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The Survey of Law Firm E-Marketing Practices Product Image

The Survey of Law Firm E-Marketing Practices

  • ID: 444570
  • October 2006
  • 120 Pages
  • Primary Research Group

This study is based on a survey of 40 law firms with a mean size of 211 lawyers; data is broken out by size of law firm (by number of total lawyers) and by number of practice groups. Some data is also presented on a per partner basis, such as spending on website development, per partner. In each firm a major marketing official answered questions regarding editorial staff, website development and marketing, use of blogs, listservs, eNewsletters and other cyberspace promotion and information vehicles.

The report presents hard data on the use of search engine placement consultants, click through rates on eNewsletters, number of unique visitors to the firm website, and presents data on law firm spending plans for a broad range of eMarketing vehicles. The report presents hard data on law firm use of opt-in email, banner ads, website sponsorship, per click payments to Google, Yahoo, MSN and Overture, and much more.

The study also discusses the impact of web-based press release distribution services and presents data on the number of law firms that use, and plan to use such services.

In addition to examining the prevailing methods of eMarketing, the report looks at law firm intentions in emerging eMarketing methods such as podcasting, webcasting and streaming video, among others. The report presents quantitative assessment data on the usefulness of specific online directory sites such as Law.com, Findlaw.com and Superpages.com. and others.

The report presents data on use of outsourcing for website development and marketing, as well as staffing benchmarks and data on the use of RSS feeds and website usability studies.

LIST OF PARTICIPANTS

TABLE OF CONTENTS

HIGHLIGHTS OF MAIN FINDINGS

QUANTITATIVE DATA ABOUT THE SAMPLE

1. CHAPTER ONE: CONTENT DEVELOPMENT AND EDITORIAL EMPLOYEES

1.1. Mean, Median, Minimum and Maximum Number of Writers and Editors Employed by the Firm
1.2. Mean, Median, Minimum and Maximum Number of Writers and Editors Employed by the Firm, Broken Out by Number of Distinct Practice Groups in the Firm

1.3. Mean, Median, Minimum and Maximum Number of Writers and Editors Employed by the Firm, Broken Out by The Number of Lawyers in the Firm

1.4. Mean, Median, Minimum and Maximum Number of Proofreaders Employed by the Firm

1.5. Mean, Median, Minimum and Maximum Number of Proofreaders Employed by the Firm, Broken Out by Number of Distinct Practice Groups in the Firm

1.6. Mean, Median, Minimum and Maximum Number of Proofreaders Employed by the Firm, Broken Out by The Number of Lawyers in the Firm

1.7. Trend in the Firm's Spending on Editorial Staff

1.8. Trend in the Firm's Spending on Editorial Staff, Broken Out by Number of Distinct Practice Groups in the Firm

1.9. Trend in the Firm's Spending on Editorial Staff, Broken Out by The Number of Lawyers in the Firm

1.10. Percentage of Firms that Hire Freelancers to Produce Editorial Content

1.11. Percentage of Firms that Hire Freelancers to Produce Editorial Content, Broken Out by Number of Distinct Practice Groups in the Firm

1.12. Percentage of Firms that Hire Freelancers to Produce Editorial Content, Broken Out by The Number of Lawyers in the Firm

2. CHAPTER TWO: POLICIES ON USE OF BLOGS

2.1. Percentage of Firms that Publish Blogs

2.2. Percentage of Firms that Publish Blogs, Broken Out by Number of Distinct Practice Groups in the Firm

2.3. Percentage of Firms that Publish Blogs, Broken Out by The Number of Lawyers in the Firm

2.4. Mean, Median, Minimum and Maximum Mean Number of Blogs Maintained Per Firm

2.5. Mean, Median, Minimum and Maximum Mean Number of Blogs Maintained Per Firm, Broken Out by Number of Distinct Practice Groups in the Firm

2.6. Mean, Median, Minimum and Maximum Mean Number of Blogs Maintained Per Firm, Broken Out by The Number of Lawyers in the Firm

2.7. Percentage of Firms that Publish a Blog Specifically for Marketing Purposes

2.8. Percentage of Firms that Publish a Blog Specifically for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm
2.9. Percentage of Firms that Publish a Blog Specifically for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm

2.10. Percentage of Firms that Surf and Respond to Existing Blogs for Marketing Purposes

2.11. Percentage of Firms that Surf and Respond to Existing Blogs for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm

2.12. Percentage of Firms that Surf and Respond to Existing Blogs for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm

