As many as 77 percent of law firms generate new business leads online, according to recent research, and because your website is up and working 24 hours a day, 7 days a week, that’s something you can’t afford to ignore.
Naturally, you’ll need to dodge Google penalties and stay up-to-date on the latest legal marketing techniques, so you can take advantage of your website’s built-in benefits.
What Law Firm Websites are Most Successful?
Law firm websites that have between 401 and 1,000 pages get six times more leads than websites with between 51 and 100 pages.
It’s not enough to have lots of content, though. It has to be really, really good content.
According to QuickSprout, the average content length for any page that ranks in the top 10 spots on Google has at least 2,000 words – and posts that are longer than 1,500 words get an average of 68.1 percent more tweets and 22.6 percent more Facebook “Likes.”
Law firm websites that are truly successful do three things:
Attract potential clients.Even if you have the most sleek, streamlined website on the Internet, you’ve wasted your time (and your marketing dollars) if you don’t let people know it’s there. You have to take the appropriate steps to ensure that the search engines notice, crawl and index your site so new people can find it online.
Engage visitors.Whether visitors come in through search engines or they follow your website address from your business card, your billboard or your other advertising efforts, you have to keep them interested while they’re there. That means providing them with useful content, real solutions and valuable advice as soon as they arrive.
Turn visitors into clients. You can – and should – use your law firm’s website as a trust-building tool. It’s the best place to share your knowledge and show visitors that you’re a subject-matter expert when it comes to your practice areas. It takes a careful balance of the right text, video and other content to do this in a way that people actually enjoy, and the most successful law firms get it right.
How Can Law Firms Get the Most from Their Websites?
There’s no one-size-fits-all answer for every firm. Making the most out of your existing website (or, in some cases, starting from scratch with an entirely new site) isn’t a quickfix. Most firms choose to work with law firm marketing pros who can turn things around and improve the firm’s online presence, reputation and brand by monitoring metrics, making adjustments and following the latest best practices.
Because there are so many variables, and because every firm has different competition, it can be a big project. Want to learn more? Claim your free website audit video from ApricotLaw – it’s the first step in making your website and your firm more profitable.
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