In addition to predicting potential profit, firms should also assess the financial risks. This risk of creating legal Web advisors is probably less than the risk of opening a new office, starting or acquiring a new practice area, or acquiring another firm. First, in the subscription fee or project model, firms can seek client commitments before investing. And second, the fixed expenses of creating a Web advisor are probably lower because there is neither a leasehold expense nor a commitment to high compensation for new partners or associates. Investment decisions are not driven purely based on profits or risks.
Some firms open offices or practices to position the firm appropriately in the marketplace.
Providing legal Web advisors can likewise position firms. Clients, Clients, Clients Law firms invest many hours and significant out of pocket expenses in client development. Firms that view creating legal Web advisors as a client development activity can evaluate the payback using whatever metrics they use to assess other client development. Firms that deliver services over the Web set themselves apart from their competitors. The foot in the door can be quite valuable and may lead to traditional representation.