In today’s digital age, having a well-designed and informative website is critical for any law firm or lawyer looking to attract new clients. Your website serves as a virtual representation of your practice and plays a significant role in establishing your online presence. One of the key aspects of a successful lawyer website is the lawyer website content it offers. We will discuss helpful elements you should include in your lawyer website content to introduce your firm to potential clients and engage them.
1. Practice Areas and Heritage
Lawyer website content should clearly explain the services your firm offers and the practice areas you work in. Defining practice areas by providing detailed descriptions of what the practice areas cover will ensure that potential clients understand what to expect from your firm.
You can make it easier for visitors to decide if what your practice has to offer fits their needs. You should include case study information to demonstrate your firm’s track record. For example, a personal injury firm should include information about insurance carriers that have successfully fought against and received awards for clients from. This information can help to persuade visitors that you are the right firm to fight for their claim.
Historical information about the firm or the “story” of why and how the firm was started is valuable lawyer website content you should share. Include the firm’s mission statement and vision. This information can help potential clients to make decisions about the services. Showcasing the heritage of your practice establishes your firm as a serious member of the legal community. Heritage information can highlight the practice areas of the firm.
2. Attorney Information
Lawyer website content should include profiles listing each lawyer’s education, field of expertise, and some personal tidbits. Potential clients want to get to know the attorneys that will represent them. Putting a face to the name and providing information about each attorney who works at the firm will build trust with potential clients.
Establishing your estate planning law firm or other law firms as a leader in the industry starts with showing visitors to your website who they are working with. Sharing lawyer profiles with visitors adds an element of transparency that potential clients will appreciate. Sharing personal information about the lawyers that work for your firm will make potential clients feel more comfortable about working with your firm.
If your practice focuses on helping people with adoptions, it is important that people that visit your website find information about attorneys that work for the firm, and it includes information about past performances. Providing this lawyer website content will provide potential clients with information that they can use to make informed decisions.
3. Clear and Engaging Content
Lawyer website content should be informative and provide useful information. For example, if you practice bankruptcy law, then your website should include content that gives tips about bankruptcy. Providing “free” information about the law will help to establish your firm as an authority on legal issues. Engaging content provides the visitor with valuable information and entices them to learn more by contacting your law firm.
Including content on the latest industry news is also considered helpful content. Of course, for the content to deliver the message that you want it to deliver, it must be written of the layperson. Ideally, a person without any legal background should be able to easily interpret your website’s content and apply what they learned. Lawyer website content should not be written in legalese but instead in common everyday language.
Clear and engaging content will provide the user with information that they find useful. For example, family lawyers can build website pages about the various cases that are heard in family court. Pages can be dedicated to divorce, custody, and other matters that a potential client may be dealing with in family court.
4. FAQ Page
When potential clients navigate to your website, they come with many questions. Including an FAQ page in your lawyer’s website content can answer many of the common questions that potential clients have. An FAQ page can also be an easy way to reduce fielding calls and emails with the same questions. Frequently asked questions about a law firm and its services include things that pertain to fees and types of cases the firm can provide services for.
Addressing a visitor’s questions on the website can save you and the visitor time. Once the visitor has their basic questions answered, they can get down to hiring your firm. Transparency is always an important factor in establishing a client relationship. Answering potential questions on the website provides transparency that the potential client appreciates.
You can (and should) use your website to establish a relationship with potential clients. Consider your website the initial handshake with your clients. Providing as much information as possible and addressing common questions ensures that the first handshake is firm.
5. Share Pertinent Resources on Your Website
In the theme of lawyer website content being valuable and helpful, you should share relevant resource information on your website. For example, a criminal attorney may get many calls about how to secure a bail bond. Include a local bail bond agent’s contact information on your website. The visitor will appreciate the information, and your firm will be viewed as helpful. Helping a visitor find the resources they need can work to your advantage.
What are you passionate about? What do you wish more people knew about? For example, do you see a lot of clients that could benefit from drug rehab? Are you passionate about getting people help for drug abuse? Include that information on your website. If you are a lawyer who wants to be considered helpful, supportive, and an expert in the field, share information about resources.
