Theories about what constitutes an effective lawyer website have been evolving rapidly over the past several years. Gone are the days when an attorney could design a static brochure website, stick it on a server and then ignore it for months (or years) at a time. Law firm marketing experts and attorneys in the trenches increasingly agree that a good lawyer website must be dynamic, flexible and current.

In order to establish your firm as an expert in your practice area, you must consistently post fresh, relevant content. Posting regular updates also helps drive prospects to your site. But not just any content will do. Content that is overly generic, full of obtuse terminology or clearly written without regard for the audience will turn users off immediately. Developing a distinct style, or voice, for your law firm’s content is a good way to set your firm apart from other attorneys in your area, all of whom are competing for the attention of the same pool of potential clients.

This is particularly important for firms that have multiple attorneys responsible for blogging and social media outreach. Your firm should establish a set of content guidelines covering what is and is not appropriate when writing for a public audience... CONTINUE READING