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Technology in Marketing: Building Consumer Clientele Through Web 2.0 Site Avvo

By Shelly Crocker

[Editor's Note: This month we are again privileged to have a guest columnist. Shelly Crocker is a founding member and managing partner of Crocker Kuno LLC, a firm based in Seattle, WA. Shelly presents a case study on how one Web offering is increasing business development opportunities at her firm. Our regular columnist, Nancy Manzo, will return in July.]

Law is known to be a conservative field, in the traditional sense of the word, meaning slow to change. Lawyers do adopt new technologies when they feel confident they will improve their practices, but have adapted to new marketing technologies somewhat more slowly. Thus, many law firms have published Web pages, but many others have not yet harnessed the power of the Internet to pursue new marketing opportunities, and still continue to rely on legal directories like Martindale Hubbell.

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