As 2011 gets underway, continues to reach more attorneys on a daily basis. Recently, we had a chance to talk with Bill Potthoff, FindLaw Sr. Client Development Consultant in St. Louis, Missouri, who saw a dramatic increase in his clients’ receptiveness to online marketing in 2010.

“Not a day goes by that I don’t hear ‘I am done with the yellow pages’ from an attorney,” says Bill. Moreover, in a recent article, Michael S. Greco, President of the American Bar Association, states that approximately 80% of U.S. lawyers are either a solo practitioner, or work in small firms. Since these clients are our target demographic, this bodes well for FindLaw.

Below is a transcript of the interview we did with Bill which illustrates this trend:

FL: How has the online marketing landscape changed for your clients?

BP: In the aggregate, attorneys realize that they can no longer create a static webpage and walk away, and many of my clients now understand the value of being online right from the start. The different approaches to creating online strategies for law firms have evolved. It’s now possible for a solo practitioner to have an online presence that rivals that of a large firm. In the case of a more seasoned or larger firm, we can emphasize a proven track record and their specific areas of expertise to help them to stand out online. Each client requires a unique approach.

FL: What would you say is the biggest challenge for you this year as a consultant?

BP: My biggest challenge this year is emphasizing the importance of being discoverable by the search engines. It is imperative that attorneys internalize the idea that their website needs to be a living medium where changes in content and information take place frequently.

FL: So what separates FindLaw from others?

BP: Innovation, expertise and a focused product. For example, unlike the yellow pages, we focus solely on legal professionals. Day in and day out, I work with attorneys to find a unique suite of FindLaw products that are relevant to their practice. Whether they are trying to branch out in a new practice area or attempting to reach a broader audience, nobody offers a wider and deeper range of services than FindLaw.

In today’s landscape, FindLaw is seeing a sense of urgency on the part of our clients to get in front of as many people as possible. FindLaw believes that the idea is well settled that the internet is here to stay and those who are not players proceed at their own risk. Empirically, the numbers back it up. If you or someone you know would like to speak with Bill Potthoff, he can be found at Missouri Legal Marketing.

— William Ballard, Senior Director of Sales
with Pierre Zado, FindLaw Portal Team

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