It’s one thing to have a website; it’s another thing entirely to have an effective site. Of course, it can be difficult to know for sure if a site is doing its job, especially right after you launch it. To that end, there are few basic principles to consider when attempting to maximize the marketing capacity of your website.
Design According to Your Brand
Something that is both obvious and easy-to-forget is the fact that your site is just that: your site. You and your firm should have a tight grasp of your brand. What makes you stand apart from the competition? What is special about the service you provide? Your answers to these questions should be evident in your website’s design, imagery and content. Your website should be unified by the underlying message of your brand.
In a related vein, be sure that your website conveys information clearly and efficiently, so that prospective customers can easily understand what each page of your site is about and what services or products you are selling within 5-10 seconds. After that, you have about 20 seconds to keep a person on your site – making for a total of a half-minute. In short, a potential client should know, right off the bat, what you’re about and what you have to offer. This is especially true when you consider that there are over 1,296,000,000 websites on the internet, and that number is continually climbing.
Make sure your site isn’t overly complicated. A person should know right away what you do and they should be able to navigate or search your site with ease. That means keeping clutter to a minimum. So be sure to minimize distractions. You may want to make a number of offers or highlight a number of products or services, but keep in mind that more is usually not better.
As noted by Pat Flynn and Sarah Peterson of Sumo.com, every single link and image on your page is a call to action, meaning a potential client might feel pressured to choose between the various menu items and other calls to action on your homepage or an internal page of your website. This can lead to what is known as decision fatigue. Psychological studies have shown that a plethora of choices can lead to no choice at all. More is not always better.
Keep Your Site Focused
To that end, it’s a good idea to pick a goal and orient your website around that goal. If you want to generate leads for your law firm, then make sure your site guides the user toward that end. The bottom line: curate your website with great care, while keeping every element focused on the goal.
Get the Word Out
Okay, so let’s say you have a well-constructed website that’s super clear and super user-friendly. Sadly, it isn’t enough to let it sit there. You have to do the work of getting the word out. To that end, you want to maintain a consistent social media presence. But that’s just one way of circulating your website. Ideally, you have a simple, catchy URL that you can list on your business card and emails, and that you can reference during meetings and presentations. And of course, you can use search engine optimization to drive traffic to the site, creating up-to-date, relevant blog content that is also high-quality and fulfills your potential clients’ needs.
Maintain Your Blog
If you maintain a consistent blog, this will also feed into your consistent social media activity as you will always have something to post. And as you’re churning out blog posts, remember to target your content to your ideal client. Also, be sure that the content is clear, useful and easy-to-find.
Keep Potential Clients on the Site
Once a potential client is on your site, you can use a variety of tactics to keep them there. For example, you might include some form of live chat, to help answer a person’s questions. According to a Bold Software survey, 63 percent of respondents said they would return to a site after live chatting.
Be sure to track your sites activity. Where are people clicking? How do people find the site? You can use Google Analytics and you can ask clients. In short, it’s a good idea to collect data to help better understand what’s working and what’s not working. Once you know what’s working, tailor your online marketing accordingly.
In the end, an effective website must be efficiently designed, and consistently maintained and marketed.
Call or contact us today if you have questions about your law firm’s online marketing. Altrumedia is a full-service, altruistic, media agency. We have been helping law firms, just like yours, for several years. We can help you too.