Saturday, April 12, 2008

Law Firm Marketing Mistake: Failure to Invite the Connection

Almost every law firm web site we visit has a menu option entitled something like "Practice Areas." Once you click on the link you are presented with anywhere from 5 to 20 different legal practice areas; some even have sub-practice areas.

"So what's wrong with this?," you ask. The answer is that invariably there is NO PERSON TO CONTACT once you get to the practice page of interest. This is not a good law firm business development technique.

If I am a prospective legal client and I want to get information on the Energy Practice in your law firm, who do I call? Most law firm web sites leave me guessing. I can try to call the reception in the main office, at which point I am likely to hear lots of mumbling and/or get transferred around (I speak from experience).

I could also try to find the right contact by searching the "Attorneys" menu option on the law firm's web site, but too often I'm presented with a list of dozens of lawyers with little indication of which one can help me.

Here's the solution: always list the Practice Chair or key contact person (ideally an attorney) for each practice area on the practice page. Provide their direct dial number, email address, and a link to their bio page. This is a very simple step.

Best Practice: Vedder Price does a nice job of introducing different members of the firm. See:

Help your prospects make contact with your attorneys! You might even get some new business or alliance partners this way.

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