A well known law firm needed to team up with another firm on behalf of their client. When it became clear that none of the lawyers personally knew anyone at the first firm on their short list, the business development manager went to other firm’s website, hoping to connect with the practice section leader.
But when she got to the practice page, there were no contact names – just an overview of recent experience and a hyperlink to another Web page with links to a dozen attorneys’ bios. (Talk about falling down a rabbit hole!) Trying hard not to waste any more time, the business developer took the lo-tech route. She called the other firm, identified herself and the purpose of her call, and then asked the receptionist to connect her with the head of a particular practice. Regrettably, the receptionist didn’t know who that was, nor did she know how to handle the call.
And with that, the business development manager hung up the phone and moved on to the next firm on her list.
Sure, the receptionist’s error was inexcusable and hopefully a rarity; however, the website issue is all too common. When firm management decides to be democratic (by not listing the practice section leaders’ names), it’s usually done to avoid a political firestorm.
In every other aspect, this firm’s website is one of the best out there. Sadly, the firm’s internal politics neutralized the primary goal of a professional services’ website – to help bring in new business.