Core values are a fundamental component in any business plan. For law firms, core values establish their mission and direct the services they provide to their clients.
Your law firm’s core values are integrated into all of the aspects of your organization. But how can you express those core values to site visitors?
Your site’s design can articulate your law firm’s mission and unique culture. These allow core values to be accurately represented in a way that reflects who you really are to your clients.
How Core Values Serve Your Law Firm
Law firms and other businesses are built upon a unique vision. Core values support that vision to create high-value services to meet the legal needs of clients.
Your law firm’s identity is rooted in its overarching principles. But this won’t support the growth of your practice if existing and prospective clients don’t know what they are.
Although you should provide information related to your skills and expertise, it’s equally important to articulate the core values that help clients choose you over your competitors.
The core values expressed through your website establish a brand identity that makes your practice memorable and builds trust among its audience.
Core values influence the decisions that impact your law firm’s services, target market, marketing campaigns, and brand message.
Sharing Core Values With Site Visitors
Many law firms simply list their core values on their Home or About pages. But this isn’t enough to make an impact on prospective clients.
Core values must be discussed at length and integrated into all of your website’s content. More importantly, they must be expressed through the actions of your law firm and the services it provides.
Your website can offer resources that are aligned with your core values. For example, teaching others how to protect their rights is an expression of the core value of giving all people the opportunity to have quality legal services.
Your law firm’s website should also recognize those individuals within your organization who embody the core values of your practice.
Highlight team members on your website to create visibility of your core values and the people who translate them into the services your law firm provides.
A Strategy for Core Values
The first step in expressing core values to your site visitors is to identify them. Many law firms overlook this critical step when developing their marketing or web design strategies.
Identifying core values allows your organization to align itself in the pursuit of a common vision. It transcends the daily operations and provides a guiding light that directs all of your actions and decisions.
Core values should be principles that don’t change over time. So choose core values that are based on the long-term vision of your practice.
Take the time to evaluate your existing core values. Look back on the actions you’ve taken with regards to your law firm’s marketing strategy and goals.
Are they unique to your practice? Are they congruent with the actions of your entire team? This gives you a starting point for improving upon your existing core values and creating new ones.
It’s also a good idea to look to other organizations whose success you’d like to emulate. What core values do they represent? How do they express those values through their website, content, and services?
Establishing core values helps you express them to site visitors while attracting users who are more likely to purchase your legal services.
If you have questions on how to express core values to site visitors, let us know in the comments below.
Establishing the right core values for your law firm and integrating them into your site’s design gives you a competitive edge that improves your branding and marketing results.