Less is More: 4 Tips to Attract Clients by Simplifying Their Choices
If your law firm’s website offers too many choices, chances are good that potential clients will make the one choice you don’t want them to make: going elsewhere.
It may sound counterintuitive, but offering people too many options can confuse them and lead to them making no decision at all. This is especially problematic for legal websites. Many consumers seek attorneys because of complex, emotionally charged issues. Bombarding them with choice on a cluttered, information-dense website can make the process even more difficult and overwhelming for them.
It’s human nature to crave certainty. We respond to messaging that is concise, definitive and speaks to our needs. Ignore this fact and you will lose the chance to convert them into clients. Follow these tips to get started:
- Limit the Number of Choices
This is the most difficult thing for attorneys to do – deciding what the most important choices are. Other than “About” and “Contact,” try not to offer more than three or four navigation options on your homepage. If you have numerous practice areas, consolidate them into natural groupings. The purpose is to funnel visitors into a smooth experience so they eventually contact you.
- Create a Simple, Visual Pathway
A visitor’s attention should be immediately drawn to the choice you want them to make. Generally speaking, the more important the message, the larger the type size and image. If all choices are represented equally, visitors will have no idea where to focus their attention.
- Monitor Your Bounce Rate
Think of your website as a grocery store. Which is more likely to make you stay and have an enjoyable shopping experience? All of the food still sitting unorganized in its packaging crates or in smartly arranged aisles that eventually guide you to the checkout? If your homepage’s bounce rate — the ratio of visitors who view a page but then leave the site without clicking on additional pages — is increasing, odds are that your website needs further streamlining.
- Understand Why Consumers Make the Choices They Do
No matter how clearly your choices are presented or how well your site is designed, consumers may still abandon it if you focus on your attorneys’ achievements and accolades instead of a visitor’s needs. Your potential clients want to feel that their law firm understands their issues and sympathizes with their situations.That’s not the message they receive when they see self-congratulatory statements like, “We have a track record of success.” Instead, use empathetic statements like, “We understand what you’re going through” and “We can help.” Visitors are much more likely to act on a message when they feel that it’s personally directed at them.
While it may be difficult to resist the urge to provide potential clients with an abundance of choices that cover all your firm’s specialties and services, choose wisely — and your clients will as well.
If you’d like to learn more about the psychology of your potential clients, read the FindLaw white paper, Why Most Law Firm Websites are Designed to Fail: Logic, Emotion and Today’s Legal Consumer.