Of course you are good lawyer; you have years of experience and you've helped countless clients get the results they wanted. Your list of qualifications can fill a computer screen, but who cares? From your website to your office, it is not your experience, but the client experience that matters.

Do you have a law firm website? If you use smart lawyer marketing techniques to provide a positive client experience on your website, you can turn first-time visitors into return visitors and actual clients. How do you this?

Clients are looking for attorneys who are both knowledgeable and trustworthy. They want to feel that their problems are important. Listing your credentials shows that you have experience, but it doesn't show that you are trustworthy or that you care about the client. There are better ways to show your expertise.

Instead of emphasizing your qualifications, show that you understand what your client is going through and that you can empathize. Identify the client's problem and then discuss how you can help.

One way to do this is by providing free information. Offer your visitors a special report, eBook or newsletter. Post relevant articles on a regular basis. Keep the information interesting, informative, and free of errors. Go for a friendly, compassionate tone and avoid using legal jargon.

Remember, legal marketing is about more than turning web visitors into clients. If you treat current clients with the same care and consideration you offer to potential clients, they will be happy to refer their friends. For tips on how to do this, see our article, "Six Ways To Create A Positive Client Experience."

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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