We are living in a technological era. All you have to do is survey the landscape of Google, YouTube, social media, and of course the ever-expanding universe of websites, and it becomes all too clear just how critical it is not only to have a website, but also to ensure it delivers all you need. If you follow some simple guidelines, your website will provide potential clients who land fresh on your page, the information and confidence they need to contact you to discuss their legal issues.
The bottom line—your website needs to be a stunning reflection of you and your legal services, providing the information and credibility needed to convert visitors into paying clients.
We all know how important time is, and as our world speeds up, people are willing to devote less and less of this diminishing commodity. What does this mean in terms of your website? The reality–you have approximately three seconds to capture the attention of your visitor. This may seem daunting, but what you should keep in mind is your website visitors need to navigate with simple ease and clearly presented information that establishes your credibility, experience, and value. This information is known as your content—the text and images that tell your story.
You can quickly capture their attention with content that answers three basic questions: Who are you, where are you, and how can you help? Think of this content as a strong handshake upon meeting. The content on your website is often the first impression you and your legal services will make.
These are the 8 elements attorneys need to create a compelling website that converts visitors to clients.
- Your Location and Contact Information: This should be easily identified on every page of your website and include various methods of contact such as one-click calling and intuitive intake forms to suit your clients’ preferred ways of communication.
- About You/Us: This is where you introduce yourself, and your team, and form a connection. Be clear and concise in your legal services and expertise. Using legalese phrasing won’t work. If you are vague, you lose a potential client. And don’t shrug off the value of photos of both you and your team. Professional photos and videos are a personal way to foster a stronger rapport.
- Descriptive Tagline: Think of this as a short statement, and short is the operative word here—no more than 4-12 words. Again, remember you want to reign them in fast, so be brief and be memorable. “Powerful Criminal Defense Attorney” gets right to the point. “With the right advice, your future could be brighter than you think” can be just as effective. Your tagline should clarify your legal services, and help encourage your visitors to remain on your website.
- Professional Header Image: The header image is an opportunity to make a connection with your visitors. and convey the value of your legal services. Creating a visually strong and clear image is key and often times for attorneys, the imagery of happier times in life are more effective than presenting the dreary courtrooms, gavels, and scales of justice.
- Power Statements: Sprinkle power statements throughout your website to inform potential clients of all that you can do for them—the legal problems you can solve, the beneficial results you can obtain, your services, and how you differentiate yourself from the other lawyers in the region and in your legal arena. Statements like “We treat every client as though you are our only client,” or “Trust 25 years of trial experience and proven results” can be effective power statements.
- Client Reviews: Online reviews are incredibly valuable and are increasingly essential. Forbes covered this growing trend three years ago, reporting that the stats clearly showed consumers trust online reviews posted by strangers nearly as much as a personal recommendation. Understandably, given the nature of the legal profession, it may be difficult to ask a client for a review even upon a successful outcome. Bear in mind there are plenty of opportunities to post a favorable review anonymously and not mention the type of case involved. Providing reviews and endorsements helps potential clients make connections and find solutions.
- Badges and Awards: Showcasing badges and awards on your website establishes credibility and conveys success and achievements. They serve as a mental checkmark in consumers’ minds as they evaluate and compare attorneys. If you’ve earned an award, have been recognized by a local organization, or belong to a professional association, show it off and share your credentials and connections with your visitors.
- Articles and Posts: This is your chance to shine, to inform your visitors of your success in the legal world, to provide information that reflects your finely-honed education, and demonstrate how your knowledge can ease a stressful legal ordeal. These articles can cover an array of topics that showcase your abilities and promote your law firm– such as representative cases, frequently asked questions, and short practice area articles. Don’t forget that your website should never be considered finished. Creating new content to inform your visitors and clients will keep your website current and alive.
Incorporate these 8 basic website elements to help grow your law practice and maintain a professional presence in a highly competitive market. Once visitors to your website will now become trusting clients and your firm will gain respect and the recognition it deserves.