When someone has a legal question, their first thought is usually to perform a simple internet search for information about that particular topic. In response, search engines like Google will provide a list of websites whose content and keywords align with the searcher’s terms. Additionally, most of these results will include websites from law firms in the searcher’s local area, as search engine algorithms are increasingly driven to use proximity as a primary factor in determining the relevance of search results. For instance, Google is more likely to use the searcher’s location and search request for “car accident claim” to provide results of local law personal injury law firms, as the searcher is likely interested in exploring their options for filing a personal injury claim to recover compensation.
As a small- to mid-sized law firm, the effectiveness of your website can have a tremendous impact on your online visibility and your ability to reach the clients you are hoping to serve. During the first few months of the new year, it’s probably worth taking some time to assess the effectiveness of your current law firm website design to identify some strategies for making it more user-friendly and visible to search engine algorithms so that your law practice can reach and engage with the individuals, families, or businesses in your community you are hoping to serve. Let’s take a look at some concrete steps you can take to take your content marketing for law firms strategy to the next level and grow your law practice steadily and effectively over the next few months.
Thoughtful, Client-Centered Website Content
The majority of your potential clients will likely lack the comprehensive knowledge of legal intricacies that attorneys have. Instead, someone searching for legal guidance will gravitate towards law firm websites that present complex concepts in accessible, easy-to-understand ways. As you review the current content on your law firm’s website, it’s helpful to put yourself in the shoes of a potential client. Do you feel welcomed when you arrive on the home page? Is the text easy to read? Does the tone put you at ease and invite you to contact the firm for more information? One way to increase the accessibility of your website to make it more client-focused is to think about common client questions and concerns and incorporate your responses into the content you present. The more that you can tailor the web content to address the specific needs of your clients, the more valued and supported your site visitors will feel when they click through your website—which also means a higher conversion rate for you.
Meaningful Attorney Profiles
It’s easy to forget about the importance of attorney biographies or profiles as you set up your law firm’s website. Most law firms prioritize the practice area pages, as they recognize that potential clients will likely want to know about the specialties of their law practice and whether the firm can handle their case. However, a meaningful attorney profile can make a profound impact on site visitors, as this page allows potential clients to get a sense of the person behind the law degree. Yes, your client wants to know that you have the education and experience to handle their case—but they also want to know that the person they entrust with their legal matter is a caring and trustworthy individual who genuinely cares about their wellbeing. Taking the time to build a thoughtful “About Us” page shows site visitors that your firm cares about forging meaningful relationships with your clients and connecting with them on a personal and professional level.
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Kind Words From Former Clients Your Firm Has Served
Any law firm website can brag about its accomplishments, but potential clients also want to know that this attorney has actually helped other clients secure their desired outcomes. Law firm websites that include client testimonials or excerpted reviews from former clients tend to inspire more trust and interest from site visitors, as these elements serve as forms of “social proof” of the law firm’s authority and trustworthiness. It’s worth incorporating favorable words from former clients into your law firm web design, but be sure to ask the reviewer’s permission to use their statements on your website. When potential clients visit your website, they will likely be pleased to read genuine testimonials from others who have been in their position and secured favorable outcomes with your firm’s assistance.
Relevant and Engaging Articles and Blog Posts
Many potential clients want to know that the law firm they choose to work with is committed to remaining current with the evolving trends, laws, and best practices in the fields of law they practice. Posting regular articles on interesting legal topics shows site visitors that your firm cares about relevancy and keeping up with the most current best practices in your profession. Moreover, search engine algorithms like Google favor websites that regularly refresh their content or post new articles, which often leads to more favorable ranking positions among the search results pages. These blog posts or articles do not need to be extensive or overly long—even brief posts addressing common client questions can go a long way in boosting your website’s ranking position among the search results pages and increasing your online visibility.
Intuitive Website Design for Law Firms for Easy Navigation
While the quality of the content you display on your law firm’s website is important, so is the overall user-friendliness of its design. When someone visits your website, you want to make sure that they are able to locate the information they are looking for as quickly and easily as possible. Websites with too many menus, confusing navigation, or excessively long loading speeds can deter site visitors from contacting your law firm. As you focus on improving the effectiveness of your digital marketing strategy for law firms, it’s worth making sure that your website is easy to navigate, user-friendly, and intuitive to use. If you are looking to engage site visitors and increase your conversion rates, reach out to LegalRev to learn more about our exceptional, data-driven website design services that can help you achieve your goals.
When it comes to putting a digital marketing strategy in place, your law firm deserves the very best. Give the LegalRev team a call today at (800) 893-2590 to discuss your content marketing goals with a knowledgeable digital marketing for law firms strategist who can help you achieve your desired outcomes.
