Website for a lawyer or notary: start with the problem

Stress, and sometimes shame

Nobody looks for a lawyer for fun. Someone has been dismissed, is getting divorced, is in an inheritance dispute or has received a letter that frightened them. They're stressed, and sometimes a little ashamed.

Two things stop them from calling. The costs, which are a black hole to them. And the fear of being judged. What they're looking for: someone who takes them seriously and has a clear plan.

Problems, not areas of law

Most law firm websites start with the firm. "Van der Berg Advocaten, your partner in law since 1987." A stressed visitor is looking for themselves, not your history.

So start with their problem. Name your specialisms as situations:

• Dismissed, or facing dismissal?
• Getting divorced?
• An inheritance you can't resolve?
• A dispute with your landlord?

Someone who recognises themselves reads on. Someone who sees "Employment law, Family law, Inheritance law" has to translate first.

The first screen

At the top, put your specialism, who you work for, and the first step. Does your firm offer a free first consultation or a fixed fee for initial advice? Say so here. It removes the biggest hurdle.

The button is "Book an intro consultation", with your phone number next to it for people who want to call straight away. Only use the word "free" if the consultation really costs nothing and comes with no strings.

Faces, early on the page

A client hires a person, not a firm. So show your lawyers or notaries early, with a real photo, their specialism and their memberships. Mention the NOvA (the Netherlands Bar) or the KNB (the notaries' association), and any specialist associations someone belongs to.

No gavels, scales or piles of law books. They say nothing about you, and every other law firm site uses them too.

How it works

In a few steps, explain what happens after someone gets in touch. A first consultation, an assessment of the case, a proposal with the costs, and only then the instruction. Someone who knows what's going to happen calls sooner.

The costs, before the reviews

Unknown costs are the biggest fear, so put your prices high on the page, even before the reviews:

• A range for your hourly rate, including VAT for private clients.
• Fixed prices for standard work, such as a divorce settlement or reviewing a settlement agreement.
• For notaries: rates for standard deeds, such as a will or a mortgage deed.
• Whether you work with legal aid (toevoeging), so people on a low income know whether you can help them.

"Rates on request" feels to this visitor like confirmation of their fear.

Reviews and results

Then reviews, preferably about how someone was helped. "She explained everything in plain language, and I always knew where I stood." Be careful with results: don't mention outcomes you're not allowed to share, and promise nothing about future cases.

The tone

Formal, but human. In Dutch, "u" is usual in this field, and it can sound warm: "Wij denken graag met u mee, ook als u nog niet weet of u een advocaat nodig heeft." (We're happy to think it through with you, even if you don't know yet whether you need a lawyer.) Write in plain language. Legal terms belong in court documents, not on your homepage.

Better left out

• A homepage that opens with the firm instead of the problem.
• No faces.
• "Rates on request."
• Gavels and scales.