When readers have a problem, they turn to the Internet for a solution. It is so common, there is even a web-acronym LMGTFY: “Let Me Google That For You.” To be successful, your website should be the place to go for readers with problems to find answers. So ask yourself, does your website focus on you or your clients? Will readers find the solution to their problems, or a shrine to the owner of your company?
Far too many lawyers use their website to feature themselves and their accomplishments. Their homepage is all about their most recent court victories. Their bio page reads like a resume and is filled with accolades no one outside the legal profession has heard of. And their blogs, if they have any, are more new feeds of firm accomplishments.
That’s exactly the wrong way to attract new potential clients.
Your website is an advertisement available to potential clients with a need. So why would you ignore that need in preparing your content? Make your website as client-focused as your firm. That way potential clients know you will be in it for them, and not your own glory.
Client Focused Home Page
Your home page should be attractive, welcoming, and easy to navigate. That means getting rid of the cross-armed picture of you glaring at the camera. Replace it with a smile and welcoming text that immediately tells readers what kinds of problems you are there to solve.
Attractive About Page
Clients come to your about page to learn about the person, or firm, that they might want to hire. Your credentials are important, yes, but that’s not the main thing. There are thousands of lawyers out there licensed to practice in your geographic area and subject matter. Any of them could solve the client’s problem. So why should they choose you?
Make your about page personal. By connecting with clients outside the court room – maybe through hobbies or community involvement – you give them a reason to want to hire you instead of the other guy. Consider adding a casual photo of yourself (take off the suit!), so potential clients realize you really are a person, just like them.
Getting around your website should be easy and intuitive. As clients investigate you and your firm, they should be able to click around to the different pages that deal with their type of problem. Often, lawyers lose potential clients simply because of word choice. “Litigation” instead of “Trial Attorney” or “Restitution” instead of “Repayment” could prevent readers from finding out you actually do handle their particular need. Always consider how your clients find you, and use those keywords on your website, rather than terms of art.
Blogging For Your Clients
Blogs run a particular risk to be self-serving. Some writers even make the mistake of journaling private thoughts in a public, professional venue. Instead of writing about your latest case or grumbling about a difficult judge, focus your blog on your clients. Find one problem some of your clients face and address it. The next time you write, choose another problem. If your firm had a particularly successful solution to one of those problems, feel free to feature it, but within the context of that problem. Avoid posts that are nothing but a press release saying “look what we did.”
The best websites are focused, beginning to end, on the needs of their potential clients. Everything from home page to contact page should be focused on them and their problems. By rewriting your website to change the focus from “us” to “them,” you will appear more welcoming, competent, and willing to help.
Lisa Schmidt is a writer for Legal Linguist. She creates professional web content for lawyers and small businesses. If your website needs a rewrite, contact Legal Linguist today to schedule a meeting.