Here are the top five tips that will help every law firm website to convert more leads into paying clients!
Your website might look pretty and have cool animations, but if it doesn’t convert visiting leads into paying clients then it’s nothing more than a waste of time and money.
What you need is intriguing and enticing copy displayed all over your website that catches the attention and peaks the interest of your visiting potential clients. To help ensure your website performs to its highest potential, follow these five simple tips:
Quick and Easy Content
It should come as no surprise to learn that people have short attention spans. According to a recent survey, 79% of people do NOT actually read content on websites. More so, they skim and scan pages for key phrases as they flip through the different webpages.
The guru’s at Nielsen (the world’s leading experts in website user experience) suggests creating content that is easy to scan. That way visitors can spend minimal time on a page, but still get the gist of what you’re trying to say.
Some examples of this type of content include:
- Using bulleted lists
- Writing catchy and interesting headlines
- Making certain text stand out with bold lettering or italics
- Writing with as few words as possible
- Using images and infographics to grab attention
Consider Mobile Visitors
According to the American Bar Association’s latest Legal Technology Survey Report, mobile lawyering is more popular than ever, and doesn’t appear to be slowing down.
Nearly all lawyers surveyed (94%) reported “regularly or occasionally using a mobile device for law-related tasks at home.”
And that is just for lawyers! According to comScore’s 2014 U.S. Mobile App Report, mobile users now account for 60% of all online traffic. So what does this mean for your website?
Well, it means two main things. Remember, mobile users are even less likely to stick around and read an entire website. So this is another reason why you should have quick and easy to digest content all over your website.
Secondly, you need to prioritize where the important content is on your mobile website. Have you ever tried to navigate a confusing website on your phone? It’s terrible, and if that’s what your leads have to experience, then nobody will want to work with you. So simplify their journey by prioritizing the location of the content on your mobile site.
Don’t Overuse Keywords
Google is smart. Gone are the days where you could stuff every page with keywords like “Orlando personal injury lawyer” and then rank well.
Now Google is smart enough to look for content that is helpful and actionable. You will lose people because all they are looking for is information. Craft each page around a single idea or concept. If you write thoroughly and smartly about that topic, the keywords will flow naturally and the search engines will follow.
Tell Your Leads What To Do
Every great website has plenty of CTA’s (calls-to-action). Don’t assume that your leads are going to follow the path that would like. If you want your leads to sign up for a consultation or a call, then you need to tell them to do that exactly.
This can be done with a simple form or button that calls you right away. No matter what the CTA is, the most important thing is to clearly state what you want them to do next.
Stop Using Legal Jargon
It may sound impressive, but legal jargon is not going to help convert any leads into clients. Your website will tank if the content resembles more of a legal brief than a helpful actional blog.
One popular tip that’s proven to help is to imaging you are talking to a family member or a friend. Keep the language short, friendly and simple, which will it sound more more conversational and engaging.
Put these tips into place when writing web content, and you can create a better law firm website that engages your audience and encourages prospective clients to sign on the dotted line.