How Your Website is Costing Your Law Firm Money
Everyone is always looking for the next big sell. Marketing plans are created, meetings held, proposals approved. And yet, your revenue isn't where you would like it to be. It's time to take a different approach. So, let's look at the face of your firm: your website. This is your first impression, digitally speaking.
This is your first impression, digitally speaking. With 94% of people stating they feel websites with good design are more trustworthy, it's no surprise that your website has a direct effect on your revenue. Below are four ways your website could be costing your law firm money.
Your Site is Out of Date (And You Don't Realize It)
So, you revamped your website a couple of years ago. That should get you by for quite some time, right? Hell no. Sorry to be the bearer of bad news, but things change extremely fast in the digital marketing world. Responsive web designs provide optimal viewing experiences as your website "responds" or resizes itself to the device's screen that is being used to view your web pages (Confused? Check out these examples). If you redesigned your website before 2013, you most likely didn't hear
If you redesigned your website before 2013, you most likely didn't hear of the responsive aspect or maybe you thought it wasn't worth the extra investment. Well, it's officially time to invest. Mobile search will surpass desktop in 2015. eMarketer explained in its Key Digital Trends for 2015 that "the ubiquity of smartphones, and consumers' growing use of phones in almost every waking moment of the day, means that search will be more mobile than desktop next year."
When half of consumers say they won't return to a website if it doesn't load properly on their mobile devices, you know it's officially time to invest in a responsive website. And besides, studies have shown that 62% of companies that designed a website with mobile in mind saw an increase in sales.
You Don't Utilize Practice Services or Location-Based Keywords
Have you analyzed your site's content lately? More often than we care to see, lawyers and law firms do not have pages dedicated to their specific practice area. In addition to this, you should have pages on your website that speak to the area in which you practice. These pages will help with your SEO when people are searching for certain services.
An important thing to note is that most people search for solutions to their problems. Meaning, instead of Googling "attorney" or "Cleveland attorney," they are looking for "car accident Cleveland attorney" or "personal injury Cleveland Ohio attorney." Focusing on utilizing these longer-tailed and location-based keywords will help you appear in search results.
Relevant Content is Not Available to Visitors
Think of your practice. Are you a criminal lawyer or do you practice family law? Now, think of you typical clients. What are their needs? What common questions do they ask? Your website and the content featured on your site should be speaking directly to your target clientele. Too much legal jargon can intimidate someone from working with you. But at the same time, not enough relevant content will also keep them from signing the bottom line.
Try incorporating a blog on your website. Blog articles and featured videos are a great way to provide information to prospective clients. As I mentioned before, people are looking for solutions to their problems. Publishing relevant content on your website -- like, Questions to Ask When Choosing a Divorce Attorney -- can draw people to your services.
You Forgot About Google+
Oh, Google Plus. The social channel that eludes most people (personal claim, though there may be studies to prove it). First of all, set up your business page if you haven't already done so. But don't just stop there. After you complete your profile, be sure to verify your page and start sharing content, link your YouTube channel and add a Google+ badge to your website. As Google itself explains, "your page, along with your most recent posts, is eligible to show on the right-hand side of Google search results. The more content you post, the stronger your presence can be on Google.com."
Still not sure if your website and legal marketing plans are as strong as they need to be? Talk to one of our marketing experts to find out! It's free.