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Telling Your Story What every lawyer should know about website design.
Chelsey LambertVice President, Clients and Communication
Co-Chair, ABA GP Solo, Technology Green Team
312-667-1768 office
@ChelseyLambert | LinkedIn.com/in/ChelseyLambert
www.Smokeball.com
Communicating Your Story & Culture Through Your
Website
What Culture & Brand Really Mean
• Who you are.
• What you believe in.
• Why you started your business.
• Cultivating happiness for your employees, clients and yourself.
Your brand is your culture.
– Tony Hsieh
What is Your Mission?
Your Mission Statement• Why does your business exist?
• Who do you serve? (Your niche)
• Where are your clients?
• What service(s) do you provide?
• How do core values guide your team?
Defining Your Core Values• 3 – 5 Statements of
passion.
• Tied to your Mission Statement
• Actionable
• Part of daily life
• Behavioral Hiring Methods
Every interaction is a reflection of our culture.
CLIENTS
EMPLOYEES
PARTNERS
REFERRALS
Especially your website!
Law Firm Translation
VOICE: You & Your Brand • Who is your ideal client?
• What do they like?
• Where do they hangout?
• Age, gender, hobbies, line of work?
• The benefits of conversational writing
• The Firm & Attorney’s image should relate to the client. Be professional, but approachable.
The Internet Reader’s Mentality• Short attention span
• Looking for a solution to their worries, concerns or specific problem
• Respond well to pictures and video
• Doesn’t want to be sold to
• Looking for comfort and a common thread
Types of Website Content
1.Website 2.Blog 3.Social Media
1. Website Content
Common law firm website mistakes:
• Lack of focus
• Common images
• No team pictures
• Nothing unique to distinguish the firm
• Too wordy
• Poor navigation / section names
• Cluttered layout
• Lack of imagery about client’s situation
• Reads like a biography
Website ContentThe 2:20, 20:2 Rule
• What’s above the fold may be the first & last thing they see
• Keep content short
• Don’t clutter pages with text
• Use bulleted and numbered lists
• Use design & images to convey a clear message
• Headers – Should always include Phone & Email
• Give the reader a Call to Action on every page!
Short & Sweet FAQ’s
Short text with a
clear call to action
Short & Sweet FAQ’s
Rosen Law Firm
WebsiteOptimization
Find Keywords using Google Adwords
• Google Adwords Keyword Planner
• Requires a Google Account
• Does not require any advertising dollars
• Research your practice area before you write
Search for Keywords to include in content
Ad Group Ideas
Keyword Ideas
Filter & Sort
2. Blog Content
Blog Content – Creating digital assets• What’s the appropriate size of a post?
• 250 – 1000 words
• Using Keywords
• Check Google Keyword Planner for ideas
• Inviting feedback
• End your post with a question, or invite readers to share a similar experience
Write powerful headlinesBe Unique, Authentic & Engaging• Leave the title open ended
• Use numbers to preview lists
• Tie post back to relevant news or headlines
• Be compelling & interesting
• Use questions words: How, Why, What, etc.
Zeller Law – Small Business Law Blog
3. Social Media
Social Media Content • Facebook
• Images convert at 150% higher rate than text • Video rules the web
• Twitter • 140 Characters; Use a strong headline & link
• Linked In • Excerpt or paraphrase blog post including a link and preview image
Twitter examples:
Facebook examples:
Q & A
Chelsey LambertVice President, Clients and Communication
Co-Chair, ABA GP Solo, Technology Green Team
312-667-1768 office
847-702-2774 cell
www.Smokeball.com
