Written by Jim Sweezy | email@example.com
Not long ago there was a tremendous reluctance for attorneys to embrace law firm marketing. Whether it was the idea that any form of advertising violated their code of ethics, or that marketing one’s firm simply trampled traditions, the legal profession long resisted the development of a comprehensive marketing approach.
Once legal advertising became more acceptable, attorneys began placing their ads on any and all portions of yellow-page advertising. They bought billboards. And then came the great migration to television, where, according to a study by the U.S. Chamber’s Institute for Legal Reform, Law firm spending on TV ads has been rising six times faster than overall spending during the last eight years.
While television remains a favored media option of attorneys, where do people actually turn when they need a lawyer? A FindLaw.com and Thomson Reuters study found that 38 percent of respondents said that they use the Internet first when searching for an attorney. 29 percent would ask a friend or relative first. For a profession that long relied on word-of-mouth and referrals, it is a reflection of the times we are in that most would now opt to go online first.