This past spring, as the first signs of blooming flowers began to decorate Philadelphia’s tree-lined streets, TeamLISI was bustling with excitement and anticipation, planning for the grand celebration of our 25th anniversary. Amidst the preparations, our team had the opportunity to chat with our Founder and CEO, Jason Lisi, to discuss the exciting evolution of our services over the past quarter-century. Our conversation, filled with nostalgia and forward-looking insights, set the stage for commemorating LISI’s journey and its impact on the legal marketing landscape.

Below is an excerpt from our conversation, which focuses on the evolution of law firm websites since LISI first began in August 1999.

Rae Ritter: Jason, as we celebrate the 25th anniversary of Legal Internet Solutions Incorporated, it’s incredible to reflect on how much has changed since we started in 1999. Law firm websites have evolved tremendously. From your perspective, what are the biggest changes you’ve seen?

Jason Lisi: Rae, it’s been a remarkable journey. When we launched, most law firms were just beginning to embrace the Internet. Websites were simple, often little more than digital brochures. They had basic information: firm history, practice areas, attorney bios, and contact details. The design was often rudimentary, with static HTML pages, minimal graphics, and clunky navigation. The primary goal was to merely have an online presence, as the internet was still a new frontier for most law firms. We did a lot of first websites for firms back then.

Rae: I remember! The focus was more on having a website rather than what the website could actually do. Over the years, functionality has become paramount. What are some of the key functional changes you’ve observed?

Jason: Well, the early 2000s saw the introduction of more dynamic content. Content management systems (CMS) like WordPress, Drupal, and Joomla started to emerge, making it easier for firms to update their websites without needing to know HTML. Websites became more interactive, with features like blogs, newsletters, and event calendars.

The mid to late 2000s brought a focus on search engine optimization (SEO). Firms realized that it wasn’t enough to have a website; it needed to be found. Keywords, metadata, and backlink strategies became integral to website development.

Fast forward to today, and the focus has shifted significantly toward user experience (UX). Responsive design is a must, ensuring websites are accessible and functional across all devices. We see sophisticated design elements, client and law-firm-alumni portals, chatbots, and extensive multimedia integration like videos and podcasts.

Rae: The shift toward mobile compatibility has been a game-changer. A website today needs to be more than just visually appealing. It has to be user-focused and optimized for use on any device. How about the content itself? How has that evolved?

Jason: Content has undergone a transformation as well. Initially, content was static and rarely updated. Now, it’s all about fresh, engaging, and valuable content. Thought leadership through blogs, whitepapers, and case studies has become essential not only to showcase a law firm’s capabilities but also to improve a firm’s ranking in online searches. There’s also a greater emphasis on storytelling. Law firms use their websites to tell their brand story, showcase their culture, and highlight their successes in a way that resonates with their audience.

Moreover, personalization has become key. Websites can now deliver tailored content to users based on their behavior and preferences. This level of customization was unimaginable in 1999.

Rae: And what about the surprises? What developments over the past 25 years would have been hard to predict in 1999?

Jason: One of the biggest surprises has been the rise of social media and its integration with law firm websites. In 1999, social media didn’t exist in the way it does now. Platforms like LinkedIn, X, and Facebook have become vital for engagement and networking. Law firm websites now feature social media feeds, share buttons, and links to firm and individual profiles on these platforms.

Another unexpected development is the use of artificial intelligence (AI). AI-powered chatbots on websites provide instant responses to user queries, enhancing client service. Data analytics tools allow firms to track user behavior on their sites, offering insights to improve user experience continuously.

Rae: AI is truly a game-changer. It’s amazing to think how technology has reshaped the approach to client engagement. Looking back, is there anything that has remained consistent over these years?

Jason: Despite all the changes, one thing has remained constant: the importance of a strong online presence. Law firms continue to recognize that their website is often the first point of contact with potential clients. It’s a reflection of their professionalism, capabilities, and reliability. The fundamental goal of establishing trust and credibility through a website hasn’t changed.

Rae: That’s a great point, Jason. Trust and credibility are timeless. As we move forward, what do you see on the horizon for law firm websites?

Jason: The future will undoubtedly bring even more integration of advanced technologies. Virtual reality (VR) and augmented reality (AR) might soon offer immersive client experiences. The emphasis on data privacy and security will grow, and websites will need to ensure they’re compliant with evolving regulations.

Moreover, as the legal industry continues to adapt to the digital age, we’ll likely see an increase in automation and machine learning to streamline processes and enhance client interactions. The challenge will be to balance technology with the human touch that is so crucial in the legal profession.

Lastly, and I’ve been emphasizing this for years, I hope that law firms continue to focus their websites more toward the client than trying to show how great they are in their own eyes. A client – whether an individual or a general counsel – wants to know primarily that the lawyer will solve their problem and all the education/experience should back up that message.

Rae: One of my favorite things about working in legal marketing is that it’s always changing. As we celebrate this milestone, I’m proud of how far we’ve come and eager to see where we’re headed. Here’s to the next 25 years of innovation and growth!

Jason: Cheers to that, Rae. It’s been an incredible journey, and I’m excited about the future. Thank you for this walk down memory lane and for sharing your insights!