2.13. Law Firm Spending Plans to Develop Blogs as Promotional Vehicles
2.14. Law Firm Spending Plans to Develop Blogs as Promotional Vehicles, Broken Out by Number of Distinct Practice Groups in the Firm
2.15. Law Firm Spending Plans to Develop Blogs as Promotional Vehicles, Broken Out by The Number of Lawyers in the Firm

3. CHAPTER THREE: WEBSITE STRATEGIES

3.1. Percentage of Firms that Have a Website

3.2. Law Firm Management Practices for Last Major Revision of the Firm's Website

3.3. Law Firm Management Practices for Last Major Revision of the Firm's Website, Broken Out by Number of Distinct Practice Groups in the Firm

3.4. Law Firm Management Practices for Last Major Revision of The Firm's Website, Broken Out by The Number of Lawyers in the Firm
3.5. Mean, Median, Minimum and Maximum Law Firm Total Spending (In $) for Consultants or Freelancers for the Last Major Revision of The Firm's Website
3.6. Mean, Median, Minimum and Maximum Law Firm Total Spending (In $) for Consultants or Freelancers for the Last Major Revision of The Firm's Website, Broken Out by Number of Distinct Practice Groups in the Firm

3.7. Mean, Median, Minimum and Maximum Law Firm Total Spending (In $) for Consultants or Freelancers for the Last Major Revision of The Firm's Website, Broken Out by The Number of Lawyers in the Firm

3.8. Use of Webmasters

3.9. Use of Webmasters, Broken Out by Number of Distinct Practice Groups in the Firm

3.10. Use of Webmasters, Broken Out by The Number of Lawyers in the Firm

3.11. Percentage of Firms that have Ever Conducted a Formal Usability Study of the Firm's Website

3.12. Percentage of Firms that have Ever Conducted a Formal Usability Study of the Firm's Website, Broken Out by Number of Distinct Practice Groups in the Firm

3.13. Percentage of Firms that have Ever Conducted a Formal Usability Study of the Firm's Website, Broken Out by The Number of Lawyers in the Firm

3.14. Percentage of Firms that have Conducted a Formal Usability Study of the Firm's Website that Used Consultants to Conduct the Study

3.15. Percentage of Firms that have Conducted a Formal Usability Study of the Firm's Website that Used Consultants to Conduct the Study, Broken Out by Number of Distinct Practice Groups in the Firm

3.16. Percentage of Firms that have Conducted a Formal Usability Study of the Firm's Website that Used Consultants to Conduct the Study, Broken Out by The Number of Lawyers in the Firm

3.17. Percentage of Law Firm Websites that Offer RSS Feeds so that End Users Can be Automatically Sent Information and News Releases from the Firm

3.18. Percentage of Law Firm Websites that Offer RSS Feeds so that End Users Can be Automatically Sent Information and News Releases from the Firm, Broken Out by Number of Distinct Practice Groups in the Firm

3.19. Percentage of Law Firm Websites that Offer RSS Feeds so that End Users Can be Automatically Sent Information and News Releases from the Firm, Broken Out by The Number of Lawyers in the Firm

3.20. Mean, Median, Minimum and Maximum Number of Unique Visitors Per Month to the Law Firm Website

3.21. Mean, Median, Minimum and Maximum Number of Unique Visitors Per Month to the Law Firm Website, Broken Out by Number of Distinct Practice Groups in the Firm

3.22. Mean, Median, Minimum and Maximum Number of Unique Visitors Per Month to the Law Firm Website, Broken Out by The Number of Lawyers in the Firm

4. CHAPTER FOUR: USE OF E-NEWSLETTERS

4.1. Percentage of Firms that Publish E-Newsletters

4.2. Percentage of Firms that Publish E-Newsletters, Broken Out by Number of Distinct Practice Groups in the Firm

4.3. Percentage of Firms that Publish E-Newsletters, Broken Out by The Number of Lawyers in the Firm

4.4. Mean, Median, Minimum and Maximum Mean Number of E-Newsletters Maintained Per Firm

4.5. Mean, Median, Minimum and Maximum Mean Number of E-Newsletters Maintained Per Firm, Broken Out by Number of Distinct Practice Groups in the Firm

4.6. Mean, Median, Minimum and Maximum Mean Number of E-Newsletters Maintained Per Firm, Broken Out by The Number of Lawyers in the Firm

4.7. View of Email Newsletters as a Marketing Vehicle for the Firm

4.8. View of Email Newsletters as a Marketing Vehicle for the Firm, Broken Out by Number of Distinct Practice Groups in the Firm

4.9. View of Email Newsletters as a Marketing Vehicle for the Firm, Broken Out by The Number of Lawyers in the Firm

4.10. Percentage of Law Firms that Use Software for E-newsletters that Enables them to Track How Many Recipients Open or Read the Newsletters

