In some ways, the legal profession as a whole was latecomers to the business website party. What this means, is that a significant number of legal websites remain essentially electronic brochures, whose goal is little more than to complement face-to-face networking and business development. Little by little, however, some firms are about to make an evolutionary leap, which will transform their website into an exciting partner which generates new business leads. This new website will go from being an electronic brochure to being a group of marketing tools which work seamlessly together to grow a law firm. How will your law firm website secure and convert those leads?
Questions Your Legal Website Must Answer to Convert More Leads
The most important thing to keep in mind is how little time you actually have to engage a prospect on your legal website. Most people spend less than ten seconds evaluating your website or your legal blog. If they find nothing immediately relevant to their specific problem, they are gone, usually for good. The questions you must answer for those prospects—almost immediately—include:
- Are you the kind of attorney I need? It should be almost painfully obvious what type of law you practice, even to the most casual observer.
- Do you have experience in my specific problem? Keep the legalese to a minimum, even using a term like “truck accident attorney” in place of “personal injury attorney,” when possible.
- Will I “click” with this lawyer? Of course your legal education and experience are important, but equally important is whether the prospect can immediately see you as someone they could discuss their problem with. Including some personal information on your site, or perhaps even a video, lets your personality shine through, making you more human, therefore more approachable.
- Why should I hire you? Try to avoid the overused “Our firm has 25 years’ experience,” and really delve into the benefits you can bring to your clients, any especially creative solutions you have used to benefit a client, or even consider using client testimonials to better tell others why they should hire you.
6 Expert Tips to Follow
With the giant leaps in technology, we now live in a world where a client could potentially hire an attorney who is not located in their immediate vicinity, so long as that attorney brings highly specialized expertise to the table. In addition to answering the above questions for your prospective clients, you will also want to consider the following important elements for your legal website:
- Change up your legal blog. There are a number of different types of blog posts. While you may primarily write one specific type, consider changing it up from time to time to include:
- Informational posts simply lay out specific knowledge about a particular subject.
- Inspirational posts offer material which helps your reader improve some aspect of their life.
- Use the “list” format—“The Top Five Ways To…”
- Instructional blog posts offer specific ways to accomplish something.
- Try posting a “problem” post, which details how you helped one client solve a specific legal problem. Chances are, many others have the same problem.
- Write an interview post in which you interview an expert on a specific legal issue.
- A “Quick Tips” blog post is short and to the point about a specific subject.
- A debate post can present both sides of a legal issue, or you could bring in a guest blogger to debate a particular legal issue with you.
- Ensure your legal web content is both relevant and unique. If your legal website is filled to the brim with content which is both relevant to your legal niche as well as to the needs of your potential clients, you will boost traffic and have a higher rate of conversion. This means that:
- Your content must be easily understood;
- You must inform and entertain simultaneously;
- Presentation makes a difference—while the words are the cement which holds the site together, the design is the visual tool which keeps visitors reading;
- High quality information serves a dual purpose—you will effectively solve your visitor’s problems and the search engines will love your site;
- Improve the quality of your visitor’s lives—your content should never be vague or generic, and should always seek to establish you and your firm as authorities on the subject you are writing about.
- Accommodate different types of content—videos, podcasts and photo galleries.
- Integrate social media in your website—Using Twitter, Facebook and LinkedIn can help make vital connections.
- Make an emotional connection with visitors.
- Consider offering an e–book or special report for download. Even when a visitor doesn’t download this special content, the very existence of the content shows your expertise. Further, you can often capture contact information in return for a free download.
Make the necessary leaps in your legal website, and you may be truly surprised at the difference it makes in your business.