As the 21st century equivalent of the shop window, your website plays a crucial role in your law firm’s success; it’s how you project your brand on the world, stand out from your competitors and, ultimately, draw clients in.
But it’s not enough to simply build something that functions as an online business card and forget about it. Your website needs to be high quality, accessible and above all, human.
Most people now begin their buying journey online – probably with a Google search – and your website is therefore one of the first places they will look.
In a fast-moving world, you need to keep it fresh, so here are my top five simple ways to update your website and keep it working effectively for your firm:
- Include biographies of fee earners and other staff who clients are likely to encounter. If clients know who they will be working with this gives them confidence and builds trust. Don’t make it all about work, paint a picture of real people, their hobbies and what matters to them.
- Have an insights/blog page to showcase thought leadership and expertise, this will also help with personalisation and enhance SEO – but make sure you keep this topical and up to date. You can then use social media to push this content further out into the market. You could also include press coverage.
- Use case studies to help your services come to life and highlight how your firm helps its clients.
- Potential clients will be looking for reassurance that you are the right choice so having good reviews for them to read is vital. But this isn’t just about showing how “five star” you are, it’s also demonstrating your range of services and client care.
- It’s estimated that 79% of people only scan websites so make sure you use bold, eye catching designs and images. Jargon filled content written in legalese is out – so think about more creative ways of providing information such as videos or animations. Fun images can really help give personality to your site, enhance your content and attract visitors for longer. For more on this see my earlier blog: Why images are key.
Website design has evolved hugely (and continues to). In an age of AI, deepfakes and fake news clients and potential clients are seeking reassurance and looking to make connections with a service provider which genuinely understands their needs, and shows its human, as opposed to corporate, side.
Your website provides the opportunity to project the personality of your firm and the people who work there, to generate interest and build trust.
With a few simple tweaks, your website could be a highly effective way to attract and convert new clients as well as providing a useful resource for existing clients.
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