Legal issues are heavy, serious, and personal. Meet your client face to face on your website.
When visitors land on your website looking for your help, they need to know who you are right away. We need to instill trust and reputation almost instantly in order to get them to keep browsing and see your services, history, etc. But first we just need to get them to stay.
Your home page should have a photo of the lawyer(s) in your firm or practice, with a simple subtitle explaining who is who. A photo of the physical location, ie a picture of the building from the street, will help to establish location and trust. You’re a part of their neighborhood, you’re a real person, you can probably help them. That’s the message we want to send in seconds.
Besides these two key photos, the text on your home page should be short and sweet. Reach out to the client, make it personal. Cold, stale and overused copy will be ignored. You don’t need to tell your life story, on the contrary, you need to be short, concise, original and to the point.
Whatever distinguishes your practice, make it known right away. If it takes you more than 300 words, you’ve already said too much, or maybe you need to sit down and distill your law firm’s character then try writing again.
Reach out to these visitors. You’re their friend, you’re going to help them resolve the issues that can be hard to get their head around, and make sure it all ends correctly.
Now that you’ve got their attention and tentative trust, tell them what to look at next, whether that’s your track record, your history, or whatever you deem most important according to your practice and your business style.
But first, you’ve got to be personal and establish a sense of trust and belonging.
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