Marketing 101 for Attorneys: How to Create A Website That Sells

When it comes to running a law practice, many lawyers are under the mistaken belief that they want every client that comes in the door. Sure, there are ethical requirements, but outside of those rules, lawyers seem to believe that every case is a good case as long as the client is paying. Many attorneys shy away from strategic, focused marketing that will help them stand apart from the competition.

This is particularly evident when you look at legal websites. In an attempt to cast a wide net, legal websites float in a sea of sameness. The pictures of the attorneys may change, but everything else remains the same.

Instead of speaking to the needs of the ideal client, legal websites discuss practice areas, case briefs, firm history and attorney profiles to attract customers. While all of this information may be impressive to other lawyers, it doesn’t help bring clients in the door.

This is why it is so difficult for most people to choose an attorney.

Without any information about the ideals, values, and personality of the firm, potential clients must defer to friends and families for referrals. They ask around for the name of an attorney that a friend or family member used in the past, and then hope that attorney will be a right fit for them too.

If you want to stand out from the sea of sameness and create a website that intentionally attracts the type of clients you want, here’s what you should do.

Create An Ideal Client Avatar

An ideal client avatar is a fictional character that represents your ideal prospect. By describing this character in detail, including demographic and psychographic information, you will gain insight into the motivations, fears, desires, and beliefs that motivate a prospect’s buying decisions. This information will help you tailor your marketing and branding efforts for maximum client attraction. It will also help you determine the topics for your blog and expose any problems with your marketing message.

Pick Your Niche (Not A Practice Area)

A niche is a narrowly tailored segment of the population with similar characteristics to which you plan to market your services. When you focus your marketing efforts on this small but well-defined segment, you become the big fish in a small pond. Because you are speaking to the specific needs of this particular type of customer, you seem like you’re the only attorney out there that understands their needs. Therefore, in the minds of potential clients, you are best able to service them.

Remember that a practice area is not a niche. Many solos practice in several legal areas and think that by listing these areas on their website, they have picked a niche. They have not. A niche is not a practice area. It is a segment of the population.

For example, family law is a practice area, but a niche would be military dads. Ultimately, dads in the military might need legal assistance with family law issues, but they also might need help with real estate, immigration, and regulatory matters. By focusing on a niche, you are better able to determine which areas of the law your clients need most and how you should market those services.

Your About Page Is Not About You

Your About Page is not about you or the associates at your firm. It’s about the person that clicked on the link to see it.

Yes, you must demonstrate your expertise and introduce the firm, but you should dedicate the beginning of the page to the user. Talk about the problems you solve, why they should keep reading, and how you can help them. The user should leave your About page feeling like they finally found someone who understands — not like they just read a bunch of bios that have little meaning in their lives.

Courteous Service is Not a Core Differentiator

Your core differentiators are the unique capabilities of your firm. It’s something that your competitors do not provide and is the reason that many prospects choose your firm over others.

Unfortunately, most attorney websites provide no differentiation at all. They all say that they will give “individualized attention” to your file and will listen to the needs of each client. Some even go as far as saying that they will return your call in a timely matter. However, these actions are not core differentiators; they are the minimum actions any professional service provider should take to provide courteous service.

I know our profession isn’t known for courteous service, but that’s certainly not something to announce on your website. More importantly, every legal website uses that same language so there is no differentiation between you and another firm even if that is true. Instead, do some firm-wide soul searching, why are your attorneys the best choice for serving your niche? What makes you special? What makes you better than your competitor?

Stop It With The Stock Photos For Marketing Already

There has to be a way to visually represent your law firm that does not include stock photos of a courthouse, a judge’s gavel, or unnamed people in suits standing with their arms folded in a triangular formation. I’m not saying that those photos can’t be used. I’m saying that if you are going to use those images for your marketing, hire an excellent photographer and add some interest. Perhaps the photographer will shoot at a different angle or add some unique elements. Whatever you do, avoid these standard stock images at all costs.

If You’re Committed to Diversity, Your Staff Profiles Must Be Diverse

I can’t tell you how many attorney websites include whole paragraphs on their commitment to diversity, but when you browse their staff profiles, there is only one secretary of color in the entire firm. You can’t just say you are committed. You must demonstrate it. Otherwise, a prospect will see those claims as merely a ploy to get paid by a diverse clientele.  It’s lame and lacks integrity.  There are great professionals of color everywhere. If you are committed to diversity, it’s up to you to go out and find them.

What do you love (or hate) about attorney websites? Have any thoughts about how to they should change? Share your thoughts in the comments below.