Content Marketing Today

5 Secrets to Transforming a Seriously Outdated Law Firm Site Into a Powerful Content Marketing Rainmaker

First-generation website in desperate need of an essential but easy overhaul.

Based on copyright information displayed on their website, this law firm was probably an online pioneer back in the mid-1990s. Moreover, it’s obvious that they understood the need to put meaningful content on the site that would be relevant to prospective clients. It even has a short and cool website address, WWLaw.com.

The bad news is that the site is as dated as a flower power Volkswagen minibus.  The good news is that it would be very easy to fix so that it reinforces the strengths and skills of the law firm in question. 

Here’s my advice on what they need to do:

1. Re-create the website with powerful blog-based technology such as WordPress.  If the firm has a decent marketing budget, they can hire a professional to do the work.  If their budget is very small, someone in the law firm can be assigned to learn WordPress or other blogging software. 
2. Add a graphical treatment to the website that reinforces the verbal content.  Raw text on a page was okay in the mid-1990s, but it looks hopelessly outdated in the 21st century.  Any number of photo sites provide stock photography for as little as one dollar per image.
3. Make it obvious from the homepage all the way through the website, just how the firm can help its clients deal with thorny legal problems in their area of expertise.  Think of the website as you would a magazine or newspaper–use strong headlines that carry obvious attention-getting benefits.
4. Organize the content logically using blog categories so that visitors can browse easily for the information they want.  In fact, they do a reasonably good job of sorting information. However, it could be structured more comprehensively and logically.
5. Hire a freelance writer who can become an expert on the law firm’s expertise–and who can interview each partner regularly to generate articles, FAQs, lists, and resource guides. Make that writer responsible for keeping the website fresh, interesting, and relevant to current and prospective clients.

Whatever you might think about personal injury lawyers, the WordPress-driven website below is an excellent example of how to build a very solid web presence without needing to spend an enormous amount of money.  It would be easy to re-create this website for less than it would cost to run fractional print ads in a local business magazine every month. Moreover, once you have invested in creating the website, your monthly cost should be less than $10 to host it. 

Bottom line: Your website should be your most effective 24/7 rainmaker.  If it still lives in the mid-1990s, you need to bring it into the 21st century right now.  Fortunately, it has never been easier to create a client centric, content rich website.