Learning from the Internet: REALLY Using the Web

by Edward Poll, J.D., M.B.A., CMC

I don't know about you, but I'm spending more and more time on the Internet. Not just surfing around looking for knick-knacks to buy (although I have picked up some pretty good bargains!), but getting or sending out real information and engaging in communication that helps me in my business every day. And I know I'm not alone.

The Internet -- and when I say that, I'm primarily talking about the www part of it; the Web -- just keeps growing and expanding. And lawyers are trying as hard as everyone else to keep up. Research aid, information source, marketing tool -- the Internet is something different for everyone, and it's a valuable resource that we're all going to rely on more and more in the future.

Consider one of its original uses for attorneys: the firm website. What started out as a simple electronic version of a brochure has evolved into a completely different animal.

I took a look at several dozen small-firm sites recently, and here are some highlights from just one that go far beyond the standard firm history, attorney profiles and practice areas. A "Daily Report" summarizes government activity affecting international trade, the firm's specialty. It is prepared each day "Recent Cases" provides summaries of case decisions from various federal courts. "International Trade Update" is the firm's quarterly newsletter that features developments in Customs and International Trade law. "Articles and Programs" includes articles by firm lawyers and a schedule of upcoming events in which firm attorneys will participate. "Web Links" gives Internet resources that relate to the firm's major practice areas. And all this for a small firm!

Websites are now an important element in many law firms' marketing efforts. Firm sites are providing valuable information to current and prospective clients. And importantly for small firms, they can more easily compete with the larger firms if they have an attractive, well-organized and informative presence on the Internet. In fact, my overall impression is that the smaller firms seem to have the advantage when it comes to having active sites that are creative and innovative.

Another lesson that lawyers are learning from the Internet relates to one of the legal profession's most challenging -- and to some, frightening -- developments: the movement toward multi-disciplinary practices that include nonlegal professionals.

Take a look at what Amazon (www.amazon.com) is doing. Besides all the books, music, videos, toys and games, electronics and e-cards that move through its enormously popular site, they've just started an electronic mall that they're calling "zShops." Their plan is to let thousands of merchants hang their electronic shingles on its site and sell their products. The transactions take place between buyers and selling merchants who are specialty retailers, small businesses, individuals, you name it. Everyone is welcome at zShops. Amazon is only providing the venue or the meeting place for this new form of e-commerce.

Maybe there's a lesson here for those who are threatened by the multi-disciplinary practice. Maybe it's time to do what Amazon has done in catering to the wishes of the customers who want their needs met in one place, under one roof. Don't clients naturally prefer to deal with one lead professional? And aren't lawyers suited to take on this role? (We used to be called "counselors," remember?) The lawyer is the one who creates the team and is responsible for and to the client. In a similar way, that's what the Internet is now allowing Amazon.com to do for its customers.

Let's move to another important benefit of the Internet: research. The amount of information now available to attorneys with a few mouse clicks is staggering.

For example, if you go to www.lawyersweekly.com you instantly see that there's so much more than an electronic version of the popular bi-weekly newspaper. If you're a subscriber, click on "USA Archives" and voila -- you can search through all the back issues for either section A legal highlights, cases and news, or Section B management topics. It's all right there, ready to read or print out.

But even non-subscribers can access a wealth of information in this site's "Resources." For example, here's what you can find in the "Law Library" section: searchable opinions of the U.S. Supreme Court, the U.S. Court of Appeals and other federal courts; new laws, bills and contact information for Congress; links to every federal agency; a searchable database of law reviews; state case law, codes and regulations; U.S. Code in searchable text; Code of Federal Regulations in searchable text; rules of evidence and procedure; and searchable Uniform Laws. The "General Reference" section has links to dozens of notable legal organizations, a lawyer referral directory, legal job listings and a complete list of CLE programs by state.

One of my favorites on this site is the "Top Ten Web Picks," a regularly updated, eclectic mix of interesting links. For example, you can link to www.legalethics.com, which offers sample disclaimer language for attorney web sites and email to help you avoid liability. Or an ABA site that describes every malpractice carrier that writes policies in your state and offers point-by-point comparison of what they offer. Or, for a little fun, how about the site that lets you determine the sales prices of homes near a given address so you can find out what your neighbors paid.

And all this from just ONE website!

If you don't feel like doing the search work on the Internet yourself, there are plenty of companies and services ready to help you. Oliver's Cases (www.oliverscases.com) uses the new "push" technology to automatically deliver the latest federal and state appellate court opinions in any practice area to your desktop every day. Forget slogging through piles of advance sheets. You get the opinions that are relevant to your practice within one or two hours of being published! Can it be any easier?

There is also no end to the information you can find that's not strictly related to the practice of law. Want to invest? Check out www.offroadcapital.com. It's the first private capital marketplace where high-net-worth investors can find opportunities in small, rapidly growing companies. You have access to deals, information and a community of like-minded investors. OffRoad provides investment opportunities previously unavailable to most individuals.

As you can see, when talk turns to the Internet, there's never a moment of silence. This digital domain is exploding all around us, and it will only get better and more useful with time.