Law firm websites dead as a firm's primary Internet marketing tool?
Steve Rubel, SVP at Edelman Digital, might as well have been talking to law firms in his blog post about the end of destination websites.
For the last 15 years marketers lived like kings online. We built ornate palaces in homage to ourselves in the form of web sites and micro sites. Each acts as a destination that embodies our meticulous choice of aesthetics, content and activities.We still put a lot of time, effort and money into erecting these palaces, much as Louis XIV did in planning Versailles. And, for the most part we have been rewarded handsomely for our efforts. For years consumers flocked to our sites, reveled in all we had to say, played with our toys and, sometimes, were motivated enough as a result to buy our stuff.
As Rubel rightfully points out, the destination web is drawing to a close.
People (rightfully) have reasoned that they too can be creators, not just consumers. Content choices became infinite and peers are trumping pros...... In March the average American visited a mere 111 domains and 2,500 web pages, according to Nielsen Online. What's worse, our attention across these pages is highly fragmented. The average time spent per page is a mere 56 seconds. Portals and search engines dominate, capturing approximately 12 of the 75 hours spent online in March. However, people-powered sites like Wikipedia, Facebook and YouTube are not far behind, snagging nearly 4.5 hours of our monthly attention.
So what's the future for law firm Internet marketing? Per Rubel:
"Earned media" through direct public engagement in the venues where our consumers spend time will become the only way to truly influence a behavior change.
Engagement? That's interesting. Engagement is how good lawyers have traditionally grown their business.
By networking with clients, prospective clients, and their influencers (reporters, editors, conference coordinators, business associates etc.) a lawyer established their reputation as a reliable and trusted in a niche area of the law. This reputation spread by word of mouth.
Websites have never been the be all and end all of law firm Internet marketing. Good lawyers get their best work by networking through the Internet, not by building shrines to themselves in the form of websites.
This is the case for firms with 1,600 lawyers or 2 lawyers and for practice areas ranging from estate planning to personal injury. Being recognized as a reliable and trusted authority in your niche by engaging with your target audience on the Internet is what brings in the best work from the best clients.
Fortunately there's still time for you to get started with more effective Internet marketing. As Rubel says, 'The greatest advantages will go to the first movers who embrace this shift. It's not too late.'
Hi Kevin. I couldn't agree with you more. Lawyers interacting with potential clients online is more effective than a static webpage. That's why I launched advicescene.com, a site that links lawyers and judges with the public to provide free legal information and advice.
I tried linking in with you through Erik Magraken a while back but you may not have been intersted, but if you change your mind just add me and we can get acquainted. Great blog by the way!
A law firm website can be designed to contain components that allow attorneys to engage with their clients and prospective client base. For the past three years my website has contained a virtual law office which I use to work with existing clients and to engage new prospective clients. Clients have their own secure homepages from my website where they upload, download documents, have an interactive calendar, handle invoices and payments and carry on our dialogue, among other interactive online features.
I work with other attorneys to set up similar virtual law office websites so I'm seeing the growth in this trend. Consumers are wanting this type of engagement via technology and attorneys are looking at virtual law practice in various forms to meet that market need.
You've certainly gone far beyond the typical law firm Stephanie in setting up those web/Internet interfaces for your clients.
On engaging prospective cleints and those who influence them (bloggers, reporters, conference coordinators, business associates, peers/mentors etc) I don't see adding features to a firm's website as a way of public engagement.
Making a law firms website the place for public engagement tells me on of three things: 1) the firm doesn't understand the Internet as a communications & networking medium, 2) the firm thinks it is so wonderful & special that anyone wanting to engage with them ought to come to their website, or 3) the firm feels it has invested so much in a website that it feels that anything it does on the net must go through the website.
Those are not signals law firms want to send innovators - innovators being among the best clients to get.
Kevin, what a great challenge to the perceived wisdom. About a year or so ago, we've conducted interviews with lawyers in biglaw, to learn about their perception of the firm's web site and its value. It all came down to a credible source. about the firm, its practitioners and their expertise that's easy to reference. A web site, just like a business card (oddly enough, it is still being used), the firm's web site should be one of the array of BD and marketing tools. I therefore agree that marketing program and budgets should be allocated to a 'portfolio' of activities. Web site being one (it does have its value as as 'fulfillment' and hard database of information). New 'close to the client' platforms (SE Web 2.0 etc.) should be seriously considered as well.
