Your firm’s website is one of the most important marketing tools you have in your business development tool kit. It is the place where clients come to discover who you are and what type of legal service you offer. Because of its importance, it’s worthy of periodic review.
Your first question should be—who am I trying to reach? Write up or review the profile of your target audience. Consider their legal questions, their interests, and concerns. Knowing your audience will help you design a website that meets their needs and keeps them coming back.
What pages are necessary?
1. Home Page
No matter the size of your firm, large or solo, your home page should communicate what you do, the benefits you bring, establish credibility, and summarize services. It should be colorful, easy to read and understand, and provide a succinct and clear way to reach you.
2. Attorney Profiles
Attorney profile pages are the most visited pages on your website. Because of their importance, make sure each profile has a photo, practice area, unique differentiator, and a bit about interests and hobbies. 3. Practice Areas Prospective clients must know what you can do for them. This page should list all the practice areas with links to individual pages for sub-areas and more information. You could link to the attorney profiles in their practice area to encourage contact.
4. Our Firm
The Our Firm page is the place to tell prospective clients why you and your firm practice law. Here is where you can add character and personality to the firm. Going to a lawyer is intimidating. This page should be written in a friendly style and tell the story of how you help your clients. Include a call to action but keep the focus on the services you provide.
Your blog can position you as a subject matter expert in your practice area. Maintaining a weekly or twice monthly blog in your niche practice area will keep readers coming back for more. It also keeps your name top of mind when they have a legal problem or are asked if they know a good attorney.
After reading lawyer profiles, checking on years of experience, and scanning practice areas, consumers will read the available reviews. Consumer reviews, awards, and recognitions help build trust and credibility in your firm. Adding them can be the piece that convinces the client to contact you.
7. Contact Us & Engagement Process
Although each page of your website has contact information, this page can provide all the details such as phone, email, appointment scheduling, and address. Include a map and parking information. Because each firm operates in a different way, add a description of the firm’s terms of engagement.
Every law firm wants to have the best website. A periodic review of your site will help keep it current. If a complete overhaul is needed, tune in next week to learn how to find the right web designer for you.
After years practicing law, Roberta Gubbins served as editor of the Ingham County Legal News. Since leaving the paper, she provides legal content writing for lawyers. She is editor of The Mentor, the SBM Master Lawyers newsletter. Writing as Alexandra Hawthorne, she published a cozy mystery, Murder One in Midvale Corners.
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