draw benchmark - law firms 2014 · striking. firms are increasingly willing to embrace change;...
TRANSCRIPT
Legal sectorDigital benchmark 2014
The digital performance of thirty of the leading UK-based law firms, evaluated and ranked.
Analysis, scores and commentary reveals online effectiveness among individual firms, and across the sector.
www.drawgroup.com
Content spotlight
Lawyer-finder tools
Graduate recruitment
Conversion
Calls-to-action & more
Loyalty
Long-term engagement activity
Twitter performance
Popular legal content
Introduction
Executive summary
Methodology
Rankings
Technology
A note about content management systems
Mobile & multi-screen optimisation
Awareness
Search engine results compared
SEO technical performance
Engagement
Visual impact
Segmentation
Content marketing
Site search functions
Usability
LEGAL SECTOR DIGITAL BENCHMARK©
TABLE OF CONTENTS
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34
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"Challenger �rms... achieved average revenue growth of
more than double that of the average rate among the
global 100 �rms."Acritas research
reported by Managing Partner, 2013
"There are some other clear trends... Law is now being
much more actively marketed – this is expected to increase the
overall size of the market to the bene�t of all."
Neil RoseFT Innovative Lawyers 2013
P 2
z
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DRAW LEGAL SECTOR DIGITAL BENCHMARK
Faced with the financial crisis, leading law firms have become more open to
new ways of working. Between restructuring, the Legal Services Act and the
entrance of challenger firms, the transformation of the legal market is
underway.
As the FT recently noted: "There is a greater understanding and awareness of innovation that is
striking. Firms are increasingly willing to embrace change; in-house counsel have come of age;
new players have entered the market and are here to stay."
In this climate, a law firm's website is a key asset. As an important – though perhaps neglected,
tool for marketing, reputation management, recruitment and generating new business – its
performance is increasingly important and deserves thought and attention.
A second study
Building on expertise gained by contributing to L2's digital reports, and by conducting the
well-received 2012 Legal Sector Benchmark, Draw has undertaken a second study to evaluate the
websites of 30 of the largest UK-based law firms. Covering 55 different touchpoints, the findings
are summarised in this document.
For more detailed information about your firm's ranking, please contact:
Chris DoullHead of Professional Services, Draw
P 3
EXECUTIVE SUMMARY
LEGAL SECTOR DIGITAL BENCHMARK©
Excellent websites are not just visually attractive, they achieve the objectives set
for them by their firms. They should excel at raising levels of awareness, engage-
ment, conversion and loyalty among potential and existing clients.
However, after examining the websites of 30 leading law firms over a number of months, we are unable
to grade any of the 30 as "excellent" overall. Three sites scraped into the "good" grade; Irwin Mitchell,
King & Wood Mallesons - SJ Berwin and Bird & Bird. Sixteen reside in the "average" category, and we
reluctantly judged the remaining 11 to be "weak".
Too many missed opportunities
Let's begin with how the websites are configured for mobile. According to research by Investis, 20% of all
visits to corporate websites come from mobile devices. Yet of the 30 law firm websites in our study, only
ten are optimising for mobile.
Next, let's consider how law firms use the web to raise awareness of their experience and expertise. As I
type this, across the globe, potential clients are furiously querying Google's search engine for advice and
guidance about business law. Yet of the 30 websites in our study, only four firms reached a "good" grade
in technical SEO. Or, in other words, only four firms appear to be taking the steps needed to prepare their
content for high visibility in search engines. With their focus on personal legal services it's perhaps not
suprising that Irwin Mitchell rank highly on Google for lots of valuable search terms. What is suprising is
the gulf between the value of their first page "organic" search results - $19,808.00 - and the value of the
results of their nearest competitor in our study. Field Fisher Waterhouse is in second place with results
worth $1,669.00.
Law firms are packed with intelligent people. Their websites should engage their visitors, and often they
do - in one way or another. Eight websites reached the "good" grade for visitor engagement, overall.
Recently redesigned sites, such as Bird & Bird's, scored highly for visual impact. Irwin Mitchell won
points for segmenting their website visitors and Dentons received the "good" grade for content
marketing. Dentons' usability efforts are also to be commended. We also liked Holman Fenwick Willan's
site search function, and Pinsent Masons' lawyer finder tool.
And some songs remain the same. As we noted in our 2012 study of the sector, "law firms feel that
'laying out their stall' is a little unseemly", and in 2014 many of the websites are still coy about
converting their website vistors into customers. Only three websites received "good" grades for their
conversion efforts. However, we appreciated BLP's clear calls to action and CMS Cameron McKenna's use
IT’S TIME TOINNOVATE
CLIENT EXPECTATIONS HAVE RISEN,TECHNOLOGY HAS EVOLVED...
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of video on their "Expertise" pages.
Using their websites to encourage client loyalty is another area that needs attention, across the sector.
No sites were awarded "excellent" or "good" grades for their long-term engagement activity. Seven firms
reached the "average" grade; Allen & Overy, Bird & Bird, Dentons, DWF, Hogan Lovells, Simmons &
Simmons and Wragge & Co. Common reasons? It's suprisingly difficult to locate and sign up for
newsletters, no personalisation and ineffective use of sector news.
The need for an honest and open dialogue
Summarised as "How B2B companies talk past their customers", recent research by McKinsey &
Company reveals that there's a surprising gap between the brand messages that firms offer to custom-
ers and what their customers really want to know. When McKinsey researched the positioning of
Fortune 500 and DAX 30 companies they found that "Themes such as social responsibility, sustainability,
and global reach, which many B2B companies cast in a leading role for brand imaging, appeared to have
a minimal influence on buyers’ perceptions of brand strength" and that: "Honest and open dialogue,
which customers considered most important, was one of the three themes not emphasized at all by the
90 companies in our sample."
In 2012, we used this column to warn of the "introspection" of law firm websites and their digital
communications. In 2014, as online technology has evolved and user expectations have risen, it's surely
time for more leading firms to turn outwards, to use the web to enter into the dialogue that their clients
crave.
Thanks for reading
Just as a website is essential to a modern law firm's communications strategy, situation analysis is
invaluable to the construction of that strategy. Enhanced knowledge of the digital competence of the
competition reveals insights, that can be turned to a firm's advantage.
We hope that you'll find this report useful,
Ciarán RyanDigital strategist, Draw
Excellent websites are not just visually attractive, they achieve the objectives set
for them by their firms. They should excel at raising levels of awareness, engage-
ment, conversion and loyalty among potential and existing clients.
