General Practice, Solo, and Small Firm Division
Solo
Spring 2003 vol. 9 Number 3
Designing Lawyers: Web Sites for Solos or Small
Firms
By Dale Tincher
More than half of U.S. law firms have Web sites, and there are
good reasons for a law practice to have an Internet presence. A
solo or small firm that has a professional Web site can level the
playing field when competing against large firms. And Web
marketing costs a fraction of the price of traditional methods
such as directory listings.
Planning a Web site can be intimidating. "Where do I start?" is
usually the first thought. And "How much will it cost?" is
usually the second. But making pricing the overriding criterion
is a mistake. A Web site that can't be found will cost you money
in lost potential revenue. A Web site that is not compelling will
turn potential clients away and reflect negatively on your
practice. A high-quality site will result in repeat visitors and
more traffic. An attractive, professional site, crafted by a
professional designer, can be had for $1,500 to $5,000.
Where do you start?
First, discuss the objectives, structure, and budget for your
site within the practice with your colleagues and staff. Choose
someone-an attorney or staff person-to act as a project leader.
The person must have the time to devote to the site. Get
commitments for articles from attorneys and staff. Review
competitive sites. Ask local firms and listserv members for Web
designer recommendations. Search the Web for sites that you like
and look at the bottom of the site for the designer's name.
There are several approaches to Web site
design:
· Design the site yourself. Be aware, though, that this
approach seldom works. The public is Web-savvy and an amateurish
Web site is easily recognized and reflects poorly on the
professionalism of your practice.
· Use one of the pre-built sites offered by book
publishing companies, directory publishers, or Web design
companies. The advantage of this approach is that pre-built
templates are readily available and it's easy to simply feed your
content into the template. The disadvantage is that customization
is often expensive. Also, template providers typically have
little expertise or interest in Web marketing, or post-sale
support. If you go this route, avoid a template design firm that
retains ownership.
· Seek professional assistance. The disadvantage is that
the initial investment may be more costly, but in the end, it
often offers the best results. A professional design firm will
save you time and money, especially if it has experience
designing legal Web sites. Profes-sional design firms typically
offer more hands-on assistance, post-sale support, and know how
to get visitors to your site.
· Use a combination of these options. This approach has
merits. The more you do up front, the less time the designer will
have to spend.
Evaluating your options
Once you find potential Web designers, ask for reference to other
law firm sites and check them out. The more advance work you do,
the less your out-of-pocket expenses will be. On the other hand,
be certain to measure your billable time against the designer's
wages and don't spend a dollar to save a penny. Then ask the
designers for at least 10 references to sites they have created.
If you can't check them all, at least do a spot-check.
Summary
As the Internet changes the way we do business, it allows
creative law firms to reduce expenses and service clients more
effectively. An investment of time and effort today will pay
dividends tomorrow.
Dale Tincher is president of Consultwebs.com, a legal and Web consulting and Web design firm based in Raleigh, North Carolina. He is also a frequent CLE instructor and an endorsed NCBA TAP consultant. Contact him at (919) 272-8052 or at dtincher@consultwebs.com.
SEE THE SITES
Wants to see some examples of legal Web site designs? Go to
www.consultwebs.com and click on the pages under "Client Work" on
the right-hand navigation bar.
