Web site tips for Elder Lawyers

By Ingvar Grimsmo

Elder Lawyers face a unique challenge on the Internet. Your services are often very personal and emotional. Many people go and see you due to circumstances that might not be pleasant.

I think a lawyer web site should be emotionally charged, quickly addressing the problems potential clients might have. Elder Law attorneys might comment on the home page about the potential for financial ruin due to disability if proper planning is ignored.

As with any marketing driven web site, a lawyer’s site needs to be easy to work with. No annoying banners, scrolling text or large graphics. People should be able to get the answers they need FAST without having to look too far.

A web site is a one-to-one marketing medium. NOT a mass market advertising vehicle. You would talk on the web site as you would if you were face to face with a client.  You want them to feel comfortable browsing and learning on the site.

Direct your verbiage towards potential clients needing your services.

In general, what makes a site persuasive? 

  • Persuasive sites provide answers, entertainment and useful information.
  • Persuasive sites have a format that is appealing to the eye and easy to navigate.
  • Persuasive sites will entice people to return.
  • Persuasive sites won’t irritate visitors with unrelated banners, graphics and other distractions.
  • Persuasive sites will implement persuasion strategies to influence people to act, willingly, without any ‘hard sell’.

It s NOT about YOU. It s about the client. And their problems, desires and needs. Potential clients really don’t care WHAT you do, or HOW you do it – only what’s in it for them.

That’s where we come in, we can help you turn your site into a persuasive one.

People react to good sites.
They come back because they like going there.


  • I am familiar with you and what you do
  • I perceive you as an expert in your field
  • I believe you understand my problems and can solve them
  • I like you enough to work with you

Lawyer Marketing based on developing trust is different than services marketing. The key to this is to provide enough information to establish trust and for the client to see you as an expert. Then they will seek you out. You need to provide useful insight into the problems you solve.