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

Background:

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. However, they had not received a proportional rise in inquiries. Also, they had been spending a lot of time and money on these efforts and were frustrated with lack of results. The firm reached out to Aciron for assistance with optimizing their technology resources to help them meet their digital goals.

 
 

How We Added Value:

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. This allowed us to gain an understanding of the company’s technology operating model.  In addition, we gained insight into how the company’s technology, marketing, and web processes compared to overall strategic business initiatives.

Aciron’s consultants analyzed and identified opportunities to reduce IT spend and increase efficiency. We also analyzed the company’s IT investments. As a result, we identified opportunities to reduce IT spend and increase efficiency.

Aciron educated the client on best practices and made recommendations to help the firm reach their inquiry goals. We also 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.

The Aciron team designed a 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. Thus, determining whether there were opportunities to hire dedicated internal personnel or more specialized external vendors.

Solution:

Aciron worked with the law firm to develop a comprehensive strategy for increasing the number of inquiries. The law firm worked with Aciron and their current web design vendor to implement recommended updates and streamline the user experience.

Aciron recommended that the law firm hire a digital marketing firm to take over the digital marketing, web design, and SEO optimization. Aciron performed a comprehensive vendor evaluation and selection phase. This process included researching, short-listing, and interviewing digital marketing firms. The law firm decided to hire a vendor that has an in-depth understanding of the legal industry’s unique marketing needs. As a result, the new digital marketing firm took over control of the law firm’s SEO, online advertising, website hosting, and website updates. 

In addition to hiring an external vendor, 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. In addition, Aciron’s consultants assisted the law firm with the recruiting process. We created a job description, screened resumes, and conducted initial interviews. As a result, the law firm hired a full-time digital marketing associate who will be able to spearhead inbound and outbound marketing initiatives.

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

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