Electronic Branding Concept

Everyone knows that in real estate, the three most important factors are location, location and location.  In electronic commerce, the same rules apply.  However, what criteria are used to determine the best location, otherwise called a "domain", for your web site?  We submit there are three rules in choosing a business domain, as well.

• Rule One: Use a name that projects the image you want.

• Rule Two: The name of your domain must be memorable.

• Rule Three:  The name you've chosen for your domain must be as exclusive as possible.

Of course, you might say that the way to satisfy the above rules is simply to use the name of your firm as the location for your web site.  That's great if the client knows your firm well, but what if it's a prospective new client?  Can she be expected to remember every partner's name, or even the initials of the firm? Moreover, in using only your firms name or initials as your domain, you are missing an important marketing opportunity – something that can’t be overlooked in a profession as advertising-restricted as the practice of law. After all, an old and distinguished firm will always have its name to flaunt, but wouldn’t it be better for the established firm to project a modern image – one that tells the public that the firm is ready to meet the legal challenges of the Twenty-first Century? Instead of asking the prospective client to remember the name of firm Smith, Jones & Miller, the prospective client is more likely to remember the firm, and remember them favorably, if the prospective client learns that he can E-mail one of the attorneys through a domain like AmericanJurisprudence.com.

In addition to the challenge of projecting a positive and memorable electronic image, modern law firms face the challenge of standing out from the crowd on the world wide web. If you have ever tried to use one of the major search engines to see where they "rack and stack" your firm, you might be surprised to find you are way down the list, assuming you made the list at all. To overcome this problem, we postulated what would happen if a firm obtained a complete "bundle" of domains affiliated with a distinctive positive, image. By "bundle" we mean every possible combination of correctly spelled words that could be technically accommodated in the dominant internet domains, and are affiliated with the image in question. For instance, if you work in the crowded field of legislative/lobbying work in Washington, DC, you might acquire the entire bundle of domains constituting

StatutoryConstruction

which includes

Of course, with this bundle of prestigious domains in hand, the firm would want to spread its newfound image far and wide. To do so, the firm would then create six complementary web sites, all of which would be loaded with key words designed to attract the attention of the major Internet search engines. Expensive? Actually, you’d be surprised how affordable it may be to run six nearly identical web sites! With these modern Internet marketing techniques, almost any firm should be able to catapult its presence to the forefront of the electronic marketplace. Moreover, the firm gets the tremendous image boost that comes with the exclusive right to use StatutoryConstruction.com, or any of its cousins, on its letterhead, cards and other printed materials.

In this web site, we’ve shared many of our ideas about how a big law firm might project a modern and dynamic image. But beware! The following pages contain explicit ideas which might engross the reader in contemplation about one’s electronic persona. We recommend you not delve into this material until you are ready to ponder how your own strategic marketing plan will work in the new millennium.

On the other hand, we must candidly acknowledge that these really are the good old days in terms of how to capture and project the right electronic presence. We promise that you will never again see such an impressive collection of Internet images designed for the legal profession. As each image, composed of the various domains within the bundle, is deployed in the marketplace, it will be jealously guarded and preserved like all valuable intellectual property must be. In other words, each of these domains is unique, and this is likely the only opportunity your firm will ever have to secure any of the domains in our inventory. There are precious few seats left on the train about to depart the station into the electronic age! Shouldn’t your firm be on board?

Enjoy your tour of our site. Your feedback will be welcomed!