Is Your Law Firm Website Designed to Fail?
Chris Dreyer | March 11, 2016
Your website should work hard for you and the way it’s designed plays a major role in whether that happens or not. The way your content is organized, the placement of calls-to-action, the design of forms, and even the colors of your website all influence a website’s ability to complete its goals. For the most part, lawyers aren’t making money if the phone isn’t ringing or if their inbox isn’t filling up with inquiries for legal services. Here are some tips on how you can make your website work harder for you.
Focus On Conversions
The online landscape has changed rapidly. It used to be that having a nicely designed site was good enough and law firms just wanted something that looked professional. The game is different these days and if your website isn’t bringing in business, you aren’t getting your money’s worth.
Attorneys should focus on generating conversions with their website (in other words getting visitors to complete some sort of business-related action). This could be making a phone call, filling out a form, making a purchase or something related to generating or assisting in generating revenue for the firm.
In website design, most parts of the overall design should be built around what the conversion actions are. The actions you want users to perform should be very obvious and easy to do. If someone wants to contact you, they shouldn’t have to click through a bunch of pages to do it. Phone numbers should be on all pages of your site.
Keep Calls to Action Above the Fold
You’ll have far better results if your firm phone number, contact form, or other business action are placed above the point at which users have to scroll to see more information. Place phone numbers in the headers of pages. Keep contact forms in the top spot in side bars. If you have a campaign-specific landing page, make sure the action you want users to complete or the information you want them to see is at the top of the page.
Organize and Silo Your Content
This is important for SEO as well as for usability. Make sure you have a logical and easy-to-follow content architecture. This involves understanding what the main theme of your website is and then branching out into sub-themes for your pages. This will help visitors to your site more easily find the information they are looking for and search engines will reward you for having a site that is easy to navigate. The diagram below gives a high-level example of how your content architecture could play out.
Look at What Your Competition is Doing
It never hurts to at least look at what the firm in direct competition for clients with you is doing for their marketing efforts. Worst-case-scenario you see that they are doing something innovative or just better than you. That means you can get some ideas of where to improve. You might also find that their digital marketing strategy isn’t all that great.
How does their web design help them get clients? What kinds of things are they trying or have they tried in the past (tip: use the way back machine to look at snapshots of competitor’s sites at previous points in time). Use this tool to see what improvements they’ve made over time.
Your website is the foundation of all your marketing efforts online. It is the centerpiece of your online presence and its design is very important for driving business and portraying your brand. Of course if you ever need help with your website design initiatives, Attorney Rankings is here to help.