Jonathan Fields once wrote that customers should never have to work to figure you out. They shouldn’t have to dig through your website or your marketing materials to know who you serve and what you do.
It should be clear from the moment a prospect lands on your website whether or not you are the right lawyer to solve their legal problem.
The truth is they simply won’t do any extra work.
You’re potential clients are busy. They’re in legal distress. The last thing they want to do is wade through your website trying to figure out whether or not they should pick up the phone and call you. They want answers and they want them now.
In fact, a prospective client will click away from your website if they can’t figure out what your deal is in less than 3 seconds. There are too many options out there for them to stick around and learn more about you.
What does this mean?
Stop using generic websites that scream, “I’m a lawyer. Do you see the scales of justice in my logo? How about my picture taken in front of a wall full of fancy looking books? I’m a lawyer!”
Your website needs to say, “I’m a lawyer, AND….”
- I’m a lawyer AND I’m happy to help you buy your new home…
- I’m a lawyer AND I help fathers win custody battles…
- I’m a lawyer AND I love prosecuting patents…
- I’m a lawyer AND I will kick that insurance company’s butt in court…
You probably shouldn’t talk about butt kicking your opponents on your website, but the point is you need to stop hiding the ball. Your website needs to scream what you do, not what you are.
Think about it from your prospects perspective. They’re thinking, “Why should I call you? Because you’re a lawyer or because you can solve my problem?” Why would you call?
No one wants to hire a lawyer. They simply want their legal problem to go away. You have to show prospects that you can make their legal problem go away.
How do you do that?
Be as specific as possible. Talk about the area of law you practice in and the type of clients you help. Talk about what you can do to help them on every page of your website.
And I mean every single page. You never know which page the client will land on first. It’s not enough to say that you’re a divorce lawyer on the Home page if the prospect’s first stop is the About Us page. Every page should tell the prospect or client what it is you can do to fix their legal problem.
If you want your phone to ring, show your clients that you’re a lawyer AND you want to help them.