The Internet revolution has left many a law firm wary.
Some are puzzled with how, if at all, to enter the fray. On one hand, lawyers and in-house marketers are increasingly blogging and slinging 140-character tweets to help build their networks and reputations. On the other, many continue to hold out, resisting the digital revolution out of concern for its ethical pitfalls and unknown return on investment.
In a recent blog post by the ABA Journal, readers were asked to comment on whether lawyers who do not have a “Web presence” are suspicious.
The responses were mixed. Many extolled the virtues of “staying off the grid” or questioned the value of Twitter and Facebook for lawyers and law firms.
To be clear, maintaining an active social media presence on Twitter or Facebook is not the same thing as having a “web presence.” Fortunately, several responses acknowledged the distinction.
One wrote:
“I am not suspicious if a person does not tweet or have a Facebook presence but do question professionals who lack a LinkedIn account and/or website.
Another wrote:
“I would expect most practicing attorneys to have some web presence that could be Googled (website, listing in professional directory or networking site, published cases, non-profit volunteer work, etc.).”
So, are lawyers without a web presence suspicious? From where I sit, the answer is a resounding, unequivocal yes, yes and double yes. More importantly, lawyers without a digital footprint have an even bigger problem; if you do not have a web presence, you cannot be found. If you cannot be found, you are missing important opportunities for business development.
According to a recent survey conducted by Reach Local, 85 percent of consumers search for local businesses online. Facebook just went public. "Googling" is a verb. Consumers and businesses have moved well beyond this conversation. The legal industry should as well.
Take the First Step
If you or your law firm do not exist online, getting started is not as difficult as it may seem.
Not comfortable with the idea? Here’s the good news: establishing a web presence is not an all-or-nothing proposition. It does not have to include Facebook. You don’t have to start tweeting what you ate for breakfast. It can simply exist as a basic website, a LinkedIn profile or even a listing in the FindLaw directory. Better yet, all of the above.
Indeed, an entire industry has sprouted around web development, search engine optimization and Internet advertising. Developing a credible web presence has never been cheaper or more accessible.
Here are a few simple ways you can get started:
Claim your profiles
A number of online directories can help make you easily accessible to prospective clients, including FindLaw.com, Lawyers.com and Avvo.com. Think of these as lawyer-specific Yellow Pages. In fact, don’t forget about YellowPages.com. When properly constructed, these can help ensure the next time a prospective client Googles your name or the name of your firm, you are included in the search results.
Build a website
Building a website is akin to building a house. It can be as basic or as elaborate as you want. You can spend tens of thousands of dollars, or use free services like Wordpress.org or SquareSpace.com. Similar to a directory listing, a website can check the box of making you “searchable,” but it is capable of much more. Using basic search engine optimization techniques, a website can also become a business development tool for a prospective client searching for a “St. Paul divorce lawyer” or an “estate planning law firm in Peoria.”
Be social
Setup a Twitter account. Create a profile on LinkedIn. These are free tools that have the power to keep you from being a ghost online. These can also be used to connect with other lawyers and professionals. In fact, an ALM Legal Intelligence study published earlier this year showed four out of 10 law firms reported business development successes through blogging and other social media usage.
If you haven’t made the leap, what are you waiting for? You don't have to abandon offline networking, and you won’t have to spend endless hours hooked to your laptop.
The Internet is the great equalizer. At a minimum, it can provide validation for someone reaching you or your firm. If harnessed properly, it can be a powerful reputation builder and business development tool.
Mark Motley is vice president of communications at Simmons Browder Gianaris Angelides & Barnerd LLC. You can connect with him at mmotley@simmonsfirm.com or www.linkedin.com/in/markmotley.