People looking for legal help on the Internet will become someone’s client. It’s important to optimize your firm’s website to grab online visitors before your competitors do. I’ve outlined below the 7 sins of legal websites, as well as how to turn these sins into virtues.
1) Thinking it’s all about you: People come to your site with problems, anxieties and the need to feel appreciated. Make visitors feel appreciated, safe and in control by providing relevant information that they’ll find valuable.
2) No clear call to action: Few legal websites give visitors a clear next step. What do you want people to do? Call you? Email you? Without a clear call to action visitors will be confused. Tell the visitor exactly what you want them to do, such as “Call Today!” with your phone number.
3) Not having a USP (Unique Selling Proposition): Your USP describes what your firm does and for whom, what your unique value is and what the key differences between you and your competition are. Your USP should be concise and catchy and strategically placed on your website to position your firm and drive the visitor to act.
4) Having an unprofessional site: The professionalism of your website is critical to its success and its ability to generate prospects. It is important to have a well organized site that revolves around the visitor’s goals and your goal of making that visitor a client of your firm. You should have a site that is simple, uncluttered, uses high-quality graphics and uses colors sparingly.
5) Your site doesn’t elicit trust: People come to your website with fears. They have a fear of contacting you, fear of getting overcharged, fear of selecting the wrong firm etc. The job of your website is to reduce fear and elicit trust. Build enough trust and they will be more likely to contact you and become your client.
6) Poor navigation: A new visitor’s commitment to your website is low. If they can’t find what they’re looking for quickly and easily, they are likely to leave. Review your navigation and make sure it is easy to understand, easily visible, relates to the needs of your clients.
7) Not search engine friendly: While your website is about providing a quality experience to your visitor, it’s important to make your site more likely to be found. First, make sure your site includes quality content – search engines love quality content this is written naturally, yet includes keywords that people are likely to use in order to find you. Next, make sure your site is crawlable by adding a set of links in the footer as a site map. Finally, use titles, tags and meta description tags on each page that reflect the contents of each page.
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