As ever-increasing numbers of the legal profession seek to expand their clienteles through Internet-based advertising, the Web site has become the key to a strong Internet presence and marketing plan. While it is important that a legal Web site has the correct mix of legal information, attorney biography and marketing copy, it is even more important that lawyers who seek to enter the online realm understand the ethical guidelines that govern the design and content elements that can (and cannot) be included in their sites.

In almost all instances, the ethical standards governing print ads, brochures and radio spots also apply to online marketing activities.

Even more than print, radio, TV and brochures, the Internet has delivered the information marketplace envisioned in Bates v. State Bar of Arizona, the U.S. Supreme Court decision that lifted the ban on attorney advertising. Attorneys can go beyond sound bites to provide substantive information about their law firm, including areas of practice, factual results (provided state-specific disclaimer requirements are met), attorney-authored articles and FAQs. For consumers, meanwhile, the Web makes it much easier to research issues and find legal representation.

It is imperative to understand that it is your responsibility to ensure that your Web site complies with the state ethics guidelines that apply to the online information you are disseminating.

Recent polling shows that more Americans use the Internet to find an attorney than any other source. By familiarizing yourself with online marketing ethics, you can protect your firm from running afoul of the state ethics committee while taking advantage of this dynamic marketing tool.

With limited exceptions, most states regulate as "attorney advertising" any communication that is designed to attract clients. This should not be confused with "solicitation." Solicitation is direct communication with a person (not a close friend, former client or relative) known to be in need or thought to be in need of legal services. While the rules and definitions vary by state, solicitation is generally much more restricted than broad legal advertising.

It is important to note that the attorney advertising definition may not apply to all communications made in order to generate business. In some states, ethics rules may only come into play when the message indicates that professional services are available for hire. As a good rule, a communication that both proposes hiring an attorney and discusses non-commercial issues will most likely be regulated.

While the ABA promotes adoption of its Model Rules prohibiting "false and misleading" information, state-by-state differences still exist on the detailed interpretation. Most state rules apply to lawyers whose communications originate within the state or to outside communications targeted at potential clients within the state.

Thus, the key point to remember is that in addition to following federal laws governing spam and other online abuses, attorneys who seek to serve clients nationwide or in multiple state jurisdictions should understand and comply with each state’s attorney advertising rules.

The ABA provides three helpful resources for understanding each state’s ethics rules:

In the day-to-day development of a Web site, one way to address this ethical requirement is to be as specific as possible — in the content your firm posts and in writing title tags and other HTML coding — about where your law firm is licensed to practice and the geography where your site is targeted. Another good idea: adding a disclaimer to the Web site that specifies the states where your firm does business.

Targeting a geographic niche limits your exposure to multiple sets of ethics rules. Any law firm or lawyer that advertises "representation nationwide" on its Web site, on the other hand, needs to consider ethics burdens carefully.

The cost of unethical online client development can include exposure to discipline, malpractice implications, fee forfeiture — even the expense of changing your brand. If your firm was directed to change its domain name, for example, your Web site would no longer be indexed in search engine rankings. It could take months to re-establish it and rebuild traffic. Even if your law firm is forced to take its Web site down for changes, for example, the lack of an online presence can adversely affect your search engine rankings.

Remember that whether you build and maintain your own Web site, or hire an outside consultant to handle it for you, you are ultimately responsible for compliance with the advertising rules in each state.

Many lawyers have diversified practices that focus on several different areas of the law. However, when potential clients are searching for a lawyer, they typically want to hire someone they perceive as an "expert" – rather than a "jack-of-all-trades." Effectively marketing each of the practice areas you specialize in can make a tremendous difference in your ability to expand your client base and increase revenue.

One way to successfully target different audiences is through your Web site. Research indicates that 66 percent of American adults use the Internet on a regular basis. In addition, nine-out-of-10 teenagers are now online. As these teens grow up and become consumers of legal services, can your law firm really afford not to market itself effectively online?

A Web site enables lawyers to connect with large audiences to showcase their services, reinforce their credentials and expertise, and demonstrate what sets them apart from the competition. It also serves as a point of reference for a referred, potential client to learn more about your firm before making a decision on which firm to contact.

But, developing a successful online marketing presence that targets specific client groups separately and improves conversion can be challenging. First, how can potential clients find you? And second, once they do find you, how can you best present your expertise in different practice areas without being viewed as a generalist? There are a few things you can do to enhance your Web site that will help you attract and convert potential clients.

