When selling professional services, generic solutions don’t work.
I knew that an attorney client of mine was having a website developed by a nationally known provider of legal information. I had gently warned her that this company was famous for it’s generic graphics and copy. But, a partner in my client’s firm had already signed a contract and put down the big bucks, so I gave her some advice and hoped for the best.
Several months later, while on a coaching call with my client, the website came up again. She admitted that I had warned her. Sure enough, they had received back the copy which had been written “expressly” for them. She was distraught and embarrassed at the thought of having this gobbeldygook represent her.
She sent me the file. Sure enough, the website copy was stuffed with keywords. It had little or nothing to do with the specific legal service they provide. It looked as though it had been lifted from any number of generic attorney websites that are out there in cyberspace. It had no voice, no character. Instead of showcasing her firm in the best possible light, it minimized them and made them look, well, just plain ordinary. A terrible thing for a firm that offers specialized services to high end, sophisticated clients.
Here’s what I’m doing to help:
1. We looked at the architecture of the site, and eliminated unnecessary pages, replacing them with pages that would give visitors a keen idea of exactly what types of legal services they provide and for whom.
2. We talked about what made the firm different and better than their competition. I’ve drafted new copy for the homepage that clearly illustrates their character, their integrity and their strengths. Now, we’re working on the services sections.
3. We’re focusing on their message and positioning their firm as the experts they are in their field.
4. And, we looked at the graphic design, and made improvements that would help to graphically represent the firm’s branding and appeal to their ideal clients.
If your lawyer website is too generic, and doesn’t represent your firm in the best possible way, or you want to build a website that will drive more of your ideal clients to your firm, give me a call at 718-499-2831 to learn more.
Susan Martin
