So maybe you’re a big law firm in a top tier market and you’re thinking about redesigning your website, or maybe you are a new attorney who is opening a practice and needs a website to help drive leads and build your brand. Either way, there are certain aspects that must be included on your website, to not only provide a great experience for your users, but help you drive traffic, and increase leads.
We analyzed over 100 law firm websites and less than 10% included all aspects that are listed below.
Great Web Design
Only about 20% met our design standards.
This was the biggest downfall for the law firm websites we looked at. Many missed the mark when it came to a well-designed website that evoked trust and authority upon the first impression. Most of the designs were outdated, cluttered, didn’t include social integration, and had an inconsistent design from one page to another.
Local SEO Built Into The Design
Only about 40% looked like they were optimized correctly.
In our opinion, SEO should be built into every website design, no matter what industry, but that does not happen as often as we would like to see. On many law firm websites SEO is overdone (over-optimized), which causes Google to devalue the website – thus not rank it well in the search results.
When searching for a company to design your website, make sure you ask them key questions to gauge their skill set when it comes to, what we call, SEO Web Design. This will ensure search engine optimization is built into the design for maximum baseline value.
Mobile Friendly/Responsive Design
Only about 30% looked great across all devices.
I’m sure you have heard this term being thrown around online in regards to website design. At its core, responsive design simply means that a website will respond visually to the device that it’s being viewed on. This ensures that no matter what device (phone, tablet, laptop, desktop) is being used, your website will look great and provide an experience your users will love.
25% had consistent messaging.
Making sure your messaging is reassuring users who land on your website that they are in the correct place, is key to lowering bounce rates and user confusion.
Now you may be thinking, well isn’t messaging just content, and yes, messaging is a part of a content strategy. Messaging is the short snippets of information that are in your images, pages titles, or sliders.
These help users understand which page they are on, and what they can expect to learn from the content on the page.
Focused Call To Action (CTA)
Only about 15% had a focused CTA strategy.
Law firm websites are notorious for having an extreme number CTA’s that just confuse users, clutter the website design and lower qualified leads.
You should build a hierarchy of CTA importance based on the goals of your website, and understand your users enough to know when and where to serve your CTA messaging.
More in NOT better when it comes to CTAs.
About 30% had content that we felt went beyond generic.
This plagues most websites, so don’t feel bad. When creating content for your website it is important to understand what your visitors want and provide in-depth information that goes beyond the generic content they can find on most other websites.
The benefits of providing in-depth content that includes lists, images, data, and goes beyond the obvious ranges from increased Google rankings to users seeing you as the leader in the legal field – thus building your legal brand.
One other thing about creating content is making sure each piece of content is structured well. Users scan content to find what they are searching for, so making sure your content is structured for that behavior is key.
Testimonials Both Video and Text
While about 80% had testimonials of some type, only 20% had them placed throughout the website.
Video testimonials and testimonials, in general, are highly valuable for building social proof for a company. Social proof is simply proof, coming from external sources, that you do what you claim. The more social proof you have, the more you’re trusted.
Video testimonials have been shown to increase trust and conversions by providing “social proof” that a company does what they claim.
Another concern we saw on many of the legal websites was that these testimonials were buried on a “testimonials” page. This is not a great strategy when trying to persuade users that you are as great as you say you are. Testimonials should be placed on every page – when they relate to the content of said page.
For example, if you have a personal injury services page, and you have testimonials from people you’ve helped with their personal injury case, make sure they are prominently displayed on that page – ideally above the fold near the conversion point (lead form/contact information).
60% had both a contact form and other contact information on every page.
It was surprising to us that there were websites that didn’t have contact information included. Yes, there was a form, but we could not find a phone number or way to contact them outside of filling out a form.
Make sure you have your contact information on every page to give the user the option to contact you in a way they feel comfortable.
Pictures and Bios for Each Attorney
This was the most common legal aspect with 98% having bios, but less than half included all 5 aspects listed below.
This is an aspect that almost all law firm websites had, so we won’t go into too much detail.
When building out your bio pages be sure to include these 5 things;
- Personal Background
- Lawyer Testimonials