4.11. Percentage of Law Firms that Use Software for E-newsletters that Enables them to Track How Many Recipients Open or Read the Newsletters, Broken Out by Number of Distinct Practice Groups in the Firm

4.12. Percentage of Law Firms that Use Software for E-newsletters that Enables them to Track How Many Recipients Open or Read the Newsletters, Broken Out by The Number of Lawyers in the Firm

4.13. "Open" or "Read" Rate of the Law Firm's E-Newsletters

4.14. "Open" or "Read" Rate of the Law Firm's E-Newsletters, Broken Out by the Number of Distinct Practice Groups in the Firm

4.15. "Open" or "Read" Rate of the Law Firm's E-Newsletters, Broken Out by the Number of Lawyers in the Firm

5. CHAPTER FIVE: USE OF LISTSERV'S

5.1. Percentage of Firms that Maintain Listservs or Newsgroups

5.2. Percentage of Firms that Maintain Listservs or Newsgroups, Broken Out by Number of Distinct Practice Groups in the Firm

5.3. Percentage of Firms that Maintain Listservs or Newsgroups, Broken Out by The Number of Lawyers in the Firm

5.4. Percentage of Law Firms that Sponsor Listservs Specifically to Market the FIrm

5.5. Percentage of Law Firms that Plan to Sponsor a Listserv Within the Next Two Years

5.6. Percentage of Law Firms that Plan to Sponsor a Listserv Within the Next Two Years, Broken Out by Number of Distinct Practice Groups in the Firm

5.7. Percentage of Law Firms that Plan to Sponsor a Listserv Within the Next Two Years, Broken Out by The Number of Lawyers in the Firm

5.8. Mean, Median, Minimum and Maximum Mean Number of Listservs Maintained Per Firm, Broken Out by Number of Distinct Practice Groups in the Firm

5.9. Mean, Median, Minimum and Maximum Mean Number of Listservs Maintained Per Firm, Broken Out by The Number of Lawyers in the Firm

6. CHAPTER SIX: USE OF OPT-IN EMAIL

6.1. Percentage of Firms that Use Opt-In Email Marketing

6.2. Percentage of Firms that Use Opt-In Email Marketing, Broken Out by Number of Distinct Practice Groups in the Firm

6.3. Percentage of Firms that Use Opt-In Email Marketing, Broken Out by The Number of Lawyers in the Firm

6.4. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm for Opt-In Email

6.5. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm for Opt-In Email, Broken Out by Number of Distinct Practice Groups in the Firm

6.6. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm for Opt-In Email, Broken Out by The Number of Lawyers in the Firm

6.7. Law Firm Spending Plans for Use of Opt-In Email for Promotional Purposes

6.8. Law Firm Spending Plans for Use of Opt-In Email for Promotional Purposes, Broken Out by Number of Distinct Practice Groups in the Firm

6.9. Law Firm Spending Plans for Use of Opt-In Email for Promotional Purposes, Broken Out by The Number of Lawyers in the Firm

7. CHAPTER SEVEN: USE OF BANNER ADS OR WEBSITE SPONSORSHIP

7.1. Percentage of Firms that Use Banner Ads or Website Sponsorship Advertising

7.2. Percentage of Firms that Use Banner Ads or Website Sponsorship Advertising, Broken Out by Number of Distinct Practice Groups in the Firm

7.3. Percentage of Firms that Use Banner Ads or Website Sponsorship Advertising, Broken Out by The Number of Lawyers in the Firm

7.4. Mean, Median, Minimum and Maximum Spending (In $) Per Firm for Banner Ads and Website Sponsorships

7.5. Mean, Median, Minimum and Maximum Spending (In $) Per Banner Ads and Website Sponsorships, Broken Out by Number of Distinct Practice Groups in the Firm

7.6. Mean, Median, Minimum and Maximum Spending (In $) Per Firm for Banner Ads and Website Sponsorships, Broken Out by The Number of Lawyers in the Firm

7.7. Law Firm Spending Plans for Banner Ads

7.8. Law Firm Spending Plans for Banner Ads, Broken Out by Number of Distinct Practice Groups in the Firm

7.9. Law Firm Spending Plans for Banner Ads, Broken Out by The Number of Lawyers in the Firm

7.10. Law Firm Spending Plans for Website Sponsorships

7.11. Law Firm Spending Plans for Website Sponsorships, Broken Out by Number of Distinct Practice Groups in the Firm

7.12. Law Firm Spending Plans for Website Sponsorships, Broken Out by The Number of Lawyers in the Firm

8. CHAPTER EIGHT: PAYMENTS FOR HIGHER SEARCH ENGINE PLACEMENT

8.1. Percentage of Firms that Have Made Payments to Search Engines for Higher Search Engine Placement

8.2. Percentage of Firms that Have Made Payments to Search Engines for Higher Search Engine Placement, Broken Out by Number of Distinct Practice Groups in the Firm

