And then, they proceed to talk about the history of the firm.
No one…No one ever…is on your law firm’s website to learn more about your law firm.
No one cares that the firm’s been around for 100 years. (What happened in your law firm 50 years ago doesn’t matter to someone with a legal problem today.)
No one cares how many lawyers you have. (They’re only looking for 1 lawyer, the right lawyer to solve their legal problem.)
No one cares that # of lawyers in the firm are “Super Lawyers”. (Only other lawyers care about “Super Lawyer” status.)
The person who lands on your website in need of a lawyer cares about 1 thing, and 1 thing only:
THEIR LEGAL PROBLEM
The only thing they’re hoping to find when they’re on your website is a solution to their legal problem.
They don’t care about your firm. They only care about what you can do for them.
It’s not about who you are. It’s about what you do. And the faster you can show the prospect what you can do to solve their legal problem, without the history lesson, the better.