A law firm website that looks good can still be an ineffective marketing tool. As more lawyers realize the importance of a website in their marketing strategy, more websites pop up every day. Most of them look great – modern, clean and professional – but many are indistinguishable from one another.
When digital marketing was new, having a great looking website was enough to convince a prospective client to engage your firm’s services. However, clients are now much more business-savvy. They know you have the qualifications. They want to know why, in a sea of qualified competition, they should choose you.
THE 10 AND 30 SECOND TESTS CAN HELP YOU KNOW IF YOUR WEBSITE WORKS.
Prospective clients look for a few things in the first 10 seconds of visiting a law firm website:
- A contemporary-looking, easy-to-use website.
- A clear explanation of what the firm does.
- A clear statement about what sets the firm apart from others. Call this ‘the pitch’.
The pitch is important. It tells prospective clients why they should choose you over anyone else. It could be because you are specialists in an area of law. Or perhaps you offer excellent client service.
The pitch shouldn’t be buried beneath other content. It needs to be clearly visible when a prospective client visits your website.
If your website passes the ‘10 second test’, the prospective client will stay a little longer. Now you have about 30 seconds to convince them to choose your firm.
At this point, people are looking for:
- Proof that supports your pitch. If you claim you are highly experienced in an area of law, now is the time to justify that claim.
- Relevant, fresh content such as a blog. You could cover frequently asked questions in your area of law, or the latest legal developments. This free and valuable content entices people to stay longer on your website. It also boosts their confidence in your expertise.
- Information on your lawyers. Interesting bios can help a prospective client connect with you on a personal level. That may be the final push they need to contact you.
- A call to action. You have your pitch, which tells people why to choose you. The call to action is where you tell the prospective client to do something about it, like contacting you for a free consultation.
- Easy, intuitive-to-use contact details that are clearly displayed. Aim for multiple contact options: a phone number, email, a map of your location, a quick and easy contact form or a chat bot.
Does your website pass the test?
The Zaliet team is here to help you create an effective and personalized website for your law firm. You can schedule a call with them here.