The Client-Centered Website
want to see.
What is the Client-Centered Website?
The Client-Centered Website is an approach described in our first book The Essential Attorney Handbook for Internet Marketing, Search Engine Optimization, and Website Development Management, and discussed further in our ABA Book – Internet Branding for Lawyers: Building the Client-Centered Website.
Unlike the “traditional” law firm website approach focused on firm and attorney accolades, the Client-Centered Website is focused foremost on one aspect – how the firm serves client needs.
The Client-Centered Website Succeeds Because it is Focused on How the Firm and its Attorneys Serve Clients
Client-Centered Website Elements
- Often attorney profiles are written at least in part using the first person voice to speak directly to prospective clients about how he or she will serve them.
- Practice area pages describe the services that prospective clients seek, rather than consisting of a bullet-point list of legal practices.
- For firms that serve business, client industry sections and representative matters are included that connect the attorney’s experience with client needs being sought.
- The Website is characterized by strong messages and images emphasizing client service.
- Key messages are promoted that speak to the needs of clients and differentiate the firm from its competitors,
- Website content that clearly explains the firm’s legal practices and how the firm fulfills client needs, and
- An effective call to action for converting website visitors into firm clients.
Why the Traditional Law Firm Approach
is Not Optimal
Many law firm websites are well-written and aesthetically pleasing but fail to deliver clients because they are not centered on client needs. Instead, websites often consist of a collection of attorney profiles and practice descriptions.
The Biggest Client Concerns are How You Will Serve Them, Experience, and Fees.
The traditional law firm approach seeks to develop clients around detailed text emphasizing educational accomplishments, speaking engagements, lawyer publications, and other matters that often matter little to potential clients.
While providing this type of information is helpful, the primary focus should be on explaining how client needs are met, and focusing on providing the information that is of the most concern to them.
Prospective Clients Want to Know How a Firm will Serve Their Needs
The Client-Centered Website seeks to develop clients through an entirely different approach – by clearly communicating how the firm and its attorneys serve clients.
Business attorneys do more than draft contracts. Often, at the formation of a new business, they consult with clients about the best legal entity form based upon a variety of factors, they advise on actions that can be take to protect business interests, and they discuss items such as buy-sell agreements that could minimize potential future problems. They also help identify potential issues early, so that clients can take proactive action to minimize litigation or other adverse situations.
Litigators develop strategies around client goals; often those designed to reach an acceptable resolution early in a matter. Personal injury lawyers often assist clients with insurance matters related to their case, as well as retaining accident investigators and experts to help prove fault, physicians and healthcare experts to document the scope of injury, and specialists to opine on aspects such as long-term injury consequences.
Clients often do not understand the full scope of the services that are provided by attorneys. The most that you tell them about how you will serve their needs and interests, the more likely it is your firm will be retained.
For More Information About the Client-Centered Website,
See Our ABA Book or Call Us
Client Review
Esquire Interactive did a great job of creating our firm’s website. They took the time and effort to come up with a very professional product that was tailored just for us. We were very pleased with the end result.
5 Star Review – Dianne Lawter
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