Special Report: Law & Technology Putting your Web site to work
By MATT CHANDLER | Buffalo Law Journal

Web designers Ben Shepard of 360 PSG, at top, and Marc Croteau of Thirsty Fish Graphic Design say increasing competition in the legal field and the technological savvy of younger workers make a Web presence a necessity, even for solo practitioners. TOP PHOTO:JIM COURTNEY/BUSINESS FIRST BOTTOM PHOTO:COURTESY MARC CROTEAU

Not long ago, consumers in the market for an attorney used the tried-and-true method of word of mouth. If that failed, they went to the Yellow Pages and flipped through until an advertisement caught their eye. While both are still viable methods of finding legal representation, they have taken a back seat to the World Wide Web as the go-to way of finding who you need, when you need them.

That, local experts say, has changed the advertising game and made a Web site no longer a luxury reserved for larger firms, but a necessity for every solo practitioner as well.

"For my generation especially, the Web has become the credible tool for being found," says Ben Shepard, creative director at Buffalo Web-development firm 360 PSG. "I can't tell you the last time I used the Yellow Pages to look something up."

Shepard says his firm is handling more requests from businesses looking to either upgrade their current sites or develop a Web presence for the first time.

"For lawyers, their image is so important to their success in the field," Shepard said. "There is a lot of competition, and branding becomes a bigger emphasis than usual."