Lawyer Websites: The good, the bad, and the ugly

What goes into a well-designed law firm website?  A photo of the city skyline? A copy of your latest legal brief?  Your phone number in 6 point font in the footer?  Probably not, and here’s why.

Don’t Be the Prototypical Lawyer Website

The best law firm websites have bold, modern, eye-catching designs.  Ditch the city skyline and leave the gavel and courthouse imagery behind.

Give Clients the Content They Want

Eighteen months have passed since The Rainmaker Blog published Legal Marketing Stats Lawyers Need to Know.  Remember what we learned:

  • 25% of people researching legal topics visit YouTube during the process.  Use video to answer the most common questions that arise during initial client intake.
  • Post substantive content, but not your latest legal brief.  The information you share should be understandable to a lay person.
  • Offer resources, including apps like Our Family Wizard, a shared parenting tool.

Clients Want to Talk to You – Now!

Clients are ready to act when they visit your site.  Don’t bury your phone number in teeny, tiny font in the footer of your website.  It should be prominent – above the fold, easy to find, and presented as a call-to-action.  74% of prospects beginning a search online end up contacting lawyer’s office via phone.

Offer Maps, Directions, Parking, and Transportation Links

Eighty-five percent of clients use online maps to find legal service locations.  Ask your web designer to add a Google Map with a marker to your website.  Offer directions and links to parking and other transportation options.  Include a photo of the outside of your building and surrounding businesses.  This will make your address easier to spot.

Other Important Tips

  • Get expert help with SEO – 62% of legal searches are non-branded (“Your city” “divorce attorney.”)
  • Mobile is increasingly important.  A Google Legal Services Study in 2013 found 69% use both a smartphone and a PC for research.  Ownership of mobile devices has grown exponentially in the last four years.  In 2015 a Pew report suggested that one in five Americans access the Internet only on their smartphones.  If your website isn’t mobile-friendly, you’re missing out.
  • Focus on local.  A FindLaw survey in 2014 found that 71% of people looking for lawyers think it is important to have a local attorney.  Clients don’t want to travel if they can avoid it; they may also assume local attorneys know the local judiciary better.  Whatever the case may be, follow these tips from Five Best Practices for Law Firm Websites.
  • Use Google analytics to learn everything you can about your web traffic: how you acquire visitors, how they behave once they land on your site, and how many you “convert.”  (A measurement of the latter would be how many visitors actually complete an online contact or intake form.)
  • As Lawyerist suggests, ban interstitial pop-ups.  They’re annoying (particularly on mobile) and likely to be blocked anyway by your potential client’s browser.
  • Do include proper attorney profiles.  Five Best Practices for Law Firm Websites suggests including practice areas, a unique differentiator, newsworthy legal issues you’ve resolved, and of course your experience and education.  What else can you include: how about community involvement? Interests? Hobbies? Something, anything that will personalize you a bit more.
  • Yes, you need a headshot and Five Best Practices for Law Firm Websites mentions this too.  Opinions abound about dos and don’ts, and if you’re like me you can usually pick the lawyers out of a headshot lineup.  Try Googling “modern headshot examples.”  Pinterest is a good resource.   Here are some suggestions from a digital photography school.
  • Incorporate social media and link to your blog.  These are pretty much no-brainers.
  • Consider online intake, contact forms, and online scheduling.  While most clients would rather call you, there is an audience who prefers web-based contact and online does have its advantages. If you use practice management software, intake may be built into your product.  Otherwise, look at Lexicata. Scheduling options include Setmore, FlexBooker, and TimeCenter among others.
  • Secure your site – for you and for your visitors. If you collect personally identifiable information, you must have compliant privacy policies.  (A simple contact form is enough to trigger this requirement.)

All Rights Reserved 2017 Beverly Michaelis

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