On your website, don't say "we get you results," or "we have compassion" — show it in the voice and tone of your content and by explaining why your firm is the right choice.
We recently looked closely at two family law firm websites side by side, and the gap between them was instructive. One opened its “why choose us” page with two plain, specific priorities: maximize your time with your kids, and protect your money. The other opened with “quality, responsive legal service” and “faster results.” Read those side by side and it’s obvious which one actually tells you anything.