Many people and organizations who are searching for legal services use the Internet to find law firms that can solve their legal problems.
Many if not most of your clients reach you through your website – they are likely to spend some time on your website and blog, reading about your services, discovering your success stories, and taking advantage of any legal resources you may offer them before making up their mind about calling you or visiting your law offices.
This means that your website must strive to answer one question above all others: Why should they hire your law firm and not another?
The Why Question
It may seem obvious, but when you create a legal website, it’s easier than you think to forget or to stray from answering “the why question”. This is in fact why so many attorney and law firm websites are nothing but collections of tedious legal content and unfriendly and distancing corporate imagery. If your website is based on a ready-made template, which you haven’t taken the time to customize and imbue it with your own personal vision, it’s very easy to end up with a law firm website that doesn’t stand out in any way and is not very engaging, either.
In order to answer “the why question” and create a successful website for your law firm, you have to ensure that your website does a few crucial things:
- Presents you and your associates in a warm, transparent, and welcoming way. In practical web design terms, this means featuring an About page with a brief description and an image for every attorney at your firm. More than a list of qualifications or a short piece of biography, each description has to be persuasive, highlighting the strong points of each attorney and why it’s good to work with them.
- Explains clearly what practice areas you handle and what types of cases you focus on. You also want to give your potential clients an idea about the upfront fees you are charging and whether you work on the “no win, no fee basis”. In most cases, it’s possible to set expectations about your services and fees without giving specific numbers.
- Places your law practice on a map, so people know where you are located. Include your address in the contact page together with the telephone number, and add a Google Map or integrate directions into the page. Also, you want to include one or more keywords related to your location throughout your website content.
- Highlights your success. Showcase some of your successful cases, including testimonials, case studies, and news of recently won cases. Don’t exaggerate – make it all matter of fact, and you will make a stronger impression.
- Educates your potential clients. Elucidating legal matters in a clear and confident tone helps you build authority, which can in turn convince potential clients to choose your services. A fresh, regularly updated blog added to your website’s domain can help you do this.
The Bottom Line
Crafting a law firm website that answers “the why question” takes time, but all the effort and money you invest in it pays of. Potential clients will stay longer on your website, and more of them will be persuaded to try your services. Your law firm website will grow, and so will your practice.