Law firm websites are important. After all, they’re your law firm’s digital front door and are the first thing a potential client sees when searching for a lawyer. One piece of evidence that websites are an integral legal marketing tool is the fact that the majority of law firms – 84% according to the ABA’s 2017 Legal Technology Survey Report – now have a website.
Interestingly, even though lawyers recognize the value of websites to their firm’s marketing, 28% of firms report that a lawyer from their firm is in charge of managing the website, and only 23% use an outside consultant. According to the Report, lawyers are also primarily responsible for creating content for their firm’s websites, with 36% reporting that multiple lawyers in the firm create the content. In other firms (33%), a single lawyer is responsible for content creation, followed by 23% who use an outside consultant, and 23% who report that the law firm’s marketing staff creates the content.
The statistics show that many law firm sites are created and managed internally by those with no marketing expertise. For that reason, many law firms make crucial mistakes with their websites. Read on to learn if your law firm’s website exhibits any of these pitfalls and find out what steps to take to improve your law firm’s web presence.
Common law firm website mistakes
No call to action. If your firm’s website is lacking a call to action, potential clients will be unable to determine what services your firm offers and the types of problems you can solve.
Poor design. When lawyers take website design into their own hands, they often make design mistakes that affect the website visitor’s experience. If your potential clients can’t find the information they’re seeking on your website, they’ll move onto someone else’s.
Inadequate metrics. In the absence of reliable, quality metrics, you’ll be unable to track your reach and your ROI. You’ll also have an insufficient understanding of your web visitor’s habits and needs.
Poor SEO. If your firm’s website isn’t optimized for search, it will make it much harder for potential clients to find you. It’s important to include the right keyword data, meta descriptions, and page titles so that your firm’s website will stand out from the rest.
Lack of mobile optimization. Google now prioritizes websites that are optimized for mobile. This is because more consumers than ever use their mobile devices to locate information. If your law firm’s website isn’t mobile-optimized, you’re missing out on reaching key clients.
Tips to improve your law firm’s website
Showcase the quality of your firm’s service. One way to provide information about the quality of service provided by your firm is to include links to favorable Yelp reviews. Including client testimonials on your website is another good option, although consumers may not perceive those reviews to be as objective as those provided on Yelp and other review sites.
Highlight client communication. Maintaining a law firm blog is a great way to show that your firm can communicate effectively with clients. Include posts where lawyers explain legal concepts in a simple, down to earth manner, thus showing potential clients that attorneys at your law firm are knowledgeable and can communicate clearly.
Emphasize experience. Make sure to include the number of years individual attorneys have been in practice and/or collectively for entire the law firm. Doing so inspires confidence in potential clients and will encourage them to contact you.
List certifications. Include any certifications or awards that attorneys in your firm have received. It’s one more way to inspire confidence and showcase your firm’s expertise.
Focus on client service. If your law firm uses online client portals for communication or incorporates other innovative communication features into its workflow, make sure to emphasize those features on your law firm’s website. This shows potential clients that your law firm provides multiple ways for lawyers and clients to interact.
Does your law firm’s website include all of these features? Which ones are missing? Take some time to review your law firm’s website and determine the steps can you take to make it more effective and client-friendly. Then, implement those changes, track and analyze your firm’s website data, and reap the benefits of an updated, modern law firm website!
For more useful website tips, check out this slideshow “Keys to a Successful Website: A Checklist for Law Firms.”