You’ve Got Questions About Website Design; We’ve Got Answers!
A good website design comes off as uncomplicated and simple to use. But creating a design as beautiful as it is useful isn’t as easy as it looks! Here we answer the most common website design questions we field.
We hope that you are able to answer your questions here. If not, pick up the phone and call 888-886-0939. Our team would love to help you better understand how we design killer, conversion-rich websites.
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What Is Responsive Web Design?
While some web design strategies come and go, there are a handful that revolutionize the game and elevate the standards of greatness. Responsive web design is one of them. This is something that used to be the “next biggest trend,” but it has now become a staple of modern website builds.
If you’re not familiar with it, you’ll want to get familiar. A responsive design can improve the experience users have on your site by a TON, while modernizing the look, feel, and function of your “virtual office.”
What Makes a Website “Responsive”
When we talk about “responsive web design,” we’re talking about designing websites that recognize the device a site is being viewed on and deliver a compatible user experience. So, when potential clients view your website on a phone, they automatically see a mobile-friendly version of your site. If they pull up your site on a desktop or laptop, they will see the more traditional version of your site.
And responsive design goes deeper than just how your website looks to users. Responsive designs take into account screen size, screen orientation, input methods (like clicks, taps, and swipes), screen resolution, privacy settings, and more. Each person that visits your website automatically gets an experience that’s customized to the type of mobile device they’re using.
How cool is that?
Before responsive web design was a “thing,” you’d have to essentially create a different copy of your website for every device on the market, and then you’d have to add new versions every time a new device came out. With the current prevalence of mobile devices, it would be impossible to keep up!
It was extra horrible for tablet users because tablets typically fall somewhere in between laptops and smartphones. Users accessing your site on a larger tablet usually want a more traditional website experience, while users on smaller tablets usually want a more mobile-optimized experience. It was a nightmare for tablet users to get a good experience when browsing! Now, responsive designs have resolved all that.
So, that should give you an idea of why responsive design has become the industry standard—and a mobile marketing must-have. Now, let’s talk about why it really matters to you.
What Makes a Responsive Website Matter to Lawyers and Doctors
Everything about your website should support your goal of bringing in new cases and clients or patients—so the user experience on your website is key. Trying to navigate a traditional website with a smartphone is very difficult. It usually involves a lot of zooming in, scrolling around, and frustration, which most modern web users aren’t going to put up with. If it’s tough to even minimally read and navigate your website, it doesn’t instill a lot of confidence in your ability to provide a great experience in person. It also makes it a lot easier to give up, click away, and visit your competitors’ websites, instead.
In a service-focused business, like doctoring or lawyering, this is HUGE.
And the truth is that even Google prefers responsive websites! A responsive design makes it easier for search engines to index and apply their algorithms to your website. Plus, the device-optimized experience is great for the search-engine users that Google wants to keep happy. The outcome is that, overall, responsive websites rank higher than sites using the old “separate mobile site” model, and they are crawled more efficiently by search engines.
In short, what we’re saying is that responsive web design can improve both your search rankings AND the user experience for your leads and contacts.
You can’t beat that benefit combo!
How to Get a Mobile-Responsive Website for Your Practice
It’s no longer a trend; it’s the standard. If your website isn’t seamlessly responsive to mobile devices, you’re probably already losing leads.
A responsive website design shows potential clients and referral sources that you’re sensitive to the needs of all the users who find you—and it builds confidence that they’ll have the same great experience when they call your office or meet with you about a legal matter.
Ready to embrace a mobile-responsive website design? Want to automatically give people what they want without having to think about it? Schedule a design consultation with our award-winning team, or call us at 888.886.0939. Let’s start building a website that works hard for your practice and your visitors.
What Makes a Great Client Testimonial?
While it isn't likely that a visit to your site will trigger a full-blown panic attack, people usually experience some level of anxiety when contacting an attorney or a doctor. They come to you because they need help or have sensitive questions, and they’re often worried that they won't make the right decisions.
If your website and marketing do nothing to soothe this anxiety, nervous visitors will quickly leave your site in search of someone who CAN assure them that they’re making a safe choice.
