Brach Eichler March 30, 2012
Business landscape had changed
Law firm websites had not
Observation 1: New Business Landscape • • • • •
Tech-savvy lawyers, and clients A wider (and more competitive) market Emergence of social media Lawyer as entrepreneur The Economy
Website paradigm (the basic structure) has not changed.
of website traffic goes to attorney bios Attorney Bios
Home & Contact Us Pages
A 2009 survey of general counsel
of the respondents said that they visited a law firm’s website when evaluating and purchasing legal services
said that the attorney bios section is the most important section of a law firm’s website – and the one they visit most.
* 2009, Wicker Park Group survey of general counsel at major companies
Rainmaker Focused Website Firms: Continue to build the firm brand Attorneys: Communicate depth of experience Build their reputation
Small, customizable websites for each attorney Fits within the firm’s larger website Can have any number of pages Can include any type of information
Tech Platform Built from ground up over the past 2 years using the most up-to-date, open-source technology. • Accommodate odd-ball content (video, podcasts, etc.) • Integrate social media • Be highly modular and flexible • Provide automatic upgrades and enhancements
Tech Platform Proprietary Code • • •
Private, closely guarded code Difficult and expensive to modify You are often beholden to the original developer
Open Source • •
Developed by a collaborative community Functionality can be added more quickly, easily – and often less expensively
Open Source Drupal MTV (UK) NASA The Onion New York Public Library McGill University Amnesty International Fast Company The New York Observer Warner Bros Records Popular Science
WordPress Wall Street Journal Magazine Ford CNN Andreessen Horowitz Benchmark Capital University of Maine Verio Network Solutions TechCrunch Southern Bancorp
Throw it away and start from scratch in 5-7 years.
A living, growing site. Reskinned in 5-7 years.