Lawyer Websites That ‘Do It All’
Today, if you’re trying to attract potential clients to your firm, you know that your Internet Funnel is one of the most important marketing systems you will build. Getting to the first page of Google is an expensive and long-term endeavor, but search visibility is only half the battle. You must make sure that when people arrive at your website, they are sent down a path that allows you to voluntarily capture their personal information so that you can follow-up with your marketing.
Here are some key things to consider when creating a “do it all” website for your firm…
Make Sure Your Website Doesn’t Look Like It’s From 2003
It sounds simple, but potential clients are turned off by “old” looking websites. If they see that you’re not updating your website, or have not given any thought to “modern” user interfaces, how can they trust you to be a “cutting edge” attorney on their case? This logic is flawed, of course – an attorney with a terrible website can still be a great attorney – but the fact that the logic is flawed is irrelevant. Perception matters, and if it’s a reason for a client not to call you, it’s something you need to fix immediately.
Keep It Simple
We know so much about our practice areas that we could wax eloquent for days about case process and why someone should hire you. Your potential client doesn’t have that kind of time, and there are dozens of other attorneys vying for their attention. For this reason, you need to keep your calls to action clean and simple. When someone lands on your homepage, they need to be able to 1) have a way to learn your story, 2) have a way to get more information about their legal problem, and 3) have easy ways to contact you, whether that’s by phone or by filling out a contact form.
Don’t overwhelm them with unnecessary information. The factors that get this visitor to call are straightforward: they want to make a judgment call about whether you’re someone they would work with, and they want to be educated about their specific problem. If you’re not fulfilling those needs, your website will not be effective.
Have Your Irresistible Offer Ready
All of these tweaks are worthless if you don’t have a compelling reason to trade for someone’s contact information. Most people enter a long research phase about their legal problem and need to be educated before they feel comfortable calling a law firm. If you don’t capture their mailing address or email address, you have no chance of following up with them effectively.
Take the top 10 FAQs people ask at every initial client meeting and record the answers into your phone, or write the answers own. Hand that info off to a writer on Upwork or another freelance site. After a couple of weeks, you’ll have your first white paper or free report to offer web visitors. Until you reach that point, you will have no other compelling offer besides free consultation, which only appeals to the “ready nows” and not the “ready laters.”
Get to work transforming your Website Funnel. It’s one of the most important things you will do for your growing firm.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.