I appreciate that many solicitors are very sceptical about the ability to win new business from their website. I can assure you that many firms are doing this. If you are not producing at least 20 new client leads each and every month you are missing significant opportunities. This is an incredibly conservative number but I choose it as whatever the size of your practice you should be able to generate this number of leads without much difficulty.
1. Does your legal website represent you?
Your website MUST reflect your practice. So often I see solicitors’ websites which promise that the firm is modern and dynamic when really it is a traditional High Street Practice. It does not matter whether you are modern and dynamic or a High Street Practice, what matters is that your website accurately reflects your service. Having a completely different message on your website will confuse prospective clients and prevent them from using your services.
2. Remember benefits not features
I regularly refer to this in my newsletter but I make no apology for it. You must communicate in all marketing mediums in the language that benefits your clients. Rather than saying you have been established for 150 years expecting that to sell your services, explain why that makes you a better choice of solicitor for your website visitors. Use the term “which means that” to turn a feature into a benefit.
We have been established for 150 years WHICH MEANS THAT we have a proven track record of personal injury claims ensuring you will receive the maximum compensation in the shortest period of time.
3. Top Right is your Hot Spot
Your most important message on each page of your legal website should appear in the top right hand side of your page. For an example see the Amazon website. When you are looking at a product on the Amazon website you will see the ” ADD TO SHOPPING BASKET” button on the top right hand side of the web page. They know exactly what they want you to do and make it very easy for you to do so.
What is your “shopping basket”? See the next item for more information.
4. What do you want your website visitors to do?
You must know what you want your prospective clients to do on every single page of your website. After all, if you do not know what you want them to do, how are they supposed to know?
Once you do know what you would like them to do, you must allow them the opportunity to do it and to do it easily. If you offer a legal newsletter, put a sign up page after each article, if you want new clients; put an enquiry button or a freephone number at the bottom of each page.
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