When I spoke at firm retreats, I frequently showed excerpts from the “About” page of the firm for whom I was speaking and two competitors. I then asked the lawyers to identify which website was theirs. Routinely, only about 50% of the lawyers in the audience knew which website was their own.


While law firm websites have greatly improved every year, (If your firm had one in the 1990s take a look at it and you’ll cringe), many law firm websites still say the same words about the firm and are still focused more on selling the firm than helping the firm’s clients.

In the questions below, I seek to determine if what you say about your firm is unique.

  • Does your law firm on its website claim to be “innovative,” or “creative?”
  • Does your firm provide “solutions?”
  • Is your law firm a “full service” firm which represents a diverse group of large and small clients on a “wide range of matters?”
  • Does your law firm claim to have lawyers with a vast amount of experience, a great work ethic and are they noted for their integrity?

Look at the “About” page on your law firm website. Does any of the above look familiar? Does your firm “About” page also talk about your firm’s history?

How many hits are you getting on that page? I doubt many because your potential clients really do not care about your firm’s history.

Does your webpage focus on what your lawyers do?

If that is the main focus you are not reaching your potential clients because, for the most part, they do not care about your firm’s services. They care about themselves and their problems, opportunities, and changes and will only pay attention if the services you provide specifically address those issues.

David Meerman Scott wrote a book titled: The New Rules of Marketing and PR. I read the book years ago and the rules are no longer new. But, it’s a great book you should consider reading.

One of his new (now old) rules is the importance of focusing on your customer (client) persona and creating content on your webpage that addresses their needs. Scott frequently blogs and does presentations about this rule and provides real-life examples.

The good news is that since the new rules became old rules, many law firms have changed their websites. Instead of claiming to be innovative or creative, those firms demonstrate it on their website.

There is an expression I like:

“Sell by doing, not by telling.”

Law firms with great websites create content their clients and potential clients will find valuable and they make it as easy as possible to get it and easy to share it.

Suppose for a moment that a one person in-house general counsel for a family owned business comes to your website. What would he or she find valuable there? What would give him or her an idea about what it will be like working with your lawyers?