The moment a visitor lands on your website, you’ve only got a matter of seconds to grab their attention and sell your law firm. In fact, 55 percent of visitors spend fewer than 15 seconds on a website. If you want to increase engagement and reduce your bounce rate, it’s essential that you provide prospects with the information they’re looking for. Here are the top four questions visitors want answered within seconds after landing on your site.
1) How Can You Help Me?
Most of the people who find your site are in need of legal counsel. Many are confused and overwhelmed with their predicament, and they may be under a lot of stress. They’re looking for an attorney who can provide legal expertise, answer pertinent questions and help with their case. Therefore, your primary goal should be to prove that you are just who they’re looking for and that you’re more than happy to provide your legal services.
You can usually accomplish this by including a list of your specific areas of practice and some brief background information about your law firm. You may also want to include some bios of your attorneys so visitors can get a feel for their qualifications and personality.
2) Can I Easily Find What I Need?
Convenient navigation is a must for any legal site. You definitely don’t want to make your visitors work too hard to locate the information they need. This is why it’s best to thoroughly break down the content of your site into pages that are either located at the top or on the left or right hand sidebar. At a glance, prospects should be able to find what they’re looking for with zero hassle. You may event want to include a search bar so that visitors can enter in specific search terms to streamline this process.
3) Can I Trust You?
It should go without saying, but trust is huge in the legal industry. Potential clients want to know that they’re in good hands and that you’ve got their best interests in mind when handling their case. For this reason, it’s critical that you include some key “trust factors” to ensure that you look reliable and credible. Some examples include the following:
- Testimonials from previous clients
- Badges from the Better Business Bureau or similar organizations
- Pictures of your staff
- Highlights of the top cases you’ve won
The more trust factors you include, the easier it will be to put your prospects’ minds at ease.
4) Where’s Your Contact Information?
Visitors don’t want to struggle to contact you. They should be able to get your address, phone number, email and social media information with a maximum of one click. Otherwise, a considerable portion may simply click the “back” button and look elsewhere. Make sure that your complete contact information is clearly visible from every single page of your site.
By understanding your average prospect’s mindset and providing answers to the questions visitors want answered, you’ll be in a better position to keep them exploring your site longer. This ultimately translates into increased engagement and higher conversion rates.