Every day, potential clients are using the internet in search of quality legal services. If a law firm is serious about attracting new clients, there is no substitute for a strong web presence.
Potential clients look for as much information as possible to make the most informed decision when selecting a lawyer. A law firm’s website will likely be the first place they look to determine who is the best choice. Unfortunately, there is not a specific template that magically works to create a perfect website.
There are, however, specific pages that will help create a positive experience for users.
Here are 10 essential elements necessary to turn website visitors into campaigns.
1. The Homepage
Whether you are a solo attorney or a large international firm, the same needs exist where a homepage is concerned. This “doorway” into the firm should:
- Precisely and quickly communicate the firm’s practice areas
- Instantly establish credibility
- Intuitively guide visitors to find answers to their questions
- Provide a direct path for the potential client to contact the firm for more information
2. About Us Page
The About Us page tells the firm’s story and why a potential client should choose your firm. A call to action should be included on the page, but it can be subtly infused in the firm’s story. In doing so, the storyline can directly provide the means for fulfilling the targeted audience’s needs.
3. Attorney Biographies
While the previous page gives a history of the firm and its creators, another page should deal with individual attorneys’ characteristics and track record. Because potential clients will be opening up about their personal lives to an attorney, the issues of trust and privacy are paramount to them. Within this page of the website, adept attorneys can portray credibility, professionalism, and sensitivity to individual needs.
For an even greater connection, a picture of each attorney should appear on this page. A headshot of each lawyer works well.
4. Practice Area Pages
Each practice area page provides a brief description of the firm’s focus areas and the type of work lawyers in that area do. For example, “dangerous drugs” would be a practice area page for a personal injury law firm. With the practice of law being so highly specialized in many cases, it may be beneficial for some firms to divide their practice area pages down even further to include sub-practice area pages.
“Dangerous drugs” would have multiple sub-practice area pages focusing on specific drug cases (e.g., Zantac, Belviq, or Elmiron). Breaking a larger practice area down into specific pages can also benefit search engine optimization (SEO) rankings.
For the varying case types handled by the firm, there should be pages devoted to providing information and demonstrating legal expertise. One way is to have a collection of innovative blog posts relevant to the firm’s practice fields.
6. Resource Center Pages
Another way to demonstrate legal expertise and position your firm as an industry leader, is to make downloadable resources available such as white papers or guides.
7. Contact Us Page
Every page of a law firm’s website should prominently display contact details. There should also be an independent page providing contact information d and the format should be consistent across all of the firm’s social media accounts. This consistency gives instant brand recognition when a potential client sees the logo and information. An embedded Google map should also be included on the Contact Us page to provide a precise location.
Client testimonials are crucial to shaping the public’s perception of the firm’s reputation. Rather than send a potential client outside the firm’s website for such accolades, a designated page on the site should focus on displaying positive and emotionally uplifting reviews that speak to the credibility of the firm and attorneys.
Highlighting reviews from other sources directly on the website is another way to showcase the firm’s reputation.. For example, pulling reviews directly from Google My Business profiles or legal review sites.
10. Case Studies
Case studies are an excellent way for attorneys to give examples of successful cases. All potential clients want to know comfort in knowing the law firm has a proven track record of successful settlements.
Use These Pages to Create a Strong Law Firm Website
By using the web pages mentioned above effectively, an attorney and law firm can express what makes them unique and necessary. If these pages are communicated adequately and correctly, visitors to the law firm’s website will be more likely to contact you for legal representation.
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