Consider your website your online office. Imagine that clients walk by your online doorstep, just as often as they would your physical office. What impression do they get of your firm? Is it easy to tell what type of services you provide? There are certain components every law firm website should contain, but there is also a style of writing the website should follow as well. Friendly, inviting, and to the point your content should speak to the situations your clients encounter, and how you can help them through the legal process. Highlights: - People hire people, how to tell your story - How to write for the web - Putting yourself in your reader’s shoes

1. Telling Your Story
What every lawyer should know about website design.

2. Chelsey Lambert
Vice President, Clients and Communication
Co-Chair, ABA GP Solo, Technology Green Team
Chelsey.Lambert@Smokeball.com
312-667-1768 office
@ChelseyLambert | LinkedIn.com/in/ChelseyLambert
www.Smokeball.com

3. Communicating Your Story
& Culture Through Your
Website

4. What Culture & Brand Really Mean
• Who you are.
• What you believe in.
• Why you started your business.
• Cultivating happiness for your
employees, clients and yourself.
Your brand is your culture.
– Tony Hsieh

5. What is Your Mission?

6. Your Mission Statement
• Why does your business exist?
• Who do you serve? (Your
niche)
• Where are your clients?
• What service(s) do you
provide?
• How do core values guide
your team?

7. Defining Your
Core Values
• 3 – 5 Statements of
passion.
• Tied to your Mission
Statement
• Actionable
• Part of daily life
• Behavioral Hiring Methods

8. Every interaction is a reflection of our culture.
CLIENTS
EMPLOYEES
PARTNERS
REFERRALS

9. Especially your website!

10. Law Firm Translation

11. VOICE: You & Your Brand
• Who is your ideal client?
• What do they like?
• Where do they hangout?
• Age, gender, hobbies, line of work?
• The benefits of conversational writing
• The Firm & Attorney’s image should relate to
the client. Be professional, but approachable.

12. The Internet Reader’s Mentality
• Short attention span
• Looking for a solution to their worries,
concerns or specific problem
• Respond well to pictures and video
• Doesn’t want to be sold to
• Looking for comfort and a common
thread

13. Types of Website Content
1.Website
2.Blog
3.Social Media

14. 1. Website Content

15. Common law firm website mistakes:
• Lack of focus
• Common images
• No team pictures
• Nothing unique to
distinguish the firm
• Too wordy
• Poor navigation /
section names
• Cluttered layout
• Lack of imagery about
client’s situation
• Reads like a biography

16. Website Content
The 2:20, 20:2 Rule
• What’s above the fold may be the first & last thing
they see
• Keep content short
• Don’t clutter pages with text
• Use bulleted and numbered lists
• Use design & images to convey a clear message
• Headers – Should always include Phone & Email
• Give the reader a Call to Action on every page!

18. Short &
Sweet
FAQ’s

19. Short text
with a
clear call
to action

21. Short & Sweet FAQ’s

22. Rosen Law Firm

23. Website
Optimization

24. Find Keywords using Google Adwords
• Google Adwords Keyword Planner
• Requires a Google Account
• Does not require any advertising dollars
• Research your practice area before you
write

25. Google AdWords Keyword Planner

26. Search for Keywords to include in content

29. Ad Group Ideas

30. Keyword Ideas

31. Filter & Sort

32. 2. Blog Content

33. Blog Content – Creating digital assets
• What’s the appropriate size of a post?
• 250 – 1000 words
• Using Keywords
• Check Google Keyword Planner for ideas
• Inviting feedback
• End your post with a question, or invite readers to share
a similar experience

34. Write powerful headlines
Be Unique, Authentic & Engaging
• Leave the title open ended
• Use numbers to preview lists
• Tie post back to relevant news or headlines
• Be compelling & interesting
• Use questions words: How, Why, What, etc.

35. Zeller Law – Small Business Law Blog

36. 3. Social Media

37. Social Media Content
• Facebook
• Images convert at 150% higher rate than text
• Video rules the web
• Twitter
• 140 Characters; Use a strong headline & link
• Linked In
• Excerpt or paraphrase blog post including a link
and preview image

38. Twitter examples:

39. Facebook examples:

40. Q & A

41. Chelsey Lambert
Vice President, Clients and Communication
Co-Chair, ABA GP Solo, Technology Green Team
Chelsey.Lambert@Smokeball.com
312-667-1768 office
847-702-2774 cell
www.Smokeball.com