How long has your firm had a website? Has it been a few years since you added information to it or updated its look? Oops, don’t tell me, you’ve been meaning to get around to it. Maybe it’s just overwhelming and you don’t even know where to start?

What should be on your website? How do you know when it’s time to redecorate? Possibly you spent a lot of dollars on your first or second effort, didn’t like the result and dread doing an update. What should you be looking for?

If you do a Google search for some combination of the words “website,” “law” or “legal” and “design,” you’ll get about 80,000 hits of companies anxious to sell their services to design or revamp your firm’s website. With so many choices, where should you start and how should you proceed?

Whether you’re looking to refresh your site’s look and content or finally establish a web presence, the first step - if you haven’t already done this just to have e-mail - is to purchase a good domain name or possibly several, since they’re inexpensive these days. A domain name is essentially a web address that directs people to your website.

For example, my firm’s domain name is losinc.com. However, many years ago, I also purchased lawofficesystems.com and carolschlein.com. This allows me to use any of these for e-mail or marketing and have visitors end up at my website regardless of the address typed into their web browser.

I was an early user of e-mail and have had a website more than a decade. In the years, browsers were rudimentary without today’s bells and whistles. It was common practice to get the shortest domain name possible, so, since los.com was taken, I went for losinc.com. It wasn’t until companies like Barnes and Noble changed their domain from bn.com to barnesandnoble.com that longer domain names became more common.

Naming strategy

Still, you’d probably want a shorter domain name for e-mail addresses. For example, I might promote lawofficesystems.com for marketing my business while using carol@losinc.com as my e-mail address. Since lawofficesystems.com is set to automatically bring people to losinc.com, I can use them interchangeably. Of course, depending on your practice and marketing needs, you may want different websites with separate domain names to attract different types of clients.

If you’re still using an AOL e-mail address or a commercial address instead of one you own that identifies your firm’s “brand,” it’s time to invest. Domain names can be purchased for as little as $9 a year. There are many good resources for this. Commercial web developers can assist in finding a reliable domain-name service they’ve worked with.

And as a volunteer PTA webmaster, I learned a painful lesson last year when the registrar (the company through which to purchase domain names and which must be registered with ICANN, the national registry) began changing settings and messing up the billing. It seems it was having financial trouble. So, I’d advise you to do a search for any company you’re considering, along with words like “problems,” “bankruptcy,” etc., to ensure you’re working with a reliable business. Even if you prefer to use AOL to manage e-mail, you can have e-mail forwarded from your firm’s account to your AOL account. It’s simply more professional and lets potential clients know you care about the quality of your work and services.

When trying to choose an available domain, check a site like www.networksolutions.com/whois/index.jsp, which informs you if your first choice is available and if not, who owns it. You can try various combinations until you find an available domain name. Often, adding “law,” the state, town or practice area to your firm’s name will give you a good domain name while keeping it easy for clients to remember.

Do it yourself?

Be careful about doing a website yourself. Most people (myself included) don’t have the requisite skills to design a website that does justice to their professional skills. Remember, your website often is the first thing a potential client sees, so you want to make a good impression. I’d recommend steering clear of companies that offer canned designs where they simply plug in your information. Most of these seem to look alike with the obligatory scales of justice or courthouse steps. You want your website to be a reflection of your firm.

I’d recommend doing some homework before hiring a designer. Figure out what you like and don’t by visiting lots of law firm websites. For example, if you search for “law firm websites best,” you’ll see a number of links to good examples. This search also will bring you to information about why the evaluators considered these sites noteworthy. This will help you decide what basic information should be included on your site.

It goes without saying that your firm name, address, phone number and e-mail addresses should be readily accessible from any part of the website. It should look crisp and clean, and easy to read. I have a personal bias against sites that force me to scroll down to see information on the home page. I also dislike sites, especially those of consultants and vendors, that don’t contain the names or information about the owners or key employees. There has been discussion over the years about whether law firms should limit their biographical information to attorneys or include the entire staff. I lean toward including everyone; it makes the firm appear more welcoming to new clients, since they can get to know the staff they’ll be working with in addition to the attorney.

Another pet peeve is animation or popup windows. When I’m looking for information, I want to find it easily. Years ago, I was told when writing a job résumé, assume the reader will spend only about three seconds glancing at it, so make sure the pertinent information stands out. This same rule applies to your website.

Time for a change?

Now that you have a website, you must decide how often to change the entire look. You should plan on some updates every few years as technology changes. This can be an expensive proposition, so consider it carefully and check competitors to see how their sites evolve. More important, keep your website fresh and current. (I plead guilty on this — my site needs updating!) To keep the information fresh, think about what items can be regularly updated. This column for New Jersey Lawyer gives me at least one new item each month for my website. Depending on your practice area, you may have regular updates about legal developments. Many lawyers write a blog. Again, if you plan to do this, make sure you have the time to maintain the site or blog. If you want clients and potential clients to keep up with you and your firm, you must give them a reason to browse your site.

In selecting help with your site, there are thousands of choices ranging from large companies like LexisNexis and West to small local vendors that service websites for small businesses. You should carefully examine law firm websites maintained by any webmasters you’re considering. Decide whether you want to update content yourself or prefer to have the vendor do it. And ask how long it takes to update your site and what it costs.

Once you have a basic website, it’s too easy to become complacent. Remember why you have or need a website to begin with: to attract and retain clients. Be sure the information on the site makes it easy for potential clients to locate you and learn about your services, and for your existing clients to learn about other services your firm can offer, as well as useful information for their needs. Bottom Line: Websites aren’t simply an online brochure. They’re meant to be up-to-date and substantive.

Carol L. Schlein is president of Law Office Systems in Montclair, a training and consulting firm specializing in law firm automation. Copies of her previous columns are on losinc.com, which also lists upcoming meetings and training classes. For information, e-mail info@losinc.com or check the website. Schlein formerly chaired the Computer and Technology Division of the ABA Law Practice Management Section and can be reached at carol@losinc.com.

Questions for Carol L. Schlein on law office technology may be e-mailed to New Jersey Lawyer at news@njlnews.com or faxed to (908) 226-0165.