In the present day scenario, launching a website is not going to be difficult. However, to build a website with the potential of success for attracting and converting traffic need not be easy. If you are planning to create a website for your firm offering legal services, you will be faced with plenty of challenges contrary to the retail businesses.
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Due to the intricacies of modern-day, marketing for attorneys and law firms is to be executed properly through a well-defined website. Remember that the business model of a legal firm focuses on cases and clients instead of products and customers. Tailoring the website design properly is a must-have for every firm and you have to keep the differences in mind to get the approval.
Abstain from Using Conventional Sales Tactics
Attorneys look forward to clients instead of customers. Unlike the legal service provider, most of the other businesses can attract clients with contests, giveaways, drawings and sweepstakes. For those in the legal market, the conventional sales tactics is not going to apply. The customers buying consumer goods do not bother about the appearance of the CEO, and is more concerned about the quality of the goods.
On the other hand, people looking forward to hiring lawyers care for this aspect greatly as it provides valuable insight into the reliability of the attorney, the skills of presentation, and the level of professionalism. You can add video to the website to enhance the sense of security of the clients. The video you include in the website can explain the profile of the lawyer and the best option is to include an autoplay option on the home page so that the clients are immediately attracted by the face and the voice.
Use Different Images
The images used in a custom law firm website design is different than the rest even though the end results are similar such as forcing the customers to stay on the website, grabbing their attention, and to make the website engaging and interesting. Instead of using general images, you have to insert good photos of the attorneys to provide a personal touch to the website. Not only do the clients experience an engaging and approachable feel, but the appearance of the attorney makes them more comfortable.
For many clients, the images in the website make the process of contacting the firm more convenient and less bothersome. While accessing the quality photographs of the attorneys on the website, the service provider finds it easy to promote the firm and differentiate themselves from the traditional websites.
Speaking a Different Language
The language of a website must be entirely different than the one needed to sell consumer goods such as clothes, cars, and food products. While most of the consumer goods need to make the customer feeling good and nothing beyond that, the website of a firm needs to create a feeling of security. People usually look for services of law after a violation of their rights and other circumstances that are serious enough and require the mind of a law professional speaking the perfect language while addressing the woes of the clients.
If you are confused about the language to be used in the website of your company, there are sites that help you to compare different versions of the same page to check which one gets a better response from the customers. Try to use the language that attracts the attention of the customers. Alternatively, you can also visit the other legal firm website to get a feel of the language to be included, but make sure it is completely unique.
Dedicating the Pages
Unlike the websites of the consumer goods where you have nothing beyond short product descriptions, the law firm website development must not overlook the pages dedicated to specific areas of practice. The content in these pages not only offer a better opportunity to your firm to get higher ranking in the search engines, but the use of keywords makes the business more relevant and allows the users to locate the business areas with ease. With separate pages for each area of business, the profiles of the lawyers can link back to the other related areas.
Restricting the Speech
Several states restrict certain words to be used while drafting the pages of the website.
Reviews and Testimonials
Reviews and testimonials do not work for consumer goods and the only area where it apply is for companies that offer services to the customers. However, the testimonials and reviews of service providers speak a different language. More often, the site owners can include successful case studies for the people to go through before they decide the best.
Conveying the Culture of the Firm
Unlike the websites of those companies selling retail goods, the lawyers website must stress upon the culture of the firm. Whether you are dealing entirely with criminal offenses or your firm is also dedicated to other aspects of law, you have to be consistent enough about the mission statement and the approach. On the whole, the content must highlight the strength of the firm and the area of specialization.
Multilingual Website
Having a multilingual website is a necessity in the current marketplace. The service providers cannot rely on English alone although it depends on the volume of the clients you need to handle. Even if you have more English-speaking clients, you can still decide to go ahead with a multilingual website for future needs.