Having worked in the digital arena for the past 20 years, I’ve seen many organisations from a wide range of industry sectors embrace digital innovation recognising the need to adapt to changing consumer demands. Taking them along this ‘digital transformation’ journey can sometimes be quite a challenging process, yet essential if they are to successfully compete with rivals in the future.
One sector that has been relatively slow to embrace technical innovation is the legal sector – perhaps due to their very nature of being cautious and adverse to risk taking.
But what is today’s digitally savvy client looking for?
Gone are the days where clients used to rely on their local law firm to handle all aspects of their business, today’s client spends time carefully researching firms who specialise in their area of interest no matter where their location. To that end, it’s vital during the search and select process your legal skill sets shine brighter than your competitors. A well thought out digital strategy will take this into account optimising SEO through organic or paid search ensuring your firm is at the top of the SERP’s page when appropriate keywords are entered.
Once a new client lands on your site, it’s important they receive an experience that’s second to none. It goes without saying that having a creative, well-designed and responsive website with smooth navigational flow and clear call to actions will enhance their experience and the likelihood of them returning. What sets your website apart from competitors however is its ability to display personalised, relevant content to each returning client shaping their experience while building trust and credibility in your brand. Marketing automation ensures continued communication with that client sharing regular updates, documents and news that will be of interest at just the right moment.
Crucially, capturing both implicit and explicit client data as they browse your site is vital, allowing you to create ‘client persona’s’ that help you to understand their needs and refine their online journey. And by adding lead scores to each persona will help identify hot opportunities that require immediate contact or clients that need further engagement and nurturing.
How do you make all this happen?
The answer lies in ensuring complete system integration. By bringing all your systems together into one central solution you’ll ensure all online activity is recorded, updated, managed and accessible to all those who need it whether working in the office or remotely. Functionally rich platforms such as Kentico’s all in one CMS and online marketing solution allows you to do just that. From creating fresh website content using easy workflow management to initiating integrated marketing campaigns using web, email, social media and much more you’ll be able to track and measure client activities making adjustments to your digital strategy as necessary.
Even though the thought of migrating pages of legal content from numerous standalone systems into one solution is a daunting prospect there’s no doubt upgrading your existing systems into a centrally managed solution will bring a wealth of new opportunities to the firm – and it doesn’t have to be a costly headache.
The worst thing you can do is ignore the advancement of digital technology, it’s only going to become more refined and if you’re not ready or agile enough to change you may find yourself at the bottom on the pile while other more innovative legal firms prosper.