However, after examining the websites of 30 leading law firms over a number of months, we are unable
to grade any of the 30 as "excellent" overall. Three sites scraped into the "good" grade; Irwin Mitchell,
King & Wood Mallesons - SJ Berwin and Bird & Bird. Sixteen reside in the "average" category, and we
reluctantly judged the remaining 11 to be "weak".
Too many missed opportunities
Let's begin with how the websites are configured for mobile. According to research by Investis, 20% of all
visits to corporate websites come from mobile devices. Yet of the 30 law firm websites in our study, only
ten are optimising for mobile.
Next, let's consider how law firms use the web to raise awareness of their experience and expertise. As I
type this, across the globe, potential clients are furiously querying Google's search engine for advice and
guidance about business law. Yet of the 30 websites in our study, only four firms reached a "good" grade
in technical SEO. Or, in other words, only four firms appear to be taking the steps needed to prepare their
content for high visibility in search engines. With their focus on personal legal services it's perhaps not
suprising that Irwin Mitchell rank highly on Google for lots of valuable search terms. What is suprising is
the gulf between the value of their first page "organic" search results - $19,808.00 - and the value of the
results of their nearest competitor in our study. Field Fisher Waterhouse is in second place with results
worth $1,669.00.
Law firms are packed with intelligent people. Their websites should engage their visitors, and often they
do - in one way or another. Eight websites reached the "good" grade for visitor engagement, overall.
Recently redesigned sites, such as Bird & Bird's, scored highly for visual impact. Irwin Mitchell won
points for segmenting their website visitors and Dentons received the "good" grade for content
marketing. Dentons' usability efforts are also to be commended. We also liked Holman Fenwick Willan's
site search function, and Pinsent Masons' lawyer finder tool.
And some songs remain the same. As we noted in our 2012 study of the sector, "law firms feel that
'laying out their stall' is a little unseemly", and in 2014 many of the websites are still coy about
converting their website vistors into customers. Only three websites received "good" grades for their
conversion efforts. However, we appreciated BLP's clear calls to action and CMS Cameron McKenna's use
of video on their "Expertise" pages.
Using their websites to encourage client loyalty is another area that needs attention, across the sector.
No sites were awarded "excellent" or "good" grades for their long-term engagement activity. Seven firms
reached the "average" grade; Allen & Overy, Bird & Bird, Dentons, DWF, Hogan Lovells, Simmons &
Simmons and Wragge & Co. Common reasons? It's suprisingly difficult to locate and sign up for
newsletters, no personalisation and ineffective use of sector news.
The need for an honest and open dialogue
Summarised as "How B2B companies talk past their customers", recent research by McKinsey &
Company reveals that there's a surprising gap between the brand messages that firms offer to custom-
ers and what their customers really want to know. When McKinsey researched the positioning of
Fortune 500 and DAX 30 companies they found that "Themes such as social responsibility, sustainability,
and global reach, which many B2B companies cast in a leading role for brand imaging, appeared to have
a minimal influence on buyers’ perceptions of brand strength" and that: "Honest and open dialogue,
which customers considered most important, was one of the three themes not emphasized at all by the
90 companies in our sample."
In 2012, we used this column to warn of the "introspection" of law firm websites and their digital
communications. In 2014, as online technology has evolved and user expectations have risen, it's surely
time for more leading firms to turn outwards, to use the web to enter into the dialogue that their clients
crave.
Thanks for reading
Just as a website is essential to a modern law firm's communications strategy, situation analysis is
invaluable to the construction of that strategy. Enhanced knowledge of the digital competence of the
competition reveals insights, that can be turned to a firm's advantage.
We hope that you'll find this report useful,
Ciarán RyanDigital strategist, Draw
EXECUTIVE SUMMARY
"Build web products that meet audience needs:
anticipate needs not yet fully articulated by audiences, then meet them with products that
set new standards."No 1. of The BBC’s Fifteen Web Principles
"...we remain at the forefront of legal on-line activity. Indeed, our
approach is to look at how we can mirror leading retail online operations rather than the
approach of traditional law �rms."Irwin Mitchell's Ian Powell
interviewed by Kim Tasso
P 4LEGAL SECTOR DIGITAL BENCHMARK©FOR MORE INFORMATION, CONTACT US: [email protected] • +44 (0)20 7407 7666
Scoring systemIndependent examination, using 55 questions and touch-points,
of the websites of 30 of the leading, UK based, law firms. Each
touch-point is given a score between 0-5 (5 being excellent),
totals are then converted into percentages.
80%+Excellent
79% - 60%Good
59% - 40%Average
< 40%Weak
P 5LEGAL SECTOR DIGITAL BENCHMARK©
METHODOLOGY
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ConversionWhat steps are the websites taking to convert
visitors into customers? Evaluation of
calls-to-action and use of psychological factors.
TechnologyEvaluation of mobile & multi-screen
optimisation. Clients use tablets and mobile
phones, their research is not confined to
desktop computers.
EngagementHow are firms attempting to engage their
website visitors? Evaluation of visual impact,
segmentation, content marketing, site search
and usability.
AwarenessAre firms preparing their web pages for search
engines? Evaluation of a number of elements;
from evidence of the correct use of title tags, to
the use of Google+.
LoyaltyIs there evidence that firms are using the web to
build long-term engagement with their clients?
Evaluation of the use of habit-forming activity,
from the use of sector insights to personalisation
and the promotion of newsletters.
Updated report structureWishing to produce more than a benchmark of context-less "digital" features, we have re-ordered the criteria around a path-to-purchase structure. Simply; Awareness, engagement,
conversion and loyalty. Although research by Google tells that us that digital is changing clients' habits, that "we're all in a state of constant consideration", the path to purchase model is a
useful conceit. It places the emphasis on customer impact, and highlights the business benefits that digital communications activity can bring.
RANK COMPANY SCORE DESCRIPTION
Overall ranking: 80%+ Excellent, 79% - 60% Good, 59% - 40% Average, <40% Weak
1 63%Good
Irwin Mitchell's website is a friendly, useful resource. Its design
focus on personal legal services benefits the presentation of its
business expertise. The site is easily navigable, optimised for
mobile devices and search engines, and uses clear calls-to-action.
However, it does not do enough to encourage return visits.
2 61%Good
A mobile-optimised, visually "clean" website. The website
contain extensive proof of the firm's expertise, and makes its
easy to connect with the authors of their insights and articles.
The site lost points for its SEO and lack of sector news.
3 60%Good
Bird & Bird's attractive website is also optimised for mobile.
The site displays the firm's engaging Twitter feed on its
clearly-structured pages. Photos are largely absent, which can
make its pages appear text-heavy and less appealing.