You can even share information about other lawyers on your website. For example, you are a business lawyer and fight claims about contract breaches for software for fulfillment centers and other contract matters. You can provide information about local criminal attorneys, bankruptcy lawyers, and other attorneys that work outside your field. Sharing information resources will earn you some points with visitors.
6. Mention Added Value Services
What added value services does your firm offer that others don’t? For example, will you visit local emergency rooms to support accident victims? Include that in your website content. The added value services are your “hook”. That is how you get potential clients to take a closer look at your firm and decide if they can benefit from your services.
Including content about what makes your firm stand out from other firms is essential for lawyer website content. Added value is a huge selling point. The content about the added value services you offer should be written like all your content, it should be clear and concise in easy-to-understand language.
Don’t be afraid to outline why a client should pick your firm and what benefits they can gain from it. When working with your firm, give people clear information about what they can expect. It is also a good idea to provide information about the best way to contact your firm and how clients will be updated about their cases. It is important that you are honest in your offerings and in what your firm can deliver.
7. Client Testimonials
If you have happy clients, share their comments on the website. Lawyer website content should include client testimonials. About 60% of consumers report they will read reviews before they make a buying decision about services. Including positive client, testimonials can help visitors to decide about your services. Don’t hide good comments and messages in the safes; share them.
You must also recognize how important online reputations are. It is a good idea to share positive reviews and an equally good idea that you google your firm periodically to see your firm’s online reputation. Bad reviews are worse than not posting good review content.
Many law firms will work with a reputation management team to ensure their online reputation stays positive. Posting client testimonials on your website is an easy way to get the attention of visitors. People trust what past clients have to say. Share the testimonials and ask the client if they can be used as a reference.
8. Make Sure Your Sight is Mobile Friendly
More people than ever are using their mobile devices to access the internet and websites. It is essential that lawyer website content is responsive. Your content should look exactly the same across all devices. For example, if someone is using a smartphone to access your website, they should have the same experience as someone that is accessing the site using a desktop. Your content should be the same for everyone on every type of device.
According to Marketing Magic, you have about three seconds to get the attention of your website visitors. If the website is not functioning, if it is slow, if the content looks wonky, that visitor will navigate away within three seconds and go visit your competitor’s website. It is very important that your website is designed to be responsive.
Having engaging content that ticks off all the boxes does your firm no good if people are bouncing away because their experience is not what it should be. If you are working with an outdated website, it is very likely that people on mobile devices do not have the experience they should. It can impact your conversion rate, and you could lose clients.
9. A Call to Action (CTA)
Anyone who has researched lawyer website content has read about CTA and what it means. A call to action is a motivating statement posted in website content that encourages visitors to act. For example, “Don’t fight the insurance companies alone; call now”. The call to action should be compelling and provide the visitor with a few different options for contacting the law firm.
A CTA should include the phone number, the email address, and if there is a chat feature on the website, an invitation to take advantage of the chat feature. Giving visitors an opportunity to reach out to your firm can help you convert that visitors into clients. A CTA is a must for every website. The CTA should be incorporated throughout the website.
For example, at the end of every page, the CTA should be prominently displayed with all the contact information. Put the CTA on your resource page, information page, on each attorney’s profile page, the landing page, and every other page on your website. The CTA is one of the most important pieces of content to share on your website.
10. Community Content
If your law firm is active in the community, you should have content that reflects that. For example, if your firm sponsors a little league team, that information should be shared on your lawyer website content. If your firm volunteers for a specific organization include the content. Make your firm more human to visitors by sharing community content. Showing visitors that your firm cares about the community will make visitors feel more connected to the firm.
Videos and pictures of community outreach programs that your law firm is involved in will provide entertainment for visitors and educate them about your firm. Using video content is a powerful tool. People will take the time to watch a video before they take the time to read the content. Share information about the good deeds that your firm does, and you will increase your conversions.
Creating effective website content is essential for lawyers. Your lawyer website content should share your expertise, build trust, and attract potential clients. A website that is well managed and full of valuable content will give your firm the competitive advantage it needs to succeed. Learn more about the content that will drive traffic and earn conversions for your law firm today.