Don’t settle for less
At BridgeTac, we don’t believe in beating around the bush; you came here to find ways to improve conversions on your site, and that’s what you’re going to get. It’s important to note that there are hundreds of factors that contribute to how your site is received and its ability to turn prospects into paying clients. The four reasons we provide are problem areas that we’ve seen creep up time and time again, and we’re confident that by taking the necessary steps to improve these facets, you’ll see a welcome difference in how your traffic interacts with your site.
#1: Your website is overwhelming
One of the biggest mistakes law firms make with their online presence is not realizing that there’s such a thing as too much. If landing on a webpage is overwhelming from the start, leads won’t know what’s expected of them, where to get the answers they’re looking for, or how to decipher your JD speak (attorneys writing for other attorneys instead of clients). If you’re not engaging in a simple and effective way, leads will see you as someone they can’t relate to. And, you can trust us when we say, if they don’t think you will understand them, they’ll close your website without thinking twice.
While a clean and engaging approach is the goal, that doesn’t mean you have to simplify your content so much that you lose all traces of your professionalism. Instead, you maintain your professionalism through understanding who your clients are and the experiences they’ve had that cause them to need legal representation. If you aren’t following up with previous clients and letting them describe their journey from start to finish, you’re missing out on a valuable resource for carefully tailoring your website to convert at a significantly higher rate. Once you have a solid understanding of what factors are influencing your leads, you can present your solutions to those problems in a clean and professional way.
The content itself isn’t the entire puzzle; design plays a complementing role to what you’re saying. If the traffic landing on your site needs to pull out their glasses to read your tiny print, the impact of your text is lessened by the frustration of poor design. At the same time, it’s exceptionally difficult to take a firm seriously if their text is so large that each line consists of just a few words. One of the easiest ways to see if your site is guilty of these practices is to read through your front page and ask yourself the burning question, “Would I want to hire this firm?” If the answer isn’t an instant and resounding “Yes,” something needs to change.
Pro-tip: While content is king, design takes on the role of queen. If your design is brilliant but your content is poor, traffic to your page is going to see that you’re all fluff. If your content is amazing but design is poor, traffic will see your effort as lazy and out-of-date. Put emphasis on both to make sure that individuals landing on your law firm’s website know you’re going to solve their problems both effectively and dominantly.
#2: Your calls to action aren’t doing you any favors
As soon as someone lands on your website, there needs to be a clear directive. Whether it’s “read this,” “click this,” “consider this,” or just “call us,” there needs to be something they’re supposed to do. It’s the job of your website to guide them through this process. If there aren’t any indicators of what a potential client is supposed to do, they’re dumped into what they perceive as an overwhelming and difficult-to-navigate environment. That’s not good for business.
When considering your law firm’s website and web strategy, always be asking yourself, “What do I want my traffic to do?” Once you’ve decided on this — and a good 80% of the time the answer will be “contact me” — you can start setting your website up in a way that reaching out for a consultation is the most logical decision your site’s visitors can make.
As important as having strong and direct messages is, it’s just as important to weed out the messages that are conflicting or could cause potential clients to balk at the idea of taking the next step. If what you want is establish your professionalism, highlight your ability to deal with tough problems, and have people contact you for consultations, then frequent blog posts aren’t your friend. In that case, the content you’re putting out detracts from your goal – have traffic make the leap to becoming clients. However, if your goal is to teach people about difficult issues and show them the need for your services, then more pages and blog posts could be just what you need. For having a great website that converts on a regular basis, multiple approaches are perfectly viable, they just require proper implementation.
Pro-tip: Stay away from calls to action that might be seen as click-bait. “You could resolve your problem for free!” is a great example of what you don’t want to do. Respecting your clients and understanding their ability to filter sales from solutions is key to developing a good relationship. Therefore, consider something that offers a clear directive and presents a solution – i.e., “End your tax problem now.”