4 59%Average
Dentons' website has a polished appearance, but it is not
optimised for mobiles. The site has multiple routes to its
content, which can feel overly complex. One of the few websites
to use video on its pages.
P 6
RANKING
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RANK COMPANY SCORE DESCRIPTION
5
6=
6=
8
9=
9=
11=
11=
Norton Rose
Hogan Lovells
Linklaters
Pinsent Masons
Berwin Leighton Paisner
Wragge & Co
Allen & Overy
DWF
55%
Average
52%
Average
52%
Average
51%
Average
50%
Average
50%
Average
49%
Average
49%
Average
A website that's clear and easy to navigate. Good lawyer finder tool, and lawyers are pictured on most pages. Separate mobile site. As sector news is not visible on many pages, the site can appear "static".
Slightly "dated" appearance on desktop computers, but well thought-out mobile site. Text-heavy pages often lack visual hierarchy. Interesting graduate pages.
Pages lack a sense of visual hierarchy - and calls to action are mostly absent.Website does not segment its visitors effectively. Superficial mobile optimisation.
A colourful website, that makes good use of imagery. Good site search function. Website is not optimised for mobile, SEO requires attention.
Good lawyer-finder tool and one of the few websites in our study with clear calls to action. The site is not mobile optimised and its design is beginning to look dated.
Website design looks a little cramped by 2014 standards, but its simple segmentation is appealing. Site is not optimised for mobile devices. Too many navigation menus.
Website not optimised for mobile devices, homepage noted for "bland symbolism". Pages are clearly structured, but compelling calls-to-action are absent.
A clear, "modern" design - but the website is not optimised for mobile devices. Poor internal search function, but at least the structure of the site is easy to comprehend.
13
Overall ranking: 80%+ Excellent, 79% - 60% Good, 59% - 40% Average, <40% Weak
Holman Fenwick Willan 48%
Average
Mobile-friendly, colourful website. Good internal search function, that uses auto-complete. But SEO requires attention, and there are "slightly dull" graduate pages.
P 7LEGAL SECTOR DIGITAL BENCHMARK©
RANKING
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RANK COMPANY SCORE DESCRIPTION
Overall ranking: 80%+ Excellent, 79% - 60% Good, 59% - 40% Average, <40% Weak
P 8LEGAL SECTOR DIGITAL BENCHMARK©
14
15
16
17
18
19
20=
20=
Simmons & Simmons
CMS Cameron McKenna
Macfarlanes
Herbert Smith
Slaughter & May
Freshfields Bruckhaus Deringer
DLA Piper International
Eversheds
47%
Average
46%
Average
45%
Average
43%
Average
42%
Average
40%
Average
38%
Weak
38%
Weak
Website now has a slightly dated "identikit" appearance, and is not optimised for mobiles. However, its clear structure and segmentation aids usability
Simple site structure, and uses video on pages. Separate mobile site. SEO requires attention, graduate pages are uninspiring, and the lawyer-finder tool is overcomplicated.
A website with a distinctive, dark appearance. Clear segmentation on homepage. The site is not optimised for mobiles, its content is far from compelling.
Good use of imagery, but homepage content is often self-referential. Stylish graduate pages. Website is not mobile-friendly.
Good use of photography on the homepage. Stylish mobile website. However, pages are often poorly presented, clunky search function. SEO requires attention.
Desktop and mobile site design looks dated and unpolished. Slightly dull presentation of their sector pages. Graduate pages are uninspiring too. Good lawyer-finder tool.
No mobile optimisation, poor SEO. Poorly presented pages do not reflect the wealth of expertise at the firm. Useful lawyer-finder tool. Few reasons for return visits.
Website is not optimised for mobile. Many pages are search-engine friendly, but their design is "dated". Uninspiring graduate pages. Little evidence of segmentation.
22 Squire Sanders 37%
Weak
Another website that is not mobile-friendly. Could do better with SEO. Slightly dull, "dated" design. But it is fairly easy to navigate around the website.
RANKING
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RANK COMPANY SCORE DESCRIPTION
23
24
25
26
27=
27=
29
Clifford Chance
Clyde & Co
Field Fisher Waterhouse
Ashurst
Addleshaw Goddard
DAC Beachcroft
Taylor Wessing
36%
Weak
35%
Weak
34%
Weak
32%
Weak
29%
Weak
29%
Weak
28%
Weak
Few clear calls-to-action. Few reasons for return visits. No mobile optimisation. Weak SEO. Good search function and usable lawyer-finder tool.
No mobile optimisation, little search engine optimisation. Site has a simple structure, that aids usability. Few attempts at conversion, few reasons to return to the website.
Evidence of search engine optimisation, but no mobile optimisation. "Dated" design and complicated site search function. "Primitive-looking" lawyer-finder tool.
No mobile optimisation, little evidence of SEO. "Bland" design. Pages do not do a great job at explaining the firm's services. "Outdated sector news", few reasons to return.
"Clear single statement" homepage. No mobile optimisation, little evidence of SEO. Too many pdfs, too few photographs. Search function "hides results".
Website has a "stripped down" design. "Confusing navigation" menus can make it difficult to navigate. Not mobile-friendly. Few photos, pages lacking visual hierarchy.
Design looks "out of date". No mobile optimisation. Search function returned out-of-date results. Un-engaging practice pages, few calls-to-action.
30
Overall ranking: 80%+ Excellent, 60% - 70% Good, 40% - 59% Average, <40% Weak
Withers 27%
Weak
"Big empty space" in the middle of the homepage. Not mobile friendly. Little evidence of SEO. Weak search function. Pages do not reflect the firm's wealth of expertise.
P 9
RANKING
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P 10
TECHNOLOGY: A NOTE ABOUT CONTENT MANAGEMENT SYSTEMS
LEGAL SECTOR DIGITAL BENCHMARK©
Of the law firms in our study that use easily identifiable content
management and web management tools, it's noteworthy that a wide
number of products are in use in the sector. iAPPS
Adobe CQ
Alterian Immediacy
Drupal
ExpressionEngine
Interwoven TeamSite
Microsoft CMS
Microsoft SharePoint
Refinery CMS
Sitecore CMS
Siteimprove
Thompson Reuters / Siteimprove
TYPO3 Open Source CMS
Umbraco
Vignette OpenText
CMS Cameron McKenna
Linklaters
Clifford Chance
Field Fisher Waterhouse
Ashurst
Clyde & Co
Eversheds
Herbert Smith
Allen & Overy
Withers
Bird & Bird
Irwin Mitchell
Simmons & Simmons
King & Wood Mallesons - SJ Berwin
Freshfields Bruckhaus Deringer
Squire Sanders
Hogan Lovells
Taylor Wessing
Macfarlanes
Slaughter & May
Wragge & Co
CMS Law firm
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P 11
TECHNOLOGY: MOBILE & MULTI-SCREEN OPTIMISATION
LEGAL SECTOR DIGITAL BENCHMARK©
"...the number of visits to corporate websites from mobile devices is up a staggering 400%
on August 2011. Mobile visits are now responsible for a �fth of all visits to corporate websites. Yet across 14 indices surveyed this
year, only 23% of companies are o�ering either a dedicated mobile
site or a responsive website."Investis Audience Insight report, 2013
“Today’s marketers face the increasing challenge of a winding ‘path to purchase,’
requiring strategic engagements with customers across multiple channels and
ensuring content is portable across many devices." says Matt Seeley, president of
Experian Marketing Services.
