In the age of the Internet, more and more people are turning to Google to find businesses and services they need, which includes the need for a lawyer. Studies have found that in 2019, 86% of those surveyed used Google as their primary source for researching an attorney. This is why it is more important than ever that law firms and lawyers (who want to be profitable) take advantage of this trend and make a website. 53% of those surveyed use both a mobile device and a computer to conduct these inquiries, so it is also important to make sure your website is both desktop and mobile friendly.
Before we get into specifics, let’s talk basics: why are law firms losing cases to their competition?
The simple answer to this question is both website design and optimization.
When you think of law firm and attorney websites, you probably aren’t expecting to see anything fancy. The websites are usually outdated and unappealing. If you’re lucky, you may find a picture of a gavel and maybe even the scales of justice. Even with the obvious success of digital marketing, lawyers are not understanding that the appearance of their website can make-or-break customer acquisition. As your website is usually the first thing a potential client will see about your law firm, it is crucial that you put your best foot forward.
If you find that your website is not helping you get sales, it may be time to revamp it. I can guarantee that the sales your website is not getting is going to one of your competitors with a better website. Making a good first impression is an integral part for many consumers, especially when making a decision as big as choosing who to represent you in legal matters.
The field of law is highly saturated with many great lawyers, so it is very competitive. In order to stand out, it is a smart idea to invest in a well-designed website. A well-designed website will give your law practice the upper hand it needs to succeed. Any successful law firm marketing campaign is centered around a well-designed website that can help establish credibility and build trust with your website’s visitors/potential clients, which will ultimately up your total revenue.
Website Features and Easy Navigation
When potential clients visit your website, you want their experience to be as positive as possible. This positive experience depends on many factors, but the main one is overall accessibility. Making your law firm’s website easy to navigate is one of the top ways to enhance the experience of visitors. When visiting your website, people want to know what your law firm has to offer, and it shouldn’t be hard to figure out. The more your client has to scour your website for valuable information, the more likely it is that they will simply move on to a different law practice.
The first page of your website is the most important as it is the first thing potential clients will see. With a compelling headline that states what exactly your law firm has to offer, visitors will be able to know if your law firm is a good match for them. A strong headline will encourage visitors to keep looking at your website. It is also important to specifically state your law firm’s unique value proposition so that potential clients know what makes your law firm better than the others.
Website Content and Optimization
While content is a great way to encourage visitors to engage with your website, content is also the key to search engine optimization. Effective content is persuasive both for potential clients and for the search engine bots that scroll through endless web pages looking to rank the best ones. One of the best ways to create effective and consistent content is by starting a legal blog. This blog can include things like current events, current legal issues, and other legal topics. Updating this content not only helps retain current clients and acquire new ones, but also influences your chances of showing up higher in the search results. Using relevant keywords and linking back to previous blog posts can also help with your website’s search engine optimization.
Website Design, Analytics, and Conversion Rate
If used correctly, a website can be a cost-effective way for law firms and lawyers to gain new business. In the past, law practices relied on more costly modes of advertising, including things like full-page advertisements, billboards, and even television advertising. This would leave smaller law firms with less marketing budgets with no fighting chance against the big guys. With the rapid rise and domination of digital marketing, the playing field has been leveled and almost anyone can successfully market on a budget.
In recent years, consumers have grown sick and tired of traditional forms of advertisement. They want reputable information and an authentic experience, which is something that digital marketing for lawyers is great at addressing. The beauty of digital marketing is that it is not only significantly less expensive that traditional modes of advertisement, but it is also much more effective. The content you post will forever be an advertisement for your law firm that could still bring in new clients years after it was created.
The best part about digital marketing is that unlike traditional advertising, you are able to track the effectiveness of your marketing strategies. When a consumer interacts with any part of your law firm’s digital marketing campaign, you are able to pretty much track their every move. The data collected through this can be invaluable for small businesses who do not have a lot of money to waste on ineffective advertising. By optimizing your website’s design, your conversion rate will improve, which will in turn increase your law firm’s revenue.
Digital marketing is an incredible tool for law firms to use to improve their business. Work on your website design and watch the potential clients roll in like you have never seen before.