For us at LegalPPC, Inc., our New Year’s goal was to revamp our website into LegalPPC 2.0 (silver edition). Looks pretty snazzy, huh? Updating an entire website may seem like a daunting task, but adding that extra “oomph” to your website doesn’t have to be difficult and, in the end, the results are rewarding with a more inviting, fresh website that draws in visitors (and potential clients!).
In this two-part post, I’ll share some ideas on how you can spruce up your website for the New Year.
First off, let’s talk content. Whether you decide to completely gut your website’s content or make minor tweaks here and there, adding fresh content is the first step in engaging potential clients with you and your practice. If writing is not one of your strengths, any of the below suggestions can be conducted by a content marketing team. However, if you do choose to hire someone to write your copy, make sure that he/she is able to capture your goals and personality so that the content doesn’t read as something generic (otherwise you’d still be in the same predicament!).
Overhauling and starting anew
Do you use your content to lull yourself to sleep at night? Or, here’s a better question, when was the last time you even read your website’s content? If you have boring or outdated content, it may be time for a change. In any case, adding completely new content to your website is a sure way to give your website personality and keep yourself and your image current.
When rewriting the pages, consider the overall tone. Write as though you are talking to a client and not a search engine. While there are necessary components that need to be conveyed to the client, you don’t have to sound like a machine in order to deliver the message. Think informal, but informative. One approach would be to anticipate the questions that clients may bring up during a consultation:
- How do you work and manage cases?
- What do you have to offer your clients?
- How do you want your expertise to come across?
For example, if you pride yourself on the fact that you return client inquiries within 24 hours, that should be emphasized in your content to show that you are responsive and are considerate about your clients’ time and concerns. Or, you could make your content more personable by sharing why you chose to become a lawyer and enter your specific practice area. Both of these things give potential clients a different perspective into your firm and provide a conversational tone to the website.
Updating and adding to what you have
Maybe you’re pretty satisfied with your current content or the thought of overhauling all of your hard work makes you break out in hives. Including updated information on your site is an easy way to build more content and it shows that you are still alive (both in your practice and physically). I remember looking at an attorney’s site that wasn’t updated since 2011 – I wasn’t sure if we were supposed to sell him our services or send a condolence card.
These updates don’t have to be complicated, but they should have some substance to them (no fluff!):
- Does your law firm have recent winning results?
- Have you spoken at a conference or event?
- Have there been major changes to your law firm?
Another option for updating the website is by starting a legal blog for your site (helps you get in-tune with your creative side). This is a great way to provide useful information for your site’s visitors and show that you know a thing or two about your practice area.
Minimal changes – big results
There are three things that make my head explode: people cutting their nails on public transportation, excessively overcooked, mushy pasta, and typos on websites. You want people to understand your website’s content and not get tripped up by speeling erors spelling errors. Go through your website with a fine-toothed comb to see if there are typos, awkward phrasing, or anything else that looks out of place. Sometimes it helps to get another pair of eyes to read through the content to pick up things that you may have missed. Clean website copy only adds to your business’s credibility and demonstrates that you took the time to produce professional material.
Let’s get started!
Updating your website’s content is one of the easiest ways to improve your website, and your company will already be on a strong start for the new year. You don’t have to be a wordsmith to produce good content; just be open and honest about what you want your website to convey and the rest will follow. Stay tuned for the follow-up blog regarding updating your website’s overall design (this is where we get all tech-like).