One of the major disconnects in most legal advertising is a basic misunderstanding of what your prospective clients are looking for. Many attorneys assume that when a client arrives at your website, they view it as a multimedia résumé. They believe they’ll be hired based on their impressive credentials.
Here’s a big secret that isn’t really a secret at all: Prospective clients searching the web for legal representation aren’t personnel managers screening résumés. They don’t care if you graduated Yale with high honors or that you were captain of a high school debate team that took the regional championship in 1987. If your website presents any of the below as sell points, it’s time to re-examine the priorities of your website.
- Your education
- Your certifications
- How long you’ve been practicing
- How many branches your firm has
- Your unrelated achievements
- Prestigious cases you’ve won
- Your hobbies and interests
Some of this information should be available on your site, but confined to your bio page. Chances are, if you’re doing things right, you’re going to need less of it than you think.
Because? It’s not all about you.
If you’re a practicing lawyer with a website, the prospective client’s assumption is that you are qualified to do your job. They expect that you’ve graduated from law school, that you’ve passed the bar exam, and that you’re good at what you do. Testimonials from previous clients at best demonstrate your success in court. Your credentials will only mean something to a prospect once he’s already been hooked in by informative, helpful content everywhere else on your site.
It’s not all about you. It’s about your clients and what you can do for them.
Always remember that prospective clients are people in need.
They’re in a difficult situation. People looking for lawyers are upset, confused, and in need of answers. Sometimes they’ve lost a loved one or are facing a life-altering hardship. They’re looking for professional assistance from someone with the knowledge and expertise to guide them toward the best possible outcome for their case.
If you can distinguish yourself from your competitors by remembering their pain; if you can demonstrate your knowledge and expertise instead of simply bragging about it; and if you can sell yourself by not selling yourself, there’s a good chance you’ll win a client for life.
Great Legal Marketing can teach you how to put together a small law firm marketing strategy that puts your firm on the map. We provide great lawyer advertising ideas and much, much more. To speak with one of the experts, call (703) 591-9829 today.
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