A Web publisher, therefore, needs to give people a reason to visit a site and to come back again and again. The best way to do this is to update the materials on the site regularly and frequently. But not many. One of the biggest mistakes law firms make in setting up Web sites is creating the equivalent of their brochures or bios. I have looked at dozens of law firm sites, and I can tell you that if I were a client, I would have no interest in clicking my way through a law firm's brochure, when I could just as easily read it on paper.
Content is king on the Web.
Like any publisher, a law firm needs to think about the audience it's trying to reach with its Web sites. And they don't much care how many lawyers are in the firm or who the managing partner is. They want information they can use. Erika Penzer is executive editor of Lexis Counsel Connect.