Features and Opinion
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FeatureFuture proof
Michelle Howard discusses how you can future proof your firm by building brand value for your clients
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An unfair disadvantage
Victoria Moffatt analyses how women have been disproportionately affected by COVID-19 and speaks to lawyers about their experiences working from home.
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Press play
Victoria Moffatt explains how law firm leaders can harness the power of media relations to market their firms and increase their reach
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First impressions count
What makes a strong and effective law firm website? Nick Francis provides a simple guide to assessing your site and identifying areas for improvement, to make sure your site showcases your firm and helps you win clients
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Content is king
Many of the traditional channels for business development were shut down or limited in the pandemic. Douglas McPherson looks at how to use one channel always open to law firms: content marketing
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Preparing for submissions season
Love them or loathe them, the legal directories are here to stay. Victoria Moffat explains how law firms should go about preparing for submission season
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Here comes the rain again
Bob Spence looks at how to restart your rainmaking activities post-lockdown, including how to prioritise your business development efforts, and how to restart stagnant conversations with clients and prospects
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Lights, camera, action!
Ben Trott looks at the rise of video content for law firms under lockdown, and what you can learn to deliver effective, useful content which supports your clients and bolsters your firm’s reputation
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Virtuous circle
Nick Jarrett-Kerr looks at how professionals can break into the circle of trust with clients and colleagues, including in a time of social distancing
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Screen capture
Clients and prospects are now used to using webcams and teleconferencing software for meetings – and are unlikely to change their habits after lockdown. Bob Spence looks at how rainmakers can use technology to conduct effective business development online
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The eye of the beholder
You may think you can change your brand by changing your logo, but brand is far more about how clients and staff – both current and potential – perceive you. Ben Trott looks at how to understand and influence your firm’s brand
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Shuffle the cards
Exchanging business cards at networking events is part of most law firms’ business development activity. Bob Spence looks at why this may not be the best use of time, and how else you can build your network and win new business
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Search and rescue
Ben Trott provides a beginner’s guide to search engine optimisation – what it is, how it can help you win new clients, and the pitfalls to watch out for
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Mixing it up
Do you know how to influence a potential client’s decision-making process so they choose you over a competitor? Neil Quantick looks at what law firms can learn from two key marketing theories: the buyer decision process and the marketing mix
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Onwards and upwards
Accountancy firms of all sizes are looking to build up their legal offerings. But will this challenge mid-sized law firms, or drive new ways of working together? And what effect will proposed regulatory changes have? Grania Langdon-Down investigates
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Pick and choose
What’s the right option for marketing in your firm? Should you have a marketing committee or make a single partner responsible? Should you appoint internally, recruit or outsource? Sue Bramall provides her top tips
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The client is king
How can you kickstart your firm’s growth in 2019? Emma Massingham offers a five-step plan for success through focusing on your targets and clients
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Choice morsels
Barry Wilkinson reviews a recent book on how to become the firm of choice, which takes the innovative approach of presenting its lessons through a case study of a firm wanting to make radical change
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Sliced and diced
Larry Cattle looks at the value of small insights gained from research with your potential and current clients, and how it can make a big difference to client attraction and retention
