You can learn fascinating things about the flow of traffic into and through your site and study the success of different promotion techniques. The number of subscribers to e-mail newsletters available at your site is an excellent indicator of the number of quality visits. Use this information to reinforce existing sources of traffic and to help find new locations for reciprocal links or advertising. Like content and design, your promotional efforts will evolve as you learn and as new techniques become available. A written plan will help you focus your marketing efforts and improve them on an ongoing basis.
Checklists can be especially helpful.
A promotional plan can put you well ahead of many other law firms that have websites. It can give you an important competitive advantage and help you connect with the audience you want to find. Dennis M. Kennedy practices computer and Internet law at Thompson Coburn LLP in St. Louis, Missouri.