That's why the smart money invests little in the first few "drafts." Version number one, two, or even three might not generate the outcomes needed.
Usually the major revisions have to be done on the landing or Call To Action (CTA) page.
In addition, as the new year approaches, one other priority is your Media Center. If you don't have one, then you have to create a slot for it on your website. If you have one, then you have to continually re-think if it's your workhorse for influence, branding, and actual sales.
Media Centers go by a variety of names. For the Jones Day Pittsburgh, Pennsylvania office its media center is labeled "News and Knowledge." Here you can visit it.
But whatever you want to call it, your media center is necessary for several reasons. The top ones include:
- It's become standard, that is, expected for a sophisticated provider of professional services. Its absence can signal that you don't recognize its importance, that is you're out of touch. Or you don't care enough to provide visitors what they want.
- It positions and packages your story in a brand-enhancing manner. Whatever is associated with the media has clout. That's just the way it is. It's irrelevant if what's in the media center duplicates some of what's already on the website.
- It is a convenient source for media, both establishment and new, to check you out. That's usually done before they decide to do an article on you.
So, what do you put in the media center? Essentially, frame that process as creating your online press kit. These are the basics:
- Table of Content. This helps visitors navigate.
- A brief overview of your law firm. Hammer what makes your firm unique, that is, differentiates it from the competition. It should address all the usual questions: When, where, why and how. Mission and milestones should be included. This must be brought up-to-date regularly.
- Lawyer biographies and photos, if your website doesn't give those enough exposure.
- Brief description of your practice areas.
- Links to media coverage, print, digital and video.
- Press releases
- Frequently Asked Questions And Answers. This provides media with the “party line.”
- Possible interview topics. This clues media into how open you will be in an interview and that you won’t “stonewall.”
- Direct contact information. Provide all the ways the media can get in touch immediately, including after-hours. Media operate on tight deadlines.
Tone? That depends on your branding. The fit should be perfect. You are your media center.