To calm clients’ fears, I suggest utilizing the best “anti-anxiety pill” for websites that I know of: testimonials. When incorporated into your design and used strategically, testimonials from your past clients and partners have the power to effectively soothe any anxiety clients, patients, and referral sources might feel when they visit you online.
However, while you might appreciate every positive testimonial you receive, not all testimonials are created equal. The truth of the matter is that some of your testimonials are more powerful “trust signals” than others. But how do you figure out what your best testimonials are?
7 Qualities to Look for in a Great Client Testimonial
When deciding which client testimonials to feature on your site, look for the ones that hit all the right notes:
- Specificity. Look for client testimonials that address the specific practice areas and services you offer. These kinds of testimonials can create a stronger connection with potential clients because they more clearly show that you have resolved specific problems for past clients—the kinds of specific problems that your potential clients are actively concerned about.
How to use it: Sort your testimonials into categories, just like you do with your blogs and other content. (This is super easy to do in DSS!) Once they’ve been sorted into the right categories, it’s quick and easy to apply them to the most relevant pages on your website.
- Length. Shorter testimonials aren’t necessarily “bad,” but the more details that are provided, the better. A few one-sentence statements won’t hurt you at all, but you may want to look for more in-depth testimonials to feature on your website. Look for the ones that tell a story and really get into the client’s experience with your practice.
How to use it: When most of the testimonials you feature on your site are short and generic, it looks a little fake. Use a mix of short and long testimonials, with a preference for the testimonials that tell the most compelling stories.
- Objections. Here’s a little advice from marketing master Dave Frees: get testimonials that address objections. Ask clients what they were worried about before they saw you, and what the main sources of their anxiety were about choosing you. These kinds of testimonials assure potential clients that they’re making a good choice—and that your services or goods are worth the cost.
How to use it: Use testimonials that address objections on the pages with your most important calls to action, where they’ll have the most relevant impact.
- Proximity. Look again at the advice above because it leads into something really smart and effective. Where you use your testimonials on your website can be as important as which testimonials you choose to feature. To adequately assuage anxiety, potential clients and visitors should see relevant testimonials at every stage of their “customer journey.”
How to use it: Like we said above, a “cost-justification” testimonial should be positioned on your contact page. Doing so says, "Don't worry about the cost, this attorney/doctor/service is worth every penny!" However, don’t forget to place similarly relevant and assuring testimonials on other pages, too. Visitors should see them on your homepage, on your landing pages, and even in your email campaigns and other marketing materials. You want to start building a relationship with the potential client by featuring the most relevant trust signals at every critical step of their “customer journey”—from visitor to client.
- Intensity. You need to decide just how intense anxiety about purchasing your services really is. If this is a high-stress decision for many of your clients or contacts, you need to take care that the intensity of the testimonial matches the intensity of the page.
How to use it: Are your testimonials powerful enough to over-correct for anxiety and address the substance and perception of potential clients’ fears? Does the tone of the testimonial match the tone of the page it's featured on? For example, a light-hearted testimonial might be totally appropriate on some pages, but it could be jarring on a serious page about brain injury or wrongful death. Likewise, a very serious or emotional testimonial might distract from the main point or message on a less intense page.
- Authority. Any testimonials you include should carry a certain amount of authority. While all well-written—or well-spoken—testimonials are good, a review from a recognizable name is even better.
How to use it: A testimonial from a local celebrity or government figure can carry a lot of weight, especially when it’s someone that your perfect clients would recognize. However, you don’t have to get a celebrity to sing your praises. You can increase the authority of your testimonials by using clients’ names or initials (with their permission, of course!) or adding a location. For example, your testimonial might look like this: “Smith Law Firm solved all my problems!”—Bob S., Atlanta, Georgia. This can humanize your testimonials and make them more convincing.
- Video. If your client or another testimonial source is comfortable doing so, a video testimonial can be extremely powerful. Video gives a personal feel and conveys emotions that a written testimonial cannot.
How to use it: Make sure your website supports video, and make sure that it’s easy to add and categorize them. Testimonial videos are a powerful feature on homepages and practice-area landing pages, and they’re compelling when you pepper them throughout your blog content and social media posts. These can be the highlight of your website design or just a little more supporting “oomph.”
