I've written extensively about ghostwritten blogs, most recently here and here. Evidently the use of canned content isn't just limited to blogs. In this month's issue of the IICLE Law Office Technology Flash Points newsletter, Alan Pearlman extols the virtues of a product called Custom WebExpress, which is put out by a company called NextClient.com. Mr. Pearlman describes Custom WebExpress as "a unique product that allows you to instantly launch and manage a custom law
firm website and includes practice-specific articles that feed directly into
your website every week." In other words, you are buying website content from NextClient.com. As Mr. Pearlman puts it, "Like most lawyers, I need to
spend most of my time performing billable tasks. However, this does not negate
the need to keep my website updated with fresh information. Another way
NextClient helps me is by including practice-specific content on my site that
updates every week with newsletter articles my clients can understand and
appreciate, and believe it or not, is included as part of the basic $99-a-month
Custom WebExpress product."
I e-mailed Mr. Pearlman about my concern regarding the use of canned content. I've said it before, but maybe it's worth saying again:
Simply put, if you are using a website to market your
practice, then you are at least in some way trying to convince potential clients
of your legal abilities. Posting articles you have written is one way to do
this. Posting articles someone else has written doesn't accomplish much,
although I've heard it argued that you are at least assisting the public by
disseminating legal information. The big problem arises when you use canned
content and don't identify it as such -- that strikes me as an attempt to
mislead potential clients about your knowledge and abilities.
