The one thing that all lawyers need, is to on their websites, isn’t great copy, isn’t terrific SEO, and it is not having the click to chat or video clips. It is more—simple than that!
The Lawyer Bio
The bio is the most important page on the legal website, and using your real name is crucial, potential clients want to know who you are.What makes you different than the next guy? Did you actually have a real job, or did you spend your life in school and go straight into law? Can non lawyers relate to you, or are you just an ego tripper?
Potential Clients Want to Know
The idea is to tell a story with your bio, where you attended law school, when did you go and what area of the law do you concentrate on. The large cases you have handled, and do you only practice personal injury or do you have a focus on another area of the law too.
Generally the potential client will want to know something about the attorney they may hire. This is the beginning of building a relationship of trust, and they want to make the best decision in their choice of a lawyer.
This is a story that needs to be interesting, something that will tell them how good you are at what you do. One that says yes, I am a real lawyer and this is how and why.
Tell a Good Story and Not Just Case Results
One of the most common things that attorneys do on their website is to have an example of cases they provided successful representation. This will have a name and then a six-figure settlement. Yes, its great to have this on your website, but what the potential client is looking for is to identify with the story. This means having a human side to this $300,000 judgment. This is something that will stay with the injured individual looking to hire a lawyer, and could be the difference in making the decision to call you or not.
Forget the name and figure, make the case human!
Jane W. came to me because she had been in a car collision, which took place at an intersection and the driver that struck her vehicle in the passenger side was traveling at approximately 70 mph. The result was Jane was unable to work for a month, and was in and out of the hospital. During this entire ordeal, she was afraid of losing her job, when employment is difficult to find, due to so much downsizing in companies like the one she worked. This combined with the injuries was a stressful situation for Jane and her family.
The other driver denied that it was their fault, and the defendant blamed weather conditions making the road slick. Yes, it was raining that day, which often does make the roads slick, but what I pointed out to the jury was whether the conditions were rainy or not, a driver should not be traveling through an intersection at around 70 mph. This puts everyone at the intersection in danger when a driver is that careless. The defendant went through a red light, and at that speed, he was not even considering stopping for the traffic signal. This argument and the evidence won Jane W. a jury award of $300,000
This puts a different light on a judgment amount and on the lawyer, whose website a potential client is looking at, since they have now become a person, not just all about a dollar figure. This can make all the difference to a prospective client; they can feel comfortable calling, since you have shared one of your cases with them. They can see that the case was argued like they would want their rights to be protected.
The other pages on a website are important, but none are as important as letting a potential client know you are a professional, how you got to be there, why and how you fight for your clients.
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