There’s plenty of information about how to market a law firm.. but what about things you shouldn’t do?

We do plenty of competitor analysis for our clients. And the results often show that many don’t invest in devoting time to an effective website.

And a poor website can have ramifications for not only prospects, but talent you are trying to attract as well. Here are some of the same issues that I’ve seen appear time and time again – and the lessons you can learn for your own website.

A dated website

It’s all about perception. You wouldn’t turn up to see a client in a singlet and thongs (not even in the Gold Coast)… and it’s the same experience if you have an outdated website.

Many law firms think that they can get by on running an old, static website, that hasn’t been updated for many years.

Going to a web developer will give you freedom to create a new website that is visually appealing and focuses on converting visitors.

Adding pop-ups, a simple contact us page and an introducing video are all good starting points – but it’s much harder if you rely on a website built in 2012.

Too many adjectives

Here’s a pop quiz. Upon meeting a potential client, do you tell them:

  • We are Melbourne’s best law firm
  • We run the most successful law firm in town
  • Are industry-leading, most respected and dare-I-say-it, world-famous?

Bet you don’t. But so many law firms continue to bombard a website visitor with ‘adjective diarrhea’.


It’s simple science: adjectives turn people off. The more you speak about the best this, leading that, it comes across as arrogant.

People are on your website to learn about what you can do for them.

No updated content

Want to get more leads? Best stay in Google’s good books then.

Google rewards you if you have regularly updated content. This could be in the form of publications, videos, news updates, case studies – anything that keeps your website fresh and relevant.

Static websites lose their shelf-life quickly and unless you want to rely purely on word-of-mouth and referrals (we didn’t think so), then dedicate some time on adding regular updates to your site.

Which brings us too…

No blogs

Remember how last week we talked about marketing to the unaware?

Make sure you have someone dedicated to adding relevant content to your website.

Case studies (where appropriate), team updates, answering frequently asked questions and adding analysis on the industry are all content pieces you can add.

People treat websites like they treat Google: they want to get answers to their questions.

And by showing case studies or testimonials from clients, sharing relevant commentary on topics and handling questions, you can start building trust with these prospects before they need you.

Create incentives for people to contact you, even if it is to get some advice. How about a 15-minute consultation to find out their problem?

Remember, your website is the hub of your online presence.

Looking for some inspiration? I like HogGoodGanimLanders and Rogers and KHQ Lawyers. All these websites apply the above principles: an excellent mix of content, an updated website and plenty of thought leadership content to demonstrate expertise.

You can stand out from your competitors by keeping your content fresh, investing in an updated website and use language that talks directly with your customer.


About the Author


Owner of Conqurve Content Marketing, ex-recruiter, sports writer and journalist.