You’ve been putting a lot of work into your blog: updating regularly with posts that have a conversational tone and catchy titles. But as your blog grows, your voicemail and inbox sit empty. Maybe it is because your website is a turn-off.
A lot of lawyers spend far too much money on canned websites from big name companies. They hope that by hitching their wagon to websites like Lawyers.com, they’ll maximize their SEO and draw in new clients. The problem is that these directory sites, which list your URL next to several of your direct competitors, are not much different than putting an ad in the phone book.
The internet market is a highly visual audience. If your website looks cheap, or looks like every other lawyer’s page, most visitors will “bounce” off of your page rather than clicking around or, better yet, contacting you. Instead, you should take the extra time (and possibly money) to make sure your website fits your image.
That means more than just emblazoning your logo in the header or making sure you have professional head shots on your bio page (both of which are important). It’s about giving your viewers something to feel. I’ll explain.
If you are a tough-as-nails litigator, your website might use a bold font and dark colors that show you mean business. This conveys aggression. But single mothers trying to modify parenting time probably won’t spend much time on your site. They tend to be more attracted to a site with soft colors and comforting language. Then again, your business clients may dismiss both of those sites as over the top and unprofessional. They would rather be assured of your competency with a crisp, clean site and sharp visuals. Just like with tone, it’s all about your target audience.
But don’t stop with the wrapper! While you’ve got your web designer in your office anyway, make sure you talk about web copy. That’s the actual words on your website. The tone of your web copy needs to go with the look of the page, or your visitors will feel like you’ve given them a bait and switch.
Your web copy should have a somewhat professional tone, more so than your blog, but it should still sound like it was written by the same person. It is an advertisement, but it shouldn’t sound like one. Instead make it inviting to your potential clients.
Use simple language whenever you can and make sure it is easy for visitors to find out how to reach you. Don’t forget to break up your paragraphs into digestible bits. All of the tips and tricks you’ve learned for blogging still apply!
The most important thing is to make sure your website stands out. Using color, photos, and accessible web copy, you can make your website an effective portal into your business, rather than a carbon copy of your competitors.