I saw a bumper sticker on a car the other day.

It said….

The Shortest Distance Between Two People is a Good Story.

True statement, isn’t it.

We all enjoy stories….and so do your clients.

So, why not do yourself a favor and check the content on your website.

If it’s the typical boring effort that most web design firm’s slap on a website….change it….and tell a story.

Here’s a snippet from a web page for one of my newest clients – a PI attorney that has had some success in the past representing clients that were injured in accidents involving semi-trucks.

Several years ago, I was contacted by the paternal grandmother of a 6 year old boy whose mother, maternal grandmother and 2 year old brother had been killed after their car was struck by a semi-truck.

The truck driver had choked on hot coffee, lost consciousness, and crossed the median of I-75 in Northern Kentucky.

As you can imagine, she was extremely upset. The reason she called me was that she was now the young boys’ guardian and really didn’t know what to do.

At a time in her life when she should be planning her retirement, a horrible accident meant that she would be raising this young child.

And as you would expect, she had many questions and concerns.

She wanted to know how she was going to care for her grandson.

What was she going to tell him when he asked “Where’s Mommy” or “When will I be able to see her”?

She was concerned about how she was going to going to pay for his education.

And her biggest fear – What would happen to her grandson….if something happened to her? Who would take care of him? What if Grandma couldn’t take care of herself and this young man had to do it as a teenager? What would happen if Grandma was no longer around?…..

He then goes into a bit of detail on how he handled the situation and what he does for new clients.

So tell me….If a potential client looks at a couple of websites and see’s the typical content on law firm sites….and then see’s this guys, what do you think will happen?

I’ll tell you what happens….the other law firms don’t have a chance in hell at getting this client.

You have between 10 and 15 seconds to build some trust with your visitor….and by using a true story that targets the PC’s emotions and makes it crystal clear that you understand what’s going on in their life….you can do what none of your competition is doing.

So….tell a story. Your bottom-line will thank you.