In today’s technological environment, most people are accustomed to using the Internet when they are searching for any information, including information that will help them choose an attorney or a law firm. All attorneys stay in business by repetitively locating new cases, servicing long-term clients and finding and retaining new ones. To be successful, law firms need to use all possible online tools to ensure they can be found and contacted by prospective clients regardless of practice areas. No new clients, no new business.
In short, it’s a numbers game and every law firm has to maintain a pipeline to new clients. While established firms with prominent lawyers may be hired simply because of name recognition, retention is usually based on proven performance — perhaps getting well-publicized, big verdicts or settlements, being part of the Top 250 law firms in America, or by their reputation within the local legal community — most small or medium law firms must be only a few clicks away from today’s Internet searchers.
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