In her piece Law Firm Websites and Beyond: How to Win and Retain Business, published on the Hildebrandt Institute blog, Marianne Purzycki wrote a great summary of the recent Hubbard One report Building Relationships with Global General Counsel. The study “highlights the continuing importance of law firm websites as well as the use of newer social media tools.”
Marianne’s summary parses out the best bits of the report, but one part that she highlighted jumped off the page for me.
“In terms of the most often viewed sections of a firm website, survey respondents spent the most time looking at lawyer and staff profiles.”
Not surprising! In a similar study that we did in 2010, we found that 56% of the traffic on a law firm website is accessing the attorney profiles.
It’s clear that attorney bios have an increasingly important role in legal marketing. In light of the above, have law firms gotten the message? Are they beginning to put the appropriate thought (and resources) into improving bios? I would love to hear your thoughts.
{ 3 comments… read them below or add one }
This is a great post providing information on the page of the website that receives the most time being viewed. I had no idea that many people focus on the attorney bios. This will help many law firms in the future, since they know that potential clients focus on that particular page of the website.
<a href="http://www.californiaattorneysatlaw.com/ Lawyers Santa Rosa
This is a great post providing information on the page of the website that receives the most time being viewed. I had no idea that many people focus on the attorney bios. This will help many law firms in the future, since they know that potential clients focus on that particular page of the website.
Lawyers Santa Rosa
These stats are even more tilted in our own web analytics. It’s time for us, as marketers, to stop trying to direct so much traffic to the content we prize most and to shift our strategies to create messaging around where the crowd is gathering already.