When a prospective client goes online to look for a lawyer, they’re usually looking for help with a single legal matter. One case, one problem, one issue.

Even if they have several issues, one issue is usually the most pressing and they search for a lawyer or firm who can help them with that problem.

They might be interested in hearing about your other services and solutions at some point, but right now, they want to know how you can help get out of jail, get a divorce, incorporate their business, collect a debt, plan their estate, or protect their intellectual property.

So, tell them about that.

Too often, lawyers don’t. They want prospective clients to know about everything they do, no doubt thinking this will impress them, or that the more services and solutions they show people, the more likely it is they will get hired (for something).

But that’s not the way clients search. Or ask for a referral.

Am I saying you should market each service separately? I am.

Because when you don’t, your message gets muddled, prospects get confused, and often continue their search for someone who is talking about solutions to their specific problem.

Marketing each of your services separately fosters clarity, builds trust, and allows you to appeal to the prospect’s emotions. You can talk about things your prospective clients are thinking about and experiencing, and use examples and success stories that show them how you have helped others with the same problem.

It also helps you appear to specialize, even if you don’t, and clients prefer lawyers who specialize.

You can also market all of your firm’s capabilities and offerings with another website and other marketing materials. But don’t make that your first or primary showing.

Show them what you can do to help them solve their problem, alleviate their pain, or get what they want and need right now.

Show them “what else” you do after they’ve hired you or are close to doing that.

More: The Attorney Marketing Formula