Last week we talked about the benefits of having a website that can work with your offline law firm marketing efforts. These benefits included building credibility by showing case examples and client testimonials* things that cannot be done on a billboard.
But the most important value of a website is its ability to work as the center of your online law firm marketing strategy.
Two things have to happen to make an attorney website successful. Number one, when someone types in your region and practice area, your law firm’s website needs to be on the first page of the search results. This is achieved with article publishing, inbound links, social networking, and blogging. With a little time investment, hard work from your SEO company, and a consistent number of new inbound links pointing to your firm’s website from other websites, your website should be easy to find by prospective clients.
So now that the website is found on the search engine, it’s time to convert that visitor into a contact. Websites that are old, aesthetically unattractive, and not formatted to be user-friendly will experience a much lower conversion rate regardless of where they are ranked on the first page of search engine results.
It generally takes less than 10 minutes for an individual to decide to contact an attorney from searching for the practice area, to reading the information on the site, making the decision that the law firm is capable of handling their issue, and filling out the contact form; it all takes between 5 to 10 minutes.
Within that time, you have to show that your firm is strong, stable, and capable of providing the best possible representation in your area of practice. This is done through design and information.
But of course it all starts with being found in the search engines.
*Publishing client testimonials and awarded values on websites may be against your state Bar Association’s marketing guidelines. Please verify that it is allowed in your state with your governing Bar Association before including such information on your website.
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