Law Times

Law TiMes • May 13, 2013 Page 11 FOCUS Solo lawyers urged to beef up web sites 'People are losing referrals' as clients find online presence lacking BY CHARLOTTE SANTRY Law Times T he resources and time involved in setting up a professional web site lead some lawyers running smaller firms to question whether it's worth it. Lawrence Pascoe isn't one of them. It's fair to say Pascoe isn't publicity shy; his firm, Mirsky Pascoe, was the first to advertise in Ottawa when Ontario first allowed lawyers to do so in 1979. His web site cost $200 when it launched in 1995 as the Internet began to take off. Four years later, he sold his catchy domain name, knowyourrights.com, to a U.S. firm for $15,000. Pascoe has no time for purists who take the view that the law is a profession and not a business. "I say if you want to be a good lawyer, you have to be a good businessperson," he says. The need for law firms to think differently about online marketing will be at the top of his agenda when he speaks at the Law Society of Upper Canada's solo and small firm conference later this month in Toronto. Ahead of the conference, he tells Law Times: "Most lawyers will say, 'I get most of my business through referrals.' I had a client a couple of weeks ago who was going through a divorce and was given three names to check out, looked at all our web sites, and thought mine was the best. People are losing referrals because they don't have a good enough web site." And a decent web site doesn't have to cost a lot or involve constant updates, he insists. His own web site isn't full of flashy graphics and doesn't leave much room for the white space beloved by web designers but it does contain a lot of information about his practice, fees, and the legal process, some of which he communicates personally via video. "Telling clients what to expect from a consultation puts them at ease," he says. Listing what he feels are common faults with law firm web sites, Pascoe says too many fail to disclose how much they charge or distinguish themselves from competitors. In contrast, he tries to engage with clients by setting up online quizzes, producing satisfaction surveys, and handing an annual prize to the reader who submits the best suggestion in a section called clients' words of wisdom. He thinks lawyers do no harm by adding personal touches. In his case, it means pictures of his 60th birthday party and music files of songs by his son's band. "People 'I say if you want to be a good law- want to know more about you yer, you have to be a good busi- than when you graduated," he says. nessperson,' says Lawrence Pascoe. "I want to look human. Lawyers aren't these evil, scary people." His approach isn't to wow prospective clients with his technological prowess but to use the site to demonstrate why he might be a good fit for their needs. Keeping it simple while getting to know the audience through Google rankings and other web analytical tools is important, says Pascoe. "I didn't jump on Facebook or Twitter. I'm on Twitter but I know my clients aren't." For the same reason, he hasn't gone to great lengths to make his site compatible with mobile technologies. His customers aren't yet using smartphones or tablets to research law firms on the go. "I don't spend much money on my web site," he says. "I use it to reduce the stress my clients face and have fun and make lawyers look a little bit more friendly." The LSUC conference will run May 23-24 in Toronto. LT FAMILY LAW ESSENTIALS AMONG TOPICS AT SOLO CONFERENCE Ignorance of family law matters could be hindering lawyers practising in other areas, family lawyer Cheryl Goldhart will suggest at the LSUC's solo and small firms conference. Goldhart plans to set out some of the family law essentials for lawyers practising in areas such as criminal law, real estate, and immigration. For example, real estate lawyers may deal with clients who invest inherited money in a matrimonial home and later separate from Cheryl Goldhart their partner. "A lot of lawyers think the home is split automatically," she says. "That's not the case. There's a calculation in how we divide it." There are also property rights issues regarding common law partners. "The most common question I'm asked is: 'I've been living with this guy for X many years. When am I considered married?' You're not married until you walk down the aisle. I've been asked about it by lawyers. It's the No. 1 misconception." Criminal defence counsel, meanwhile, need to understand what bail conditions could mean for clients' access to their children while immigration lawyers working on files involving sponsored spouses may also have their knowledge of family law matters tested, she warns. Other conference topics include technology tools for law practices, cloud computing, legal writing, time management, and effective billing practices. PAM LeJEAN Graduate Dalhousie University The McKellar Structured Settlement™ Financial security. Guaranteed payments. 100% tax free. Some decisions are easy. Untitled-3 1 www.lawtimesnews.com 12-04-30 4:30 PM

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