About Web Presence Index™

How the Index Is Created

The Muzeview Web Presence Index™ ranks leading law, consulting, and accounting firms based on a weighted portfolio of publicly sourced web metrics. The information was gathered in conjunction with Business Marketing Services. The web metrics measure a variety of aspects of a firms overall web presence including:

• Search Engine Positioning: How high links to a firm’s Web site appear in search engine results using relevant key words related to the firm’s specialization.
• Web site Stickiness: How long visitors spend on the firm’s Web site and how many pages they view.
• Web site Ranking: How popular a firm’s Web site is compiled through user panel, web toolbar and ISP data.
• Content Ranking: How much content related to marketing and thought leadership a firm’s Web site contains – including briefing papers, newsletters, events information etc.
• Web site Size: How large a firm’s Web site is in terms of number of pages.
• Web site Traffic: How much traffic a firm’s Web site receives.
• Social Media: How much coverage the firm receives in social media, and the level of participation by a firm’s professionals in business-oriented social networking sites such as LinkedIn.

Why the Web Presence Index™ Matters

Muzeview developed the Web Presence Index™ in recognition of the increasing importance of two key aspects of firms marketing activities:

1. Online Activity: A firm’s online activities are an increasingly important component of its marketing efforts and a strong Web presence will support a firm’s long term growth and competitive positioning.
2. Measuring Marketing ROI: As firms increase their investment in marketing, and expand the range and sophistication of marketing methods, they must also develop a robust set of metrics to assess the impact and effectiveness of their various marketing activities.

Professional Services Firms’ Online Activity

Firms are operating in an online world where:

• A Web site is a firm’s digital shop window.
• A firm’s activities, insights, and expertise are covered by business and trade publications that are increasingly focused in online delivery of content.
• Business relationships are introduced, validated, and developed via e-mail, Web site profiles, and social media such as LinkedIn.
• Conversations about business issues are taking place in business and social media and in Webcasts, podcasts, and other web forums.
• Firms’ reputations are discussed, for better or worse, in the same business and social media venues.
• Executives and their teams perform online research to find insights and experts who can help solve complex business problems

Over time, we believe the quality, relevance, and positioning of a firm’s online presence will be a major contributor to its ability to generate leads, influence client relationships, and drive revenue growth.

A firm’s web presence is also an increasingly important contributor to attracting both graduate talent and experienced hires. A firm’s web presence enhances and complements its real world marketing, relationship development and recruitment activities.

The Muzeview Web Presence Index™ also provides a basis for evaluating the firm’s web presence and marketing effectiveness from a competitive perspective.

Marketing ROI

Firms are investing significant time and expense in sales and marketing activities such as:

• Brand development.
• Marketing communications and thought leadership collateral such as brochures, newsletters, whitepapers, research studies etc.
• Marketing events.
• Sponsorships.
• Web site development.
• Lead generation activity.
• Non-billable client and relationship development activities.

Firms must measure the impact of these activities in creating and enhancing awareness, generating leads, and facilitating sales opportunity conversion.