For many law firms the merger craze is having a huge impact on the way they are looking at their use of web technology.
And even though web functions are not uppermost in the minds of management as they rush to consolidate their firms, they are quickly learning that web-related issues cannot be ignored.
Why? Because the web is where all aspects of the new firm will be on display. The web is the primary medium used to communicate the vision, direction, human inventory, and expanse of the newly-merged firm in depth.
Merging firms must realise that the web will be a primary communication vehicle for nearly all audiences interested in the merger. How the merged firms agree to communicate to their audience through this vehicle can set the tone for the initial positioning and branding campaign.
A consolidated web plan is vital when merging websites so that the end product will be the best reflection of the new firm. If your firm is thinking about merging or plans are already underway, here are some of the issues you must consider when planning to merge websites.
Develop a strategy
If the combined firm is positioning the merger as a benefit to their clients, then the strategic vision of the site should reflect that goal.
Firms must realise the web is not just about marketing and recruiting – it should also be the ultimate extension of a firm’s client service.
Professional service firms should learn from the product sector how the web can serve clients’ interests and needs – not just tout the firm’s own abilities. For example, creating a client extranet with robust back-end document management systems and search capabilities are a must for the firm that wants to serve clients via the web.
The merged firm should determine how the new site will be maintained, how technology can feed updates and how the back-end systems can be integrated into a system that is smart and uncomplicated enough to help lawyers serve their clients more effectively.
Granted, not all mergers happen with the luxury of having enough time to plan the website before the merger announcement. However, a web vision is just that: a vision of how the firm will use the web in
its business.
For example, the merger of AOL and Time Warner was extremely secretive and it is doubtful whether they compiled a website merger plan before the announcement. But the companies had a vision of how the merged firm would use the web.
