Why do some law firms thrive when others flounder? In today’s data-rich environment attorneys have access to a mountain of information. How they use it to grow their practices can be considered business intelligence.
That’s the over-arching takeaway that “Ten Minute Tips — Online Tools for Marketing & Business Development” panelists shared with attendees on October 29 at San Francisco-based Legal Marketing Technology Conference West. With 375 million legal-related queries executed every month, law firms need to reassess their website strategy, urged John Ray, industry head of legal at Google Inc. “Legal firms tend to just push their internal content outward. Instead they need to put more effort into simplifying and editing their content.” Even with that effort, their job is far from complete, he says. Firms need to find the “moments that matter” within that content. With “98 percent of people using multiple screens sequentially throughout the day,” Ray stresses that firms must ensure that their website content can be found on a range of devices.
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