How to Turn Website Visitors into Client Phone Calls

How to turn website visitors into client phone calls

by Kathy Litt, FindLaw Account Manager

FindLaw customers will often ask their Account Manager for ways to improve their website and attract new clients. There are several dimensions of the site that can improve the visitor’s experience. In the tips below, I have focused on the website alone, briefly describing five key enhancements to send a positive message to potential clients. These tips are suggestions which can help turn website visitors into phone calls, and encourage clients to call your office.

Initially, prospective clients are looking to find out how they can receive help. In your content, immediately tell your clients how you are going to help them. Make sure the Home page content reflects one or two ways in which you will help the client. For instance, a sentence such as, “Our attorneys are here to assist you in receiving just compensation for your injury,” sends the message that you are available to help the client. A “call to action” such as “click here to contact us” or “click here to read more about…” or “call our office to receive a free initial consultation…” tells the clients what action they can take to begin the process. A “call to action” or a friendly opening on the Home page can encourage clients to take action and seek out your assistance with their legal matters.
It is important to personalize the website. Technology can be impersonal, and people are looking to view who it is they are reaching out to on the Internet. A picture of you, your office, or your staff on the Home page will personalize the website. It will welcome the visitor into your office and virtually say “hello.” A website says a lot about your character, but the photo says even more about you. When the visitor knows who they are contacting, they are more likely to pick up the phone. A professional, friendly, photo on the Home page of your website can welcome clients and turn website visits into phone calls.
Your content and contact information should be regularly updated. Search engines prefer websites that are current and error-free. If the search engines see that your website is updated and refreshed frequently, they will view it as an accurate resource for their visitors. Current content will send a message to your clients that your resources are accurate and valuable. When e-mail addresses and phone numbers are correct, clients have correct information to better contact you.
The more content you have, the more traffic you will receive. A website with little content is not necessarily easier to read. Also, you are not “giving away the farm” by answering questions via the website. Providing a lot of content about a single subject is a way to advertise your valuable knowledge and services. In fact, a website with more content appears to be a more valuable resource to readers and search engines. Visitors will frequent your website and search engine crawlers will “eat up” your website when it is more content heavy. In addition, if you can answer a client’s question via the website, this will send a message of trust and knowledge. The client will be more likely to believe your office is the one to call for answers to their questions.
Your design should be easy on the eyes. Many times people want darker colors or all moving objects (Flash) on their website. Sometimes these pieces of the design can distract readers, take too long to load, and cause the visitor to leave your website. This is not to say that you should never add Flash or use dark colors. Experts at FindLaw can advise you on how to integrate these pieces in creative ways to avoid distraction. Design should be simple enough for visitors to not become too distracted, and easy on the eyes. It should be colorful enough to make the users’ experience enjoyable. A good design can represent your office atmosphere, pleasant and welcoming, inviting the client to call your office.

Internet marketing can be a complicated process, and the number of available products can be overwhelming. This is why FindLaw has assigned an Account Manager to assist you in managing these products. If you would like to see the above ideas in action, and improve your current products, call your designated Account Manager, and they can guide you in a positive direction with your Internet marketing plan. Of course, in addition to the website “look and feel,” there are directory products that can improve the exposure you will receive on the Internet. To learn more about why directory products will enhance this exposure, talk with your Account Manager or Sales Consultant.