Keep in mind, of course, that state bar associations have different rules and regulations regarding client testimonials on law firm websites, and websites for medical practices always need to be sensitive to patient privacy regulations. The good news is that most lawyers and doctors are allowed to use testimonials on their websites, as long as they are truthful. NEVER buy testimonials or reviews, and make sure you look into the requirements in your state to see if you need to add appropriate disclaimers or take another action to adhere to best practices.
We’re happy to work with you to identify limitations and incorporate testimonials ethically on your website. While we’re not experts in every state’s rules and regulations for every type of business, we do have a lot of experience with other law firms and medical practices around the nation. If you have a question, there’s a pretty good chance that we’ll either have the answer or know where to start looking.
Build More Trust Into Your Website Design
You may have a degree from Harvard and an impressive professional background, but those things don’t matter to most potential clients. Instead, people want to know that you’re good at what you do and that you can help them solve their problems. They also want to know that they’ll have a good experience working with you and your team.
So, let your testimonials from past clients and partners explain how great you are. It is far more powerful, and it shows potential clients that you’re someone they can trust. Even just a handful of sincere testimonials from satisfied clients will go a long toward putting the visitors to your website at ease.
Need to add more “trust” to your brand message and website design? Contact us at 888.886.0939, or start talking with our award-winning team about your ideas in a website design consultation.
- Specificity. Look for client testimonials that address the specific practice areas and services you offer. These kinds of testimonials can create a stronger connection with potential clients because they more clearly show that you have resolved specific problems for past clients—the kinds of specific problems that your potential clients are actively concerned about.
How many pages should I have on my website?
Gone are the days of single page “homepages,” and here are the days of multi-page, multimedia websites! But how many pages are enough to make your website a winner?
It’s a tough question! Unfortunately, there’s no magic number of pages on your website that will secure you the number-one spot on all the search engines or bring in all the clients and cases of your dreams. You’ve heard us say it before, and we’ll say it again: there are no “magic purple pills” or guaranteed Page One results in marketing!
While there’s no upper limit to how many pages you can have, there are some guidelines and formulas that we know work well for our website design clients. If you’re in doubt, follow the guidelines below to build a website that has the right number of pages to best position you for getting new visitors, clients, and contacts.
The Core “Building Block” Pages of an Effective Website
Attorneys, doctors, and similar service-based professionals often have similar-looking websites because they need essentially the same things out of their websites. While you don’t want a cookie-cutter site that looks exactly like everyone else’s, you do want to follow a basic formula that’ll meet your users’ basic expectations for a “doctor website” or a “lawyer website.” Once you have those “building block” pages in place, you can inject your own personal flair or “break” the formula to better fit your perfect clients’ needs.
In your first web design meeting with the FWM team, we’ll start discussing what types of core pages we will create for you and how many. These pages become the foundational “skeleton” of your website, and usually consist of:
- A homepage
- Several practice area pages
- An “About Us” page
- A “Contact Us” page
- A testimonials page
- A video page
- A blog page
- Several library article pages
There can be a little variance in the core pages we create for your website, depending on your needs and desires. We also work with clients to add custom pages—like referral pages or community involvement pages—that might make sense for their businesses.
While this foundation of pages is designed to improve your search engine optimization (SEO) and be compelling to your perfect clients, we also give our clients the tools to add as many additional pages as they please through our Dynamic Self-Syndication (DSS) web content management system.
During the process of creating your website, we will teach you how to use DSS to quickly and easily add your own pages to your website. Whether you’re adding blog entries and articles or uploading videos, testimonials, and recent case results, this supporting content is going to be the key to your website’s long-term success, as we’ll explain below.
Supporting Pages Flesh Out Your Website and Build Up the User Experience
When we launch your new website, it will have all your core pages in place. Now, it’s up to you (or our friendly marketing services team) to flesh out what you’ve started with. There is no limit to the number of pages you can have on your website, so don’t be afraid to really stock it up with excellent content and relevant pages.
