The One Secret to Online Legal Marketing


Secret Laurel Hardy11 The One Secret to Online Legal MarketingToo many law firm web pages are designed like business cards or thick brochures. They often either have too little information (just a single page with the firm name and contact information) or are loaded with it (paragraph after paragraph listing specialties, experience, and biographical details). The designers of these sites think to themselves: “I want my clients to know this about me.” But this type of web design fails the single most important concept in online marketing.

The key to successful online legal marketing is this: Design your site for the action you want your readers to take.

If the goal of your site is to find clients (and I assume it is), then you should make sure that every design/navigation/content decision is based on accomplishing the goals of (1) drawing traffic from potential clients, (2) filtering out the potential clients you do not want, and (3) convincing the potential clients you do want to contact you. And you want to accomplish all of these things in a way that is simple, smooth and obvious to the people using the site.

One great resource for thinking about this is the book, “Don’t Make Me Think“.

You need to focus on eliminating the barriers to contacting you and including a direct call to action telling readers what you want them to do after finding your site. If your site clearly identifies who it is designed for, what you want those people to do, and how to do it, you should be able to convert readers into clients with ease.

(photo: raquelcamargo)

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  • Mike DeLuca

    Aaron, great post. One point that is important to mention is that having a website geared to acquiring new business without a mechanism to drive traffic to it is the equivalent of putting a billboard in the middle of a forest! Deploying a strategy around SEM/SEO is essential if you want to actually see a return on your website investment. A good example of an effective marketing website is the one we did for Brea during the Yodle Challenge.


    • Aaron Street

      Agreed. Any website without viewers is pointless. In addition to search engines, social media and offline marketing are also effective methods of bringing prospects to your site.

  • Lisha Fabris

    Aaron — nice, basic point. Of course, we want our customer to know what to do when they visit our website and to have an easy way to get in touch with us. Even better is to be sure your website is always fresh — nothing is worse than having a customer visit your site and it’s out of date with old photos or information. And Mike’s points to deploy a strategy to drive traffic TO your site — even better. What’s the point of having a website if no one can find it.

    Having a nice website is the theme we hear often in seminars focused on teaching attorneys how to market their firm online. A website is not enough.

  • Thomas Gallagher

    I agree. One reaction I have to this, good and true point is “Yes, but… easier said than done.” I have two main sites, one clean call-to-action, more SEO landing-page site; and another more content rich, that is an attempt to serve both masters – in part by having numerous pages. Some pages are more like a public service, that hopefully pulls in some traffic, builds credibility. Other pages are short, clean, calls to action. The goal is clear. The exeuction is a work in progress!