| About the Authors | p. ix |
| Acknowledgments | p. xi |
| Introduction: Approaching Internet Marketing: Developing a Plan | p. 1 |
| Developing an Internet Marketing Plan | p. 3 |
| Analyze Your Firm | p. 3 |
| Analyze Your Practice | p. 3 |
| Analyze How You Market Your Practice | p. 4 |
| Analyze the Perception of the Firm | p. 4 |
| Identify the Firm's Qualities | p. 4 |
| Analyze Your Marketing Approach | p. 5 |
| Survey Your Clients | p. 6 |
| Domain Names | p. 6 |
| Announcing and Promoting Your Web Site | p. 7 |
| Positioning Your Firm and Your Lawyers | p. 8 |
| Search Engine Optimization and Search Engine Marketing | p. 8 |
| Growing Your Site | p. 9 |
| What Do Buyers of Legal Services Want from Your Site? | p. 9 |
| Practice Descriptions and Industry Strength | p. 10 |
| Lawyer Biographies | p. 10 |
| What Do Your Future Employees Want from Your Site? | p. 11 |
| Web Site Design Issues | p. 13 |
| Communicating Your Message | p. 14 |
| Graphic Design Basics | p. 16 |
| Screen Resolution | p. 17 |
| Web Site and Page Load Time | p. 18 |
| The Layout of Your Text (Line Length) | p. 19 |
| Consistency in Design | p. 19 |
| The Anti-Heavy Graphics Approach | p. 19 |
| Animation and Sound | p. 21 |
| Web Site Irritations | p. 24 |
| Print and E-mail Your Web Site Pages | p. 25 |
| Testing Your Site | p. 27 |
| Promotional Content | p. 29 |
| Promotional Content | p. 30 |
| Lawyer Biographies | p. 30 |
| Photos | p. 31 |
| "Above the Fold" | p. 31 |
| Contact Information | p. 31 |
| Cross-linking | p. 31 |
| Summary Bios | p. 32 |
| Practice Descriptions | p. 34 |
| Proof | p. 35 |
| Naming Clients | p. 35 |
| Cross-linking | p. 36 |
| Your Voice and Tone | p. 36 |
| Be Daring Enough to Be Unique | p. 38 |
| Lawyer versus Attorney | p. 38 |
| Text Pages versus PDFs | p. 38 |
| About the Firm | p. 41 |
| Firm Mission Statement or Introduction | p. 41 |
| Brief Firm Profile | p. 41 |
| Firm History | p. 41 |
| Awards | p. 43 |
| Pro Bono and Community Service | p. 43 |
| Podcasts, Audio, Video | p. 44 |
| Highlighting Client Information | p. 45 |
| Contact Information | p. 45 |
| News Stories | p. 46 |
| Announcements and Firm News | p. 46 |
| Press Room | p. 48 |
| Recruiting | p. 48 |
| Alumni | p. 48 |
| Multilingual Features on Web Sites | p. 49 |
| Informational Content | p. 53 |
| Newsletters | p. 54 |
| Case Studies | p. 56 |
| Discussion Boards | p. 56 |
| Audio and Video Content | p. 57 |
| Documents Collections | p. 57 |
| News Feeds | p. 58 |
| Ancillary Businesses | p. 58 |
| Links Pages | p. 58 |
| Subsidiary or Vertical Sites | p. 59 |
| Navigational Tools | p. 61 |
| Hyperlinks | p. 62 |
| Breadcrumb Navigation | p. 63 |
| Site Maps | p. 63 |
| Site Search Features | p. 63 |
| Interactive Tools | p. 67 |
| Registration Forms | p. 68 |
| What Information Should You Request? | p. 68 |
| Presentations | p. 69 |
| Client Surveys | p. 70 |
| Request Information Buttons | p. 71 |
| E-mailing Biographies, Practice Pages, and Articles to Other Parties | p. 71 |
| Choosing Your Web Consultants | p. 73 |
| Your Web Site Team | p. 73 |
| Internal Team Members | p. 74 |
| External Team Members | p. 74 |
| Whom Should You Choose? How Should You Choose? | p. 74 |
| One-Stop Shop Option | p. 75 |
| Web Designer or Developer | p. 75 |
| Strategy and Creative Director | p. 76 |
| Copywriter/Copy Editor | p. 77 |
| Hosting | p. 77 |
| Advantages of External Hosting | p. 78 |