Put yourself in your perfect clients’ shoes, and think about what you would want to see on a doctor’s or attorney’s website—or why you might be Googling for those services in your area. Then, add pages to your website that meet those needs and answer those questions.
Not sure where to get started? Here are some examples of what we recommend:
- FAQs. Articles that answer frequently asked questions are always popular—it’s the most obvious place to look if you have a question! Think about the real questions clients ask you in person or through email and answer those questions thoroughly on your website. Having those answers right there improves the user experience, and it can save you time in the long run!
- Library articles. Library articles typically focus on presenting more in-depth topics in a digestible way. Potential clients in the “research phase” will love these kinds of articles, and they’re often the pages that bring in a sizeable amount of your new traffic from search. Think about what motivates your perfect clients to seek your help and what kinds of questions they ask before they’re ready to come see you about a problem—these will be your best topics!
- Blog posts. Your FWM website is designed to include an on-site blog, so make use of it! Blog posts are generally more casual than library articles, but they should still answer questions or offer some tidbits of value for your potential clients. This is a great place to show your personality, whether you’re explaining a change in the law or talking about a local charity drive.
- Case stories. The stories of your cases and clients show your website’s visitors exactly how you have solved problems that are similar to their own. Case stories also create an emotional connection that can stick with potential clients, even long after they log out. Find out more about how to write compelling case stories.
Google loves authoritative sites that are chock-full of relevant information. However, don’t try to add so many pages that your quality takes a dip. Always make certain that each page you add is relevant to your practice, contains accurate information, and offers your readers something new and thoughtful. Repeating the same information on multiple pages, using duplicate content, or resorting to keyword stuffing WILL end up harming your search rankings and online reputation.
Add More Pages as You Go to Keep Up the Momentum
You should never be “done” adding pages to your website. Over time, your website should sustainably grow into a rich, compelling, and relevant resource for the people your business serves.
Never let your website go stale!
Develop an ongoing content strategy that works for you and that you can keep up with over time. At the barest minimum, that strategy should include at least four blog posts per month, which is one per week. Or, if you can manage it, do more!
Don’t stop there, though. Along with your blog posts, keep adding library articles, FAQs, case stories, and testimonials. Shoot new videos. Add new landing pages and practice areas as your practice grows over time. Talk about current events and topical issues that matter to your clients.
These kinds of ongoing additions to your website have a huge impact on your success. When you keep your website fresh and well-stocked, it lets potential clients—and search engines—know that you care about what you do and are passionate about sharing it with others. You’re always putting out fresh “bait” for the kinds of clients you want to see!
Work With an Award-Winning Design Team to Build a Website That Works on Every Level
At Foster Web Marketing, we love working with attorneys and doctors around the country to develop new, effective websites. We also love partnering with our clients to support them as they learn how to improve and update those websites—and grow their practices—in the months and years to come.
Ready to partner with an award-winning team to build the website of your dreams? Schedule a design consultation with FWM, or give us a call at 888.886.0939 today.
How often should I redesign my medical practice's website?
Websites for doctors and medical practices need to evolve as patients’ tastes and expectations change. While most practices find that they’re ready for an update or overhaul of their websites every few years, there isn’t a set-in-stone schedule. Instead, it is a decision that depends on your practice, your patients, and how well your current website is working for you.
Are you having trouble deciding how often is often enough to redesign the website for your medical practice? Here are four major signs that the time is right.
Your Medical Practice’s Website Looks Outdated
Take a good look at your website. Now, compare it to websites for similar practices in your area. Does it measure up? Does it look as modern as the other websites you visit every day? Do you like the current design and how it showcases your practice and your doctors? If not, then a redesign could do a lot for your practice.
Ultimately, looks matter online. Patients notice when you’re behind the times, and they are often suspicious of medical websites that look and feel a little abandoned.
Updating your design, adding high-quality photos and video, and adjusting for modern aesthetic expectations gives your website that healthy glow that lets patients know you’re still there for them. It is also an excellent chance to highlight new staff, new services, new locations, and other changes since you last gave your website a major facelift.
