Features and Opinion – Page 2
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FeatureScreen 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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FeatureShuffle 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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FeatureThe 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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FeatureSearch 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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FeatureMixing 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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FeatureOnwards 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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FeaturePick 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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FeatureThe 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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FeatureChoice 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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FeatureSliced 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
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FeatureThe highest bidder?
Pay-per-click advertising is now a key part of marketing for law firms, but should you also consider bidding on your competitors’ keywords? Susan Hallam looks at the benefits and risks
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FeaturePiece of cake
Many law firms focus far more on winning new clients – getting a bigger slice of the cake – than getting new business from existing clients – baking a bigger cake. Joe Reevy explains how to use customer relationship management to build an effective cross-selling process for your firm
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FeatureWindow of opportunity
Gavin Ward explains how firms can use their websites and online presence to grow the reputation of their solicitors, practice areas and sector groups, acquire new clients from the internet, and ultimately succeed online
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FeatureThe main event
Events can help you promote your firm to new and existing clients, and build relationships – but only if you do it well. Annaliese Fiehn provides her top tips for planning an event
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FeatureSite for sore eyes
If you’re looking to relaunch your firm’s website, or develop a site for a new firm, you need to know the common pitfalls to avoid, to give you the best chance of success. Sue Bramall and Peter Wright offer some real-life cautionary tales
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FeatureIn the Manager's Chair: Spinning plates
Duncan Wood talks to Ann Harrison, chairwoman of Stephensons and member of the Law Management Section committee, about juggling multiple roles, presiding over a period of impressive organic growth, and making plans for the future
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FeatureTurning the conversation
From social media to review sites, there are conversations going on out there about your business. You need to know how to react when one of those turns negative, so you can avoid lasting damage to your online reputation. David Gilroy explains
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FeatureDefying conventional wisdom
Partner Jeremy Holt discusses growing and running a law firm, according to ‘conventional wisdom’.
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FeatureSpread the word
Law firms are increasingly recognising the value of content marketing to showcase their expertise, but there is no point writing great content if it cannot be found by potential clients. Gavin Ward provides his 10 top tips for effective online content distribution
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