If you want better performance from your law firm website, you can start by improving your Practice Area pages.
Each page should do at least three things: (1) tell visitors exactly how you can meet their needs in the given area; (2) provide a clear Call to Action so visitors can engage with you further; and (3) contain attractive graphics and photos.
Another tip: make sure your Home Page tells a story.
“What pops out to you in the first three seconds?” asks Peter Boyd of PaperStreet, a legal marketing firm. “Can a user tell what your practice areas are right away? Do you have a unique selling proposition? What is your story that will engage a potential client? What makes you different? You need to answer that all with engaging visuals, specific copy, and headlines that are still SEO compliant.”
Below are some other pointers for turbo-charging your website.
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Tips for a More Powerful Website
Following are more pointers from PaperStreet:
Use social proof and testimonials. Display badges of professional honors and distinction on your site.
Boost your site’s download speed. “Your website needs to load fast,” says PaperStreet. “Check out Google [for insights on improving page speed]. Then forward that report to your web design team. Have them review and make changes to get the site speed higher.”
Make sure your site is ADA compliant. Per PaperStreet: “If your site is not ADA compliant, it needs to be by now. Check out https://wave.webaim.org/ for a free report. If you need further analysis, contact an ADA website audit team.”
Have a content marketing plan. “Research potential practice areas you want to hit on, then create a plan with the page name, link to the copy, due date, approval date, and where it is going live.
Use “explainer” videos. “There’s a perception that production and filming are too time-consuming and expensive for there to be a measurable ROI for the average lawyer. This is where explainer videos come in.”
Create informational booklets, guides and downloads. “The key to ranking high in a specific area is creating THE definitive resource on a topic,” according to PaperStreet. “Become THE resource for car accidents, probate, or divorce. Produce a 2,500 to 5,000-word guide that is online. Create it as a PDF download too.”
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