Make It Easier For Your Legal Clients To Find What They Are Looking For!

Tip 2 – Make It Easier For Your Clients To Find What They Are Looking For!

The next opportunity to instantly attract more legal clients to your practice is to make it really easy for your clients to find what they are looking for.

Take a look at your website at the moment, particularly the navigation for your legal services, and ask yourself if it is logical to a client, or logical only to a solicitor within your practice.

The biggest problems are usually:

1. The website navigation is not listed alphabetically but usually in the order of the importance of each service to the law firm (remember it is supposed to be all about the client – ‘clients first’); and

2. Use of jargon in the naming of your legal services.

I so frequently see navigation listed in the order of importance to the firm, so Personal Injury services might be first, then Employment, then Wills & Probate (more on that in the next paragraph).

This means absolutely nothing to your client. The only logical order for a client is alphabetical, so fix your navigation if this applies to your website.

The second point relates to legal jargon. I mentioned Wills & Probate above as this is a prime example. A person looking for Probate services does not run to their computer and type in ‘Wills & Probate Services’. They either type into Google ‘Probate Service’ or ‘Probate Solicitor’. Likewise, a person looking to make a Will does not type in ‘Wills & Probate Services’.

Whilst you might lump them together on your website because it makes sense to you, it is not what your clients are looking for; so splitting these services up so that they have their own navigation to reach them is a very good idea. Are you doing this with other areas of law too?

" I had spent a lot of time and money on my website and it simply wasn’t producing the leads that I wanted or expected. I had a one on one consultation with Nick Jervis and his advice changed things literally overnight. The website is now regularly providing me with new leads and new clients.”
Nick O’Neill, Lees Solicitors

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Law Firm Marketing

Case Study

Beating the big boys whilst spending a fraction of their budget

We focus on accident claims, and it’s vital for us to have a strong web presence, which we didn’t have before Nick got involved.

As a result we had to buy in leads from other sources, reducing our profit margins and making us reliant on other companies to generate revenue.

We did have a company working on our Adwords and website, but the truth of the matter is that they weren’t getting the results we needed them to get – we only had a handful of clients coming in from those efforts, making us highly reliant on buying in the leads from elsewhere.

And then I came across one of Nick’s books, was impressed by what I read and got in touch with him.

The rest – as they say – is history.

We started working together with a clear brief: Nick’s job was to help us bring in more self-generated work, so we could stop relying on buying leads.

He started by working on our website, making it more accessible and easier to navigate.

Next he overhauled our Google Adwords, which the previous company had been running fairly unsuccessfully.

Adwords is hugely challenging in our sector, with some very big players bidding on some of the most common keywords, making it very difficult for any smaller firms to get a look in, and I’ve got to be honest and say that I didn’t know how Nick was going to make it work.

But he did, by analysing very closely what people were looking for and tailoring our Adwords efforts towards them.

It worked! We were competing with the big boys whilst spending a fraction of their budget, and the amount of work we got in was tremendous – we jumped from just a handful of leads and clients a month to 500 leads and 150 clients, every single month, all from our online efforts.

Nick didn’t just work on the lead generation side of things either – he helped us with the client conversion process too, training our team, making our sales calls better and improving our onboarding process to avoid drop-offs due to ‘cooling off’.

Now we don’t buy in any work at all, our pay-per-click efforts do a sterling job, and the large client database that Nick has helped us build has allowed us to increase the amount of work we do by a factor of ten, in just three years.

I’m one extremely satisfied client, and despite the dramatic differences Nick has been able to make in the time we’ve been working together, things are still improving thanks to his guidance and support.