Your Firm Website: Is it for You or Your Clients?
When I speak at firm retreats, I frequently show excerpts from the “About” page of the firm for whom I am speaking and two competitors. I then ask the lawyers to identify which website is theirs. Routinely, only about 50% of the lawyers in the audience know which website is their own.
Why? Most law firm websites are alike and are focused more on selling the firm than helping the firm’s clients. Most law firms claim to be “innovative,” or “creative.” They provide “solutions.” They are “full service” firms and represent a diverse group of large and small clients on a “wide range of matters.” They all have lawyers with a vast amount of experience, a great work ethic and are noted for their integrity.
Look at the “About” page on your law firm website. Does any of the above look familiar? Does your firm “About” page also talk about your firm’s history? How many hits are you getting on that page? I doubt many because your potential clients really do not care about your firm's history. Does your webpage focus on what your lawyers do? If that is the main focus you are not reaching your potential clients because for the most part, they do not care about your firm's services. They care about themselves and their problems, opportunities and changes and will only pay attention if the services you provide specifically address those issues.
David Meerman Scott has written a book titled: The New Rules of Marketing and PR
So what is the lesson for you? Instead of claiming to be innovative or creative, demonstrate it on your website. There is an expression I like: "Sell by doing, not by telling." Create content your clients and potential clients will find valuable. Make it as easy as possible for them to get it and easy to share it.
Your firm likely has several client personas. Some clients are large businesses, some are small businesses and others are not businesses. Some client representatives are busy CEOs, others are busy in-house lawyers. Suppose for a moment that a one person in-house general counsel for a family owned business comes to your website. What would he or she find valuable there? What would give him or her an idea about what it will be like working with your lawyers?
