Not claiming to be an expert on websites, it does seem that too many law firm sites say the same mundane things as other law firm sites. Further, many sites talk too much about “we/us/our,”rather than focus on what they have done for what type of clients.

Michelle Golden of Golden Practices has a great post in which she highlights phrases to avoid on your website. Things like:

  • “Collectively, we have 2,864 years of experience…
  • “We’re large enough to….yet we’re small enough to….
  • “We partner with you…
  • “We’re a full-service firm…
  • “…timely, efficient, accurate, …
  • “Avoid overusing words like: perform, assist, help, serve, and provide…(see her list of alternative words that you might use instead).

Others that I would add:

  • Our lawyers have extensive experience …
  • We develop strong relationships with our clients…
  • We provide quality legal services…
  • Our firm has significant expertise…

Yada, Yada, Yada.

As I have mentioned before, your website shouldn’t be just a brochure, and certainly not like other firms’ sites either, with tons of we/us/our’s thrown in. Michelle provides a link to a terrific tool – the Customer Focus Calculator – that you can use to immediately determine whether your firm is too focused on itself, rather than on the clients you have helped.  Give it a try, it’s enlightening.