we've identified a few features that not only make law firm website stand out, but can lead directly to an increase in site-wide engagement and conversions. Whether you're a small two-person shop or a large firm with multiple locations and hundreds of attorneys, having some of these features incorporated in your website's design can be the difference between having a good website and having a great online marketing tool for your firm.
1) Responsive web design
More and more people are using tablets and smartphones to access the web across the world. For some websites, as much as 50% (or more) of all traffic comes from mobile users. A responsive design ensures that you have a tailored experience for devices of all screen resolutions and that you’re not alienating mobile visitors with a site that is cumbersome to navigate on a phone (ie. No more pinching and panning.) Responsive web design means the site can scale to different resolutions from large screens all to way to mobile devices, and each size will reorder the content in an optimal way.
2) Attorney search based on multiple criteria
One of the primary goals of website design for any industry is to connect people with the information they seek. Visitors on law firm websites might be looking up articles or learning more about a specific practice area, but more likely than not, they're looking for an attorney. Having a firm directory of your attorneys is helpful, but prospective clients appreciate the ability to easily search and drill-down results for attorneys in your firm based on multiple criteria like location or expertise.
3) Quick, convenient methods to contact
Law firm websites should always give users several ways to quickly get in touch with the firm. Some firms unintentionally hide this information on the website to help be clear that a contact form submission or email does not initiate an attorney-client relationship. Although the immediacy of need to contact varies by practice area (personal injury and family law clients may use this tool more frequently than real estate development clients,) it's important that users have options. Some tactics for accomplishing this well include a general inquiries Contact form, a phone number in the website's header so it appears on every page, and email addresses for individual attorneys listed on their profile pages.
5) Content linked to practice areas.
It's one thing to have a blog on your law firm's website, and most successful firm sites in 2014 have already implemented a blog. Great law firm websites make the content work double-duty for the site by aggregating relevant articles on practice area pages. Let's say you write a post about 5 Common Myths for the 2015 Tax Season in January, publish it on your blog and publicize it on social media. A few weeks later, that post may be difficult to find if its been 'pushed' to the second page of your blog.
6) Social media on attorney profiles
Although not all law firms or attorneys were early adopters of social media, social media usage for law firms is on the rise. Many attorneys now have their own professional social media channels (or, at the least, a LinkedIn profile) where they disseminate information and connect with clients. We recommend adding social media links on each attorney's own profile page. Including this information on attorney profiles gives your team members personality, builds their own brand and gives direct access to prospective clients.
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