In the past year or so we have seen a significant increase in the number of new Internet businesses targeting the legal business and its constituencies. Some examples would be LegalZoom or the increasing services of Internet companies like LegalMatch. However, on closer inspection, the services being launched related
to the legal biz almost all seem to fall into three categories: lead
generation; data aggregation; and specialized services to and for lawyers.
So how do Third Wavers and hopefuls deal with these Internet offerings and what is the
future direction we may be headed in? Here are a few opinions and
comments to consider:
1. Lawyers should be very aware of their online presence. Do you have a blog in addition to or in lieu of a website? How does
your site look and feel? Is it just a Typepad or Blogger template? Is your site easy for the law customer to navigate? Are
you answering the client's needs and the potential client's needs through the information you are
offering? What services are missing from your site that would cause the law customer to search elsewhere? How is the law consumer finding your site or
from what data aggregator are they being referred?
2. Before any agreement is signed with an Internet service provider, lawyers must be aware of and understand where and how the
data may be utilized by the Web master/Web site. Many contracts between
brokers and dotcom companies allow the dotcom to do almost anything
they want with the data. There have been instances where a lawyers signed
an agreement for Web site hosting only to find that the agreement
allowed the provider to utilize the data being provided in their other
products.
3. Lawyers must take control of their postings and web lawyout. Law customers typically
go to three or four Web sites in their search for a lawyer. The site
that provides the most information and is the easiest to use is where
the potential client will go and where the client will stay. Placing yourself on every Web site
possible is not a strategy that provides you with useable feedback and
may result in further fractioning real efforts related to data control. In short, centralize your efforts and become more engaged with your site. Design, layout and content of a blog just takes the time and concentration of the attorney involved. Just stare at it and play with it and think about your subject matter. Listen to your readers. A web-designer cannot help you with these aspects.
5. The impact Google and YouTube and other large search engines may have on
the industry could affect lawyers dramatically in the not to distant future. These sites, which are evolving, today are not aggregating data to refer clients out.
These sites are designed to be destinations, to which is a tremendous
distinction that we are not paying enough attention.
6. We have been too slow in terms of internal issues of structuring and managing a law practice to adopt the changes necessary in governance to keep pace with the external challenges. For example, we all have been too slow in going paperless, moving our offices home, disposing of staff, converting to blogs, and identifying YouTube as the type of search engine to which consumers will turn to first in the future. As to external challenges, sometimes we move too quickly, sometimes
not quickly enough, to meet and address the issues. A clear goal is
being able to identify the issues that need immediate attention while
also clearly looking at future permutations or unintended effects that
may result from proposed action.
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