The days of dazzling website visitors with credentials are gone. It’s expected that you excelled in law school, graduated, and are active in your community. What today’s legal services consumer wants to know right now is simple: Can you help me? and Can I trust you? In other words, your website is not about you. It’s about your client, their needs and how you and your firm can help them.
So how do you get them to pick up the phone, fill out a Contact Us form, or engage with CLIPSM, our automated intake system?
Remember, IMS works with law firms across the country and we draw on website performance data. We’re not guessing when we advise you on content or design.
Visual elements, including the layout and functional design of the website matters. Clients develop trust when they experience an easy-to-use website. Clicking on an attorney profile and finding a well written description of who you are, with a current photo, puts a visitor at ease. You don’t ask them to go through a maze of links. If drop down menus are used, they drop down for enough time that there is no rush to make a selection. Links open smoothly and bring them to the desired page. Fonts are clean and easy to read on all platforms.
You’ve gone to websites where simple things were hard to find. There’s no room for client frustration on your estate planning and Elder Law website. People will leave. This is too important for them.
About Us remains important, but Success Stories and Testimonials must be emphasized. Visitors to your website want to know that you can help them. They will feel better if they read narratives that reflect their own experiences. You do have to be mindful of privacy concerns when preparing content for a success stories, but you should be able to tweak things enough that the families in the story are not identifiable. Concerns about a loose-cannon relative, an adult child who can’t handle money, or an ex-spouse who is likely to engage in an estate battle are examples of narratives that will engage visitors.
Testimonials are a wonderful thing for prospects to read. We love hearing about happy endings. Someone compliments your services, and prospects think, that could be me. This firm can help me. It’s really that simple.
We build your website with all of these elements in mind. Want to make your current website even better? Call James at 877-352-2021 ext. 80.