What is a conversion? This is when prospective clients contact you or fill out a contact form on your law firm’s website. By fulfilling this action, they have converted from mere website visitors to leads.
Now, while the average conversion rate for the legal industry is 2%, high-performance websites convert at a much higher rate. We have clients, i.e., other law firms whose websites consistently convert 5-10% of all visitors. Imagine the difference!
If you’re at industry average, for every 1000 web visits, you’d get 20 phone calls. If you’re working with an expert digital marketing agency for attorneys, you’d get 50-100 phone calls for the same number of visits.
The reason most law firm websites do not convert at higher rates, aside from highly competitive environments, often lies on the website itself; or, more specifically, in the difference between what clients expect to see on the site, versus what they actually come across
To get more clients, your law firm’s website has to match visitors’ expectations!
There are multiple factors like functionality, search engine optimization, and load time that define a website user experience. Below are the main ones you should focus on to improve your web presence:
Three seconds or they are done. That’s right, either your website loads fast, or website visitors will go to another site, fast. In a fact, according to Google, the optimal loading time is under two seconds!
Achieving the ideal website loading speed for your law firm is dependent on a range of factors, including your hosting service. Your marketing agency will be able to recommend the best web hosts and optimize your website for speed.
You can always check how well your site performs on Google’s Page Speed insights. If you see “slow”, call your agency and demand that they optimize the site and hosting for speed. If the site is older, this may cost you money, but it is worth the investment.
Remember that your client wants to solve their problem as fast as possible. A good website page speed score is a key to giving a good user experience, regardless of whether they read your website content on mobiles, tablets, laptops, or desktop computers.
All law firm web content should be easy to consume. Following these content writing and tips will boost your legal marketing efforts:
To attract high-quality leads, you should display your firm’s expertise. Publishing successful case studies using simple language adds credibility and solidifies competence. You might also add brief descriptions of your team’s legal backgrounds. Remember, the law can be intimidating to ordinary people, so adding a human touch makes your law firm more approachable.
Talk in layman’s terms and explain the problems you solve. Your potential clients aren’t lawyers, and they don’t understand your industry jargon. They may also have a hard time associating “practice areas” with the issues they have. Make it simple!
Compelling content offers advice and makes it easy for legal clients to stay on your website. They should be able to get all the information they need by connecting relevant legal content to each other via links (think of this as a series of information relevant to a prospect with a specific problem).
Producing content with clear calls to action, for example, “call us” also ensures leads complete the action you want them to once they have the information they require.
Here’s a simple rule: Your law firm’s website should look at least as good as your top competitor’s website. If it doesn’t, visitors may choose them over you because no matter what, aesthetics count!
Your website creates a perception about your company. Your potential clients will hit the back button if your website looks old and abandoned, or poor in comparison to your competitors. After all, you wouldn’t go to a client meeting looking unkempt, so why should your website look out of date?
Poor appearance means more than just lost opportunities. A higher bounce rate (people visit your site and leave without so much as clicking on another page), affects SEO rankings, which leads to lower positions in Google, and, if you are advertising, leads to a higher cost per click.
Good website design for law firms enhances credibility, is simple to navigate, and makes it easy for people to contact you. And it will help you make more money! Top law firm web design companies always know how to create a user-friendly website to attract new business. An attorney’s website design and content marketing should make a client confident they can solve their problem.
We already mentioned that your legal website content should be written in layman’s terms describing the problems you can solve, instead of just a list of practice areas. This allows you to develop an emotional connection with your target audience, which should result in more phone calls.
Another important aspect of a lawyer’s website content is building credibility. Ideally, you’d be able to post testimonials on your website, but if your Bar association doesn’t allow it, you can use badges from online directories that link to your profiles.
If you consistently work on getting reviews on Google, Yelp, Avvo, Super Lawyers, and other directories for lawyers or even Facebook (yes, Facebook marketing works for lawyers too, especially because of the reviews) your rankings will improve in search results.
All you need to do is link your website to these platforms, so your target audience can click and read positive testimonials from previous clients. According to Invesp, 90% of consumers read online reviews before buying products or choosing a service, and 88% trust online reviews as much as they would a personal recommendation.
Social proof is especially important for solo attorneys and firms. In most cases, potential clients have probably not received personal recommendations; therefore, they are more likely to trust what they see online.
No law firm should be without a sound content development strategy designed to create high-quality content that improves its web presence and attracts new leads.
There are a number of reasons why content creation is king in the marketing world:
Content marketing such as blogging generates three times as many leads as outbound marketing and drives six times higher conversion rates. Think about it like this: Let’s say you’re a personal injury lawyer. By now, you probably know the most frequently asked questions your potential clients are going to ask during their first consultation.
Now, instead of wasting valuable time, you could simply punish a blog post that answers these questions and publish it on your website, on select social media channels, and even in an email newsletter.
If you’ve done keyword research and incorporated your findings into your law firm’s blog posts, you will start to rank on Google. The point of high-quality content is to provide potential clients with the answers they’re looking for.
Great content drives traffic and gathers leads. It is the contemporary alternative to traditional advertising. When you offer value through information and guidance, you form a bridge to connect with clients.
It’s well worth dedicating time and effort to develop a robust content strategy for legal content creation. Case in point: Marketers who regularly blog experience ROI 13 times greater than marketers who don’t.
A law firm website that is appealing to the eye, as well as easy to understand and navigate, will drive more traffic, generate leads and increase revenue. Naturally, designing the perfect law firm website demands careful strategy.
If you need help with website design development or law firm content marketing, we can help. Comrade Web Digital Marketing Agency is adept at legal content writing, social media management, and more! Contact us today to achieve your marketing goals.
Comrade is a Chicago based digital marketing company that specializes in website design and marketing for attorneys. Read more about our content marketing service for law firms.
As usual, corporate attorneys get clients by networking, referrals, and publishing their law office's accomplishments. But before proceeding with marketing efforts, attorneys should learn as much as they can about their corporate clientele.
Successful law offices should have a focus or raison d'etre. It's also important that every attorney develops particular expertise consistent with the law firm's main goal. Focused law offices have significant marketing benefits since they understand what they are marketing.
A law firm's clients expect to be served at a high level. As a trained attorney, you play a key role in maintaining client care standards. When you take an interest in your law firm's services, you provide your value to both the firm and its clients.
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