[author: Vondrea McCoy]
We all know that websites are a key part of a business today. In an increasingly digital landscape, a law firm’s website is its virtual storefront. Too often, law firms pay a lot of attention to design aesthetics and not enough time to the many other factors that turn website visitors into qualified leads. In this blog, we will provide an overview of the lead generation characteristics of powerful websites. Keep reading for some proven lead generation boosters that can not only increase conversions, but also increase your site’s trust factor and authority.
To be found first
Even the best website won’t do much for your law firm if no one can find it. Your law firm’s website should be designed with search engine optimization in mind. Search Engine Optimization (SEO) is the process of maximizing the number of visitors to your website by ensuring that the site appears at the top of the list of results returned by a search engine.
1. Create inbound links:
Off-page SEO is basically building inbound links, which means other quality sites are linking to you. The more inbound links your site has, the more important your website should be (according to search engines). To get more inbound links, try submitting your website to online directories, focusing on high-quality content, and avoid buying or bartering links.
2. SEO on the page:
This part of SEO focuses on including keywords in your copy. Elements to focus on include titles, subtitles, body content, image tags, and links. Be sure to focus on humans first and search engines second.
3. Title tag and meta tags:
These domains are no longer as important for SEO as they used to be, but are still worth considering. Most content systems allow marketers to edit these sections without code.
4. Solve the fundamental problems:
Core issues like slow load times, server errors, broken links, and poor quality images can all impact your search engine rankings. This is why law firms should perform an SEO audit every 6 months to ensure that no errors have gone unnoticed on the backend.
You can register for free here.
Focus on user experience
You want your website visitors to stay on your website. The majority of traffic tends to leave a website without navigating to other pages. Improve user experience and reduce bounce rates to ensure visitors spend more time on your law firm’s website and get into your sales funnel.
5. Create a first impression:
Right away, you need to prove that your law firm is credible and trustworthy, as well as professional. Avoid chaotic mixing of colors and don’t add unnecessary elements such as flash animations or music. Create a very clear navigation structure and use fonts that are easy to scan. Make sure all design elements such as font, colors, shapes, images, and layout conform to your law firm’s brand style guide. While reviewing this may seem fussy, a clean and cohesive design lends your professionalism and reliability.
6. Use the right images or videos:
A study showed that photos of real people performed better than stock photos 95% of the time. Be sure to place meaningful images on your website and take advantage of an intentional mix of text and graphics. Try using pictures or videos of your lawyers. See: 10 video marketing examples of lawyers doing it right.
A good solid navigation structure that supports search preferences is crucial. The most important element of designing a law firm website is the ease of finding information. Therefore, we suggest simple navigation at the top of your site, adding footer navigation and providing a search box so users can find other content.
Everyone who visits your site should be able to clearly see the content, regardless of browser, operating system or device. Check reports on this through Google Analytics and test often. It’s also important to make sure your website is ADA compliant.
9. Clear CTAs:
It is essential that users have no questions about how or where to contact you. You must include clear navigation to contact us in the header that leads to a lead generation form. It is also recommended to include CTAs on applicable pages, such as service pages or blogs, so that if a user’s interest is piqued, they can easily move on to the next step.
10. Mobile optimization:
A big part of user experience is ensuring that all visitors have a positive experience, no matter what device they’re on. In fact, this past quarter it was found that just over 58% of website traffic came from mobile devices. Imagine how many leads you’ll miss if your site isn’t mobile-optimized.
You can test your site’s mobile compatibility with Google’s mobile-friendly testing tool.
Content is king
An impactful website works like an inbound marketing machine. Content is what people and search engines are looking for. It’s also what ultimately turns visitors into leads.
For any content on your website, make sure it clearly states what practices your law firm offers, what page it is on, what to do next, and why it should take the step. following on your website rather than exploring a competitor. Always include a clear call to action (CTA).
The copy should be clear and informative on all pages. Remember who your target audience is, what their needs are, and what their problems are. Then, create copy that aims to offer solutions in an easy-to-understand and user-friendly way.
12. Educate and provide value:
A good website experience is not about your law firm. It focuses on the potential customer. Offer forms of educational content such as e-books, white papers, checklists, webinars, and videos. Think about the problems your website visitors are facing and offer content that can help them solve their challenges (or direct them to a consultation). A big part of standing out in the legal space is being a thought leader. Offering helpful educational resources is essential if you want to be seen as a leader in your industry and stay ahead when your audience makes purchasing decisions.
13. Focus on quality:
Search engines are getting smarter, which means quality is more important than quantity when it comes to content. As we mentioned above, write for humans, not search engines. Also, remember to keep the content fresh, updated, and relevant.
To create the highest quality content, remember to:
- Know your audience– content should always be geared towards what your audience actually wants to see, not what is most convenient for you to create.
- Have a thorough understanding of the topics you write about– any topic you discussed should be well researched and include expert information and statistics where available.
- Edit and proofread– Mistakes and fouls are one of the fastest ways to lose credibility and lose a lead.
14. Avoid jargon:
Industry-specific terms or phrases have been overused, which can drive prospects away from your content. Verbiage like “forward-thinking” or “mission-critical” no longer has the impact it once had and can actually reduce the effectiveness of your content.
Also, always explain any legal terms used that are not common knowledge. Remember that your audience is looking for you because they don’t have in-depth knowledge of the legal sphere and need your help. Don’t make your website a confusing place.
Blogging is an essential part of a content marketing strategy. They help you create new content pages for SEO, drive traffic to your website, and position yourself as a thought leader within your space. There are plenty of tools to make the process easier, or you can work with an experienced agency like ours to create a compelling blogging program.
Always include a clear CTA at the end of every blog post so users can easily jump to a lead generation form if they decide to take the next steps.
16. Make content shareable:
Social media has exploded over the past decade. This means that it is essential that the content you create can be shared on social platforms. Add a sharing widget or plugin to your website and blog. You can use a tool like AddThis to make your content more shareable.
17. Customer Proof:
Potential clients want to see proof that you’ve done a great job for other people. Things like testimonials, case studies, and reviews are extremely valuable in persuading visitors to take the next step with your business.
You can even use a tool like Birdeye to easily add your top Google reviews to your site.
18. Other Forms of Content:
Don’t stop your efforts on written content. Many media formats can create a richer experience for your website visitors. Consider embedding things like videos, online tools (like a tax calculator), or audio clips.
Internet use has exploded and will continue to grow. Simply having a website is not enough. A thoughtful strategy around your law firm’s website design includes SEO, content, and social media to help you generate more leads. Use these tactics to generate more business from your website.
This post has been edited and reposted from August 13, 2020.