Online businesses are at a disadvantage because their interactions with customers are mainly passive. They don’t often directly engage with their customers. Their website acts as the main point of contact so they need that website to perform the functions of a salesman — spark interest, engage, address a need, and close the sale.
This is done through intentional and innovative methods of website design, content production, and more. These businesses have learned how to attract their potential customers and prove their viability as a vendor even if they don’t have a physical location.
And these businesses have a lot to teach attorneys.
But how do these seemingly opposite types of businesses and services relate to each other? They both rely on the same tool to attract a large portion of their customers — the internet.
Here’s what law firms can learn from online businesses.
The Importance of Responsive Web Design
People are continuing to move away from computer screens and toward their phones and tablets for browsing the internet. This means the size and shape of the screen on which your website is viewed varies widely from person to person. Does your layout still look good? Do you images and text fields show up in a way that can be easily viewed by your visitors?
This is where responsive web design comes in. Online businesses need to remain available to everyone that visits their website so they make sure their material can be seen no matter if the visitor is on a desktop computer or a small cell phone. There’s no telling what size screen a potential client will be using when they are searching for an attorney. Make sure they can view your information with responsive web design.
The functionality of your website is important, but so are the aesthetics. A great looking website will invite new visitors to look around and learn more about your law firm. Online businesses include professional pictures because they know they need to encourage more views of their items.
And even though a law firm isn’t selling specific items, they are selling their services. Compare a website that is mostly text to one that includes pictures, videos, and an interesting layout. The website with mostly text doesn’t hold your attention nearly as well. And you want your potential clients to spend enough time on your website to see exactly why you’re their best option for an attorney.
Built for Conversions
Online businesses are intentional with the flow of attention on their websites. They use tools such as internal linking and a calls-to-action (CTAs) to direct their potential customers through the shopping phase and into closing the sale. These tools and specific design considerations increase their conversion rates and help drive business.
Does your law firm’s website do this? Are you asking your visitors applicable questions and offering them the answers? Does your website provide your contact information in an unobtrusive and easy-to-find manner so potential clients can get in touch with you quickly and easily? Websites should be built to garner interest in your law firm. Online businesses have perfected this.
Many law firms make use of more traditional means of advertising their services — TV ads, radio spots, and billboards are popular means for attorneys to get their names in front of potential clients. However, internet marketing is quickly taking over as the preferred method to engage potential customers.
Online businesses use tactics such as inbound marketing, SEO, and PPC campaigns to funnel traffic to their websites. This allows them to directly target the people that are more likely to use their services. Attorneys can use these exact same tactics to get potential clients to their own websites. And if you’ve bolstered your website by making sure it’s responsive, included engaging content and images, and optimized the layout, your law firm is positioned to see an increase in conversions.
As we said earlier, online businesses don’t have the benefit of in-person sales meetings. They don’t have someone who can immediately greet their visitors and tell them exactly why their company is the best option to provide their products or services. They make up for this by establishing authority on their website through informative blogs, testimonials, and more.
Trust is everything for attorneys. You need your clients to believe in your abilities, otherwise you’ll never get the opportunity to prove yourself to them. Simple additions to your website like a blog that addresses relevant topics provides a free service to your visitors. It gives them a reason to visit your website. It also proves to them that you know what you’re talking about. Online businesses know they need to use every tool at their disposal to prove their efficacy to potential customers. Attorneys should view their websites with the exact same mindset.