In a speech last week to the Public Investors Arbitration Bar Association (PIABA), I emphasized the importance of the Internet to these plaintiffs’ lawyers. However, due to time constraints, I was not able to BEGIN to do justice to the topic.

Thanks to Kevin O’Keefe at Real Lawyers Have Blogs for his post of last Thursday about The Lawyers Guide to Marketing on the Internet, Third Edition by Greg Siskind, Deborah McMurray and Rick Klau. The guide does more than justice to the topic. It should be considered the bible on the subject. I too know the authors, and totally endorse Kevin’s comments as to each.

The ABA describes the book this way:

“From blogging and podcasting to e-mail blasts and search engine optimization, you’ll discover everything you need to know — in layperson’s terms — to make an immediate impact to your firm’s bottom line. You’ll discover how to keep top of mind within your target audience by using your site the best way possible. You’ll learn:

  • How to increase your firm’s visibility through the latest technology, including Web Logs, podcasts, Web seminars and virtual meetings
  • How to develop effective promotional, informational and interactive content
  • The importance of an attractive, well-branded site and "Web site irritations" to avoid
  • Tips and tricks of doing e-mail marketing the right way
  • Why you need a blog
  • Definition of technical terms for quick reference

“But it’s not all technical "bells and whistles." Written together by a trio that includes a lawyer, a marketing consultant, and a technologist, this comprehensive resource gives a balanced approach that covers everything a lawyer needs to know about marketing online today in simple, easy-to-understand language. From learning how to choose a Web consultant to advertising to measuring results, The Lawyer’s Guide to Marketing on the Internet touches on all that matters most.

“Topics include:

  • Developing an Internet marketing plan that supports business development
  • Budget-friendly ways to market your firm online
  • How your site’s image communicates with prospects, clients, colleagues, the media and opposing counsel
  • Advertising and search engine optimization
  • Measuring results
  • Marketing tips to help younger firms grow
  • The ethics of client development through technology”

The book is a must buy for those serious about developing business utilizing the Internet, and is available here for a cost of $84.95 (there is a $10 discount for Law Practice Management Section members).