Website content creation
Lawyer engagement to create cost-effective web content and thought leadership
It is well known in law firm BD circles that the difference between great law firms and the rest of the market is thought leadership. Nowadays, even the smallest firms have at least a visually “good” website, which will highlight the sectors it services, areas of work it undertakes, biographies for the team members and perhaps some examples of the recent work it has done. However, only the very best firms will have topical content that is refreshed regularly and which allows the firm’s lawyers to demonstrate thought leadership, which in turn drives the right sort of traffic to the website, generating work opportunities
and boosting the firm’s profile, creating a virtuous circle.
The difficulty law firms have in stepping up to the next level is typically a result of the need for individual lawyers to take time out from fee-earning in order to create that content. This is where most have tended to fall down – no matter how well-intentioned, or how much buy-in there might be from the teams, sooner or later
(and it tends to be sooner), the marketing team becomes frustrated as it becomes harder to get lawyers to comment on topical news or legal developments in a timely manner, before these become “old news”. It follows that the more that law firms can do to streamline that process so that lawyers can create content quickly and easily, the more chance they will have to demonstrate expertise and insight by leading conversations around topical events (the so-called “thought leadership”).
We are working with a digital agency that can now provide a fully maintained, cutting edge website that includes integrated new technology, enabling lawyers within a few minutes to use news stories or similar to create (either on a desktop or on a smartphone/tablet) meaningful thought leadership, which will then become blogs on the firm’s website with automatically created social media content too.
This
tech also allows for tracking of the impact of the posts, which is then “gamified” via the app, allowing the lawyers effectively to view their posts’ performance and ultimately to compete against each other, within the firm, for the most successful posts and website engagement. The opportunities that this gives the firm to challenge its lawyers (such as by creating monthly competitions) are almost unlimited and will help to ensure the longevity of lawyer engagement in the process.
By using this service, law firms that wish to drive themselves forward will be able to make a substantial impact in a relatively short period of time and ensure that their profile will be raised as a consequence.
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