Toronto Criminal Lawyer Labelled “Web Hero”


Craig Penney, a Toronto criminal lawyer, has a very enviable website presence. “I actually had another criminal lawyer once tell me in an email: I really like his site and you should see how effectively he pops up in Google searches without sponsorship. He is my web hero.

Strong words from a colleague hoping to mimic his online presence.

I had an opportunity to chat with Mr. Penney the other day and I asked him a few questions about his website, his approach, and why he thinks it has been so successful. This is what he shared with me:

I realized very quickly that, for potential clients, hiring a criminal lawyer is a very personal decision. Potential clients needed to know not only how I could help, but “who” I was. Before the web, that information had to be conveyed either on the phone or in person.The web changed all that.735_mod

Mr. Penney’s website does not specifically educate people about the law. It was purposely designed to introduce himself to his potential client and allow them to get a feel for who he is as a person and as a lawyer. Clients can spend as much time as they want reading about Mr. Penney and his cases, in order to assist them in making an informed decision about whether to hire him or not.

He attributes his website’s success to the site’s ability to allow potential clients to get a real feel for who he is as a person and lawyer.

His advice to lawyers who ask him about creating a website Start, he says, by realizing that clients want to know who you are, and then ask yourself the following:

  1. What kind of person are you?
  2. What kind of lawyer are you?
  3. How can I best convey that information in a website?

Natalie Waddell

Founder and President at Inc.
Natalie was spirited to start this company after a frustrating and poor personal experience when searching for a lawyer back in the late nineties. “I quickly realized that the tools available to assist someone in finding the right lawyer were grossly inadequate. Not only inadequate for the individual in need of a lawyer, but also inadequate for the lawyers in search of new clients. There had to be a better way to connect clients and lawyers in a more efficient manner – without wasting everybody’s time and effort”, explains Natalie.

Natalie brings a passion to the business that ensures the entire team strives to improve the service for both lawyers and the general public. To that end, she is committed to ongoing communication with our members and welcomes and relies on clients’ input to continually evolve the service to make it better for all.

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