Marketing Your Law Firm’s Practice Area, Not You the Attorney
As an attorney, having a website dedicated to your law firm is a must today. You are at a considerable disadvantage if you fail to tap into this excellent resource. But once you have placed yourself on the internet, and have an attorney website, you need to be using it correctly.
This might go without saying, but you would be surprised to see how many attorneys have on their home (landing) page discussing their credentials; particularly small and solo practitioners. Listing your law school, moot court achievements, positions on law review, and clerkships with judges are all great achievements. But no prospective client is going to wonder what clinic you did 2L year, let alone know what a “2L” actually is.
That is because the prospective client is on your website because they have a legal problem and they are seeking a solution. You’ve done the hardest part which is to get them to your website, but now you are failing to land their business by listing this extraneous information on your home page.
Your main page should have one, simple objective: hook the reader. It should convince the prospective client they do not have to look any further–that you can help them with any of their problems. Your website should do this by showing the client you can get them the answers they need to solve their problems. This can be done by listing in bullets on your home page your practice areas, some recent cases, or by having a listing of your latest blog posts which would exhibit your firm’s competence in a particular area of law.
Additionally, your website’s home page–well, really all the pages–should be well organized. The best why to organize your website is with headings–very catchy headings actually. For instance, your blog posts should have titles that entice readers to click on them for an answer, even if they were not looking for that answer. But there is, of course, a balance. Your titles still should be informative in that your readers will know what the headings are about. So catchy but informative; a difficult but possible task.
Furthermore, your home page should clearly show a visitor where the next step is. If they are interested in retaining you, the link should be easy and obvious to find. If more information about your services or practice areas are required, that too should be easily found. Even better, individual links to practice areas really create efficiency.
Remember, there are thousands upon thousands of attorney websites on the internet. If your website is not easily navigable for a client, they will just hit the “back” button and try another. The bottom-line is that the first thing a visitor to your website should see–without much effort–is that you have or can find the answer.
However, this does not mean you should not list your law school, law review position, and other achievements on your website; it just should not be on your main page. These achievements should be listed somewhere on your website, particularly also very easily accessible in an “About You” page. Of course, most large, mid-size, and even small firms typically have descriptions about the staff. But remember, marketing is not always one-size-fits-all. A solo or small firm might not have this information on the website, but it should be there, separate from the main information.
But why? For referrals!
While prospective clients will unlikely know many of your achievements, other attorneys who have been through the rigors of law school will. This is important, because most referral agreements are not handled by the percentage of work completed, but based on joint responsibility for the case. Therefore, when you are referring a case to another attorney you want to make sure they are competent to handle the case to prevent malpractice against YOU. Thus, listing this information is still an important asset to market yourself for your other clients, other attorneys.
As mentioned, having a website is a major step forward in marketing your law practice. However, using it ineffectively or incorrectly could–and likely will–actually HURT your business. Make sure you are utilizing your website to its full potential. Update your pages frequently, reorganize your main page, and frequently maintain your website–particularly your blog. Remember, a well-established blog that is continuously updated will draw in prospective clients. The greater the variety of your blog post topics, the wider the variety of problems it your blog will provide solutions to, which will bring in a larger number of clients to your website. In return, you will increase the potential for new clients to contact you with the problems for a solution.
If you have questions on how to utilize your website or blog more efficiently, don’t hesitate to contact us. Moreover, if you think it is time to take your website’s blog to the next level, please contact us at inquiries@NABLegalMarketing.com for more information or to retain us.
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