How to Fast-Track a Law Firm Website Redesign

Groups of Attorneys are tough to work with. We all know that! The reasons are myriad – trial interference, travel requirements, inability to agree, lack of interest – but the solutions are few. Having worked with literally hundreds of attorneys, we’ve determined that there are a few “types” of personalities we’re typically dealing with, and have some ideas about how to deal with each. But that’s a topic for another day, because before we can deal with those personalities, we typically have to coordinate with the people they rely on internally to be the “facilitators” of our working relationship – just one of dozens of responsibilities they have to the firm.

These individuals (often marketing or administrative staff) are usually great people. Many have become personal friends over the years. Rather than viewing them as our counterparts on the other side of the deal, we view them as members of OUR team – working together to deliver what attorneys NEED versus what they often *think* they want. But they are also extremely busy, underappreciated and are the first to take the heat when something goes wrong. A few have established enough fear in their attorneys over a long period of time, that they command authority. Some of the very brave have even given their attorneys an ultimatum when absolutely necessary, or in another way demanded respect. We love working with such fearless individuals, and often try to stay out of the way and let them “do their thing”. But usually the scenario is the opposite – attorneys don’t want to listen, can’t be bothered, or can’t agree.

This is where we ask to take control! By doing so we get to regulate the flow of progress. Here are a few reasons why this works…

• We get to establish an understanding of each individual involved in the decision making body, and leverage our expertise on how to work with each individual. The dynamic is always different, but the personalities are often the same. Chances are we’ve been there before, and while “Fred” is a difficult guy to work with, we’ve worked with dozens of Freds before.

• From the outside, we have a much broader perspective, and can communicate how “other firms” do it. If there’s one thing lawyers are influenced by it’s their peers. Isn’t that why there are so many “peer rated” awards programs out there?

• We are looked upon as experts and can influence decisions with empirical evidence. Armed with analytics and a handful of prior cases, we are able to explain why they need what they may not want.

• We can address questions and dissent immediately to prevent the spread of bad ideas. Nowhere has the euphemism “one bad seed spoils the bunch”

• We can take the heat, so you don’t have to. To be honest, most law firm projects are delayed at least a little by fault of attorneys. Half of those come back apologetic, but the other half come back demanding that we should somehow be able to turn back time. That’s ok – we’re used to it.

• They’re paying us. They’re paying internal staff too, but when our invoice comes, they feel the pressure to do their part. And by working with them directly, we can strategically influence when to send that invoice, and who to send it to. 🙂

• We can [try to] demand that anyone who does not take part in the meetings does not get a vote. We use the term “demand” loosely. Let’s be honest, the client is always right – and in this case they are formally trained to be. But to the degree that we can, we will insist that anyone interested in the result be equally engaged in the process. It’s too easy for people to glance at a layout and answer an email to appear engaged, then derail the process much further down the road. Participation is key to progress, and we’re in a much better position to make such demands from the outside.

So if you’ve been tasked with facilitating a website redesign, how do you take yourself out of the position of “middle-man/woman”? We’ve got some ideas, but we’d love to hear yours. Here are some to begin with…

• Stress your role as a mere facilitator – i.e., to do only what each respective party cannot do on their own.
• Attempt to communicate that you cannot effectively translate emotional and aesthetic ideas, and that those must be delivered directly with no filter.
• You explain that you are too busy with X. Surely, you have more important work to do.

Have more ideas of how to ease your transition out? We’d love to hear them in the comments section below.