The legal industry has a ton of competition. No matter what practice area you specialize in, your potential clients will be able to find plenty of competitors in your local area. As a result of the heavy competition in the legal space, it’s even more important for your website to be flawless and to stand out from the crowd.
At Azuro Digital, we provide law firm web design services for lawyers and legal companies across the globe. Over the years, we’ve accumulated some tips and tricks that are rarely discussed in the legal web design space. These tactics will make a significant impact on your ability to drive revenue with your website:
As a law firm, your potential clients have tons of other law firms to choose from. The legal space is filled with heavy competition. In order to compete, your firm must appear highly credible and trusted.
The best way to enhance your image of credibility is to leverage social proof, which comes in many forms: such as testimonials, case studies, stats, logos of awards/certifications, etc.
Be sure to use as many forms of social proof as possible, and display them prominently throughout your website. It’s especially important to display social proof near the top of your homepage in order to create a positive first impression, as users have short attention spans and might quickly leave your website if there isn’t an immediate sense of trust.
The legal space is littered with jargon and terms that clients don’t understand. In order to keep the user engaged, it’s important to keep your content simple and easy for anyone to understand. If you use too many complex terms without explaining them or write convoluted sentences, the user will get overwhelmed and leave. Your written content should be relatable and approachable.
The legal industry is one of the industries that can profit the most from SEO, as tons of potential clients turn to Google to search for respected law firms. As a result, there’s also tons of competition to rank highly for your target keywords.
In order to get the best possible results from your SEO efforts, we recommend creating separate landing pages for all of the different cities and neighborhoods that you serve.
Keep in mind that each page should have some unique content associated with it. You shouldn’t just change the name of the city/neighborhood and keep the rest of the content the same. You should add sections that provide unique information related to that area. One of the easiest ways to do this is to display case studies from clients in that area, or add a section that describes the legal nuances of that area if applicable.
Make it easy and compelling for users to take action. On a law firm website, your primary call-to-action should probably be “free consultation”, “book a consult”, or something along those lines. This is more enticing than a generic CTA like “contact us” or “get in touch”.
Your primary CTA button should be displayed prominently in almost every section throughout your website so that it’s always top-of-mind. You should also put the CTA button in your header and make your header “sticky”, meaning that it sticks to the top of the page as the user scrolls, so that the CTA is always in sight.