A Conversation with Avvo CEO Mark Britton, Part 6 of 6: Why Your Law Firm Needs a Core Web Presence

September 29, 2015
Daniel Decker

This is Part 6 of our interview series with Avvo CEO Mark Britton. You can view previous entries in the series here: Part One | Part Two | Part Three | Part Four | Part Five

How does Avvo work in relationship with a lawyer’s website, social media platforms, and other marketing channels? We asked Mark for his perspective:

I think you need to have a core web presence… and then you can go out in the ether and refer people back to that core. I think a website is the best core. You want to go out there and have all these different satellites and call people back into your core and that’s a place where they can learn more about you and continue the relationship and ultimately contact you. If you don’t have that core web presence and invest the requisite amount of time and money into that core, then you’re failing.

Build a website. Build a core web presence. Put a bunch of great content into it. Make sure that’s your calling card on the web and then go out find the satellites that you think are going to push people to that core, turn them on one, two, or three at a time. Measure their effectiveness and decide which you’re going to keep. Maybe you’re going to keep all of them, but now you’re building out a supply chain. You’re building out a flow for your potential customers.

We tell lawyers that their website is an important part of a strong “foundation” for their marketing. The foundation needs to be in place first, and once it is, you can build on top of it. Online marketplaces like Avvo are most effective when there’s a strong foundation in place, but offline marketing benefits from a strong internet foundation as well. In today’s world, when a lawyer meets a potential client or referral source at a networking function, one of the first things that individual is likely to do is get online and check the lawyer out. That might mean his LinkedIn profile, might be the law firm Facebook page, and almost certainly includes the website. So put the foundation in place and all of your marketing becomes more effective.

We enjoyed our conversation with Mark and we hope you’ve found it valuable as well!

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Daniel Decker

Daniel Decker is a co-founder and Partner at Spotlight Branding. In addition to helping lawyers stand out from the crowd, he spends his time writing, dreaming up new marketing strategies, and coming up with catchy subject lines. In his spare time, Daniel enjoys playing sports, guitar, politics, and Minnesota sports.