Is Your Law Firm’s Website Approachable to Everyone?

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:

• Client interviews. If you’ve represented diverse clients in the past and won, consider reaching out to them to see if they would participate in a Q&A for your blog. Of course, maintain their wishes for confidentiality, but provide readers with information the client is comfortable sharing. Readers who relate to the client can hear their perspective and will begin to see how you could fit into their legal team.
• Incorporate activism. There are pros and cons to incorporating activism into your firm’s blog. The choice of whether to take a stand on an activism issue publicly is a decision that is ultimately up to you and your firm. Pros of incorporating activism into your law firm’s blog posts include increased publicity, community engagement, and trust. If a potential client is passionate about a specific topic you write about, they may be inclined to seek your services, knowing you have the same stance.
• Discuss diversity in legal cases. There are many factors that lead to the outcome of a legal case. In some instances, race, religion, gender, or sexuality are some of those factors. Consider writing blog posts that discuss how one’s diversity has impacted a trial or sentencing in the past, whether through obvious discrimination or unconscious bias.
• Seasonal content. Seasonal content is another useful way to drive traffic to your website throughout the year. It is also a way to diversify your content by creating posts related to specific holidays, traditions, or geographically cultural events as they relate to legal matters. For instance, consider the demographics of your area and research cultural celebrations that may be happening throughout the year. You could write about the importance of representation in DUI cases after participating in a Pride Festival or Music Festival in your area. If your area is frequently impacted by extreme weather, you could discuss how attorneys can be beneficial when insurance denies claims after your home is damaged in a storm.
• Highlight past cases. If you represented a client in a case related to diversity, such as discrimination in the workplace, consider sharing that story in a blog post. Highlight how you and your firm worked to get the client the justice they deserved and how you could help potential clients facing discrimination. Discuss the types of actions that could be considered discrimination so readers can determine if they may have a case on their hands.

Guest Bloggers

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.