TOP WEBSITE CONTENT

STRATEGIES FOR LAW FIRMS

A Webinar by PaperStreet

• 4 Things You Should Never Say in Your Website Content

• Website Photo Don’ts• Show Don’t Tell: Tips On Crafting

Engaging Content

TOPICS

1. Claiming you are the best2. Promising a guaranteed outcome3. Purporting best results4. Claiming Specialization or

Expertise

4 THINGS YOU SHOULD NEVER

SAY IN YOUR WEBSITE CONTENT

1. Claiming you are the best

All claims must be substantiated by objectively verifiable evidence.

Examples:

• Leaders in litigation• Unparalleled legal representation• Top personal injury lawyers• Most experienced law firm

4 THINGS YOU SHOULD NEVER SAY IN YOUR WEBSITE CONTENT

2. Promising a guaranteed outcome

Promising a certain outcome creates an expectation in the reader and the reader may rely on that statement when choosing your firm.

Examples :

• We fight, you win.• We will get you the maximum amount of compensation to

which you are entitled under the law.• You can count on us to get you the money you deserve.

FOUR THINGS YOU SHOULD NEVER SAY IN YOUR WEBSITE CONTENT

3. Purporting best results

All statements on your website must be true and objectively verifiable.

Examples:

• Record-setting results• Precedent setting• Track record of success

4 THINGS YOU SHOULD NEVER SAY IN YOUR WEBSITE CONTENT

4. Claiming Specialization or Expertise

Generally, an attorney who is not board certified in the area of law in which he practices cannot state that he is an expert or specialist or any similar variation.

Examples:

• Specializing• Certified• Board certified• Expertise

4 THINGS YOU SHOULD NEVER

SAY IN YOUR WEBSITE CONTENT

ADJECTIVES TO TRY INSTEAD OF EXPERT

• accomplished• advisor• authority• chief• counsel• established• gifted

• guru• knowledgeable• focus• masterly• maven• concentrate• professional

• proficient• qualified• scholar• skillful• versed• virtuoso

In some cases the following images may not be permitted without a disclaimer:

• Photos of people appearing to be a member or employee of the law firm

• Photos of a dramatization of a real or fictitious event

• Photos of a person in a specific profession or occupation

WEBSITE PHOTO DON’T’S

• Misleading

• Manipulative

• Misrepresentation

WEBSITE PHOTO DON’T’S

Don’t just tell your web readers how great you are. Show them through specific details and examples.

SHOW DON’T TELL

Empty Adjectives

• Experienced

• Creative

• Dedicated

• Innovative

• Passionate

• Aggressive

• Friendly

• Affordable

• Hard-Working

• Uniquely Qualified

• Knowledgeable

• Resourceful

• Cutting-Edge

• Caring

• Experience

• Reputation

• Success

SHOW DON’T TELL

• paperstreet.com/blog

• facebook.com/paperstreet

• @paperstreet

• sally@paperstreet.com

ADDITIONAL INFORMATION