Due to the competitive nature of the legal industry, I often get asked by firms what is the best way to maximize the return on investment for their online marketing efforts. Is getting page one rankings on the search engines based on area of practice keywords going to be enough to yield a consistent return? My answer: Now that you’re on page one, what is going to make a potential client want to call you at that point? What separates you from the other firms that are also getting good rankings? Remember, the goal here is to CONVERT!
Don’t get me wrong, rankings are very important. If your site doesn’t rank well, it will not get the traffic necessary to yield a return. However, rankings are only a piece of the puzzle. Rankings help drive the traffic. It’s your website that will provide the conversion. Keep in mind that if you are on page one, you still are competing against 10-20+ other firms! Therefore, your site needs to be designed in such a way to convert prospective clients.
Here are some things to consider when evaluating your website’s ability to convert:
- Does the home page of your site clearly communicate that your firm can provide a solution to a potential problem a prospect is having?
- Is your site well-organized and easy to navigate?
- Do you have an easy way for them to contact you?
- Is your phone number large and prevalent on every page of your site?
- Do you have a “Contact Us” email box on every page and is it placed in a position to be noticed?
- Have you communicated a track record of success via client testimonials?
- Is you website engaging enough to make a prospective client want to stay on the site for an extended period of time?
- Are you participating in social media sites such as Facebook®, LinkedIn®, & Twitter®? Do you have links or buttons to those sites prevalent on your homepage?
- Do you have a blog?
- Do you have videos on your site?
I will be writing future blogs detailing conversion ideas. I’m interested in hearing about other “Best Practices” and conversion ideas.
