Law firms have a lot to gain by ‘creating’ a market and online provides an efficient landscape

I did a blog piece last week where I discussed the whole idea of integrating drafting technology into your own website. This is very significant and important. Why?

Visitors to your site today will access information. With drafting integration they can access information + solution. Subtle but BIG SHIFT and (possible) game changer.

So why does this matter? Well it,

1. means that you maintain control of your marketing message (informing, engaging, capturing), tweaking and refining it to suit which,
2. means that you can create richer and powerful landing pages to utilise for SEO which,
3. means you can create the efficiency landscape for your Practice that drives the relevant client to the relevant solution, (face to face, phone, online or a combo of all three),and
4. it is affordable for firms of any size.

So you can capture, solve and migrate to in-office as required from your website. Clients can choose to complete and securely submit a rich initial draft to your desktop – think about the time/cost saving of them doing it and not you.

That, say one hour, initial sit down and draft with the client time has just dropped off your cost base for those clients who like that way of engaging with you, (ie people who transact on the web and unless you have been on a desert island with no 3G or broadband there are quite a lot of them).

You then have the job of refining it via online or face to face. This is where you start to motor…here is where you are adding VALUE. THIS IS YOUR KEY DIFFERENTIATOR. And that’s value delivered more efficiently.

The bottom line is that at all times you as a law firm remain in control of the process and the document.

So I think law firms have a choice,

• do nothing, wait to see what happens and adapt/survive (reduced destiny control) or
• deploy engaging, relevant participation tools and start to create a market for your services with the reach and accessibility of online to enhance existing methods of engagement (increased destiny control).

I say go deploy and create your market.