I’ve lost count of how many legal firms have approached our team here at Key Principles for assistance with their digital marketing efforts with old, broken and unmaintained websites. This blog post will go through the various reasons why a website is crucial to a thriving legal practice.
Your Business Hub
Most people only see their website as a source of lead generation, but the fact is your website is much more than that; it is a complete digital hub for your business.
Sure, the biggest thing you want your website to do is generate high quality enquiries that will lead to new instructions. However, your website improves many aspects of your practice including your credibility, your service delivery and your sales.
Most of you reading this will already have a website, it is 2020 now, but how good is your website? What impression does it leave your visitors with? Are they visiting a website that looks like it was built in the 1990’s or does your website provide a fresh, modern view of your practice now? Is it obvious what you do as soon as someone visits your website?
Assessing the effectiveness of your website comes down to a range of factors such as:
- Is it modern and up to date?
- Is it mobile friendly?
- How fast does it load?
- Is it optimised for search engines?
- Does it convert well?
- Do you have testimonials and reviews?
- Does it improve your service?
All of the above play their own part in helping you to grow your legal practice.
Now let’s explore how improving certain aspects of your website could provide a boost to marketing, sales and service delivery.
The most obvious one is lead generation. This is often the primary reason why legal partners and business owners opt to invest in building a website in the first place.
However, many firms have struggled with generating the required level of enquiries through their website simply due to having poor strategies and incorrectly tracking the efficiency of what works and what doesn’t.
One of the best things about having a website is that you can essentially track any action a user takes on your website and monitor how they found your website in the first place. This makes lead generation much more efficient as you can spend budget on the marketing that’s actually working for you.
Aside from poor website tracking, another area where some legal websites fall down is having a website that’s hard to navigate and where getting in touch with you is hard. A study in 2019 from Oxford, Harvard, King’s College London and Western Sydney University academics found that the internet and social media is leading to shorter attention spans in people (Wright & Zolfagharifard, 2019).
This lower attention span, combined with the busy lives people lead, means that your website needs to provide the information someone is looking for quickly and make it very easy for them to take action.
There are many aspects to ensuring your website actually generates quality leads for you from ensuring your advertising campaigns are setup correctly, choosing the correct marketing channels, ensuring your landing pages are setup correctly etc.
Figure 1: Image showing poorly optimised Google Ads advert from a legal company
There are many legal firms that are using marketing campaigns and providing their users with poor information. Take the advert below as an example, the advert for this company doesn’t make sense and simple issues like this will lead to lower levels of enquiries.
Another example of poor user experience is shown below. As an end user, if I search for “Will Writing Nottingham” I want to be taken right to the information you have on your will writing service and if you cover the area of Nottingham. If you make me dig for the information for more than 10 seconds, I will go somewhere else to find it. You may have the best service in the world but if you don’t help me find it, I won’t take it. It sounds crazy but, again, attention span is so short.
Figure 2: Image showing a search for “will writing nottingham” returning an employment law advert.
The content on your website can have an impact on your ability to close a sale. If a potential client visits your website and finds countless glowing case studies and reviews from previous customers as well as a long list of benefits to using your service, they are going to be infinitely more interested than someone who has no idea why you’re the best at what you do.
The technology on your website can also lead to increased chances of closing sales. Traditionally websites have been used to generate leads that are passed on to the sales team to follow up on. This is still the most common approach; however, more and more technologies are being developed that allows the user to skip this process and jump straight to the sales step.
From online scheduling tools to live chats and quiz-based contact forms there are a range of different methods to book in calls quicker, find out what the customer wants and ultimately make the sales process shorter.
Many sectors are also making the jump to ecommerce to provide the option of closing the sale online immediately. Of course, this is an option that needs to be very carefully considered and planned before implementing but it is an option that’s available.
Ultimately, the objective is to make your website do some of the work for you and shorten that sales process wherever possible to increase the efficiency of your legal practice.
Often an aspect of websites that is overlooked is its ability to improve the delivery of your legal services.
Many legal practices thrive on maintaining a good book of business and repeat business is very common in the sector. Therefore, improving your service delivery is a crucial aspect to keeping those clients on board and always using your legal services.
Although much of the service delivery will ultimately depend on the outcome of their case, your website can still help to improve the client experience.
The most common way to achieve this is to integrate a client portal on the website where any client can login and access their documents online. Again, this must be carefully considered and securely implemented as these are very sensitive documents, but when implemented correctly it can make it much easier for your clients to keep track of their files.
You may also look to implement a customer support system on your website and a frequently asked questions section to automate some of the more commonly asked questions and free up your time becoming more efficient.
With service delivery it really is about using data to determine which tasks can be automated to improve your user experience and efficiency but still maintaining a personal point of contact with the end client.
You probably already knew some of the information here, you already knew your website was important, you already knew that it helps to generate leads.
However, as important as lead generation is, it’s also essential to ensure your website is positively impacting every area of your business that it can.
Wright, M. & Zolfagharifard, E., 2019. Internet is giving us shorter attention spans and worse memories, major study suggests. [Online]
Available at: https://www.telegraph.co.uk/technology/2019/06/06/internet-giving-us-shorter-attention-spans-worse-memories-major/
[Accessed 20 February 2020].