Beyond FAQs


The FAQs page on your website gets a lot of views because prospective clients want information about the law and about your services. They use your answers to those questions, and how you answer them, to decide to continue reading and take the next step towards hiring you. 

Bottom line, FAQs (and your well-thought out answers) are good for business. 

Some say you shouldn’t tell them too much because the more you tell them, the more questions you answer, the less likely they are to contact you (or hire you) because you’ve already given them the answers they seek.

And the more likely it is they’ll find something they don’t like and cross you off their list. 

And never tell them how to “do it themself”. Answer some things they say, not everything, or they won’t need you.

I say it’s just the opposite. The more you tell them, the more you sell them.

The more value you give them, the more likely they are to see the value of working with you. “If she gives away this much free information, she must have much more information (and help) available for paying clients.”

You sell legal services; you’re not in the information selling business. So give them lots of information. As you educate them, you show them the scope and depth of your knowledge and experience, and upir generosity in giving away all that information. They’ll still need to (and want to) talk to you (and hire you) for advice and help with their specific situation. 

One way to do this is to add “SAQs” to your FAQs. Questions they should ask but usually don’t.

Not only will they get more information they need to know, you’ll prompt them to identify other issues and questions they didn’t know they need to ask. And thus, identify more reasons they need to hire you.

As Steve Jobs said, “People don’t know what they want until you show it to them.” Clients don’t know what to ask until you until you tell them. So tell them. 

Do that and you won’t need to tell them why you’re better. They’ll know.


Lucy, you’ve got some ‘splainin to do!


Apparently, Ricky Ricardo never actually said that. And there’s a lot of discussion online about why everyone thinks he did. But while Lucy may not have been called to explain, you are. Lawyers are asked to explain things all the time. 

What does this mean? How does this work? What happens if I do (or don’t)? 

And you prepare answers to these frequently asked questions on your website. They help clients and prospects understand things. And help you save time not having to answer these questions. 

They also help differentiate yourself from other lawyers who post few (or no) FAQs. You look more experienced and knowledgeable and open, and clients like that. 

If you don’t have a robust FAQ page on your site, I suggest you add one post haste. But don’t just answer questions about your office hours and practice areas. Answer questions about the law. 

Explain cases and code sections, procedures and timeliness. Explain what happens when you investigate or research. Explain risks and contingencies, options and opportunities. 

Start with a list of what clients and prospects ask you. Add things you typically find yourself explaining.

In some industries, these are called “explainer docs”. Some professionals and businesses post “explainer videos”. Whatever you call them, they give you a chance to demonstrate (some) of your knowledge and experience and how you help your clients. 

If you have a newsletter or blog, you can bundle up some of the “best of” your content and use these, at least to start.

They can help you sign up more new clients and sell more of your “other” services to your existing and former clients. They are also a tool for generating more referrals as they are shared online or via handouts. 

As you create these, give copies (or links) to your new clients. Hand them out when you do in-person presentations. Keep a supply in the briefcase you bring with you to networking or speaking events. 

And let them ‘splain what you do and how you help people. 


How to create an effective FAQ page for your law firm website


faq for law firm web siteProspective 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.