Powerful forces — both business and cultural — are causing law firms to rethink their approach to business development. One result is that law firm websites, which have evolved very little over the past decade, are about to undergo a little revolution.
What will this revolution bring?
I predict that attorney bios will expand significantly. The one-size-fits-all, single-page attorney bio will be relegated to the dustbin of legal marketing history. And it will be replaced by something much more robust: the attorney microsite.
So what exactly is an attorney microsite?
Attorney microsites are multipage attorney bio sections — essentially, small, customizable websites for each attorney that fit within the firm’s larger website. An attorney’s microsite could be configured to have any number of pages and any type information that will help that particular attorney develop new business.