The importance of a website to global law firms

 

Client: LexisNexis Martindale-Hubbell

 

Objectives:

  • To explore the role and relevance of websites and digital marketing to global law firms
  • To establish the investment required to support a legal firms’ online marketing
  • To make available a global report to LexisNexis clients so they could benchmark their own marketing activities with similar types of legal firm

Methodology:

  • Face-to-face, telephone and online interviews with senior marketing professionals in global law firms
  • Online quantitative research with more than 200 marketing and website development professionals working in law firms
  • Research conducted across Europe, Africa, South America, the Middle East and South East Asia

Findings:

  • Marketing activities in legal firms are driven by size and resources
  • Website development is universally regarded as key to online marketing
  • Smaller firms are most likely to seek external assistance in these areas, with larger firms typically relying on their internal resource

Outcomes:

  • The research has been formally published on the LexisNexis Martindale-Hubbell website and offered to customers as a paid-for downloadable report
  • Downloading the full research for a fee has provided an additional income stream for the business
  • The research has been widely used as a benchmark against which legal firms can assess the efficacy of their own online marketing initiatives

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