A few decades ago, legal marketing relied heavily on billboards, printed advertisements, phone book listings, and word-of-mouth referrals. Now, most people looking for legal assistance or representation turn to their phone or computer and search for services in their area. Since most searchers do not venture beyond the first page of the search results, it’s essential for law firms to maintain and update their web pages to remain visible to the search engine algorithms (and, in turn, to potential clients looking for legal services). So, what makes a website search engine friendly and increases the likelihood of people in your area clicking through to your website? This post will explore some of the essential pages that your law firm’s website must have to maximize the chances of drawing potential clients to your site and inspiring them to enlist your services in the future.
Creating a Welcoming, Client-Centered Homepage
First impressions are often made within seconds or less. As soon as someone lands on a webpage, they form an immediate reaction to what they see. For instance, a chaotic or overly “busy” layout that is full of clashing colors or blinking text can overwhelm the site visitor, prompting them to click elsewhere for a less “loud” layout and feel. It’s helpful to think of your homepage as the face of your law firm’s website. It will likely be the most-visited page and remain the most visible to search engines which ultimately determines your ranking among the results pages. You can make your homepage more welcoming and engaging by implementing the following strategies.
A Visually Appealing Layout and Color Palette
First, consider what your target audience is looking for in addition to trusted and effective legal representation. Most people struggling with legal issues feel vulnerable and anxious, so use this information to create a homepage that calms and reassures your site visitors. Choose soothing colors over bright, alarming color schemes to put your site visitors at ease. Additionally, avoid long, dense blocks of text that may intimidate or confuse your site visitors. Instead, use blank space to separate shorter paragraphs, facilitating readability and inviting your visitors to absorb the information more easily.
Focus on What Sets Your Firm Apart
When someone has a question about a legal topic, they may visit a few websites before deciding which law firm to work with. Use your homepage to highlight the qualities, services, or experiences that set your law firm apart from others offering similar services in the area. For example, you can include testimonials from former clients that illustrate your personalized approach to helping your clients obtain their desired outcomes. Or, you may want to underscore your law firm’s commitment to clear, open, and frequent communication with each client. Take some time to articulate your firm’s unique services and include these offerings on your website’s homepage.
Include Multiple Ways to Contact You
The ultimate goal of creating an effective website is to convert site visitors into clients. It’s critical that your homepage provides clear ways to contact your firm to schedule a consultation or set up a meeting. The most effective homepages include a contact button near the header and display an integrated contact form further down the page. Encourage site visitors to take the next step with your law firm by making the communication process as streamlined and straightforward as possible.
Practice Areas Pages
The practice area pages allow site visitors to understand some basic information about various legal topics. However, it’s easy to overwhelm potential clients with too much information—the most effective content anticipates and responds to what your site visitors want to know. For instance, avoid dense paragraphs full of legal jargon and focus instead on acknowledging common legal concerns and addressing how your law firm will help clients resolve their cases. You can also include some frequently asked questions (along with answers) on each practice area page to appeal to site visitors and boost your visibility to search engine algorithms.
Using the About Page to Connect With Clients
Many law firms are uncertain about what information to include on the About page of the website. Some law practices use the About page to present attorney biographies or explain how and when the firm was first established. It’s helpful to see the About page as an opportunity to connect with potential clients on a personal level. While your clients want to know that you are an experienced and knowledgeable legal professional, they also want to know more about the person behind the title. Use the About page to share your firm’s mission and values—what inspires you to practice law? What do you enjoy about helping people resolve their legal matters? A well-written and sincere About page may be the deciding factor in inspiring a site visitor to work with your law firm instead of another practice in your area.
If you are hoping to take your law firm’s digital marketing efforts to the next level, call LegalRev today at (800) 893-2590 to get started.
