Create Powerful Content that Converts to Clients
The biggest problems law firms have people make when designing their website is that they build it to look pretty, but don’t really tell you exactly what they do, or why you should hire them. Worse, they view it as an ‘electronic business card’ where they don’t put any time or energy into the content or appearance of the site. Whether you are a Defense, or Plaintiff side attorney, you need to have a professional looking website, and one that is rich with unique information about you & your firm.
Think about it this way: When a client is referred to you, what are they going to do? They are going to Google your name. And what will they find? Does your site even come up? If it does, then does your site they come to tell the story you want it to say? More often than not, it doesn’t. I’ve said this before, but it bears repeating: More people will come to your website than will ever walk through your front door. So make sure your site portrays you in the light you want to be seen in – and portrays you with the expertise in your field & reassurance that you can help that referral, so you get the phone call!
In my opinion, the most important aspect of your web site is the content the visitors see. This is critical in bringing people to your site and keeping them there. If the visitor is looking for a Business Litigation Attorney in Century City, and you cannot convey that to them quickly and effectively within 13 seconds or less, they will leave. Here are some vital tips that you want to consider whenever you are creating text for your website:
Content Is Key: I know in print advertising, ‘less is more’ prevails. However it is the opposite on the internet. Put as much information about each specific practice area you provide, and even deeper with information about the specialties within that practice area. Make it clear & concise what you do and detail out specific examples of some successful ‘business disputes’ or ‘contract dispute’ cases you have handled for your clients.
Build out Sub-Pages: Many people think that their Home Page is the most important page, and sometimes it is. However for most legal websites, the Home Page accounts for only 25% of the sites overall traffic. People will come to your site in many different ways, through your “Child Custody” page rather than your “Family Law” Home Page. Take as much time and effort to build out these pages as you do for your home page.
List your Accomplishments: When someone comes to your site, they want to be reassured that you are an expert in your area. Put your AV Rating on your site, highlight your memberships to various bar organizations, have a testimonial section on your website, highlight any seminal cases you are a part of. All of these things build trust along the way from the time the visitor first sees your site to the time they call you.
Include a Call to Action: Tell the searcher what to do. It can be as simple as “Call today for a consultation” but it has to be there. You’d be surprised how many sites don’t have a call to action. Every page needs to have a call to action, not just the home page. And tell the visitor how they will benefit by contacting you.
Clearly Display your Address & Phone Number high on the Website: You would be surprised to find that some websites don’t even have their phone number on the home page – or have it buried at the bottom in smaller type. Don’t make this mistake. Make it easy for the visitor to contact you. Put your email address there too.
Frequently Asked Questions: Including a FAQ section helps educate potential visitors, and cutting down some of the ‘what do you do?’ phone calls that eat up time and resources to your office. Great ways to grow this FAQ Section is to Blog about a FAQ topic a week and include that content to your FAQ section. Within a few months, you will have created a rich informational section to your site. Added Bonus: The initial blog posts will get picked up by the search engines!
Firm News: If your firm has any local cases that have been covered by the news, have any favorable verdicts or settlements, or have any articles published recently, put them on your site. Brand yourself as an authority in your field, and promoting the notoriety of your firm is important.
Two last things to consider: 1) When writing content for your site, determine the image you want to portray. Do you want it formal, or informal? Some lawyers want to send the message that if you call; you will talk directly with that attorney. Others want to portray an image of being larger than they actually are. Determine the theme and stick to it throughout. 2) Make your site easy to use. Put Navigation bar along the top area so people can navigate your site easily. Also put navigation bars along the side so once they read deeper into the text, they don’t have to scroll to the top to go somewhere else. Easier & simpler is better. Hope this helps!