Designers not only help ensure your collateral looks good and stands out to potential clients, they can also ensure everything you produce is as easily digestible and user-friendly as possible. Content layout and structure, for example, benefits from oversight by a designer. Infographics and similar design assets can also be used for backlink building and other SEO strategies.
Engineering builds data pipelines and integrations for connecting analysis tools (like Google Analytics) with ad performance and organic tracking metrics. Content and engineering develop highly relevant landing pages for PPC campaigns to increase relevancy score and clickthrough rate (thereby reducing auction cost and cost per acquisition).
Launching creative campaigns simultaneously across digital and traditional advertising ensures continuity in the user journey. Design initiates creative concepts, marketing creates appropriate content and landing pages for these concepts, and digital and traditional teams initiate technical buys around these campaigns.
If you launched a new digital and traditional advertising campaign and find that your phones are ringing off the hooks, your instant success will quickly turn into a nightmare. As the number of your intakes increase, it further strains your call center resources and operational infrastructure. That’s why it’s important to have a high-functioning CRM, automation where appropriate, trained personnel, and similar technical infrastructure in order to handle higher traffic.
Business Operations + Software Development
If your operations team and engineers aren’t communicating with each other, things are likely to fall through the cracks and your firm is likely not as efficient as it could be. Integrating third party solutions—such as your website, ad platforms, and lead-gen services—with your CRM and tooling is a task for engineering.
Branding is responsible for the long-term vision and roadmap of a law firm’s image. Traditional advertising picks up where these concepts leave off and execute buys around the creative collateral, negotiate rates, and track the performance of the buys across creative, placement, and format boundaries.
When launching a new website, it has to look good and be fully functional. Designers should sit side by side with the engineering team to ensure that a new web design follows UI/UX best practices and effectively communicates the law firm’s brand. Engineers take your creative team’s mocks and make them come alive.
As digital advertising teams generate intake volume, that volume must be pushed into the business’ CRM in a way that facilitates a timely response. Operations will be responsible for creating processes and flows around these intake records in order to provide transparency and increase the probability for signing good cases, and turning down unqualified ones.
Copywriters work closely with digital advertising teams to create highly relevant, enticing messaging across multiple ad formats. Design takes this messaging and applies a layer of paint, resulting in a memorable digital ad. The advertising team then takes the final assets and executes technical buy, reports on results, and optimizes accordingly.
Copywriters work closely with traditional advertising teams to create highly relevant, enticing messaging across multiple ad formats. Designers play a key role in storyboarding, ensuring that the imagery and assets used are eye-catching. The traditional advertising team then takes the asset and executes technical buy, reports on results, and optimizes accordingly.
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