Then remind people who visit your site to come back periodically for updates. Other types of information can be posted at your site as well. Say, for example, that your firm sponsors CLE seminars or other educational events. A natural thing to do would be to post this information online, and then remind people to keep checking back to see the latest offerings. If you think of your website as more like a magazine or a newspaper and less like a firm brochure, you'll start to get the idea of what I mean here.
Static content is bad.
Dynamic content is good. I said above that regularly updated online newsletters were a good way to encourage return visits to your site. Operated by Tennessee-based attorney Greg Siskind, this site features over 1000 pages of Immigration Law related content. But even more impressive, the firm maintains a mailing list with over 13,000 subscribers. Each month, every single one of these people gets an email from the firm with news and information about immigration law.