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38 GPSolo 32 (2021)
The Future of Lawyer Websites: What's in Store for the 2020s?

handle is hein.journals/gpsolo38 and id is 340 raw text is: he year 2020 was one
of major societal dis-
ruptions. No one has
been untouched by
the COVID-19 pan-
demic, and it has changed how
we live in countless ways. Much
of the changes that have occurred
since last year will not be totally
understood until the dust settles,
but there are some things that are
abundantly clear.
One thing we know for sure
is that law firms and other busi-
nesses that hope to survive in the
2020s and beyond must have a
strong digital presence. The rapid
move away from brick and mor-
tar and toward online commerce
has accelerated during the past
year, and lawyers who want to
thrive in the years to come must
be positioned to capitalize on this
trend.
So, what does the rapid trend
toward digitization mean for the
future of lawyer websites? One

word: everything. The website
is the foundational piece to the
entire Internet marketing puzzle,
the hub that powers every other
web marketing initiative. If you
went into 2020 without a web-
site, chances are that by the end
of the year, you either had one
or, at the very least, realized the
need to get one.
Law firm websites of the future
will literally do almost everything
for attorneys and legal practices
with regard to lead generation
and client interactions. Through
continually increased automa-
tion powered largely by artificial
intelligence (AI) and similar tech-
nologies, the law firm website of
the future will be able to:
Greet prospective clients
when they arrive at the law-
yer's website;
Interact with prospects in
real time about their legal
issues;
Give credentials about the

firm, the attorneys' expe-
rience, big cases they have
won, etc.;
Explain the legal process
and give consumers a good
idea of what to expect when
they hire the firm;
Answer frequently asked
questions that legal consum-
ers often have;
Give clients a peek into
the personality of the firm
through photos and videos
of the attorneys;
Provide in-depth informa-
tion about important topics
related to the firm's practice
areas;
Stay in touch with website
visitors through automated
follow-up contacts; and
Book initial consultations
with a client, which these
days will often end up
being a virtual consultation
through Zoom or a similar
platform.

GPSOLO I September/October 2021 1 ambar.org/gpsolomag

E

32

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