An article, Using Your Web Site To Enhance Client Service in Findlaw’s Modern Practice highlights important ways to make your website do more for your firm. Some points include:

  • Optimize the site for search engines

  • Writing good content

  • Use personalization techniques to provide customized information

» Read Article

I think the article is very simplistic in what it suggests. I’ve written in other posts what information you should include on your firm’s website. However, I want to stress that you need RELEVANT content, and that requires knowing who your site visitors are. Each person that visits your site has a specific piece of information he is looking for. The purpose of your site should be to make it as easy as possible for that visitor to find the information he needs. While personalization is a nice bonus, chances are, unless your visitor already trusts you and your firm, he will be unwilling to enter personal information about his preferences unless he gets something truly wonderful in return. People don’t go to websites just to fill out long forms about themselves. They want information quickly. If they have to register, you had better give them a good reason for doing so – like a free report or case study. Otherwise, they will go somewhere else.

Also, getting your site listed at the top of search results isn’t as easy as you might think, given Yahoo’s recent split with Google, MSN’s intentions to create a search algorithm of their own, and AskJeeves’ purchase of Interactive Search which owns websites like Excite.com and iWon.com.

Related Posts

Leave a Reply