Of the many business books I read, my current favorite is The Checklist Manifesto: How to Get Things Right by Atul Gawande. Its central premise is that, no matter what level of expertise you have in your craft or profession, having and following a simple checklist of steps is essential to avoiding costly mistakes, prevent oversights, and achieve true excellence.
In that vein, we, at LISI, have developed a checklist of the characteristics of what a law firm’s presence on the internet should be. This checklist, if followed, will assure your law firm is well positioned for success with online marketing.
The five parts are:
- A well-designed, informative website
- Proper placement in the search engines
- Listing in online legal directories
- Presence in social media
- Online marketing campaigns
In addition to online marketing, having a complete internet presence will assist with offline marketing as well. When competing with other firms for a corporation’s legal work or attracting a high-net-worth person to your estates and trusts legal team, the prospect will almost always check out your firm online. Be excellent in the five areas I’ve described and you’ll be ready for the competition!