legalex 2014 - website masterclass

Website Masterclass

David GilroyDirector of Stuff & Things

Minimise “calls to action” per page

• One primary “call to action” per page• Design in hierarchies where possible• Hierarchies also good for SEO

Use directional clues• Arrows• Encapsulation• Stand out colour• Pathways• Eyes & eyelines

Simplified forms

• Capture visitor data• Keep forms short• Only collect the data you REALLY need

Staff profiles

Mobile usage

• Find you• Phone you• View you

Who is using your website

How are they using it? - Clicktale

Do some PPC advertising

Location & remarketing ads

Google knows where you are!

Make Adtext relevantTitle = 25 charactersDescription Line 1 = 35 charactersDescription Line 2 = 35 charactersDisplay URL = 35 characters

• Current news• Blogging• Google likes to see big sites get bigger slowly• Must be relevant to your intended audience

Improve your content marketing

Stock&Flow

Content laddering

• 5 x Tweet = 100 char (yep, not 140)• 2 x FB/G+/LI = 100 words• 1 x Blog post = 3-500 words• 1/6 = Email newsletter = 1,000 words

Video…is the written word dead?

DirectLaw

SecureForms

• Enhanced customer service• Allow clients to “self service”

Email marketing?

• Regular communication to your clients• To stay in contact and reactive lapsed clients• To drive a specific “call to action”• Automatic drip marketing• Event invitations, event follow ups• Very cost effective in tough market conditions• What audiences

– Customers– Prospects– Partners

Newsletter Design

Tracking Clicks

Privacy Protection

Social Media

• It’s all about raising your profile• It’s about engagement• It’s about connecting with clients/prospects• It takes time and commitment• £40,000. Client won £100,000 of work!• LinkedIn & Facebook advertising?