There are three steps that a potential client takes to confirm you are the attorney who can help them solve their issue.
It is irrelevant whether you received a phone message at the office or an email from a visitor to your website.
Until you speak with the person, you don’t know how they found you or where they are searching for legal assistance.
That’s why it’s vital for your website’s content to address the visitor at each stage in their research about you among the various attorneys they will identify.
Let’s consider that the potential client is taking an active role in what I call The Confirmation Process.
In this model, the buyer wants to confirm that she has located the appropriate attorney, regardless of how she arrived at your website:
1. Perhaps they met you at an event, heard you speak on a panel or podcast, or read what you wrote in an article or newsletter
2. In some cases, they were referred to you by a mutual contact
3. Maybe they searched online for an attorney with a specific practice
Voila! They found your name and firm. The next step is for them to confirm:
- You are the person they heard about/saw/read about
- You are the attorney they seek/need because you have the skills to solve their legal problem
- You have the respect of your peers and your clients.
Let’s make sure your website actively confirms all three.
Are you the one they heard about?
Yes. Your photo clearly shows that you are the person they met or saw speak. If the prospective client talked with you at an event or attended your presentation, they may have spoken with you and even accepted your business card.
Speaker bios, podcast show notes, and articles usually include a photo. They may also feature the lawyer’s website URL, email address, and/or phone number to facilitate follow-up contact by the attendees, listeners, and readers.
Are you the attorney they seek/need, and do you have the skills to solve their problem?
Yes. Your website states your areas of practice and services. It further describes your education and notes the state(s) where you are licensed to practice law, as well as any certifications.
When you include case studies of client successes and newsletters, they amplify your proven skills. Listing the industries where you have experience, plus the names of your clients, establishes the depth of your knowledge in the field when permitted. You have your finger on the pulse of what is happening in the sector.
Do you have the respect of your peers and your clients?
Yes. Your published articles, workshops, and podcast appearances show that others in the sector value your insights. Quotes and mentions in news stories further support your authority. Additionally, your client testimonials prove you delivered on their mandate to you.
Take the time to review your website in comparison with the Confirmation Process.
- current photo
- list of practice areas
- services
- education
- license to practice law in ____ state (and certification)
- case studies
- newsletters
- industries
- client names (where permitted)
- publications
- workshops
- podcast appearances
Compose additional text and materials where your website is currently deficient.
Then, perform a second review.
Finally, compare your LinkedIn profile and ensure it, too, follows the confirmation approach.
Congratulations! Your website and LinkedIn profile confirm your identity, experience, and skills and show the respect of your peers and appreciation of your clients.