Your Website Is Built on a Crumbling Foundation
Redesigning a website is about more than just looks. The technology behind the Web can change as quickly as design trends. Redesigning and updating your website every few years—or when there is a major change in best practices—means that you are always on top of the game.
If your current website is hard to use, hard to update, or limited by old technology, it is definitely time for a redesign. Even if you choose to keep a very similar design, this is the kind of thing that can affect every part of the user experience, from how fast your website loads and the kinds of media you can feature to how your offer forms work and how visitors navigate through your site.
You Are Concerned About HIPAA and Online Security
If you haven’t updated your medical practice’s site in a while, then it probably isn’t as secure as it should be. Digital security and privacy are big issues right now, especially for medical websites, and patients are increasingly savvy about protecting themselves online.
Because of this, Foster Web Marketing has taken steps to ensure that all protected health information (PHI) communicated through our clients’ websites is safe and secure, but a redesign may be in order if you have an older site. Find out more about HIPAA-compliant enhancements on FWM websites.
Your Website Is Not Ready for Mobile Visitors
How does your practice’s website look when you pull it up on your phone or tablet? Is it easy to use? Is it easy for patients to find the information they need? Mobile search accounts for a huge number of visitors to most modern websites, and all indications are that it is here to stay.
Older websites force mobile users to zoom in, zoom out, and tap through tiny links and menus to get what they need. A redesign will help you build a responsive, mobile-friendly website that looks and works great on all kinds of devices.
Freshen Up Your Online Image With Our Award-Winning Website Design Team
So how often should you redesign your medical practice's website? If it's been a few years since your site launched, or you've gone through this list and decided that your practice’s website is ready for a change, we can help put your plans into action. Reach out to us for a free website design consultation, and let’s talk about how to update your website so it can better attract, convert, and retain your perfect patients.
How often should I redesign my law firm's website?
The short answer is that there is no set schedule for updating your attorney website design. However, don’t let that fool you into believing that design updates are unnecessary. Time moves fast on the Web, and a site that was beautiful two or three years ago could already look outdated and shoddy today. It’s sad, but true!
Pull up your website right now on your phone or desktop. How does it compare to other sites you’ve visited today? How does it fit with your current brand image and services? If you’ve taken a good look and still aren’t sure if your law firm is ready for a website redesign, here are our best tips for deciding when the time is right.
6 Signs Your Law Firm’s Website Is Ready for a Redesign
Websites don’t come with expiration dates, and the right time to redesign is unique to each website and law firm. If your law firm has maintained the same website for a while, watch out for these signs that you’re ready for a change:
- Your website looks outdated. Tastes and design trends change over time, and users expect websites to keep up with the times. Does your website look modern, or does it stick out like a sore thumb next to more current sites? Look at your competitors’ websites to see how yours compares to others in your industry. Think about the other websites you visit every day. The comparison makes it much easier to decide if the look and feel of your own site are in line with your visitors’ modern expectations.
- Your website is built on outdated technology. The look of your website aside, users also have evolving preferences for how they access, navigate, and use your site. Backend technology and online possibilities evolve along with those preferences. A redesign can offer better security, better navigation, HIPAA compliance, and a device-responsive mobile site. Lots of small changes to website best practices add up over time, and even a simple redesign can make a big difference in how your website works and what it can offer to potential clients.
- Your law office moved, or your areas of practice changed. You don’t necessarily have to redesign your website every time something changes, but it’s worth considering if your law firm makes a major change in location or offerings. A redesigned website can help to inform your potential clients about your new services, attorneys, or offices, and it also gives you a fresh canvas for changes to your overall digital marketing strategy.
- You’re starting a fresh digital marketing push or rebranding effort. Your website is the hub and funnel of everything you do to market your law firm online. If you make any kind of major change to your digital marketing strategy or online image, then it is critical that your website seamlessly reflect your new focus. Sometimes, you can effectively work within the bounds of your old design. Other times, it just makes good sense to start fresh.
- Your website offers a bad user experience. Your website will make a bad impression on potential clients if it is slow, hard to use, or does not work as intended. If an outdated website is getting in the way of the user experience, then it should be a giant red flag that you’re ready for a design update.
