It’s hard to over state the importance of a high-quality website.
Potential clients seek out legal services online every day. To bring in new clients and drive success, a strong web presence is critical. The foundation of this is your website. Through a strong family law firm website, you demonstrate authority and expertise.
A good law firm website that is designed to convert visitors into clients will feature a clean design, easy ways for people to access information, and a clear conversion path that people can follow to ultimately convert.
It’s critical to get the structural design of your website right. Your law firm website is the foundational piece of your online presence; your best opportunity to make a strong impression and increase your client base. It needs to be built to convert!
Today, the buying process almost always begins with online research. Whether it is goods or services, buyers know they can make the best-informed decisions by starting with a search. It’s true for choosing cars, pants, lawncare and, of course, divorce attorneys.
Your family law website will be one of the first places prospects visit to see if you are the right fit for their needs.
If you’re going to persuade prospects that you are the right firm for them, you’ll have to be conscious of several things, including the tone and style your site projects as well as the type of content you provide.
But before you design an exceptional website built to convert, you first need to understand your target demographic. Who are the visitors to your site? What are their main concerns and expectations? As an experienced lawyer in family law, you can probably identify this right off the bat, which will allow you to provide more of what visitors want and less of what they don’t.
This is a key starting point for all engagement on the internet.
This process will obviously vary depending on the type of client you want to attract. We recommend developing some client personas so you can really get into their head space.
DEFINE YOUR UNIQUE VALUE PROPOSITION
Once you know who you want to target, you need to establish how your firm will win them over by articulating your unique value proposition (UVP). A UVP identifies the real benefit you deliver to clients over other attorneys. It’s reflected in everything that your firm does online to attract clients, from the design of your website to the pieces of content you publish. It goes without saying that the UVP for a family law practice is entirely different from other types of law practices. But this will also vary from family lawyer to family lawyer.
Here is a simple two-step exercise we recommend to clients to help them frame their UVP:
Pinpoint how your services solve your clients’ concerns. Rather than fixating on what features your firm provides, focus in on the benefits you offer the end user.
Position your firm as the provider of this value. Using your website, position your firm as the provider of this unique value to clients. Articulate it and display it prominently on your homepage and throughout your site.
Here is an example of how to put this into practice: Carefully consider the images and graphics you post: Many family lawyers feature generic images related to the practice of law such as scales of justice, gavels, and courthouses on their website. Do you want to put forward the feeling of gravity and seriousness that these images represent? Is that your UVP?
Or is your UVP that of a compassionate and reassuring family law firm? If your client persona is someone looking for an empathetic lawyer who will be concerned with minimizing costs and stress, courthouses and gavels may not trigger the desired perception in the mind of your prospective client.
There is no one-size-fits-all solution for a properly structured law firm website. What works on a real estate lawyer will not necessarily be appropriate for a family law website; a personal injury lawyer website will be structured for very different outcomes from an estate law website. Firms within each legal vertical will have different demographics to satisfy and different brand images to project.
But being able to articulate your UVP will take you a long way to generating relevant content for the that differentiates your firm and piques the interest of your ideal clients.