A great website is vital for your law firm. With the majority of people starting their search for a lawyer online, your site acts as your first impression. It tells potential clients who you are, what services you offer, and how you can help. 

Even with a well-designed website, potential clients may still have questions. Whether they’ve recently received divorce papers or were injured in a car accident, there’s a good chance they want answers quickly. What’s more, they probably don’t have the time (or patience) to scroll through several pages of your website looking for the information they need. That’s where a frequently asked questions (FAQ) page comes into play.

When a prospect has a question, there’s a good chance that others have asked something similar. An FAQ page is a page within your website devoted to addressing common client questions. The page provides a convenient location for anyone visiting your site to find valuable information quickly. 

A well-crafted page devoted to addressing client FAQs provides your law firm with several significant benefits. Still on the fence? Keep reading to learn just what an FAQ page can do for your firm, as well as some helpful tips to get you started.  

Why your website needs a frequently asked questions page

When prospective clients come to your website, they’re typically looking for information. They have legal questions, and they want to make sure that you’re a good fit for them before they pick up the phone. Your law firm website FAQ page provides clear, practical answers to some of the most urgent (but common) questions you receive from prospective clients. It can help them figure what they need to do next and encourage them to turn to you for further assistance. 

Here are some of the top benefits that demonstrate why your website needs a frequently asked questions page:

1. Increase your website’s visibility.

You likely already know the importance of having an optimized website for your law firm. SEO tactics like incorporating keywords and publishing relevant blog content can help prospective clients find your law firm more easily online. 

An FAQ page provides more SEO opportunities, increasing the chances that prospects find your firm. Formulating answers to more specific questions increases your likelihood of success by creating long-tail keywords. Generally speaking, most people type questions into a search engine query box as if they’re talking to another person, not a search engine. Not only does being more specific help increase your visibility, but it can also help boost the chances of you attracting more qualified prospects. 

Here’s another way an FAQs page can help increase your visibility. If Google determines that your answer to a specific question is the best, your response can appear in the Google answer box. Being featured there can, in turn, help drive more qualified traffic to your website because it’s the first thing prospective clients see.

2. Improve user experience.

The overall user experience is critical when it comes to your law firm’s website. After all, if prospects have a hard time locating what they need or find your website clunky, they may move on to another firm’s site (even if yours ranks higher organically).

Your firm’s FAQ page can help to boost user experience on your website. Rather than your prospects finding they need to navigate through multiple pages in search of an answer to one or two questions, your FAQs provide a single, convenient spot where they’ll likely be able to find a lot of the information they need. 

In essence, your FAQs page acts like online customer service. You’re making it easier for your prospects to get the information they need, which can help to boost their satisfaction. Like good customer service, a good FAQ page can help encourage those prospects to contact you when they decide they need the types of legal services you provide. 

3. Manage client expectations.

Some prospects may have certain expectations when it comes to working with a lawyer. For instance, a prospective client for a divorce lawyer might expect the process to take only a few weeks. However, depending on their situation, it may turn out that their divorce ends up taking several months to complete. 

You can use your FAQ page to manage client expectations, which can help to avoid surprises later on. For example, you might include a few FAQs regarding fees, timelines, or what to expect during an initial consultation. 

4. Build trust with potential clients.

A person looking for a lawyer is also looking for someone they can trust. An FAQs page that addresses prospect questions and shows that you understand what they’re going through is a great way to start that trust-building process. 

When it comes to building trust (online and in-person), being transparent is essential. Providing honest answers demonstrates your authenticity, educates your potential clients and helps them to feel more comfortable with your law firm. Establishing that trust can increase the chances of your prospect hiring you if they decide they need a lawyer.

5. Demonstrate your practice’s expertise.

People often turn to law firm websites when they need legal advice. While your area(s) of practice page can tell them what you specialize in, it doesn’t necessarily demonstrate your expertise. One way to achieve that goal is through your blog content. Your FAQ page can also help. For instance, if you’re a DUI lawyer in Georgia, providing answers to specific questions regarding the laws in that state showcases your knowledge on the subject.