- Your content is difficult to update, find, or promote. Older websites are not always prepared for the modern, interconnected internet. If you can’t do much with your content besides publish it to your website, then a redesign can be a real game-changer. Modern designs can include social media sharing, improved navigation to important content, and ways to highlight what is most relevant. If you already have a ton of content on your old site, a redesign is also a good time to perform a complete content audit.
If you are still looking for answers about when to redesign your law firm’s website, we can say that we generally recommend that our clients shoot for a site-wide redesign every few years. This keeps you on top of all the current trends and best practices, and you can be sure that your website continues to deliver a great user experience and convert your perfect clients. A redesign can consist of small updates, or it can be a complete overhaul, depending on what is most appropriate for your law firm.
If you aren’t sure how your website measures up to current design trends and technology, contact us for a free website design consultation. We would be happy to show you how your website stacks up, what is working well, and what can be improved with a fresh design.
What are the best practices for call-to-action buttons?
A call to action (CTA) is a critical part of all the content you create to market your business. While you can write out a CTA in text or even speak it out loud in a video, using a graphical button that directs users to a contact form, offer landing page, or other goal is an attractive and effective way to entice your readers to click. Sound good? Find out how to add styled buttons to your website content.
However, if maximizing clicks and contacts is your goal, not just any button will do. You can easily customize your buttons to get the most out of your efforts. Take a look at the examples below, which illustrate some of the best practices for custom CTA buttons.
Example 1: Short, Sweet, and to the Point
This example from our own website may seem simple and straightforward, but it’s also highly effective because:
- It uses words that entice people to click. Generic web buttons use words like “submit” or “enter.” Custom buttons let you change up the wording, but you can take a cue from the old standard by using words that stimulate action. Try to use imperative verbs (“get,” in this example), words that signal value (“free”), or words that create a sense of urgency.
- It is short and easy to read. Just a handful of words on the button itself should get your point across. If the text on your button runs too long, or the text is too small to read comfortably, then you run the risk of readers not recognizing it as a clickable feature. If you need more than a few words, consider using a smaller line of text underneath or over your shorter, attention-grabbing text—or save it for text alongside your button on the page!
- It makes effective use of simple graphics. Part of the fun of custom buttons is that you can dress them up with a little branding. The simple addition of our DSS-logo graphic brings a little something extra to an otherwise bare-bones contact form, while still looking neat and professional.
Example 2: Put the Emphasis on What’s Important
This example from a live-chat provider offers a quick lesson in using multiple buttons to spice up your content, while still leading readers to your goal:
- The most important button stands out. If your goal is to get your readers to click, your main CTA button should always stand out on the page. Put it front and center or where the eye naturally goes as you scan through the page. Although you can put more than one button on a page, remember to use them sparingly. Giving your audience too many options will scatter your efforts and potentially leave them confused about what they’re supposed to do next.
- It takes color seriously. While a button works the same regardless of color, color is one major factor in how appealing it is to your website visitors. Take that into account as you create buttons for your website. Think about your brand colors and the look of your website, then create a button in colors that fit in while still standing out. Using contrasting colors or a little white space will make buttons “pop” on the background, but you can experiment with what looks best to you. In this example, the orange stands out clearly against the dark background, and the button that isn’t the main call to action uses a less attention-grabbing color.
Don’t Forget to Test What Works Best!
You hear it from us all the time, about nearly every aspect of your digital marketing strategy, but always test your ideas once they’ve been implemented. You can make educated guesses about what will motivate your potential clients to reach out to you or take another action, but you can never fully know for sure without tracking, testing, and analyzing the performance of your CTA buttons.
Do you need help adding beautiful buttons to your website? Do you have questions about what makes a great call to action or how to track your conversions? Give us a call at 888-886-0939 to talk it over with our web marketing and design experts.
Why isn’t my law firm's website getting me business?
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? You can also give us a call at 888-886-0939 to pick the brains of our digital marketing and design experts.
What should I look for in a live chat provider?
When looking for a live chat provider, it's wise to use caution. Live chat has quickly risen in popularity, and too many providers are trying to get in on the game—even if they have no idea what they're doing.