Yet only ten of the 30 law firm websites in our study are optimising their websites for multiple screens.
Four are using responsive design, six are employing seperate mobile websites. It's an improvement on
2012, when only five of the legal firms in our study were optimising for mobile.
Currently, three websites reach the "excellent" grade for their multi-screen optimisation efforts; Hogan
Lovells, Irwin Mitchell and Slaughter & May - all three present their content effectively, and
attractively, on mobile devices.
The ten firms that are optimising their digital content for mobiles, are:
Hogan Lovells
Irwin Mitchell
Slaughter & May
Bird & Bird
CMS Cameron McKenna
Holman Fenwick Willan
King & Wood Mallesons - SJ Berwin
Fresh�elds Bruckhaus Deringer
Linklaters
Norton Rose
Multi-screen optimisationexcellence.
Use of responsive design?
Separate mobile site?
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P 12
TECHNOLOGY: MOBILE & MULTI-SCREEN OPTIMISATION
LEGAL SECTOR DIGITAL BENCHMARK©
Three useful mobile websites
Hogan Lovells Irwin Mitchell Slaughter & May
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Choice of business lawyer will always be influenced by personal recommendation and professional reputation, but search engines do have a place in raising awareness of a firm's activities and expertise.
For millions of us, typing queries into Google is a frequent, near-automatic activity, so the legal
websites that appear at the top of Google's listings will find themselves in front of potential
clients. Firms that are not optimising their websites for search engines are not managing their
reputations effectively.
Currently, the firms with the most "organic" results on page one of Google UK are; Irwin Mitchell,
DLA Piper International, Norton Rose, Linklaters and Allen & Overy. It's also of note that if we were
to attempt to purchase "single clicks" of these first page results as Google adverts, Irwin Mitchell is
in the lead (with its personal law focus) and results valued at $19,808. Next in line is Field Fisher
Waterhouse with results valued at $1,669, then it's Allen & Overy - $424, Eversheds $389 and BLP
in fifth place with results valued at $288.
The chart on the next page reveals the firms that are frequently appearing on the front page of
Google.co.uk, and the value of their first page results.
"SEO is very important for B2B businesses as 21% of all
tra�c to B2B sites comes from search engines, with
around 90% of that portion coming from organic search."
Econsultancy, October 2013
P 13
AWARENESS: SEARCH ENGINE RESULTS COMPARED
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P 14
AWARENESS: SEARCH ENGINE RESULTS COMPARED
LEGAL SECTOR DIGITAL BENCHMARK©
0 50 100 150 200 250 300 350 400 450 500 550
Irwin Mitchell
Field Fisher Waterhouse
Allen & Overy
Eversheds
Berwin Leighton Paisner
Norton Rose
Pinsent Masons
Clifford Chance
DWF
DLA Piper International
Wragge & Co
DAC Beachcroft
Linklaters
Slaughter & May
Ashurst
Taylor Wessing
Addleshaw Goddard
Simmons & Simmons
Bird & Bird
Freshfields Bruckhaus Deringer
Clyde & Co
Herbert Smith
CMS Cameron McKenna
Withers
Holman Fenwick Willan
Macfarlanes
King & Wood Mallesons - SJ Berwin
Squire Sanders LLP
Hogan Lovells
Dentons
$19,808
$1,669
$424
$389
$288
$250
$240
$238
$236
$232
$211
$172
$168
$159
$158
$142
$130
$108
$103
$101
$84
$57
$50
$35
$31
$26
$21
$21
$10
$0.50
42 513/
1 121/
39 269/
24 251/
12 158/
63 310/
6 165/
7 151/
15 127/
54 350/
7 158/
6 46/
51 275/
4 88/
1 104/
10 139/
6 104/
2 45/
2 73/
56 178/
1 48/
25 151/
7 66/
2 18/
5 45/
3 25/
2 15/
2 20/
3 26/
1 17/
Estimated cost to buy thetotal single clicks of their page one terms, as Google adverts
Number of terms on page one (positions 1-10) of Google UK, Dec 2013
Number of terms at position one, page one
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P 15
AWARENESS: SEO TECHNICAL PERFORMANCE
LEGAL SECTOR DIGITAL BENCHMARK©
"Discussing Google+ as if it were a social network which
needs activity in the way that Facebook and Twitter do misses the point... What
matters to Google is that you're signed in, in order that
it can form its matrix of knowledge about you."
Charles ArthurThe Guardian
A large part of getting found, of increasing your firm’s visibility on Google search engines is "technical SEO excellence" - displaying the trust signals that Google recognises.
Of the 30 websites in our study, only Eversheds, Freshfields Bruckhaus
Deringer, Irwin Mitchell and Linklaters reached a good grade in technical SEO.
We examined 650+ pages, and of the 30 websites, only 11 sites are using title tags correctly, 17
are using H-tags, none are using meta-descriptions correctly and 27 have descriptive terms in
their URLS. Nineteen sites are displaying social share buttons.
Also noteworthy is that only three firms are linking to a Google+ page. Google+ pages appear in
30% of brand Google searches, reports Econsultancy. So Google's social platform may be worth
experimenting with by firms wishing to increase their visibility on Google's search engines.
