The About Us page is one of the most visited pages on a law firm website.
Generally, not enough consideration is given to the content on the About Us page and it is often treated simply as a page for staff biographies or for telling visitors how “client focussed”, “relationship driven” or “innovative” the firm is.
Visitors to your law firm website are looking for information. They want to know who you are and how you can help them so it is logical that they look to the About Us, Our Team or Our People page to find some of this information.
The About Us page is an opportunity to connect with your visitors and to tell them something about you and your firm that is unique to you and the way you provide your services. It is not an opportunity to regurgitate the same information as everyone else.
A strong well drafted About Us page could be the difference between a new website visitor making that call to book a meeting, requesting further information or just surfing off into the sunset.
So what should the About Us page focus on?
Your “About Us” page should highlight the things that make your law firm different from other law firms. It should establish your firm identity and provide your website visitors with an insight into your firm.
There are a few simple elements you should include:
Why you exist
The About Us page should explain to visitors why your law firm is in business and how you can help people solve their legal problems.
Most law firms just talk about what they do.
Instead, your About Us page should talk about why you’re involved in providing legal services. What is your philosophy about delivering services to your clients, why do you want to help them and how do you go about doing it?
What you do
In addition to the “Why” you also need to explain what your law firm does, but keep it fairly brief. Instead of writing a lot of “What” information, link to other pages on your website where you provide details on the services you provide and the experience you have in those areas.
Your values & philosophy
Outline your values, what the firm stands for and the philosophy that the firm is built on.
Every law firm says that they are experienced and dedicated to client service. Firms often use words like experienced, premium, specialised, transparent, caring, expert and client focused.
Show how your firm is experienced, innovative or client-focused. Back up these phrases with facts. Instead of telling visitors that you focus on personal service show them how you have taken personal service to another level by using examples or showing awards that you have won.
What sets your firm apart?
What do you offer that your competitors do not? What makes you different?
Some examples that might make a firm different:
- We visit you,
- Multi-disciplinary or specialist skills,
- Fee arrangements that are unique,
- Proprietary technology,
- Media attention,
- Awards & recognition
Information on when & how the firm was founded and how it has developed over the years should be included provided it includes some additional context that shows experience or local connection, not just “We were founded in 1963”.
The services you provide
A summary of the services you provide can be included (not a list), provided it includes links to the detailed professional service pages.
Special awards, certifications or achievements
Things that create trust or establish expertise like awards, press mentions, certifications and other recognition that sets your firm apart should be included.
Any volunteer or community service organisations or projects that the firm or its members are involved with should be outlined, particularly where it helps establish a local connection.
Testimonials are a great thing to add to your About Us page.
You can include a special testimonial and then link to your testimonial page or more detailed case studies.
Invite visitors to join your community. Ask them to connect with your law firm on Twitter, LinkedIn or Facebook. Show them that you are actively involved in the online community and give them a reason to become involved with your law firm.
Like other areas of your law firm website you should include relevant and up to date photos that provide a human element to who you are. No law books, gavels or scales of justice.
You can also encourage your visitors to take some form of action apart from just reading what is on the About Us page.
You are trying to differentiate your firm and establish trust and expertise, so invite your visitors to explore content that helps this aim:
- View your latest newsletter,
- Watch your video update on recent changes to the law,
- Download your [interesting area of law] fact sheet or other helpful flyer,
- Visit a special interest area of your website,
- Download an educational whitepaper
Remember, the About Us page is an opportunity to connect with your visitors and to tell them something about you and your firm that is unique to you and the way you provide your services.
You also want your visitors to stay and explore your website, not just to read everything on the About Us page, so give them a reason to stay by providing interesting and helpful information that differentiates you from other firms.
About the author
Brian has more than twenty years’ experience in marketing and management across diverse industries including legal, real estate, tourism and technology. Brian lives in Sydney with his wife and two daughters.