5 Essential Elements Of A Trustworthy Law Website
In this day and age, it’s inconceivable to imagine a business without a website. It’s no different for law firms. It is the foundation of all your online marketing efforts.
Most of the lawyers already know its importance, but not everyone knows what that looks like. This article is composed by keeping such lawyers in mind. We will go through all the crucial elements of a well-optimized and trustworthy law website that will improve your firm’s brand presence and bring in more business.
1. SSL Certificate
SSL stands for Secure Sockets Layer. A digital certificate that verifies a website’s identity and enables an encrypted connection between the website browser and web server. SSL certificate encrypts all the information that your website visitors provide on your website. It is more critical to be encrypted, especially if you give your clients an option to pay their charges through your website.
Therefore, organizations need to add an SSL certificate to secure online transactions and personal information shared by the customers.
When an SSL certificate secures a website, the letters HTTPS (which stands for HyperText Transfer Protocol Secure) appear in the URL. Without an SSL certificate, only the letters HTTP – i.e., without the letter S will appear. You can also find a padlock icon displayed in the URL address bar. It signals credibility and provides trust to those visiting the website.
SSL certificate is usually purchased alongside the domain hosting by paying a few extra dollars per month.
2. Clean Design
The best way to decide the credibility of a business is to look at its website.
The average person’s attention span is said to be 8 seconds. Hence, it’s essential to have the best first impression when your future client visits your website. It should convey that you are professional, trustworthy, and reliable.
It will also help you stand out from your competition as most law firms still use rudimentary designs these days.
According to Stanford Persuasive Technology Lab, around 75% of website users make credibility judgments about an organization based on their website design. Ensure those judgments are favorable with a professional and quality web design. Take the help of an agency like Oamii, which specializes in developing professional websites for law firms if you don’t have in-house help.
3. Website Content
There is no limit to how much content you can create and repurpose it to distribute on other channels. However, it’s crucial to produce quality content to stand out from the noise and ensure that it benefits your target audience.
Keep in mind to produce readable content that a regular audience can understand as legal writing is challenging to read. As most people don’t read every word on the web page, it’s our job as content producers to write content that suits their reading habits, especially when it comes to blogs. Use tools like the Yoast Real-Time Content Analysis tool to check if your content has passed the readability score.
It’s also important to regularly update and optimize the content on your website. Both search engines and prospects do not like outdated content on a website.
When it comes to the content strategy, ask yourself what your prospects’ pain points are and what kinds of things they mention that confuse them. Then, strategize content around the problems they experience regarding their legal troubles.
On average, we consume over 100 images per day on the internet, so it’s crucial to make an impression by producing visually appealing content along with the text. You can do that with a strong brand identity. It doesn’t have to be too complicated. Ensure that your graphic identities like logo and color scheme are unique and steady across all the digital platforms.
4. Mobile Responsiveness
Whether it’s a legal service or a physical product, consumers instinctively reach out to their mobile phones as soon as they want to enquire about something.
According to a study, almost one-third of traffic to law firm websites comes from mobile searches. Research also suggests that 81 percent of all the local searches made on mobile lead to action – a phone call or a form submission on your website.
You leave money on the table and let leads fall through if your website is not optimized for mobile. All the firms, especially consumer attorneys, need to have mobile responsive websites since it is far more likely for users to reach out to it when they need the service.
It means your website must still look professional whether your prospects access it from laptops, tablets, or smartphones. So ensure you have the necessary resources to make your website look good across all devices.
5. Easy To Contact
What’s the point of optimizing a website and spending money on advertising if you make the visitor difficult to contact you?
Make it easy for all your website visitors to get in touch with you. Have a dedicated contact page that lists all of that essential contact information like contact number, email ID, address, and social media pages.
Putting up a contact form on the contact page will drastically improve the conversion rate. Most visitors find it comfortable to fill up a form rather than writing an email or dialing a number.
Live chat is another additional feature that very few law firms take advantage of. Having someone immediately respond to your visitors’ queries will increase the chance of lead acquisition even when the target audience is in the awareness stage of needing the service. In addition, it is easier for law firms to get their contact details as they have to fill in the contact information to initiate the chat. Most of our clients tell us that they get their best leads through live chats.
Another important tip is to put your contact number on your main menu to be visible on all the pages.