You Need to Know Your Users
While almost every law firm website includes a “practice areas” section, many law firms wonder what kind of content they should be covering on their practice area pages. Like any other portion of your website, if you want to increase traffic and convert users into potential clients, your practice area pages need to provide users with the information they are searching for. This means that you need to spend some time answering the following questions:
- Who are your users?
- What are your users most important problems?
- What are your users looking to learn when they visit your website?
Tailor Your Content to Meet the Needs of Your Users
Once you have a better understanding of who your users are and what they are searching for, you can begin the process of writing helpful content that meets their needs. If the majority of your users are unfamiliar with the legal system and are coming to your website to learn about the law in a specific area, you should focus on the types of problems and concerns that your users are struggling with.
For instance, if your firm offers criminal defense services, you may want to have separate practice area pages explaining how your firm can help a client defend against different types of criminal offenses. You may want to spend some time educating the reader about the law in each area and then turn to a discussion of the specific types of issues and cases that your firm handles. You may also want to include commonly asked questions about the law and the legal process on these pages or you may decide to have a separate FAQ section on your website. In either case, each practice area page and any FAQ pages, should anticipate the users’ questions and provide solutions to their problems.
Your practice area pages should also make the case as to why your firm is the best firm to handle the user’s legal matter. You should set forth your experience in the area and show the user what he or she has to gain by hiring your law firm. Because many of the people coming to your site may have never hired an attorney before, you need to be certain that your content will make potential clients feel comfortable and confident about hiring your firm.
Content for More Sophisticated Users
If your users are more sophisticated and well versed in the law, it makes little sense to devote a significant portion of your practice area pages to explaining the law and the legal process. Rather, you may want to use the pages in the practice area section to focus on your experience in the specific field and differentiate yourself from other law firms. Some topics you may want to consider addressing on each practice area page include:
- Types of clients and/or industries the attorneys in the practice area serve
- The scope of cases, transactions, deals, etc. the practice handles
- Why clients choose your firm for representation in this field
- Your firm’s experience level in this area of the law, including board certifications, specialized training, awards, memberships and other credentials
- Your philosophy in handling these types of legal matters
- How you work with your clients to address their legal problems and build their case
- Results or representative matters highlighting some of your firm’s recent cases or transactions in the specific practice area
Overall, your content goal should be to make yourself stand out from the competition by showing how your attorneys can leverage their skills, experience and resources to successfully resolve your users’ legal problems.
See our new article about How to Write Dominant Content for your Practice Area.