As you know, making a client look for a different lawyer can be good—or bad. It depends on why. And it works the same way for your website.
A smart website makes a case for you. It makes the client feel good about you. It also makes the wrong client self-select out.
But, a bad website can make the right client leave. It looks unpleasant or clunky. It’s poor with words or rich in frightening language. It makes the prospect feel stupid. It scares the client. Or, the worst possible transgression in an age of digital savvy, it makes the lawyer look out of touch.
Does your website represent you as you are? Does it make the right client feel like you’re the answer? Or does it represent you as someone you’re not and point to the exit?
Online competition is more fierce than ever. And this is not about chasing the dragon of Google SEO. Most clients are seeking you out via other means. Most often, it’s a referral. The next step is visiting your website. And if the website isn’t representing you as it should, what are the odds that the client is going to contact you?
Bottom line: your website is entering into a conversation the client is already having. Is it saying the right things? Does the website make the client want to know more about you and take appropriate action?
IT IS PRESENTED AS A TRUTH THAT "Without SEO, lawyers die." What if you defy this ostensible truth? In a business where referral is king, SEO is useful. It just isn't a silver bullet. Instead, be human. Be evocative. Be the best part of you. A search engine can't understand that. But your client can.
Blaine Parker writes good words for good lawyers. Learn more at Firm Appeal.