Your law firm website represents the front door to your firm. When is the last time you took a moment to update your current website- You may want to check to see if your current website is mobile responsive on all devices, including all versions of the iPhone and Android devices. In April 2015, Google rolled out their Google mobile responsive algorithm, which now has a significant impact in Google Search results and represents a ranking signal for websites worldwide.
A study conducted by Comscore showed that desktop usage stayed pretty consistent in a comparison of results from Q4 2014 to Q4 2015. However, it showed that mobile usage increased in search volume.
Some important factors to consider when redesigning your website include:
Mobile Responsive. Ensure that the theme utilized for the website will be responsive on all mobile devices. I recommend the Avada theme which is used for WordPress websites.
Lead Magnet. Create a lead magnet to collect email addresses in exchange for providing a document with information that is valuable for your potential clients.
Grow Your Email List. Design your website so that you can grow your email list. This can be done by integrating a lead magnet or having an email capture on your website.
Multiple Pages. Have a different page for each practice area and sub-practice area. This is important because your chances of showing in the search results for a particular niche will increase. It is also a best practice for the purposes of search engine optimization (SEO).
Focus on SEO. Make sure that your website is built with SEO best practices, such as unique meta title and description on every page, ALT tags behind every image, on page SEO and relevant content.
Updated Headshot. Have a professional, current and modern looking headshot. If your headshots are outdated, invest in a professional photographer and have some professional shots taken indoors and outdoors. Images are important in building that connection with your audience.
Original Content. Never use duplicate content. Google penalizes websites that have duplicate content and as a result your websites will stop showing up in the Google search results. The best practice is to have a content writer write original copy.
Make Sure Your Website Has a Blog. A blog is important because it serves the purpose of posting fresh, relevant content to your website. If blogs are written strategically for SEO purposes, they can rank on page one of the search engines.
Linked Social Media. Don’t forget to link your social media channels to your website. The most common social channels that are relevant to law firms include LinkedIn, Facebook Business Page, Twitter and YouTube. It is important to keep in mind that simply having your website link to the social channels is not enough; it is important to actively post on these channels.
Include a Call to Action. Make sure you indicate what action you want someone to take when they are on your website, such as call for an appointment, fill out a form for a case evaluation, or send an email.
Incorporate Live Chat. Live chat has been proven to increase the number of leads that are generated from websites. It is best to consult with a marketing strategist to find an option best suited for your law firm’s needs.
Set up Remarketing. Remarketing is a way to target your ad to show to anyone that has visited your website recently. For example, when someone visits your website and then a few hours later, browses on a divorce advice website and happens to see your ad.
Website Ownership. When shopping for a new website vendor, make sure that you will own the website outright and that you are not getting charged a huge monthly fee just to maintain the website.
Having a website that is current, represents your brand, expertise and is responsive on all devices is essential in converting your referrals into clients as well as generating new cases. Many law firms have multiple websites to target specific practice area niches and attract ideal clients to work with them. Your website is the first step to an overall effective marketing strategy. Make sure your website represents your brand and legal expertise. Dimple Dang