When we design a website for an estate planning and Elder Law firm, we have very specific goals: first, to drive visitors to the website, next, to engage visitors and take them on a journey through the website and lastly, to get those visitors to convert, either filling out a Contact Us form, picking up the phone, or, entering into an automated intake system that includes sharing information and making an appointment. Our goals are pretty simple, but that doesn’t mean it’s easy. Think of it as building a great interstate highway system.
Plenty of good signage. People who take a lot of road trips know that certain states are just better than others when it comes to signage. Websites are the same way. Visitors need clear directions, signs that tell them where the information they want can be found and ramps to get them from a busy landing page to interior pages that have the information they are looking for. They expect to find themselves on a website that features easy navigation to take them to the pages that have the information they need and always, with a small amount of encouragement, easy ways to contact you.
Clear away overhanging foliage. Overgrown brushes blocking the view of oncoming lanes or tree limbs dangling over electrical wires present a danger to motorists. That same goes for websites. If there’s too much clutter, your visitors can’t find their way and you risk losing them. Remember that the tolerance for poorly designed, overly busy websites decreases every year. Get out those pruning shears!
Construction delays, speed bumps and endless delays. Navigation around the website needs to be easy and the site needs to load swiftly. A lot of added bells and whistles can slow down a website, and that goes double for mobile, when website visitors want things to be lightning quick. If you make it harder for visitors, don’t expect them to stick around for the conversion.
Billboards convey the message without requiring too much thought. One of the things we do in a strategic planning meeting is help you create a new tagline, or refine an existing tagline. Prospects need to be able to understand the firm’s identity and mission in a sentence. It should appear in multiple places on your website, so that the message is clear and repeated. No need to be stingy with your tagline, or hide it under a bushel.
Not sure your website is bringing prospects up to speed on your estate planning law firm? Call James at 877-352-2021 ext. 80 to learn how your website can get turbo charged!