Best Website Practices
How to convert visitors to clients
Your website is the most powerful tool in your arsenal to help your online marketing campaign. At LexisNexis®, we use our expertise to drive traffic to your firm and convert that traffic to potential clients.
Top conversion factors
Understanding consumer behavior is vital to turning interested visitors into paying clients. Conversion factors typically relate to design and content features that engage clients upon first impression. We construct your website to help you put your best foot forward based on these client-tested website elements.
Based on the most positive conversion factors common across all practice areas, your site should:
- Identify top areas of focus — Potential clients look for an indication that the firm handles — and concentrates in — their legal issue. Listing too many practice areas gives readers the impression you don’t have the proficiency to handle their particular issue.
- Show your personality — The website design should convey your firm’s personality and differentiation. Prospective clients need to be able to relate to you and imagine themselves confiding in and trusting you.
- Highlight experience — Prominently display experience in your area of practice in addition to the total years of experience for the firm. Years in business, number of lawyers and number of years of combined legal experience can also add to immediate credibility.
- Offer free consultations — Website visitors want to know if a free consultation is available. If offered, ensure this language is positioned properly on your home page.
- Use professional design and images — “Home-grown” websites can make your website visitors question whether your firm can provide professional and adequate representation. Professional quality video and photos of your firm’s attorneys help website visitors gauge the firm’s personality, professionalism and approach.
- Show past results and testimonials — Where allowed by your state rules of professional conduct, include case results and client testimonials.
- Include contact information — Make it easy for website visitors to contact you with a prominently displayed contact form and a phone number. Use a local phone number to show that you are located nearby to serve the prospective client’s geographic area. If you are using a toll-free number, you may want to display that as a secondary contact number.
Contact Jackie Wightman for an online marketing consultation
Contact me today to raise your web visibility with a LexisNexis® Custom Website. I work with law firms in Northern Colorado, including Denver, Boulder, Fort Collins and Greeley.