Insights, page 6
Practical, jargon-free writing on digital, AI and growth, drawn from real client work rather than theory.
78 articles, page 6 of 7
Your organic rankings are fine. So why are clicks falling? part 1
Something strange has been happening in search over the past year or so, and it is showing up in client conversations more often than almost anything | 1968 Consulting
Give the unsuccessful agencies a feedback call
Half a day of structured feedback calls to the agencies that didn't win your RFP. Why it matters and how to do it well.
A pitch day is for probing the gaps, not for repeating the brief
Three agencies, forty five minutes each, eight hours. How to use pitch day to probe the gaps rather than hear the RFP read back to you.
Most law firm websites get rebuilt because nobody could write the brief
Projects that overrun and disappoint usually share one thing. Nobody wrote the brief before briefing the agency. What to write instead.
Why your contract should have the RFP response stapled to it
How attaching the agency's RFP response to the contract stops scope arguments six months into the build. A few hours of work, years of value.
Five things that show up in nearly every law firm digital audit
Five problems that show up in almost every law firm digital audit, with a quick self check for each. For marketing leads without audit budget.
Why your CMS choice matters less than your agency choice
WordPress, Drupal, Sitecore, Umbraco. The platform debate matters less than most people think. The agency that builds on it matters more.
The RFP is the work
Most marketing leads treat the RFP as a formality at the end of discovery. It is the document that proves you know what you actually want.
The four things people actually do on a law firm website
Services, sectors, lawyer bios, contact details. The four things clients actually use a law firm website for, in priority order.
Why the insights section on your law firm website probably isn’t worth what you’re spending on it
One firm had 2,631 indexed insights pages driving one per cent of traffic. A close look at whether that investment pays for itself.
How to read eleven RFP responses without losing your mind
Eleven agencies. Eight working days. The scoring matrix that lets you read every response with the same eye and end up with a defensible shortlist.
What counts as a lead? Most law firm marketing reports can’t tell you
Why your agency report and Google Analytics disagree on lead numbers, and how to fix it. A working definition for marketing leads at mid size UK law firms.
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