Law Firm Marketing Agency
To convert online visitors to leads, you need these five web pages on your law firm website: Testimonials, Blog, About, Practice Areas, and Contact. Each page contributes a unique element to the overall conversion journey, so pay close attention.
Let’s take a step back. If you want to grow your law practice with digital marketing, you need to do two things:
1) Get visitors to your site, and
2) Convert those visitors into leads.
This happens when your website inspires confidence that leads to action. That’s how you convert a visitor into a lead, and that’s what these five must-have web pages will do.
Here’s a guide to the five must-have web pages for conversion (Testimonials, Blog, About, Practice Areas, Contact). We also cover how to best format these pages to lead visitors toward taking action by answering their questions and demonstrating your value.
Testimonials: How to write a testimonials page for lawyers, optimized for conversion
A Testimonials page from happy clients is one of the best conversion tools. A strong, positive and recent testimonial promotes your firm’s skills and credibility and lets visitors understand you from the perspective of a client.
An effective testimonial page includes both written and video testimonials.
We’re including Case Results in this category, too. While you might have a separate webpage for Case Results, the purpose of this type of content is the same: to establish a history of positive outcomes.
Note that testimonials can be more effective than case results at converting visitors because testimonials come directly from former clients. Testimonials are more trustworthy as a form of social proof, whereas case results can come across as impersonal.
If a visitor likes what they see on a Testimonials page, they are more likely to reach out to you.
Blog: Format your law site blog and choose topics to encourage conversion
Your blog may be attracting visitors through organic SEO. It may also be finding readers if you share new blog posts via newsletter or social media to existing followers.
Blogs can be the start of a powerful long-term relationship with a future client—but some topics are more strongly oriented toward conversion.
Conversion-oriented blogging involves choosing the right topics and providing a call-to-action.
Write about situations that resemble your visitors’ lives, so you can illustrate how you help people in parallel circumstances. When visitors can relate to your content, they’re more likely to reach out.
Include a clear call-to-action in the body of your post, where appropriate, like “Book a free custody consultation.” A sidebar link to your Contact page is helpful when an in-body link doesn’t make sense.
Bear in mind that content strategy is a huge topic beyond the scope of this article. A strong content strategy should include a large variety of posts that cater to visitor needs, not just conversion.
About: Establish your credibility and pre-empt questions
An About Our Firm page and Attorney Profiles are key for conversion rate optimization.
An About Page can help you pass the credibility test, which you must pass before a visitor will take the next steps with your firm.
On these pages, visitors are looking to find out if you’re trustworthy and competent. Your About page should demonstrate:
- Credibility
- Relatability
- Savvy
Here, answer the credibility questions that a potential client might have about you. How many cases have you won? What kind of training have you received? Have you won awards?
Make yourself relatable by including a headshot and a few personal facts on the Attorney Profile. Do you volunteer? Have you been through a situation similar to your clients? An image of the entire firm is wise on the general About page, as it helps visitors relate to you as a team.
Finally, demonstrate your savvy by pre-empting questions a client might have about your or your practice. For example, if you’re part of an established firm, explain how you stay relevant and cutting-edge compared to your newer competitors.
Practice Areas: Use keywords but write for actual human prospects
Practice Area pages showcase in more detail what kind of legal services you offer.
Each practice area should have its own exclusive page.
In part, we recommend this because Google ranks individual pages. If you have an individual page dedicated to a specific search keyword term, it will rank better than a page with a less specific focus. Get help from an SEO expert to identify the correct keywords for your firm.
Individual practice pages are good for humans, too. Your prospects are looking for specificity in their area of concern. A generic “business law” page will be far less attractive to someone who needs help with a green merger & acquisition deal than someone who has a practice area page called “green merger & acquisition,” for instance.
Contact: Keep it simple, set expectations, and constantly improve
The Contact page is one of the most frequently visited pages on a law site, and there’s a LOT at stake here.
If someone has already made it to your Contact page, get out of their way!
Keep it simple, with minimal form fields and no fancy formatting. Reduce the friction by eliminating unnecessary steps between arriving at the page and clicking “Submit.” Make sure the font size is readable on both desktop and mobile devices.
Then, include a basic confirmation message that clearly tells them what to expect next. “Thanks for submitting!” is not very helpful. Will they hear from you in 24 hours? Will they receive an auto-acknowledgement with a link to more resources?
The Contact page link should be visible on every page of your website. Visitors should not struggle to click around and find ways to contact you.
Continue to improve and optimize your Contact page to get better conversion rates. Try changing the color of the “Submit” button or tweaking the copy.
Review and next steps
Converting visitors into potential clients is essential to your ongoing success. Invest in these five key web pages to support a consistent flow of leads:
- Testimonials
- Blog
- About
- Practice Areas
- Contact
If you need support with digital marketing, from content and social media to website design and lead generation flows, reach out for a free consultation with Omnizant. We specialize in designing growth-optimized online assets for law firms, and we have the track record and testimonials to prove it.
Last Updated: July 29, 2024