It was around ten years ago that law firms began to get excited about the potential of the Web to sell their services.

Yet today few firms offer much more than an on-line brochure. Some provide extranets to the small number of clients that voice an appetite but, like digital signatures in lawyer-client communications, they never caught on. E-commerce is for little more than wills and divorce kits, because commercial firms believe that successful lawyer-client relationships demand a stronger foundation than a £200 download affords.


The initial excitement was justified, but we misinterpreted the evolution of on-line legal services. The market has not failed; it just has not matured yet. In the meantime, there are great opportunities for law firms today that few exploit.


Most sites offer basic information about what they do and how they can be contacted (although some do this badly). Many carry a clichéd mission statement - 'we talk your language', 'we understand your business', 'we put clients first' - though most of these claims are not delivered on-line.


Occasional articles appear on disparate topics. They may be promoted by e-mail to existing clients and reach a few others who query Google about these topics. But with little reason for users to stay or return, the Web site's benefit to firm and client is limited.


A good law firm Web site provides good content and thus a reason to return. The law is getting easier and cheaper to find every year, and that trend will surely continue. Consequently, law firms can beat their rivals by offering easier access to better information. In giving users a reason to return, the firm builds loyalty. It establishes an on-line legal brand that shows up the emptiness of many brand value statements.


As for on-line legal services, the market will evolve. Extranets will likely find their place - we will just not call them extranets. E-commerce will be accepted, but not to service a drive-by download. And when the market for on-line legal services does mature, the firm with the strongest on-line legal brand will surely be the one in the best position to exploit it.


Struan Robertson is a senior associate with Pinsent Masons and editor of the firm's on-line legal service, Out-Law (www.out-law.com)