Back when online video chat was just starting to break, with apps like Seesmic and 6Rounds, and later with Google+ Hangouts and even mobile Facetime on iOS (and now on OSX), I recall discussion in the legal community about the utility of such applications for legal professionals, and questioning whether video chat could be useful at all. As someone who is always looking for a way to find the fit for new tech, I firmly believed that such applications could serve a useful professional purpose.

Enter, LawZam. I heard about it over at Bob Ambrogi’s LawSites blog and, frankly, I am intrigued. Bob quotes founder Claudio Dunkelman who describes his site as “speed dating for the legal world.” As long as we are not talking about “Chatroulette for the Legal Profession”, this is an eyebrow-raising, but not altogether inappropriate mash-up of concepts, LawZam offers a platform for video consultations and two-way chat between lawyer and potential client. If a match is not made, then the client can initiate chats with other attorneys until he or she achieves the right fit. All this with no cost to attorneys or clients – revenues will come from advertising and an as yet undisclosed premium service.

The site allows the consumer to “ask a lawyer”, “post a job” or submit a query to “review my case” and promises that the consumer will receive a response from an attorney within minutes. You can also search for lawyers by area of law, location or name. Right now, the front page shows available lawyers from California and Florida, with a bit of detail about the lawyer and/or firm. I dug a bit deeper and found some lawyers from Texas and New York as well.

From LawZam’s about page:

LawZam is committed to increasing access to legal assistance by providing a platform for the public to receive free legal consultations by videoconference. Finding a lawyer can be a frustrating process for many people. LawZam seeks to address that problem by enabling people to find lawyers quickly, and conduct face-to-face video consultations with lawyers online.

Attorneys registered with our service do not charge fees for initial consultations, and users of our website have no obligation to hire the lawyers they meet. LawZam does not get involved or receive any fees from agreements between lawyers and clients. Simply put, LawZam is a venue for communication–not a law firm.

We hope to facilitate the communication of helpful information to people seeking legal assistance, so people can make informed decisions and protect their legal rights. If you have any questions or suggestions to improve our service, please feel free to contact us at support@lawzam.com.

There is also an extensive terms of use and privacy policy, along with repeated assurances that this is not a referral service and that no attorney client relationship is created via the video chatting interface. For those interested – attorneys and consumers – there is a registration link on the front page.

I have not actually tried the service out, so I cannot speak to the fit and feel of the experience, but I do very much like the idea. In keeping with our brave new economic world, in which consumers take it upon themselves to go online and “do the research” and are savvy enough not to commit without some understanding of the potential value, services like LawZam may be very beneficial to attorneys. Video chat offers a means for lawyers to get out in front of that process with an actual personal, moving presence — far more compelling than a static website, or even a tweet stream or Facebook page.  For those attorneys that speak better than they write – and I know you are out there – then LawZam might be the modern advertising answer for you.