It’s hard to overstate the importance of a website to a law firm. While it’s true that traditional marketing avenues, like the Yellow Pages and freeway billboards, still have value, they’re really no match for the power of Google. These days, it’s incredibly easy for a consumer to do a quick online search for local law firms—and when they do, you want to make sure that your firm is there to greet them, with a full array of features.
But what exactly should a good law firm website look like? To some extent, it functions as an online billboard; ultimately, it should make people want to pick up the phone and call you, or else head down to your physical office. It’s also necessary to convey professionalism, authority, and trust. Finally, a good law firm website communicates value and offers resources all on its own—perhaps through a law blog.
Making Improvements to Your Law Firm Website
As you think about improving your own law firm website, here are some key considerations to make.
1. Make thought leadership central. Remember that what you’re “selling” on your website is expertise—and if you want consumers to buy it, you need for them to trust you. Don’t hesitate to give away some basic legal insights or tips, whether in blog or video format. Put this thought leadership at the center of your site.
2. Highlight the quality of your service. Let potential clients know that you’ll treat them politely and compassionately, and that you’ll be prompt in showing their cases attention. Use Yelp or Google review links to underscore your service; if you don’t have any good ones, customer testimonials will do.
3. Prove that you know how to communicate with clients. This is where your blog will come in handy. As you compose entries for your blog, make sure you’re explaining legal terms in a way that is consumer-friendly and not too heady. Prove that you know how to talk to non-lawyers!
4. Emphasize your experience. Make sure to note either the individual years of experience your attorneys have, or else the combined years represented by your firm. Experience is a critical way to underscore credibility.
5. Show off your certifications. Be sure to include awards, accolades, or certifications your firm has earned along the way—still another great way to build a foundation of trust.
Don’t settle for a website that functions merely as an online placeholder; ensure that yours conveys real value and authority to your potential clients.