When someone arrives at your website, you want two things to happen.
First, you want them to give you their email address, so you can follow up with them since the odds are they won’t call you on their first visit.
In fact, if your website does nothing else but capture the identity of visitors, it will have served its purpose.
Many people build profitable businesses with a simple landing page and an enticing offer. No other information, no address, no list of products or services, not even their name. That all comes later, via email.
I’m not saying this is what you should do. But if you wanted to, you could.
Assuming you have a more traditional website, that leads to the second goal. Achieving this second goal will make achieving the first goal much more likely.
Your second goal is to convince the visitor that they’ve found the right lawyer.
Can you do that on their first visit? To a great extent, you can. You can show visitors that you have the knowledge and experience to help them with their specific problem or aim.
Key word here is “specific”.
You convince someone, first-time visitor or otherwise, that the work you do, the problems you solve, the benefits you deliver, are exactly what they want and need.
The simplest way to do that is to show them you specialize.
You don’t do “everything,” like many lawyers; you’re not a Jack or Jill of all trades. You focus on providing solutions to the very problem they’re having, the problem that prompted them to come looking for an attorney.
Choose one practice area exclusively, or lead with one practice area and “hide” the others, in the footer of your site or on other pages.
Or on other websites.
When someone finds your website, you want them to see they’ve come to the right place. Show them that and they’ll want to learn more. Show them everything you do and you dilute the effect and may drive them to keep looking.
Clients prefer lawyers who specialize. The same way patients prefer doctors who do. The way you prefer to hire a lawyer who consults with lawyers on marketing, rather than a marketing generalist.
More: The Attorney Marketing Formula
