Crazy, isn’t it?
Law Firm websites are written by designers, technicians, SEO firms – almost anyone except a Lawyer Marketing Specialist. This is the fatal flaw.
Instead, websites should be written by a seasoned Lawyer Marketing Specialist – the same person who creates and directs the law firm’s marketing strategy.
Sadly, here’s what often happens:
Law firms pay fees for someone to design their website. They pay technicians to write the program so the site functions properly. Then, they pay for search engine optimization. And then they pay ongoing fees so their website will continue to appear high in search engine results….
But what did the lawyers overlook? Words.
The most important part of a law firm website is words: Words that draw a prospective client into your site. Words that keep your prospect reading. Words that get your prospect excited. Words that motivate your prospect to act.
Use a jury trial as an analogy.
You wear a handsome suit, display confidence and use photographs and charts to help the jury see what happened. But nothing is more important than the words your witnesses say – and the words you use to describe and summarize your case for the jurors.
It’s the same on your website. Words are most important. Your website’s look draws attention to the words and creates the proper environment in which to present your words. But nothing takes the place of words.
Look through a website company’s portfolio. Law firm websites are usually colorful and eye-catching – sporting videos, testimonials, offers of free consultations, and more.
But what do the websites say to increase your credibility with a potential client? …to make a personal one- on-one connection with a prospective client? …to help your prospect understand his situation and the solutions you can provide?
My advice: Start with a veteran Lawyer Marketing Specialist who will design an effective, dignified Education-Based Marketing strategy – and write the words to carry it out. Then bring in artists and technicians to design and build your site.
Approaching your website any other way makes no sense!