(Via How to Change the World.) I highlighted two that I think are useful for those looking at their law firm websites, though of course the comments on ad content wouldn’t be relevant…

Avenue A Razorfish 2008 Digital Outlook Report: ”

Only a few years ago, a Web site’s home page was the most prime piece of digital real estate a publisher could offer. Not so much today, however. The relevance of the home page as a media buy is on the wane. Search, social networks, blogs, and RSS (among a host of other online sources) are driving more and more users deep into today’s Web properties. Now, the majority of consumers bypass a site’s home page completely.

Every page is now a home page, each of which will have a wider reach, a lasting shelf life, and the ability to attract a new audience like never before. To capitalize on this, ensure that every page has a strong, clear global navigation scheme and related content that is visibly promoted. And don’t forget to make sure that display advertising gets prominent, above-the-fold, home-page-like treatment (300×250 rectangles and 728×90 leaderboards). Remember, every page can be accessed in any conceivable manner and in any conceivable order—you can’t design properties to control user flow anymore.

So the lesson is, make sure all your pages have good navigation as potential clients are likely to jump right into your firm’s site content, and get out there on social networks and RSS so that they come to your site in the first place.