Poor web content will put clients off

It may come as a surprise to many law firms looking to build or revamp their websites that the best one has already been created. A website is just ground zero, it's what you put into it afterwards that is most important.

D

esign is always key, of course. A cluttered, uneasy-on-the-eye website will be bypassed quickly. But great content is the most important component. Don't dilly-dally, procrastinating '¨until your law firm website is a counsel of perfection. Just get on with it.

15-second rule

Statistics vary, but the rule of thumb is that you have less than 15 seconds to grab the attention of a new visitor when they arrive at your website. Fail to do that, and they'll click the back button and return to Google.

To capture somebody's attention quickly, you need to do a minimum of three things:

'¨1) Make sure your website loads fast. One of the worst culprits of slow-loading websites is large illustrations of company logos and office photographs - make sure yours doesn't.

'¨2) We all respond to faces '¨more than any other image, '¨so someone's headshot at the top of the page will help.

'¨3) Create large prominent headlines at the top of every page that explain the benefits, as opposed to the features, of your law firm service. Choose words that your client or potential client would use themselves.

'¨When visitors arrive at your website, they are already subconsciously asking what's in it for them. The real reason most people will visit your website is not because they want to learn about your firm, how many years you've been in business or to find out what awards you've won, but simply because '¨they're looking for a solution '¨to a problem or an answer '¨to a question.

Who cares if you've "been around for 150 years", if you "have a dedicated residential team", if you "offer a friendly, personal service", or if you have "been in the same area for more than 200 years"? Certainly not your potential clients.
Yet, all of these phrases appear on many law firm websites and advertisements. Having a website that focuses on these 'qualities' is great for 'corporate egos', but definitely not good '¨for generating potential business enquiries.

Confident content

Get started as soon as possible with creating quality content. You are the best placed and most qualified to provide credible legal information that answers questions, entertains and informs clients, which clients '¨and prospects ache to share with friends, family and colleagues.

A top tip for improving your website is asking partners, directors, colleagues and, in fact, all staff, including secretaries, '¨to provide, either individually or in a brainstorming session, the top ten most-asked questions from clients.
Depending on how many people you ask, you will generate enough information for your website for many months. This process will provide valuable ideas for a content redesign while answering initial questions and problems. You'll quickly address that dreaded 'what's in it for me' question with a 'here's what you've been looking for' answer, and finally get the attention you deserve. SJ

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