Law Practice Today

Firms should be selective about displaying logos of networks and lawyer ratings services on their Web site Home page, a move some rating services and networks have recently started to encourage.

The logo of a prestigious law firm network on the firm Home page, done right, can create credibility with visitors.  However, we caution against making the logos outbound links to the sites of the networks themselves.  This advice is a bit selfish.  A reciprocal link— remember, the network links to your site -- is less valuable to your firm’s search engine optimization (SEO) than a pure in inbound link.  As well, your firm’s membership to a network is evaluated over time. If a client finds another firm in another city or state in your network by using your firm’s site as an entry portal that your firm was the original source of the work may never become known.

Instead, the logos on your Home should link to an overall description of your firm on another page within your Web site.  That’s where clear explanations of the network and who to contact within your firm for referral should appear.

Many firms also indicate on their Home page that their firms or lawyers are top-rated by Martindale-Hubbell, Super Lawyers, Best Lawyers in America or Chambers.  These logos can be used to quickly convey credibility to visitors.

The problem is clutter.  How many logos should you display?   There is no hard rule here; it’s a judgment call.

Some networks and rankings services also encourage email signatures indicate a lawyer is a member or ranked.  And that marketing materials also carry logos.

We don't think recipients rely on email signatures for this kind of information, or expect it to be there (at least not yet).  It seems tangential.

If one or more of the networks is germane to a seminar presentation, however, even for cross selling purposes, we think a firm should use the network logo on the materials and explain the network's benefits to attendees.  We say avoid logo(s) being dropped into materials absent explanation.

All of this leads to the question of use on stationery and business cards.   Business cards are most often given to new contacts.  Establishing credibility is important when you provide your card.  So we’d include the logo(s), if the lawyer is comfortable.  Print them on the back of the cards if space is an issue.

Stationery changes are difficult for most firms.  Network logos often help the look and feel of letterhead, and we recommend they be used.  Ratings service logos, however, strike many firms as too promotional.