As a lawyer, you’re well aware that competition is intense, and you must stand out to attract new clients. You may have depended on radio and billboard advertisements in the past, but successful marketing has now gone digital. You utilise pay-per-click ads and social media to boost your exposure. Your law firm’s website is your major lead generation platform, so your content should focus on turning visitors into customers. You must, however, exercise caution in what you say and how you present yourself, as each state bar has stringent regulations and guidelines for legal copywriting.
The essential things to remember when designing website content are:
- The correct use of disclaimers.
- Avoiding misleading assertions.
- Ensuring verifiable facts support any claims made.
Let’s have a look at some instances.
Using Disclaimers On Your Site
We see disclaimers about privacy policies, information on a website, or sending an email posted in the footer or on a separate page by legal firms. While information can be posted there, applicable disclaimers must also be included on the page that relates to the material.
For example, if you publish a blog on state laws concerning driving while drunk, you should add a disclaimer at the footer saying that the material should not be taken as official legal advice. Suppose you have a link to your email address on a website or a contact form. In that case, you should provide a disclaimer that any electronic communication made to the law firm does not constitute an attorney-client relationship.
Avoid Misleading Statements
It’s illegal to make false or misleading comments about a law firm or its services. These include, but are not limited to:
- Contains a substantial distortion of the truth or the communication omits information that gives a complete picture of the statement; for example, “We are divorce law specialists.” or “Our attorneys specialise in personal injury.” Unless you have received a certification or speciality in a certain area of the law.
- Creating an unreasonable expectation of outcomes or implying a certain conclusion.
- Comparing your services and talents to those of another lawyer, unless you can back up your claim with verifiable data. Or even declaring yourself (or your company) to be the best or a leader in your field.
- A dramatisation of a fictional scenario, unless there is a disclaimer at the beginning and end of the message noting that it does not reflect real incidents.
Testimonials from past clients are a fantastic tool for converting new clients, but it is crucial to avoid providing false information or sharing confidential information.
A soft endorsement happens when a former client speaks about the lawyer’s devotion, responsiveness, compassion, and efficiency. You don’t need to include a disclaimer to use these remarks on your website or social media.
A hard testimonial contains more detailed, case-related information and can be deemed deceptive if it is presented so that potential customers believe they would get the same outcomes. You can, however, share testimonials that include sensitive information as long as a disclaimer accompanies them.
If you’ve received awards or been recognised for your work by an organisation, they can be an excellent way to showcase your knowledge and abilities. Again, wording counts in this situation, so you should actively indicate that you were rewarded or acknowledged by an organisation and quote the precise terminology of what you got, if possible, connecting back to the organisation.
Rather than adding terms like “award-winning attorney” or “voted the most outstanding lawyer in the state” in your post, consider including a section on your About page, or perhaps a separate page, listing your accomplishments.
If you want help getting your law firm to convert better online, contact Windy City Law Designs today. With over 10 years experience in website design and development and Internet marketing solutions, we will increase your online visibility.