Each year, many of us sit down and write out, jot down or scribble a few things we would all like to achieve in the calendar year. The perennial favorites are…. lose those few extra pounds, spend more time with our families and less time in the office, earn more money, take a vacation, etc. The list goes on. Some of us are able to meet the goals we set, many of us fall a bit short.
Would you like to know a resolution you can complete in under ten minutes? Give up? Its a website for your office.
Why is a Website important for your law office? There are several reasons why you should consider establishing a website for your office. Below are my top 5 reasons why every business – lawyers included – should have a website:
1. Credibility: The internet has come of age. With computers and internet access becoming more and more affordable, the percentage of internet users grows by leaps and bounds daily. If someone wants to learn something about a product, or in the case of lawyers, a service, what do they do? Often they go to Google and type in their search terms. The search results usually take the form of websites. People have come to expect to find information on the internet. If they are not able to locate you through an internet search, it may reflect negatively on their perception of you and your professionalism. In short, an internet presence enhances your credibility in the eyes of potential clients.
2. Information: Once a client locates your website, hopefully they will read the content. Many solo and small firm practitioners practice in more than one area of law. Suppose you have a practice which services clients with domestic as well as criminal matters. A few years ago, you assisted a client with a divorce and obtained a positive result. The client was very satisfied with the level of service provided. But it has been years since you have seen or heard form that client. Recently, one of his co-workers attended a holiday party, decided to get behind the wheel after tipping a few back. On the way home, he is arrested for driving under the influence. Your client gets the call and bails the co-worker out of jail. After stopping off at the local Denny’s for the grand slam special and a cup of coffee, the co-worker asks your former client if knows of a lawyer that would handle his case.
You would like the opportunity to represent the co-worker. Its right up your alley. But how does your former client know you also handle criminal cases? Does he even remember you? If you are one of those attorneys who regularly sends out marketing materials for your practice, your former client may pass your name and number along to his co-worker. With all the hats attorneys wear, from buying office supplies to paying bills to handling the case load, is there really any time left over to actively market yourself?
We all know that word of mouth clients are much more cooperative and easier to deal with than those that walk into your office off the street. A website is an extension of your business card. It allows you to subtly “toot your horn”. You can share information about the law and the results you have obtained for other clients in similar situations–with a disclaimer of course! Considering the cost of maintaining a website is next to negligible these days why would you want to pass up an opportunity to disseminate information about yourself and your practice?
3. Cost: In reality, most solo practitioners rarely, if ever sit down and consider a marketing budget. If they do, it is usually prompted by a decrease in caseload. Also, it usually takes the form of placing a random ad in the local newspaper, or if they rely want to splurge, developing and airing a commercial or taking out an ad with the local mustard pages. Though still in existence, these traditional marketing mediums are rapidly becoming antiquated. Despite their recent decline in popularity, they are still very expensive avenues to get your marketing message to your target audience. Moreover, these forms of advertising evaporate. Once a thirty second spot is aired, its gone…forever. A newspaper with your two line classified ad could very well be used by the local fish monger to wrap the daily catch. I think you get the point. The Internet provides a continuous presence for your law ofice– at a fraction of the cost.
4. Fear: Mention the word lawyer to someone….anyone. Leaving aside the jokes and expletives, lawyers are often associated with money. The have been and ARE viewed as being very high priced and expensive. For that reason alone, despite having a legal problem, many clients with limited resources are reluctant to call a law office to discuss their legal problem. Their fear stems from the dreaded consultation fee, the hourly fee, the pound of flesh they have to give you so they can tell you their problems and hopefully receive a solution. The Internet and specifically a website allows an individual to learn information about you in the comfort and safety of their own home at 2:00 a.m. in their pajamas. In short, the anxiety clients experienced about calling a lawyer is completely eliminated. Why? Because they are able to learn information about you when they want, how they want… in the safe haven of their own home.
5. Profitability: You probably have used the internet to purchase airline tickets, make hotel reservations and purchase holiday gifts. For many, that’s the extent of their use of the Internet. However, millions of people are making life changing decisions every day using information they find on the internet. If you don’t believe me, just look at the thriving success of such sites as eHarmony.com, Match.com and other popular dating sites. The individuals using these sites are placing their trust and faith in the internet to assist them in selection of the person they will potentially spend the rest of their lives with.
Searching for a lawyer is not much different. Aside from the cost, most consumers try to do some homework on the person who will represent their legal interests. In short, lawyers are not immune to the power of the internet. Like it or not…its here to stay. Now, consider it costs you less than 50 cents a day to maintain a website. That’s right, half a dollar. I am not sure what that buys you these days. Certainly not a cup of coffee or otherwise that example would have been used in this article. One call, one client can pay for your website for quite a long time.
Of course, there are other reasons to have a website, but those mentioned in this article are meant to illustrate some of the issues which may cause you to reconsider establishing a website for your office. Once your website is established, you will need to make sure its content is kept “fresh”. Just think if you had to read the same novel over and over again, your favorite football team plays the same opponent every week and the score is always the same. Why bother, right? So if you have a significant development you would like your clients, former and prospective, your colleagues (other lawyers can be a good source of referrals) and friends (also a good referral source) to know about, include it on your website.
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Anthony Kalikas has been licensed as a California attorney since 1991. He has served on the executive committee as well as chair the solo and small firm practice section of the Sate Bar of California. In 2005, Mr. Kalikas formed EsqSites123.com, an Internet based company which provides attorneys the ability to create and edit their own websites using “practice specific” templates. EsqSites has formed numerous relationships with state and local bar associations nationwide which offer its products and services to their members. Using EsqSites’ web based software, even two fingered typists can create a website in less than ten minutes for less than $100.00 (a one time fee). For more information visit www.esqsites123.com.
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