Authenticity is magnetic—and authenticity sells. But authenticity in online advertising? This doesn’t always come naturally for attorneys.
The truth is that you can be ultra strategic with your digital presence, but even the best online strategy will fall flat without a strong dose of charisma and authenticity. This matters a lot for lawyers and law firms, where business is built on trustworthiness as well as skill.
Here’s the crux: Your digital strategy must include more than just SEO for lawyers or a glossy website—it must also include showcasing your story, your personality and your humanity.
Let’s dive into authenticity for lawyers and why it matters in the context of marketing.
What is authenticity in lawyer website design?
Authenticity for a law firm is presenting a genuine, transparent identity across platforms.
Genuine: Tell the genuine story of who you are and how your firm operates.
- Your firm’s deeply held and lived values
- Your firm’s unique culture and capabilities
- Your personal story and your “why”
Transparent: Share important details that your audience needs in order to trust you.
- Use facts to back up your story, without misrepresentation or overinflation
It can be challenging for some law firms to develop and maintain an authentic online presence, simply because they feel the need to conform to industry norms. This can lead to generic designs and written content that do nothing to set you apart or connect with your prospects.
To sum up, authenticity is about communicating a firm’s unique identity in a truthful way that resonates with clients and builds lasting relationships.
Authenticity matters for law firms because…
Authenticity drives engagement—and integrity and credibility are especially paramount in the legal industry.
The rule of authenticity: There is a direct correlation between how authentically you come across online and how successful your firm will be.
Here’s what authenticity means to your prospective clients:
- Trust and credibility: Clients need to trust their legal counsel implicitly. An authentic digital presence builds this trust by showcasing the firm’s real expertise and values, plus skill in communication.
- Client expectations: Clients are savvy and discerning. They value transparency. They want to know the real people behind the firm and what they stand for, even before the first handshake or virtual consultation.
- Differentiation: Law firms often appear similar on the surface. Authenticity is how a firm stands out by highlighting what makes it truly unique and why a potential client should choose it over competitors.
Consider this: Your digital presence may be the very first moment that someone is meeting you and your brand. That moment is pivotal for either making or breaking a client relationship.
Your choice is either to build trust and be memorable with an authentic online presence or be generic and forgettable.
Here’s how to create an authentic digital presence with lawyer website design
Ok, now let’s cover the practical how-to steps. Creating an authentic digital presence for a law firm means strategic decisions regarding lawyer website design, content creation and online interaction.
On your website, carefully balance professionalism and personality to convey your firm’s authenticity.
1. Be yourself, don’t borrow inspiration from competitors.
Avoid copycatting. Resist the temptation to emulate other law firms, either in style or tone. Lean into your special strengths and identity, showcasing your uniqueness with transparency.
- Feature real photos of your team in action or engaging with clients.
- Identify a unique color scheme that significantly varies from your competitors.
2. Allow your warmth and charisma to shine through the screen.
Attorneys are often very charismatic, but it may not come across through your website design. Avoid sterility in the name of professionalism.
- Include personal information in your attorney profiles alongside expertise.
- Get professional and warm headshots.
- Use language that is approachable yet professional. No jargon.
3. Be clear and upfront about your uniqueness.
Your unique selling point should be obvious from the start. Clearly articulate how you approach client service, what niches you specialize in, plus other unique dynamics that might appeal to prospects and set you apart from other firms.
Do it even if it seems different from what you’ve seen from other firms. Authenticity is magnetic, trust us.
- Use case studies to illustrate successful outcomes in niche areas.
- Use client testimonials to highlight what real people like about your firm
- Share a video that gives extra insight into the unique culture of your firm.
Turnkey websites and authenticity
Don’t be misled: A turnkey website is a great starting point to create a highly authentic and effective digital presence for your firm.
In fact, these sites can be a smart shortcut to authenticity.
Turnkey websites for lawyers are valuable because they give you the benefit of proven layouts and conversion techniques while still allowing you to customize the feel and functionality.
Review and next steps
In the competitive world of legal services, authenticity is not just about having a polished website—it’s about establishing trust and credibility with potential clients.
Take a shortcut to your most authentic website with a tested OneFirst website design, ready to customize. OneFirst sites work best for firms that already have some kind of identity, but brand design can occur simultaneously with website development.
Book a consultation and take your site from generic to authentic with help from the legal design experts at OneFirst Legal.
