In Part 1 of this post I looked at making a good first impression with your law firm’s website and building trust. Let’s now move on to getting your message across, converting interest into enquiries and staying up to date.
3. Getting your message across
A good website should act as somewhere you can refer potential clients. It should convey the message you want, showing them exactly what you want them to see.
The nature of legal services can mean that what you are selling is often quite complicated. This in turn can mean people fail to seek legal advice on issues because they are unaware of how a solicitor could help them. If your website can explain those issues which are relevant to your firm’s work, you have a chance of reaching these potential clients when they search for answers.
However, your message shouldn’t just be a case of ‘who you are’ and ‘what you do’; it should instead focus on the needs of your potential client and the benefits that your services can bring to them.
Raindrop Digital a Yorkshire-based conversion rate optimisation agency, put it like this:
“the phrase ‘Google it’ is synonymous with searching for quick and relevant answers. Therein lies the biggest pitfall we see, most businesses design for a screen when you need to be designing for people. A good website should be designed to cater for user needs and provide answers or solutions to solve their problems. The focus on user needs online is inevitable, either your business will do it, or you will be replaced by a business that already does.”
4. Converting interest into enquiries
Conversion rate optimisation (CRO) is a term you may have encountered. It covers techniques designed to increase the number of visitors to your site who are ‘converted’ into enquiries (or who take other desired action).
CRO techniques are based upon data of user habits such as how people usually glance over a website, and clicking behaviours.
If your firm’s website is not making the most of these techniques in its design and content, then potential enquiries could be slipping through.
5. Staying up to date
I mentioned at the beginning of this piece that a good website was an investment. I would add that is also an ongoing investment. Once your beautiful, effective website is in place you still have to ensure that it remains current to the details of your firm.
If you have a blog, make sure that it is being regularly updated. This is especially true if it is labelled ‘News’. Few things create the impression of an out of touch firm better than a news blog which was last updated three years ago!
Of course your ability to invest time and money, and to continue to do so, will depend on your resources. There is a wealth of information out there on all of the subjects raised in this article. However, in the same way that you wouldn’t use a specialist personal injury firm to administer an estate, building a website yourself might not yield the best results! When investing in your website, I firmly believe that the best returns come from hiring professionals you trust to create and maintain it.
I would like to thank Michael Rippon from Raindrop Digital for his help in compiling the information contained in this article. For more information or help with your own firm’s website, Michael can be contacted on 01904 866140 or firstname.lastname@example.org and the website is www.raindrop-digital.co.uk.