Your website represents the front door to your practice. How many people swing in your door and swing back out within three seconds? Is your law firm website currently setup to convert online visitors into cases?
Follow the seven steps below when designing your next law firm website.
Make sure that the website theme you choose is responsive on all mobile devices including tablets and smartphones. To test if your current website is mobile responsive use the Google Mobile Friendly Tool. Simply enter your domain name in the box. The tool will tell you if your website is mobile-friendly and show how your website looks on mobile devices.
Add a blog to your website. A blog accomplishes a couple of different things:
It meets the criteria that Google has for sites that produce fresh, relevant content. Each blog post counts as an additional page to your website and Google rewards sites that are rich in relevant content by giving them more authority on the Web.
If blog posts are created strategically for search engine optimization purposes, they can also rank on page one of Google and other search engines. For law firms that have been blogging for over a year, it is common to rank on page one of Google multiple times for the various keyword phrases.
A blog positions you to be the leading authority in your practice area niche. The more content you produce, the more you will get found online by your potential clients.
Add a lead magnet to your website. A lead magnet is a document that provides valuable information to your target audience. In order to receive access to download the PDF or get the PDF mailed directly to their mailbox, the person has to enter their email address. Once the person has opted in to your email list and agreed to receive correspondence from your firm, you can continue to stay in touch by scheduling automatic emails that provide value to your target audience.
Have distinct pages for each practice area as well as sub-practice areas. By having a distinct page that talks about one practice area, it allows you to tailor the content to focus on that one area and the search engines prefer that your site content is relevant to your page name. Make sure that the images on that page tell a story without saying a word and are not the usual, generic scales of justice, pillars and law books. Google cannot read images, so it is also important that all of your website images have ALT tags (a unique title and description, which describes what that image is about).
Do you have a call to action? I have seen so many websites where the phone number is hidden somewhere toward the bottom of the website. If you don’t tell your potential clients how to reach you, they won’t reach you. Your phone will not ring and your inbox will not have any case evaluation form requests. Ensure that your website has the firm’s contact number in the header and placed prominently on the website. Furthermore, make sure that the phone number is on every page of the website, not just the “Contact Us” page or the footer. Your law firm’s phone number should also be in the last paragraph of every blog post. Perhaps your audience finds your blog post insightful and has some legal questions for you; don’t lose that precious lead to your competition.
Link your social media pages to your website. Social media integration is another important factor that Google looks for on websites. Google rewards sites that link to social channels such as Facebook, LinkedIn, YouTube, Twitter and other popular social sites. It is important to note that simply linking to the social sites in not sufficient. It is also important to have a social media posting strategy and schedule in place to consistently post on social media sites everyday.
Add a live chat feature to your website. Live chat increases both conversions and customer satisfaction. When it comes to legal matters, consumers want instant gratification. They want to talk to a live person immediately. An important aspect to remember is that while your office may close at 5 p.m., your prospect may want to speak to someone after normal business hours. Positioning yourself to receive that live chat lead directly to your cell phone after hours may make the difference between retaining a million-dollar case that you may have otherwise lost.
Invest in your practice by spending some time to assess if your current website is conversion friendly. Take out your smartphone and see with your own eyes how others view your site when they are searching for an attorney on their mobiles devices. Sometimes, a few simple tweaks can make a huge impact on your practice. Dedicate two hours a month to work on your marketing. Dimple Dang