Since the German army rapidly demolished the French army in World War II military planners have appreciated the power of what today is known as the “combined arms” approach: Close coordination of all means of attack is critical. Infantry, armor and aerial attacks must work in concert.

This concept applies to lawyer marketing. For example:

• Lawyer participation in charity and community organizations is great for building personal relationships that lead to referrals. You will not obtain the maximum benefit unless you coordinate these efforts with your website. You should strongly encourage every organization you help to create a link to the main entry point of your firm’s website and preferably also link to the corresponding online attorney bios. This costs them nothing but could benefit you a great deal. This is even more valuable when it involves local businesses or organizations, since the backlinks will tend to cause your website to rise to the top ranks of law firms in your geographic area.
• Are you spending on a 1-800 phone number, or a customized local phone number like 212-LAW-HELP? Conrad Saam explains why the second option is better for most law firms. However, whichever option you choose you will not get maximum benefit unless your website displays the phone number effectively on mobile phones as well as larger monitors.
• Coordinating your social media presence with your website is essential. Your social media accounts should reinforce your web presence. Your web presence should boost your social media campaigns.