How your Chambers’ website profile wins new clients

An engaging Chambers profile, written in the language of your client and populated with keywords to push your profile up the Google rankings is an easy win in the business development game.  

Here are three steps to lock in new instructions when a potential client arrives on your Chambers’ website

1. Work with Google to raise your profile

Google is in the business of data and rewards those who contribute to their business.

By updating your Chambers website profile, you are giving Google new data.  Google’s thank you is to push you up its rankings towards page one.

If you’re curious about technology, you can go one step further and log on to the Google Keyword Planner to research keywords for your practice and insert those into your profile.

It’s good practice to update your Chambers website profile regularly. Clients are interested to know about your recent work and it tells Google you’re still breathing.  

2. Make one point in your profile headline.

When a visitor arrives on your profile, you have only a few seconds to persuade them that you’re the barrister to solve the problem.  If you force her to burn a single calorie to work that out, she’ll click away.

Make the first sentence in your profile a one sentence-paragraph and use it to explain exactly who you help and how.

For example: “Jemma advises local authorities in Birmingham on local planning and housing matters.” 

If that’s the skillset the client requires, she’ll put you on her mental shortlist immediately.

3. Write in the language of your potential client

The language of law is your tool, not your weapon.  Your website profile is not the place for obfuscation

Your profile has to explain exactly which clients you can help solve which problems. When you write your profile, write it in the language of your clients. Keep it short, omit pages of reported cases (Google can’t index them) and add the detail in a downloadable PDF CV. 

Demonstrate you understand your client’s world and she’ll warm to you on first reading of your profile. 

How to create a profile which converts website visitors into clients

The first step in all my programmes is an exercise to work exactly why your practice exists, and for whom.

Once you have this data, we direct all your practice activity towards the person who meets this description.

Soon after, you will stop wasting time on people who are never going to instruct you. 

Become a Jurilogical Member to get access to free resources to help you raise your profile with clients who need your expertise. Sign in today to get started.

By Heidi Smith
Creator of Jurilogical.com