The limbo the 10+ attorney firm faces when it comes to improving the firm's website.

Over the last couple of weeks I have met with several law firms that have had the same issue when it comes to their internet marketing. The firm's aren't big enough to justify an in-house marketing department or person, but they are bigger than the solo or under 5 attorney firm that can make decisions very quickly. The challenge these firm's are facing is: 1.) How do they go about improving their existing website? 2.) How do they go about it without creating a huge work load increase on the office manager or legal administrator. And 3.) Where do you start?

When I meet with these firm's I always start the conversation by asking "Why are we meeting?". What happened with in the firm that made them want to change? Was it a senior partner missing out on a referral? What is that potential new associate that chose a different firm because your website was outdated? Or, do you have a practice group that is looking for more business, or an increase in the quality of business? This list could go on and on, every scenario is different, but the one constant is that the firm knows they could be doing better.

When it comes to talking with consultants, marketing companies, and website designers what are some of the things you should be sure to ask as office manager, legal administrator, or firm marketing committee member?

1. What other law firms have you worked with? And who can I contact there for a testimonial?

2. What are some of the websites you have built and/or marketed?

3. How many of your websites appear on the first two pages of Google, Yahoo or MSN? (you can go to www.digitalzoom.com or www.overture.com and search for popular key words and phrases for what you do and where you practice, remember 80% of internet users don't go past the first two pages.)

4. Who writes the content for the website and how are updates/changes made? (getting the attorneys to give you the content is a HUGE issue, plus making sure the content is not a bunch of legalese. You want marketing copy.)

5. What kind of traffic reports do we get? What are our most read sections?(how many visitors to your website are coming from Google, Yahoo, MSN, etc.)

6. Do you get billed for every update or change you want made to the site? If so, how much?

7. What kind of business nurturing recommendations do they have? (what I mean by this statement is that often firm's of 10-30 attorneys have several businesses as client's and a blog, e-newsletter, etc. are effective ways for the firm to stay in contact with their clients, but the issue then becomes who at the firm is going to take the time to write a blog or newsletter. I look at this as what can we put on the website that gives their client's a reason to keep coming back to it on a regular basis?)

The light bulb is coming on for firm's of 10-30 attorneys in size is seems of late, for a variety of reasons. If you are an office manager, legal administrator, or part of the firm's marketing committee these questions will really help you make an educated decision when it comes to re-tooling the firm's website. Know what your budget, goals, and time line to reach those goals are before you meet with anyone!

Sincerely,
Kevin Mullikin
www.kevinmullikin.com