Beyond the FAQ: Building Client-Friendly Websites

March 29-31, 2012www.techshow.com

Beyond The FAQ: Building Client-Friendly Websites

PresentersPresentersSteve MatthewsSteve Matthews

Jeff LantzJeff Lantz

March 29-31, 2012March 29-31, 2012www.techshow.comwww.techshow.com

PRESENTED BY THE


Presentation Topics

• Client-Friendly Website – What content do clients want to see (and how can this best be presented)?

• Learn how multiple platforms can be used to deliver your firm’s messages


Traditional Website – Focused on Information

• Firm news, attorney profiles, practice areas descriptions

• Speaking engagements, papers published

• Education and awards

• What content should be promoted to get new legal work?


It’s All About Me (the Client)

• How will your firm help me with my legal matters?

• Do you have the experience and expertise required?

• Will your fees be reasonable (and within my budget)?

• Can I trust you?


Client-Centered Website – Focused on Resonation

• How your firm serves clients

• Content that has a direct bearing on their legal matter

• High Level Items – these are the items and information that clients want to see, and the ones used in making the hiring decision


Example - What Do Personal Injury Clients Care About?

• Past success

• Testimonials

• Personal attention

• Understanding of my

situation

• Trust


What Do Business Clients Want to See?

• Current and detailed evidence of competencies in legal areas needed

• You understand our business objectives

• You understand budgeting and fees


Identify the High Level Information for Your Clients

• Make a list – what information is High Level and what is non-High Level?

• Look at your website –

how well is the High

Level information

presented?


Elevate High Level Messages to Home Page

• High Level Items - Create messages that will resonate with clients around how you will serve them

• 5-15 seconds to

resonate

• Average website

visitor sees few pages


Speak to Clients Directly

• How would you speak to a prospective client in your office?– Don’t use passive, disembodied voice.– Example – “The Oak City Personal Injury Law Firm of XYZ

provides personal injury clients with zealous advocacy and injury representation concerning with or arising out of events which result in injuries caused by the willful misconduct and/or negligence of third parties.”


Better Way to Speak to Clients

“If you’ve been injured in an accident cause by someone else, we hire accident reconstructionists and experts to help prove your case, and we will work tirelessly to get you the compensation that

you deserve for your injuries.”


Practice Area Content

Bullet points are not the same as explaining how you will serve clients.

Bankruptcy example –

Our firm provides representation for:

•Chapter 7, 11 and 13 debtors

•Loan modifications and workouts


Is bankruptcy right for you? I know that you will have many questions about how bankruptcy might affect home ownership, ownership of your vehicles, college education savings, and many other assets.

Call me so that I can learn about your situation. I’ll explain your options and how the bankruptcy process works, and how creditors are required to stop calling you once a bankruptcy petition is filed.

Bankruptcy Example


Don’t Overlook Non-Legal Needs

• Criminal, divorce, child custody, bankruptcy, and similar matters are highly emotional– Create resonation with clients by showing

that you understand what they are going through

– Use images– Think magazine ad

March 29-31, 2012www.techshow.comMarch 29-31, 2012www.techshow.com

Part 2: Web Publishing Tactics

1. Rise of distributed publishing2. The value of single-topic domains

(Examples: Blogs, FAQs, Microsites, Portals)

3. Role of the firm website4. Survey of publishing tactics5. Legal web publishing models6. Tips for success


Distributed Publishing


Notable trend over the past 5-7 years: • Mass exodus of firm publishing off

the firm website.• Audiences are being isolated.


Distributed Publishing


Two destinations for law firm content:

• Third-party websites with established audiencesExamples: Magazines, Local News, Social Networks, Industry Publications

• Firm-owned websites targeted at an isolated group or audienceExamples: Blogs, FAQs, Microsites, Topical Portals


Value of single-subject websites


Google loves them. Why?

• Hyper-focused on a single-subject• Well defined audience demographics• Subject-connected domain name• Consistency


Role of the law firm website


Conveys the firm’s business proposition:• Experience & expertise • Introduces practice areas & lawyers• More… media relations, recruiting & community

involvement• Is commercial by nature

Not intended to be an “information hub” for any one audience!


Lawyer Blogs



Lawyer Blogs



FAQ Websites



FAQ Websites



Microsite & Topic Portals



Evolution of Publishing Models:


The Early Years: 1998-2005


Firm Website

Quoted in Magazine

Microsites

Listed in Legal

Directory

Listed in Yahoo

Directory, ODP

Quoted in Newspaper

Practice Group Blogs

Firm Blogs

Blogs Take Off: 2005 – 2009


Social Networks Era: 2010-present

Practice Group Blogs Social

Media

Newspaper Columnist

Magazine Blogger

Micro-sites

Content Marketin

g Networks

Firm Blogs

Firm Website

FAQ Sites

Quoted in Newspaper

Quoted in Magazine

Listed in Yahoo

Directory, ODP

Listed in Legal

Directory


• Be realistic about the firm’s capacity to maintain another website.

• Ownership! Always connect each new website to a practice area or lawyer.

• Prioritize new projects that reflect on the firm’s core services first.

• Watch for the first mover advantage. • Keep original commentary on your

websites. Not social media*. (* that doesn’t mean you shouldn’t use social media to get your message out!)

Tips for Success


Questions?

Jeff [email protected]

Steve [email protected]

Technology

Beyond the FAQ: Building Client-Friendly Websites