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When law firms create a website for their business, it is common to highlight their expertise and skills. However, sometimes it can be a barrier to attracting potential customers. Clients are not always interested in the detailed knowledge of lawyers, but rather in how lawyers can help them solve their legal problems. In this article, we are going to discuss how to articulate a law firm website by focusing on the client and not on expertise.
Understanding customer needs
The first key to focusing on the client is understanding their needs and legal issues. Law firms need to be able to understand the questions clients are asking and offer solutions. Law firm websites should be designed to provide clients with the information they are looking for in a clear and accessible manner. It is also important to listen to customer feedback to continuously improve the quality of the information provided.
For example: A law firm that specializes in issues related to road accidents must therefore provide clear information on the steps to follow to obtain compensation in the event of a car accident. The pages may include explanations of the various steps in the process, the documents required to build a file, the deadlines for obtaining a response from the insurance company, etc.
Writing for the customer
The second important point is to write for the customer and not for yourself. Law firms should refrain from writing pages that only talk about their past successes, degrees, and certificates. Instead, they should write pages that directly answer customer questions and help them understand legal issues. Pages should be clear, accurate, and easy for non-experts to understand.
For example : A law firm that focuses on family issues can create a page called “How do divorce proceedings work?” which explains in a clear and accessible way the different steps of the process, the requirements for obtaining a divorce, the deadlines to be met, etc. This page should be written in simple language and without legal jargon.
Use concrete examples
Real-world examples are another effective way to focus on the customer. Law firms can use case studies to illustrate the results achieved for past clients, showing how legal issues were resolved and how that positively affected clients' lives. Testimonials from satisfied customers can also be included to give potential new customers an idea of the quality of services provided.
For example, the firm's website may include a page called “Successful Defense Cases” that highlights past cases where the firm has helped clients avoid a conviction or obtain a lighter sentence. These concrete examples give potential customers an idea of the quality of the services provided.
Be transparent
Finally, it is essential for law firms to be transparent. That means they need to be honest about the costs and fees associated with their services. Customers should be informed of the costs at the beginning of the business relationship. Law firms can also provide information on how long it takes to deal with legal issues and the various steps in the process. Transparency is essential to build a relationship of trust with customers.
In summary, to focus on the client over expertise, law firms need to understand the needs of clients, write for them using concrete examples, and be transparent. By doing this, law firms can build websites that promote them.
