Using Avvo to Market Your Law Firm on the Internet

Unless you have had your head under the proverbial rock the last two years, you have probably heard of Avvo.com. Plain and simple, they are a ranking system for lawyers.

Now before you get all upset and pester me with nasty emails telling me about “it's not right for Avvo to post my profile on their site without my permission,” let me state clearly for the record: I don’t want to hear about your complaints. I AM NOT Avvo. I'm not here to defend Avvo. They have not in any way asked me to write this post. Avvo has plenty of sharp people on their team and can mount a more than adequate defense without my help.

As a legal marketer, I am “platform agnostic.” I only look at tools from an effectiveness standpoint—Does this work? How much does it cost? What's the Return On Investment (ROI)? I am constantly on the lookout for ways my law firm clients can leverage both online and offline tools to build their online platform and attract more clients.

Recently, the ABA Journal wrote an article about the fact that Avvo is now ranking lawyers from all 50 states. There was a lot of vitriolic commentary about the article, so I know feelings run hot and cold about them. As I said, it's not my place to defend them, their “ethics,” or whether you like the fact that your personal “profile” is on their site. By the way, I believe the majority of the information they put on your “profile” comes directly from your state bar so if they have something wrong on your profile, it's a good guess that maybe your state bar also has that information wrong.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Law Firm Marketing Experts, The Rainmaker Institute | Attorney Advertising

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