Blue Seven Content’s Inclusivity Series – Part I

You want clients to feel comfortable coming to your law firm for help. Right? Sure, some practice areas have more specific audiences than others, but the fact remains that you need to be approachable. Unfortunately, many law firm websites seem to assume that their readers or prospective clients will be comfortable with them. That’s not the case.

I’ve spoken to many people over the last few years about what they look for when they are choosing a law firm. After all, picking a law firm isn’t something that most people do on a regular basis. Usually, there is a specific reason a person needs legal assistance:

  • They’ve been injured because of someone else’s negligence
  • There has been a death in the family
  • They are going through a divorce or custody battle
  • They are facing criminal charges

The responses I’ve received from people who are looking for a quality law firm may surprise you.

This goes beyond qualifications and experience

I’ve written for hundreds of law firms, and common themes that attorneys want me to convey in their law firm landing pages, law firm service area pages, and law firm blog posts include some variation of:

  • We have extensive experience
  • Our attorneys are qualified
  • We have handled many cases like this

Right. I get it. You want to let your prospective clients know that you are indeed capable of handling the case and that you’re good at what you do. One thing I can promise you is this – your reviews on Google, Yelp, Facebook, and other sites are going to do more than you touting yourself on your website. Alas, I understand why it’s important to establish authority. I’m not here to argue that you shouldn’t. 

I am here to say that nearly every single firm I’ve worked with has missed some important aspects when it comes to connecting with prospective clients. 

People want to be “seen” by their attorney

I’m going to say something that many people are going to balk at – something that is bound to be controversial. 

Straight white men (or white couples) with moderate to high incomes have a much easier time finding an attorney than others do.

I’ve gone out of my way to speak to people of color, single women, members of the LGBTQ+ community, and those with a lower income about what they find important when looking for an attorney. Their responses surprised me at the time. However, in retrospect, it makes complete sense. 

Nearly every person I spoke to had a hard time finding an attorney that they thought would “see” or accept them. When they browsed websites looking for an attorney, sometimes during times of profound grief and sorrow, they couldn’t find any attorneys who went out of their way to acknowledge their communities. 

  • The black woman I spoke to searched and searched until she found a firm that had a black attorney on staff. 
  • The young bisexual woman I talked to was desperately searching for an estate attorney to help her after her mother’s cancer diagnosis – her search was in vain.
  • The gay male who was searching for a divorce lawyer to help him through the difficult separation process – in the South – had to look four counties over. 

How can a law firm create an inclusive image?

At Blue Seven Content, we aren’t saying that a law firm needs to go on an affirmative action hiring spree (though firms should always strive for inclusivity when hiring their talent). What we are saying is that your website is your image to the community. Use it as a platform to show that you are there to help prospective clients regardless of their race, ethnicity, gender, sexuality, socioeconomic level, etc. 

There are various ways that you can do this. Some things you can accomplish fairly quickly, but other inclusivity tactics take longer to implement. 

Law firm blog posts

Nearly every law firm posts blogs on their website. If your firm doesn’t, you really need to consider posting regular blogs. At Blue Seven Content, we work with law firms to craft researched blogs specifically to inform their audience while also drawing traffic to their website. 

A law firm’s blog can also be a space to highlight your firm’s inclusivity. There is nothing wrong with addressing these issues head-on:

  • Make a post about the racial unrest going on in the country, how it is affecting your community, and how your firm is taking a stance. 
  • Craft a blog post about how you see the struggles the LGBTQ+ community has experienced and that you are there to help clients regardless of their sexual orientation or gender identity. 
  • Post about the challenges and prejudices that single women face, and let them know that you are available to make things easier, regardless of your practice area.
  • Make sure that lower-income clients know they are welcome (free consultations, contingency fees, reduced rates, and payment plans can all be highlighted).

A larger strategy for your law firm

The most successful law firms I’ve worked with have all been active members of their communities. They’ve been involved with local schools and fundraisers. They’ve helped after natural disasters and local food shortages. 

I’d like law firms to also start highlighting their work on social justice issues. If your law firm begins working on (or is already working on) social justice issues, this should be highlighted in your blog and other areas on your website so that prospective clients can see it. You want your readers to feel like they can call you or walk in your door and not face any judgment, no matter what they look like, how much money they have, or who they love. 

Blue Seven Content is ready to help

The team at Blue Seven Content is ready to step in to help you today. We’re a mixed bunch ourselves, and we understand what it takes to help your firm build an image that you can be proud of. Our team is ready to help you craft content for your website, including:

Throughout the first half of this year, we are going to tackle issues that other legal marketing firms tend to avoid – we’re going all in to discuss how your law firm will benefit from inclusivity, even if it means ruffling sensitive feathers. Our inclusivity series begins now. If you need help crafting content for your law firm, please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.

Written by Allen Watson – CEO and Co-Founder of Blue Seven Content

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