If you’ve ever written a novel, thesis or heck, even a college essay, you know that the introductory paragraph or chapter is often the hardest to draft. This language is the first to be presented to the reader and as such must be informative, concise and most importantly, engaging. When developing your website, the home page must contain these elements as this will serve as the introduction to your firm for many web visitors.
A well-drafted home page should be short and to the point and contain the following three items:
Introductory Paragraph: Search engines and readers alike pay great attention to the first few sentences on your home page. Website owners often struggle with finding a balance which should appeal to both. Quite simply, your first home paragraph should serve as a synopsis of your firm; what do you do? Who do you serve? Where do you practice? Be sure to include your main target geographic locations and practice areas. An example of a strong introductory sentence which is effective in terms of SEO and visitor appeal might simply read, “The Sample Law Firm works with families and small businesses throughout Springfield, Massachusetts with Estate Planning, Asset Protection and Business Succession Planning. In one easy to read sentence, you’ve laid out exactly what you’re about and tell the user if they should look any further. Of course, if you have 14 specialties, this cannot be combined into 1 sentence. In that case, you might consider listing just a few practice areas in the first sentence and follow that with a bulleted list of your other services.
Body: The intro sentence(s) tells visitors exactly what you do and where you do it. The body of the home page should describe what sets you apart from other competitors in the area. Don’t use the generic ”we are client-focused” pitch (although it may be part of it). Instead tell your story, list particular examples of technology or procedures you use to benefit your clients or even consider featuring a prominent client testimonial. In short, use this space to sell yourself and be creative.
Conclusion: After you’ve talked up your firm, you need a call to action. You might highlight that you have a free consultation available or flexible appointment times. Then be sure to include your contact information or a prominent link to the Contact Us page. If you would like to steer users deeper into the site to check out your firm profile or news stories, you might consider including direct links to these pages as well.
By following the guidelines above, you can be sure that your site has the right stuff to keep visitors interested. Contact us today to learn more about optimizing your home page.