Law Firm Marketing

The "new media revolution" has taken over the Internet. Blogs, podcasts, videos and wikis are no longer only the domain of the "technophile," but are tools being used by everyone from CNN to Payless Shoes. (Seriously, even Payless has video applications on their webpage!) Many are still on the fringes of the revolution, but are beginning to see the value of this next wave of Internet technology. Over the last few years, many law firms have begun to notice the increasing online presence of both their clients and competitors, which goes beyond the standard Web site. It's no longer enough to only have a stock Web page that's purely informational. The modern Web user wants interaction.

Blogging is perhaps the most popular Web 2.0 application currently being used by law firms. Blogs can help to build a Web-based community of people that are constantly contributing to an ongoing dialogue, both internally at your firm and externally with potential clients. Other popular Web 2.0 applications are video sharing sites (like YouTube or Google Video), social networking sites (like Face book, LinkedIn or MySpace) and collaborative Web sites or wikis (like Wikipedia), in addition to many others.

Law firms to begin integrating the latest round of online content, a centralized Web site is a must have. Law firm needs to speak with "one voice" even if it is providing service all over the world. This centralized site should provide more than just "stuff about you," it should have valuable content that addresses all of the various users who visit the site. That means you may have different paths for recruits than you would for potential clients, but they can both access their "path" through the same centralized page. This should also include an "alumni" path that has become essential for inclusion in a solid business development plan.

There are multiple ways that law firms can "enhance" their Web sites. Blogs have become extremely popular, but many fail within the first year. The major reason for failure is that they are not updated frequently enough. For a law firm to have a successful blog, updates need to be made a minimum of once a week, with the most successful blogs updating five or six times a day. Another great enhancement for your Web page is the "mini site." These might be sites detailing pro bono activities, an outline of your firm's community involvement or a section on corporate social responsibility.