It’s a nightmare situation. You built a website for your law firm, but it isn’t helping you get new clients. What’s going wrong? If all the nuts and bolts are in place for Google to find your business and crawl your website, then the problem lies somewhere in the user experience.
Almost every element of a website impacts the user experience. If you aren’t getting the kinds of results you are looking for from your website, then it’s time to analyze some key areas:
- Look, feel, and functionality. Visitors expect a website to be easy to use and easy on the eyes. If the layout and navigation are confusing, or if your website’s design gets in the way of functionality, then you’re going to drive visitors away. This all holds for mobile, too, so make sure your website is just as attractive and intuitive for visitors using mobile devices.
- Content. High-quality, relevant content is what drives your perfect clients to your doorstep. If your content is thin, full of grammar mistakes, and over-stuffed with awkward keywords, then it’s time to focus your efforts on improving. Think about what your perfect clients want to know and want to read, then develop a content strategy to meet their needs. Your content should also include customized calls to action that clearly guide readers toward the next step.
- “Goal” pages. Speaking of calls to action, your main “goal” pages—like offer landing pages and contact forms—should be optimized to convince users to click or reach out. If people are landing on these pages because they’re interested in what you have to offer, it’s your job to make sure that it’s enticing to take action. It should be clear what they should do, what happens next, and why it’s an important step for a potential client. It is critical that these pages and forms work exactly as intended, so test them routinely.
- Trust signals. As common as it is to do business online these days, people are still hesitant to reach out over the internet to an unfamiliar law firm. By featuring testimonials and case results on your website, you can go a long way toward setting new visitors at ease. This is also a good time to look at your overall online review strategy and make sure that your reputation is positive and consistent across the Web.
- Little extras. Little touches on your website can be big converters. Along with an overall attractive and functional website, additions like Live Chat and site search can show your potential clients that you truly care about their comfort and convenience, no matter what they’re looking for.
It’s a lot to look at, but it’s important that you consider everything that affects your potential clients when they use your website. Do you need help? We highly recommend that you open up your website and work through our intensive UX Checklist to make sure that your every facet is totally optimized and ready to rock for your business. You can also give us a call at 888-886-0939 to pick the brains of our digital marketing and design experts.