8 Tips for Mid to Large Law Firm Web Projects

8 Tips For Mid to Large Law Firm Web Projects
October 27, 2009

Sort Out The Brand First
Different practice priorities or even business models stir questions about the top level brand of the firm
Deal with brand positioning and identity issues at the firm level before you start a web project
Be prepared for the also inevitable questions about Department, practice, sub-practice structure
This is not a web project issue, it’s a strategy question
Stay focused on your prospective clients, not the org chart

Different Firms = Different Opportunities
Type of firm
Defense
Class-action and/or Plaintiff side
By approach to marketing
Reluctant
Moderate
Aggressive
Practice focus
Some are simply better than others

Manage Politics & Egos
There are a lot of egos in mid to large firms (shock!)
Most Partners have little real time/interest in the project, UNTIL it’s too late
Identify the stakeholders beyond the short team
Get them involved in some way, even if it is little more than CYA
Interviews, surveys whatever might make them feel involved
Identify flags early
Conflicting styles among partners, unrealistic views of functionality

Harness Firm’s Intellectual Capital
Collect info from anywhere and everywhere
Speaking engagements
Sponsorships
Articles, publications
Press releases
Blogs
TV, videos, etc
Optimize content for SEO
Use Social Media to spread
On-site: AddThis
Off-site: redistribute to slideshare, scribd, etc.

Managing Content Process
Start AS SOON AS POSSIBLE
Copywriting kills, kills, kills law firm web project timelines
Hire copywriter for consistency, if budget allows
Transition from site map to content plan
Identify content owners and set schedule
Provide guidelines for writing for web
Set deadlines and stick to them
When all else fails – grab a big stick (i.e. Managing Partner) to set deadlines

Find Integration Points
Look for integration points with Practice Management software/intranet
Reduces redundancy of effort
Easier to find centralized content
Opportunities for enhanced UI/UX
Internally and externally

Choosing The Right Vendor To Help
Assess short and long-term business needs
Legal experience helpful, but not critical
Make sure they have broad expertise in the interactive space
Web design, web development/CMS, online marketing, analytics and project management
Meet the key people on the team
When reviewing portfolios/case studies be sure to ask what work exactly they performed
Check references

Content Management Platform
Align with your existing internal platforms preferably
Java, .NET, PHP
Carefully work through your workflow and permission requirements
In reality, you will likely not use ½ the rigor you outline
Choose a CMS one that is scalable and extensible
Like buying your first house – stretch yourself a bit
Content migration can be tricky
Scripts can help immensely, but no, there is no magic button - especially if you are adding substantial content/functionality
With XHTML/CSS, you can revise the site’s aesthetics every 12-18 months without gutting the CMS
Don’t forget the analytics package – and benchmarks!

About the Author
Mark Patten, Principal
Six years LEXIS-NEXIS
11 years interactive industry experience
Numerous medium and large law firm web projects
Twitter: @MarkAPatten
Delphic Sage
Leading interactive agency
Broad mid to large law firm experience
www.delphicsage.com
Twitter: @DelphicSage