I had to chuckle at Stephen Fairley's description of the classic pairing, i.e., lawyers with really bad websites tend to be those who think online marketing is a waste of time and money...funny how that synergy works. To Stephen's comments, I would add...and, they also tend to be the lawyers who refuse to invest adequate funds into developing an online presence that is useful to prospective clients. Website development should be complemented by an integrated marketing approach (including social media reach) that is designed to support a firm's business goals. Those goals need to be described clearly and in detail along with the client groups that the firm is uniquely designed to serve. "We want more clients and to make more money" coupled with "our clients are EVERYONE!" provides no useful information to inform a marketing campaign, let alone a strategy. Instead, look at the files you are doing that are unique or different from your competitors. Do those files make money? Do your lawyers enjoy the work? Is there room for growth there? If the answers are yes, start your business development thinking there.
I also liked the research-backed infographic from Nifty Law on the elements of optimal landing pages. If you are focusing on building out your landing pages, this is a handy overview of things to think about. Relevant, useful landing pages are helpful if you are hoping to convert an online display campaign into a phone call or a contact form submission. You want people arriving at your site to know they've arrived at a firm that has the expertise and creativity to handle their specific problem. I'm back on my old hobby horse of "think like a client" - given they are the people you are trying to win over, this is really just common sense.
By now we all know that a vast majority of consumers start their search for an attorney on the Internet. Research has proven this time and again. It is an undeniable fact that if you do not have a robust online presence, you are risking irrelevance. Your law firm is not even part of the discussion when people are looking for an attorney that practices the kind of law they need.