Seven preparation steps to a new Web site for your firm.

• Author: Hoffman, Nancy

The Internet has grown to be the essential marketing tool for law firms. So when the firm management decides to redo the Web site, it strikes fear into the hearts of the best marketing professionals. With so much at stake, both financially and in terms of potential clients, you can't afford to make mistakes.

Preparation, research and development in advance of the Web site implementation is essential for keeping within your budget and ahead of your deadline. Here is a helpful checklist of preparation activities that will make the entire process smoother and more successful.

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1) Identify Your Decision Team

A Web site cannot be built on 100 percent consensus. It is imperative to choose a small but comprehensive committee that represents various segments of the entire firm: partners, associates, practice groups, offices and administrative areas. The committee should be responsible for the critical decisions about the site's function and format, with one person who is designated as the final decision maker.

Connolly Bove is a firm of approximately 100 attorneys; we have two practice groups--intellectual property and business law. Our internal Web site committee consisted of seven attorneys, an IT representative and the marketing staff. Each of the seven attorneys represented a specific population of the entire pool of attorneys, thus serving as the voice of their colleagues. Our Web site committee designated a partner that serves on the firm's marketing committee to be the committee's leader, because the individual already has a sound understanding of all internal marketing programs.

2) Understand Your Target Audience

Who is your most important audience for your Web site? What are their concerns? What do they need from your Web site? What do you want them to learn when they come to your Web site? What makes you different from your competitors? What is your differentiation statement? What are your key critical messages? How do you want to be known in five or 10 years?

Unfortunately, the answers to these questions are not easy. If you haven't done this homework with your current and potential clients, do it before you begin the process of redesigning your site. This will take considerable amount of time but the payback is immense because it will certainly assist all your future marketing efforts.

Smith Asbury, Inc., the agency that handles Connolly Bove's general public relations and other strategic marketing activities...