Simply being a lawyer with a website is not enough to sign new cases these days (in most cases).
Many people make the mistake thinking that if they invest one time in a website that it will take off and start generating leads. Sadly this leads to many firm owners thinking that it simply doesn’t work. However, for Juris Digital clients, their website is their biggest case generating asset.
That is because they understand the nuances of what it takes to really be successful in a crowded market where almost every firm in your city has their own website. They understand that they don’t only need to be found, but their potential customers also have to chose them above others in the exact same market.
Here is a list of the most common legal website mistakes we see at Juris Digital.
1. Having a website focused on nothing and optimized for everything
The worst offenders I see here are typically general practice firms where they try to tell people they’re the experts at everything. But as you know you can’t be the best at everything. The problem is that your clients and Google understand that as well.
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?
Pro Tip: Did you know that focusing on a narrow niche and becoming known as an expert in your field can get your MORE of the BEST cases?
Potential clients are always wanting to hire the best lawyer for their legal matter. Especially the clients with the deepest pocket books. 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.
Also the more you diversify the harder it is on your attorney SEO campaign.
2. You’re More Concerned About Website 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 YOU, Not YOUR 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.
For most practice areas you want to focus on content geared so that a high schooler or 8th grader can understand it. You want to be clear, concise, and address their pain points with great answers as soon as you can.
People that need to hire a lawyer are generally in one of the most stressful situations in their life. They want to work with someone who they know that can help them, someone they can get along with, and someone who is a clear subject matter expert.
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.
And let’s be honest. There is more to this than bad photos. How many websites have you been to where the main hero image on the website is all of the partners wearing suits standing in front of a courthouse or the office? Pretty much all of them.
If you don’t plan on standing out this is a great strategy to take with your photos.
5. Having a Non Mobile Friendly Website
The year is 2023 and more searches are done on mobile devices everyday than computers. That should tell you something. However there are still unethical companies out there building non responsive or non mobile first websites.
This is a sure fire way to lose conversions from potential clients.
6. Not having clear and concise information
Not having clear and concise information. Law firm websites should provide clear and concise information about the firm’s services, attorneys, and areas of practice. This can help potential clients quickly understand what the firm has to offer and whether they may be a good fit.
7. Not having a call-to-action.
A call-to-action is a prompt that encourages website visitors to take a specific action, such as contacting the firm or filling out a contact form. Without a clear call-to-action, potential clients may not know how to get in touch with the firm or may be unsure of the next steps to take.
8. Setting it and forgetting it
t is important for law firms to regularly update their websites with fresh content, such as blog posts or case updates. This can help keep the website current and relevant, and can also improve its ranking in search engine results.
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.