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    Nolo law firm

    This post is part of our new Future of Law series which interviews the leading founders and executives who are on the front lines of the industry to get a better understanding of what problems the industry is facing, what trends are taking place, and what the future looks like.
    The following is an interview we recently had with Chelsey Langan, Vice President, Sales, Martindale-Nolo.
    1. What’s the history of Nolo? Where and how did you begin?
    CL: Nolo began publishing do-it-yourself legal guides in 1971 to help people who didn’t qualify for free legal help but couldn’t afford to hire an attorney. In 2011, Nolo was acquired by Internet Brands and was rebranded to Martindale-Nolo when it was joined by Martindale-Hubbell (2014) and Ngage Live Chat (2016) to create the Martindale Legal Marketing Network.
    Today, we are the largest online legal marketing network with 15 million consumer visitors. Our sites include Nolo.com, Lawyers.com, AllLaw.com and many practice-specific ones like Divorcenet.com. We have published thousands of legal articles, and our online store offers more than 500 do-it-yourself books, online forms, and software products. We also provide a comprehensive suite of online marketing solutions for attorneys.
    Read more about our history.
    2. What specific problem does Nolo solve? How do you solve it?
    CL: Today, over 76% of consumers start their search for legal information or an attorney online.[i] Yet, with all of the resources available, the law can still be hard to understand and intimidating. We strive to make the law accessible to everyone—to help people find answers to everyday legal and business questions.
    Also, for the 500,000 solo and small law firms in the U.S., the Martindale Legal Marketing Network division provides a cost-effective way to gain exposure and connect with prospective clients who come to our sites for legal information.
    Consumer Legal Information & Attorney Directory
    Our network of sites is one of the Internet’s largest libraries of consumer-friendly legal articles–all available for free. Whether consumers are looking for information about their “first DUI” or “chapter 7 bankruptcy,” they can find relevant articles. Nolo’s editorial team delivers complex legal information in simple-to-understand terms.
    Through either the Nolo.com or Lawyers.com directories, consumers can also research and connect with attorneys in their area who handle their particular kind of legal matter.
    Do-It-Yourself Products
    Consumers and small business owners can handle many legal matters themselves with Nolo’s do-it-yourself products, which range from online forms and software to books and eGuides. Our bestselling will software, WillMaker, and our easy-to-use Online LLC form are just a few of our featured products. For more information, visit our store.
    Attorney Lead Generation & Marketing
    For many solo and small law firms, marketing isn’t their expertise, and they just don’t have the budget and staff to compete against larger law firms. The Martindale Legal Marketing Network’s comprehensive marketing solution provides smaller law firms with a cost-effective way to gain exposure to our 15 million consumer visitors and to receive real-time leads from among the 100,000 people requesting legal help. Our services include lead generation, professional websites and profiles, and live chat services. Learn more about our attorney marketing services.
    3. What are the top 3 technology trends you’re seeing in the legal industry?
    Trend #1: An increase in online DIY forms.
    Trend #2: Use of analytics in decision-making.
    Trend #3: Heavier adoption of CRM and case intake solutions by attorneys.
    4. Why is the legal industry ripe for disruption?
    CL: We predict that attorneys will remain critical for more complex cases, but that consumers will seek more cost-effective means for handling simple legal matters. Online services, such as Nolo’s WillMaker, have made it simple for customers to handle certain legal matters with little cost.
    At the same time, many attorneys in the U.S. need more efficient processes for sourcing business, managing case intake, and communicating with clients. Disruptive technology for law firms includes online lead generation services to complement old-fashioned client referrals, contact relationship management (CRM) systems to help manage leads and case management and online portals for offering more transparency to consumers on case status.
    About Chelsey Langan
    Chelsey Langan leads sales for Martindale-Nolo’s lead generation program. She is also part of the executive team that works with our editorial team. Chelsey helps determine the content focus and functionality for Nolo.com’s directory, lead generation, and DIY products. Prior to joining Martindale-Nolo, she held senior positions with Matchpoint and several other start-up companies. Chelsey has over 15 years of experience in sales and business development and holds a BS in marketing.