Thanks for the comment Shy. No question that law firm websites have their role in marketing.
I would not rely on what lawyers are saying as far as their role though. Most lawyers have limited knowledge of how networking & engagement works through the Internet, so they do not have much context to work with. There's more to be learned for lawyers and law firms outside the legal profession, than inside it, when it comes to understanding client development through the Internet.
As you're eluding to, law firms need to look at their entire portfolio when it comes to marketing & client development.
That means first understanding that all commerce is driven through the Internet, meaning that the Internet is where most client development energy and monies may need to be spent. Second is appreciating that they do not understand how the Internet really works for engagement & networking, the 2 keys to traditional law firm client development.
I agree with you, online interaction is a lot more effective than a webpage. this gives the potential to grow..
My two cents:
I have had the unfortunate task of reviewing at least 1000 legal web sites over the past year. If the goal is to use a web site to attract new clients, any "destination" web site must have useful and informative content. The problem with most legal web sites is that they have neither.
One frustrating aspect for me is that some of these firms are doing creative, cutting edge legal work. One example: Today I was reviewing a web site that had generic, bland vomit on the web site. No reason to ever revisit that site. This same firm had a hard to find link to a pdf of a recently-filed complaint. The complaint simply came alive: It was well written, used charts and graphs and even contained photographs in the body of the complaint. What was equally impressive was that this firm of six lawyers was taking on a Fortune 100 company. A hard to understand disconnect.
The premise of the original post is legal web sites are becoming less relevant. I think a better question is were they ever really relevant in the first place.
Blogs hold real promise for lawyers to attract new business. But again in my opinion a blog must pass the same test: Does it provide informative and useful content? Some blogs are wonderful. Some frankly suck. My worry is that as blogs become more mainstream, the content will also become more mainstream.
"Digital networking" is as you often write about Kevin a whole different beast. It can be a real game changer for client development. Again though, in my opinion (which is still developing and may well be different tomorrow), it must be tethered to "informative and useful" content. One additional real value of digital networking is that it cuts to the core of what client interaction is all about: being responsive in real time to interactions with other humans. It can be like going to a Rotary meeting without the awful buffet lunch. I often wonder though how many lawyers tweet three times a day like clockwork, have a well thought out Facebook page, strive to maintain at least 200 contacts on Linkin, yet do not return telephone calls within 48 hours of receipt of a message.
George had a good two cents' worth post. I'd add these thoughts:
1.As a destination, there presumption is that someone is looking for you, and that you can be found. Basic adwords (not SEO) helps at least direct someone to your site, or at least gives them a better chance at finding you. The reference to the bad site with a creative complaint ....
-- Review the firm's site in relation to competitors. Clean up, revise, or start anew.
-- Buy at a minimum the firm's name on adwords - we did it - so that if someone loses your biz card or other item, typing in your names gets them there first - as opposed to another site that refers to you.
-- I urge folks to spend 1 hour learning the basics of google adwords, and try it out ... if you seek cases, folks to come to your site, but w/o that, your site is on an unpaved, unnamed road.
--If you blog, always link back to the firm site at the bottom of a post. Simple, yet many don't do it - or at least have the firm name in the tags.
--If there is breaking news on a matter you work in, update the webpage right away. Add pages if needed. Then, go the adwords route on yahoo, google, msn.
Example - Hydroxycut. My firm actually works on diet supp cases. When it was recalled, we changed pages, went up on google ... Social Network yielded ZERO leads, yet our website/adrods efforts have resulted in quite literally hundreds of calls and emails - in ONE week mind you.
Folks don't think twice about spending 100's of hours networking in the real world. Isn't the online world worth 100 hours a year?
Engagement should occur both where your customers are and on your site. How do you make your online presence (social media etc.) more engaging and tie that into an engaging website?
How about creating soundbyte info (think editorial style headlines)then link back to more detailed info on dedcated landing pages on your site. My company offers a live chat software and service designed to engage and intercept legal shoppers as they surf the web. www.ngagelive.com
Again, the blog is dead on. Don't sit in your office (or your online office/website) and expect things to happen. You should not,however,only engage off your website.