From Offline to Online in 5 Easy Steps
LEGAL MARKETING INSIGHTS
When people need legal help, they search online.
In fact, U.S. legal consumers visit an average of four websites before contacting an attorney, and the majority only consider or contact one attorney before making a hiring decision.
If your firm isn’t online, how will consumers find you?
For starters, an up-to-date and optimized website will give you the advantage you need over your competition, and build trust between you and your potential clients – ultimately winning you more business. It’s easier than you think.
Here are five easy steps to getting your firm’s website online.
1. Decide on your three D’s: Domain, Design, and Developer
First things, first- think about your website address carefully. This is your identity on the web. Pick carefully as it is as important as the name of your firm.
Yes, you’ll need to think about colors, and layout but did you know 60% of legal consumers perform their searches on a mobile device? It’s important that your site is mobile friendly. Go with a framework that will work well across all types of devices and screens.
While the offer from your nephew to build your website sounds like a simple and cost-effective choice, consider his level of expertise in the legal marketing space. Does he know the ins and outs of conveying information to those seeking legal advice? Hiring someone who can give you the value you are looking for will save you time and money in the long-run, and get you the increase in business you are after.
2. Develop effective content
Make your website more than just a pretty face. Now comes content. Content is a big term, and for good reason. It can encompass everything from web pages and blog posts to tweets and videos.
It’s great to incorporate why are you different:
- Unique Background/Experience
- Link(s) to Published Works
- Links to News/Articles/Mentions
- List of Accolades
- Reviews/Testimonials/Quotes from Clients
3. Get found online through search engine optimization and PPC
It isn’t enough to just have a website, potential clients need to be able to find you by searching for what they need. 77% of the most expensive Pay-Per-Click (PPC) keywords relate to the legal industry. Choosing keywords that get the right traffic to your website is the key to a successful PPC campaign.
When it comes to SEO, relevance is important, and it actually means two things. The first and most obvious is whether or not an attorney’s website stays on message. Multiple blog posts that explore your practice areas contribute to your relevance (and authority).
The second meaning of relevance has to do with the location of the firm being represented. Drawing a connection between your real-world legal practice and your website is vitally important to your business.
4. Turn website visitors into clients
In general, conversion means getting visitors to take the actions you want them to take on your site. On an effective website, every aspect of the design and content focuses on motivating visitors to act. For most law firms, that act is contacting the firm.
Ask yourself: What is the goal of your website?
Is it more calls/emails from potential clients?
More web form submissions?
A stronger brand image?
An enhanced reputation?
In truth, the goal of your site may change over time or across different pages. Whether you have one goal or several, there should always be a clear purpose behind every page on your site. And each page’s content should reflect its purpose.
5. Measure something, but measure sensibly
Whether your website is just launched or well-aged, at some point you’re going to wonder how it’s doing. Even among the curious, measuring performance is a polarizing task. Some attorneys love to dig into the data behind their websites, while others would rather do just about anything else, even when they know it’s important. Regardless of your preferences, you’ll need to make analytics a part of your regular routine if you want your website to continue delivering on its promise.
Put simply, web analytics is the collection and analysis of a website’s data. This broad definition can be applied to your website as a whole or to individual pages.
Common data points to start monitoring are; visitors, unique visitors, page views, and bounce rate. Start watching the trends of these numbers and the patterns they create as they ebb and flow – don’t be alarmed by dips and valleys, it is the overall average that you’ll want to monitor. Be aware of which metrics mean the most to your business and regularly check in on them.
Nothing is more expensive than a missed opportunity.