Will “.law” Upend Legal Marketing?

Some major law firms have already snapped up the appropriate “.law” website domain names, but on Oct. 12 the entire legal market will have the chance to apply for a $200-a-year URL, which “gives everybody the opportunity to have a one-time reset for the domain name of their dreams,” as John Morgan, chairman of the new domain, put it. Law firms who had registered trademarks with the Internet Corporation for Assigned Names and Numbers already got the chance to snap up the appropriate domains – including Skadden, Arps, Meagher & Flom, and Goldstein & Russell among others. For major firms, purchasing the domain name is as much about playing defense as going on offense.