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Is Your Law Firm’s Homepage Design Lacking Important Elements?

The homepage of your firm’s website is one of the most important pages on your site, because it is where the majority of your visitors convert into potential clients. Deciding what elements to include, and how to design the page is crucial to maximizing conversions, and ultimately, new clients for your firm. Determining what converts the best on a homepage can be tricky, as there are many factors involved.

Below are just a few things to consider:

  • Content
  • Firm reputation
  • Proper keywords that provide the scent of information – Scent of Information refers to when web users enter their query words or phrases in the search engine—they will see their search words or phrases highlighted in the search engine results page (SERP) listings. These keywords are the user-generated scent of information.
  • Goals
  • Target audience and demographics
  • User experience
  • Design and user interface
  • Site speed

The homepage is not meant to be a smorgasbord of all your content fighting for attention. Your homepage should showcase the value of hiring your law firm. There are many ways to let prospective clients know that your firm has the experience and resources necessary to seek the results they want. Consider including some of the following on your homepage:

  • High-quality, easily digestible content
  • Clear calls to action
  • Client reviews or testimonials
  • Verdicts and settlements
  • Awards and association badges
  • Firm badges

Below, we will dive into just a few of the most important items.

Above-the-Fold Elements
The portion of the webpage that is visible without scrolling is referred to as “above the fold.” Featuring quality, engaging content above the fold on your site is essential to keep a visitor interested and to keep them from leaving right away. Though more and more people are getting used to scrolling, thanks to the proliferation of mobile phones, you want to provide a precise message, good trust signals and a clear call to action, all above the fold. A visitor to your site should be able to find the following information quickly:

  • Who you are
  • Where you are located
  • What kind of law you practice
  • Contact information and/or live chat As an example, Holliday Karatinos Law Firm has a nice, inviting design above the fold, with all the elements discussed previously:
  • A warm firm photo of one of their attorneys
  • A simple and to-the-point message that lets visitors know what they do, where they are located, and how long they have been helping people
  • Trust signals, such as the Best Attorneys of America and the Litigator Award
  • Multiple calls to action, such as phone number, live chat and a contact form.

Quality Content
Some say content is king. But they also say less is more. The content length debate has been going on for a long time in web marketing. Though evidence suggests that longer content leads to better rankings, we have found that a simplified design with shorter content works better for conversions.
A problem with content arises when there are large swaths of text with nothing to break it up, such as photos, headings, infographics, icons and illustrations. Adding visual elements within the text provides the user’s eye a break as they scan the content for something eye-catching.
Rand Fishkin, in a great article on content, wrote:
“My proposal: rather than applying a tactic like long-form content universally or setting length as the bar (or even a metric) for greatness, we instead match our content to our audience’s needs and our business/personal goals. 700 more words will not help you reach your goals any more than 7 more words. Create content that helps people. Do it efficiently. Never write an ultimate guide where a single image could more powerfully convey the same value. Trust me; your audience and your bottom line will thank you.”
Think of your homepage as a branding funnel that highlights your firm’s strengths, personality and types of cases you handle—all of which should be backed up with trust signals like client reviews, case results and award and association logos, along with clear calls to action. You should provide enough content to convey your value, message and brand without overwhelming visitors. Your homepage should be concise and provide targeted bites of content that link to your interior pages. The interior pages are there to provide more in-depth detail if the user chooses to read more about a particular subject.

Provide Clear Calls to Action
It is vital to provide multiple, highly visible calls to action throughout your homepage. If you have laid the groundwork on your homepage to entice someone to call about your services, you need to provide a quick and foolproof way to contact you. Calls to action come in many forms, such as a free consultation button, phone number, live chat or a contact form.
Jim Leach has a site that features multiple clear calls to action throughout the design and content.

Trust Signals
It is essential to provide potential clients who are visiting your website for the first time with certain assurances that they can trust you. There are many ways that you can convey trust signals. Below are just a couple of examples:

Client Testimonials and Reviews
Perhaps the most important trust elements to feature on your homepage are reviews and testimonials. People rely heavily on the reviews and recommendations from others. Having reviews for your law firm is no exception.

Awards and Certifications
If you have awards or recognition from organizations, such as AVVO, Martindale-Hubbell, BestLawyers, Super Lawyers and many others, featuring some of the badges above the fold provides a strong trust signal.
Other trust signals you could display within your site include:

  • Firm photos
  • Privacy policy
  • Verdicts and settlements
  • Contact and location info

Firm Photos
Last but not least, it is vital to have unique, welcoming photos of your attorneys and office. Not only do good photos provide a great trust signal, but they help to convey your firm’s culture, brand and personality.
Some of the best photos are ones that show attorneys making connections with their clients, or ones that convey an emotional story to visitors. Try to avoid using stock photos, as they don’t provide a genuine feel for prospective clients. We recommend law firms hire a great photographer who can best show off the firm’s brand and culture. Also, don’t forget to update your site with new photos from time to time, to keep it fresh.

There are a lot of factors involved in crafting a great homepage. Using solid data and a little intuition about your goals and demographics, you can create an optimized experience for your visitors that will drive conversions.

Kevin Evans

Kevin Evans is a Senior Web Designer for Kevin develops creative strategies for our clients’ websites that will help them to succeed. He proactively reviews our clients’ sites and makes any adjustments that will improve the overall impact of converting visitors to clients. He also codes HTML/ CSS, implements scripts, edits and creates videos and gives creative direction to the members of the design department.

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Filed Under: Featured StoriesTechnology

About the Author: Kevin Evans is a Senior Web Designer for Kevin develops creative strategies for our clients’ websites that will help them to succeed. He proactively reviews our clients’ sites and makes any adjustments that will improve the overall impact of converting visitors to clients. He also codes HTML/ CSS, implements scripts, edits and creates videos and gives creative direction to the members of the design department.

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