Find out how law firm website design is essential for a successful digital strategy
Around three quarters of all legal sector clients visit a law firm’s website to make the decision whether to appoint them or not. It takes seconds for visitors to make up their minds. If they’re interested enough, they will have a look around to see what your firm’s offering. Law firm web design is crucial to turn these visitors in to enquiries.
Well considered law firm website design ensures your firm is perceived positively by prospective clients. Website design stretches beyond creating aesthetically pleasing graphics. It’s the framework that showcases your organisation through quality content and a user experience that converts.
There are a number of key questions to ask when implementing law firm web design: Is it simple to navigate? Does it showcase relevant information? Is the content optimised for all devices? Is the call to action effective? How will the design influence Google rankings?
Here are 6 law firm web design tips that take these factors in to account:
1. Show off great content to influence Google rankings
Relevant, varied content should be on the top of every legal marketer’s agenda. When users reach your website it’s usually because they are looking for information to answer a question. Creating content that is optimised for keywords and phrases that your audience are already using during their online search will help to increase online search visibility.
Content comes in many mediums and these need to be considered in law firm website design.
Why should you care about how Google ranks your website? Search engines drive 93% of all website traffic and Google answers 74.5% of all searches. Content is king, but it should be optimised for Google to be most effective.
Internet users love video and so does Google. Wyzowl’s latest report uncovered that when given the option between text and video content on the same page, 72% of users chose video to learn about a service or product. Law firm website design that incorporates video content into pages stand to reap the benefits of a higher search ranking, an increase in traffic and engagement.
2. Make your website a hub for content marketing
During the early stages of law firm website design, marketers should consider how they can get the most out of their content marketing. This marketing approach helps to improve a firm’s brand perception, increase user engagement and drive conversions. Firms that have an enterprise content management system (CMS) in place like Sitecore, can benefit from a range of content tools like, Sitecore personalisation, email experience manager (EXM) and Sitecore analytics to achieve great results.
This enables marketers to gather audiences from social media channels, forums, blogs, industry websites and trade press websites and place them in the company website viewing great content that matches their needs. A goal of the design is to then keep these users engaged and hopefully drive an enquiry via contact forms, email or a good old fashioned telephone call.
3. Implement personalisation to engage visitors
Using personalisation tools can help increase engagement and customer-loyalty by showing website visitors content that’s relevant to them, optimised for their device and available at a convenient time. 97% of all law firm websites neglect to use any personalisation, meaning most firms are missing a lot of potential business opportunities.
Sitecore personalisation can be set up to show visitors content based on a range of demographics and activity triggers. Developing customer personas to associate personalisation rules can also be used to strengthen a content marketing strategy.
Internet users get personalised digital experience from the likes of Google, Amazon and Tesco every day. If you get personalised content at every stage of your digital journey when buying a dozen eggs, its only reasonable to expect it when researching a divorce lawyer or finding a legal partner to help with a big business deal.
4. Make your law firm web design mobile first
Over 3 billion searches take place on Google daily. If you also consider that 98% of all mobile phone owners use their devices to search for information, it’s not surprising that law firm web design that has a mobile first approach has the competitive advantage in the digital landscape. If a website isn’t indexing for mobile on Google, then firms could be missing opportunities through visibility that can easily be resolved.
A mobile first approach to legal websites will increase engagement and appeal to younger audiences that live in an ‘always on’ digital world. Mobile audiences have grown accustomed to services that offer instant gratification with minimal effort, so legal firms can’t afford to have slow website speeds on mobile, or any device.
Approximately three quarters of all legal clients visit the organisation’s website when looking to appoint a firm. Firms should ensure their sites are optimised for all devices and operating system or risk high bounce rates. When website visitors quickly navigate away from a page the impact isn’t just the lost business, it also tells Google that the content wasn’t relevant. This could impact Google rankings.
5. Make a great first impression
Many marketers over-complicate the requirements of a great home page in the B2B marketplace. A great B2B website will communicate six key things concisely to a new visitor in less than 10 seconds:
- Who are you?
- What do you do?
- Who do you do it for?
- Why should a visitor pick you?
- How do you get in touch?
When a potential customer has this information they can make a quick, informed judgement as to your law firm’s suitability for their specific needs. Communicating this crucial messaging quickly and effectively will build trust and stand-out from less impactful websites. Communicate these elements quickly and you should see an immediate improvement in conversion rates
6. Reflect your offline brand digitally
Digital marketing shouldn’t be a separate entity to a firm’s offline activity. The firm’s identity should be consistent across offline and online channels to create an integrated experience for clients.
Everything from the colour palette, typefaces, tone of voice and branding will determine how the firm is perceived. This should echo the offline marketing and experience. For instance, how content is phrased should feel and sound like the familiar service a member of staff might offer in person. Law firm website design that successfully does this will create an authentic experience for users.