Our world is now entirely online. Just getting someone to look away from their devices long enough for a proper conversation is challenging. With this reliance on technology, it is no surprise that many law firms are taking advantage of the benefits of a properly managed online presence.
It’s not enough to just slap up a website, and it can be overwhelming when you dig into online marketing. Fortunately, there are some simple things you can do to improve your web presence and overtake your competitors online.
1.Have a Mobile Friendly Website
Most people use their mobile phones when researching which attorney to hire. In 2015, Google reported that mobile had surpassed desktop search, and that gap has continued to widen.
If your website is one of the 66% that doesn’t display properly on mobile, you are missing out on more than half of your potential new clients, in addition to any negative impact it may have on your mobile search and local map rankings.
- Get Lots of Glowing Reviews & Testimonials
People care about the opinions of others, as demonstrated by how important the online review system has become. It is not enough for you to say you will do a good job, other people have to say it, too.
Your ability to obtain testimonials from your clients can vary state to state, but generally speaking, it is perfectly fine for you to request reviews. However, they should meet specific criteria, such as being honest & accurate, representative of a typical client experience, clients can’t be compensated, and you can’t write it for them.
- Use Real, Professional Photos
We’ve all seen enough stock photography to know that the gray-haired gentleman smiling while answering the phone doesn’t actually work for your firm. While stock photographs look appealing, they aren’t helping anyone when the same guy appears on 10 different attorney websites.
We recommend getting professional attorney photographs, or “hero shots”, for display throughout your website and marketing. Not just a headshot, this should be you, in a power pose, ready to save the day.
- Hire an Attorney Online Marketing Firm
Some stuff you can do yourself, like getting reviews. However, there are other things that you can’t or shouldn’t be spending time on.
People come to you because they recognize the value of having a knowledgeable expert on their side. The same is true for law firm marketing agencies. There is a lot of tedious and time-consuming work that needs to be done regularly for you to maintain an online presence that consistently delivers new business. Professionals help us do things we can’t or don’t want to do ourselves, and are much better at it than we would be anyway, so utilize them when it is to your benefit.
- Write Compelling Headings & Subheadings
Page tracking software tells us that most people do not read the majority of what is written on a website, they merely skim for vital information. Through the effective use of headings and subheadings, you can ensure they get the right message.
A properly formatted page should have a heading (H1) that accurately and succinctly tells what the page is about, for example St. Petersburg Divorce Attorney. Your subheadings should then read like a story so they get the idea even without reading the body. You may have subheadings such as ‘Staying Together for the Kids is Not the Right Choice”, “Think Your Spouse is Planning to Ask For Divorce? Here’s What To Do”, and “Divorce Attorneys That Care”. These show that you are knowledgeable, with their best interests at heart, which is really all they need to know.
- Be Responsive
Some attorneys contact a potential lead back within a few moments, while others will wait until they finish another task, or even until the next day. So just how responsive do you really need to be?
According to research by the Kellogg School of Management at Northwest University, you have a 100x greater chance of reaching a lead if you contact them back within 5 minutes of missing their call or receiving their form lead than you do at the 30-minute mark. So, ideally, you would respond within 5 minutes for optimal results. However, the average lead response time, as measured by the Harvard Business Review, is 42 hours. By responding immediately to all lead contacts, you will be faster than your competition and have a better chance of reaching them the first time.
Moral of the Story
Knock out the basics, and you will already be better than 95% of your competitors. Use professionals to help you jumpstart your growth, be responsive, and focus on what you do best- being an outstanding attorney.