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<b>Technology In Marketing: </b> Time to Upgrade Your Firm's Web Site?
Web sites have become an essential component of the marketing efforts of law firms ' from the AmLaw 200 all the way down to the solo practitioner. Web sites offer clients, prospects, the media and other target audiences a central repository of information about a firm not readily accessible from any other source, including attorney bios, practice area descriptions, publications and firm news. Smart firms make sure that the address for their Web sites appears on everything from letterhead to business cards to e-mail signature lines.
However, despite their importance, many law firm Web sites are outdated ' having been designed, developed and launched several years ago when Web technologies were far less advanced than they are today. As a result, many law firms are not taking advantage of new technologies that could simplify site maintenance, improve the 'user experience' of site visitors, and more effectively promote the firm's expertise.
While there is no rule of thumb as to how often a law firm site should be upgraded, at a minimum a law firm should periodically perform a site audit once a year ' either internally or with an outside vendor ' to determine in what areas the site might be falling short, and whether newly available technologies can help the firm achieve a greater ROI from its Web presence.
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