Lawyers spend thousands of dollars on websites featuring beautiful designs and logos. But often after they pay for these websites, they realize they need stronger, more compelling content. By then, they begin to feel a strain in their budgets. Additionally, other priorities can claim their attention and marketing takes a back seat to the realities of a busy practice.
The truth is: When you create a productive website, you save hours of time. You don't just save time marketing. You save time explaining your services and screening your prospective clients. Here are some tips to get beyond these challenges and begin to get more clients online.
(1) Decide how you want prospects to think of you. For example:
"Margo Sawyer is an estates and trusts lawyer who is open to working with non-traditional as well as traditional families."
"John Rogers is an immigration lawyer who is especially sensitive to the needs of families with questions in their backgrounds."
You won't necessarily use these statements on your website, but behind the scenes the define your brand. (2) Identify your clients' major concern. For instance, a DUI client may be embarrassed and afraid that nothing can be done. Your website content needs to address these fears and concerns tactfully and professionally.
(3) Decide what makes you different. The obvious differences come from your education, training and credentials. Less obvious differences come from your own background. Use client stories to communicate your effectiveness in a totally professional style.
(4) Make it easy to reach you. Post a phone number prominently on your website. Include a form for clients who prefer to initiate contact online. Make sure the form is easy to use and trustworthy.
(5) Let your website establish your credibility without selling. You can accomplish this goal with articles, blog posts, and background information. Depending on your practice area, you might consider an electronic newsletter, sent monthly or more often.
(6) Video can add considerable impact to your website, if used correctly. Copywriters often get involved in writing a video script. Keep your video short: 1.5 minutes will seem long when someone listens.
(7) Choose photos carefully. Supplement formal head shots with action poses, such as meeting with clients or giving a talk to an audience.
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