How We Picked Our Provider
At Foster Web Marketing, we use the live chat company Ngage. To find the best live chat option for us, we vetted many possible companies, and we would like to share the top three deciding factors we used to choose a live chat provider:
- The company must test constantly. A chat provider should spend much of their time testing the effectiveness of their product. They should be on the lookout for issues with their product and alert you when they believe that changes should be made. Example: Ngage was running tests on the optimal pop-up times for the chat window. They found that decreasing the pop-up time led to a 10 percent increase in chats. This led to changes in pop-up times for all of their clients, and we reaped the benefits.
- They must listen to their clients. Your live chat provider may be the best in the business, but if they don't listen to their clients, they aren't doing their job. The company you choose to run the live chat for your website should be receptive to your opinions and willing to work you with on a solution. Example: When we expressed concern over the size of the live chat pop-up on our mobile site, Ngage worked with us to make it smaller. This met our needs and tested well—problem solved.
- They should provide you with chat transcripts in a timely manner. It's important that you know what's going on when people use the chat feature on your website. Top-notch live chat providers should make every single chat transcript available to you. This allows you to see exactly what questions site visitors are asking and ensures that the live chat operators are answering them to your satisfaction. Example: In DSS, we have a built-in feature that allows you to view all live-chat transcripts. For those who don't use DSS, the company emails transcripts to their clients.
We hope that our experience in choosing the best live chat provider for our company will help you find the best provider for yours. If you're interested in adding live chat, please call 888-886-0939. We would love to speak with you about the power of live chat and its importance in improving your website’s conversion rates.
I heard that mobile search is on the rise. How do I make the most of mobile search for my law firm?
First of all, it's important that you understand the difference between mobile and desktop search:
- Mobile search. When people search using their phones, tablets, or other mobile devices, it's considered a mobile search, even if they are using their phones to search from home.
- Desktop search. When people search using their laptops or desktops, it's considered a desktop search, even if they are using a laptop in a coffee shop.
For a few years now, mobile search has been growing in popularity. More people own mobile devices and understand the convenience of searching from their phones. What's more, those searching from their smartphones are much more likely to act on the search than those searching from their computers. This means that people who search for an attorney from their phones are highly motivated and ready to take action to call the attorney they deem worthy.
Pleasing Motivated Mobile Users
In order to make the most of these motivated mobile searchers, you'll need to have your local and mobile games on point. We suggest using a two-pronged approach that will get your law firm found and meet the expectations of mobile searchers.
- Make the most of local. In order to be found during a local search, you need to ensure that you are listed on the most important local sites. Start with the big guys—Google Local, Bing, and Yahoo. You'll need to make sure that your law firm is not only listed, but listed correctly on all of these sites. If your name, address, or phone number is different on any listing—even just by one number or letter—your SEO power will take a hit. Tip: A service such as Yext can be used to ensure uniformity of listing information. Yext checks over 50 sites, apps, and maps for your listings and lets you know how you are listed on each site.
- Get a mobile site. If you don't have a mobile site, now is the time. If a potential client arrives at your site from a smartphone and gets a traditional site, he or she will click back and try another attorney who has embraced mobile. After all, if you can't offer a modern, mobile site, who's to say you offer modern, competent legal care? Tip: When designing your mobile site, be sure that the main page contains both call and direction buttons. You want to make getting to your office or calling you as easy as possible.
Taking it to the Next Level
If you've ensured that people can find you from their mobiles and that you are meeting their high expectations by delivering a clean, easy-to-navigate mobile site, it's time to crank it up a notch. To do so, our attorney local SEO team suggests that you:
- Create and implement a review strategy.
- Write interesting content that appeals to your ideal client in your ideal city or county. Use keywords that reflect this.
- Use your local phone number in all listings, not your 1-888 or 1-800 number.
- Make your profile picture a professional photograph of you or you and your staff.
- Make sure the description in your listing is interesting and perfectly written.
If you'd like our team to help you take advantage of mobile and local search, request a free site analysis or call 888.886.0939. We will comb over your site, giving you a full report on how your site is performing and what you can do to improve your local SEO efforts.
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