Sept. 4, 2013 – With the explosion of the Internet and other technologies, opportunities for reaching out to colleagues and clients have multiplied exponentially. The days when a Yellow Page listing was enough to market your services are long gone.

The State Bar published a Business Development Guide that includes business development tools available to members. Options include advertising, sponsorships, writing and speaking forums, website content, and referral sources. The guide also includes important information on the ethics of lawyer marketing.

State Bar business development tools include:

• Be Seen in Wisconsin Lawyer magazine. This State Bar flagship publication reaches more than 24,000 attorneys every month and offers several opportunities for exposure.

• Promote your area of expertise and let your colleagues know you’re available for referrals or to act as co-counsel.
• Announce firm milestones, office relocations, anniversaries, awards, and more.
• Place a classified ad for positions available or wanted, office space for sale or lease, real estate or other items for sale and more.
• Author an article and cement your reputation among your colleagues as an experienced practitioner in a particular area of law. Distribute reprints of your article to potential clients or link to your article on your website.

• Drive traffic to your website. Take advantage of WisBar’s heavy traffic with a banner button ad on the site’s most popular pages.

• Reach your community directly. Promote your practice in your community and educate your clients with the State Bar’s Consumer Pamphlets Series and consumer handbooks. Choose from nearly 20 pamphlets and handbooks to display in your office, distribute them within the community, donate to civic organizations, or use them as effective leave behinds. With space to add your firm name and contact information, these publications are excellent ways to promote your firm’s reputation and general new business.

• Maximize the effectiveness of your website. Did you know that relevant content on your website increases your placement in search results? Having a website is only half the battle … getting users there is the other half. The State Bar can help you with both search results placement and content. With minimal investment, you can license any of the Consumer Pamphlet Series publications for use on your website.

Over the past five years, LRIS referrals have generated more than $10 million in fees for members. The average payment received by an LRIS member for an accepted case was $1,270.

• Receive prescreened referrals. The State Bar Lawyer Referral & Information Service (LRIS) is the largest referral service in the state. LRIS connects legal consumers with resources that meet their needs. Callers are screened for their need to hire an attorney and their ability to pay. They are then referred to an LRIS member who practices in the appropriate area of law.

• Share your knowledge through the Lawyer-to-Lawyer Directory. State Bar members identify other lawyers who have background and experience in specific areas of law who are willing to share their knowledge in brief (generally 10-minute) telephone consultations.

• Contribute to State Bar of Wisconsin PINNACLE^®. Be a speaker or an author. PINNACLE provides current, relevant, and practical legal information to members through books, seminars, and institutes.

• Sponsor a luncheon, reception, refreshment break, or other special event at a State Bar event. Your firm name will be recognized in brochures and on signage.

• Use direct mail to generate new business. Direct mail is a widely accepted and highly effective method of generating new business. The State Bar maintains the most current database of Wisconsin attorneys and makes this list available for direct mail campaigns.

The guide also includes a list of frequently asked question on the ethics of lawyer marketing.

For more information about these opportunities, download the guide or contact Customer Service at (800) 728-7788 or (608) 257-3838.