Digital marketing plans work best when every channel works together, and your law firm’s website is the hub or the heart of every marketing campaign you run. Landing pages may change, but every element of your website should be laid out so that users get the information they are looking for quickly and in a format that keeps them engaged.
Consider the User Experience
When a user visits your website, it should load quickly and adjust to fit the appropriate screen size for mobile or desktop. Images that are too large can greatly increase the load time for your site, so you should use smaller images or compress the images that are already on the site. You also want users who are looking up your firm while on the go to have full access to your site without scrolling from side to side on their mobile devices.
Include Enough Pages – And Lay Them Out Well
Another important aspect of a visitor’s experience on a website is the layout of the pages. Users will not want to search endlessly for buried information on your site, so you should make the information on each page easily accessible. To improve your SEO rankings in Google, it helps to create a page for each area of law your firm practices as well as a page for each lawyer. Include keywords on these pages that target people looking for representation in specific areas. Adding a blog to your website will also help with SEO, and allow visitors to consume additional content and use your site as a resource.
Showcase Your Credibility
You can establish credibility on your website by including testimonials from former clients, badges or relevant awards and the names of publications that mentioned any of your lawyers. Also consider featuring case studies or case results to further demonstrate your expertise. The more “social proof” you include from those who have benefitted from your services, the more likely prospective clients are to take a chance on hiring you.
Focus on the Content
Google ranks websites based on both the format of the content and the content itself. The more pages a user visits on your site, the better. Your content should be easy to scan, and include multimedia elements, such as images, videos, infographics and more – these are great ways to break up the text. Internal links can help users navigate to other relevant content or pages, increasing the time they spend getting to know your firm.
All of your ads, social media posts and email marketing will link back to your website, so the design of the website needs to give visitors a clear understanding of your firm and how you can resolve their legal issues.
38% of users will stop engaging with a website if the content or layout is unappealing.
Do you know whether your website is effectively bringing in new leads online?
to learn more about starting a website audit with KWSM.
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