This document provides 8 tips for mid to large law firm web projects: 1) Sort out the firm's brand identity before starting the project, 2) Different firm types have different opportunities, 3) Manage politics and egos among partners, 4) Harness the firm's intellectual capital and optimize content, 5) Start the content process as soon as possible and set deadlines, 6) Find integration points with other firm systems, 7) Choose a vendor with legal experience and broad expertise, 8) Align with existing platforms and choose a scalable CMS.

1. 8 Tips For Mid to Large Law Firm Web Projects October 27, 2009

2. 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

3. 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

4. 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

5. 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.

6. 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

7. 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

8. 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

9. 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!

10. 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