They must, otherwise they would not be putting their estates, their legacies and their life’s work into your capable hands. But what about people who don’t know you yet, also known as online prospects?
Your website and your social media do a lot of heavy lifting in this realm. It’s expected that you are a good lawyer, compassionate and skillful. But before anyone is going to fill out a form on your website or click on a link, there has to be a sense that you can be trusted.
How does that happen?
Don’t be afraid of testimonials. Some attorneys find it a little awkward to ask for testimonials, but don’t be shy about this. You may be pleasantly surprised by clients who offer to give you a sentence or two that you can use for your website. Visitors who read their testimonials will feel encouraged knowing that others feel strongly enough to speak out on your behalf.
Be consistent in your branding. You may not even be aware of how mismatched branding elements can confuse visitors to your website, but trust us, one logo in one corner of a website and then the same logo in another location on another page on your website can set off all kinds of internal bells and whistles. Behaviorists know that humans look for patterns, and when visual cues are inconsistent, they set off all kinds of warning signals in our subconscious.
Be prudent in your accolades. If you are good enough to enjoy a Super Lawyer rating, by all means include this in your bio, but don’t go overboard. You’ll want to strike a balance between telling people how much you have achieved without alienating them. If you are active in any local not-for-profits, for instance, that information may help people connect with you in a way that an award from 20 years ago by an obscure group just won’t.