Chuck Newton has a great new post on my favorite extranet tool, basecamp. He correctly notes that basecamp is not only a great productivity and team collaboration tool, but also a marketing tool. How does basecamp end up in the marketing toolbox.
Because you are transparent to clients and increased the level of collaboration, your clients tend to think of you more for new projects. Your clients tend to think of you not only for new projects, but also on new issues on current projects. Your clients tell their friends about the fact that your law firm is completely transparent. Clients want to know what their attorneys are doing and are impressed by the fact that they are involved at every step along the way.