My Friday Rant: Your Law Firm's Website Copy Shouldn't Be About You

Gyi Tsakalakis
May 28, 2010

I see a common mistake made on countless law firm websites. All of the content on the site talks about the firm, the lawyers, their accomplishments, and what they do. You may say to yourself, isn't that the point of a law firm website? To talk to the consumers about what we do and who we are? The answer is yes and no. It's important that your potential clients understand what the firm does and who you are, but the way that message is delivered is important. Most firm sites I see talk about themselves, not about the clients. This is a fundamental mistake.

The Date Analogy

Have you ever been on a date or even just out with someone socially who talked about themselves the whole night? They didn't ask questions, they didn't engage in dialogue, they didn't try to understand you at all. They simply talked about themselves and how great they are. They told you about their job, their hobbies, their accomplishments, etc. Did you enjoy the conversation? Did you feel connected to this person at the end of the night? Chances are, I would guess, it was a frustrating experience.

The Way It Is

People like to talk about themselves. We are all self-interested beings, it is a part of our make-up. Even altruistic, giving acts make us feel good inside and because of this......there is something in it for us. Your potential clients are no different. It's not that they don't care about your skill sets and capabilities, it's just that they are more interested in how this helps solve their problems as opposed to how great it makes you. If you think about your website copy in these terms, it should take on a very different structure.

WIIFM (What's In It For Me)

When you are writing about your firm, your practice areas, and your accomplishments it needs to be framed in the context of how these things help solve your client's problems. What benefits does your past experience provide to them? How does your specialization in a niche area of practice benefit the client? Don't talk about why it makes you great. Communicate to the client why it makes you better able to service them. This is an extremely important distinction to make. Write with the goal of telling the client how everything about your firm is a benefit for them. Write about what's in it for them to hire you.

Photo by Zach Klein

Gyi Tsakalakis
Co-Founder of AttorneySync
Notify of
Inline Feedbacks
View all comments

Let's Discuss Your Growth

Helping law firms grow profitably with digital marketing and can prove it.

Barry Conybeare

We are so impressed with AttorneySync and their digital marketing services. We started with an audit of our digital presence and hired them thereafter. Fixes to the website and other platforms quickly followed and we have seen a substantial increase in online traffic, new client calls, and new client contracts. Strongly recommend AttorneySync!

Let's Talk

How can we help?

More From Our Blog

June 8, 2023
On Local Law Firm SEO Rank Tracking and Reporting

Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]

Read More
June 7, 2023
On Attribution

John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]

Read More
March 22, 2023
I asked ChatGPT to Recommend a Personal Injury Law Firm

I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]

Read More
February 17, 2023
My Take on Google Search's Guidance on AI-Generated Content & Law Firm SEO

If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]

Read More
February 16, 2023
Google Adds New SEO Best Practices for Links

If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]

Read More
February 1, 2023
Authenticity & Engagement

The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]

Read More
January 19, 2023
ChatGPT for Legal Marketing

The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]

Read More
May 26, 2022
SEO Expectations for Law Firms

How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]

Read More
May 6, 2022
Who Should Do Marketing?

And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]

Read More

Let's Discuss

Questions or comments? Let's discuss on social!
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram