I’ve had a chance to speak to many of you over the past few years. I’ve got a pretty good sense of where you stand on marketing, technology, management, and finance. Most of you are doing pretty well, but you’re focused more on practicing law than on running your business.

That’s cool.

Today’s article isn’t for you.

Today is for those of you who are fascinated by working “on” the business rather than “in” the business.

If you’re absorbed by “in,” then just keep on working and don’t worry about what I’m going to say in this short post.

You “in” people can stop now. This isn’t for you.

Okay, now that we’re alone:

What is the next big marketing project?

Here’s the deal. You’ve got a website. By now, you should also have a mobile website targeted at smartphones. We know that the most desirable clients have smartphones and are using them to research the purchase of professional services. If there are issues with your sites, then, of course, fix them.

Once you’ve got those sites in order, it’s time to start thinking about a site for TV. When we look into our crystal ball, we see an increasing number of Internet users viewing the web from their web-enabled televisions. Internet functionality is now built-in to more and more televisions, and a plethora of devices enable television access to the web.

You need to be thinking about how your site looks on a television and whether it offers the kind of experience that will help TV viewers know, like, and trust your firm.

Some of these viewers will come to you via browsers in their televisions. Some of them will require apps developed for their television. There is already competition among the app platforms. You should be watching these developments closely and devoting resources to the larger platforms.

You’re going to need to tackle design and layout issues that will depend on the platform. More importantly, you’re going to need to tackle content issues. That’s where your primary focus needs to be now.

Start thinking about and experimenting with your site on a big screen while sitting six feet away.

My site (rosen.com) is heavy—very heavy—on text. When someone is leaning back and watching a television, he or she isn’t going to read much text. That person is going to expect to watch, not read.

We’re going to need to anticipate these TV visitors, greet them, and feed them a television experience. That’s going to be very different from the lean-forward, hover over the screen experience of our current website.

I’m thinking “movie” vs. “book.”

This next project is going to require you to put your brain to work. Think about your prospective customers. Think about them sitting in front of the big screen dealing with a crisis. Think about what it’s going to take to move them off of the couch and into your practice.

That’s your assignment. That ought to keep you busy for quite a while.