Allen Matkins website, www.allenmatkins.com, which was over 8 years old, did not adequately support the elements of a modern website such as:
- Rich media including video
- Features for Search Engine Optimization (SEO)
- Social Media
The goal of the site was to create a state-of-the-art law firm website that would serve as the digital hub for all online marketing activities.
The specific strategic goals of our website redesign were to:
- Communicate the brand of the firm which is friendly, accomplished, connected and business-savvy,
- Stress the individual over the firm by highlighting the attorneys through attorney micro sites and content,
- Highlight the firm’s content – blogs, legal alerts, newsletters, educational information, and videos – to drive traffic to the site.
The firm’s goal has been focused on producing quality content to drive online visibility. The firm produces over 600 pieces of content each year. This includes over 350 blog entries, 40 email newsletters, 40 press releases, 100 press mentions, 50 articles and legal alerts, 100 events and 75 videos. The purpose of the website was to highlight this content and make it accessible to the firm’s target audiences.
The technical goals included creating strong search engine optimization by including this content as internal links throughout the site. Since Google and other search engines determine the importance of pages by the number of links that point to them as well as by how frequently those pages are updated, the site is designed to ensure that each new piece of content builds the link equity of the site.
For example, for a real estate video alert, not only would the alert appear in the publications section of the site, but it would appear:
- As related content on all 100 real estate attorney micro sites – approximately 350 pages.
- As related content on the real estate pages of the site – approximately 25 pages.
- On important pages of the site including the home page and the publications page.
The firm employed a design agency for the web design, a web integrator to build the site and a writer to assist with editing. All marketing managers worked with practice groups and attorneys to develop content. The firm has also been developing videos using an external videographer. Design took 6 months followed by implementation over 11 months. The site has over 4,000 pieces of content and over 100 videos and presentations.
LMA is the The Authority for Legal Marketing. A not-for-profit professional organization founded in 1985, LMA serves the needs and maintains the professional standards of the men and women involved in marketing, business development, client service and communications within the legal profession. LMA also is a resource for practicing attorneys and law firm leaders who want to develop their practices and gain competitive advantage.