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P 16
AWARENESS: SEO TECHNICAL PERFORMANCE
LEGAL SECTOR DIGITAL BENCHMARK©
Eversheds
Freshfields Bruckhaus Deringer
Irwin Mitchell
Linklaters
Allen & Overy
Berwin Leighton Paisner
Bird & Bird
Clyde & Co
CMS Cameron McKenna
DAC Beachcroft
Dentons
DWF
Herbert Smith
Hogan Lovells
Macfarlanes
Norton Rose
Taylor Wessing
Clifford Chance
Field Fisher Waterhouse
Holman Fenwick Willan
Pinsent Masons
Simmons & Simmons
King & Wood Mallesons - SJ Berwin
Squire Sanders LLP
Wragge & Co
Addleshaw Goddard
Ashurst
DLA Piper International
Slaughter & May
Withers
weak excellent
SEO technical excellence, scored out of 5
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P 17
AWARENESS: VISUAL IMPACT
LEGAL SECTOR DIGITAL BENCHMARK©
"The number of objects an average person can hold
in working memory is about seven."
Observation by
George Armitage Millerpsychologist
Visual impact is key when attempting to engage potential and existing clients. Website aesthetics should not be ignored, just because they may be considered subjective or frivolous.
Google/YouTube User Experience Research reveals that:
• Users make snap judgements about whether they'll trust a website, "first impressions can be
formed very quickly, based on whatever information is available within the first 39
milliseconds."
• Familiarity of design is reassuring, "it can be assumed that there may be... a preference for
prototypical websites".
• Simplicity is important too, "websites of high visual complexity lead to a more negative first
impression than websites of medium or low complexity".
Bearing the above in mind, we awarded five websites in our study a "good" grade for visual
impact, they are: Addleshaw Goddard, Bird & Bird, Macfarlanes, King & Wood Mallesons - SJ
Berwin, and Slaughter & May.
Judging by the new websites in the sector, it appears that the design of the prototypical law firm
site is becoming cleaner and less cluttered. Beauty is utility's partner.
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P 18
AWARENESS: VISUAL IMPACT
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Bird & Bird's stylish new website
Bird & BirdMacfarlanes make an impact with their dark colour scheme
Macfarlanes
Good use of white space
King & Wood Mallesons - SJ Berwin
P 19
ENGAGEMENT: SEGMENTATION
LEGAL SECTOR DIGITAL BENCHMARK©
"Most companies segment their markets by customer
demographics or product characteristics and di�erentiate
their o�erings by adding features and functions. But the consumer
has a di�erent view of the marketplace. He simply has a job to be done and is seeking to “hire” the
best product or service to do it. Marketers must adopt that
perspective."Clayton M. Christensen
Effectively identifying and dividing up your key target audiences makes it easier for the right people to find the information they need, and it makes it more likely that they'll engage with your firm.
As Steve Jobs put it: "You've got to start with the customer experience and
work back toward the technology - not the other way around."
So, we looked for evidence of segmentation on firms' website homepages and their core Twitter
accounts.
In the first of our legal studies we mentioned the prevalance of "overt introspection" in the sector's
digital communications, and it appears little has changed over the last year. The homepages of
many firms are dominated by self-referential content, rather than identifying, and attempting to
answer, their audience's queries.
Only seven websites received our "good" grade in segmentation; Irwin Mitchell, Macfarlanes,
Norton Rose, Pinsent Masons, Simmons & Simmons, King & Wood Mallesons - SJ Berwin and
Wragge & Co.
Efforts of note, include:
• Irwin Mitchell clearly stating their Business Legal Services on their homepage, and Wragge's
easy-to-understand sector drop-downs.
• On Twitter, Bird & Bird are one of the only firms to use their core account to actually reach out
and attempt to start conversations, rather than broadcast internal news.
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P 20
ENGAGEMENT: SEGMENTATION
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Irwin Mitchell
Macfarlanes
Norton Rose
Pinsent Masons
Simmons & Simmons
King & Wood Mallesons - SJ Berwin
Wragge & Co
Allen & Overy
Ashurst
Berwin Leighton Paisner
Bird & Bird
Clifford Chance
Clyde & Co
Dentons
DLA Piper International
DWF
Field Fisher Waterhouse
CMS Cameron McKenna
DAC Beachcroft
Eversheds
Freshfields Bruckhaus Deringer
Hogan Lovells
Holman Fenwick Willan
Linklaters
Squire Sanders LLP
Taylor Wessing
Addleshaw Goddard
Herbert Smith
Slaughter & May
Withers
weak excellent
Scores for segmentation, out of 5
P 21
ENGAGEMENT: CONTENT MARKETING
LEGAL SECTOR DIGITAL BENCHMARK©
"Brands such as Google, Zappos, Amazon, eBay, and
others win because they ask ‘How can I help you?’ instead of
‘What can I sell you?’"Joe McCambley
Harvard Business Review
"Customer service is the killer app of the Web" said Google's Eric Schmidt. Documented expertise, properly presented, can become content marketing - engaging and eventually converting site visitors into clients. When evaluating the sector pages of the 30 firms, we looked for a number of elements, including: use of rich content, meaningful images, page structure and reliance on .pdfs.
Only three websites reached a "good" grade for content; Berwin Leighton
Paisner, Dentons and King & Wood Mallesons - SJ Berwin.
Of the 30 sites, only two are using video in their sector pages (CMS and Dentons), 12 are relying too
heavily on .pdfs, only 16 have clearly structured pages, though 21 are linking to their social media
pages - which can be useful for engagement.
Although there are many millions of words spilled across these 30 websites, they are mostly poorly
presented and difficult to read. "Try visual hierarchy instead of dullness" says UI designer Jakub
Linowski, "... although we might spend a bit more time on the page, the end result should be that
we register more items and characteristics."
Interviewed by The Times about law firm web content, solicitor-author Chrissie Lightfoot, said:
"Many law firms just pump out messages that say 'Aren't we wonderful - we've won this and that
award'... Clients aren't interested in that. It is good to brag every now and then, but do it in a
subtle, indirect way. The main focus of content should be on how the firm can help clients to be
more successful - individual lawyers talking knowledgeably about specific market sectors."
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P 22
ENGAGEMENT: CONTENT MARKETING
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Berwin Leighton Paisner
Dentons
King & Wood Mallesons - SJ Berwin
Allen & Overy
Bird & Bird
CMS Cameron McKenna
DLA Piper International
DWF
Eversheds
Field Fisher Waterhouse
Herbert Smith
Holman Fenwick Willan
Irwin Mitchell
Norton Rose
Wragge & Co
DAC Beachcroft
Freshfields Bruckhaus Deringer
Linklaters
Pinsent Masons
Simmons & Simmons
Slaughter & May
Squire Sanders LLP
Withers
Addleshaw Goddard
Ashurst
Clifford Chance
Hogan Lovells
Macfarlanes
Taylor Wessing
Clyde & Co
weak excellent
Scores for content marketing, out of 5
King & Wood Mallesons - SJ Berwin
P 23 P 23
ENGAGEMENT: CONTENT MARKETING
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BLP uses clearly structured pages
Berwin Leighton PaisnerDentons use video on their pages
Dentons
Pages link to "Related Insights"
“…everybody expects search to read their minds.”
