Earlier this week, Debra Cassens Weiss published an article in the ABA Journal News on 10 resume buzzwords to avoid. That list got me thinking about the similarities between lawyers' resumes and law firm websites.
A resume is a marketing tool that you use to market to potential employers. A law firm website is a marketing tool used to attract potential clients. As one commenter to Ms. Weiss' post points out, the words and phrases she identified for resumes apply to law firm websites as well - so don't ignore the list even if you're already employed.
Reading Weiss' post inspired me to write my own list - of over-used words and phrases on lawyer websites. (This list is not the result of any scientific study, but rather my own experience):
- Small firm service, large firm expertise
- Exceptional service
- We are committed to our clients/we put clients first/clients are our number 1 priority
- Compassionate
- "Partnering" with our clients
- "Individual attention"
- Over xx years of combined experience
- Highest standards of ethics and professionalism
- A law firm you can trust
- A leading/premier law firm
What's the real problem with these phrases? First of all, they can be found on almost every lawyer website, whether they are true or not. Many of them sound simply like bragging, particularly since they are coming from the lawyer or firm itself, rather than coming from a third party.
Not only are many of these phrases cliches, but most of them don't say much about the individual firm (or lawyer) in question. Indeed, most of these should be givens for any law firm - professionalism, compassion, and putting clients first are basics - clients expect these from any lawyer. Although the lack of these qualities may be a reason to fire your lawyer, they aren't reasons to hire a particular lawyer or firm.
While experience in a particular field may be important to clients, adding up the years in practice of all of the attorneys in the firm (or even just the partners) to tout "100 years of combined experience" just sounds ridiculous - and may even be insulting to the client if they think you're trying to pull the wool over their eyes or misrepresent something.
Your website should demonstrate to potential clients and strategic partners why you are the right attorney to help them handle their legal matter, rather than just telling your web visitors that you are qualified, experienced, etc. How do you do that? By:
- Using case studies and testimonials (where permitted in your jurisdiction) to tell the story of your clients and how you help them
- Speaking in terms your clients understand
- Posting helpful information on the site, educating clients about your area of the law and how it applies to them
- Making your website a resource that clients and potential clients will want to return to
My list is by no means exhaustive, so please feel free to comment - and add the cliches you've seen too often on lawyer websites.
Great tips for law firms who have not fully committed to positioning their practices as technology driven businesses or enabling their website to connect to current and prospective clients. You list some useful tips. A couple others law firms should consider is showing clients how they use technology for security, efficiency, team collaboration and the maximize the client-attorney relationship. This could include highlighting the practice management, document management, and law billing software partners that a firm may utilize. Client video testimonials, use-case interviews and profiles of client successes are always big winners. The firm could also open up dialogue in social media and engage prospective clients on the web -- hopefully driving trust, demand and client confidence.
Posted by: Tom Dwyer - Practice Management | March 10, 2011 at 11:21 AM