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Website redesign led us to outsource many aspects of our marketing
Chalk & cheese?
Catherine Gannon trumpets the business benefits of outsourcing
“It was going to our PR agency, the consultancy Lehmann Communications, for a redesign of our website that led us to outsource many aspects of our marketing.
It became clear that an effective website was closely tied to all other aspects of marketing, and that these in turn had been drawn into the fast-changing IT side. Techniques employed to “optimise” the website’s hits for potential clients involve regular monitoring and review of the key words and content that lead clients to the site. Paid-for “clickthroughs” from search engines are also important, and agencies use their expertise to review the profile of web-users visiting the site to ensure the search terms paid for are the right ones. It soon became clear that we were buying tailored expertise, based on an agreed brief, from our outsourcing partner, not an off-the-shelf product.”
27 January 2012 | New Law Journal
January 2012