Too many lawyers and law firms find themselves asking the question “How do I get my website to sell?” Seems like everyone is looking for a magical formula that will help them attract hordes of clients.
Alas, such a formula does not exist.
Let’s have a look what exactly a website means to your law practice and what can you do to attract clients online.
So what is a website for a legal practice?
The website is one of the most important elements of legal marketing and, if done right, can be one of your most potent tools to attract new leads. Moreover, you can think of it as your virtual office – a daily meeting place for potential clients.
Everyone who visits your office has his or her own set of problems and acts differently. However, after talking with them, you understand what they want. Similarly, your website visitors also have different reasons for being there. The problem is that you cannot immediately speak with them to understand what they want.
However, based on our experience we can state that the behavior of all law website visitors can be essentially broken down to 3 models. Let’s go over each one of them in detail.
He may call you
Let’s go right ahead and say that your phone number needs to be in a visible place on your website – ideally, in the site header. If you only have a header on your homepage, then you need to place your phone number on every page that your potential client may visit. If a user doesn’t easily find your phone number, he will typically not put in extra effort to comb through your website to find it. He will simply leave.
This advice can seem obvious, but nevertheless, approximately 70% of websites do not place their contact phone numbers in a visible place.
He may email you or leave a message
Not everyone is going to be able to immediately give you a call and tell you all about their problems. Some will be looking through your website at night, which will make it inconvenient for them place a call (even if you work 24/7). Others will simply like to make sure that you really exist and provide the needed legal services. Such people prefer to simply leave a message in your contact form and wait for your reply.
At this point you are probably wondering where to place your “Contact us” form. The answer is simple – everywhere that you ask or hint to the visitor to use your services. Do not limit them - it’s a good idea to always give them a choice to either write or call you.
He may leave your website
This also is a valid choice and there is nothing wrong with it. Not everyone is going to like you. You cannot possibly provide services across all legal spheres. Maybe he was distracted while he was visiting your website. In other words, there are countless reasons why someone may leave your website. Do not be upset over this fact.
By the way, there are now lots of interesting ways to reach back to people who have visited your website without completing a conversion. If you are interested in them, contact us, and we’ll share the details.
What can you do to make your visitors get in touch with you?
To get an answer to this question, let’s go over the main law firm website mistakes that can prevent users from taking desired actions.
#1 The website is too complicated
There are many things that make a website too confusing: complicated menu items, too much useless and unnecessary information, lack of clarity regarding the services you provide, hidden contact information, etc.
For example, many lawyers include review and updates of legislation on the website. What they don’t realize is that when someone looks for a family lawyer on the Internet, he is not looking to read up on the latest amendments on matrimonial law. You need people to seek you out as a professional in the field, not get acquainted with the latest legislation amendments.
Do not confuse your law firm website with law news portals. If your website is packed with such kind of information, get rid of it, don’t distract users. Your law firm website has to be simple and clear and convey to its visitors how exactly you can help them.
If you don’t have much time to deal with this, then you can outsource your law firm building to professionals. Otherwise, after creating your website, show it to your potential clients and ask them the following questions:
What is the website about?
- Whose website is it?
- How do you contact the owner?
- What kind of services does the website advertise?
#2 Design is great, but it doesn’t serve its goals
Many lawyers may think that all they need is to build a beautiful website, based on the notion that if the design captivates the visitor, he will not leave.
THIS KIND OF THINKING IS A HUGE MISTAKE!
The website has to sell your services, meaning it should have all the essential elements that will lead the visitor to perform a desired action, get in touch with you. Such elements include various buttons, arrows, contact forms, a “digestible” display of the website content, etc.
As for a law firm website design it also matters. Too complicated and distracting design will repel your visitors. Remember, that going overboard with creativity can hurt your law firm website performance!
#3 Scope of services is too wide
When a visitor lands on your law firm website he should clearly understand what services you offer. If you are stating on your website that you do “everything for everyone”, i.e. handle divorces, personal injury cases, antitrust litigations and administrative law, this will scare him off. It is impossible to be well-versed in every field, and your potential clients are well aware of this fact. Hence, they tend to choose professionals that specifically focus on the sphere they need.
Even if you law firm provides services across the various legal spheres then you should avoid mashing up legal services and group them correspondingly, so that every user can find what he is looking for.
#4 Website navigation is flawed
Website navigation is extremely important for a law website, but unfortunately it is often overlooked. It is like a roadmap for the visitor which helps him find what he is looking for without any additional efforts.
When organizing a website navigation you should ask the following questions:
Does your homepage include all of the essential information? (Remember, if you don’t pique the interest of your visitors within the first 5 seconds, consider them lost.)
- Is it easy to find the “Services” section?
- How visitors are supposed to go from one section of the services to another?
- Can visitors easily access useful information on the website?
- Is it easy to find the company blog?
- Where should visitors find the contact information?
These are only a few of the mistakes that can drive your customers away. In our free eBook you can find more tips and tricks you can use to attract more clients to your law firm.