Simply being a lawyer is not enough to gain business these days. Your site is in competition with the world, not just your local firms. Typically we like to share tips on how you can be better than your competition. But at the same time there are common mistakes that I see every day looking at legal websites. Don’t make these mistakes.
1. Having A Website That’s Too Generalized or Too Broad
The worst thing that you can do as a lawyer is to try to seem general. Potential clients are going to be hiring you for a reason. You have to showcase what your firm does front and center. Do you want to field calls from people who are window shopping, or do you want to do business with clients who understand that you can help them immediately?
Also, potential clients are always wanting to hire the best lawyer. Have you ever heard of the phrase “Jack of all trades, master of none?”? If you market yourself as a lawyer that does literally everything, you might lose trust with potential consumers. Instead, make sure to highlight your speciality and show why you’re the best.
2. You’re More Concerned About Snacks Than Conversions
I recently met with an attorney who was dead set on displaying social channel feeds, video feeds, forums, and other 3rd party plugins on his site, yet his purpose was to convert visitors. If you create a website that has more ways to leave your website instead of guiding them down a conversion funnel, then you’re mistaken.
Other attorneys make this same mistake by making their website busy and overbearing. Somehow, they believe, this will make people believe that the firm is smarter than the competition. This cannot be farther from the truth. The best law firm sites are simple and to the point. The sales funnel technique that works for selling socks also works for selling your firm’s services. Give your audience a single path to follow, and make sure that they know exactly where they are going. Answer any questions they might have with great content.
3. Your Content Is Written for Other Lawyers, Not Clients
You do not have to showcase your knowledge of Black’s Law Dictionary, especially since your client base probably does not know what Black’s Law Dictionary is. This is a mistake that newer lawyers make; they are fresh out of school and they want to make an impression. Unfortunately, showing off using verbose language will only turn people away. Save it for the judge and for your opposition.
The exception to this is if you’re marketing directly to other law firms online.
4. You Website Uses Bad Photos
Pictures say 1000 words. Sometimes when newer law firms are launching a new website they take shortcuts. Photos is one place where you shouldn’t take shortcuts. Having professional photos really says a lot about you and who you are. It shows that you care about details and can instill confidence in prospective clients. In our experience having bad photos will break your website and having good photos can help increase conversions.
5. Having a Non Mobile Friendly Website
Now that we’re well into 2015 I’m sure you’ve heard that you need a mobile friendly website. Back in February I wrote how you need to have a mobile friendly website before April 21st, 2015 which has now come and gone.
Now that the dust has settled I can say with confidence that you still need a mobile friendly website. If you’re websites does not pass this test, then you’re visibility is now limited in mobile searches. Competitors who have mobile friendly websites are now ranking above your’s simply because they kept up with technology.
This is even more relevant now since Google announced on May 6th, 2015 that mobile searches have surpassed desktop searches overall. This means your clients are doing research on their mobile devices. If you don’t show up, you’re losing business.
Need Another Set of Eyes?
Looking at your website day in and day out becomes useless after a while. You get too focused or trained on one thing and start ignoring the obvious. If you need a trained set of eyes to give you a second look on your website, give us a call. We’re happy to help.