The advertising is not the editorial content of the site per se. Stock tickers, local weather, local news, industry news, even movie reviews written by firm lawyers can provide the visitor with reasons to both return to the site and view the firm as an interesting collection of intelligent human beings rather than as a dry legal machine. Use the power of the Internet to interact with your visitors and create a relationship and dialogue. For firms who rely on individual clients, a database driven directory of courts and government offices can easily be created by a paraprofessional and implemented. The same is true for simple statutory materials in the firm's major practice areas.
Web users love to fill out forms and request free information.
These services will also serve as a tool to capture email addresses as discussed above. Similar relevant services can be developed for targeted corporate clients. Solicit and conduct pro bono activities on the site. Seek free advertising banners on local websites linking to your pro bono pages. Publish on a regular basis the progress of your pro bono activities.