing, analytics and email campaigns. Your CMS should deploy the right message at a right time from the right device to the right person. 

CMS' play an integral and vital role in meeting this objective, but a few things could be keeping your CMS from working for your site:

CMS Role, Content Management;

Improve Digital Engagement with Clients - Many law firms have improved their digital engagement with clients, however, the current state of law firm websites leaves a lot to be desired and changed. According to a study conducted by edynamic on AmLaw100 websites, there are critical gaps between intention and reality. 

We've broken down the top six issues we listed above that make a significant impact on the way law firms pull off their business development strategies and marketing effort: 

  1. Lack of controlThe primary reason firms have a CMS is to decentralize control of content and remove the bottleneck that occurs when posting content on the web. A lack of central control leads to poor quality and accuracy of content, which can lead to contradictory writing styles across the website. 

  2. Lack of Legal specific tools– Law firms CMS' are lacking the legal-specific tools to manage their content. Content such as attorney bio's and profiles, services, sectors, offices, publications and events should work together to optimize SEO and drive traffic. The CMS should have customized tools to manage all of these assets in one place. Attorney bio's and profiles should contain a spectrum of information, such as their representative experience, attorney qualifications, court integrations, publications and events that need to be tied together. The current CMS' used by most law firms do not provide any tools to integrate these attorney specific requirements.

  3. Ease of use– The CMS should be easy to use so that anybody in the firm can become familiar with it. The system should be intuitive and provide simple ways to create content for both newbies and experts. It should provide a dynamic digital experience for the public including responsive and mobile first UX/Design. Firms are embracing blogging to promote thought leadership and gain an SEO advantage. There is a tremendous uptick in demand for more user-friendly and intuitive administrative website interfaces that allow site administrators to more quickly and easily manage their brands' site content. 

  4. Poor workflow– Many law firms have little to no workflow systems applied to the way they are managing their content. Firms must have a workflow implemented to audit their content so that they ensure the right content is approved and published on the website.

  5. Disconnected systems– Law firms are currently using a lot of back office tools to support their day to day activities, these tools work in silo's and don't provide big picture reporting. Tools such as proposal generators and email automation systems need to be connected so users don't need to recreate the content that they already have created in another place or on another platform.

  6. Lack of social presence– Social is a very strong medium to establish yourself as a thought leader and stay engaged with users, law firms should use this channel more proactively.

Sitecore helps law firms and corporate legal departments improve productivity and enhance client service by managing electronic content intuitively and conveniently. Sitecore is globally recognized for content management and Gartner positions Sitecore as a leader in the Magic Quadrant for Web Content Management.

We recommend that law firms start using an enterprise-ready CMS right from the beginning. What your business might not use today could be crucial for success tomorrow.