What is the purpose of your website? What do you want it to accomplish for your law practice?
You might be surprised how many lawyers have trouble answering those questions. Or not. Maybe you aren’t sure yourself.
You probably hope it attracts new business. Perhaps make it easier to serve existing clients. At the very least it provides directions to your office.
The truth is, there’s no single right answer. The purpose of your website will depend on the nature of your practice, your ideal client, your geographic location and your short-term /long-term goals.
The important thing is to start asking yourself these questions – and coming up with answers that feel right to you – before you start spending money on the world’s greatest website.
Consider Getting a Website Tuneup
I work with lawyers on improving their marketing and messaging. Websites are a key part of the process – and often one of the biggest expenses.
Some lawyers are techies who love fiddling with coding and site construction. But most don’t have the interest, skills or time. They’re busy doing what they do best: handling cases and taking care of clients. Some haven’t even looked at their websites in weeks or months.
The good news is that getting better results from your website doesn’t have to be a big ordeal. You might not need an expensive rebuild. All you need is a Website Tuneup.
Just as you take your car in for regular service, a periodic tune-up can keep your site running smoothly. Here are five points for your tuneup checklist:
- Does your home page have curb appeal? Think of your website as an online storefront. Your home page is the front window display. It should be attractive and inviting to people passing by. It should also give them a clear idea of what they will find inside. How is your window decorated? Is the style traditional and formal, or modern and more casual? The images, text and colors should reinforce whatever impression you want to convey. Even font selection is important.
- Do your colors suit your message? Colors evoke specific emotional responses. There’s a reason most bank websites use schemes of red and blue. Red conveys strength, power and desire (= money!). Blue conveys trust, loyalty and stability. What message do you want to send? A consultant can guide you to the right choices.
- Use your “About Me” page to inform rather than to impress. Most online bios are little more than glorified resumes. Clients assume you’re qualified. Otherwise they wouldn’t be on your website. Your personal pages should give them a sense of who you are. Show how you are different than the other lawyers vying for their business – and how you are better positioned to help them. Tell them you build houses for Habitat for Humanity, which has given you new insights into real estate, community and service to others – all of which makes you a better lawyer.
- Lean into values. Don’t be shy about expressing what is important to you. Consider featuring your Core Values prominently on your site. Let prospects know you care about your employees, clients and communities – and that integrity and trust are more than mere words. Tell them you want to build relationships, not just a book of business.
- Use pictures. Each one is worth a thousand words. Avoid stock photos. Include pictures of your support team. Make your images clickable so the viewer can learn more.
A final point. Often I’ve found that law firms are too close to their own websites to see them objectively. This makes it even more important to take it into a mechanic for expert care.
So how can your website be tuned up?
Source: Your Law Life https://www.yourlawlife.com/