Your law firm’s website is often the first impression people will get of your practice. Just as if they were stepping into your office for the first time, you want a potential client’s first visit to your website to leave them feeling positive about your business. Websites that are difficult to navigate, lack information, or are unapproachable can give a bad impression and cause potential clients to write you off as an option as they seek representation.
In addition to making sure your firm’s website is visually appealing and easy to navigate, it should also be approachable to a vast array of people. You don’t want all the hard work you’ve put into search engine optimization (SEO) strategies to go to waste by having potential clients leave your website when they feel they aren’t part of your intended audience. It is important to consider the wide variety of backgrounds of the people who might be visiting your website and seeking legal representation.
Here are some strategies you can use to make your website approachable to everyone.
Vary Your Blog Topics
Having an up-to-date blog is a great way to drive traffic to your website and diversify your content. Blogs can show clients you are knowledgeable and qualified to provide counsel in a variety of legal areas. Quality blog content can also let potential clients get to know your firm’s values. There are many ways to diversify your blog content to appeal to a wide variety of potential clients:
In addition to diversifying the content on your blog to cater to different audiences, you can also post blogs written by diverse guest authors. Potential clients may be pleased to see guest posts written by experts who are like them somehow if they are not finding you and your partners relatable. This could be a female attorney if your firm comprises male lawyers, a black attorney if your firm comprises white lawyers, or the perspective of an older attorney if your firm comprises younger professionals.
Write for Your Audience
Consider who will be reading your blog and use language the average person can understand. It is important to write professionally and demonstrate your knowledge, but potential clients should be able to understand your blog without much further research. Avoid legal jargon and explain any terms that might be unknown to the average person. Some of your clients may not have graduated high school, while some may have professional degrees. Write for your potential clients — not your colleagues.
Embrace Diversity When Building Your Team
As clients peruse your website, they will likely find photos of you and your team. Some clients may feel it is important to be supported by attorneys who have team members who share their race or gender. Keep this in mind when choosing partners and hiring staff. The ability of staff to bring diverse perspectives to your case can improve problem-solving and allows you to better serve a diverse client base.
Don’t Alienate Potential Clients
Including a blog on your law firm’s website is an excellent way to increase traffic to your page. Make sure to diversify your content so it speaks to a wide variety of specific clients rather than keeping things general or only tailoring your content to certain groups of people. Unlock your firm’s potential and increase potential clients’ interest in your firm by including guest authors, diversifying your team, and varying blog topics.
Digital Marketing Specialists Can Help Your Firm
Your expertise is representing clients — not creating SEO-optimized content for your website. Outsource your work to a team that specializes in writing legal content and improving SEO for law firms. At RizeUp Media, we can increase the diverse content on your law firm’s blog so that it speaks to a wider audience. For more information on how we can help your firm, contact us online today.
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