The moment a visitor lands on your law firm’s website, you need to establish some level of trust and begin moving them through the sales funnel. When there’s a lack of trust, you’re likely to experience a higher than average bounce rate, and the majority of your leads with be squandered. That’s why you need to be aware of some common website trust killers, which will make would-be clients turn and run. Here are some of the top website trust killers to avoid.
1) Poor Design
If your site looks like a mickey mouse Geocities site from the 90’s, your visitors won’t be able to click the “back” button fast enough. Whether or not a visitor chooses to stick around and explore your site is largely about perceived value. If there’s the perception of value (e.g. crisp, clean and professional web design), visitors are more likely to trust you, and it’s going to increase the average time spent on your site and reduce your bounce rate. If there’s the perception of no value, they’re going to leave.
2) Negative Proof
What’s negative proof? This is a term that’s used to describe the opposite of social proof. For example, negative proof could mean the absence of testimonials, little to no social shares or a blog that hasn’t been updated for several months. Just as it’s important to establish social proof, it’s just as important to avoid indicators of negative proof because they’ll make any semblance of trust go out the window.
3) Spelling and Grammar Errors
Another way that some law firms shoot themselves in the foot is by being careless about spelling and grammar. In fact, “a study found that of people are turned off by spelling or grammar blunders.” Not only does this make you look unprofessional, most people aren’t going to want to hire an attorney to handle their case who obviously lacks attention to detail.
4) No About Page
Let’s say that a visitor is fairly impressed with what they’ve seen on your site so far. They’re definitely interested in hiring you to handle their case, but they want to learn more about you, your qualifications, experience, track record, etc. If your website doesn’t have a formal “about ” page, this may be a deal breaker for some people. If you don’t have a specific page that covers your background and expertise, you’ll want to create one ASAP.
5) No Photos
Before a potential client makes the decision to go with a certain lawyer, they usually like to see an actual photo. They want to be able to put a face with a name. If you don’t have at least one professional headshot on your site, it’s likely to diminish your trust level with many visitors.
It should go without saying, but trust is huge when marketing your legal services. The wrong website trust killers can throw a serious wrench in your sales funnel, and your conversion rate is going to take a blow. But by correcting some common mistakes, you can amplify your trust and reel in more of your leads.