One of the easiest ways to reach potential clients is to create a high-quality legal website. It’s a great way to showcase your firm, its strengths and the attorneys in it. Today, a great deal of lawyers maintain their own websites, however, many are neglecting key site functions that clients desire.
Revamping an outdated website can be quite time-consuming. Yet, leaving a site in a state of inadequacy can hinder leads and, thus, income.
In this article, we look at six crucial components that can assist in creating a great website.
Speed: Having a rapid loading speed is crucial when trying to retain potential leads. When a new prospect accesses an attorney’s site for the first time, it has about five seconds to keep them engaged. Most people have little patience for slow technology. Nothing will stop them from hitting the back button and going to a competitor.
Visual: We are visual creatures. People respond better to visual information and retain it longer than text. How an attorney’s website looks is critical in conveying what they want potential clients to remember about their firm. Be sure that the website has content that your target audience finds not only valuable and helpful but also visually stimulating.
Navigation: A website should be organized and easy to navigate to ensure that future clients can quickly find useful information. No one has the patience to wade through countless links to get to necessary information. When navigation isn’t straightforward, potential leads are quickly driven away. Creating a user-friendly and well-organized website will retain visitors and increase an attorney’s return on investment.
Also important is making sure your law firm’s website renders well on mobile devices (i.e., has a “Responsive Design”). If attorneys don’t have a site optimized for mobile devices, they’re telling many of their website visitors that they don’t need the new business. Without a responsive design, your website will be hard to read on mobile devices, requiring the visitor to pinch and zoom in order to clearly see information. The links and buttons will also be nearly impossible to use as they were designed for little mouse clicks and not chubby fingers.
Just as important is your site’s SEO (Search Engine Optimization). Discoverability is important and Google Page ranks are key in the website game. Two critical SEO elements are the Title Tag and Meta Description. Both are displayed on the SERP (Search Engine Results Page). If you’re not properly utilizing these elements, the way your law firm shows up in search engines is up for grabs and may not bring any potential clients your way.
If you’re not measuring how your website is performing you may as well not have one. Analytics software takes very little time to install and will most likely be free. Analytics allow attorneys to obtain information ranging from how many visitors are coming to their site within a given time frame to which browser clients are using to access it.
In this day and age, all consumers expect a social media presence and website integration. Your site should make it easy for visitors to connect with your law firm and its attorneys on Facebook, Twitter, LinkedIn, Google+ and other social media platforms. Remember that social media links allow your current clients to share your firm’s name with other prospects who may have never known about you otherwise.
CALL TO ACTION:
Lastly, there should always be an eye-catching, clickable graphic that will transform a visitor into a lead and eventually a client. Whether it be the opportunity to sign up for an informative newsletter or download a free ebook, your law firm’s website needs a Call to Action.