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PR, Technology and Branding

By Jay Jaffe and Terry Isner

Most, if not all, law firms have a professional presence online these days, so that is no longer a key differentiator ' but what they do with these websites is. Smart firms are moving away from static text-only websites that look just like their competitors' websites and are rarely, if ever, updated with fresh content. And they're doing something else, too: focusing on branding.

Even the most marketing-adverse partner will find it hard to deny that having (or not having) a professional visual identity matters. And, if your law firm functions in the technology or IP space and it isn't taking its own brand equity seriously, what message is that sending potential clients?

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