8.3. Percentage of Firms that Have Made Payments to Search Engines for Higher Search Engine Placement, Broken Out by The Number of Lawyers in the Firm

8.4. Mean, Median, Minimum and Maximum Spending (In $) Per Firm for Higher Search Engine Placement

8.5. Mean, Median, Minimum and Maximum Spending (In $) Per Firm for Higher Search Engine Placement, Broken Out by Number of Distinct Practice Groups in the Firm

8.6. Mean, Median, Minimum and Maximum Spending (In $) Per Firm for Higher Search Engine Placement, Broken Out by The Number of Lawyers in the Firm

8.7. Law Firm Spending Plans for Search Engine Placement

8.8. Law Firm Spending Plans for Search Engine Placement, Broken Out by Number of Distinct Practice Groups in the Firm

8.9. Law Firm Spending Plans for Search Engine Placement, Broken Out by The Number of Lawyers in the Firm

8.10. Percentage of Firms that have Ever Hired a Consultant to Advise on How to Appear Higher in Search Engine Rankings

8.11. Percentage of Firms that have Ever Hired a Consultant to Advise on How to Appear Higher in Search Engine Rankings, Broken Out by Number of Distinct Practice Groups in the Firm

8.12. Percentage of Firms that have Ever Hired a Consultant to Advise on How to Appear Higher in Search Engine Rankings, Broken Out by The Number of Lawyers in the Firm

8.13. Likelihood that Within the Next Two Years the Firm Will Hire a Consultant to Advise it on How to Appear Higher in Search Engine Rankings

8.14. Likelihood that Within the Next Two Years the Firm Will Hire a Consultant to Advise it on How to Appear Higher in Search Engine Rankings, Broken Out by Number of Distinct Practice Groups in the Firm

8.15. Likelihood that Within the Next Two Years the Firm Will Hire a Consultant to Advise it on How to Appear Higher in Search Engine Rankings, Broken Out by The Number of Lawyers in the Firm

9. CHAPTER NINE: PODCASTING AND WEBCASTING

9.1. Percentage of Firms that have ever done a Podcast to Help Market the Law Firm

9.2. Percentage of Firms that have ever done a Podcast to Help Market the Law Firm, Broken Out by Number of Distinct Practice Groups in the Firm

9.3. Percentage of Firms that have ever done a Podcast to Help Market the Law Firm, Broken Out by The Number of Lawyers in the Firm

9.4. Percentage of Firms that have ever Used Webcasts, Streaming Video or any other Form of Video on Demand to Market the Law Firm
9.5. Percentage of Firms that have ever Used Webcasts, Streaming Video or any other Form of Video on Demand to Market the Law Firm, Broken Out by Number of Distinct Practice Groups in the Firm

9.6. Percentage of Firms that have ever Used Webcasts, Streaming Video or any other Form of Video on Demand to Market the Law Firm, Broken Out by The Number of Lawyers in the Firm

9.7. Use of Outside Services Vs. In-House Resources for those Firms that Use Webcasting, Streaming Video or Other Forms of Downloadable VIdeo

9.8. Use of Outside Services Vs. In-House Resources for those Firms that Use Webcasting, Streaming Video or Other Forms of Downloadable VIdeo, Broken Out by Number of Distinct Practice Groups in the Firm

9.9. Use of Outside Services Vs. In-House Resources for those Firms that Use Webcasting, Streaming Video or Other Forms of Downloadable VIdeo, Broken Out by The Number of Lawyers in the Firm

9.10. Mean, Median, Minimum and Maximum Annual Spending (in $) on Webcasting, Podcasting, Streaming Video or Other Forms of Downloadable Video

9.11. Mean, Median, Minimum and Maximum Annual Spending (In $) on Webcasting, Podcasting, Streaming Video or Other Forms of Downloadable Video, Broken Out by Number of Distinct Practice Groups in the Firm

9.12. Mean, Median, Minimum and Maximum Annual Spending (In $) on Webcasting, Podcasting, Streaming Video or Other Forms of Downloadable Video, Broken Out by The Number of Lawyers in the Firm

9.13. Law Firm Plans for Podcasting Over the Next Two Years

9.14. Law Firm Plans for Podcasting Over the Next Two Years, Broken Out by Number of Distinct Practice Groups in the Firm

