Fact – “55 percent of visitors spend less than 15 seconds on your site.” This means you’ve got a very narrow window of time to work with before most visitors will head elsewhere. If your site has poor web usability, that window is likely even smaller, and you can bet that the majority of your leads will be squandered.
One way to keep visitors around for longer, encourage them to engage with your content and increase the odds of them converting is to optimize your site’s web usability, with these elements being most important.
1) Fast Load Time
To say that visitors have a short attention span is an understatement. Wired reports, “47 percent of consumers expect a web page to load in two seconds or less.” Having a fast load time is a necessary precursor to every other aspect of web usability.
Even the least bit of sluggishness is going to diminish the UX and hurt conversions. Therefore, this is the first area to address. Check out this guide from Crazy Egg to learn techniques for increasing site speed.
2) Responsive Design
Visitors can be accessing your law firm’s website on myriad of devices. It could be a desktop, laptop, tablet or smartphone and so on. Consequently, your site needs to look the same regardless of screen size. That’s where responsive design comes in.
And fortunately, this is something that’s simple and inexpensive to implement in 2018. If you run your site on WordPress, you can simply install a plugin that will take care of it for you. One of the best that I personally recommend is WPtouch.
3) Seamless Navigation
Visitors shouldn’t have to think too much when browsing your site. It should be intuitive.
If you have a higher than average bounce rate (70 percent or more), then poor navigation could be the culprit. Check out this post from LemonStand to learn all about navigation best practices.
Is your site riddled with broken links? Not only is this frustrating for visitors, it can hurt your brand reputation because it makes you seem unprofessional.
Luckily, you can find dead links and 404s easily with the Online Broken Link Checker. Simply enter your URL, and this tool will scan your site and notify you of any broken links.
5) Strong Security
Online security is no joke. There were 918 data breaches which compromised 1.9 billion data records in the first six months alone in 2017 – an increase of 164 percent compared to 2016.
Consumers are more wary than ever and don’t want to do business with any brands that are perceived to have poor site security. This is also a factor that Google now looks at when determining where to rank your site. So you want to be diligent about digital security.
Some strategies include:
- Using a secure hosting provider
- Obtaining an SSL certificate
- Having periodic penetration and/or a vulnerabilities assessment performed
- Limiting access to admin accounts and sensitive information
- Utilizing strong passwords and routinely updating them
Web usability has always been important. But it’s arguably never been more critical than it is in 2018.
The average visitor’s patience is extremely limited, and it doesn’t take much for them to leave your law firm’s website for a competitor. By focusing on these five elements, you should be able to optimize your web usability for a better UX.
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