If one of your law firm’s primary goals is to attract and retain more clients, it’s helpful to start with your website. By now, nearly all small to midsize law firms have an online presence; however, merely having an active website is not enough on its own. With so many law practices offering similar services to individuals, families, and businesses in your area, how can your law firm stand out from the rest? Let’s take a look at some of the top website features potential clients appreciate most when searching for legal answers or services in your community.
Lightning-Fast Loading Speed
How quickly a page loads determines whether a visitor will even take the time to view your site. According to the most recent estimates from Google, the optimal site loading time is under two seconds. Most people will abandon a website if it fails to load within three seconds. It’s a good idea to log onto your website from the perspective of a potential client to assess how quickly it loads. You should also check to see how it loads and displays on a smartphone or mobile device. If it loads too slowly, reach out to your hosting service or marketing agency to explore your options for boosting webpage loading speed to engage more potential clients.
Clean Displays With Lots of Space
As soon as a site visitor lands on your homepage, their eyes will assess and judge the layout. This usually happens subconsciously before the potential client has the chance to read any of the content. Websites that are overly cluttered or filled with long, dense blocks of text tend to overwhelm or negatively impact the user’s experience. They do not want to feel inundated or overloaded with information as soon as the site loads. Instead, they respond much more favorably to websites with clear, clean layouts and small bursts of text, separated by plenty of negative space. This type of layout invites the user to absorb the information more easily as they move from line to line. Visitors also prefer sites with minimal animation and a neutral or consistent color scheme.
When someone clicks on your site, they are usually looking for information on a specific legal topic. Some people may want to read a brief overview of a practice area, while others may be in search of legal representation. It’s essential to ensure your website is organized in a logical and intuitive manner, allowing your visitors to find their desired information quickly and easily. Check your navigation menus to make sure they load and display correctly. Navigation tools with too many dropdown menus or practice area pages can overwhelm and confuse your visitors, so try to organize your pages as clearly and efficiently as possible. It may be useful to put yourself in the position of a potential client searching for specific information and see how long it takes to locate this topic.
Content Addressing Common Client Questions
Some law firms approach website content with the goal of demonstrating their expertise in their practice areas. However, websites that focus too much on making the attorney shine tend to engage fewer clients than sites with user-centered content. For instance, instead of highlighting the attorney’s experience in a specific practice area, consider writing content that anticipates and addresses common client questions about that practice area. People searching for information on a legal topic will type a short question into Google, and the search engine algorithm will identify websites that address these questions and topics, displaying them high among the search results for that user. Writing content that is both search engine-friendly and centered on common client concerns will increase your website’s ranking and visibility over time.
Seamless Contact Options
Getting people to visit your website is half the battle—your ultimate goal is to have them contact you and schedule an appointment. Your website should make this step as smooth and seamless as possible. Include your firm’s phone number on each page of your website, and make several “call to action” (CTA) statements to invite your site visitors to connect with you. It’s also important to offer additional ways for visitors to contact you, as many people prefer email and contact forms to phone calls. You may even want to provide an automated calendar system that allows potential clients to schedule appointments with you. The easier it is for people to get in touch with you, the more likely they are to take this crucial step.
Showcase Your Firm’s Values
With so many law firms to choose from, potential clients often use the “About” page to learn more about the human side of each law practice. While those needing legal assistance are looking for experienced and capable attorneys, they also crave reassurance and support. Take some time to highlight your firm’s core values—what inspires you to practice law? What do you enjoy most about helping your clients? Site visitors will gravitate towards firms that showcase the people behind the professional services.
Is your law firm’s digital marketing strategy in need of a refresh? Call LegalRev today at (800) 893-2590 to learn more.