9.15. Law Firm Plans for Podcasting Over the Next Two Years, Broken Out by The Number of Lawyers in the Firm

9.16. Law Firm Plans for Webcasting Over the Next Two Years

9.17. Law Firm Plans for Webcasting Over the Next Two Years, Broken Out by Number of Distinct Practice Groups in the Firm

9.18. Law Firm Plans for Webcasting Over the Next Two Years, Broken Out by The Number of Lawyers in the Firm

10. CHAPTER TEN: USE OF ONLINE DIRECTORIES AND LAW PORTALS FOR MARKETING PURPOSES

10.1. Estimation of the Marketing Value of Superpages.com

10.2. Estimation of the Marketing Value of Superpages.com, Broken Out by Number of Distinct Practice Groups in the Firm

10.3. Estimation of the Marketing Value of Superpages.com, Broken Out by The Number of Lawyers in the Firm

10.4. Estimation of the Marketing Value of Lawinfo.com

10.5. Estimation of the Marketing Value of Lawinfo.com, Broken Out by Number of Distinct Practice Groups in the Firm

10.6. Estimation of the Marketing Value of Lawinfo.com, Broken Out by The Number of Lawyers in the Firm

10.7. Estimation of the Marketing Value of Findlaw.com

10.8. Estimation of the Marketing Value of Findlaw.com, Broken Out by Number of Distinct Practice Groups in the Firm

10.9. Estimation of the Marketing Value of Findlaw.com, Broken Out by The Number of Lawyers in the Firm

10.10. Estimation of the Value of Martindale.com for Marketing Purposes

10.11. Estimation of the Value of Martindale.com for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm

10.12. Estimation of the Value of Martindale.com for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm

10.13. Estimation of the Value of Law.com for Marketing Purposes

10.14. Estimation of the Value of Law.com for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm

10.15. Estimation of the Value of Law.com for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm

10.16. Estimation of the Value of Yellowpages.com for Marketing Purposes

10.17. Estimation of the Value of Yellowpages.com for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm

10.18. Estimation of the Value of Yellowpages.com for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm

10.19. Estimation of the Value of UsetheExperts.com for Marketing Purposes

10.20. Estimation of the Value of UsetheExperts.com for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm

10.21. Estimation of the Value of UsetheExperts.com for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm

11. CHAPTER ELEVEN: USE OF ELECTRONIC PRESS RELEASE DISTRIBUTION SERVICES

11.1. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm on Electronic Press Release Services

11.2. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm on Electronic Press Release Services, Broken Out by Number of Distinct Practice Groups in the Firm

11.3. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm on Electronic Press Release Services, Broken Out by The Number of Lawyers in the Firm 63
11.4. Law Firm Spending Plans on Electronic Press Release Transmission Services 64
11.5. Law Firm Spending Plans on Electronic Press Release Transmission Services, Broken Out by Number of Distinct Practice Groups in the Firm

11.6. Law Firm Spending Plans on Electronic Press Release Transmission Services, Broken Out by The Number of Lawyers in the Firm

11.7. Evaluation of the Firm's Use of Web-Based Press Release Distribution Services

11.8. Evaluation of the Firm's Use of Web-Based Press Release Distribution Services, Broken Out by Number of Distinct Practice Groups in the Firm

11.9. Evaluation of the Firm's Use of Web-Based Press Release Distribution Services, Broken Out by The Number of Lawyers in the Firm

11.10. Mean, Median, Minimum and Maximum Size of the List of Press Contacts to Which Firms Email Press Releases

11.11. Mean, Median, Minimum and Maximum Size of the List of Press Contacts to Which Firms Email Press Releases, Broken Out by Number of Distinct Practice Groups in the Firm

11.12. Mean, Median, Minimum and Maximum Size of the List of Press Contacts to Which Firms Email Press Releases, Broken Out by The Number of Lawyers in the Firm

11.13. Percentage of Firms that Maintain a List of Press Contacts to which to Email Press Releases

11.14. Percentage of Firms that Maintain a List of Press Contacts to which to Email Press Releases, Broken Out by Number of Distinct Practice Groups in the Firm

11.15. Percentage of Firms that Maintain a List of Press Contacts to which to Email Press Releases, Broken Out by The Number of Lawyers in the Firm

11.16. Level of Centralization of Public Relations Efforts

11.17. Level of Centralization of Public Relations Efforts, Broken Out by Number of Distinct Practice Groups in the Firm

11.18. Level of Centralization of Public Relations Efforts, Broken Out by The Number of Lawyers in the Firm

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