5 Reasons Your Law Firm Website Isn’t Generating Leads & How You Can Fix It!

1. Your website isn’t mobile friendly

Over 60% of searches today take place on mobile devices. Surprisingly many law firms are still using websites based on old technology that doesn’t respond to the size of users devices. Not only will this drastically affect conversion rates, it will also minimize how you show up in search results.

Starting last year Google already started minimizing the visibility of non-mobile friendly websites in mobile search results. This means that if a user was searching on their mobile device and your website wasn’t up to their standards, then you’re probably not going to be shown. And the problem is about to get much worse…

Google has indicated that they want to switch to a mobile first index in 2017. This means that Google is going to be prioritizing mobile friendly websites all around. Here is a video that explains the problem with

Here is a video that explains the problem with non-mobile friendly websites as well as a way to easily check to see if your website is mobile responsive.

Even if you think your website is mobile friendly you should check it out to be safe. You can run a free online test by clicking this link: https://search.google.com/search-console/mobile-friendly

Once the website loads, simply enter your website URL and select “Run Test”

 

Mobile friendly website test

 

The result will be a simple answer. If your website is mobile friendly you should get a “Page is Mobile-friendly” confirmation in green as shown below. If you pass this test, move on to step #2.

Mobile Friendly Test

If you didn’t pass this test it’s time you think about upgrading your law firm’s website.

Website Requirements & Suggestions

We know websites can be intimidating. Here are some requirements you should seek in a new website.

2. Your Website Doesn’t Have a Click To Call Option

Recently I just finished interviewing over 30 law firms who are very successful at online marketing. Do you know what the highest converting contact method was? 100% of them indicated they sign the most cases through phone calls.

Top converting contact methods

Think about how easy it is for someone to contact you on a mobile phone these days. All they have to do is click on your phone number if your website is configured properly.

In the video below you can watch as I show you the difference between a non-responsive design and a proper responsive website design.

Did you notice that the “good example” website, GJEL.com had a clickable phone number that scrolled down the page with the user? This means the user can convert easily no matter where they are on the page.

Now it’s time to check your website. Start by pulling up your website on your mobile phone. Here are the tests it should pass:

If your website failed any of the tests above you should get it fixed immediately through your website developer.

Bonus Tip: Your marketing organization should be able to tell you how many people clicked on the phone number to call you. If not, they don’t have goal tracking setup properly in Google Analytics. You can also setup dynamic number insertion if you want to track it on a macro level.

 

3. You Lack Online Organic Visibility

Is your SEO agency telling you you’re the best in the market but the calls and contacts don’t seem to add up? Organic traffic is the “Free” traffic or clicks you earn when someone clicks on your website from a search engine and visits your website. These numbers should grow over time as you produce great content, earn links, achieve higher rankings, and grow your brand.

You should have access to check Google Organic traffic yourself and here are two quick ways you can do it.

Option #1: Use Google Analytics to check your Organic Traffic
Using Google Analytic is going to give you the most accurate snapshot of your success as it’s recording the actual data to your website as opposed to making estimations like option 2 does.

To use this option start by visiting Google.com/Analytics and log into your account. You will want to navigate to Acquisition > All Traffic > Source / Medium > Google / Organic to see the organic results. You can see a quick video of how I did this below:

The one caveat to this data is that not all organic traffic may show in this report. See, some android users for example might search from a Google app. If they do this and then make the click it’s disguised under direct traffic.

Option #2: Use SEMRUSH to get an idea of where you stand
The problem with using 3rd party data to get an idea of where you stand is that they’re making estimations off of publicly available data. That being said it’s still incredibly useful, especially when comparing websites.

One tool we like to use here at Juris Digital is SEMRush.com. Although it’s a paid tool, you can get a few free snapshot searches a day.

To use this visit SEMRush.com and start by entering your website in the box shown below. Then click start now.

SEMRush

The results should give you a basic idea of your overall organic visibility as you can see in the screenshot below.SEMRush Traffic

If you know a popular keyword you’re interested in ranking for you should type that in with the geo modifier (such as a city name) as well. I’ll show you few things I do in my video below:

If you don’t have the visibility you want then it’s time to really start nailing down your organic and local SEO. Most of our clients get the majority of their new cases through organic and local SEO.

It’s important to start by defining your goals and being as specific as possible. Here is a good example of a goal:

“I want to increase my Car Accident Case leads in Los Angeles from 3 a month to 10 a week”.

Having a solid goal will allow you to reverse engineer a strategy that’s tied to those specific KPI’s. Although SEO can provide the highest ROI for your firm know that it will take time and you won’t see results overnight unless you start with Pay Per Click Advertising.

 

4. Your Online Reputation is Suffering

People are connected to the internet all day long everyday. In the old days people used to spend more time asking their friends or calling clients to judge the reputation of an attorney. These days people are using their fingertips and finding the information they want to know right away.

Typically when doing research you will find them either Googling your firm name or the attorneys names to determine if you’re a good fit for them or not.

So what happens when you Google your firm or yourself? Don’t worry, you’re not being conceded.

The results “above the fold” (where users see without having to scroll) should showcase your expertise including strong reviews and gold stars in the search results. Below is a screenshot of what I got when I Google’d the attorney’s name.
Reviews by attorney name

Is your reputation this stellar? One problem with online reputation management is that many of these star ratings are developed on websites where you don’t have direct control over them. For example, typical searches for an attorney’s name will show Avvo.com and other lawyer websites. The worst part about this is that websites like Avvo.com give you a score based on a variety of factors in their own algorithm that does not reflect your results or happy clients.

To see how your reputation fares search for both your firm name and your attorney’s names. Here are some things you should look for.

With reputation management, you need to be sure you’re getting reviews from actual clients. Here are some action items every firm should take to increase their reputation online:

If you’re reputation is suffering it may very well be the reason why less people are contacting you, even if you have a lot of great and relevant traffic.

 

5. You’re Not Promoting Your Expertise

If you’re like me then you hate the idea of promoting yourself. For some reason I cringe a bit when people talk about me. Don’t get me wrong, I feel good but for some reason I also feel a little uncomfortable.

I have met and talked to many attorneys who have the same feelings. The downside to thinking this way is that you become a passive aggressive marketer. The goal of your business is to grow and be successful. If you’re not promoting your wins I can guarantee you that the masses are never going to find out.

The sad part about all of this is that you have helped people as an attorney. You have made people’s lives better and it’s nothing to be ashamed of. Instead, it’s something you should embrace and promote on your own website.

Just like potential clients search you online they’re also spending time on your website. Here are some items your website needs to have that will help cement your expertise:

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Casey Meraz

Casey is the founder and president of Ethical SEO Consulting and Juris Digital based in Denver, CO. Casey's specialties are in organic and local SEO. He is a regular contributor to the Moz Blog and the author of How To Perform The Ultimate Local SEO Audit. If you have an SEO question or need advice please feel free to reach out by email: cmeraz@jurisdigital.com. Follow Casey on Twitter @CaseyMeraz.