Law Firm Website Conversion Strategies

Most law firm websites look professional, rank reasonably well, and explain practice areas clearly. However, they can still fail at the most important job: converting visitors into clients. 

Increasing website traffic alone doesn't drive growth. If the law firm is not seeing an increase in clients then the issue isn't SEO or content volume. It’s that the website isn’t answering the questions potential clients ask when deciding whether to contact an attorney.

Below are a few website changes law firms can make to improve lead conversion that doesn't require rebuilding the website from scratch. These strategies are driven by insights on prospective clients behavior when they land on a law firm's website, and why they either contact the firm or move to the next option.

Communicate Value

Most law firm websites lead with firm history, awards, and credentials. Credibility does matter, but it's not the first thing prospective clients want to know. Instead of showcasing the firm's accolades, the homepage content should answer the following questions:

• Does the prospective client's case fall into the firm's focus area?

• How is the firm distinguishing itself from competitors in the same practice area?
• What kind of attorney-client relationship can prospective clients expect?
• Does the firm's website communicate its value to visitors without sounding "salesy"?

Answering these question in a concise manner is crucial for increasing conversion rates. Visitors usually decide whether a website feels relevant within the first few seconds, so don't overload them with details. Not sounding "salesy" is important too. Keep the prospective client's needs, not their wallet, at center of the homepage's design.

Building Client Trust

Trust is a huge factor in client-attorney relationships. Law firm websites can help build that trust before leads even contact the firm. Here are a few website changes that make prospective clients feel better about coming to the firm with their legal matters:

• Attorney Bios: These pages are among the most visited on a law firm's website and also among the least persuasive. Bios should humanize attorneys and demonstrate empathy and competence, not just qualifications. Include the attorney's contact information too. 
• Law Firm Motto: Don't use a generic mission statement, create one that's specific to the firm and it's goals. Visitors should get a good idea of what the firm stands for and how attorneys can help prospective clients with their legal matters.
• Ethical Standards: Attorneys are privy to people's private legal information. Emphasize the importance of respecting the client's privacy. Including appropriate certifications from groups like the American Bar Association helps too.

• Testimonials: Add short snippets whenever possible, but especially after explaining the law firm's services. Highlight successful cases, written testimonials from former clients (when ethically permissible), and any third-party credibility boosts like bar membership or media coverage.

People hire attorneys they trust. Websites that emphasize the human aspect of the attorney-client relationship and boost visitor's confidence in choosing the firm helps build that trust faster.

Improving Lead Engagement

Websites are often the first impression prospective clients have of a law firm. Make sure they're engaged from the moment they arrive. Here are few website changes that can keep visitors interested and increase the chances of converting them into clients:

• Streamline contact methods: The easier it is for visitors to contact the firm or its attorneys, the higher the likelihood they'll take action. Making the following changes will increase engagement.
   
  •  Reduce contact information to just the essentials:

    • Names of practicing attorneys/paralegals.

    • Attorney phone numbers.

    • Email addresses of attorneys.

      • Adding email links that auto-fill the desired address can't hurt.

  • Avoid unnecessary legal questions upfront. Save detailed intake for follow-up conversations.

  • Reassure the client's privacy and that sensitive legal information will be safe.
    • Show compliance with industry standards and include confidentiality statements on the website if possible.

  • Clearly explain what happens after submission, specifically:

    • Who will contact them.

    • How long they'll have to wait to get a message.
    • How they'll be contacted (email, phone, etc).
    • Ways to contact the firm again if they don't receive the initial message.
• Mobile optimization: Most digital traffic comes from phone users, who are also the most ready to act if a website gets their interest. If they can't navigate the website, the law firm's missing out on a potential client base. Make sure phone users can access the website quickly and without any issues. Here a few changes that better optimize websites for mobile visitors.
   
  • Compress images and remove unnecessary scripts to increase loading speed.
  • Make important links more visible and easier to click.
    • Use sticky headings or a click-to-call feature for phone numbers.
  • Avoid long walls of text whenever possible. Keep everything short and succinct.

• Create dynamic practice area pages: This helps visitors answer any common questions they might have about the firm itself, what happens after they reach out to an attorney, and why they should act as soon as possible. If the homepage already answers these questions, this is a great place to elaborate if visitors are still unsure.

The less friction in the transition between visitor to lead, the better. Can't figure out what gets visitors engaged? Ask current and former clients about what made them decide to go with the firm. 

Closing Thoughts

Converting website visitors into clients isn’t about flashy design or aggressive marketing tactics. It’s about clarity, reassurance, and relevance. Visitors are more likely to pick up the phone or send an email if the firm's website:

• Speaks directly to their legal needs.

• Makes the next steps after first contact obvious.

• Reduces uncertainty.

• Builds the client's trust in the law firm even before meeting their attorney.

Small, intentional changes can lead to major increases in lead transition without increasing traffic at all.

SimpleLaw streamlines all the tools for building strong attorney-client relationships into an all-in-one case management software program.

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