Since the COVID pandemic, over 50 percent of attorneys say they are worried about the success of their firm. Nearly 75 percent say marketing and attracting new clients is a major problem.
Today, the majority of potential clients will start their search for legal representation online. To reach this audience, your law firm needs a website that is easily found online and optimized for today’s user expectations.
How can your law firm stand out in this uncertain time? Making sure your website includes each of these core items will go a long way.
Your Law Firm’s Website Needs to Be Easy to Navigate and Look Good on Both Desktop and Mobile
If potential clients can’t easily get around your website, they’ll quickly become frustrated and move on to another website. The average website visit lasts less than one minute. In fact, many users will only initially stay on a site for 10 to 20 seconds before deciding to explore further or bounce to another search result.
To determine if your website is easy to navigate, think like a potential client. Would someone looking for your expertise be able to quickly get the information they need to like, trust, and hire you?
Consider asking for the honest opinion of your friends and family. Have them look at your site and tell you how easy (or hard) it was to navigate on a computer, a tablet, and a mobile phone.
This is a perfect transition to another related topic mobile responsiveness.
For many practice areas, the majority of your search traffic will come from mobile devices. That means it’s critical to have a website that looks good and is easy to use on a mobile device.
Your Law Firm’s Website Needs to Load Quickly
Website visitors are increasingly impatient. Google understands this and has begun to place a greater emphasis on ensuring your website loads quickly for users on both computers and mobile devices.
Sites that take too long to load or load aspects of the page incorrectly produce a far higher bounce rate than those that load quickly.
If you want to know how your website is currently loading, Google offers this free PageSpeed tool you can use.
Your Law Firm’s Website Needs to Allow Clients and Potential Clients to Easily Contact You
I always like to break user contact behavior down into two buckets: those users who prefer to pick up the phone and call you and those who prefer to fill out a form online.
Is your firm trying to target one action over the other?
If so, is it optimized for that experience?
We strongly suggest that most firms should have a website that includes clear calls to action for both. This means your website should prominently display your firm’s phone number and ensure that it’s clickable for mobile users, and also include easy-to-use intake forms for potential clients to request more information or schedule a consultation with your firm.
Your Law Firm’s Website Content Needs to be Locally Relevant
Does your website include local pages?
For most practice areas, we recommend that your site include pages that discuss the legal process in the geographic area where you take clients. Even though the law may be uniform throughout a state, towns, municipalities, and counties will have locally specific information such as courthouses, typical time a matter will take from start to finish, etc.
Potential clients tend to think (and search) using local terminology, as well. Rather than searching for “real estate lawyer arizona”, potential clients tend to focus more on where they live and/or need legal assistance. Think “commercial real estate lawyer in scottsdale arizona” instead.
Local searches tend to convert at a higher rate and produce better aligned clients. Make sure you have pages on your website that target your clients in a local way.
Your Law Firm’s Website Content Needs to be Relatable
As an attorney, it’s easy to forget that many people don’t understand why statutes matter — or what statutes even are, for that matter. It’s critical that the words on your website meet your potential clients where they are. Clients want to be spoken to in a way that they can understand.
If you find yourself defaulting to “legal language” on your website or have someone who is suggesting you do, take a step back and think about what you’d like to see if you had a medical condition that you wanted to research online:
Does the Latin term for your ailment help you feel better? Does it put you at ease? The same concept likely applies to your potential clients as well. They want to know what will help them reach a desired resolution and what that will entail.
You Law Firm’s Website Needs to Demonstrate Your Passion and Expertise
More than 70 percent of internet users say positive reviews and testimonials make them trust a business or firm more. Including your best and most engaging reviews directly on your website is a fantastic way to increase credibility with your potential clients.
It’s also important to make sure you contextualize your greatest wins. Your previous successes as an attorney provide social proof for your potential clients that can increase their confidence in your work, encourage them to engage you, and ultimately hire you.
Brief narratives that help potential clients read your previous results with themselves in mind will increase your chances of converting that lead into a paying client.
Your Law Firm’s Website Needs to be Easy to Update Anytime, Anywhere
If we learned one thing in 2020, it’s that things can change incredibly fast. Law firms need to be able to change any of their website content (as well as and the look and feel of their website) whenever they want.
If your firm currently has to request changes to someone else, you’re putting yourself at risk in times of crisis or when something at your firm needs to be changed urgently.
If Your Website is Missing Any of These Items, Now is the Time to Make a Change
The LawLytics platform is built specifically for small law firms that want to ensure they have a reliable, cost-effective law firm website. It includes everything you need to market your practice online.
If you’re not already a LawLytics member and want to see how the platform includes each of these seven critical elements, use the form below to book an interactive demo with a member of our team.
Book a free 20-minute online demo!
Any Questions? Contact the Author
Dylan Hendricks runs the marketing and sales efforts at LawLytics and has more than a decade of digital marketing experience. If you’d like to ask a question or share your thoughts on this blog post, email Dylan at [email protected].