Getting Results

Many Goals are Possible with Lawyer Marketing on the Web

Just as people have different—and sometimes unexpected—goals when they come to see a lawyer, law firms can have multiple goals that they want to accomplish with a Web presence. Increased calls from prospective new clients is certainly a common goal, but consider some of the other goals we’ve seen at FindLaw:

• Attracting higher value cases
• Attracting more upscale clients
• Attracting clients in a new area of business or for a new attorney in a law firm
• Attracting clients from a particular geographic area (college students charged with drug crimes, military personnel getting divorced, real estate work in a high-growth community)
• Communicating with clients
• Have you considered having a password-protected section on your site for clients to fill out interrogatories?
• How about a frequently asked questions section where you could give clients answers to questions that would be time consuming for you to answer, but now your clients have the information online to view at their leisure?
• Using our site as a way of validating your expertise after someone has just called to book an initial consultation
• Advertising a book an attorney has written
• Advertising a lawyer’s upcoming speaking engagements
• Establishing an attorney or a law firm as the authoritative expert in a certain area of law
• Demonstrating involvement in the community or with industry groups
• Communicating information to other attorneys about referrals
• Advertising ancillary businesses that an attorney operates (business consulting, legal research, sports contract management)

You can have a very focused Web site that attracts and converts prospects to clients, and also have a Web site that accomplishes a variety of goals.