The FAQs page on your website gets a lot of views because prospective clients want information about the law and about your services. They use your answers to those questions, and how you answer them, to decide to continue reading and take the next step towards hiring you.
Bottom line, FAQs (and your well-thought out answers) are good for business.
Some say you shouldn’t tell them too much because the more you tell them, the more questions you answer, the less likely they are to contact you (or hire you) because you’ve already given them the answers they seek.
And the more likely it is they’ll find something they don’t like and cross you off their list.
And never tell them how to “do it themself”. Answer some things they say, not everything, or they won’t need you.
I say it’s just the opposite. The more you tell them, the more you sell them.
The more value you give them, the more likely they are to see the value of working with you. “If she gives away this much free information, she must have much more information (and help) available for paying clients.”
You sell legal services; you’re not in the information selling business. So give them lots of information. As you educate them, you show them the scope and depth of your knowledge and experience, and upir generosity in giving away all that information. They’ll still need to (and want to) talk to you (and hire you) for advice and help with their specific situation.
One way to do this is to add “SAQs” to your FAQs. Questions they should ask but usually don’t.
Not only will they get more information they need to know, you’ll prompt them to identify other issues and questions they didn’t know they need to ask. And thus, identify more reasons they need to hire you.
As Steve Jobs said, “People don’t know what they want until you show it to them.” Clients don’t know what to ask until you until you tell them. So tell them.
Do that and you won’t need to tell them why you’re better. They’ll know.
