Back in the day, you could hide from the Internet. There was a
time (like when horseless carriages were in general use) when
potential clients would not look for or vet lawyers online -- at
least not aggressively. This was a function of a lack of
information (just think of how much more stuff is online in 2016
than in 2006) and a lack of savvy (as more and more consumers flock
to the Internet for purchasing advice, and use search more
regularly than ever before, they get better at finding what they
need), which has, of late, been remedied. The upshot is that, in
the modern environment, consumers, including consumers of legal
services, know how to find (the right) service providers online. In
terms of looking to the Internet for professional services, the
methodology for finding a lawyer is not all that much different
from finding a chimney sweep. The primary questions to answer, at
least as these relate to your Internet marketing, are:
- How will potential clients find you?
- What will they find when they do discover you?