The average consumer will decide whether or not your web page has relevant information within the first 10 seconds. How do you convince a potential client to stay on your page? It comes down to a few basic types of content you need to have on your law firm website.
What To Have on Your Law Firm Website
A law firm’s website is the most influential and important tool for the acquisition of new clients. As the digital footprint of your business, a website should be both aesthetically pleasing and purposeful. It must communicate that your company and its services are competent, trustworthy, and most importantly, relevant to the client’s needs.
Areas of Expertise
When a potential client comes across your site, whether through social media, PPC, or organic search, they are first and foremost looking to verify that you can help them with their particular issue. Make sure that the types of law your practice are immediately displayed within one click. Visitors to your site should not have to visit multiple pages to realize your area of specialization. (Pro tip: use the “3-click rule” – visitors should never have to click more than 3 times to find the information they’re looking for.)
Speaking of areas, be sure to include the location(s) in which you operate. If you’re located in a certain state but can operate in several, make sure that’s clearly communicated. Do you specialize in certain locales? Are you willing to travel? The location you serve should be immediately made clear to a visitor to your site.
Once a visitor has confirmed that your law firm performs the type of law that they’re in need of, it’s time to establish trust. Use this type of content to humanize your firm and display competency. Your firm profile should paint a detailed picture of who you are and what you can do for the client. Highlight your credentials, past experience, the firm’s values and any accolades received to increase credibility.
The idea that a picture holds a thousand words is as relevant to a legal site as it is to retail. Pictures of attorneys and staff are also significant in establishing trust with a potential client. Give them the opportunity to put a face to a name and build familiarity with you and your staff. Familiarity breeds trust and trust is by far the biggest barrier any enterprise must be overcome when turning a lead into a customer.
Social proof is incredibly powerful when establishing trust. No matter how impressive your background or extensive your experience, testimonials from previous clients serve as reassurance that you are qualified and capable. With an abundance of options at a potential client’s fingertips, these testimonials are often the deciding factor when choosing one law firm over another. Regardless of what form your testimonials take, make sure they are readily visible within the first click.
If all went well, your visitor has become a veritable lead that is ready to take the next step and contact you. You have assured this potential client that you are qualified, capable and available to assist them in their legal issue. Not only do they trust your expertise, but they trust that you will not abuse their contact information.
A quality site will have several methods of contact and display them prominently throughout the site. Have contact forms readily available throughout your site and only ask for the most pertinent information. Minimize the effort needed on the visitor’s part and keep contact forms short. This will reduce the chances of them abandoning your site.
Although seemingly simple elements, those are the most important types of content you need to have on your law firm website. By optimizing those four aspects of a site, you can quickly convey the information that’s most relevant to a potential client.
Need assistance with the creation of your law firm’s website or looking to improve the user’s experience on your page? The experts at Attorney Business Consulting specialize in digital marketing for law firms and lawyers. Take advantage of our free consultation and contact us today.