Prospective clients visit an attorney’s web site to get information. They want to know what you can do for them and how they will be better off as a result. If you’ve done a good job with your web site, they will learn enough to either make a decision to hire you or to take the next step, e.g., call for an appointment, opt into your list, or contact you with questions.

Often, visitors have questions but don’t contact you for answers. They may be intimidated by speaking to an attorney or afraid you will pressure them. A page of frequently asked questions and, of course, your cogent answers, can get more visitors to take the next step.

A FAQ page also allows you to sell yourself without appearing to do so because you’re “just answering questions”. Your answers can demonstrate your experience, your patience, and your personality. They can show that you are thorough and professional and give readers a sense of what it would be like working with you. Ultimately, they can show why the reader should choose you instead of any other attorney.

I encourage you to create a FAQ page for your web site. Alternatively, you can incorporate FAQ’s into your “About” page. Your FAQ’s can also be used in a brochure or handout.

Ask your staff to help you brainstorm. What do prospects and new clients always ask you? What do you think they would want to know but may not ask?

I recommend starting with the following:

• Practice areas (by name, i.e., estate planning, and features (documents you prepare), and benefits (what happens when you do it, what they get, i.e., protect their family, help them make better decisions)
• Legal/procedure (what are my rights, what are my options, what are the risks, what’s the first step?)
• Why you/your firm (why you are different, better)
• General (office hours, directions, parking, appointments, payment options)
• First appointment (what to bring, what will happen, what is expected of them, what they get from you)

Add a call to action to your FAQ page, directing the visitor to “Call for an Appointment” or “Subscribe to Our Newsletter”.

A FAQ page is also helpful for current and former clients, as well as referrals sources. An attorney in New York may be looking for an attorney in California. Keep this in mind as you create your page.

Once your page is live on your site, ask your clients directly or via a web poll if there is anything that is unclear and if there is anything you should add. And ask your staff to make a note of any questions clients and prospects routinely ask and add these to the page.

Your FAQ page will evolve over time, and eventually could turn out to be one of your most effective marketing tools.