Living in the “information era” it’s important for attorneys to recognize that — like it or not — people are talking and writing about them on the Internet. As a result, attorneys need to be more vigilant about what people are posting on listserves, blogs and other Web sites.

Last month, a Web site began posting ratings and profiles of Wisconsin attorneys in what the company’s leader describes as an attempt to help consumers find the information they need to effectively hire an attorney.

In a recent interview, Mark Britton, CEO of Avvo Inc., said the Web site also gives lawyers an opportunity to see what is said about them and it gives them an opportunity to respond. The lawyer-rating Web site launched in June 2007 with information about lawyers from nine states and Washington, D.C.

The Web site’s scope has expanded during the past year and Wisconsin lawyers joined the mix in June of this year. As of last week, Britton said, Avvo has information about attorneys in 18 states, covering 80 percent of the lawyers in the United States.

The company ranks lawyers on a 1 to 10-point system with 10 being the highest rating.

The ratings are based on work experience, industry recognition, how long they have practiced, education and more. It also takes into account any formal disciplinary actions imposed by the state Supreme Court; however, it does not include administrative sanctions.

In addition, the Web site provides a way for peers and clients to offer feedback on a lawyer. Britton noted that peer recognition helps determine the lawyer’s rating, while client reviews are not part of the Avvo rating.

“You bring those three points of view — all imperfect in their own way — but you bring them together so that you have a mosaic,” Britton said of the combined rating, peer comments and client responses.

The company’s rating system initially sparked a strong response from attorneys including a class-action lawsuit filed several days after the site launched last year. In December, a U.S. District Court judge from the Western District of Washington dismissed the lawsuit — Browne v. Avvo Inc., No. C07-0920RSL.

Britton said that people already are sharing their opinions of lawyers on listserves, over the phone or at cocktail parties and the Internet is making those opinions more accessible. “The Avvo site gives them the ability to see what is being said about them and gives them tools to respond to comments,” Britton said.

Attorneys also have the ability to post additional profile information on the Web site.