Lyndhurst-based law firm turns to blogs, website to boost clientele


* Websites, social media add clients and areas of practice.

Peter Moeller, marketing director of Scarinci Hollenbeck, in Lyndhurst with managing partner Donald Scarinci. Moeller has helped drive the law firm's online rebranding effort.

At one North Jersey law firm, "tweeting," "podcasts" and "blogging" are part of the legal jargon.

Lyndhurst-based Scarinci Hollenbeck is undergoing a rebranding campaign, pushing the 24-year-old firm and its attorneys into the digital realm with a new website, five blogs, multiple Facebook, Twitter and LinkedIn pages, YouTube videos and informational podcasts, at a time when the legal industry faces an overabundance of lawyers and has lagged behind other sectors in adopting new technologies.

"We're refocused so that when somebody looks into our attorneys, they see what they are doing. It's not just being lost in the wind," said Peter Moeller, director of marketing and communication.

The firm, which has more than 50 lawyers, launched its new site, social media strategy and image in the beginning of 2012 after more than a year of planning. And it's still a work in progress.

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