| Disadvantages of External Hosting | p. 78 |
| Tracking and Analytics | p. 79 |
| Web Site RFPs | p. 80 |
| Web Site Maintenance | p. 80 |
| E-mail Marketing | p. 83 |
| E-mail Netiquette | p. 83 |
| Leveraging the Mass Appeal of E-mail | p. 88 |
| Mass Mailings and Spam | p. 88 |
| Should You Use Your E-mail Program? | p. 89 |
| Discussion Lists and Distribution Lists | p. 91 |
| Discussion Lists | p. 91 |
| Distribution Lists | p. 92 |
| Why Use E-mail for Marketing? | p. 93 |
| Implementing an E-mail Marketing Strategy | p. 93 |
| On a Shoestring | p. 93 |
| Web-Based Group Services | p. 94 |
| With a Budget | p. 94 |
| What Goes in Your E-mail Messages? | p. 95 |
| The Benefits of E-mail Marketing | p. 96 |
| A Word about Newsgroups | p. 96 |
| Tips and Tricks for E-mail Marketing | p. 97 |
| Summary of Key Web-based E-mail Services | p. 99 |
| Summary of Key E-mailing List Software Packages | p. 100 |
| Summary of Web-based E-mail Hosting Services | p. 101 |
| Weblogs and Podcasts | p. 103 |
| Weblogs as Marketing Vehicle | p. 104 |
| Google | p. 105 |
| Note on PageRank | p. 105 |
| How to Be an Expert at Google | p. 106 |
| Public Relations Benefit | p. 107 |
| Publicizing Your Weblog | p. 108 |
| Establishing Lawyers as Subject Matter Experts | p. 108 |
| What to Say on Your Blog | p. 108 |
| Linking to Other Sites-Keep a "Blogroll" | p. 110 |
| Tips for Getting the Most Out of Your Weblog | p. 110 |
| RSS Feeds | p. 111 |
| Tips for Getting the Most Out of Your Feeds | p. 112 |
| Podcasts | p. 112 |
| Tips for Getting the Most Out of Your Podcasts | p. 113 |
| Web Seminars and Social Networking Sites | p. 115 |
| Overview | p. 115 |
| Features and Functions | p. 116 |
| Webinar Providers | p. 117 |
| Best Practices | p. 119 |
| A Word on Second Life | p. 121 |
| Advertising and Search Engine Optimization | p. 123 |
| Paid Search | p. 123 |
| Contextual Advertising | p. 126 |
| Brand Building | p. 127 |
| Best Practices | p. 128 |
| Search Engine Optimization (SEO) | p. 129 |
| The Criteria for Online Awareness | p. 130 |
| The Common Sense of Search Engine Optimization Basics | p. 131 |
| Beyond the Basics | p. 134 |
| To See Results, You Have to Be Looking | p. 135 |
| Visibility Alone Isn't Enough | p. 136 |
| The Real Story About Your Web Site | p. 136 |
| Buyer Beware | p. 136 |
| Glossary of SEO Terms | p. 137 |
| Measuring the Results of Your Internet Efforts | p. 139 |
| On a Shoestring | p. 139 |
| E-mail | p. 140 |
| RSS | p. 141 |
| On a Budget | p. 142 |
| Now What? | p. 144 |
| Measuring Your Return on Investment | p. 145 |
| Scenario for Fictitious Law Firm, Snow & Snow LLP | p. 146 |
| Inbound Communications | p. 146 |
| The Ethics of Client Development Through Technology | p. 149 |
| Why Compliance Matters | p. 150 |
| What Do the Ethics Rules Cover? | p. 150 |
| Do the Rules Govern Client Development in Cyberspace? | p. 152 |
| Format and Content of the Rules | p. 153 |
| False and Misleading Communications | p. 153 |
| Advertising Rules | p. 155 |
| Solicitation | p. 156 |
| Specialization | p. 157 |
| Application of the Rules to Technology | p. 158 |
| Web Sites and Weblogs | p. 158 |
| Directories | p. 160 |
| E-mail Solicitations | p. 161 |
| Case Bidding | p. 162 |
| Sponsored Links and Pay-per-Click | p. 163 |
| Social Networking and Gaming | p. 164 |
| Multistate Compliance | p. 164 |
| Conclusion | p. 165 |
| Index | p. 167 |
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