Welcome to part 5 of our “Dissecting Your Website” series! This week, we are going to be discussing just that – the welcome message portion of your website. Why is the welcome message there, what does it do? And what are some best practices for writing a welcoming message to your users?
The welcome message usually has the job of giving your website visitors a brief introduction to your firm, making them feel comfortable, and leading them to take some kind of action. The search for an estate planning or elder law attorney can be stressful or overwhelming, especially when time is of the essence. When people come to your website, an effective welcome message will put them at ease right away and take away any uneasiness they may have.
In part 3, we talked about using a great tagline in the hero section of your website. The welcome message is a great place to expand upon that tagline a bit and give a few more details about what you do. This doesn’t mean you get to write a book about yourself though! Visitors don’t want to stop and read a huge block of text right away; you’re still trying to pull them further into the site. Bullet points are a good way to provide more details without going into too many specifics.
Your welcome message should also put people at ease. Personally, I like when welcome messages take on a more conversational tone; this isn’t an article or whitepaper. You and I are just starting a conversation! You are inviting your viewers in to explore your website further. I also think it’s a great idea to include a professional photo of yourself next to the welcome message. This will give a more personal impression, while still being professional.
End your welcome message with some kind of action for your viewers to take. If you talk about your e-Newsletter and what a great resource it is, provide a link to the registration page so that people can take that next step immediately before they get distracted. Or reiterate your main call to action from the hero section, explaining why your visitors should contact you now or request a consultation.