There is an age old adage, often
expressed by my grandmother, that "fish and relatives go bad after three
days." While websites don't "go bad" that fast, they can become stale
if left to vegetate over long periods of time. If, for example, your
competitor's website simply looks better than yours, your content
doesn't give clients information they can use, there are broken links,
or the site is not mobile-friendly, it's time for a new website.
In 2016, a website and web presence is
both a convenience and the standard by which consumers judge your
business. If you can't be found on the Internet, you may be considered
unprofessional by potential clients.
How can you make your website the best it can be?
First, consider the
goals for your website and then look at which are working and which need
help. Some issues will be technical and some will be content, which,
for 2016, is king. Clients and potential clients want profiles that
contain the most important and interesting facts about you and useful,
informative online content. Next, while you can work out the technical issues yourself, it is often more cost effective and less stressful to consult an expert.
The Nitty-Gritty
An effective lawyer website
will have your profile, contact information, and the basic description
of your practice. Include an online form to request an appointment and
articles about new developments in your area of law that might affect
consumers such as tax regulations, changes in immigration, or family
law. There are endless topics in your practice area always remembering
your ethical obligation to provide useful information, not legal advice.
Link your website to social media
which includes LinkedIn, Facebook, and Twitter. Social media is
becoming increasingly relevant in the communications between lawyers and
clients. Used wisely and carefully, social media can raise awareness
about you or serve as a way to discover more about your practice. And,
like Hansel and Gretel, your social media activity can leave a trail of
breadcrumbs back to you.
Your website should present a clear message identifying your practice, whether it is a general or niche practice. Photos
can help consumers understand the material on your site. For example,
if you're posting an article about how the Frost Laws in Michigan affect
truckers, a calendar with the effective date circled will help serve as
a reminder for your readers. And, of course, your professional picture
will accompany your profile.
Adding a video is an
effective way to explain your practice. Readers can't resist the urge to
push the play button; many would rather watch than read.
Be sure your law firm website is
distinct to your practice. The design, font, colors, photos, video, and
content should all reflect your brand and the message you are trying to
convey. Remember to put the link to your new site on the SBM member
directory. And, if you have ethical questions about any part of your
website, contact the SBM Ethics Helpline at (877) 558-4760.
Roberta Gubbins has served as the editor of the Ingham County Legal News.
Since leaving the paper, she provides services as a ghostwriter editing
articles, blogs, and e-blasts for lawyers and law firms. She is the
editor of Briefs, the Ingham County Bar Association e-newsletter, and The Mentor, SBM Master Lawyers Section newsletter.
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