Digital Marketing Blog
Marketing insights for law firms, lawyers and legal services.
We look at some best practices you should implement to maximise the enquiries you receive.
You have a matter of seconds to convey what services your business provides (before a prospective new client decides to click the back button on their browser). Your website may aesthetically look great, but that isn’t enough. If you don’t clearly set out the services you provide, you’ll be losing a percentage of visitors straight away.
You can do this in several ways but a strong headline and call to action ensures you catch your visitor’s attention immediately. Yes, an eye-catching website header image is great, but ensure you have prominent, informative content above the fold (before your visitor needs to scroll down).
When deciding on your website content you need to think about your visitors’ reason for coming to your site. What are their ‘pain points’? What can you do for them? Your content needs to guide your visitors to the services or products they are interested in and clearly explain how you meet their needs.
Add images and videos where possible to make your content more engaging. Nobody wants to face a huge wall of text.
These all help to keep your visitors engaged and reduce the likelihood of them hitting their browser’s ‘back’ button.
Picking a law firm is a huge decision for someone, often triggered by a significant life event. People need to know they can trust you. The easiest way to convey that you are a reputable firm is to display industry trust badges (that you qualify for) on your homepage.
If for example, you work in the will writing industry and are a member of The Society of Will Writers or the Institute of Professional Willwriters, make sure you display their badge on your site. If you are a solicitor, of course, include a note that you are regulated by the SRA. If you are a Licensed Conveyancer, you should include that you are regulated by the CLC. These all instantly show a prospective customer that you are a professional business that can be trusted.
Make sure you have a dedicated ‘Contact’ page on your website. It is a good idea to provide both a contact form and your email address for visitors. Also include your phone number, company number (if applicable) and any accreditations. Make sure you include your phone number and email address on every page.
All your service pages should have a suitable ‘call to action’ to persuade the customer to make the next step down your sales funnel. A quick contact form on your key pages can also maximise the enquiries you receive.
Link out to your social media accounts, as some people prefer to get in touch in a less formal way. Active social profiles also increase trust in your business.
Make sure your website renders well and is easy to navigate on desktop, laptop, tablet and both iPhone and android devices. Site speed and ease of use are particularly important if you wish to retain mobile visitors.
Get in touch to discuss how we can build you a new website that will be optimised to convert your visitors into leads.