It goes without saying that an investment in a (new) website should provide your firm with a profitable return on investment in the form of increased site visits, engagement on the site and quality leads generated. So, how do you achieve this? How can you tell that your website is working for you?
We’ll talk about the top 6 things to look for to determine if your website is pulling its weight to achieve your firm’s goals.
1. Visually appealing web design
No one likes to admit this in the open, but looks do matter! Compared to your competitors, how good does your website look and does it reflect your brand? Answer honestly, I’ll give you a moment to think about it…
If your website does not have an updated design or is clunky compared to a similar firm, your potential clients will leave as soon as they arrive. This is especially true if site visitors cannot find the information they want in a reasonably short amount of time. Because of this, you may be losing business without even realizing it.
Avoid chasing away business with crowded, unreadable or unprofessional looking websites. Consider a more modern and sleek web design that will appeal to a broad spectrum of people and in turn, generate leads. In summary, your website needs to be an online visual representation of your brick and mortar office.
2. Relevant content
Content is king! People are constantly searching the web for solutions to problems they may have. If your website is able to address a user’s current issue or provide a different angle to consider, then you may be on track to making a real connection with potential clients. Your website should be able to educate incoming leads and new clients about what you do and what to expect from you. Interesting blogs, helpful articles or even rich video content are a sure way of generating organic traffic to your website.
When you start to see lower bounce rates and increased engagement in the form of extended time on site, or multiple pages visited, then you’ll know that your content strategy is working well for your firm.
3. Easy to find solutions
As we’ve previously mentioned, the effectiveness of your website and content strategy is measured partly by user engagement with relevant and easy to find information. Be sure to organize your content and link it together to provide a more cohesive reading journey. By the time your phone rings, it is likely that your potential client has already found the information they need to address their issue. At this point, they’ve determined your firm would be a match for them. This is a great indicator that your website is working well for you.
When people are informed, they’re better able to self-select the services that fit them best, meaning you get leads that are a better fit for your business. People are able to formulate and ask better questions when they’ve already had an introduction to major concepts, and that means your clients can be more engaged in working with you on a solution. As you can imagine, using your website to inform can also save you and your staff a lot of time during the initial intake call.
Your website’s design can and should highlight the most helpful and important information you offer so that new visitors can quickly find the answers they need. Think about the questions most people are likely to ask and put those answers front and centre on your site. For more information on how to convert leads into clients, check out this article.
4. Quality lead generation
Pop quiz: are you regularly getting quality leads through your website? If the answer is “no”, then your website isn’t working hard enough for you. It really is that simple. The primary reason you’ve invested in a website and maintained it to date is to draw attention to your firm and the services you provide. With this, comes the overarching goal of attracting the perfect client and building your business. Your website is truly effective when it is able to filter in leads that will be a good fit for your firm.
Lastly, being able to track website data and contacts is important. Whether you are tracking this information on your own, or have assigned this responsibility to an agency like ourselves, website performance data should be readily available to you to determine all facets of website usability and health.
5. Page loading times
Ever wondered about the effects of a slow website on your overall business? With the overarching business goal of increased leads and conversions, a recent study showed that a one-second delay in page load time resulted in 11% fewer page views, a 16% decrease in customer satisfaction, and a 7% loss in conversion. Now imagine what a few more seconds will do to your ability, as a business, to engage with potential website visitors, and in turn, make them your new clients. With this background, having a fast site is critical for the health of your bottom line, as well as how well you rank with Google. Insider secret: there is a significant connection between site speed and SEO.
High levels of patience are not normally associated with most web users. With this in mind, websites that are bogged down with large graphics, numerous page redirects or poor server response times may be due for a comprehensive site audit or redesign to address these issues. If you need help or are seeking a second opinion, please do reach out to us for a free consultation today.
6. Mobile responsiveness
Not all website designs work well with mobile devices. Avoid frustrating your mobile audience by ensuring your website is responsive to the devices they choose to use. With mobile search increasing at exponential rates, you do not want to risk alienating key clients and contacts due to poor website design. A key goal you and your web designers should have is providing an optimized mobile experience that is easy to use, sleek and convenient.
Your website has a big job to do for you. It should show off your brand and your services. It should make a connection with your perfect clients and compel them to reach out to you. In addition, it should play a part in collecting leads and directing them to the right place. In order for this to happen, your website should provide an incredible user experience that will leave your site visitors informed and entertained enough to want to grab their phone and call you. If you need help in any of these areas or are looking for tips on how to achieve a well-performing website, give us a buzz. We’d be happy to help.
– Team Soulpepper
PS: We recently launched our “New Normal” Webinar Series aimed at helping law firms build a solid online presence both during and after COVID-19. Our Website Strategies for Law Firms webinar will provide additional insights into how your website can be used to attract quality leads. We encourage you to watch it here.