Your law firm’s homepage is vitally important and can essentially make or break you from a conversion standpoint. The issue is that “77 percent of digital agencies believe that poor website user experience is a weakness for their clients, making poor user experience the most significant weakness agencies identified.”
So how can you improve this? It all starts with understanding the top five things visitors want to see on your law firm’s homepage.
1) Products and Services
According to a 2015 study from KoMarketing, this is most important of all with 86 percent of people wanting to immediately see products and services. And this makes sense. Visitors don’t want to have to decode what it is you’re offering. Be sure that it’s instantly clear what specific branch of law you specialize in and to include your unique selling proposition above the fold.
2) Contact Information
This is a biggie with 64 percent of people wanting to see contact info. KoMarketing states, “More than half (54 percent) of respondents indicated that the lack of thorough contact information reduced a vendor’s a credibility and thus would cause them to leave a website.” Lacking key elements like your phone number, email address and physical address can really put a strain on conversions, and you’re theoretically losing more than half of your leads.
3) About/Company Information
Not all that far behind contact information is your about/company information with 52 percent of visitors wanting to see it. This is critical because it gives visitors a quick overview of your law firm, your team, history and so on. When done correctly, an about/company page will quickly answer FAQs and showcase your expertise.
Be sure that you not only include this information but that it’s thorough. Check out this guide from Neil Patel to learn how to create the perfect about page.
These play a bigger role than you might think. According to KoMarketing’s study, 27 percent of people want to see testimonials on a homepage. And why wouldn’t they?
This is one of the most straightforward ways to back up your claims and prove that your law firm is truly capable of getting results for your clients. Your testimonials don’t necessarily need to be anything over the top. Just include a few accounts from some of your most satisfied clients and have them include specific details on why prospects should let your law firm handle their case.
5) Marketing Collateral
Last but not least is marketing collateral with 23 percent of people wanting to see it. Some examples include:
- Digital brochures
- Data sheets
- Case studies
- Blog posts
Don’t be afraid to be creative with this. Just make sure that it captures the attention of prospects and proves that you know your stuff.
This study from KoMarketing did a great job at shedding light on exactly what it is visitors want to see once they land on your law firm’s homepage. By checking each element off of your checklist, you’ll be in a position to ensure a positive user experience and can expect to see a higher conversion rate.
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