Web Marketing for Lawyers

As the year progresses and law firms continue to struggle to make ends meet, technology budgets will take a large hit, meaning more must be done with less. Nothing new is the name of the game as there is simply no funding available for the latest and greatest. From putting software upgrades on the backburner to purchasing netbooks rather than laptops, firms large and small will have to think of creative ways to make the most of what they already have. Here are some tips to make the most of your technology dollars.

Get the Most from Your Current Software Investments

One easy way to cut costs in technology is to skip the latest upgrade. Saying no to Office 2007 will be painful, but digging deeper into your current version to find useful features that you didn’t know about will be worth the effort. Searching for training opportunities so you can learn more about the software you use will also help. If you must upgrade, negotiate with your vendor for better discounts and look for deals on the internet.

Go Mobile

If a hardware upgrade is not in your immediate future, perhaps an upgraded smart phone is. It’s cheaper and is quickly becoming a more widely used working platform amongst attorneys. The Blackberry and iPhone are the obvious choices here, with new applications that enhance productivity and connectivity. Go for the smartphone and look for ways to access documents and other data, as well as people and email, and treat this as the upgrade you otherwise didn’t get this year.

Utilize Web 2.0 to Save Marketing Dollars and Upgrade Online Marketing Efforts

Finding more clients and keeping the clients you already have (see below) is key to the survival of any law firm. During a down economy, it’s important to evaluate your marketing efforts to make sure you are getting the most for your money and efforts. The internet is the vehicle of choice these days. Look at your current web presence, your website and your directory listings to make sure they are as productive as then can be for your firm. Many directories have special options and features that allow you to better communicate your practice, yet few attorneys take advantage of them. These include photos, enhanced information about your credentials and practice, links to your website, and videos and/or audio clips. It’s worth the time to provide these, especially if they are already included in your listing at no extra cost.

As for social networking (Twitter, FaceBook, LinkedIn, MySpace, etc.), try a few options and pick the one that feels the most comfortable to you. Because you are busy, look to options that provide you with a solid presence but without the need for constant interaction.

Make Existing Clients Happy

Good clients are not easy to come by. When you have one, you want to keep them happy. You can use technology to make key clients happier by making it easier for them to work with you. Ask them if they have any problems accessing you, the documents you are collaborating on or any other information concerning their legal matter. Step up efforts to make copies of documents accessible without major technological investments and look for ways to troubleshoot document compatibility issues. Sometimes the problems are not complicated and a little effort will go a long ways to keeping a client satisfied and loyal to your firm.

Invest in Collaboration Tools

Look to collaboration tools, such as Microsoft SharePoint, GoToMeeting and Google Apps to assist with long distance collaboration instead of the more expensive, less efficient and more disruptive travel options. Google, in particular, has many tools to aid in collaboration, including wikis, shared calendars and Google Docs. These features are gaining more and more attention as users realize that a lot can be done with them for little to no cost. Users can share and collaborate on documents long distance with Office compatibility, plan using shared calendars, and create collaborative workspaces via Google Sites. The one drawback is the fact that information is stored offsite on a remote server, which could potentially lead to security and confidentiality issues for law firms. Yet smaller startup firms are starting to test these options. GoToMeeting provides a web conferencing tool that you can use from your Mac or PC for one low rate. You can hold more effective meetings long distance with the ability to give and receive presentations from your computer.

Practicing law in a down economy means doing more with less. Looking at cheaper technology options, bypassing possible unnecessary upgrades, getting the most out of what you already have and leveraging new technologies to boost your productivity and marketing efforts without a large monetary investment will all serve to boost your bottom line.