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Flying airplane and banner on blue sky. Flying airplane and banner on blue sky.

Years ago I sat in on a CLE on legal marketing and use of the web, and one of the presenters showed a number of firm websites, both good and bad. Near the end the speaker homed in on several niche firms with very narrow focuses. I don’t remember all the details, but I do remember a number of firms with very short or colorful names, and websites with images that jumped out at you—alligators, fires, bugs…you get the point. One of them had an illustration of a large bug—I believe the firm handled litigation surrounding the use of pesticides.

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Hank Grezlak

Hank Grezlak is the editor-in-chief for ALM's legal theme desks and regional publications and oversees Law.com, and has been covering courts and law firms since 1993. He has won numerous awards for his journalism, including several for investigative reporting, columns, and enterprise reporting. In 2016 he was awarded the G.D. Crain, Jr. Award for Distinguished Editorial Career.

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