The Marketability of a Website. The 5 Most Important Things Attorneys Should Feature on Their Websites. Need Assistance With Your Firm’s Website?
As our society increasingly becomes more dependent on the Internet, websites, in turn, only grow in importance and influence. But, as more and more businesses join the online bandwagon, not just any old website will cut it. To be competitive and grab potential clients’ attention, extreme care should be taken when planning out exactly how your law firm’s website will address your consumer market, so that you can portray your services in the very best light.
So, what are the top things that every attorney should prioritize on their firm websites?
We know from best search engine optimization (SEO) practices that content is king. In fact, so much depends on the quality and optimization of web content that we’ve dedicated whole blog posts to this very topic.
But, apart from great content, what else should be included? To glean the most out of your website, also be sure that its web page structure is easy to navigate. Be prepared for every form of web traffic by having a site that supports mobile compatibility. Be holistic and cutting-edge in your marketing scheme by integrating your firm’s social media accounts clearly on your web pages. And, perhaps most importantly, make the contact process as easy as possible to increase the likelihood that potential clients will reach out to your firm.
The Marketability of a Website
Hosting a website can be an invaluable marketing source for your law firm. Chances are high that this isn’t the first time you, as an attorney who practices in the 21st century, are hearing this. But, just how important is your website? Is it really worth all that effort? Does it live up to the hype?
The short answer: Yes. A business’s website has, almost overnight, become the single more important aspect of an overall marketing and client development plan. And, this isn’t just exclusive to businesses – law firms and attorneys are affected by this new trend toward all things digital, as well. With an estimated 37 percent of clients first turning to online searches when seeking legal services, having a website is too important to not invest in.
As if it isn’t clear already, it’s time for your law firm to showcase a comprehensive, quality website. Here are a few of our tips on how best to optimize your website.
The 5 Most Important Things Attorneys Should Feature on Their Websites
1. Informative, Optimized Content
It’s not shocking that any good website should feature great content – this is true of anything that presents the written word. But, this is especially true for attorneys who hope to use their website as part of a larger, more comprehensive marketing plan. Quality content is important for three main reasons:
You Want to Offer Your Audience Helpful Information
Your web page viewers have, through one means or another, found your site intentionally. They’re likely looking for answers to their legal questions, so first and foremost your website should serve as a medium through which you provide helpful information. If your website fails at this, your online audience will have wasted their time, and you shouldn’t expect to increase your click conversions. What’s more, they’ll return to their searching and find a website that will answer their legal questions.
You Want to Be Viewed as a Credible Information Source Among the Legal Community at Large
If your content is mediocre – or even less than mediocre – it will be difficult to sell yourself as a credible legal resource among both your peers and your potential customers. By providing tailored content that remains accurate in accordance with changing legislation and legal precedent, you can more easily establish your legal expertise online, just as you have through years of experience offline.
You Want Your Website’s SEO to Succeed
One of the single most important aspects of your firm website’s SEO success is content that meets search engine standards. There are several factors to consider here that can determine how well your firm’s content will stack up, but one thing’s certain: Not meeting these SEO content standards will keep your firm’s website lagging behind others, as it won’t be deemed as useful to online users and won’t rank as high in search results.
2. Easy Website Navigation Structure
Apart from showcasing quality content on your firm’s web pages and blog, it’s also important to structure your website in a way that is easily navigable for your online viewers. From a design perspective, your website’s backend should feature a navigation plan that’s clear, shows logical and intuitive pathways toward finding information on relevant subpages, and reliably orientates potential clients toward the information that they’re looking to find quickly and efficiently.
This is especially important when considering that online viewer attention spans don’t last very long, so this valuable time shouldn’t be wasted on frustrating navigation maps that leave consumers aimlessly clicking around your site.
3. Web Pages that Have Mobile Compatibility
In the era of the mobile phone, it’s no longer just beneficial if your website is mobile compatible. These days, it’s absolutely imperative to have mobile compatibility if you expect your website to be effective.
Imagine your firm spends valuable time, money, and resources in the design, creation, launch, and overall maintenance of your website. Even after all this work, if mobile compatibility is neglected, it’s very possible that your website will suffer from less traffic, less viewership, and ultimately less click conversions. This all can have very real implications on your new client intake.
If, on the other hand, you ensure that your website is completely compatible on mobile devices – meaning that the design, format, and structure all function properly across a desktop or a cell phone – you’ll be more likely to attract and retain viewership among those who primarily use their mobile devices to look for information online. This, by the way, is a number of the general population that is growing significantly. Even back in 2017, estimates suggested that mobile devices were used to access 49.73 percent of all global web page views.
4. Clear Social Media Integration
If your firm has not yet joined social media platforms, that’s step number one. Along with offering a great website in order for potential clients to find your services online, partaking in social medias, such as Facebook, Twitter, Instagram, LinkedIn, and more can help boost your online traffic and help your overall marketing scheme.
Once your firm has a social media presence, it’s important to prominently include these accounts on your firm website. Consider featuring their linked logos on your home page, blog pages, and especially your firm’s contact page.
More and more, people are turning to social media as a source of information and to answer their questions, so of course you should expect some clients to prefer contacting you exclusively through social media accounts. As such, these accounts should always be included clearly on your website – even better if in multiple locations. Furthermore, your social media accounts should also feature your firm’s website and other contact information to be considered complete.
5. Intuitive, User-Friendly Contact Methods
Perhaps the most critical of all important things that attorneys should include on their websites is accurate contact information, as well as several methods through which to be contacted. Featuring an entire web page solely dedicated to contacting your firm certainly isn’t a bad idea, while some websites do prefer to include contact methods at the top of each web page. Here are some possible contact options to consider for your website:
Should a potential client want to contact you by asking an initial question or providing relevant details about his or her case before the first consultation, providing a contact form to fill out with more details may be beneficial. It may also give your potential clients the impression that your firm is more approachable from the beginning.
At least two, preferably more, methods of contacting your firm should be available on your website. One of these methods could be your firm’s primary phone number, but be aware that some clients may be intimidated at the thought of calling your office out of the blue before meeting first. For this reason, consider also including an email address, social media handles, and other more informal methods of contact.
Calls to Action
On each of your web pages and blog posts, be sure to create a “call to action” for potential clients that internally links back to your contact form or email address. These calls can encourage viewers to contact you easily and painlessly, should they feel compelled by the content resources that you’ve just provided them.
Need Assistance With Your Firm’s Website?
If you’re interested in optimizing your firm’s website to boost your online outreach, let Black Fin make it easier for you.
Our innovative team of experts has been assisting our clients with tailored content, SEO, web design, and social media for years. We know exactly what you need to make your website stand out above the rest and generate more clientele through a strong digital marketing plan. If you’re ready to take your firm’s website to the next level, contact us today. We’ll guide you so that you can be confident that your website includes absolutely everything that it should to be most effective. Reach out to us so that we can get started immediately.