Amy Campbell’s Web Log

I participated in a focus group with a client recently, which among other things, studied the way people use the web to find specific information. It was a good reminder that no matter how sophisticated we get using computers and search engines, web sites and web marketing strategies need to be designed carefully for those who spend milliseconds looking (not reading, but looking) for information. It sent me back to Jakob Nielsen’s useit.com, the bible of web usability, which is where this F-pattern “heat map” of how people “read” on the web came from. If you want to understand web user behavoir, this is a must read: F-Shaped Pattern For Reading Web Content. See more at Jakob Nielsen’s Alertbox.

Whenever I attend an educational legal marketing seminar there’s usually one or two standout sound-bites worth reporting back here on my blog. The most recent event: an LMA New England Chapter luncheon seminar presentation by consultants Siliva Coulter and Mike O’Horo titled “Client Development for Lawyers: Understanding and Supporting the Sales Process.” Silvia emphasized that cultivating new clients is a long process. The sound bite?

“The sales cycle in the insurance and financial services industries can be as long as 10 years”

So, better hunker down for the long haul, and set the expectations of your attorneys. Mike’s most memorable piece of advice:

“Don’t target companies; target a market sector…. A true industry focus will eventually eliminate the need for cross-selling.”

For more information on client development and sales training for attorneys, see Silvia’s web site and Mike’s web site (for educational articles like this one” Stop Presenting. Start Selling). I’m attending another LMANE seminar this week, so perhaps I’ll have some more pearls of wisdom to help shape your thinking.

Understanding What Drives Corporate Counsel in Their Relationship with Outside Counsel is the pre-conference event scheduled to take place, Thursday, November 16, 2006, as the lead-in to the Legal Marketing Association - New England Chapter’s annual fall conference. Last year’s pre-conference event (Chief Legal Officers Speak, which I reported on here) was a big hit as an opportunity to hear directly from the receiving end of many law firm marketing efforts, so expect this to be well attended.

The LMA New England conference is always a good day out of the office: Plan now to attend. Agenda and registration information available at the conference web site.