Your website is one of your most valuable assets for attracting clients.
But are you investing in it the right way?
After reviewing countless law firm websites, the conclusion is clear: most feel stale. They often feature walls of text, uninspiring stock images, and overused clichés.
Think about how many sites you've seen that include:
The justice scale
Gavels
Generic cityscapes
Walls of text created purely for SEO
Luckily, there are a few ways to freshen up your site without spending a lot of cash.
Are You Speaking to Potential Clients or Algorithms?
If your website is driving traffic but you're not seeing consultations on your calendar, it’s time to ask yourself: are you writing for your ideal client or trying to please an algorithm? If visitors can’t quickly grasp who you are and what sets you apart, they'll move on to the next firm. Balancing SEO with relevent, engaging messaging that's easy to understand is key.
People aren't robots and often make decisions based on their emotions. Mentioning emotional benefits alongside logical ones will go a long way.
Don't just list your services and awards—focus on how your clients will feel when they choose to work with you. Will they experience peace of mind? Freedom? A return to normalcy?
Bonus: One of the best ways to improve your SEO is to write a blog post once per week. We realize writing an engaging, quality post that often may not be realistic, so we recommend starting with one per month.
Stock Photos and Dated Headshots Aren't Helping You
It’s time to retire the generic stock photos and headshots from 10 years ago.
Invest in unique, high-quality images that reflect the personality of your firm. A professional photographer—or even a videographer—can work wonders in just half a day. In fact, we've seen unique imagery increase the amount of time someone spends on a site by 20%.
Your Photos and Visuals Should Resonate with Your Clients Desires
As a small business ourselves, we understand that a full photo shoot may not be realistic, and stock images may be necessary to add some visual appeal.
To stand out and catch people's attention, use visuals (and written messaging) that connect with your clients' desires and goals. For example:
If you're a defense attorney, clients are seeking freedom.
If you're an estate planning attorney, they're looking for peace of mind for their loved ones.
If you're a personal injury attorney, they want to reclaim their lives.
These are just examples—take time to research your client's specific needs and aspirations to create a website that's relevant to them.
Make It Easy to Book a Consultation
Convenience is key. Companies like Amazon are wildly successful because they make it fast and easy to take the next step.
You can do the same by integrating a scheduling tool like Calendly into your website.
This way, clients can book a consultation 24/7—without the hassle of calling during business hours, when they’re likely too busy or distracted to pick up the phone.
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