Contrasts
Content Strategy
The Indian report stresses the importance of consistent online messaging and storytelling. Every piece of content shared online contributes to shaping the firm’s narrative and reputation within the legal industry. Emphasis is made on how Indian law firms can utilize LinkedIn to its fullest, rather than just using it as a notice board.
How do firms make LinkedIn their notice board in the first place?
That’s a lot to do with what the firm posts. If the firm posts only about its achievements, event participation, and deals closed, the firm is pushing its audience away. Audiences seek value, asking “What’s in it for them?” If a firm fails to deliver this through its content strategy, the follower count becomes insignificant. Ultimately, it’s the engagement that holds significance.
Contrastingly, the New Zealand report takes a broader view, recommending a comprehensive content strategy that includes thought leadership, legal updates, and firm news. Firms here have not made their LinkedIn a notice board. Many firms are already establishing credibility and attracting clients through diversified content and the same is lauded in the report.
The standout feature of the New Zealand report is the widespread recognition given by firms to the smallest milestones achieved by their team members. This approach resonated well with the firm’s LinkedIn audience, reflecting a genuine engagement strategy. Several firms have actively shared articles, blogs, newsletters, and updates on social media, indicating a meaningful commitment. It appears that New Zealand firms have truly grasped the importance of their outreach efforts.
Website Optimization and Engagement
The Indian report placed a strong emphasis on the significance of a website as a pivotal component of client engagement. It advocated for a platform that not only showcased services and team members but also served as a narrative hub for consistent storytelling, enhancing brand awareness and reputation within the legal industry.
Firms have the opportunity to enhance their online presence by incorporating comprehensive information on various laws and updates, all while optimizing for SEO. In the Indian context, there is a need for firms to prioritize user-friendly website design, ensuring easy navigation. Incorporating engaging elements that attract and retain the audience for longer durations should be a key focus.
On the other hand, the New Zealand report underscored the practice of humanizing websites by incorporating authentic content and showcasing real faces. This strategic approach aimed at enhancing audience retention and engagement, a success reflected in the analytics. The websites in this context have adeptly experimented with a diverse range of elements, including colours, images, and legal information presented in various formats such as blogs, articles, podcasts, and videos.
While the global imperative for a robust online presence unites law firms, the path to achieving it diverges based on regional nuances and cultural priorities. Indian firms excel in weaving a consistent narrative through storytelling, while New Zealand counterparts embrace humanized websites and multimedia content. However, both share a commitment to harnessing the power of LinkedIn engagement, SEO, and analytics for strategic optimization.
Source: Barandbench
