The fallacy in web analytics and data for all lawyers
Yesterday evening I get into a Twitter discussion with some Internet experts regarding the merits of blogs versus labeling areas of a website a blog. The point being a blog is an independent publication preferrably focused on a niche.
You’d have thought I killed someone. I was told I was flat out wrong. LexBlog was harming its law firm clients. We were costing them money by not getting these independent blog publications into a form of content inside law firm websites.
I was told that data on search and web flow says a lawyer or business must put their blog publication inside a website. Data in the form of web stats, analytics and the science of web funnels mandates it.
Earlier this year a major law firm was struggling in developing business through their blogs. Their content was generally in the form of summaries of law versus more valuable insight and commentary. The firm decided the answer was in analytics and web data, an idea presented to them by web marketing company.
As best I understood it, the firm, among other things, would focus on identifying popular words in their posts and tell their lawyers to use these popular words more often when blogging. The content from the blogs, rather than being in indpendent publications would be moved to the firm’s website. The popular words would draw more traffic to website information about the firm and its lawyers.
Data and analytics are valuable. But just because they exist does not mean they apply in all situations, nor always come first.
Frank Strong of LexisNexis shared yesterday a recent survey identifying how people find a new lawyer. Was it search, analytics or data driven?
Hardly. A combination of word of mouth, referrals and family led the way significatntly over Internet search.
Earlier this week I had a Facebook exchange with Gerry Riskin, a highly respected law firm management consultant. Riskin shared a a news story on drones with his point being that lawyers ought develop expertise in the area.
When I asked how lawyers would demonstrate their drone expertise, Riskin, who works with leading lawyers around the world, responded:
Speaking, writing, web portal, blog, sponsoring local drone competitions, trending association meetings…
You see that his focus is on developing a word of mouth reputation, networking and getting out and meeting people to build relationships.
Riskin knows from personal experience that the Internet is an extension of how good lawyers get their work — by word of mouth and relationships with people. The Internet enhances and accelerates word of mouth. The Internet enables faster engagement and engagement with more people across greater distances.
Google and search is very important. What a lawyer shares online via a blog or otherwise ought to be easily found on a relevant search.
Google can bring in a lot work for lawyers in certain practice areas, especially for lawyers who are not as interested in using the Internet for reputation and relationship building.
Be slow though to paint with a broad brush when armed with web analytics and data and when listening to data and analytics experts.
When using the Internet, focus on relationships and word of mouth first. Use analytics and data as tools to advance relationships and word of mouth on the net not dictate all business development decisions.
Image courtesy of Flickr by fdecomite