You’ve done it! You’ve got a fresh new website full of flashy text, drop-down menus and eye-catching images…and not one new client has contacted you in weeks.
As you’ve realized, it’s not enough to have a great-looking page, you need content that will inspire your readers to get in touch. You may have the technology, but without a solid marketing framework devoted to client conversion, at the end of the day, you’ve just got a pretty picture.
Check your website for these big three legal website mistakes:
- Wasting your most valuable web space. The top third of your main page is your most valuable online real estate, so many people believe instinctively use it for their practice’s logo, or a picture of their partners and staff. And now you’ve done just what every other law firm has done, and that's not a great way to set yourself apart. Think creatively to grab your reader’s emotions: an attention-getting headline, a short video, and an introductory paragraph all appeals to your customers’ interest and keep them reading.
- The “I” trap. Many attorneys make the mistake of thinking their website is about them, filling pages with credentials and school backgrounds and what kinds of sports they enjoy on the weekend. The truth is, it does not matter how long you have been in business or what school you went to because your website isn’t about you: it’s about your client. All readers on your law firm website are wondering what you can do for them, how you can solve their problems, and why they should choose you to help them. If you answer the first two questions, the last will answer itself.
- A web page is not a book. Although you probably started building it from the beginning, very few people enter a website from the first page. They could get to your site from another link, from a news article, or a web search that lands them on any one of a thousand internal pages. That’s why it is vital that every page includes attention-getting content, helpful information that answers the reader's questions and a call-to-action.