This Weblog addresses topics related to the legal industry--marketing, sales, management, mergers, advertising, various electronic media (Web sites, proposal centers, intranets, CDs, etc.)--anything that's in the news, or should be in the news. I've worked in legal marketing since 1984--the very early days--and have served as an in-house marketing director (for 11 years) and consulted to some of the finest law firms and legal industry companies in America.
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| Do Buyers of Legal Services use Law Firm Web Sites? |
Today the Legal Marketing Association listserve had a query on it by an in-house marketer---wondering if there are any metrics that measure the value of a law firm Web site to a sophisticated buyer of legal services...or even if they use them. Here was my response:
I recently observed 6 focus groups of corporate counsel (Fortune 1000 companies mostly) in New York and Chicago. The discussion centered around the use of law firm Web sites and other online information sources for buyers of legal services.
These buyers absolutely used law firm Web sites---when they knew the name of the firm. They use them for several things: 1) to validate a referral they have gotten to a particular lawyer or practice, 2) to check out opposing counsel for a piece of litigation, and 3) to review information about areas of practice they don't currently use (my sense was more reactively, than proactively--that is, a key lawyer contact in your firm mentions your top tax controversy practice after the client mentions he has an IRS issue).
And if you design your site so that it is rich and sticky, your visitors will travel horizontally through your site--learning a lot more about your lawyers and the firm. Comments
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