How to Attract Website Viewers, Not Turn Them Away
In the online battle for the attention of potential website viewers, you need to be found. But that's only half the battle. After that, potential clients need to choose you, out of all the other attorneys who compete with you.
In order to accomplish that, you need to create a website that not only includes elements that attract viewers. You also need to avoid elements that repel or turn off the viewers who find your website.
Here are some things you shouldn't do when designing your website:
> Don't write a book.
Think about writing for your website the same way you do for your social media platforms. Write just enough that everything is relevant and easy to follow. If you get distracted on tangents or sway between topics, consider either striking that section from the site or adding pages relevant to those pieces of content.
> Don't clutter up your website.
Use crisp designs that captivate the eye without distracting the subject matter. Carefully consider your use of color, photos, fonts and structure. My colleague Brian Farrell has already written about how to Color Your Way to a More Effective Website.There's some great information there that's worth your time to check out, if you haven't already.
You should also find photos that are relevant and evoke feeling — don't go for that generic courthouse photo or statue of the scales of justice that every other law firm uses. Take professional photos of your attorneys and city or town, and display those prominently.
And talk to a professional about the right fonts that are easy to view online and encourage readers to keep reading.
> Don't go crazy, but be unique.
Most potential clients expect a high degree of professionalism from their attorneys, so you need to convey that image. At the same time, you don't want to create a website that is identical to all the other lawyer websites in your geographic and practice area.
> Don't bury your contact information.
Potential clients won't contact you if you don't make it easy for them. So make it easy. Display your contact information in the top right corner of every page.
> Don't forget a call to action.
In order to convince potential clients to become actual clients, you need to give them something to do. Include a conversion form, email, phone number and live chat feature that is organic and not in your face
> Don't ignore the advice of people who know you.
Ask friends and family to view your website and give you a pulse for whether it feels like it captures the personality of your firm.
To learn more about how to avoid elements that repel website viewers, call us at 866-799-3717, or click to contact a LexisNexis Law Firm Marketing Specialist.
Also check out these previous posts:
Leave a Comment