Why an effective FAQ page matters

How FAQ pages benefit law firms 

For your law firm, the benefits of an effective FAQ page are two-fold. FAQs provide legal consumers in need an easy and immediate way to access answers to their burning legal questions while positively impacting your firm. Let’s look at how.

FAQs are a time saver

Frequently asked questions shift the responsibility of answering legal consumers’ questions from you and your firm’s staff to your website. Rather than being peppered with calls and emails about basic questions, FAQs give legal consumers access to helpful and sound information without having to rely on a response from someone at your law firm. 

FAQs position you as the expert

Well-crafted FAQs provide a platform for you to showcase your expertise. For example, say you’re a personal injury attorney in Minnesota. Answering questions like “what damages can I recover for a personal injury case in Minnesota?” and “what is the statute of limitations in Minnesota for a personal injury case?” help highlight you as a leader in your respective practice area.  

FAQs improve SEO

Not only do legal consumers in need find FAQ pages helpful, but so do search engines. FAQs that discuss specific legal issues signal to search engines that your website is a good resource for information on that topic. This means that search engines are more likely to serve up your website when a legal consumer asks a question that your site answers.  

FAQs build trust

Providing FAQs on your website is a great way to establish trust with readers from the very beginning. When done well, FAQs can demonstrate your empathy and that you understand the challenges your clients are facing.

Additionally, FAQs are a good place to include more general information and details about legal fees and a nod to the value clients receive when they hire your firm. Being upfront about your fee structure or initial consultation information can help set the stage for what can sometimes be an uncomfortable conversation about your legal fees.

Best practices for FAQ pages 

At the center of all great FAQ pages is authenticity and value. Think of your law firm’s page as a helpful guide for people who need information. They may not be ready to contact an attorney right away, but they may wonder if your firm is worth calling. 

FAQs are not the proper place to pitch how great your firm is, but they are an excellent place to demonstrate your law firm’s legal chops and value. As you’re writing FAQs, keep the following tips in mind. 

Get in the heads of prospective clients

The most important part of any FAQ page is providing answers to questions that prospective clients are likely to ask. Go through your firm’s emails and contact forms to see what common questions rise to the top. Understanding what considerations prospective clients have before hiring an attorney is a crucial first step towards success. 

Stay focused

Don’t try to do too much with your FAQ page or you’ll lose potential clients. Instead, focus on answering a handful of questions well and stick to those subjects. Group the top questions your firm receives accordingly, making the page easy to navigate and read. Also, remember that this is not the platform for marketing messages. The last thing someone wants to read is an FAQ page that only praises your law firm. 

Be authentic

The purpose of a FAQ page is to provide helpful information, so write with legal consumers in mind. Using a conversational tone and showing empathy can help a legal consumer feel more comfortable and secure and build the foundation for a trusting client-attorney relationship.

Include a call to action

If FAQs provide the perfect platform to offer helpful answers, a strong call to action (CTA) convinces a prospective client to contact your law firm. Make sure your CTA prompts and encourages communication for those who need help navigating and resolving a legal matter.

Need help creating a professional website and FAQ page? Contact FindLaw today.