Stokes & Kopitsky, P.A.
I was at trial lawyers CLE in New York. During a break I went up to the moderator who was a former past president of the New York State trial lawyers Association.
I introduced myself. He didn’t fully hear my name and asked if I said “Gerry Oginski?”I said “Yes.”
Immediately, he had the biggest smile on his face and blurted out loudly “Oh my God! You have the best lawyer website in all of New York!”
He proudly admitted that my website was highly educational and was one of the best he had ever seen.
It was really cool to be acknowledged like that.
My adversaries often make comments about my videos and my website.
Not long ago, a defense attorney asked me during a deposition if I was going to put an issue we were fighting about into a video and on YouTube.
In another case, a defense lawyer wanted to make sure that our negotiations on that particular case did not turn into a video with her being prominently named in the video.
Of course defense attorneys spend considerable time scouring my website for information they can use against me during jury selection and at trial. In the early years of websites, I actually had one defense attorney print out my entire website, or at least everything he could find and print it out. It was hundreds of pages and his intent was to use it in a motion to the court to stop talking about an issue that was ongoing and not really related to our case. (He was not successful.)
I’m still fascinated why lawyers will use adjectives to describe themselves and their law firms online. There is no need to do so. If you take the high road and provide consistently great educational content, viewers will come back to your site over and over again to learn more and more.
If you view your lawyer website as a sales brochure, then your viewers and readers will clearly get the impression you’re trying to sell them something instead of being a trusted advisor.
Your goal is to make your website the center of your online universe with great useful content for your viewers. You want them to come back repeatedly. You want them to learn more each time they return. If you are selling them on your services, you are losing key opportunities to engage them and interact with them.
Learn to become a trusted advisor by teaching and educating rather than being a pushy salesman. As Dan Kennedy says, there’s a huge difference.