Prospective clients visit an attorney’s web site to get information. They want to know what you can do for them and how they will be better off as a result. If you’ve done a good job with your web site, they will learn enough to either make a decision to hire you or to take the next step, e.g., call for an appointment, opt into your list, or contact you with questions.
Often, visitors have questions but don’t contact you for answers. They may be intimidated by speaking to an attorney or afraid you will pressure them. A page of frequently asked questions and, of course, your cogent answers, can get more visitors to take the next step.
A FAQ page also allows you to sell yourself without appearing to do so because you’re “just answering questions”. Your answers can demonstrate your experience, your patience, and your personality. They can show that you are thorough and professional and give readers a sense of what it would be like working with you. Ultimately, they can show why the reader should choose you instead of any other attorney.
I encourage you to create a FAQ page for your web site. Alternatively, you can incorporate FAQ’s into your “About” page. Your FAQ’s can also be used in a brochure or handout.
Ask your staff to help you brainstorm. What do prospects and new clients always ask you? What do you think they would want to know but may not ask?
I recommend starting with the following:
- Practice areas (by name, i.e., estate planning, and features (documents you prepare), and benefits (what happens when you do it, what they get, i.e., protect their family, help them make better decisions)
- Legal/procedure (what are my rights, what are my options, what are the risks, what’s the first step?)
- Why you/your firm (why you are different, better)
- General (office hours, directions, parking, appointments, payment options)
- First appointment (what to bring, what will happen, what is expected of them, what they get from you)
Add a call to action to your FAQ page, directing the visitor to “Call for an Appointment” or “Subscribe to Our Newsletter”.
A FAQ page is also helpful for current and former clients, as well as referrals sources. An attorney in New York may be looking for an attorney in California. Keep this in mind as you create your page.
Once your page is live on your site, ask your clients directly or via a web poll if there is anything that is unclear and if there is anything you should add. And ask your staff to make a note of any questions clients and prospects routinely ask and add these to the page.
Your FAQ page will evolve over time, and eventually could turn out to be one of your most effective marketing tools.














How to get free content for your blog
First, don’t assume you need to spend hours writing your posts. As I’ve written before, a post can be a few paragraphs that take just a few minutes to write. It can be as simple as taking something you read online and adding your comments. Tell why you agree, or disagree, link to another post that provides a different viewpoint or additional information, or share a story from your practice that illustrates the points in the article.
For longer posts, you have several alternatives:
One of the best ways to get original content for your blog is through guest posts. Someone else writes the post in return for a byline and link to their blog.
The benefits to you are
The benefits to the guest blogger are
Now, what’s good for the goose is good for the gander. If guest posts are a good way to get exposure and traffic, why not offer to do some guest posting yourself? Find blogs that write for your target market and offer to do a guest post. Here are 21 tips for landing guest posts.
Perhaps the biggest benefit of guest posts is that they allow both parties to make a new connection. This can lead to referrals, introductions, advice, interviews, endorsements, networking and cross marketing opportunities.
Start looking for blogs that reach your target market. Invite them to write a guest post for your blog or offer to do the same for theirs.