Law firm websites do more than just talk about what a firm does. Pictures of your attorneys and their specialties may inform visitors. But how does that generate leads? Your law firm website needs to work for you, attracting users to take the next step. You want them to enjoy your content and begin to trust your brand. This leads to conversions. A lot of digital marketing tactics must be optimized for your website to generate leads. Here are six optimizations you should concise.
Be content focused
Don’t focus on the what; focus on the why. Why are visitors coming to your site? What are their challenges and problems? How can you help them? With content. Using content marketing to develop relevant content is a must. You need a blog. You need resources like eBooks and whitepapers. Gate the most valuable content to generate leads. Share the content through multiple channels including social and email marketing. By being content-focused, you’ll demonstrate thought leadership and credibility. These are two attributes that clients desire.
Use a simple and intuitive navigation
Is your menu easy to use? How many levels must a user click through to get to what they want to read? Don’t make it hard for them! Think about the user experience of visitors. Look at your website, not as an expert, but as your ideal client. The easier your site is to navigate, the more likely visitors will stick around.
Use modern photography
Seems simple, right? Yet so many law firm websites look like an episode of LA Law, which was on the air decades ago. Use real images from your actual office if possible. When using stock photography, consider the expiration of the image. When will it look dated? It’s never bad to stay away from photography that looks forced. If you must use photos of attorneys in suits, at least make sure they look contemporary.
Create landing pages using conversion-centered design
Conversion-centered design is the standard on which landing pages should be built. Its principles help bring the focus to the offer and the conversion. Both design and psychology inform conversion-centered design. You can learn more about conversion-centered design in our eBook. But briefly, it’s about removing distractions, being clear about the offer and focusing on the click.
Tone-on-tone palettes
A tone-on-tone palette will help your website look timeless. Using different shades in the same palette also conveys sophistication. There’s no need to be flashy with colors. Save bold colors for important information that should stand out.
Be authentic with blog imagery
As well as being modern with imagery, you need to be authentic, especially with blogs. Don’t just choose a cookie-cutter image to represent the topic. Think more creatively. Blogs with imagery get much more attention. And this same photo will be present everywhere the blog is posted socially so it again has a lot of influence on whether users will click or not. Try creating your own blog imagery with stock photos and words. Mix it up. Don’t continually use photos of a generic person talking to a possibly generic attorney.
These are just a few ideas to help convert users when they land on your site. The design, look and feel of your site have a great impact on if someone stays around. To measure the effectiveness of the six ideas, measure the bounce rate after 60 days to see if it decreased. You can also of course see if conversions increased.
