Aligning Web and IT Solutions with Business Growth Goals

Case Study: Strategy Consulting and Vendor Evaluation & Selection

Service: Strategy Consulting, Vendor Evaluation and Selection

Industry: Legal

Company TypePrivate

Challenge:

A Massachusetts-based, boutique law firm that specializes in vaccine injury law had recently moved their website management to a new web design company. Since transitioning to the new web design company, the firm had seen an increase in their website traffic, but they had not received a proportional rise in inquiries. They had been spending a lot of time and money on these efforts and were frustrated after not seeing the level of success they desired. The firm reached out to Aciron for assistance with optimizing their technology resources to help them meet their digital goals.

Approach:

Aciron conducted in-depth interviews with key stakeholders to gain a comprehensive understanding of the firm’s current state and needs. The Aciron project team worked with the firm’s corporate team to gain perspective into the company’s strategic initiatives and current pain points. We also spoke with the firm’s IT team and web team to gain an understanding of the company’s technology operating model and how the company’s technology, marketing, and web processes map to overall strategic business initiatives.

Based on the findings from these interviews, Aciron’s consultants analyzed the company’s IT investments and identified opportunities to reduce IT spend and increase efficiency. Aciron educated the law firm on best practices, made recommendations to help the firm reach their inquiry goals, and created a plan to execute the recommendations. Aciron’s consultants created a prioritized list of suggested website updates for SEO optimization and digital visitor conversion. We mocked up screens to visually demonstrate the proposed updates to look and feel of the site. Aciron also focused on the company’s digital marketing needs to determine whether there were opportunities to hire dedicated internal personnel or more specialized external vendors.

Solution:

Aciron worked with the key stakeholders at the law firm to develop a comprehensive strategy for attracting strong client leads and increasing the number of inquiries. The law firm worked with Aciron and their current web design vendor to implement recommended updates and streamline user experience. The updates included:

  • A shorter, less intimidating contact form to increase conversion rates
  • Interactive client map that showcases the firm’s experience representing clients from all 50 states
  • Updated company bio and new photos of the office and staff, which personalize and differentiate the organization as a boutique law firm

Based on the discoveries made in initial consulting sessions, Aciron recommended that the law firm turn over control of their digital marketing efforts to a vendor that specializes in web design and SEO optimization for boutique law firms. Aciron performed a comprehensive vendor evaluation and selection phase, during which we researched, short-listed, and interviewed digital marketing firms. Based on Aciron’s research and recommendations, the law firm decided to hire a vendor that has an in-depth understanding of the legal industry’s unique marketing needs. The new digital marketing firm took over control of the law firm’s SEO, Google AdWords advertising, website hosting, and website updates. The new vendor has extensive experience assisting law firms, so they are well positioned to help the boutique law firm attract more high-quality leads and achieve their digital goals.

In addition to an external vendor to manage the firm’s digital marketing efforts, Aciron also recommended that the law firm hire a full-time internal resource. An in-house marketing resource will allow the firm to expand its marketing efforts without requiring a large time commitment from the firm’s lawyers. Aciron’s consultants assisted the law firm with the recruiting process by developing a job description, screening resumes, and conducting initial interviews. The law firm hired a full-time digital marketing associate who will be able to spearhead inbound and outbound marketing initiatives. The digital marketing associate has the specialized marketing skills to be able to work independently, allowing the lawyers to focus their time and effort on legal cases.

The law firm is extremely happy with the progress they have made towards their digital marketing goals and they continue to work with Aciron on this strategic initiative.

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