You might be surprised by the number of times I’ve taken a meeting with a law firm about building a new website, and it becomes clear that at least one attorney in the meeting has no idea what’s on their existing site. “Haven’t looked at it in years,” some attorney declares.
Why is this? There are many possible explanations, one being that most lawyers have little, if any, “ownership” of the site. They believe that it’s the marketing department’s job to worry about the site. This sentiment is, of course, counterproductive. A high level of attorney participation is vital to creating a website that will help drive new clients.
So how do you give attorneys a stake in the website? One possible solution is attorney microsites: multi-page attorney profiles that act like miniature websites. By giving each attorney their own microsite, you are giving them increased control over their online marketing. It’s their microsite. They can add any type of information they want to their microsite. With this comes pride of ownership – and increased participation in marketing.