web marketing that really works - ilw.com0730-bodine.pdf · 2012-09-13 · web marketing that...
TRANSCRIPT
Web Marketing Web Marketing That Really WorksThat Really Works
Larry BodineWeb and Marketing Consultant
Today’s programToday’s program
3 Things Clients Look For10 Deadly Web Site Mistakes6 Ways to Make Clients Want to Visit
www.LarryBodine.comwww.LarryBodine.com
• Web Site Audit/Plan • Firm Marketing Strategy • Individual Coaching • Project Management • Speaking
$100,000 per Square Foot$100,000 per Square Foot
Your firm’s face to the worldChance to attract and retain visitors Show how you differ
Web Site Usability & Web Site Usability & MarketingMarketing
Web site must be self-evident. Provide information for the firm’s target audienceOrganize around the way the target audience thinks.
Importance of UsabilityImportance of Usability
Can’t find info 60% of the timeLose 50% of salesLose repeat visits from 40% of visitors
Don’t Market Your Don’t Market Your OrganizationOrganization
Most sites are firm-centric
3 Things Clients Look For3 Things Clients Look For
3 Things Clients Look For3 Things Clients Look For
1. Familiarity with industry2. Worked for similar
business3. Handled similar matter
www.HaleDorr.comwww.HaleDorr.com
A better approach: industry focused marketing
Miller Faucher: Miller Faucher: AfterAfter
Ten Deadly Ten Deadly Web Site MistakesWeb Site Mistakes
1. Endless List of 1. Endless List of Practice DescriptionsPractice Descriptions
2. Welcome From the 2. Welcome From the Managing PartnerManaging Partner
3. Mission Statement3. Mission Statement
4. Firm History4. Firm History
5. Research Links5. Research Links
6. Content Landmines6. Content Landmines
Promoting work for EnronPromoting work for Enron
7. Hard7. Hard--toto--guessguessweb addressweb address
Buchanan Ingersoll, PC
www.bipc.com
www.buchananingersoll.com
8. Animated Graphics8. Animated Graphics
We offer clients a global network of resources. Our international grid of offices and attorneys enables us to provide clients with the most timely and cost efficient service. Find out more about our international attorneys. We have expertise in a wide range of practices. Visit one of our specialty practice pages highlighted below.
9. Disconnected 9. Disconnected Recruiting PageRecruiting Page
What is reality?
The LureThe Lure
The RealityThe Reality
10. Viewable only10. Viewable onlyon a Ton a T--1 Line1 Line
Clients go on the road too
Two Minutes and CountingTwo Minutes and Counting
6 Ways to Make clients 6 Ways to Make clients Want to visitWant to visit
1. Use a familiar layout1. Use a familiar layout
Stick with directional norms
FirmFirmNameName
Side Side Nav Nav BarBar
Top Nav BarTop Nav Bar
ContentContent
2. Industry News2. Industry Newswww.wcsr.comwww.wcsr.com
3. E3. E--NewslettersNewsletters
4. 4. Speakers Speakers BureauBureau
5. Online survey5. Online surveywww.www.hrohro.com.com
6. Visitor 6. Visitor Feedback Feedback
FormForm
