- Learn how to control your website content.
- Learn how to use Performance Dashboard to evaluate how well your site is doing.
As managing partner of Neimark & Neimark LLP, I do not aspire to be a webmaster or site developer.
Yet I know that to be successful not just in the practice of law, but also in the business of law, I had to embrace new media and marketing tools.
Practicing personal injury law in New York is a highly competitive business. From offices in the New York area in Rockland County and Brooklyn, we represent clients in a wide range of personal injury claims, including car accidents, medical malpractice, slip and fall, products liability, and construction accidents. This is a very competitive corner of the legal world.
We have a loyal clientele and enjoy a thriving practice. But to generate the new business for long-term growth, we need to do more than just practice law effectively. Networking, relationships, and reputation will only get you so far. And forget about traditional print advertising.
In this new digital world, if you want your reputation to precede you, you have to get hands-on and be involved.
Control Your Content
There are so many website providers on the market today, it was difficult to decide which one to choose to rebuild our firm’s website.
As I mentioned, I am not a web developer, nor do I aspire to be. I have limited time to devote to my firm’s marketing, but I appreciate that my participation is necessary. A website is an important way to communicate to existing and potential clients. But it has to be a tool I could use.
As I found, there are two key areas to a website that make a world of difference: ease-of-use for posting content and transparency of actual site performance.
We purchased a LexisNexis Web Visibility Solution, including a custom 26-page website optimized for search engines and mobile devices, a content management system (CMS), a custom blog, and other components.
With the CMS, I like that I have the option of full control over my content through a user-friendly interface.
With a bit of user training, you are able to navigate the CMS. The CMS has a simple layout that mirrors the actual website, so I can easily find content. With my blog, I can add new posts or make changes to existing posts with ease and in real time, without having to depend on a third party. Anything that saves us time is a big help, so I don’t sacrifice time needed to serve my current clients in order to attract new clients!
As part of my subscription, LexisNexis provides me with a certain number of hours per month to refresh content and perform other administrative tasks. The LexisNexis team makes all site changes (though I could if I wanted) and is responsive—changes are usually completed within 24 hours, if not sooner.
Where I use the CMS tool most is with my blog, which is customized with the same look and feel of the website. The CMS tool used for changing or adding content to the website pages is the same tool used to upload blogs. The navigation is obvious, so you can move around with ease. Most importantly, you can post quickly.
By posting blogs focused on issues of personal injury law, we demonstrate our value to our current and prospective clients. Making the actual posting process easier enables us to post consistently.
Need Transparency of Site Performance
Another feature of my website that is very useful is the Performance Dashboard, where I can access key performance indicators that tell me how my site is doing. I usually get a report sent directly to me on a regular basis, but I like that I (or other members of my team) can go in and check our website statistics whenever we want. Transparency is important.
I cannot stress this enough: for any attorney considering a website, ask questions about reporting and control of content, regardless of which provider you use.
Ask about the content management system and actually use it before buying. You may leverage some form of customer service, but you should have full access and control over your content. Also, it should be relatively easy to use, so you can minimize the time you spend on your site.
A web-based site performance reporting tool is also important. Remember, your website will continue to evolve with your law firm, search engine requirements, target prospects, and practice areas. The website you have today will need to grow with your business.
Having an effective dashboard available—coupled with proactive reports, delivered in the format you want—is critical.
Your website should not be a mystery.
Neither the ABA nor ABA Divisions endorse non-ABA products or services, and the product reviews in GPSolo eReport should not be so construed.