Telling Your Story What every lawyer should know about website design.

Chelsey LambertVice President, Clients and Communication

Co-Chair, ABA GP Solo, Technology Green Team

Chelsey.Lambert@Smokeball.com

312-667-1768 office

@ChelseyLambert | LinkedIn.com/in/ChelseyLambert

www.Smokeball.com

Communicating Your Story & Culture Through Your

Website

What Culture & Brand Really Mean

• Who you are.

• What you believe in.

• Why you started your business.

• Cultivating happiness for your employees, clients and yourself.

Your brand is your culture.

– Tony Hsieh

What is Your Mission?

Your Mission Statement• Why does your business exist?

• Who do you serve? (Your niche)

• Where are your clients?

• What service(s) do you provide?

• How do core values guide your team?

Defining Your Core Values• 3 – 5 Statements of

passion.

• Tied to your Mission Statement

• Actionable

• Part of daily life

• Behavioral Hiring Methods

Every interaction is a reflection of our culture.

CLIENTS

EMPLOYEES

PARTNERS

REFERRALS

Especially your website!

Law Firm Translation

VOICE: You & Your Brand • Who is your ideal client?

• What do they like?

• Where do they hangout?

• Age, gender, hobbies, line of work?

• The benefits of conversational writing

• The Firm & Attorney’s image should relate to the client. Be professional, but approachable.

The Internet Reader’s Mentality• Short attention span

• Looking for a solution to their worries, concerns or specific problem

• Respond well to pictures and video

• Doesn’t want to be sold to

• Looking for comfort and a common thread

Types of Website Content

1.Website 2.Blog 3.Social Media

1. Website Content

Common law firm website mistakes:

• Lack of focus

• Common images

• No team pictures

• Nothing unique to distinguish the firm

• Too wordy

• Poor navigation / section names

• Cluttered layout

• Lack of imagery about client’s situation

• Reads like a biography

Website ContentThe 2:20, 20:2 Rule

• What’s above the fold may be the first & last thing they see

• Keep content short

• Don’t clutter pages with text

• Use bulleted and numbered lists

• Use design & images to convey a clear message

• Headers – Should always include Phone & Email

• Give the reader a Call to Action on every page!

Short & Sweet FAQ’s

Short text with a

clear call to action

Short & Sweet FAQ’s

Rosen Law Firm

WebsiteOptimization

Find Keywords using Google Adwords

• Google Adwords Keyword Planner

• Requires a Google Account

• Does not require any advertising dollars

• Research your practice area before you write

Google AdWords Keyword Planner

Search for Keywords to include in content

Ad Group Ideas

Keyword Ideas

Filter & Sort

2. Blog Content

Blog Content – Creating digital assets• What’s the appropriate size of a post?

• 250 – 1000 words

• Using Keywords

• Check Google Keyword Planner for ideas

• Inviting feedback

• End your post with a question, or invite readers to share a similar experience

Write powerful headlinesBe Unique, Authentic & Engaging• Leave the title open ended

• Use numbers to preview lists

• Tie post back to relevant news or headlines

• Be compelling & interesting

• Use questions words: How, Why, What, etc.

Zeller Law – Small Business Law Blog

3. Social Media

Social Media Content • Facebook

• Images convert at 150% higher rate than text • Video rules the web

• Twitter • 140 Characters; Use a strong headline & link

• Linked In • Excerpt or paraphrase blog post including a link and preview image

Twitter examples:

Facebook examples:

Q & A

Chelsey LambertVice President, Clients and Communication

Co-Chair, ABA GP Solo, Technology Green Team

Chelsey.Lambert@Smokeball.com

312-667-1768 office

847-702-2774 cell

www.Smokeball.com