Martin BelamInformation Architect
An effective site search function is a great opportunity for law firms to build affinity with their visitors.
Clients are becoming accustomed to finding results quickly and accurately
from search engines, and increasingly expect websites to assist them in their
quest for information.
According to Roo Reynolds at the award-winning Gov.uk, a good internal
search engine will:
• Help more people find what they want
• Always return the most relevant results
• Avoid forcing users to understand the internal structure of the site
• Allow users to control their results
• Give results that feel familiar to users and don’t deviate from
established models of what search looks like
By this criteria, we can award no "excellent" grades, with only three websites in our study reaching
the "good grade" for their search functions; Clifford Chance, Holman Fenwick Willan and Pinsent
Masons.
It is also worth noting that in 2012, only the Allen & Overy website was employing an
auto-complete search function. Our 2014 research reveals that the sector is making slow progress -
only four websites in our study are now using auto-complete search functions to assist their
visitors; Allen & Overy, Holman Fenwick Willan, King & Wood Mallesons-SJ Berwin and Linklaters.
Holman Fenwick WillanHFW's website aids the visitor by suggesting
appropriate search queries
P 24LEGAL SECTOR DIGITAL BENCHMARK©FOR MORE INFORMATION, CONTACT US: [email protected] • +44 (0)20 7407 7666
ENGAGEMENT: SITE SEARCH FUNCTION
P 25
ENGAGEMENT: SITE SEARCH FUNCTION
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Cli�ord Chance
Holman Fenwick Willan
Pinsent Masons
Allen & Overy
Berwin Leighton Paisner
Bird & Bird
Dentons
DLA Piper International
Fresh�elds Bruckhaus Deringer
Hogan Lovells
Irwin Mitchell
Linklaters
Macfarlanes
Norton Rose
King & Wood Mallesons - SJ Berwin
Squire Sanders LLP
Wragge & Co
Addleshaw Goddard
Ashurst
Clyde & Co
CMS Cameron McKenna
DAC Beachcroft
DWF
Eversheds
Field Fisher Waterhouse
Herbert Smith
Simmons & Simmons
Withers
Slaughter & May
Taylor Wessing
weak excellent
Search function score, out of 5
P 26
ENGAGEMENT: USABILITY
LEGAL SECTOR DIGITAL BENCHMARK©
"E�ective interfaces are visually apparent and forgiving, instilling
in their users a sense of control. Users quickly see the breadth of
their options, grasp how to achieve their goals, and do their work."
Bruce Tognazzinidesigner
We find that, over time, it's common for a large website to begin to resemble the internal organisational structure of the business that it is representing. It's common for large websites to grow "organically", gradually accumulating additional layers that obscure what the website exists for. To paraphrase computer scientist Melvin Conway, "A system reflects the organisational structure that built it".
When evaluating the usability of law firm websites, we were looking for a clear
conceptual model, persistent navigation, lack of ambiguity and clarity of
purpose.
The only "excellent" grade in usability was awarded to Dentons. Irwin Mitchell, Linklaters and
Squire Sanders received "good" grades.
It's worth noting that Bird & Bird's re-designed website benefits from simplified navigation,
something that is badly needed in the sector. Their announcement about the re-design confirms
that "'practice areas' and 'sectors' are now combined under a new item called 'expertise'."
Also, we could find little evidence of modern usability techniques that aid the "cognitive ease" of
visitors. Only Berwin Leighton Paisner, Dentons and Holman Fenwick Willan are using transitional
animations.
Over to Rory Sutherland, writing in Wired magazine: "the cognitive burden of using any unfamiliar
website is really quite high. A site you have used 20 times in the last year can be used with a degree
of unconscious fluency - whereas a new site requires painful, conscious mental effort, generating
uncertainty and doubt."
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Note Bird & Bird's simple website navigation
P 27
ENGAGEMENT: USABILITY
LEGAL SECTOR DIGITAL BENCHMARK©FOR MORE INFORMATION, CONTACT US: [email protected] • +44 (0)20 7407 7666
Dentons
Irwin Mitchell
Linklaters
Squire Sanders
Allen & Overy
Ashurst
Bird & Bird
Clyde & Co
CMS Cameron McKenna
DWF
Eversheds
Herbert Smith
Hogan Lovells
Macfarlanes
Norton Rose
Pinsent Masons
Simmons & Simmons
King & Wood Mallesons - SJ Berwin
Withers
Addleshaw Goddard
Berwin Leighton Paisner
Clifford Chance
DLA Piper International
Freshfields Bruckhaus Deringer
Holman Fenwick Willan
Taylor Wessing
Wragge & Co
Field Fisher Waterhouse
Slaughter & May
DAC Beachcroft
weak excellent
Usabilty score, out of 5
P 28
CONTENT SPOTLIGHT: LAWYER FINDER TOOL
LEGAL SECTOR DIGITAL BENCHMARK©FOR MORE INFORMATION, CONTACT US: [email protected] • +44 (0)20 7407 7666
Irwin Mitchell
Pinsent Masons
Berwin Leighton Paisner
DAC Beachcroft
Dentons
DLA Piper International
DWF
Freshfields Bruckhaus Deringer
Herbert Smith
Linklaters
Macfarlanes
Norton Rose
Simmons & Simmons
Slaughter & May
Squire Sanders LLP
Taylor Wessing
Withers
Wragge & Co
Addleshaw Goddard
Allen & Overy
Ashurst
Bird & Bird
Clifford Chance
Clyde & Co
Holman Fenwick Willan
King & Wood Mallesons - SJ Berwin
CMS Cameron McKenna
Eversheds
Field Fisher Waterhouse
Hogan Lovells
weak excellent
Lawyer finder tools are central to firm websites, reflecting the importance of the human connection.
All 30 websites in our study employ a lawyer finder tool, but some, of course, are better than others. Since 2012, our expectations have risen and the number of tools considered to be "excellent" has
dropped from 10 to two. Irwin Mitchell and Pinsent Masons' finder tools reached the "excellent" grade. Sixteen websites reached the "good" grade. All but six finder tools are using search boxes to
make locating a lawyer easier, however only 13 tools employ useful filters after results are shown.
