What is the Client-Centered Website?
The Client-Centered Website Succeeds Because it is Focused on How the Firm and its Attorneys Serve Clients
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, client-centered website design is focused foremost on one aspect – how the firm serves client needs.
Client-Centered Website Design 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 the client’s needs.
- 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 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 taken 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 designed to reach an acceptable resolution early. Personal injury lawyers often assist clients with insurance matters related to their case, as well as retain 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 more that you tell them about how you will serve their needs and interests, the more likely it is your firm will be retained.
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What Our Clients Say
Jeff is the ultimate in integrity and expertise. In designing my firm site, Jeff was involved and advised me every step of the way. As an attorney and law practice tech consultant, I have learned a lot about how I will conduct myself in the future by working with Jeff and his team. The design is great, and the end result is fantastic.
Excellent services – always professional.
Great experience on their website and AdWords management. Very responsive.
I have been impressed with the work of Kelly and Jeff from the first call about setting up my online presence to now. They not only designed a great website that I continually receive compliments on but they have notified me of timely updates to improve my website and keep it safe. I recommend them without hesitation.
Jeff Lantz has been designing and hosting my website for ten years. I am very happy with the appearance and the content of my site. I would recommend Esquire Interactive to all my colleagues and other attorneys.