The Internet pays dividends for law firms of all sizes

When Cape Girardeau lawyer J.P. Clubb started his firm in March, one of the first priorities was implementing a tool he believes will be the future for advertising, attracting clients and doing business in his field — a company website.

Clubb has since relaunched theclubblawfirm.com to make his home page more aesthetically pleasing with additional features such as blogs and information about cases and services he provides.

He has seen more interest from clients, including a handful from foreign countries who discovered the firm based on his website. Clubb also has used Google's online advertising to increase traffic on his site, hoping to attract clients.

Clubb incorporated features from the Missouri Attorney General's website such as a list of services offered, press releases, legal links, profiles of top executives, blogs and a prominently placed photo of himself.

"Many times people may be timid about calling a lawyer," said Clubb, whose private practice is at 400 Broadway, Suite 326 in Cape Girardeau. "We felt that by putting our pictures up there, it adds a personal touch and lets people see who we are so they'll put a face with a name."

But even with the site's many features and success, Clubb believes the best is yet to come for the industry.

Clubb envisions a time when most firms will have sites that contain information similar to the Clubb Law Firm and will allow clients to access documents online using a password-protected system.

And he believes that day is sooner rather than later.

"We feel like we're at the tip of the iceberg," Clubb said. "Within five years you'll see a dramatic change in the way law firms conduct business through the Internet."

A recent study by Intendance Research reinforces what Clubb believes: The Internet is essential to the marketing and growth of law firms, which are now starting to improve their presence among others in the business sector. The study found that both large and small firms are taking advantage of this technology.

Lann Wasson, senior manager of knowledge management at Husch Blackwell Sanders LLP law firm, said the company's website has proven beneficial to building a clientele for its 675 lawyers throughout 13 locations, including the Missouri cities of Kansas City, St. Louis and Springfield. Wasson said potential clients are able to obtain detailed profiles on each lawyer.

"From there, the client gets a first glance at the depth of work our lawyers do," Wasson said. "That allows the client to then put our lawyers on a short list and from there the person can decide who he or she wants to hire. We understand how important clients value the leadership qualities that may win them the case."

Wasson said the key is not that companies have websites, but that the features allow for as much user interaction and information as possible. This can be accomplished through blogs, news readers and articles about a certain subject.

"This is one area that has certainly changed within the past few years," Wasson said. "And in the end it markets our firm better."

Wasson said that if a firm or a business in general does not have a website,it is missing out on benefits that come with one.

"For a modest sum of money, even a small firm can produce as good a quality site as firms two to three times their size," Wasson said. "For the longest time our field has been very conservative when it comes to change, but firms are learning that our larger clients are sophisticated in who they work with and some part of their selection hinges on the quality of a website."

While Wasson and Clubb's firms have their own site, a search by the Southeast Missourian found that only a handful of law firms in Cape Girardeau have a working website. Instead, most use the Yellow Pages as their main form of advertising.

But Clubb hopes others in the area will follow his lead.

"If you look at most sites for lawyers, you'll notice it looks like a brochure and has minimal information or isn't even up-to-date," Clubb said. "What I'm trying to do is give people a reason to come back and consider my business."

bblackwell@semissourian.com

335-6611, extension 137