You’ve probably learned by now that it’s not enough to have a good-looking website. You have to have a smart website that’s constantly working to bring in business. The best way to achieve that is through customer interaction: keeping your reader interested, allowing him to ask questions, and giving him a reason to come back.
Unfortunately, there are many simple ways to overlook this relationship with the reader. Here are the three worst interaction mistakes you can make on a business website:
- Using email or a phone number as the only way for someone to initiate contact. Your customers are just as busy as you are. They may have time to look around your site, but picking up the phone and calling a stranger is time-consuming (and intimidating). By offering more information in the form of a book or free report, you are acknowledging that hiring an attorney is a big decision, recognizing they are busy people who need time to think it over, and suggesting they are wise to stay informed.
- Failing to have a “Live Chat” box on your site. You’ve probably noticed that more and more commercial sites are offering a Live Chat with a customer representative. This can be very useful for customers who don’t want to comb through your site for answers to their questions: they want personalized information immediately. Some attorneys balk at the extra expense of training someone to be the Live Chat operator and ensuring that there is someone available to speak with these customers 24/7. However, depending on who your ideal client is, this could be an invaluable feature to add to your law firm’s website content.
- Ignoring your client’s emotions. It’s not enough that you have what the customer wants—you have to convince him that you’re the only one who can give it to him. You have to acknowledge what the reader is going through, discuss the problems they are likely facing, and address how you will be able to help them with each of these problems. If your content lacks humanity and compassion, your readers won’t be reading for long.
What do these things have in common? All of them are designed to move your prospect closer to starting a conversation with you. If you miss that opportunity, your customer will move onto someone who doesn’t.