August 17, 2006
The Law Firm's Web Site Has Become the Manager of First Impressions
We have thought of the firm’s receptionist as the manager of first impressions. Not any more. Times have changed and now prospective clients and job candidates first visit the firm's Web site. Today you may have clients who have never visited your office but who do go to your Web site.
I had the occasion yesterday to again visit a number of law firm Web sites. There must be a super law firm Web site designer somewhere who has decreed that all law firm sites must look alike. Most do include their areas of practice and serve as a "who’s who" list if you need to spell a non-letterhead partner’s name. Many law firms have a Web site for the sole reason that everyone has one. “We have a Web site. That job is done. Now let’s get back to lawyering”. If that sounds like your law firm, you haven’t been listening. Web sites are now the No.1 marketing tool for law firms.
Increasingly, prospective clients go to your Web site first and, depending on their experience, you may never hear them. Where do you think prospective new hires and prospective laterals go first? When is the last time you spent time surfing your own Web site? What would your reaction be if you were a prospective client or a talent candidate? Suppose you were looking for a new law firm. Does your firm show up in a Google search? Try it! Search using search words that a prospective client might use.
Law firms aren’t alone. Michelle Golden noted that business-to-business blogs are far behind the marketing Web sites of business-to-consumer sites. As she noted in the post on her blog Golden Practices, law firms can learn a lot from business-to-consumer sites. Her post is worth your attention.
Law firm Web sites warrant more investment. They need more depth and richness. Most of all, they need the constant attention of someone in the law firm. Law firms spend a lot on their facilities to convey the firm’s desired image. Today, it’s the Web site that greets visitors first.
Morepartnerincome.com is sponsored by Juris, Inc. For information about Juris® products and services for increasing law firm performance and partner income, go to www.Juris.com.
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Filed under Marketing by Tom Collins