- Tatia Gordon-Troy
Is Your Online Face Bringing in Clients or Sending Them Away?
Not long ago, most websites for law firms were cold and uninviting, existing solely for the purpose of having a “web” presence. But like most professions, times change and competition heats up.
Today, your website is your “online face.” It is your firm’s introduction to the world. It could be the most important piece of your marketing strategy, but not if it fails to convert a visitor to a client.
With a critical eye, look over your website. Is it devoid of helpful, educational content? Is it riddled with typos or poor grammar? Is there an existing blog that hasn’t seen a post in six months?
Your website needs to provide the tools necessary to the types of clients you seek.
The “Know, Like, and Trust” Factor
People don’t do business with firms, they do business with people. When potential clients land on your firm’s website, they aren’t looking for a synopsis of your firm’s practice areas and a cluster of awards they’ve never heard of. These people are looking to find an attorney who will understand and solve their problem. The law firm’s name doesn’t really matter; it is the relationship an attorney builds with the client that matters most. The website is simply how that all-important “know, like, and trust” relationship starts.
How to Improve Your Website
Rewrite your bio to let your personality shine. Do not lead with the law school from which you graduated or whether you served on law review; this carries little to no weight with potential clients. Add your hobbies and interests; tell why you chose law practice as a profession. Be yourself.
Display your competence in key areas by discussing the nuances of a particular case you handled. Mention accomplishments tied to client representation more prominently than accolades received from your peers. List relevant speaking engagements and published articles.
Display more than just a head shot; using a professional photographer, be creative with how you present yourself. Consider a more casual look using an indirect upper body shot or a photo of you interacting with a client. The objective is to show your personality in a way that will attract your ideal client.
Provide educational content explaining the nuances of your practice. Define key terms, offer comparisons, or provide “know your rights” summaries. Use laymen’s terms and keep it simple and informative. Use Google’s free keyword tool for SEO research to find keywords and phrases to use throughout your articles; but avoid sounding stilted. Include links in your articles to internal pages on your website so visitors can find relevant content more easily.
Include a call to action on every page. Use “Sign up for a free …”; “Talk to an expert now …”; “Schedule an appointment …” Include an online form to collect a potential client’s information for immediate and ongoing outreach.
American society is saturated with attorneys, so it is imperative to do whatever you can to stand out from the crowd.