The Law Firm Website - My, My What Do We Have Here ...

Just as in ecommerce, websites are a must-have in Big Law. But. unlike in online selling, the function is not necessarily for marketing/closing deals, at least not in large law firms.

FORTUNE 50, NOT PORING OVER THE LAW FIRM WEBSITES

The old joke is that no business goes to the websites of the Am Law 50, such as Cravath, to decide which firms will represent it. The website is essentially window dressing. It means little in business development. The choices primarily are made on the basis of what stars are at the firm and their recent track records in a highly specialized niche. Usually that information is embedded in the sector's grapevine and the profession is quite gossipy.

SLEUTHING 

Myriad other purposes are served, some stealth. That's why communications/coaching folks like myself dig around the websites to gain insight about the culture, operations. direction and more. That's material I need in order to create value for clients.

A major piece of negotiation, for instance, is for the period of time the profile of the terminated will be allowed to be on the website. That creates the illusion of continuing employment, which could make it easier for those sacked to land other employment. 

But there is lots more. That covers other action or, more telling, the lack of evidence of action or the prevention of action.  

For a while the website profile of associate at Paul, Weiss - Matteo Godi - did not allow access to phone or email contact. That was when the heat was on, generated by the Politico breaking news that he had hacked the Wiki sites of those judges competing for the SCOTUS nomination with Godi's former boss Ketanji Brown Jackson. 

The optics busy bee Godi was putting together was to make Jackson appear more liberal and the others less so. Well, one has to assume the heat is off because the points of contact have been restored. More interesting, of course, is that Godi still has his job, despite the caper. There his mug has been, since 2022, right there on the website.

The contact situation is not as open for Paul, Weiss partner Loretta Lynch. As you can click on here, there is no email access. Only telephone and fax. When you click on the vCard the message is that it can't be downloaded securely, therefore it doesn't download, and we detect the probability of flashpoints.

Lynch, a woman of color, has become the front lines for pursuing both sides of the diversity/bias issues for Paul, Weiss. For example, she is a leader in the firm's newly launched DEI Strategic Advisory Practice but she has also represented industry in bias lawsuits filed by Blacks. Those include "Crawford, et al. v McDonald's USA" and "Flores, et al. v NFL."

FRAGILITY OF AN AURA

Then there is the awesome digital signature of Wilson Sonsini. The language, content and graphics of its website scream innovation on every level. That's mandated in the market segment it serves - tech especially startups. I have recommended Wilson Sonsini’s communications tactics to my clients. 

However, Wilson Sonsini's particular aura isn't able to neutralize rumors on professional anonymous networks. Most recently has been the jaw-jawing that it is cutting those failing the bar the first time around. The report is that, in writing, it had indicated that the firm provided multiple tries before terminating. Those participating in that rumor force field have a bad taste in their mouth about Wilson Sonsini.

SMIRK, SO MUCH FOR SIMULATING AUTHENTIC HANDSHAKES

Although ours is a digital era - as in, everything so out there on the internet - the actual business takes place in a very private mode. The classic example of that are the surprise raids on talent. No law firm leaders post on the website or social networks that they are going hunting for big prey in the territory of their competitors. 

The way business works is that it is played with a poker face. Meanwhile staff members keep the websites simulating authentic handshakes. Most of what business is about it is not appropriate to communicate in public. But the prevailing leadership persona is put together as exuding openness. 

THE MAKE-BELIEVE OF OPENNESS

The genius of well-done public relations, including by law firms, is to conjure up the ethos of transparency. That is tightly and brilliantly structured. Law firms have down cold that what goes on in the court of public opinion often has more impact for their client outcomes and their own branding than what occurs in the legal realm.

UPDATE:

There is chatter that Wilson Sonsini revised its policy on allowing retakes of the bar exam before results had been issued. 

In most cases you have only one shot in communications. Jane Genova is a communications coach and content-creator. Complimentary consultation (please text 203-468-8579 or email janegenova374@gmail.com) 

 

 


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