When visitors first land on your law firm’s website, you’ve only got a few seconds to impress them enough to make them stick around and keep browsing. Otherwise, failing to appeal to their wants will likely send them to competitors, and their business will be lost forever. In order to grab visitors’ attention and move them through the sales funnel effectively, you must first understand potential client psychology and design your website accordingly. With that being said, here are some of the top things that users want from your website.
Simple and Intuitive Navigation
Above all else, potential clients want to be able to quickly and painlessly navigate your law firm’s site to get to the content they’re looking for. In fact, a study from HubSpot found that an overwhelming “76 percent o consumers say the most important factor in a website’s design is that the website makes it easy for them to find what they want.” Compare this with only 10 percent saying that the most important thing is a website having a beautiful appearance and nine percent saying a website offering a cutting-edge interactive experience — and it’s clear that simplicity and intuitiveness are key.
While you definitely don’t want to skimp on aesthetics and need a professional design, it’s important to remember that functionality ultimately wins out. That’s why it’s best to not get “too cute” and go overboard with flashy graphics, animations, videos, etc. Instead, it’s best to opt for simplicity and ensure that visitors can find what they need without a lot of hassle.
A Clear Explanation of Your Services
Visitors also want to know exactly which legal services you offer and which ones you don’t. That way they’ll know if you’re the right law firm to handle their case or if they need to look elsewhere. Consequently, it’s important to highlight which types of cases you handle and your areas of specialty. Be specific and leave nothing to the imagination.
A Means of Contact
This may sound obvious, but it’s essential that potential clients can instantly find your contact information and get ahold of you without struggling to do so. That’s why you’ll want to make it easy to find your contact info and include your law firm’s phone number, email address and physical address. Not only does this streamline communication, but it validates your firm and lets visitors know that you’re legitimate. It’s also smart to include a few pictures of your location, a map of where you’re located as well as social media profiles for maximum impact.
Finally, a lot of people want some type of third-party validation so they can know that you’re credible and not just a scam artist. Accordingly, it’s a good idea to include things like unbiased testimonials, positive press, awards, recognitions or names of big name clients you’ve served in the past. This will tangibly prove that you’re trustworthy and should make it easier to get potential clients to contact you.
Delving deep into client psychology is crucial when deciding how to structure your law firm’s website. By understanding precisely what visitors are looking for, you can cover all of the bases. In turn, this should increase your conversion rate and ensure a fresh stream of new clients.
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