Why does anyone visit a law firm’s website? Usually, it’s because they have a problem or a need they need help with solving, and think they will need an attorney to provide that help.   In other words: they need help!

So why do so many law firms have sites that look like they were built for other attorneys? There is too much legal jargon, intimidating off-putting photos or self-congratulatory puffery that does not speak at all to prospects and their pain.

Your website is your online office, a place that prospects and clients should be able to visit to get the information they need without having to wade through a bunch of nonessential stuff. Here are some things your online office needs to provide:

Answers to FAQs. If you have practiced law for more than a year, then you should be aware of what your clients want to know. Your site needs to have a robust Frequently Asked Questions area where people can come and learn about what they specifically want to know. 

For example, people involved in an accident want to know how much their case is worth. People who are in financial trouble want to know if they will lose their home if they file bankruptcy. People who are getting a divorce want to know who is entitled to what. And all people want to know how much your services cost.

Naturally, there are some questions you cannot answer without knowing more specifics about their case – but you still need to address it, cite some examples if applicable and let them know you will give them the best possible answer when you meet in person.

The legal process. Clients and prospects also want to know about the legal process – i.e., will they have to go to court? How often will they meet with you? What kind of information do you need from them about their case? Have your website educate them about the legal process in clear, layperson language.

Attorney profiles. Use the attorney profile page as a way to let prospects really get to know and engage with each lawyer in your firm. Don’t just put up a resume. Your goal is to humanize each attorney so clients and prospects feel comfortable revealing themselves to him or her. Add video. Always include a photo or two. 

Testimonials. Attorneys allowed to use third party testimonials on their websites need to be proactive in getting those client testimonials and posting them on a regular basis. People are more comfortable choosing an attorney who has good recommendations, even when they come from people they don’t know personally. 

Remember that your law firm website is not going to do a darn thing for you unless it does something for your prospects and clients.