When developing websites for attorneys, following a few simple rules that can make all the difference between generic gobbledygook and compelling content which drives qualified prospective clients to your door.
Unfortunately, many websites for attorneys miss the mark because they fail to show what makes their firm different and better than the competition.
Using generic images, repetitive copycat text with no substance, and keyword stuffing undermines your firm’s reputation, fails to give visitors a reason to continue reading and results in high bounce rates and low conversions.
If you want to tweak an existing attorney site, or develop a new one that will bring in business, start by following these simple steps:
1. Develop a marketing message that clearly outlines the type of clients and cases you do your best work for, what the problems or issues are that you can help them to resolve, the benefits or results you get for your clients and what makes your firm different and better than the competition. When visitors come to your website this message should read loud and clear.
2. Develop separate pages for each of your main practice areas, with compelling copy that specifically describes the problems your clients experience, the solutions you provide and the benefits and results they will get as a result of working with your firm. The goal is to make your visitors understand that you know EXACTLY what they are going through.
3. Optimize for keywords around your copy, but don’t stuff too many into the text. It should flow naturally, not sound contrived.
4. Develop relevant title, description and keyword tags around your copy.
5. And make sure to invite visitors to contact you on each and every page.
When developing websites for attorneys, no BS is needed. Just compelling, specific, original content, based on your marketing message which lets visitors know very specifically that you can help them.
Susan Martin, Law firm management
