howweBsiTe PersonalizaTioncan leadTonewclienTs
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One way to do that is to implement client engagement and real-time personalization tools on a firm ’ s website . These personalization tools show the right content to the right audience at the right time , leading to a higher chance of new client signups .
For example , if a visitor navigates to a certain practice area , the personalization tool captures a visitor ' s behavior and sends it to a web server . Once captured , the data collected will prompt the personalization tool to serve the visitor with specific content related to a particular practice area of interest , not merely some stale content that does not suit the individual or lead them to action .
“ Clients have more of the upper hand . [ Firms ] need to focus on the needs and wants of the clients , not the other way around ,” said a Business development Manager cited in the report .
Website personalization is the future , regardless of industry , and it will be the primary driver of marketing success , predicts the global management consulting firm McKinsey & Company . The information provided above is one way to emerge from the challenges of the previous three years and confidently move your law firm into a bright future , filled with possibilities and success . n
Author : Chris Rapozo – Hannon Hill
N O V - D E C 2 0 2 2 | H C B A L A W Y E R
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