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Captivating Clients: The Power of a High-Converting Website
We’ve all heard about the power of a business card and firm handshake. But in today’s digital age in which more than 35% of legal consumers search for an attorney online first, your law firm website is your online business card and that firm handshake.
Your website is your chance to make the right, first impression on potential clients before they pick up the phone to call or set foot in your office. It’s also your chance to turn casual browsers into committed clients.
But what does your website need to convert those leads, and how can you implement it for your law firm?
Four key elements of a high-converting law firm website
If you’ve spent any time on the internet, you know that not all websites are equal. They range from outdated and clunky to cutting-edge in both design and function. Law firm websites, however, are unique. To convert leads, they need a combination of user-friendly design, high-value content, strategic SEO, and client convenience tools.
1. User-friendly design that speaks to your brand
First impressions count, especially when it comes to your website. Since your website is often the first point of contact potential contacts have with your firm, you want to make sure you capture their attention and guide them to becoming clients.
Your site should be fully functional and offer an on-brand design for a positive user experience. Key aspects of this include:
Functional
- Intuitive navigation with straightforward menus and a logical structure
- A responsive design that adjusts to different screen sizes, whether desktop, tablet, or phone
- Compelling calls-to-action (CTAs) to guide visitors to the next step on every page or section
- Fast page-load times
Branded design
- Carefully placed logos
- Consistent use of brand colors and typography
- Images and video content that reflect your firm’s aesthetic and showcase your firm’s location or team members
- Adequate whitespace around text and between elements for a clean look
2. High-value content that answers your audience’s burning legal questions
There’s a good reason for the saying, “content is king.” It allows you to give clients valuable information that can establish your firm as an authority, build their trust in you, and convince them that you’re the best choice for representation.
Your website should have multiple types of content, including:
- Practice and sub-practice area pages
- About us and attorney bio pages
- Blog posts
- Downloadables (eBooks, infographics, guides, case studies, etc.)
- Testimonials and reviews
12 Legal Payment Processing Features to Look For
Want to see a healthier cash flow and happier clients? Start accepting payments online! On your quest for the right payment processor, look for features that streamline and support the way law firms operate.
Tips to create value-adding, engaging content on your website
So how do you create high-value content that captures your audience’s attention, provides value, and builds trust? Here are a few best practices:
- Tailor your content to address your target audience’s specific needs, questions, and interests
- Include specific, reliable data and statistics
- Use compelling headlines that draw them in and make them want to read more
- Add relevant images, infographics, and videos throughout the content
One of the most important things, though, is to offer practical advice and insightful analysis. This is your opportunity to demonstrate your value to potential clients—don’t waste it on run-of-the-mill content.
(No matter what kind of content you’re creating, always end with an enticing, clear CTA, whether it’s to share the post, comment, contact you, or check out a related piece of content.)
3. Search engine optimization (SEO) to get your website seen online
Search engine optimization is vital to bringing the right leads to your website, which is one of the first steps in seeing conversions. SEO does this by helping search engines understand how to match a search query with the best possible result. However, SEO isn’t all the same. There are four general categories of SEO:
- On-page SEO: keyword-rich content, title tags, and meta descriptions inform search engines on what your page is about
- Off-page SEO: backlinks from other reputable websites send signals to search engines that your site is a credible source of information for specific topics
- Technical SEO: site speed, mobile-friendliness, and structured data enable search engines to understand your site and determine what kind of user experience it might provide
- Local SEO: sets up your website so that your firm ranks for legal services within your geographic area
SEO is complicated enough, but it’s made even more so by the fact that search engines constantly change their algorithms. For example, Google’s recent update may penalize websites that rely on spammy or low-quality content.
To get the best SEO results, it’s advisable to work with an experienced SEO team. Alternatively, some web design platforms, including Rocket Matter Websites, have built-in SEO features so that attorneys can spend less time on their websites and more time on clients.
4. Client convenience tools that support client retention
Clients expect convenience in all interactions with a business, including their website experience. The design, content, and SEO all attract leads and encourage them to interact with your website.
But your clients aren’t done interacting with your website just because they become clients. Websites are commonly viewed as a source of client service.
Your website can deliver that with user-friendly convenience tools. These tools streamline communication and enhance client engagement by making processes, such as finding answers to questions, getting in touch, or making payments, easy.
Some key, client-convenience features include:
- Secure client portals for payments, document signing, and client communications
- Secure payment links
- Intuitive, smart, client-intake forms
- Automations for reminders, appointment scheduling, and submitting documents
- Live chatbots and knowledge bases for instant responses to common questions
How Rocket Matter Websites helps firms stand out online
Building a professional, high-converting website that marries beautiful, functional design, robust SEO and content, and client convenience features, is a major undertaking for even the most experienced legal professionals. Done-for-you (DFY) web services with Rocket Matter Websites will take the burden off your shoulders.
Rocket Matter Websites provides everything you need to create a high-converting website that stands out among the competition, including:
- A modern design with high-quality, licensed stock photos and simple, clear navigation
- SEO optimization
- High-value content, including FAQ pages for up to three practice areas
- Reliable, compliant, safe hosting
- Client convenience tools
Rocket Matter Websites also integrate with Rocket Matter’s legal practice management software for a seamless experience. This allows you to provide features such as a secure online client portal, online payment processing, and file sharing and e-signatures right on your website for the ultimate client experience.
Increase conversions for your law firm with Rocket Matter Websites
With the right combination of design and features, your website can become the flywheel for your law firm’s growth by attracting and converting prospects before they even interact with you.
Whether it’s an updated design or client convenience tools, Rocket Matter Websites has everything you need to create a lasting impression—and lasting clients. Schedule a demo to see how we can help propel your law firm to new heights.
12 Legal Payment Processing Features to Look For
Want to see a healthier cash flow and happier clients? Start accepting payments online! On your quest for the right payment processor, look for features that streamline and support the way law firms operate.
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