Observed

Ovid got it. The young Narcissus and Echo, the mountain nymph, fell in love with, respectively, his own image and her own voice. As a consequence, both faded away, leaving only the aural effect and the flower we know. The same fate awaits the law firm with Web content that does not adequately create a sense of dialogue with the visitor and their needs.

Start with the simple stuff.  For example, begin Web site content with a phrase or a sentence or a something about the client. It might be as simple as writing “Clients seek our help navigating complex interstate commerce regulations.”

In other words, get the client out front.  Better yet, characterize them strategically.  For example, say “Leading regional manufacturers seek our help navigating complex interstate commerce regulations.”

The key is to make your content more about the client (“them”) and less about the firm (“us”).  Keep this in mind for whatever Web or other business development content you’re creating.

Plus, the more client-facing your Web content, the more readable.  It adds variety when you don’t over-rely on “our,” “the firm,” “we” and their repetitive variations.

In addition to the style of the content, make sure you document the firm’s record addressing the needs of the client…and do not merely enumerate the firm’s credentials.  That’s why it’s essential to incorporate client-facing summaries of representative matters into your bios, practice group descriptions and industry descriptions.

Such an approach is not only more responsive to the visitor’s needs, but it will also set you and your site apart from the vast majority of the law firms which appear to still be enamored with themselves.