Did you know that 75% of people judge a business by their website?
While lawyers may think this isn’t true for them, the fact is that, especially now, when many of our encounters are purely virtual, more and more potential clients will be judging you by your website.
A weak website can cost you up to 50% of your potential business.[i]
Let’s talk about three C’s for strong websites: clear, client-focused, and consistent. Let’s look at each one.
Attention spans are getting shorter by the day. Most people give your website only 8 seconds before they click away if they can’t find what they want or they aren’t sure they’re in the right place. I talked about this a bit in a previous video in relation to your Home page, but not every web visitor lands on your Home page first. Clarity is important on every page of your website.
That means that in the first 8 seconds, it should be clear to any visitor what your law firm does, who you do it for, where you are located, how to find what they are looking for, and what to do next.
[To keep your message clear, text should be easy to read – preferably dark text on a light background – and images should be related to the content of the site.]
Next, your website needs to be focused on your clients. Many law firm websites are weak because they focus more on the law firm than the client. Your website is about your firm, but it is for your clients.
To be client-focused, your website should speak to one client at a time, as if you’re having a conversation with them.
It should instantly solve a need for them; you want your ideal client to land on your site and immediately think that you’re the solution for them because you understand their problem and know how to solve it.
And it should answer their most common questions.
To do all of that, you need to know your potential clients, their needs, and how best to speak to them.
The third C is consistent – your website needs to have a consistent voice in the copy throughout the site, and it should flow logically.
The look and feel needs to be consistent throughout the site as well. Page layouts, headers, footers, and navigation should be consistent. [If navigation is at the top of the page on the Home page, that’s where it should be elsewhere on the site.] You want your potential clients to stay engaged and to be sure that they haven’t accidentally navigated to a different site.
Is your law firm website clear, client-focused and consistent?
See more of my videos about law firm websites:
- How Much Should Lawyers Charge?
- Are You Distracted at Work? Close Those Open Loops!
- Choosing the Right Time for Focused Work
- Are You the Source of Your Interruptions? [video]
- Sticking to Your Communications Policies [video]
- Stop Co-Worker Interruptions [video]
- Avoiding Unplanned Phone Calls [video]
- Handling Client Interruptions [video]
- Eliminate Interruptions: The Interruptions Log [video]
- How Training Benefits Your Firm [video]