You need more content on your law firm website to help convert visitors into clients. Your website needs to evolve and the content needs to get better over time. The new content on your website must improve your website.

Prospective clients won’t choose your firm because you have a nice website. They want to know that you are the right lawyers for them. So how do you show that? You need content that demonstrates your expertise and shows prospective clients that your firm can solve their legal problems. Here’s how to get just that.

Who is visiting your website?

There are two types of potential new clients visiting your law firm’s website. The first is the person who is referred to you for a specific reason. Say someone is referred to your firm for advice on a Binding Financial Agreement issue. What is the first thing they will do? Visit your website. Why? To see if you really can help with their Binding Financial Agreement issue. If you don’t have sufficient content on your website that proves to this visitor that you can do the work, it will work against you and they will leave and look for another firm.

The second type of visitor is the person who types their legal problem into a search engine and finds your website. They don’t know anything about you so they need proof that you are able to help them. If the webpage they land on just says that you are good at whatever they have searched for in a self-serving way, that’s not enough to entice people to contact you.

An example of a law firm website with self-serving statements such as references to our highly talented team and 30 years experience. This type of content won't convince visitors to stay.

An example of the self-serving content that won’t convince visitors to stay.

 

If visitors are going to make the leap from visiting your website to seeking your advice, they need something more compelling. Both types of visitor need content that assures them that your law firm is the one they need. And that’s the type of content you need if you’re going to convert leads into clients.

Converting visitors to clients

To convert website visitors into your firm’s clients, your website needs content showing that your law firm can solve their legal problems. It’s not enough to say that your lawyers are leaders in their field or that your firm communicates in plain language. Instead, you need to show it with your content.

You need regular articles on topics relevant to your areas of practice. The occasional article when there’s an interesting case won’t cut it. You need to have current content that shows you are active in the field and on top of your game.

Providing in depth and current topical information means that visitors will stay on your website because you’ve got the information they need. There’s no need to look anywhere else. Providing detailed information and analysis that demonstrates your expertise will also help convince visitors that you know what you’re talking about. And that gives them confidence to choose you as their lawyer.

Content on your law firm website that converts

As well as providing valuable content and showcasing your expertise, your website content needs to stay current if you want to convert leads into clients. An effective lead generating online presence is not a website that you give a cosmetic makeover to every three to five years and otherwise leave hanging in cyberspace like a glorified YellowPages ad while you get on with other things. Instead, an effective online presence needs to be continually fed, nurtured, refined and resourced, as outlined in your digital strategy and game plan. You can hardly expect people to believe you are up to date on the law if the last article published on your website is from two years ago.

Ideally, you need the time, energy, talent and resources to invest in creating quality content for your website. You also need to be updating it regularly. Try to establish a publication schedule and stick to it. Think about who else in your office can contribute. Identify more topics you can write about regularly that will highlight your expertise. If you need help with ideas or where to start, we can help. Or, if you’d rather use your time and energy on other things, let Lift Legal take care of your website by providing premium website content for your firm. If you’ve got questions, we’ve got answers. Ask us today.

About the author
Peter Heazlewood

Peter Heazlewood

Peter Heazlewood is a management and marketing consultant, he specialises in helping law firms develop their practices using business planning marketing and performance reporting techniques refined in his own successful law firm. Peter lives in Sydney with his wife and is the father of five adult children.
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