#3: There’s such a thing as too relatable
You’re a lawyer. You’re not a comedian, it’s not your job to entertain clients, and you are 100% going to be judged on your professionalism. What you put on the internet is a) available for all to see and b) an indicator of how you approach your work. Those might sound like harsh words, but sometimes people need a wake-up call. The same goes for your writing ability. If writing is not your strong suit, have someone else do it.
There’s nothing that calls your professionalism into question like a few-dozen typos plaguing your law firm’s website. Just as you specialize in specific areas of law, make sure that your contributions to your website are also what you excel in. If writing isn’t one of your strengths, find someone who can complement your skill set. Chances are the majority of your clients won’t have the same level of academic achievement as the individuals comprising your firm or practice, but that doesn’t mean that it’s acceptable to present anything other than a cohesive and curated example of your work through the words being used.
In the digital age, there’s an incredible amount of content that suffers from poor quality. With the attention span of the average reader reaching worrying lows, it’s important to maintain quality in order to retain interest. Unless you want to be mirroring the practices of the click-bait, content-poor, quantity-over-quality mills, it’s necessary that the professionalism and value of your content is never called into question.
Pro-tip: Always play to your strengths. If you find a problem area that you don’t quite understand, don’t let your pride convince you that you can handle it. Find someone who specializes in that skill and let them do what they do best. As an attorney, your specializations are honed on a daily basis and make you a prime candidate for jobs requiring that specific knowledge and expertise. The same can be said for writers, editors, designers, etc.
#4: Your contact page is scaring leads away
One of the saddest things we come across when evaluating websites, redesigning and reworking the content, and putting effective lead-generation measures in place is the state of many law firm’s website’s contact pages. Here’s the reality of the matter – if someone has clicked on the contact us page, it’s a pretty reasonable assumption that they want to contact you. This is where so many law firm websites go wildly astray. Once someone has clicked on the contact us page or link, you’re flying high. We’ve seen far too many firms trying to use their contact page as a final chance to sell themselves. And to them, we always say the same thing – “Stop!”
If you’re about to purchase a new Lexus, you’ll never say, “I’ll take it,” and then have the salesman say, “First, I want to tell you about the leather interior and the assisted parking.” As soon as they know you want what they’re offering, they’re going to be filling out the required paperwork. Once the desired action has been completed, don’t tinker. Have a simple contact us page that says something like “We look forward to speaking with you” or one that displays nothing other than your phone number and contact form; either option fits the professional and ease-of-use checkboxes.
I want to reiterate this as it seems to be where so many firms slip up – your contact page/link is not a place to sell yourself. Once your traffic takes the directed action of clicking through, you don’t want to do anything to change their mind. Instead, let them make the appointment or the call and then sell them, over the phone or in office, on your professionalism and ability to solve their problem. We’ve seen firms that have an incredible percentage of their traffic make it to the contact page only to watch in disappointment as that traffic never materializes into actual clients. While their websites have done an incredible job of directing traffic to their contact page, they tried too hard on the contact page itself and only found frustration.
Pro-tip: Don’t try too hard. While you are selling a service, you want leads to see you as offering the solution to their problem. If the contact us page delves into the heavy financials or more reasons why you’re the right person for the job, you’re going to be losing leads where it matters most – right before they convert. Once clients have reached the contact page, the heavy lifting is done. Take a step back and get ready to impress them with your experience and professionalism when they make the call.
Put it all together
While we can’t promise that your website traffic and conversions will triple (although we have seen those kind of numbers in the past), we are certain that by taking these four steps into effect, you can expect to see an increase in the ease-of-use for your website and the number of leads that make the decision to call you. Not only that, but you can feel secure knowing that your professionalism shines through to everyone visiting your website.
While we’ve looked at four tweaks you can make to improve the quality of your site, there are hundreds of changes possible for making your website into a lean, mean, lead-converting machine. We always encourage people to subscribe to our email list and receive free tips for bettering their online presence. Also, for those wanting to grow their firm in the digital age, we offer a limited number of free assessments a month and we’re always willing to discuss how we can help your firm achieve the growth you’ve been wanting.
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