Your website is likely the first contact any potential client will have with you and your firm. The site is a crucial aspect of your legal practice. It is a huge opportunity to drive new business and one of the biggest opportunities to differentiate yourself from your competitors. Yet, chances are, your site hasn’t been updated in many years, if at all. It may be time to ask yourself some important questions to ensure that your site is up to date, and maximize its potential as a tool to grow your practice.
Some Important Questions to Ask Yourself about Your Website
Has my site been updated since it was launched?
The last thing you want is a site that looks like it was created when your computer was running Windows95 and you had a Discman. An outdated site is not aesthetically appealing or engaging. It will not make prospective clients pick up the phone to call you (a.k.a conversion). Moreover, such a site is also probably hard to navigate, and doesn’t take advantage of optimized SEO and other elements that all websites should now have. If you haven’t updated your site in recent years, it’s probably time to do so.
Is my site user friendly?
Does your site have multiple pages addressing your various practice areas? Do you take advantage of clickable links? Are there numerous call to actions? Is it laid out in an intuitive manner? The answer to all of these questions should be yes, and if it is not, it’s time for a redesign.
Is my site responsive (i.e. mobile friendly)?
We’ve officially moved past the “mobile tipping point”. That is, mobile usage now outweighs desktop based computer usage. This means that people are likely visiting your website from a Smartphone (Android, Blackberry, iPhone) or hand held device (iPad or other tablet), rather than on their desktop or laptop.
In 2015, Google rolled out “Mobilegeddon” and began to label websites “mobile-friendly”, depending on whether or not they were optimized for phones and other mobile devices. This affected how pages were ranked (i.e.- where they appeared in a Google search). Since then, there have been additional changes to “help [Google] users find even more pages that are relevant and mobile-friendly”.
The reality of vastly increased mobile device usage also means that your site should be optimized to be viewed on all platforms and screen sizes. This means adjustable screen resolutions and re-sizeable images, among other things.
If your site is not optimized to be viewed on a smartphone or device, it is likely not getting as many visits as it can, and you may be losing business. If that’s the case, it’s time to think about a redesign.
Does my site incorporate blogs?
As we’ve posted about before, blogs are the new newsletters. Having a blog on your website is the key to reaching a wide audience and gaining new clients. A blog allows you to remain CASL compliant. A regularly updated blog can also help establish you as an expert in your practice area. Most importantly, a frequently maintained blog helps drive traffic to your site, which is great for SEO. If your website doesn’t already incorporate blogs, you should consider adding them. Once you have a blog, consistent updating is key to capturing and maintaining an audience.
Does my site include value added content for its visitors?
As we’ve written about in a previous post, Google’s unseen algorithms, including Knowledge Graph, affect how websites rank. Sites that only offer direct, generic information are becoming obsolete. People will not visit sites that give them the same answers that a quick Google search can. Instead, sites require specialized content in order to remain relevant and rank high in searches. All of the pages on your site (and there should be multiple) should contain compelling, informative content for your visitors. If they do not, or if you don’t have multiple pages, it may be time for a redesign.
Does my site use generic photography?
Does your site include any photos or images? Sites should always include images. As we’ve addressed previously, high quality images are one of the most effective ways to capture people’s attention online. People will react more strongly to content accompanied by images.
Further, photos create trust and a human connection, which leads to a further question – does your site use stock images of random individuals rather than the people that you actually work with? Be careful. Your site should use high quality, professionally taken, current photos of the actual lawyers and staff that work at your firm (no blue eyeshadow or shoulder pads!).
If your site doesn’t have images, you use stock images, or your photos are outdated, it may be time for a redesign.
Does my site reflect my firm’s brand and value proposition?
It is absolutely crucial for a site to clearly spell out a firm’s value proposition. As we’ve discussed in a past blog post, the value proposition is essentially your elevator pitch. It should explain what specific benefits your firm brings to clients, and what makes you different from the competition. The value proposition is an integral part of your firm’s brand and must be incorporated into the content on your site. If your site does not do so, you should consider a redesign.
Contact Umbrella Legal Marketing for Your Web Redesign
At Umbrella Legal Marketing, we specialize in and are passionate about helping firms build great websites to help them grow their client base. We only work with lawyers and law firms. We understand your target market, your community, and the ethical and practice standards governing the profession. We will work with you to maximize your online presence and grow your client base.
- Launch a full creative redesign of your site
- Help you develop and articulate your value proposition and brand
- Ensure your site is accessible and navigable across all platforms
- Provide an in-office photo shoot with our professional photographer
- Provide blogging services by our team of lawyers and legal professionals
- Help you communicate more effectively with your clients
Contact us by email at firstname.lastname@example.org or at 416 356 4672.