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July 19, 2004
Ask The MAM -- ONGOING WEB SITE COSTS
Dear MAM: I have had a web site for a number of years. Each year I seem to be writing out checks for a lot of money. How much should my web site cost me after it is built? Sincerely, Ann R., Raleigh, NC
Dear Ann: Obviously, there are a number of determining factors. However, you are in the same boat as many in paying a lot of money after you built your web site. There are a few general considerations to take into account when totaling up the annual costs.
These are ballpark averages. If you are paying more than $40/month for hosting (including the domain names, web site and e-mail privileges), you are probably getting ripped off.
The second “recurring cost” is access to a web developer for making changes to the site. Hopefully, you have a database-driven site that allows you to make most of the changes. The developer would only be needed for changes to navigation, design or additional pages and non-text. Let’s be generous and say you make an average of one hour of changes each month for $100/hour.
The third consideration is search engine optimization listings. There are pretty good resubmission services as low as $30/month. Obviously, if you are interested in significant SEO (including paid listings and keyword purchases), that is another story and another budget. However, I generally use an SEO specialist, NOT the same company that is doing the development.
Finally, those all-important web site traffic reports. Chances are that the hosting fee mentioned above will include traffic reports. If you are looking for something more substantial (I like live, detailed reports for myself), I use Webstat. They are excellent and only costs about $10/month.
To recap monthly charges for one-year…hosting at $40, developer changes at $100, seo submissions at $30, and live traffic reports at $10. Your annual web site charges should be in the neighborhood of $2,000. If you are paying much more, you are probably getting ripped off. And be wary of any web site developer charging recurring fees, licensing or subscription charges. Those should have been paid in full at the time the site was initially built. With each of the aforementioned categories, if you find something better, you can always make an immediate change. On the other hand, say you have a small, relatively static web site. You just want to keep it running at little to no expense. You should be able to do that for around $10/month. Sincerely yours, THE MARKETING ATTORNEY
Posted by Micah at 11:12 AM | Comments (0) | TrackBack
July 02, 2004
Ask The MAM -- Law Marketing Conferences
Dear MAM: The partners at my firm allow me to attend one major marketing conference per year. Which one should I choose? Sincerely, J.C., Washington, DC
Dear J: If you are like most law firm marketers, you will choose the best location and lie about attending the sessions. Hmmm…Florida, Arizona, California, London? If you really care about learning something, you will probably forego the vacation and look for a good educational experience. You are unlikely to learn anything great at the LMA Conferences. I attend, but only to schmooze. It is the same re-packaged elementary techniques year after year. They try, but LMA is losing steam and ground—both in local chapters and nationally. The new PM Forum North America has lots of programs and offers an alternative to LMA. I used to recommend the Marketing Partner Forum, back in the day when Julie Savarino ran one of the nation’s premier events. However, it slipped when it became a Glasser Legal Works event and Glasser is now owned by Findlaw, so it has slipped even further (product pitches!). There have been some decent events put on by North Star Conferences and by Mealeys of late. I saw an excellent program coming up in Australia, but that might be pushing your budget. Of course, I always push my non-profit programs on behalf of the ABA Law Practice Management. At the ABA Annual Meeting in Atlanta, I’m doing a marketing ethics program. Our section is also doing an outstanding PR Crisis Management program. These are designed for CLE and all the time and money is donated. Many of the best overall events are not geared toward law firms, but general marketing programs put on by the likes of the American Marketing Association. As a matter of fact, the best programs I’ve attended this year were webinars that cost absolutely nothing! So, here is my advice. Attend a few free webinars and look for some cost-effective programs in your backyard (lots of good ones in DC) to learn. Stay away from those designed to sucker law firms and learn from real marketers. Then take the boondoggle “marketing conference” of your choice in a nice location and relax. After all, those partners are tough. You’ve earned the break. Sincerely yours, THE MARKETING ATTORNEY
Posted by Micah at 11:58 AM | Comments (0) | TrackBack