As a general rule, people don't visit the websites of law firms because they want to be entertained, or because they're bored and have nothing better to do. What impels their search is the need for information, either because they have had an accident, have been arrested for a crime, or have been sued by another party.

The brain of this individual is a seething cauldron of questions—How much am I on the hook for? Will I have to go to jail? Am I entitled to damages for my injuries?—and what he wants first and foremost is answers.

If this person happens to click on your law firm's website, how long he stays, and whether or not he clicks through to additional pages will depend on how quickly, clearly, and efficiently you deliver the answers to his questions.

Boring spiels along the lines of “Our firm has a long history of service, and consider ourselves valued members of our community, blah blah blah” will irritate rather than engage this visitor. Instead, you should meet his concerns head-on by presenting your practice as a practical solution to his problem.

Some sample headlines that will prompt this potential client to click through and stay on your site:

  • “Who Will Pay My Bills?”
  • “Who Will Repair My Car?”
  • “What Kind of Doctor Should I See?”

At Great Legal Marketing, we know that the best lawyer websites are the ones that immediately address the concerns of potential clients—who have better things to worry about than your history of community service or your extended family. Questions? Call our legal marketing experts today at 888-791-2150 to learn more!

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