Let’s do a quick test of your website:

Question 1

Look at the upper left-hand corner. What does it say?

Are there words describing the client problem or something close to it? Or is that space filled with your name or your firm name? It should be about them and their problem, not about you.

• Good Website Example: “Georgia Speeding Ticket Solutions”

• Bad Website Example: “Bob Jones Law Firm”

Question 2

Read the first two sentences. Does it say “you” or “your”? Or, does it say “I,” “me,” or “us”? It should be about them and not about you.

• Good Website Example: “The blue light came up fast in your rear-view mirror. The sinking feeling in your stomach came up faster…”

• Bad Website Example: “I deliver excellent service with exceptional results utilizing my years of experience. I’ve handled hundreds of traffic cases…”

Question 3

Click over to the biography page. Does it start with information about you or about them? And when it does focus on you, is it about you being human or you being a cog in the legal services machine?

• Good Website Example: “When the lawyer says it’s going to be okay, you’re flooded with relief. Things are going to be fine. It’s over, and life goes on. That’s the feeling Bob brings to his clients. He works things out and helps you put the trouble behind you. Bob’s proud of being able to make that happen—it makes him smile.”

• Bad Website Example: “Mr. Jones graduated summa cumma dumba from Bob Jones University School of Law having served as editor of the Bob Jones Law Review.”

How Did Your Site Do?

A great website is about them and their problems. It’s not about you. It’s about the benefit of working with you, not about how you do it. It’s about the outcome and not the process. Focus on them and what they care about, and you’ll be on your way to saying something they want to read.

Put yourself in their shoes, if only for a minute. See your work from their perspective and not yours.