If you’re like most attorneys you’d probably say, “of course not.” But in most cases, that answer would be incorrect. Why? Because more law firm websites don’t address the psychological needs of the legal consumer. The result: Most of these websites generate far less business impact than they could.

Most law firm’s websites have been designed with these goals in mind:

  • touting the firm’s experience and qualifications
  • highlighting the attorneys’ awards and accolades from the industry
  • mimicking other “successful” law firm websites

There are three problems with this approach. First, it assumes that people looking for legal help will decide which firm to hire based primarily on a logical assessment. Second, the goals primarily focus on the law firm rather than on its potential clients. Third, and perhaps most important, it can block your website from performing to its full potential.

In a new white paper published today, FindLaw conversion experts explain how law firms can avoid other pitfalls. We highlight eight psychological factors that strongly motivate legal consumers:

  1. Safety
  2. Surprise
  3. Status
  4. Scarcity
  5. Certainty
  6. Similarity/Dissimilarity
  7. Sympathy
  8. Selfishness

Understanding these motivators can help your firm make the most of your online presence and drive website visitors to contact your firm when they need legal help.

Over the next few weeks we’ll be looking at some of these motivators here on the blog. Check back soon but until then, you can find the full white paper here.

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