Evergreen content is the meat of law firm websites. It’s the content that remains consistent and consistently relevant for your potential clients for a long time.

However, some attorneys either lack the necessary pages that help to drive business, or, if they do have them, they’re not written in a way that engages potential clients. When you think about your law firm’s website content, it can be divided into two kinds of categories. The first category is pages about you and about your firm; the second is pages about your potential clients and the problem or case they’re facing.

About You & Your Firm: 5 Pages Law Firm Websites Need

In today’s blog post, we’ll cover the five pages in the first category that create successful law firm websites. These pages include:

  • About your firm
  • Attorney bio (or bios)
  • Office location(s)
  • Recommendations
  • Case results, deal flows, etc.

How To Write About Your Firm

Here at LawLytics, we often see pages about law firms that are quite traditional — sometimes this page is just a list of facts about the law firm. While those facts may all be true, they don’t do much to engage potential clients who are trying to get a feel for your law firm and potentially decide between you and a competitor.

So when you’ve decided it’s time to write or update your “About Our Firm” page, consider things such as the point of view you’ll write from. There are reasons to choose first-person and there are reasons to choose third-person perspective, but it should be a conscious decision, because there are benefits and drawbacks to each. To learn more about those considerations, check out my blog about which point of view attorneys should use on their law firm’s website.

Be sure that what you write on this page sets you apart from your competition and defines your USP, or “Unique Selling Proposition.” What makes you different from your competitors? What unique benefit does a potential client get from choosing your firm over another? Read your copy and decide whether what you’ve written really gives prospective clients and referral sources a picture of what your firm is all about.

How To Write A Great Attorney Bio

Attorney bios are one of the most visited pages on a law firm website and can act as a powerful business generator. But, to do that, they have to be written the right way. But one thing that often occurs with attorney bios is a similar thing that happens with the “About The Firm” pages: a long list of facts, usually educational history, accolades and awards, but little context.

The trick to writing an attorney bio that drives business to your firm is to talk about your accomplishments in the context of what they might mean to your potential clients rather than talking about your accomplishments in the way you might to another attorney.

To learn how to write a great attorney bio that will resonate with your potential clients, read the post, “5 Things That Make Better Attorney Bios.”

Do Attorneys Need An Office Location(s) Page?

Your potential clients (and clients) will need to know your office’s address and contact information. That’s a given.

But go above and beyond just the basics with an office location page. A good office location page can bring your office to life. Go the extra mile and give your potential clients that extra information: they need maps, they need to know if you have multiple locations. Do you have different attorneys at each location? Let them know exactly what they can expect.

Don’t forget about the relevant details. How does a potential client get to your office? Will they need their parking validated when they arrive? What about important landmarks? Is your office hard to find or on a small side street? Pictures and maps can be helpful here, too. (LawLytics adds dynamic maps for you automatically.)

When you provide this extra information, you make an impression on your potential client that you care about going above and beyond for them and that you want it to be as easy as possible for them to get what they need.

Displaying Recommendations That Attract Clients

One great way to show your potential clients and referral sources that your firm can do a good job for them is to show that you’ve done a good job for others in the past. One way to do this is with a solid recommendations page. But don’t just let the recommendations speak for themselves. Give them some context.

Maybe you’re a personal injury attorney and a former client has written a nice recommendation. However, maybe it’s quite non-specific. It might read something like, “I was injured in a wreck and attorney John Smith did a great job for me, thank you so much!”

A recommendation like this one doesn’t give a potential new client an idea of what kind of work went into that former client’s outcome. Perhaps this person was badly injured and incredibly frustrated with the insurance companies, unable to work, worried about medical bills. Maybe there was a lot at stake. Give the recommendations some extra context to help a web visitor understand the struggle this former client faced and how you gave them peace of mind and an outcome that ultimately led them to give you a stellar recommendation.

How To Write Better Law Firm Case Results

The trick to writing case results that turn web visitors into your potential clients is to understand why you’re writing them and who you’re writing them for. When you know the purpose that your case results serve, and you know who your audience is, you’ll write compelling stories that drive potential clients to reach out to you.

What we often see are attorney case results that list one or two line summaries. To an attorney, this may have some meaning, but your potential clients will need some context and a story that they can relate to. To learn how to write better case results, read this case results blog, or check out our free, on-demand Case Results Clinic.

Get A Thriving Law Firm Website In 2017

In my next blog post, I’ll discuss four more pages that will engage your potential clients, answer their questions, and encourage them to connect with your firm.

If you’re ready for 2017 to be the year that your law firm website takes off, make sure you start with a solid foundation and know what works for law firms online. Sign up for our free, practice area specific webinars or schedule a call with LawLytics.