Assessing your law firm's online marketing strategy

St. Louis Daily Record & St. Louis Countian, Aug 20, 2006 by Michelle Lore

(This article originally appeared in Minnesota Lawyer, Minneapolis, MN, another Dolan Media publication).

There is no good reason for a law firm not to have a Web site, at least according to Web designer Brendan Chard, who last week spoke at a conference devoted to solo and small firm practitioners.

A Web site need not be elaborate to be effective, Chard told the crowded room of attorneys. "The primary information your Web site needs to include is who you are, why you are great and how to get in touch with you," he said.

Chard's comments were made during "Web sites and Online Marketing - Make Them Work For You" - one of many continuing legal education seminars offered at the second "Strategic Solutions for Solo and Small Firms" conference in Duluth. The 2 1/2 day event was sponsored by Minnesota CLE.

Chard's presentation showed audience members how to make a Web site a key part of their marketing operations and demystified how Web sites, search engines and online advertising work.

A Web site is just one piece of the marketing puzzle, Chard said. "But it's a big piece that can help create a more cohesive image for your firm."

According to Chard, who specializes in designing Web sites for small law firms, there are several benefits to having a Web site. The first is that a well-designed site can be a very effective marketing tool.

"It integrates all your marketing; it pulls it all together," Chard observed. It can also control the law firm's image and increase referrals to the firm, he said.

Chard pointed out that often the first thing people do after getting attorney referrals is look up the lawyers' names on the Internet. If the first lawyer does not have a Web site, people will move on to the next name on the list, he said.

A Web site can also generate cold calls, Chard noted.

The second purpose of having a Web site is its utility.

A good Web site will streamline communication between a potential client and the law firm, said Chard.

By including on the site what the firm does, directions to the office and contact information, attorneys and staff can avoid having to answer phone calls seeking this information.

Chard told audience members that the most important things to include on their Web sites are attorney profiles and contact information.

The contact information should include the law firm's address, directions to the office, a phone number and an e-mail address. A map to the office is also helpful, Chard added.

The attorney profiles should include things like:

i the attorney's educational information;

i the courts the attorney is licensed in;

i the attorney's direct phone number and e-mail address; and

i a summary or bullet points of the areas the attorney practices in.

Chard also advises putting a photo of the attorney on the Web site. People want to know what the lawyer looks like, he said.

Other information that could be included on a law firm Web site, although not as crucial includes:

i relevant articles the attorney has authored;

i reasons potential clients should choose the attorney to do their legal work;

i favorable news clippings that mention the attorney;

i achievements or awards the attorney has won;

i a list of frequently asked questions and answers;

i a newsletter if the attorney or firm publishes one;

i helpful information or links to other sites; and

i documents such as intake forms that can be printed off, filled out and sent in.

Chard said it is also be a good idea to include a list of representative clients and people the attorney has worked with in the past.

Chard has seen a lot of errors in law firm Web designs over the years.

The primary mistake, Chard said, is to design the site yourself. You are attorneys, not Web designers, he stressed. "Let the professionals do what professionals do."

Another mistake is burying the attorney's contact information. "Make sure it's easy to find," he said.

In addition, some lawyers load the site up with things like high- quality photos or graphics that slow down the site's performance. Attention spans on the Web are short so be sure your information comes up without much delay, Chard stressed. "Make sure your Web site is quick."

Finally, avoid leaving your Web site "under construction," Chard observed. "It's a sign of laziness and an inability to get things done. ... It doesn't look good. It's not a sign of progress and growth," he said.

Chard encouraged attendees to find a good Web designer. He suggested asking around to find out who other attorneys have used, searching the Web for someone or placing an ad at Minneapolis.craigslist.com.

Remember, low cost does not always mean good, Chard emphasized. It takes time to develop an effective site and it's not an easy process, he added.

Chard took some time to "debunk" several of the Web site myths that pervade the Internet.

If you build it, they will come. That's not necessarily true, Chard observed. It takes time and effort to design a Web site that will show up prominently in search engines, he said.