Lawyer Marketing

In the face of change, law firms’ hesitance to adopt technology is revealing: According to an American Bar Association Technology Survey, only 40% of solo practitioners and 65% of small law firms have an established Web presence. The statistic suggests that both the worlds of technology and marketing can be intimidating to the most seasoned legal professional.

Full-service marketing and Web development firms provide vital services to law firms, removing both technological and marketing burdens. Ultimately, the best vendor solution is one that covers a full range of key areas:

• Web site design and development: Visual impact and imagery reinforce a firm’s brand and identity, and serve as critical components of a law firm’s presence online. Experience, in-house expertise, and design awards bolster a vendor’s credibility.
• Consultation: An online presence must meet a firm’s individual goals; direct conversation on key objectives with an in-house expert is critical to success.
• Knowledgeable sales support: Your sales contact should ultimately serve as a partner and consultant, helping to identify needs and meeting them with the best available solutions.
• Dedicated account management: Ongoing relationship management is vital; vendors must be responsive and committed to delivering value, offering any corrective solutions required.
• Products that drive performance and business: Ultimately, value will be measured in the volume of business received; performance-driving components such as content, search engine marketing, and online advertising are keys to success. These solutions must be flexible and scalable, with a range of offerings to address a variety of objectives.

The separate ingredients of a successful marketing program are widely available. The rarer solution is an inclusive vendor whose range of competencies offers the highest level of success.