Websites and why HIP replacements are overdue

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Is your firm’s web site still offering home information packs? A pat on the back if not. But I see a lot of firms’ websites, and I’m still coming across many that have not been updated since the demise of HIPs several months ago.I’m sure if it were a sign outside the office building, or a leaflet in reception, it would have gone the day of the announcement. If the web is seen as offering solicitors the prospect of future business success, why are web sites managed so haphazardly?

Underlying this observation is the continuing problem of turning marketing management into action. Many aspects of marketing management are left to partners or staff with only occasional reporting responsibilities. Often firms just hand their websites, newsletters or promotions over to a supplier to sort out for them, in the hope that will solve the marketing question.

While I would encourage firms to use outside help for things like marketing, IT and HR, there remains a need for the firm to actively manage these essential parts of their business.

For marketing, web sites and promotions, the standard business decision of ‘make or buy’ presumes that the firm understands what it is they need.

Since making your own website is no longer a sensible option, you need to understand questions like: why do you have a website? What is it intended to do and what return on the investment do you expect?

Most importantly, given the current and future competitors in the legal services market, is the question, how does this website help our current and future clients gain the benefits of our services? With answers to these and other questions you are more likely to get a useful and effective website. Without that thinking you’re likely to get what the website company wants to sell you.

Taking that ‘customer view’ is an essential part of planning, making, delivering a website alongside most of the maintenance. This is where a good website firm can help you.

However, you also need to think of how the website will be integrated with the fee-earners in your firm. Spending a lot of money on SEO (search engine optimisation) and PPC (pay per click) advertising will be mostly wasted if the enquiries it generates are not easily picked-up by the fee-earners or staff that can turn them into paying clients.

Your firm’s website can perform many useful and often vital promotional function, be sure it’s kept up-to-date. Remember that in this arena, your competitors are just a click or two away and there’ll be a lot more of them soon.