After years of Head & Shoulders' "You never get a second chance to make a first impression" commercials, we're basically convinced that initial perceptions are how we will be judged in life. Sure, it was a marketing campaign, and we shouldn't base our life choices on what Madison Avenue says, but repetitive messages have a hypnotic effect.
For lawyers, that message is probably true. If a prospective client goes online to find an attorney and is unimpressed by a lawyer's website, the attorney probably won't get the gig. That's just one reason why lawyers need to focus on building an effective brand.