Search engine marketing (SEM) is one of the best ways to convert potential clients into actual business. Search engines, such as Google, Yahoo!, AOL, MSN, etc. are the most common ways for new clients to find you on the Internet.

The goal of SEM is to achieve higher rankings within the search engine results list, which then translates into more potential clients. The closer you are to the highest ranking, the more likely you are to get noticed and be chosen by an attorney-seeking Web user.

Here is how SEM works. Search engines send out "spiders" that automatically visit millions of Web sites on a regular basis and collect information about those sites. For example, the spiders look for keywords or keyword phrases that occur frequently on the Web site and then index these results. Once this information is indexed, Web sites are ranked based on the number of times a particular word or phrase appears in the content or title tag of a Web page.

Another factor that determines Web site ranking is how many other Web sites have a link that directs users back to your Web site. These links are important because search engines view them as giving "credibility" to a Web site.

Overall, the best way to evaluate the success of your SEM program is to review the results. Make sure you ask potential clients how they learned about your law firm, read your traffic reports, and consistently check your search engine rankings.

Most law firms have a general Web site that offers an overview of the firm, areas of law practiced, and a snapshot of its attorneys. This is a good way to provide potential clients with background information about your firm, but not such a good way to maximize your rankings in search engines and drive potential clients to your Web site for topic-specific searches.

When you are trying to target a specific type of client, a general Web site is too broad to effectively get your message across. Therefore, if you wanted to grow your personal injury practice to emphasize an expertise in truck accident cases, for example, you might consider adding a specialty Web page to your current Web site, or creating an entirely separate Web site focusing on that single topic.

In addition, a specialty Web page or Web site can be peppered with marketing terms that aim to keep your law firm placed high in the search engine results list for that specific practice area. These top rankings suggest to consumers that your law firm is the "go-to" firm for resolving their legal matter.

Everyday, thousands of people search online for a lawyer. These potential clients are not only seeking general information about the firm, but they also are hoping to gain a better understanding about their own legal situation.

Practice Centers can help by enhancing any Web site with six to eight page of regularly-updated content, including articles, frequently asked questions, tips, and other relevant information relating to a specific area of law. Practice Centers improve the odds of attracting quality clients because it speaks directly to the legal issues at hand and positions you as an expert in that area of law.

A law firm landing page is a Web page customized to emphasize one particular practice area. A landing page looks similar to the firm’s main Web site, and is designed to increase traffic from search engines by attracting a specific, targeted audience, concerned with a specific legal issue.

A landing page enables the law firm to promote the expertise of its various attorneys, and helps the consumer looking for a lawyer with that particular expertise to find him or her faster.

Now that a Web site visitor has found you, how do you turn them into a client? Once you attract a potential client to your Web site, you only have a few seconds to capture their attention and convince them to keep reading. Therefore, the content on your home page is probably the most critical copy on your entire Web site. When it comes to your home page, first impressions do count!

When creating copy for your home page, consider what distinguishes you from other attorneys and law firms in your area. Keep your content short, concise and relevant to your target audience. The more compelling your Web site copy is, the more likely it is that the Web site visitor will pick up the phone and call you.

Currently, there are approximately 2,000 to 3,000 legal blogs nationwide, and that number continues to grow. In the past, blogs were more of an online journal or diary that chronicled personal events. Today, blogs have evolved into a critical marketing tool that allow lawyers to communicate expertise, express opinions and increase the online visibility of their law firms.

Blogs can effectively be used to communicate a ruling, event, or decision to potential clients and what that would mean to them. It’s an easily updateable tool, which is highly favored in search engine rankings.

If you are going to spend the time and effort on marketing your various practice areas, you need to commit to tracking your success and ensuring that your marketing dollars are being well spent. Make sure you track the phone calls and e-mails that come into your law firm.

Many lawyers claim that the prospective clients who find them via the Internet usually end up hiring them. The reason? By the time a potential client calls or e-mails you, he or she has already thoroughly researched your capabilities and expertise online, and is prepared to make a decision. By implementing some or all of these Web marketing strategies, you can help ensure that the lawyer they hire is you!

Want to learn more?  Go to www.colawyermarketing.com for more information on getting the best presence possible online for your practice.