There are several key factors that make a law firm website excellent:
- Loading speed
- Mobile friendliness
- Local optimization
- Conversion optimization
- High-level tracking
- Top-quality user experience.
Loading speed.
First, you need to ensure that the website loads quickly, without any aspects lagging behind. There is nothing worse than clicking on a website and waiting while certain features on the page try to load. We live in a fast-paced society, and your potential clients don’t have the attention span to wait while your website loads.
Google knows this and ranks websites that load quickly much higher than websites that take a long time to load. If your website takes longer than a couple of seconds to load, don’t be surprised if your visitors leave and head elsewhere.
Mobile-friendly approach.
In today’s society, over 50% of web traffic comes through mobile devices. This percentage continues to climb year over year, which means potential clients will increasingly be looking for a law firm via their mobile devices.
As you know from your own experiences in searching websites on mobile, there is nothing worse than visiting a website when it is not designed to work for mobile devices. Images look out of place, buttons seem to be missing, and the text is not formatted in a readable manner.
What do you do when you are faced with these issues? You go to a competitor’s website.
Your website must take a mobile-first approach when it comes to design. Not only will this improve your user’s experience, but it will also help improve your Google ranking and beat out competition that is not mobile-friendly.
Local optimization.
The best law firm websites focus on containing information that has local relevance to ensure they appear in local search results. Sure, SEO best practices can help you reach national audiences, but the main focus should always be on your local area.
Conversion optimization.
As we have touched on, the main focus of your website is to generate more potential clients and convert them into clients.
To do this, you must include case studies, relevant content, and client testimonials wherever possible. In addition, you will want to ensure there are no broken links on your website and plenty of “Get in Touch” and “Learn More” calls to action (CTA) dotted around your pages where necessary.
High-level tracking.
If you are spending time and money on improving your marketing strategy and website design, all that effort is wasted if you are not tracking the results!
High-level tracking allows you to establish what is working for your practice and what isn’t, which will influence what areas you focus on in the future.
Top-quality user experience.
Finally, all of your hard work will unravel if your website is not set up to provide your users with an excellent experience. Much like any good law firm, a good law firm’s website will put its customer’s experience at the heart of every decision. Not only will this help increase your Google ranking, but it will also keep potential clients engaged for longer, making them more likely to choose to work with your firm.
Make certain that your content is easy to digest, the pages are laid out in a clear manner, and that it is tailored to your target audience.
