Congratulations! Your law firm now has a website and you’re ready to put your best professional foot forward. By now you know that having a quality website can attract new clients, help you serve your current clients, and aid you in establishing your firm as a thought leader in your area of law. But how do you go from having a website to having a great website? What are your next steps? If you’re wondering these things, you’re not alone. Fortunately, there are some simple things you can do to take your website and your firm to the next level.
Before you promote your website, make sure it’s as close to where you want it to be as possible. You’ll always be changing and upgrading your site and content, but before you spend advertising money, make sure it’s quality.
The best way to make sure your website is quality is by adding content. Too many websites are simply a collection of “Home”, “About Us”, and “Contact” pages. This isn’t going to help you stand out. By adding quality content that is useful and informative to your clients you can start to build an exceptional website. Not only will content help you educate your clients, earn their trust, and establish your authority in your industry, it will also serve to bring in new clients via SEO and web searches. Use a wealth of articles, but also include photos, infographics, videos, graphs, and other forms of content, as well.
Your web content should not be directly promotional (i.e., “We’re the best workers compensation law firm and here’s why.”) but educational and informative (i.e. “Here are five steps you should take after being injured on the job.”) It might seem counterproductive, but the last step of the five steps a person should take after being injured would be to contact a reputable attorney. And since they’re on your site and you just helped them understand their situation, they trust you and will likely click on the contact page and call.
Have a Dedicated Web Services Manager
You can use whatever title you like for this individual, but there should be one person (or two or more depending on the size of your law firm) who is dedicated to managing incoming requests from your website, as well as how ads are doing, customer feedback, and so on. Your website serves your firm like a representative going on sales calls would, so make sure you manage your clients’ and prospects’ interactions with it.
There was a time in corporate website building where the phrase “if you build it, they will come” was really true. Not anymore. Having a website for your business is expected, like having business cards or answering your phone. You are now competing with many other law firms’ websites. However, you’ve already taken the first two steps listed above in order to stand out. Now it’s time to market. Facebook ads and pay-per-click ads are particularly helpful because they allow you to track your demographic, as well.
Use Social Media
Social media allows you to connect with your clients and prospects, but it also allows you to listen in on what your demographic is saying. This provides invaluable information.
Following these steps can help you set up a top quality website that will draw in visitors, convert them to clients, and position you as a leader in your area of law. By focusing on these things alone, you will be able to see growth in your firm in a relatively short amount of time.
If you’d like to learn more about Improving Your SEO for Your Website, you can check out our FREE eBook that explains the best methods for doing so. Let us know what you think!