Take control of your valuable online turf with a great ‘About Us’ page or you’ll waste a prime opportunity to define your firm’s strengths and unique niche.

What’s the most important part of your law firm’s web site? Your home page of course, but it may surprise you to learn that for smaller firms the runner-up is your ‘About Us’ page, according to Kevin Levi. He lays out some great ideas to boost the utility of this critical space in his article on Marketing Profs.

You don’t want to throw everything into one overstuffed jumble of a page, but you do need to include clear and well-crafted distinguishing messages on that precious high-profile web space. Marketing legal services to small business relies heavily on Internet searches. Once a search has brought potential customers to your site, if they’re interested in what your law firm offers they are likely to head for your ‘About Us’ page to learn more. Give them the information they need to understand what makes your firm and attorneys special. Here are four key elements on which to focus:

Positioning statement.  This is the elevator pitch that you carry around in your head. It lets readers know in a very few words (under 35 is the general rule) exactly what you do, for whom and why they want it. Being concise helps ensure that your message comes through clearly and sticks with readers.

Primary Differentiator. Here’s your chance to explain what it is that makes your firm perfectly suited to handle a potential client’s business. Do you focus on a particular industry or practice area that no one else does or is it the way you deliver your services? Do you serve a very specific client base? Whatever you do, don’t resort to generic claims of excellence or quality. Instead, focus on the most important element of your unique profile, whether that’s based on exceptional experience, unmatched skill, unusual services for a highly specialized legal market or something else. Let people know the real reason your law firm is the best choice out of the many options they find.

Secondary Differentiator. This is a chance to share more about your company’s defining characteristics. Again, limit it to aspects of your services and attorneys that aren’t likely to be shared by the competition.

Company Description.  Include objective information about your company such as location, longevity, history, goals and formative experiences.

A page with this level of description should add to and expand on the first impression readers received from your home page. Make sure what you say here agrees but also further educates instead of simply repeating what you’ve already shared. It’s the ideal place to market your law firm because almost anyone who lands here is already interested in legal services in general or your firm in particular.

To make this space even more valuable in terms of legal marketing, take the time to compare your ‘About Us’ page to those of your competitors. Pay attention to what they have to say in the four areas you’ve articulated (and if that isn’t clear, smile to yourself). You’ll know you’ve got a successful page when readers can easily determine what sets you apart from all the rest just by reading this and your home page.