Breaking the Bimodal: Taking an Iterative Approach to Keeping Your Digital Presence Up-To-Date

Sponsored by: Solo/Small Team SIG & Marketing Technology SIG
Domain: Technology Management
BoK Competency: Website Development and Management

Most law firms redesign their websites about every 5-7 years. Website redesigns can be a fun way to re-introduce your firm’s brand, but they can also be long, costly, complex, and exhausting. In this interactive session, we will examine the downside to the redesign cycle, and look at how many leading brands now pursue a program of continuous, iterative updates that can keep you refreshed year over year without the need to fight for huge investments to rehabilitate an aging platform. Participants are encouraged to share their website refresh/rebrand experiences and strategies!

Learning Outcomes:

• Shift the legal marketers’ design cycle from the bimodal (5 year) approach to an iterative (annual) approach
• Build a plan for attaching refreshes based on data, visitor feedback, and necessity
  
• Structure a budget that fights massive investments and replaces it with strategic, cost-effective, annual investments

Presenter:
Kalev Peekna, Chief Strategist and Managing Director of the Digital Strategy Practice, One North