Marketing for Lawyers
Promotion,
building image
Eva Tomášková
eva.tomaskova@law.muni.cz

Task
lMake analysis of websites of these law firms:
lhttp://www.advokatky.cz/?lang=en
lhttp://www.ksb.cz/en/
lhttp://www.akkb.cz/en/index
lhttp://www.akccs.cz/en/
lhttp://www.havelholasek.cz/en
l
lWhat type of clients (segment) is expressed?
lWhat are strengths of the websites?
lWhat are weaknesses of the websites?
lDo you have any recommendation for improving of websites?
l

Advantages
lhttp://www.havelholasek.cz/en
lCertifications, 18 fields of law
lhttp://www.akccs.cz/en/
lDesign, photos, our principles
lhttp://www.akkb.cz/en/index
l16 field of law (services), a lot of news
lhttp://www.advokatky.cz/?page_id=648&lang=en
lLanguages, a lot of other services
lhttp://www.ksb.cz/en/
lKnowledge in a lot of industries
l

Weaknesses
lhttp://www.havelholasek.cz/en
lOnly 2 languages
lhttp://www.akccs.cz/en/
l26th floor (AKCCS IN NUMBERS) on websites
lhttp://www.akkb.cz/en/index
lgray colour
l
lhttps://nejinfografiky.cz/vyznam-barev-v-ruznych-kulturach-a-jejich-vliv-na-konverzi-infografika/
l
lhttp://www.advokatky.cz/?page_id=648&lang=en
lOnly women, short CV
lhttp://www.ksb.cz/en/
lUnitary long text (profile, key facts)
l
l
l
l

Websites of law firms
lBasic information
lLegal expertise (practice areas)
lPrice
lProfile
lContact
l
lWidespread information
lEmotional reason (The interests of our clients are our interests, providing a large portfolio of
legal services)
lInterests or News from the area of Law (useful links, firm's news)
lCertificates (Awards)
lPublications
lRecent Major Assignments
lLanguages
lCustomer services (online advice, free parking for clients, unlimited calling, calling 24 hours
etc.)
lProjects sponsoring (eg. Medicine projects)
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Corporate image I
lrefers to how a corporation is perceived
lA corporation's image is created by:
lcompany
lcustomers
lcompetitors
lmass media
ljournalists
llabor unions
lenvironmental organizations
lgovernments
lcharitable organizations
lcriminal organizations
lreligious organizations
lpolitical organizations
leducational organization
l
lAn organization needs to talk the same message to all of its stakeholders, in order to transmit
coherence, credibility  and ethic. If one of these points is broken, the whole community can make
this organization disappear.
l
lCorporate image of a company is creating with its message, combining its vision, values and
activities.

Corporate image II
lCorporate communications is all about managing perceptions and ensuring:
lEffective and timely dissemination of information
lPositive corporate image
lGood relationship with all stakeholders
l
lHow to improve corporate image:
lParticipate on external events (supplier meets, channel partner meetings, etc.)
lEnsuring that the company spokesperson is in the public well-known and considered as an authority
lPreparation of a company profile:
lManaging content of corporate websites
lManaging corporate publications - for the external world
lManaging print media
lEmployee communication (sharing information with employees, building employer pride, managing
employee issues, organizing internal events for staff etc.)

Task for the next lesson
lChoose two websites of law firms in your country and analyze that.
l