The Internet plays an important role in virtually every law firm's marketing strategy. Whether a sole practitioner or a national, multi-office law firm, a well-developed approach to the online environment ensures that both existing and prospective clients receive a consistent message. In addition to its communication benefits, the Internet can play a critical role in providing clients with efficient service delivery, in encouraging collaboration between lawyers and clients, and in serving as a useful tool for student recruitment.

Notwithstanding its potential, a review of hundreds of law firm websites reveals that many lack a cohesive message and approach. In many instances, law firms appear to have created their websites merely for the sake of having an online presence. Some sites quickly become stale by featuring dated content or wearisome because they make it difficult for users to access basic information such as attorney biographies or practice areas. Still others simply limit their Internet marketing strategy to the World Wide Web—ignoring several additional tools that may prove equally effective.

This guide is designed to provide the Canadian legal community with the informational tools necessary to craft an Internet marketing strategy appropriate to any size law firm.

To attract the attention of a wide audience, many firms leverage their greatest asset—their knowledge—by making some of that knowledge freely available on a firm website or other electronic marketing materials such as e-mail newsletters. Such information-based content generates interest in the site and by extension in the firm. Newsletters, articles, PowerPoint slides, consumer product warnings and extranets are but a few of the possibilities. The inclusion of such content enables a website to become a destination, improving upon a first generation website design.

The benefits of a destination-style website include:

• Enhancing the firm's distinctiveness, a crucial goal amidst the growing clutter of law firm websites

• Enabling the firm to demonstrate its knowledge and expertise

• Increasing the "stickiness" of the site, by providing visitors with an incentive to remain at the website for longer periods, turning visitors into prospective clients

The objective of operating a destination website is to capture the interest of visitors, encouraging them not only remain at the website for longer periods, but to become repeat visitors. As visitors actively frequent the site, accessing new content, their familiarity with the firm and its services grows.

Encompassing the benefits of a destination-style site, portals, such as Yahoo! or Findlaw, enhance user experience by aggregating a broad range of content as well as by using personalization and customization features to pool applications, information, and communication tools. The personalization and customization features enable visitors to design their website experience as best reflects their interests. Visitors typically establish an account with the website and are able to control content by adding or removing modules as desired. The layout and appearance of the website can also be tailored to the visitor's preferences.

The benefits of a portal-style website include:

• Tracking and logging visitors' activities - generating data that can be used to better understand the habits of existing and prospective clients

• Using communication tools such as e-mail or instant messaging (see below), so that a portal increases the lines of communication between the firm and its site's users

• Operating as a central platform for a law firm's Internet presence, a portal can serve as the successful launch pad for the integration of new e-commerce service delivery

Since a different website is always just a mouse click away, website functionality and design is critical to ensure that visitors find what they are seeking quickly and easily before they decide to move on. The website must be easy to use and navigate. Including a site search-engine and a site map augments usability. Moreover, highlighting new content and information attracts user attention and reinforces an up-to-date image of the site.

Since some prospective clients may be inexperienced and unsure about how to approach a lawyer, a firm's website provides an excellent opportunity to simplify the process of searching for, and working with, a lawyer. Methods of creating channels of communication include:

• Dedicating a portion of the site to explaining the legal process, by offering a road map of a typical case or legal service.

• Providing a form where visitors can pose legal questions with no further obligation. This allows visitors to take an important first step in developing a relationship with a lawyer.

• Purchasing a domain name

Select a short, easy-to-remember domain name and place it on all correspondence including firm letterhead, business cards, and marketing materials. Firms that target the Canadian market should consider registering a dot-ca domain name which offers immediate Canadian recognition as well as a greater choice of potential names. Registering the identical dot-com domain, if available, may also be useful since some users are more familiar with the dot-com extension.

If a new website is launched after a firm merger, the old address should be redirected to the new site since the old firm address will still found in search engines results, leading to potential lost traffic to the new site.

A firm should never shut down its site during its redevelopment. Going offline, for even a brief period of time, is equivalent to not answering the phone.

• Selecting a web design company

Unless there is staff proficient with both graphics and web design, building the firm's website in-house is not recommended. Today's web user is accustomed to quite a high level of sophistication in design. A firm's website must meet those expectations.

There are several methods to select a design company. These include using Internet search engines to identify local designers, particularly ones that specialize in working with law firms. Alternatively, inquire about web designers who created sites that typify the firm's desired approach.

• Selecting a website hosting company

Website hosting companies can be identified through Internet search engines, web host indices, recommendations from web design companies, and referrals from other website administrators.

While cost is typically a major factor in the selection process, it should not be the sole determinant. Important considerations for selecting a host include: bandwidth allocation or the number of visitors permitted per month; disk storage space; corporate reputation; references; whether the company is Canadian or U.S.-based; server reliability, and whether it hosts websites itself or is a re-seller of another provider's services.

• Identifying the website's audience

A firm can expect its website audience to be a combination of existing clients, prospective clients, and law students. Since each represent specific market segments, identifying the intended target markets during the design and planning stage better ensures that the website will be successful.

• Assembling content

Website content should be frequently updated. Stale or old content provides visitors with little or no incentive to return to the website. Developing a specific schedule for new content additions is one method of ensuring that the website remains fresh.

As for the content itself, heavy text pages do not encourage readership. Since the tendency is to primarily scan the text when viewing web pages, all writing on a web page should be clear and concise. Avoid the use of graphics and animation that are not essential since such files increases download times.