Lawyer finder tools, scores out of 5
Berwin Leighton Paisner
P 29
CONTENT SPOTLIGHT: LAWYER FINDER TOOL
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IM's tool is friendly, clear and capable
Irwin Mitchell PM's tool makes it easy to search
Pinsent MasonsBLP's tool is colourful and clear, but we'd like to see improved results filtering
Bird & Bird
P 30
CONTENT SPOTLIGHT: GRADUATE RECUITMENT
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A&O's stylish introduction to the firm
Allen & OveryHSF's colourful pages Stylish segmentation from Bird & Bird
Herbert Smith Freehills
Competition is fierce for the best trainees, so many law firms fund separate graduate recruitment websites, designed
specifically for students.
Three of our favourite recruitment resources, that received points for style, are:
P 31
CONVERSION: CALLS-TO-ACTION & MORE
LEGAL SECTOR DIGITAL BENCHMARK©
"...the heuristics that in�uence and, at times,
determine our actions operate on us at a purely
unconscious level."Rory Sutherland
on behavioural economics, Wired
When researching the steps that the 30 websites in our study are taking to turn visitors into customers, we looked beyond on-page "calls to action", to search for evidence of psychological factors such as the use of reciprocity, social proof and "liking".
As we highlighted in our 2012 legal study, "Some law firms may feel that
’laying out their stall’ is a little unseemly, but surely that's no excuse for not
communicating clearly. Few of the websites we examined excelled at
signposting their sections or ‘calls to action’, for new business and
newsletters."
It's now 2014 and little has changed - only Berwin Leighton Paisner, Pinsent Masons and King &
Wood Mallesons-SJ Berwin receive "good" grades for their website conversion efforts.
Within their "Sector" pages, only Berwin Leighton Paisner's and Irwin Mitchell's websites are
displaying decent calls to action. Although all but five websites make it easy to "get in touch" by
displaying contact links, only 11 sites are supplying sufficient "social proof" - the evidence of
expertise that reassures and engages potential customers.
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P 32
CONVERSION: CALLS-TO-ACTION & MORE
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Berwin Leighton Paisner
Pinsent Masons
King & Wood Mallesons - SJ Berwin
Ashurst
Cli�ord Chance
CMS Cameron McKenna
Dentons
DLA Piper International
DWF
Field Fisher Waterhouse
Holman Fenwick Willan
Irwin Mitchell
Macfarlanes
Slaughter & May
Addleshaw Goddard
Allen & Overy
Bird & Bird
Eversheds
Herbert Smith
Hogan Lovells
Linklaters
Norton Rose
Simmons & Simmons
Wragge & Co
Clyde & Co
DAC Beachcroft
Squire Sanders LLP
Withers
Fresh�elds Bruckhaus Deringer
Taylor Wessing
weak excellent
Scores for Conversion efforts, out of 5
King & Wood Mallesons - SJ Berwin
P 33
CONVERSION: CALLS-TO-ACTION & MORE
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BLP display eye-catching calls-to-action
Berwin Leighton PaisnerLots of links to evidence of expertise on Pinsent Masons' website
Pinsent MasonsArticle pages display the photos of their authors on the King & Wood Mallesons website - making it easier for visitors to connect with the firm
"Information is increasingly being distributed and presented in real-time
streams instead of dedicated Web pages... Web companies large and small
are embracing this stream. The stream is winding its way throughout the Web and
organizing it by nowness."Erick Schonfeld
Tech Crunch
"Websites of the past were built around content, but websites of the future will be
built around people. They will be highly tailored, personalised and focused on
your interests and your friends."
Product DesignerAttributed to Paul Adams
As it is cheaper to keep a customer than it is to attract a new one, law firms should be working hard to keep their clients satisfied, to give them reasons to return with an on-going dialogue.
When evaluating law firm online "loyalty" activity, we looked for a variety
of habit-forming elements that encourage return visits and on-going
engagement.
Across the 30 sites in our study, none reached "excellent" or "good" grades for their
long-term engagement activity. Seven firms reached the "average" grade; Allen & Overy,
Bird & Bird, Dentons, DWF, Hogan Lovells, Simmons & Simmons and Wragge & Co.
Though 17 websites are using social media share buttons - which makes spreading the word
a little easier, only six sites are making it easy to sign up for newsletters. None of the 30 are
using automated personalisation to customise the visitor experience. Bird & Bird is the only
website that includes its Twitter stream on its sector pages, which is at least a nod to
"nowness". Sector news is a good reason for clients to return to firm websites, but only eight
sites are presenting sector news effectively, and only four make it easy to learn more about
their client tools.
In the months we've been monitoring these thirty websites no customer surveys have slid
into view asking us to rate the experience. It's almost as if law firms don't care about the
opinions of their website visitors.
P 34
LOYALTY: LONG TERM ENGAGEMENT ACTIVITY
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Bird & Bird
Dentons
DWF
Hogan Lovells
Simmons & Simmons
Wragge & Co
Allen & Overy
Berwin Leighton Paisner
CMS Cameron McKenna
Pinsent Masons
DAC Beachcroft
Eversheds
Herbert Smith
Holman Fenwick Willan
Irwin Mitchell
Norton Rose
King & Wood Mallesons - SJ Berwin
Squire Sanders LLP
Taylor Wessing
Addleshaw Goddard
Ashurst
Clifford Chance
Clyde & Co
DLA Piper International
Field Fisher Waterhouse
Freshfields Bruckhaus Deringer
Linklaters
Macfarlanes
Slaughter & May
Withers
weak excellent
Loyalty activity, scored out of 5
LOYALTY: LONG TERM ENGAGEMENT ACTIVITY
Pinsent Masons
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One of the only websites to display their Twitter stream
Bird & BirdMaking it easy to sign up for newsletters
DWF PM's Out-Law encourages long-term engagement
LOYALTY: LONG TERM ENGAGEMENT ACTIVITY
"Social media is like going to a party... Give information, be funny at times, engage,
THEN talk about yourself."
Kristine SchachingerConsultant
"A survey of the UK's top 101 law �rms shows that over half of �rms have won
business as a direct result of social media engagement. However, less than a quarter
of those questioned had fully integrated their social media strategy into their wider
marketing and PR plan, which suggests that there is still much work to do before law
�rms are able to get the most value out of social media engagement"
Byfield ConsultancyOctober 2013
As every firm in our study has signed up for Twitter (although @slaughterandmay doesn't tweet), it's a good place to measure the quality of their conver-sations with potential and existing clients. High numbers of re-tweets and replies indicate that the account's communications are well received and engaging - re-tweets spread the firm's messages and can keep the firm front-of-mind.
DLA Piper International operates the most followed Twitter account, with
14,500 followers. The account tweets around twice a day, and receives
approximately 62 retweets per 100 tweets.
