By Doug Stern and Vanessa Schaefer
You may have noticed that many law firms, architects and other professional service web sites look and sound a lot alike. They say the same things. “We do the best work, we went to the best schools, and we care the most about our clients.”
Other firms and practices, however, set themselves apart and make their sites more engaging by sharing stories about how they’ve created value for a client. So, instead of merely asserting your capabilities and value, client stories demonstrate them.
The question is, How do you present a great client success story? How do you write, format and illustrate an engaging description that relates to a client’s problems and needs at least as much (or more) than it talks about you and your strengths?