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Jerry Lawson, http://www.netlawtools.com |
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Not according to Sidley & Austin: |
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“We concluded in today’s day and age we’d be
better served by investing the money in upgrading our Web site.” |
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Another Sidley-size firm: |
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“We haven’t made a decision yet. With the advent of Web sites and cost
containment, I think probably everybody is re-evaluating every directory
they’re in.” |
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“Why Are They Doing That Crazy Stuff?” |
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Giant, Slow Downloading Graphics |
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Splash Screens, Background Music |
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Slow, Unstable JAVA Applets |
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Letting Contractor Control Design |
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One Explanation |
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Missed Opportunities Hurt the Most |
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Many Brochures, Few Magnets |
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“Giving Lawyers Who Don’t Understand the Net A
Web Site Is Like Giving Cavemen
M-16 Rifles.” |
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The Right Direction |
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Need for Strategic Planning, by Lawyers |
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Use Your Site Like A Rifle |
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Brochure or Magnet? |
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Brochures are respectable, if they match your
budget & ambition level, but don’t expect too much from them. |
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Following discussion deals mainly with building
magnet sites. |
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Most Web Sites Like Boring Party Guests |
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“Law Firm Centered” |
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Brochure |
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Highly Successful Sites Talk About What
Potential Clients Are Interested In. |
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“Client Centered” |
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Magnet |
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Immigration-lawyers.com 36 |
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Visalaw.com 1589 |
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Technical Recruiter.com |
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Encyberpedia.com |
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Funneling of Clients in Two Ways: |
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Directly (via Links) |
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Indirectly (Due to Higher Ranking on
Search Engines |
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“The Rich Get Richer.” |
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Graphics |
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Content |
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Difference: The Successful Site Had A Good
Strategic Plan |
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1. Focus |
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2. Value |
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3. Promotion |
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Define groups of potential clients, preferably
as narrowly as possible, and decide what will be of interest to them. |
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TV in 1950’s = 3 channels |
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TV in 2000 = scores of channels |
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HGTV |
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Lifetime |
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Speed Channel |
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History Channel |
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How many “channels” on the Internet? |
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Burden Or Opportunity? |
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“A Full Service Law Firm.” |
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The Milton Berle Approach |
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“Broadcasting” |
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The Law Firm That Understands Your Particular
Legal Problem Better Than Anyone Else. |
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The HGTV Approach |
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“Narrowcasting” |
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A Partner of Focus and Value |
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Making Your Site Easy To Find. |
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Telling The World About Your Site. |
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Focus:
Define one or more markets of potential clients, preferably narrow
market segments. |
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Value:
Place high quality information of interest to those potential
clients at your web site. |
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Reach:
Get out the word about your site and encourage other sites to link
to it. |
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The Lawyer’s Guide to Marketing on the Internet,
by Greg Siskind |
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E-Lawyering Site:
http://www.elawyering.org |
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Red Street Consulting
http://www.redstreet.com |
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Lawyermarketing Site (Findlaw)
http://marketing.findlaw.com/ |
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Notes