The Magnificent 25

As the economy has continued to slog through a slow recovery in the last few years, a number of our Mag25 firms have experienced a significant upswing in their new and repeat work. While BigLaw firms have entered disastrous mergers and acquisitions, and suffered fateful implosions, many mid-size firms have been growing, aggressively. And, from the creative submissions we received, it is clear to understand why.

It was most impressive to read the innovation that our Mag25 firms are bringing to the management table in connection with introducing cost-effective and savvy programs to get and stay in touch with law firm clients, as well as developing strategic communications programs to extend the client experience through consistent communications with all aspects of the firm.

Moreover, these same firms are doing some heavy lifting in fully digitizing client contact information to add to a growing contact database.

Despite their limited resources, our Mag25 firms continue to level the playing field with their larger counterparts by leveraging a full range of technology and all the associated tools to make them a household name. One such tool many firms are embracing is the frequent use of blogging. As we have seen very successfully executed by the large firms, a number of our Mag25 firms are also posting practice-focused blogs to segmented audiences to build a premiere reputation as a subject expert.

Langdon & Emison

A special shout-out goes to Langdon & Emison, a personal injury firm with headquarters in Lexington, MO, and offices in Chicago, Kansas City, MO, and St. Louis, for its commitment to developing a solid online reputation in narrow niche areas and driving traffic to its website. In fall 2011, just a few months after launching its new site, the firm had achieved a “first page Google” ranking for select trucking accident terms. And it worked.

Some of the firm's Web stats are staggering. Statistics for the firm's blog from the first half of 2012: 1) Page Views: 82,014; 2) Unique Page Views: 69,683; 3) Average Time on Page: 2:18; 4) Total Unique Time on Pages: 2,671.18 hours (more than 111 cumulative 24-hour days).

Conclusion

With the advancement of website sophistication, social media tools, and other creative techniques, smaller firms are also effectively reaching their targets and delivering sophisticated messages and innovative marketing solutions. We salute these firms for their focus, tenacity for leveraging limited resources, and excelling in the race. They have cut through the constant clutter to strengthen their valuable client relationships, reach their targeted audiences, and keep their eye on the prize of building and maintaining relevance in a crowded legal space.

Kimberly Alford Rice is Editor-in-Chief of this newsletter.

As the economy has continued to slog through a slow recovery in the last few years, a number of our Mag25 firms have experienced a significant upswing in their new and repeat work. While BigLaw firms have entered disastrous mergers and acquisitions, and suffered fateful implosions, many mid-size firms have been growing, aggressively. And, from the creative submissions we received, it is clear to understand why.

It was most impressive to read the innovation that our Mag25 firms are bringing to the management table in connection with introducing cost-effective and savvy programs to get and stay in touch with law firm clients, as well as developing strategic communications programs to extend the client experience through consistent communications with all aspects of the firm.

Moreover, these same firms are doing some heavy lifting in fully digitizing client contact information to add to a growing contact database.

Despite their limited resources, our Mag25 firms continue to level the playing field with their larger counterparts by leveraging a full range of technology and all the associated tools to make them a household name. One such tool many firms are embracing is the frequent use of blogging. As we have seen very successfully executed by the large firms, a number of our Mag25 firms are also posting practice-focused blogs to segmented audiences to build a premiere reputation as a subject expert.

Langdon & Emison

A special shout-out goes to Langdon & Emison, a personal injury firm with headquarters in Lexington, MO, and offices in Chicago, Kansas City, MO, and St. Louis, for its commitment to developing a solid online reputation in narrow niche areas and driving traffic to its website. In fall 2011, just a few months after launching its new site, the firm had achieved a “first page Google” ranking for select trucking accident terms. And it worked.

Some of the firm's Web stats are staggering. Statistics for the firm's blog from the first half of 2012: 1) Page Views: 82,014; 2) Unique Page Views: 69,683; 3) Average Time on Page: 2:18; 4) Total Unique Time on Pages: 2,671.18 hours (more than 111 cumulative 24-hour days).

Conclusion

With the advancement of website sophistication, social media tools, and other creative techniques, smaller firms are also effectively reaching their targets and delivering sophisticated messages and innovative marketing solutions. We salute these firms for their focus, tenacity for leveraging limited resources, and excelling in the race. They have cut through the constant clutter to strengthen their valuable client relationships, reach their targeted audiences, and keep their eye on the prize of building and maintaining relevance in a crowded legal space.

Kimberly Alford Rice is Editor-in-Chief of this newsletter.