Getting a qualified potential client to your site is a feat-in-itself. Enticing them to stay on your site and to take action to connect with you is an entirely different matter.

A successful website addresses visitor intent to ensure qualified prospects stick around long enough to learn how you can solve their legal problem and instill the confidence to take the next step and contact you.

Visual elements are often the first thing a visitor will notice. The right elements will inform visitors they have reached the right place to have their questions answered. Apply the following principles when adapting visual elements to your legal website.

Less is more. Simple, straightforward elements help guide visitors to answers and your call to action without detracting from your services.

Evoke emotion. Color is an important visual element that can be used to build an emotional connection and quickly communicate with potential clients.

User experience is essential in site readability and accessibility. Formatting your website for ease of use will best serve visitors’ intent. To create a positive user experience, refer to the following guidelines.

Include headers. Most people will start by skimming content to determine if it’s something they’d like to read further. Include clear titles to help guide visitors to the right information. Google also uses headers to recommend your page for search engine results.

Content flow. Everything on your site should follow a logical flow. Organize pages under subcategories so potential clients can find answers in less than three clicks.

Link internally. Thoughtfully select anchor text to help readers navigate to other pages of your site.

CTAs, or calls to action, should be strategically placed throughout your legal website to help guide visitors to a desired activity, such as getting in touch with your firm for more information.

Successful CTAs include clear visual and written cues tied to the visitor’s intent. While you want to aim for only one CTA per page, you can also incorporate a click-to-call phone number so potential clients can access you easily.

Live Chat is an excellent way for clients and leads to engage with your firm quickly. Today’s internet user is accustomed to finding information fast. They don’t want to wait for you to get back to them with answers to their questions.

Offering services such as AttorneyConnect Live Chat, act as an online receptionist to quickly respond to and qualify leads for your firm.

Your firm’s website offers a first impression to potential clients, and it’s also the foundation of your online marketing strategy. A poorly designed website will deter leads from finding out what services your firm has to offer and in turn, contacting you to discuss their legal issue further.

Clients have come to expect certain standards when looking for answers. When you optimize your firm’s website with the right elements, your leads have a greater chance of turning into clients. Optimizing your site for user intent is a surefire way to encourage visitors to stay on your page and interact with your firm.

Combining visual elements, proper formatting, and relevant calls to action will help guide potential clients through their journey from gathering information to choosing your firm as the solution.