7 Website Blunders That Are Costing Your Law Firm Money

 

Your Attorney Site is the FOUNDATION of your Web Existence — but not the Holy Grail…

As a lawyer, your website is one of the most essential marketing asset for your firm. Every lawyer should have a flexible, simple, informative and professional website that highlights the individuality of the firm.

There are many conflicting opinions about whether a lawyer actually needs a website. To clear up that argument, here is a fascinating statistic. A survey carried out by Nielson alleged that three out of four people in the United States search online when they need a lawyer.

That single information should be enough for you to understand just how significant your law firm website is to your business.

Below are a few important benefits of a website to law firms:

  • It’s a Powerful Marketing Tool
  • It Supplies information
  • It Establishes Trust and Credibility
  • It Makes you more accessible

However, there are several blunders typically made by attorneys in designing their websites that hinders them from getting more leads and eventually fail in converting them to customers.

Below are some of the blunders causing you the loss of many possible leads:

1. Failing to Provide Substantial Legal Information

Neglecting to provide substantial legal information is a frequent blunder in attorney websites. Folks looking at a lawyer’s web site are not as interested in the lawyer as they truly are in the legal problem that drove them to try to find an attorney.

What people really desire is information about their problem. An attorney who only claims to be an expert on some area of law does not convince individuals as much as the attorney who posts articles or blog posts showing and proving that expertise. An attorney who is qualified enough to advertise expertise in an area of law practice should know the issue well enough to supply some fundamental advice on a site.

Use that knowledge to attract and convert more customers.

2. Using an Inappropriate Domain Name

Some law firm make mistakes of using an inappropriate domain name for their websites. If possible, a domain name should give a broad idea of the type of services or product sold at a website.

Having the right domain name also helps build your brand name as well as it also plays an important part in helping potential clients to find you on search engines. The best advice is to use your company’s name (if available) as your domain name or at least something very similar.

domain name

If you pride yourself as the lawyer that eat litigation for breakfast and drink police oppression for lunch, then, use a domain name like ieatlitigationforbreakfast.com or something similar

Be professional, and remember that from a search engine optimization (SEO) perspective, the name of the website is a major variable in the site’s search engine position.

3. Not Optimizing for Local Search

If you’re running a business that concentrates on clients within a certain city or region, it is very important to get more information about local search. The majority of search engines, including Google, handle it a bit differently than keywords that are more global.

local search

Start by including local-specific keywords in your page titles and Meta descriptions. You will also need to include an address and local contact number on your pages, such as in the header or footer, so you’ll appear in the local search results.

Lastly, you will want to list yourself on Yelp, Merchant Circle, Google Places, FourSquare, and other local based sites and evaluation networks.

4. Not Optimizing for the Right Keywords

This is a huge one. It’s simple to fall into the trap of optimizing for:

  • Worldwide keywords, when you only provide services to local consumers
  • Generic keywords that attract visitors who have no interest in what you’re providing
  • Keywords that just generate visitors looking for free info, not potential clients who have an interest in purchasing something
  • Broad keywords that have lots of competitors, perhaps with a number of SEO professionals working full-time to safeguard the very first page ranking

keyword

It is best to be as specific as possible. Focusing on generic keywords might bring you a lot of traffic, but how many of these traffic are looking and willing to pay for your services? In some cases, often times, you’re much better off going for more particular phrases, which generally result in quicker rankings and more result oriented traffic.

5. Utilizing Fancy Landing Pages

Fancy landing pages are popular with web designers that wish to show off their skills, but they aren’t liked by people searching for information online. A complex flash page may look terrific once it finally loads, but many individuals will not wait around to see it.

Many website visitors immediately click away from a site that tells them to wait while an elegant graphics and videos are loading. Keep in mind the KISS guideline – keep it simply stupid.

76% of users said that the most important factor in the design of a website is that “The website makes it easy for me to find what I want.” – Hubspot

web design factor

People who come to a law firm website are trying to find legal info, not special effects.

6. Not Using a Lead Landing Pages

Online marketers have used the term “landing page” for several years to describe a sales technique focused on getting people to take one specific action. Today, landing pages have simply become a necessary element in the marketing tool kit for every imaginable company, including law firms.

A landing page is simply the page people land on because an ad or email directed them to that particular page instead of your site’s homepage.

Effective landing page make it very clear what a visitor is getting from a page and the best ways to get it.

With so much financial investment in traffic, lots of people forget the second part of lead generation – conversions, that’s where landing pages plays the ‘ultimate warrior’. They ultimately help transform more traffic into certified leads.

Below is a guide for an optimal lead landing page:

landing-page

With a single concentration on converting visitors into leads, landing page are everything focused on favorable ROI.

The simple truth is this: landing pages concentrate on transforming visitors into leads. Whether you’re asking for contact details in exchange for free law tips, white paper, free consultation or something else, a targeted landing page is going to convert visitors more.

7. Failing to Target a Specific Audience

Lawyer websites often fail to target a specific audience. This is particularly common among lawyers who have a general practice. However, an unclear site or a website promoting a lot of areas of practice is never going to attain a first page Google ranking.

Attorneys have to choose what kinds of customers they wish to target with a website, and after that develop the site around that style. Think of phrases that an individual would type into an internet search engine if they required a lawyer with the company’s know-how. If an attorney wishes to be the top DUI lawyer at the North Pole, she or he better ensure that the phrase “North Pole DUI legal representative” figures plainly into at least one page on the website.

Below is a screenshot of some of the popular practice areas for Lawyers:

law practice

Bonus Tip

Your Attorney Site is the FOUNDATION of your Web Existence — but not the Holy Grail…

Once you put up a website, you need to bear in mind that having a website alone is not adequate in attracting sufficient leads to you and your website. There are a lot of considerable method out there that can drive potential clients to your website – Blogging, Google+, Facebook, Instagram, LinkedIn, Twitter and other social networking sites will greatly help at bringing increasing varieties of visitors to your website and to you.

Don’t go nuts! You do not need to make use nor become a specialist at all of those social media channels I noted.

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Aaron Andrew Nelson

Aaron Andrew Nelson

Nationally Recognized AdWords, Online Marketing and Branding Expert for Attorneys

Aaron Nelson is the creator of Leads for Lawyers which is an online marketing method that speeds up your sales cycle by leveraging Google and customizing your marketing message when reaching your ideal prospect.