When writing for the web, law firms need to be able to see their content from their potential clients’ points of view. In this article, I discuss some key considerations for making sure that your content speaks to your intended audience.
Law Firm Website Content: It’s About Speaking to Your Potential Clientele
So, you understand that your firm’s website is a marketing tool. But, what exactly does that mean? What kind of content not only (a) draws potential clients to your website, but also (b) keeps them there and leads them to contact you for help?
The answer to a certain extent, you’ll appreciate, is “it depends.” More on that below. However, the general rule is that your website should focus less on your firm and more on its website visitors.
Tell Potential Clients What they Want to Hear
Traditionally, law firm have focused on two things in crafting content for their websites:
- Explaining what they do, and
- Touting their attorneys’ credentials.
The problem is that most potential clients don’t care enough about these to read about them in detail on the Internet. When prospects are searching the web, they are looking for answers. The resume is secondary to the ability to understand, appreciate, and address the prospect’s needs.
Speak to Your Readers’ Needs
For example, if you are a personal injury lawyer, your typical client won’t care whether you were a journal editor during law school or if you are a board member for a local charity. Your potential clients aren’t going to choose the lawyer with the most well-rounded background. They are going to choose the lawyer who can answer their questions because they’ve been there before. They are going to choose the lawyer who they think can make the process as easy as possible while also achieving the best possible outcome. As a result, this is the message you need to convey through your law firm website content and blog posts.
On the other hand, if your practice focuses on representing other attorneys in malpractice suits and disciplinary proceedings, then it may be appropriate for your content to sway toward building a resume and profile that will impress other lawyers. That certainly makes sense, and I’ve written web pages specifically with this focus in mind.
Maintain Focus on Why You’re Writing, Not Just What You’re Writing
In short, writing effective law firm website content requires an in-depth understanding of, and consistent focus on, your potential clients’ points of view. With these concerns at the forefront, you can develop a website that draws higher numbers of prospects, keeps them on your site for longer periods of time, and ultimately leads to increased conversions.