Legal professionals have a huge presence on the web. Many attorneys use their website as their primary method of reaching new clients. But with so many lawyers online, the competition for clients can get fierce.
Legal sites must take steps to ensure they stand out in a positive way. These tactics apply to almost any type of business that wants to boost its online footprint. Here are four tips from legal websites that you can use, too.
1. Provide information
Ultimately, you want your website to connect you to customers. But that doesn’t mean your entire site exists just to sell yourself.
People appreciate sites with straightforward, reliable information about the industry or service you provide. Legal sites are usually pretty good about this.
After all, a person searching for a lawyer probably also wants more information about legal issues as well. Lawyers typically devote pages to common legal concepts, such as “car accident injuries,” “slip and fall” and so on. Here’s an example of an information page from the Cochran Law Firm.
While these pages will often direct you to a contact page, information pages don’t usually do any selling. They provide a service for potential clients, and keep those potential clients on the site for as long as possible. This helps create a connection to the firm. Information pages also show your expertise in the field.
2. Provide that personal touch
An attorney trades on his or her name, so it’s important for the site to give potential clients a good sense of the lawyer with a detailed biography. Aside from professional credentials and accomplishments, an attorney will sometimes discuss hobbies, families, and a bit of life history.
This same idea works well for most other businesses, too. If you have a medium or large business, limit your bios to the top management and owners. For a company that has just a handful of people, you can create bios for everybody.
At the end of the day, no matter what you’re selling, you want to create a personal connection between yourself and your client. Pages that explain who you are will go a long way toward doing that.
3. Appeal to your local area
Typically, an attorney serves only a limited region, such as a city or county. If your business is a bricks-and-mortar store, or anything else that’s limited to a certain area, then you want to target that area with appropriate SEO tactics.
If your business exists only in cyberspace, you might think this tip wouldn’t apply to you. It does, however, because many people enjoy shopping and supporting a local business.
Plus, it increases your perceived reliability. Given a choice, most people would rather order something from a guy down the street than halfway around the world. So no matter where your products end up, don’t forget to target your local market.
4. Market with the pros
Many web designers build and maintain websites solely for legal professionals. Why? Because many lawyers realize that creating a website is a specialized skill.
Sure, you could learn how to design and produce your own website, and save a few bucks, but the results are usually as successful as when a person decides to represent himself in court. It’s almost always better to go with a pro.
Along those lines, lawyers typically employ specialized digital marketing firms to maintain their sites. Simply creating a website isn’t enough; you have to take steps to draw in your target audience. But doing that is a full-time job in itself, which is why many people turn to professional marketers.
The legal field is very competitive and crowded. That’s what makes it a great case study for other businesses, since legal websites have to thrive or they’ll disappear. The four tips above can help enhance your site no matter what product or service you provide — and that’s a ruling everyone can be happy with.