With Irwin Mitchell's focus on personal legal services it's perhaps not suprising that their Twitter
account receives the most number of re-tweets; 252 per 100 tweets.
Freshfields Bruckhaus Deringer is in second place for numbers of retweets; 202 per 100 tweets,
despite only having 4,900 followers.
It's also interesting that Freshfields Bruckhaus Deringer's engaging account does not tweet every
day. In contrast, Taylor Wessing tweet, on average, three times per day, the most of any firm in
our study, and receives 46 re-tweets per 100 tweets.
Lawyers have a "kind of auto-censorship", said Stephanie Bonnet, Linklaters' head of online
communications, when interviewed by The Times. "However, I am confident that lawyers are less
likely than most to come off the social media rails. It is more of a problem making lawyers
engaged and more human than the reverse. I tell the firm that there are more opportunities than
risks with social media."
P 37
LOYALTY: TWITTER PERFORMANCE
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Comparisons refer to firm’s core Twitter accounts. One account per firm. Data gathered in December 2013.
P 38LEGAL SECTOR DIGITAL BENCHMARK©FOR MORE INFORMATION, CONTACT US: [email protected] • +44 (0)20 7407 7666
LOYALTY: TWITTER PERFORMANCE
Irwin M
itchell
Clifford Chance
Freshfields Bruckhaus Deringer
Norton Rose
Linklaters
Allen & O
very
Bird & Bird
Wragge &
Co
Dentons
Berwin Leighton Paisner
Clyde & Co
DW
F
Pinsent Masons
King & W
ood Mallesons - SJ Berw
in
DAC Beachcroft
Herbert Sm
ith
Addleshaw G
oddard
DLA Piper International
Holm
an Fenwick W
illan
Ashurst
Hogan Lovells
Eversheds
Taylor Wessing
Withers
Slaughter & M
ay
Macfarlanes
Field Fisher Waterhouse
Simm
ons & Sim
mons
CMS Cam
eron McKenna
Squire Sanders
250
200
50
100
150
0
Approximate number of re-tweets (per 100 tweets)Approximate number of Twitter followers
Average number of Tweets per day (approximate)
13,700 4,900 14,400 7,200 876 3,500 2,000 1,600 1,200 4,700 1,200 878 4,200 2,300 763 14,500 2,000 8,900 2,000 5,100 3,600 2,000 3,700 2,400 2,700 764462450 665 0
1.6 0.3 0.3 0.2 2 0.2 1.6 0.8 0.6 0.2 0.3 0.3 0.3 1.1 0.9 2 0.5 1.9 1.6 3 0.3 1 0.4 1.4 0.5 0.50.10.2 1 0
252
202
191
153
137
123
119
114
111
102
88 88 85
71 71
62
59
51
47 46 45
42
35 34 33 30
13 11 8
0
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LOYALTY: POPULAR LEGAL CONTENT
Numbers of external domain web-links are another way to gauge levels of appreciation for a firm's website. It's a blunt metric, but if content is valued, other websites will link to it, indicating that it is a valuable resource, encouraging return visits and a more visible place on search engines.
For all 30 websites in our study, their homepages are the pages that attract the most domain
links (multiple links from the same external website are only counted as one domain link).
DLA Piper International's homepage attracts the most domain links; 1951. Next in line is
Dentons' homepage with 1669 domain links, then Hogan Lovells - 1334.
It's when we look beyond the homepages, for content that isn't about careers or office locations
that this metric become interesting. Although the websites in our study are filled with "content",
very little of it attracts large numbers of links. The exception, of course, is for Irwin Mitchell's
consumer information; 144 domain links for its "Head, Spinal Cord & Other Serious Injury
Claims" page, 120 domain links for its "Work Accident Compensation Claims" page.
But on the other sites there's not much "legal content" that attracts links. If you're looking for
inspiration, there are 37 domain links for Hogan Lovells' page about Christopher Wolf (that
features his latest written articles), 34 domain links for Taylor Wessing's Global IP Index 2013,
and 32 domain links for Field Fisher Waterhouse's personal injury site (now moved). King &
Wood Mallesons' page about Investment funds has attracted 11 domain links, Holman Fenwick
Willan's page about The UNFCCC’s Durban platform has attracted seven domain links.
For the websites of the leading law firms in the UK, there's still an opportunity to create
compelling, useful content that will help to build relationships with their potential and existing
clients.
TW’s Global Intellectual Property Index has attracted links from 34 external domains
Taylor Wessing
P 40LEGAL SECTOR DIGITAL BENCHMARK©FOR MORE INFORMATION, CONTACT US: [email protected] • +44 (0)20 7407 7666
LOYALTY: POPULAR LEGAL CONTENT
Addleshaw Goddard
Allen & Overy
Ashurst
Berwin Leighton Paisner
Bird & Bird
Clifford Chance
Clyde & Co
CMS Cameron McKenna
DAC Beachcroft
Dentons
DLA Piper International
DWF
Eversheds
Field Fisher Waterhouse
Freshfields Bruckhaus Deringer
Herbert Smith
Hogan Lovells
Holman Fenwick Willan
Irwin Mitchell
King & Wood Mallesons - SJ Berwin
Linklaters
Macfarlanes
Norton Rose
Pinsent Masons
Simmons & Simmons
Slaughter & May
Squire Sanders LLP
Taylor Wessing
Withers
Wragge & Co
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
Home
228
1153
369
385
645
1307
443
284
291
1669
1951
432
709
405
899
632
1334
252
600
296
740
137
1102
709
473
246
404
558
235
274
Page title of 1st most popular page, by
number of external domain backlinks
Approximate number of
domain links
Grad careers
People
Publications
Trainees
About
Careers
Offices adress
Poland office
Scotland office
Careers
UK home
People
European locations
Personal injury site (moved)
German site
Careers
Christopher Wolf...
The UNFCCC’s Durban platform explained
Head, Spinal Cord & Other Serious Injury Claims
About us
Graduate careers
Careers
US homepage
Asia homepage
Graduate careers
Careers
Cleveland Offices Locations
German homepage
Careers
Graduate careers
20
75
36
36
14
29
12
21
10
14
214
17
42
32
60
16
37
7
144
13
37
22
737
8
16
21
6
61
8
11
Page title of 2nd most popular page, by
number of external domain backlinks
Approximate number of
domain links
Responsibility
Locations
Trainees
Report
Careers
Responsibility
Offices
Bulgaria office
Careers
Canadian homepage
US home
News
Irish office
Cookie advice
Trainees
Justin D'Agostino
German site
Graduate careers
Work Accident Compensation Claims
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