Beyond the FAQ: Building Client-Friendly Websites


Published on

Slides from my presentation of "Beyond the FAQ: Building Client-Friendly Websites", co-presented with Jeff Lantz at the ABA TECHSHOW, March 29, 2012.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Beyond the FAQ: Building Client-Friendly Websites

  1. 1. March 29-31, 2012 www.techshow.comBeyond The FAQ: Building Client- Friendly Websites Presenters Steve Matthews Jeff Lantz PRESENTED BY THE March 29-31, 2012
  2. 2. Presentation Topics• Client-Friendly Website – What content do clients want to see (and how can this best be presented)?• Learn how multiple platforms can be used to deliver your firm’s messages March 29-31, 2012
  3. 3. Traditional Website – Focused on Information• Firm news, attorney profiles, practice areas descriptions• Speaking engagements, papers published• Education and awards• What content should be promoted to get new legal work? March 29-31, 2012
  4. 4. It’s All About Me (the Client)• How will your firm help me with my legal matters?• Do you have the experience and expertise required?• Will your fees be reasonable (and within my budget)?• Can I trust you? March 29-31, 2012
  5. 5. Client-Centered Website – Focused on Resonation • How your firm serves clients • Content that has a direct bearing on their legal matter • High Level Items – these are the items and information that clients want to see, and the ones used in making the hiring decision March 29-31, 2012
  6. 6. Example - What Do Personal Injury Clients Care About?• Past success• Testimonials• Personal attention• Understanding of my situation• Trust March 29-31, 2012
  7. 7. What Do Business Clients Want to See?• Current and detailed evidence of competencies in legal areas needed• You understand our business objectives• You understand budgeting and fees March 29-31, 2012
  8. 8. Identify the High Level Information for Your Clients• Make a list – what information is High Level and what is non-High Level?• Look at your website – how well is the High Level information presented? March 29-31, 2012
  9. 9. Elevate High Level Messages to Home Page• High Level Items - Create messages that will resonate with clients around how you will serve them• 5-15 seconds to resonate• Average website visitor sees few pages March 29-31, 2012
  10. 10. Speak to Clients Directly• How would you speak to a prospective client in your office? – Don’t use passive, disembodied voice. – Example – “The Oak City Personal Injury Law Firm of XYZ provides personal injury clients with zealous advocacy and injury representation concerning with or arising out of events which result in injuries caused by the willful misconduct and/or negligence of third parties.” March 29-31, 2012
  11. 11. Better Way to Speak to Clients“If you’ve been injured in an accident causeby someone else, we hire accidentreconstructionists and experts to help proveyour case, and we will work tirelessly to getyou the compensation thatyou deserve for your injuries.” March 29-31, 2012
  12. 12. Practice Area ContentBullet points are not the same asexplaining how you will serve clients.Bankruptcy example –Our firm provides representation for:•Chapter 7, 11 and 13 debtors•Loan modifications and workouts March 29-31, 2012
  13. 13. Bankruptcy ExampleIs bankruptcy right for you? I know that you will havemany questions about how bankruptcy might affect homeownership, ownership of your vehicles, collegeeducation savings, and many other assets.Call me so that I can learn about your situation. I’ll explainyour options and how the bankruptcy process works, andhow creditors are required to stop calling you once abankruptcy petition is filed. March 29-31, 2012
  14. 14. Don’t Overlook Non-Legal Needs• Criminal, divorce, child custody, bankruptcy, and similar matters are highly emotional – Create resonation with clients by showing that you understand what they are going through – Use images – Think magazine ad March 29-31, 2012
  15. 15. Part 2: Web Publishing Tactics• Rise of distributed publishing• The value of single-topic domains (Examples: Blogs, FAQs, Microsites, Portals)• Role of the firm website• Survey of publishing tactics• Legal web publishing models• Tips for success March 29-31, 2012
  16. 16. Distributed PublishingNotable trend over the past 5-7 years:• Mass exodus of firm publishing off the firm website.• Audiences are being isolated. March 29-31, 2012
  17. 17. Distributed PublishingTwo destinations for law firm content:• Third-party websites with established audiences Examples: Magazines, Local News, Social Networks, Industry Publications• Firm-owned websites targeted at an isolated group or audience Examples: Blogs, FAQs, Microsites, Topical Portals March 29-31, 2012
  18. 18. Value of single-subject websitesGoogle loves them. Why?• Hyper-focused on a single-subject• Well defined audience demographics• Subject-connected domain name• Consistency March 29-31, 2012
  19. 19. Role of the law firm websiteConveys the firm’s business proposition:• Experience & expertise• Introduces practice areas & lawyers• More… media relations, recruiting & community involvement• Is commercial by natureNot intended to be an “information hub” for any one audience! March 29-31, 2012
  20. 20. Lawyer Blogs March 29-31, 2012
  21. 21. Lawyer Blogs March 29-31, 2012
  22. 22. FAQ Websites March 29-31, 2012
  23. 23. FAQ Websites March 29-31, 2012
  24. 24. Microsite & Topic Portals March 29-31, 2012
  25. 25. Evolution of Publishing Models:The Early Years: 1998-2005 March 29-31, 2012
  26. 26. Quoted in Microsites MagazineFirm Blogs Blogs Take Off: 2005 – 2009 Firm Quoted in Newspaper Website Listed in Legal Directory Listed in Yahoo Directory, ODP Practice Group Blogs March 29-31, 2012
  27. 27. Social Networks Era: 2010-present Newspaper ColumnistContentMarketin Practice g Firm Group Blogs SocialNetworks Blogs Quoted in Magazine Media Quoted in Newspaper Firm Website Listed in Legal Directory Micro- sites Listed in Yahoo Directory, ODP Magazine FAQ Blogger Sites March 29-31, 2012
  28. 28. Tips for Success• Be realistic about the firm’s capacity to maintain another website.• Ownership! Always connect each new website to a practice area or lawyer.• Prioritize new projects that reflect on the firm’s core services first.• Watch for the first mover advantage.• Keep original commentary on your websites. Not social media*.(* that doesn’t mean you shouldn’t use social media to get your message out!) March 29-31, 2012
  29. 29. Questions?Jeff LantzJeff@EsquireInteractive.comSteve March 29-31, 2012