In case you missed it, here is a quick recap of last week’s Legal Marketing Association (LMA) Tech Midwest conference in Chicago, which, from all reports (Twitter, especially), was very well attended, comprehensive and worthwhile.
WCAG Compliance — Is your law firm’s website WCAG-compliant? WCAG represents “a set of recommendations for making web content more accessible, primarily for people with disabilities — but also for all user agents, including highly limited devices, such as mobile phones.” The Web Content Accessibility Guidelines were a very hot topic and frequently discussed at Tech Midwest.
If you’re not quite up to speed on WCAG, here are a few useful resources to get you started:
- World Wide Web Consortium (W3C)
- Penn State’s page about WCAG
- A checklist created by a WCAG consultant
Data Analytics — Law firm business developers have started to catch up to their counterparts in professional services organizations (like the Big 4), and are using a variety of data analytics to guide everything from incorporating metrics into content marketing efforts to driving their BD decisions. Kathryn Whitaker, Director of Marketing and Business Development at McNair, shared a case study, and how — through a focused, metrics-based approach — she was able to help an attorney at McNair launch a blog and content program to grow her practice.
However, the quest for the ultimate dashboard — one that aggregates essential data — remains elusive for many marketing technologists and directors of business development.
Takeaways — One of the best sessions was “The Right Technologies and Design Tools for Best-In-Class Websites,” presented by:
- Jacqueline Madarang, Bradley’s Senior Marketing Technology Manager
- Paul Bonner, Director of Marketing at Venable, and
- Cyndy McCollough, Senior Digital Strategist at the University of Michigan Law School.
The presenters shared their key takeaways from website development projects that help create the desired user experience, keep the process on track and inform post-launch initiatives. From polling and eye-tracking tools to journey mapping and heat mapping, attendees left with a comprehensive overview of how to execute complex website projects.