A business’ website is their official calling card. But gone are the days in which websites provided merely the basic contact information of a company such as a law firm like yours. Today’s websites serve multiple purposes. Aside from being an information hub about your business and its range of products and/or services, a company’s website serves as the primary “salesperson” that a visitor or potential client encounters. That’s why it’s crucial for companies such as law firms to invest in proper digital marketing, which begins with an effective website. After all, this is the primary customer-facing part of a company and it must reflect the same values, messaging, and identity of your business, which it represents.
Law firm digital marketing involves ensuring that your website is optimised enough to earn you more leads and potential clients. This client-facing facet of your business needs to represent your law firm accurately enough to capture your audience’s attention, offer valuable content, and keep them interested enough to either come back or give you a call. This process is very similar to the marketing conversion funnel, wherein the goal is for your lead to take action, where it be to pick up the phone and call you, subscribe to your email newsletter, or eventually, enlist your service. So how do you build a website that will achieve all these things?
Law Firm Marketing Tools: Your Website
Social media networks such as LinkedIn and Twitter, as well as email campaigns, are just some of the law firm marketing tools you can utilise to land more leads. To maximise the investment on your online presence, make sure your website is fully optimised and capable of representing your firm clearly and effectively, so you can connect to your prospective clients better. Here’s how you can transform your website as part of your overall law firm marketing strategy.
Make sure your law firm website is optimised.
As with any law firm marketing strategy, your website must be aligned with your business goals. These business goals will enable you to determine what the website’s objective is. Do you want to convert more visitors into leads? Do you want visitors to complete an action on your website? What value do you place on specific actions your visitors do on the website? These are just a few questions you must answer as you design and build your website. If executed correctly, your law firm website, especially when optimised, will yield several business benefits and achieve your objectives. Ensuring that your website is optimised increases the rate at which your website can convert visitors to engaged audiences, avid subscribers, or paying clients. When looking at the bigger picture, this in turn will yield a better ROI, especially when your law firm digital marketing strategy involves paid Google Ads.
Optimising your website does not end with its technical backbone. Optimisation can also refer to how you can improve your law firm website’s ability to rank high up in the results of a search engine. Search engine optimisation is the process of improving several factors in your website to achieve a better rank. Such factors include your page titles, keywords, content, page speed, and user experience.
An efficient company website must be fast. Visitors who search for websites like yours are often in need of information, a quick answer to a question that is on their mind. Be the website that comes to the rescue quickly, so to speak. Fast-loading websites are important because users’ attention spans have shrunk and a large portion of users tend to leave a website if it doesn’t load within 3 seconds.
Organise your content well so that your visitors can easily find what they need. Whether it’s a list of your services or a directory of your offices, make sure both content and visual elements on your website is organised well enough to make navigation intuitive for the user. Neil Patel recommends keeping the reading level of your website at 7th or 8th-grade reading level. Keep your messaging straight to the point for clarity. Use calls to action as visual cues, so users know where to go or what to do. Lastly, make sure that your website’s key messaging is clear. Create copy that’s clear and concise and avoid large chunks of text. Here are 8 more things you should consider including in your B2B website.
Create meaningful content.
Showcase your credentials and client feedback. Your website should reflect the credibility of your law firm. Thoughtfully present your services through informative, insightful case studies that visitors can download in exchange for signing up for your newsletter. Share success stories supported by client feedback. Regularly seeking client feedback will not only look good on your website and create credibility, it will also improve client retention and improve customer relations. After all, client feedback is vital in the process of improving your law firm services.
Companies like yours can benefit from law firm digital marketing strategies developed alongside B2B marketing experts. With sound advice from a B2B marketing agency like ours, you can transform your law firm’s website into an effective tool that turns visitors into warm leads and paying customers. Reach us today to get started.