While you may think the content on your law firm’s website is not all that important because most people don’t take the time to read it, you need to realize what you write can go a long way in both attracting and turning off potential clients. If you want your site to do what it is supposed to do – reach and engage visitors – you should review your content to make sure you are not making some of the common mistakes discussed below.
- Trying to Target Everyone. One of the biggest website mistakes law firms make is trying to produce content for everyone. Even if you are a general practice firm, you still need to focus your content on your target audience – the people who are most likely to need and use your services. One of the easiest ways to define your target audience is to look to the characteristics of your current and past clients. While there are a variety of factors you may want to consider, you can start with some basic demographic information such as age, gender, income, educational level and geographic status. Once you develop a profile of your most likely clients you can produce content that speaks to their specific needs and demands.
- Telling Rather Than Showing. When you are writing about your firm it easy to fall into the trap of “telling” visitors you are a great law firm, rather than “showing” your visitors how you stand out from the competition. For instance, instead of just claiming that your attorneys are “well-respected, experienced lawyers,” give some specific examples that back up your statements. Let your readers know about your firm’s successes by including items such as case results, attorney awards, speaking engagements, leadership positions, board certifications and other specialized training. Case studies and client testimonials are also a great way to bring your skills and experience to life.
- Focusing on Your Firm Rather than Your Clients. People use the Internet to find answers to their questions. This means that while it is fine to include background information about your firm and your attorneys, you need to make sure that your website does far more than just advertise. The content on your website should focus on the needs of your visitors. By providing helpful information and resources that address pressing legal issues, you are far more likely to attract and convert visitors into clients.
- Using Confusing Legal Terms and Jargon. Nothing turns a visitor off to your site faster than long, boring content filled with legalese. If you want your visitors to read what you are writing, you need to use everyday language that people can understand and relate to. Remember, your visitors are trying to figure out if you are the right law firm for them – you need to come across as being a comfortable and welcoming group of people to work with.
- Using Long Paragraphs. Considering the hectic pace of life today, people do not have the time to read through long paragraphs of information to find what they are looking for. This means that the content on your site needs to be well-organized and easy to navigate. If you have substantial information to convey, you can easily break it up by using headers, bullet points and numbered lists. Incorporating visual images such as graphs, charts, and pictures are great ways to both draw attention to and help visitors better understand complex information and concepts.
- Failing to Keep Your Content Current. If you want your law firm to come across as being professional and credible, you need to make sure the content on your website is current and accurate. While it takes some effort, you should review your website on a regular basis to update and remove outdated information. If your site includes blog postings or articles, you should try to publish new content weekly, if not daily.
Writing quality website content that attracts and engages visitors is an ongoing process, requiring time and dedication. Whether you are starting from scratch or looking for some new ideas to help energize your law firm’s site, the Content Team at PaperStreet can help. Give us a call at: 954-523-2181.