Your firm's website must play many roles. At its core, your website works as a marketing tool and 24-hour brand ambassador for your firm. However, technology has advanced to such an extent that static sales pages no longer suffice — either for visitors or search engines.

“In the future, the winners in the legal world may succeed by dint of survival of the most responsive.”

–Richard Susskind, The End of Lawyers (2008)

Attorney websites are evolving to become client relations...