Historians refer to our current times as the ‘digital age’ or the ‘new media age.’  The reason for this is obvious—at no other time in human history have we put so much of ourselves and our lives online, or in a digital format, for the world to see.  Clients are more likely to search for a mediation professional online than through other more traditional forms of searching, like the phone book or even word of mouth.  For this reason, whether you agree with it or not, a company that has not focused on a professional website is a company that, for many, will not be taken seriously.

You should think of your website as a more modern version of your business card. You will use it to reach thousands of potential clients and it will open doors for you when you seek to grow your business. The caliber of professionalism and the quality of your services will be judged by many based solely on your website, so you should also think of it as a first impression—and in many cases, the only impression—that potential clients will have of your business.

So take a minute and sit down with your partners or key staff members and ask yourselves—what does our website reveal about our business? Here are some “tough love” questions to get you on the right track of thinking:

1. Are there spelling or grammar problems with the content?

You would be surprised at how many businesses, even law and mediation practices, have spelling and grammar errors in their online content. This means that from the beginning, the discerning potential client will automatically avoid calling you because, put simply, you are letting them know from the onset that you are not the kind of mediator who “dots all his or her ‘I’s and crosses all his or her ‘T’s.” Having a professional editor look over your website to fix these errors will cost a little but will save you thousands in lost clients.

2. Is there too much content?

This is another common mistake that businesses, particularly law-related ones, make. Too much content not only makes the website look sloppy and unprofessional—it’s also wasted effort because most people won’t read it. Think about it: when you ‘surf’ the internet, how long do you tend to stay on a website? 5 minutes? 10 minutes, at most? What would you say if we told you that according to research, most internet users stay on a webpage for a minute or less? That’s certainly not enough time to read the pages and pages of content you have. Pare down the content and stick to only the basics of whom your mediation practice serves and why you are the best. If a client wants to know your life story, they’ll ask you in person.

3. Does the look and feel of the website reflect the main traits of your business?

If you want potential clients to see you as a professional mediator who is successful, make sure this is reflected in your website. A website that is full of errors, difficult to read and difficult to navigate will reflect poorly on your business. So take a good look at your online presence and ask yourself: what does your website reveal about your practice?