“Website Design in the Era of Marketing Automation” at the LMA Tech Conference in San Francisco
Robert Algeri, partner at Great Jakes, presented at the 2016 Legal Marketing Technology Conference West on October 6. His topic was, “Website Design in the Era of Marketing Automation.”
During the 10-minute “TED-like” talk, Robert described how marketing automation tools can offer legal marketers powerful, actionable user-tracking data. He also discussed how this new technology comes with a catch: you just can’t tack it onto any old website and expect it to yield actionable business development data. In order for marketing automation to be effective, your website needs to be specially designed to measure the intent of your visitors.
Robert’s discussion touched on a variety of ways in which law firm websites should be optimized to properly take advantage of marketing automation tools, including:
- Ways to eliminate dead ends and maximize the amount of data gathered
- Increasing user-engagement through “suggested content” teasers, similar to NYTimes.com
- Integrating blogs into firm websites to maximize trackability
Slides from his presentation can be found at the link below.