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5 Tips for Personalizing Your Law Firm Website & Getting More Clients


If you’re an attorney, you’re probably used to being in a competitive industry. The Internet is no exception. If one law firm website fails to impress or engage an online visitor, another site is always just a click away. With that being said, the last thing you want to do is have a cookie-cutter website for your law firm.

Instead, your site should grab your visitors’ attention, address their needs, and make them feel connected to you and your law firm. The more your visitors can personally identify with your site, the more likely they’ll be to stick around, learn about your practice, and possibly pick up the phone and call your firm.

Here are 5 tips for giving your website visitors a more personalized experience:

1. Use Content & Images That Specifically Speak to Your Target Audience (Your “Client Persona”)

Who should your website target? Anyone and everyone? Not exactly. If you create a website that is meant to please everyone, you’ll end up with a highly generic one that doesn’t really get anyone’s attention.

The key is to research your client base, create a “client persona” based on this research (representing your typical client), and plan your content, design, and images with this persona in mind. What images and call-to-action messages would be most moving to a parent fighting for child custody? What type of information would an injury victim who is worried about paying for medical bills most care about? Once you truly get inside the minds of your potential clients, you will then know how to best get and keep their attention. (You should note that you may have different personas for different areas of your practice.)

2. Give Your Website a Clear Voice

Choose the voice that is the best fit for your website and run with it. Are you a criminal defense trial attorney who is going for a competitive or aggressive tone? How about a family law attorney who wants to come across as compassionate? While different areas of your site may call for shifts in tone, you should know which overall sentiment you’re aiming for. Without a clear plan, your website could end up having no voice, which just makes you and your firm sound boring and distant.

3. Let Your Site Visitors Get to Know Your Attorneys

You may have a lot of great things to say about your law firm, but don’t forget to showcase the strengths of your individual attorneys as well. Potential clients want to know that they will be working with a lawyer who is experienced, qualified, and attentive.

For starters, you will definitely need comprehensive bios for each of your attorneys—bios that not only talk about their practice areas, experience, and professional achievements, but also why they are passionate about what they do. Be sure that each bio includes a professional, up-to-date photo that shows your attorneys as confident, but approachable. It’s also a good idea to include mentions of your lawyers’ most notable accomplishments in other parts of your website so they get more exposure.

4. Share the Stories of Real People with Client Testimonials

Want your web visitors to know why your law firm is the best choice? Let your clients do the talking. When you include testimonials, your site visitors get to hear the personal stories and recommendations of actual clients. This does two things: 1) adds credibility to your firm, and 2) gives visitors a glimpse of how your clients have been personally impacted by your legal services. You don’t just win cases—your change lives.

However, client testimonials will only work if visitors can tell that they are authentic. To help authenticate your testimonials, it’s best to include a name and photo with each testimonial (with your clients’ permission, of course). Or even better—use video testimonials. The more visitors can see and connect with the client, the more impactful the testimonial will be.

5. Perform A/B Testing to See What Your Visitors Like & Don’t Like

You can use A/B testing, or split testing, on various features of your website to get a better idea of what has the biggest impact on your online visitors. Here’s how A/B testing works: half of your visitors are shown one version of a webpage while the other half is shown a different version. You might test variations such as page designs, images, calls to action, form placement, etc. If you find that one version gets significantly more activity and conversions than the other, you can then update the page accordingly. Give your visitors what they want, and they may return the favor by showing greater interest in your site!

For more valuable tips from our legal marketing experts, download this free guide.