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The Second Most Important Page on Your Site: The About Page

It’s time to maximize the potential of the About page on your legal website. By striking a balance between exuding professionalism and conveying your genuine concern for helping clients, site visitors will get a better understanding of who you are.

When you create a website for your law practice, you’ll naturally want to highlight your practice areas and emphasize the quality of services you provide. You probably figure that potential clients will want to see that you have experience in these practice areas, which enables you to serve their needs. However, as you channel your efforts into building out your practice area pages, don’t neglect to put some time into your “About” page. This often-overlooked page actually offers several opportunities to engage clients and to give them a sense of who you are. Let’s take a look at the power of the About page, and how putting some thought and effort into creating an effective About page can boost client engagement.

Clients Want to Know Who You Are

Many clients entrust their attorneys with deeply personal matters. From divorces to bankruptcy, from personal injuries to criminal charges, clients need to feel supported by their attorneys during these challenging periods in their lives. For many potential clients, a slick website that advertises your legal services is not enough; they want to know that you will listen to them and help them move toward a successful outcome. Use the About page as an opportunity to share your values and your mission. Let site visitors get a sense of how you communicate with clients and how you typically approach each case.

Sharing Your Story

While it’s fine to provide a brief biography of your educational background and career highlights, there are other factors to consider when creating a memorable About page. Many clients enjoy reading a narrative about your journey to your current position—what inspired you to become an attorney? Why these practice areas? What do you enjoy most about your profession? It’s a good idea to balance providing information about yourself with focusing on the client experience. Talk about yourself and your relevant experience, but also tell your site visitors what they can expect from working with you.

Provide a Professional Photo

Words and tone can convey a lot to clients, but a professional photo creates a more holistic picture of who you are and what you offer. Put some thought into the picture you choose; an effective photo will convey professionalism while inspiring trust. If you work with other attorneys or paralegals, include their photos as well. You may consider taking a group photo if you want to highlight your collaborative approach to serving clients. Essentially, think of the About page as an opportunity to share the “human” side of your legal practice—not only do you have the knowledge and experience to successfully handle their case, but you can do so with care and compassion.

Ready to learn more about how to take advantage of your About page? Call Upsource today at (800) 893-2590 to discuss your digital marketing goals.

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