Your law firm’s web design is the face of your online presence which plays a huge role in your firm’s reputation in general. Your website should instantly appeal to potential clients and inform them of your law firm’s specialties. However, just because a website looks good doesn’t mean that the website is designed properly.
Poorly designed law firm websites can also equal lost website traffic and can end up costing you more than it did to design and build the initial website.
Improve your law firm’s appearance on the web by avoiding these top web design mistakes!
1. Not Understanding SEO and Your Target Audience
One of the biggest mistakes a law firm can make is not understanding SEO, who their target audience is, and how to target them. It may seem ideal to target everyone, but not attracting the correct people to your firm can be detrimental and wastes time and money in the long run.
Most law firms have heard of SEO or Search Engine Optimization, but a lot of them are still not leveraging it to their advantage. Optimizing your website with high-quality keywords and content will lead to a higher ranking on Google and more people will come to your website! Knowing your audience will help you optimize your website and service pages to help more clients who are a fit for your firm find you more easily, leading to more clients!
The 80/20 Rule
Who knows your audience better than your audience themselves? This connects to the 80/20 rule. The concept can be traced back to the Italian economist, Vilfredo Pareto who noticed that 80% of Italy’s wealth belonged to only 20% of the population. This concept is still true today as about 80% of the world’s wealth only belongs to about 20% of the population.
So in Marketing, the 80/20 rule suggests that 80% of your company sales will come from 20% of your clients. This means that focussing on nurturing your relationships with your current clients will lead to an increase in client base through word of mouth or good faith. When your currents are happy with your work they will tell others about your firm.
2. Not Performing Market Research
Even if you know who your target audience is, it might not mean you understand how to get them to use your legal services. Because your website is your potential client’s first interaction with your law firm, it’s critical that your website appeals to them. Don’t design your website to your firm’s liking. Design the website to your target audiences’ liking.
Performing market research is an easy way to figure out what other firms are doing that is working so that you can apply it to your website. It’s important to look into what your potential clients are looking for and how you can show them what you offer and why your firm is the best fit for them.
3. Not Updating Content
Content is the easiest way to tell potential clients about your experience and services. But if your content is out of date, badly laid out, or uses fancy legal terms, then you might risk losing that visitor’s business.
Out of Date Content
When your content is out of date or forgotten about it still exists on your website and in search engines. When a potential client sees old out of date content, they’re more likely to leave your website causing a high bounce rate. The client may be hesitant to call you if the only content they can find is years or months old. It’s good practice to update and add new content on a schedule at least monthly or every other month.
Poorly Formatted Content
When your content is a huge block of text, hard to understand, and/or doesn’t use proper grammar it can be a huge turn-off for a potential client. Be sure to use headings to break up your content, use a spell and grammar checker, and break up your content into easy-to-digest paragraphs. It’s a great idea to make your content scannable to your website visitors so that the information they’re looking for is easy to find and read.
Using Fancy Legal Jargon
Using terms that any regular person can understand will show clients that you are easy to speak with and easy to work with. This can be intimidating and may hinder your chance at future business with potential clients. Be sure to have content on your website that is both professional and easy to understand.
4. Not Having a Clear Call to Action
What’s the point of knowing your target audience, designing your website to attract their business, and continually updating your content if you don’t tell your visitors what to do? Your website should tell your visitors how to schedule a legal consultation, or how to get in touch with you to further discuss their case.
Be sure to have a clear section on every page of your website where you give them the information they need to contact you or take the next step.