Came across an article in the Search Engine Journal that offers helpful tips on how to make a website more user-friendly for purposes of maximizing conversions, which is the whole idea of a law firm website: to maximize conversion of traffic into leads that may result in new business.
While the article focused on tips most helpful to e-commerce companies, here are some tips useful for law firms:
- Make your website interactive. For law firms, this means adding functionality that engages your visitors. This might include podcasts, videos, and RSS feeds to any firm blogs.
- Create an opt-in list. Add a subscription form to your site to encourage visitors to sign up for your email alerts and newsletters. Email newsletter subscriptions allow you to maintain contact and reinforce expertise with prospective clients beyond their initial visit to your website until they are ready to do business.
- Keep your website up to date with fresh content. It's well-established that Google favors updated content. A good site management system will allow even non-technical administrators to easily update a law firm's website with timely content such as firm news, case studies, and articles on recent legal developments. Links to these items should appear on a firm's homepage and be updated as new content is added.
- Get social. Lawyer bio pages should include links to their LinkedIn profiles and Twitter accounts.
- Create an easy navigation. Make it easy for visitors to find the information they need to understand your firm's and lawyers' expertise. This is often achieved by displaying related content together. For example, a lawyer's bio page might include links to his or her practice areas, articles, case studies and other related content demonstrating expertise and experience.
Read the full article on Search Engine Journal.
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