In today’s competitive legal marketplace, it’s necessary for law firms to find ways to differentiate themselves from competitors and to highlight their own practice. For most law firms, this means revamping the firm’s website design.
Your firm’s website performs many functions: It’s often the first time potential clients will see about the firm, so it acts as the “face” of the organization. A firm’s website also needs to be functional, both in terms of the user’s experience as well as its ranking within search algorithms. It is also one of the firm’s main lead generation mechanisms, and is crucial for client acquisition purposes.
Success here hinges on many different factors, which can easily be controlled and improved. Here are some of the best law firm website practices to implement:
Less is Definitely More
Legal writing is supposed to be focused on brevity and clarity. Yet surprisingly, many law firm websites tend to be full of dense legal verbiage that looks good to other attorneys, but is practically useless for generating leads. This often spills over into the image design and website layout — pages can be cluttered with too much information and too many visuals.
The problem is, a cluttered website layout can be off-putting for prospective clients, and can hamper their ability to find information on your pages. Even worse, they might simply bounce to another site if they feel that a site is too messy. A sleek, minimal design is preferable for both aesthetic and practical lead generation purposes.
Showcase Practice Areas and Services
When it comes down to it, your law firm is selling services, and your future clients should be able to easily identify what services your firm offers. Be sure your website navigation menu provides easy access to your different focus areas or practice areas — prospects shouldn’t have to dig around the site to learn what you do.
Besides the website menu and page content, a superb way to showcase the firm’s services is through client testimonials. Previous clients have the best feedback in terms of both the quality of legal services as well as the personal care that a firm can offer. There are many options here —you can have a page dedicated for testimonials, or they can be sprinkled throughout the website in relevant places. Make sure the testimonials “pop” and stand out on the page.
Consider User Experience
User experience, or “UX”, refers to the overall way that a visitor is able to interact and engage with the website pages. For a truly good user experience, the site needs to be able to meet the visitor’s needs without creating additional fuss. For instance, scrolling should be seamless, information easy to find, and the content engaging and useful.
UX is influenced greatly by the user’s emotions and overall “feel” about the website. Brand loyalty is based on these types of emotional responses, so ensuring a positive user experience is necessary to keep clients coming back for more.
Be Sure to Include Ample Conversion Points
Imagine if you were trying to buy a product on Amazon, and there was no way to check your item out. Can you imagine how frustrating that would be? The same thing can happen on a law firm website. Imagine a prospective client visits a law firm’s website, and the page they’re on doesn’t have a phone number or a contact form to submit a message.
This is called a lack of conversion points on a page, and you’d be surprised at how common it is on legal websites. Lack of conversion points can absolutely kill online lead generation for law firms. Sure, the website’s home page might have a “Contact Us” area in the menu, but that’s not enough. Every page needs to have a place where the reader can convert.
Other factors that can hamper conversion rates include:
- A lack of calls-to-action within page text
- No touch-to-call capabilities for phone numbers that are listed
- Slow page loading time (people often just leave the site if the page loads too slowly)
- Website is not mobile-friendly (sites often behave much differently on mobile than on desktop)
These are just a few of the best law firm website design practice that can improve conversion rates and help jumpstart client acquisition efforts. However, in order to truly reap the benefits of online lead generation, websites need to be constantly updated and improved.
Online legal lead generation can be complex, and many firms don’t have the time to devote to the level of monitoring that is needed for success. Contact us today at Flashpoint to discuss options that to ignite your sales campaigns.