The Lawyer’s Online Trifecta – Do You Have It? – Part 1

Law Firm Online MarketingIf you don’t, you should be investing in a favorable odds strategy that positions your law firm to win at the online business game. Here’s a “Hot Tip” on doing it right.

Internet commerce is growing at a rate relative to and congruent with technological innovation and consumers now resort to the internet for practically everything, including your legal services. Every day there is the next “something big” that drives online business in the world of lawyering. If you want some of the pie, you need to be willing to ante up and get in the game.

Just like you and I resort to search engines for information and to find products and services, the majority of your prospective legal-seeking clients do the same. And they’re not just looking to one website for their answers/results. Your next client is looking at multiple attorney websites, just like you and I do when seeking out something online. And rest assured, their decision to hire you is based on more than just a keyword search and the fact you have a web presence.

When a law firm makes a decision to conduct business online, there are a myriad of factors that need to be considered. While the task can be a daunting exercise in process management, it can be broken down into three basic components I refer to as the “Online Trifecta”:

1 – Website (Online Presence)

2 – Marketing/Advertising (to Drive Traffic)

3 – Conversion Strategy (Turning Visitors into Prospective Clients/Customers)

WEBSITE – For the website component, your design team should focus on three things:

1 – Visually appealing and relevant content that invites the visitor to explore (with simplicity) more of your site and easily get to the information they seek. Create a “sticky” environment that prevents high bounce rates (people not getting past your home page and leaving your site too fast), and funnel them to areas of your website that lead to prospective client conversions.

2 – Ensure compatibility across major browsers (Chrome, FireFox, Internet Explorer and Safari). The caveat is that a growing number of people are using smart phones to browse, so the website should be “responsive” – have the ability to operate and display well in a mobile browser.

3 – Keep up with technology. Don’t be afraid to implement or try new things. Internet-savvy consumers are exposed to new technology all the time. They know when a website appears “out dated”, and might be inclined to perceive your practice as being so too. Technology has generally become cheaper and providers are happy to compete for your business. Updating your website is not as big or expensive an undertaking as it once was – “Just Do It”. “Build it and they will come” holds true in this context; just be sure to build it right, knowing you can tweak along the way.

Stay tuned for part 2 of this article


Image courtesy of arztsamui /

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Oliver Byington

About Oliver Byington

Oliver Byington serves as business development director for Client Chat Live, an Austin, TX based company that specializes in providing professional interactive web attendant services to the legal industry. Oliver has been in the technology sector since 2008, and has extensive experience with customer relations management, lead generation platforms and, of course, interactive chat technology. He is passionate about helping firms maximize their potential through technological efficiencies and the resultant benefits derived from successful implementations.

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