I think we can all concede that a website is not only an integral part of your law firm marketing strategy, but it’s a considerable asset and in fact, its worth to your firm can be measured by a variety of analytics. Not only can you assess the depth of Google’s love of your website, but of course, you’re also able to monetize very easily the financial worth that your web presence is providing. But of course, it doesn’t end there.

All other marketing channels are one-dimensional. The real potency of a great web presence is that it is interactive. Your firm has the capacity to both “push and pull” to use marketing speak, to engage potential clients. In online marketing, push creates a tribe, a following and a buzz, while pull done successfully, creates awareness and hopefully demand. So, Websites and blogs are pull; they’re awareness creators and squeeze your firm’s brand in front of legal consumers. But “push” is immensely important too, because without the promotion of push, websites and blogs would never get velocity.

Harnessing your firm’s web presence is about ensuring your strategy is both a mix of push and pull. For example, underpinning the blog piece your family lawyer is writing on domestic violence orders, is there a “push” strategy? Is the blog being syndicated on a newsletter and on all other social media streams? Is it worthy of a press release?. Is there a topical current affairs issue of which the blog piece could “newsjack?”

In your next web strategy meeting, divide up the whiteboard into Push and Pull and see if it’s synergistic.