Having a great law firm website is more than just Technical and On-Page SEO. A great law firm website also deals with how well the user understands your firm’s services.
When it comes to law firm websites, it’s important to remember that your website is essentially the face of your business online. It’s often the first point of contact potential clients have with your firm, and as such, it needs to be able to effectively communicate who you are, what you do, and why someone should choose your firm over others.
If it’s not the first time someone interacts with you or your brand, it could be what makes or breaks a lead being retained. Maybe they contacted your firm through a referral or found another form of digital presence. Your potential client may mull over whether to go with your firm or a competitor and when they reach your site, presumably a final decision is made. So, ask yourself the following questions: If you were the potential client, would you choose your own firm based on your website? Why or why not?
While technical and on-page SEO are certainly important aspects of a good law firm website, it’s not enough on its own. A good website should also focus on how well the user understands your services. This means ensuring that your website is designed with the user in mind, with an intuitive layout that guides them through the information they need to make an informed decision about whether or not your firm is the right fit for their legal needs.
We believe that there’s 3 main factors that determine a good website for law firms. We’ll go over these below. However, if you think your site is not up-to-par with your competitors or your own vision of your firm’s online brand, give our team a call and we’ll go over where you might benefit from an upgrade.
Below are a few key factors to consider when it comes to user understanding on your law firm website:
Clear and concise messaging:
Your messaging should be clear and concise, communicating what sets your firm apart from others and what you can offer to potential clients to resolve their issue. Avoid using legal jargon that could confuse potential clients and focus on using language that is easy to understand. Most importantly, focus your messaging on the clients needs first. Speak to their pain points and express how you can resolve their issues.
Your website should be easy to navigate, with a clear and intuitive menu structure that makes it easy for potential clients to find the information they’re looking for. This means organizing your content in a logical manner and making use of internal linking to guide users to relevant pages. Some aspects of technical and on-page SEO play into the navigation of your site. Having sufficient links and the proper linking style throughout your site is huge for users exploring your content.
Social proof is a powerful tool when it comes to building trust and credibility with potential clients. This can include client testimonials, case studies, and other forms of social proof that demonstrate your expertise and success in your legal practice. When it comes to building trust and credibility with potential clients in the legal profession, social proof can be a powerful tool. Having multiple areas of your site with customer reviews or links to your Google Business Profile can help your site achieve this necessity. If possible, having video testimonials is even stronger for a potential client to see when making the ultimate decision.
We can help propel your law firm through a well-built website!
Green Cardigan Marketing is the go-to solution for law firms seeking to streamline their digital marketing efforts. Our firm specializes in online presence management and growth strategies for law firms of all sizes.
To learn more about our services, we invite you to reach out to us for a consultation.