Showcasing your expertise through FAQs, especially in a way that’s easy to understand, can assist in establishing trust with your potential clients. At the same time, those answers can give a glimpse into the specific legal services you provide. 

6. Gain a competitive advantage.

Not every lawyer has an FAQ page on their firm’s website. Creating a well-organized, optimized, easy-to-understand FAQ page can give you a significant advantage over your competition.

Providing clear, concise answers to the exact questions your prospects have lets them know that you know what you’re talking about and that you may be able to help them with their particular concerns. You’re making things easier for them and demonstrating your expertise, all before they call you. By giving them what they need (especially when your competition doesn’t) early on, they’ll be more likely to contact you rather than someone else. 

7. Save valuable time.

Have you ever found yourself answering the same (or similar) questions several times a week? Or even several times a day? Having to address the same prospect questions constantly can affect your firm’s efficiency. Creating a page devoted solely to addressing client FAQs saves your firm valuable time, allowing everyone to focus on other essential tasks like onboarding new clients and managing current client cases. 

Tips for an effective FAQ page

Providing answers to the questions you get asked most often on your law firm website is a great way to boost your SEO, show your expertise, and establish trust with potential clients. Here are a few tips that can help you create an effective FAQs page:

Gather a list of common client questions.

Start by gathering a list of questions your prospective (and current) clients ask. If you work with other lawyers or have someone who answers the phones for you, be sure to consult with them, too. 

Provide simple answers.

When drafting answers, be sure to write them as though you’re speaking to your prospects and clients. Keep the answers fairly short, sweet, and to the point. Most importantly, actually answer the question. If you have a blog post that goes into further detail, you can include a link that takes them to that content for further reading. 

Organize your FAQ page logically.

One of the benefits of an FAQ page is that it improves the user experience. Enhance that experience even more by organizing your FAQs logically. What “logical” is will depend on your law firm. For some firms, it may mean organizing FAQs by area of practice. For others, it could mean organizing the FAQs from most to least frequently asked. 

Update your FAQs periodically.

Regularly updating your content doesn’t only apply to your blog posts. While you don’t have to update your FAQs as often, you should revisit them every few months. That way, you can make any necessary changes and ensure that you’re providing the most up-to-date information possible. Periodic updates can also keep your site visible to prospects and keep you positioned as an authority. 

Consider incorporating design elements. 

Your FAQ page doesn’t have to be all text. You can add photographs or video content where it makes sense. Along with a visually pleasing page design, these elements can help boost engagement and keep the page more interesting. 

Include calls to action.

Don’t forget to include a call to action at the bottom of your FAQ page. That can make it easier for your prospective clients to get to your contact information (or contact form) without having to backtrack or search for the details themselves. In other words, it’s another aspect that can help improve the overall user experience.

Avoid common pitfalls.

When creating your law firm website FAQ page, there are a few things you’ll want to avoid, such as:

  • Too many questions. An overabundance of questions can make your FAQs harder and more tedious to navigate.
  • Industry language. Remember, you’re speaking to clients, not another lawyer. Focus on using language that any client will be able to understand quickly and easily.
  • Salesy language. The purpose of your FAQ page is to inform your site visitors. You’re showcasing your expertise on a specific subject, not the successes of your law firm.

Enhance your law firm’s website with an FAQ page.

A well-crafted FAQ page is a vital component of your law firm’s website. Addressing client FAQs allows you to demonstrate your specific expertise, which can help build trust and encourage prospects to contact you when they need your services. At the same time, the page can go a long way in boosting your overall search engine ranking, making you more visible, and increasing the chances that people click through to your site. 

Are you ready to attract and convert more prospects through your law firm’s website? Contact Martindale-Avvo to get started today!