Many law firms offer services to broad sectors such as small or medium-sized businesses. But a broad horizontal focus can make it difficult for firms to create marketing campaigns and materials that resonate with specific types of businesses. Being a one-stop shop may sound appealing in theory, but prevents you from connecting with people in verticals or industries in which your firm could stand out based on its track record and existing relationships.
A key marketing tool where a vertical focus can yield substantial dividends is the homepage of a firm's website, as illustrated in a marketing case study recently published by MarketingSherpa on Zaphyr Technologies, a firm that provides IT consulting and services for the small-medium business sector.
Zaphyr redesigned the homepage of its website to give special attention to its top target industries - accounting, insurance and law enforcement. They used big buttons to lure clicks from key prospects, and drove traffic with a vertical-focused direct mail campaign. As a result, they saw a huge jump in Web metrics, such as a 100%+ increases in time spent on the site and pageviews per visit, and are arranging sales meetings at a faster rate.
Small to mid-size law firms with strengths in key verticals or industries should strongly consider this strategy.
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