Websites are many times your first opportunity to develop credibility with prospective clients. And since they will likely spend more time viewing your website than any other marketing message you create, it is also your greatest opportunity to establish a rapport with them, as they voyeuristically examine you and your firm from a distance. Unfortunately, most websites, particularly their copy, are presented in a somewhat generic manner, with little very little of your “personality”. The solution: Add a blog to your website.

Blogs, or web logs, are journal entries that you can make yourself on a regular basis, without the hassle and cost of going through a webmaster to update it. You can enter your personal insights, helpful consumer information, new discoveries, suggestions, your verdicts and awards, testimonials or other positive comments your clients have shared with you, etc.

It is an effective way for you to distinguish yourself from other cookie-cutter attorney websites, and for you to display your knowledge and ability to clearly articulate, demonstrate how you think, show your commitment to a client/case, and let potential client get to know you on a more personal basis.

Keep in mind, you are in a professional service business where clients choose to work with people (not necessarily institutions or firms) that they like and trust. Start building rapport by letting them know “who” you are.

Bill Fukui

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