In Part 1 of Law Firm Web Sites I asked: “Is your Web site so 1999 that it’s holding your firm back?” Well, for many of us, including me, the answer is “yes.” So how do you approach a $40,000 – $1 million upgrade?
The first thing you CAN’T do is try to sell to your lawyers the interactive features of Web 2.0 – blogs, social networking and collaboration.
As marketers, we naturally gravitate to what is new, exciting and dynamic. Lawyers, however, are skeptical, autonomous and lacking is sociability. No wonder they resist Web 2.0.
According to Larry Richard, in an article Herding Cats: The Lawyer Personality Revealed:
Research confirms that not only are lawyers highly autonomous, but they share quite a number of personality traits that distinguish them from the general public.
Personality Trait % Lawyers v. General Public
Skepticism 90 60
Autonomy 89 60
Sociability 12 50
So how do you measure and sell the ROI of a Web site upgrade?