Law Firm Marketing: Three Things Business Clients Look for on Law Firm Websites
www.larrybodine.com -- If your website displays the three things that business clients look for, you'll get a lot more calls from clients that you want. Business development trainer Larry Bodine knows this for certain, because he's heard general counsel speak on panel discussions where they spelled out what they expect to find on law firm websites. The first thing they want to see is industry experience -- that you have knowledge of what's going on in their industry. The second thing they look for is representative clients -- do you represent small businesses or the Fortune 500? They want to see that you represent companies like them. Smart law firms will set out the kind of clients they desire to work for. The third, and most important, thing to put on a law firm website are case histories. The Jones Day website is a good example, becauase it is built around their case histories. Clients want to know whether you have ever settled a case or closed a transaction. Do not put up the case caption of litigation as a case history. Instead, display a newspaper-style headline, give a short description that names the client (with permission) and discuss the business issue they were facing. Clients don't want to see all of your legal activity, they want to see how your services solved their problem.
Filed Under: Law Firms
If you are seeking consumer clients, identify the type of problems you solve with legal services. Do some research and put up FAQ files that describe the problem, the postneitla cost of dealing with it, and your approach to solving it. Best of luck!
@jallenmorris1 Good point. If you are starting out, list the type of business that you would LIKE to represent. Do some research and write content for your website shows you are familiar with the industry. Start a few Google alerts to get news items about these businesses, and post short synopses of current events.
And what advice do you have for an attorney that is starting out? You seem to say that in order to get more clients via your website, you have to have existing clients. That’s not always true when you’re starting out.