Having a website is a big deal for any business or business personality. However, a bad website can be worse than having no website at all, as it gives readership a bad impression of what you represent. But a great website design? Hoo boy, that can do a world of good to help you convert leads and help your bottom line. We will discuss why that is, and what aspects of quality website design helps a law firm thrive.
Elements of website design: How quality helps convert leads
Just like any product or service, providing a good law firm website for potential customers to navigate is very important to them. A business’ website exists, more or less, to attract these potential customers, also known as leads, to decide to partake in your products or services. However, quality is a little subjective, so how do you determine whether your website is actually a quality one? Well, there are certain standards that every website, regardless of the industry or intention, should strive for if they want to be particularly successful with a large enough audience. The first is to make sure that the website is functional. This may seem like an obvious thing, but all too many websites fail to implement proper functionality, though the most common way for this to occur is if a website is allowed to deteriorate. Website maintenance is an important step in getting leads, and failing that, those leads will quickly move on more often than not. Pages being allowed to go down, images dying and leaving an ugly blank space for readers to be turned off by. Even more subtle issues, like readers experiencing long load times. These will not only result in them often clicking off, but it also creates problems for your website’s ranking in the Google search engine, and that is the last thing you want to have happen. If readers cannot even find your website, how good the website is going to be entirely immaterial.
Lead conversion is something that you cannot slack on. Now, don’t get us wrong, you cannot simply be chasing every single potential lead. As they say, jack of all trades, master of none is not something that you want to be. Pursue a niche of people instead of trying to get as many as you possibly can, because if you focus on appealing to that smaller group of people, you are more likely to get their attention than if you try to go a generic, inoffensive route that maybe converts leads, but rarely, if ever, impresses. But when all is said and done, you cannot deny that there is such a thing as being too unambitious with your lead pursuit. As mentioned above, there are things that you can do that are going to appeal to virtually every potential customer. But you also want to make sure that certain aspects of your website match the kind of tone that you are trying to set for your business. A serious business, such as a law firm, is going to want a writing style and visual design that matches the serious circumstances of your profession. If you take a more relaxed or silly approach in any aspect of the design, it may turn off potential leads from being converted. Sure, you do not want to come off as robotic, but ‘serious’ and ‘robotic’ are not the same thing. Meanwhile, a business that is more lighthearted taking a too serious approach, or lacking personality, will probably not be well received. The best way you can find a good balance is to consult an expert in website design for lawyers.
Furthermore, one of the best ways to bring leads to your website in the first place is the content they are finding through a Google search, by having, for example, blogs that relate to your business (but not about your business), you provide content that is entertaining and relevant to their interests. They are not likely to find your website through your main page, after all, so the other stuff has to be really engaging. A problem that a lot of businesses face when trying to do this kind of thing is either that they themselves try to write the blog posts despite not being good writers themselves, or they do not hire good writers to handle it. Sure, having a cheap writer may be affordable, yet it is not likely to produce the best of results. A cheap writer is typically going to produce low-quality content, which can manifest in different ways. Poor grammar, poor spelling, or even clumsy use of search engine optimization (SEO) tricks. For instance, nothing turns a reader off more SEO-wise than an article that is overstuffed with unnatural-sounding keywords. By paying more money for the services of an SEO-experienced writer, you will be more likely to receive high-quality blogs, ones that sound natural and are actually of use to the readers. No reader likes to feel like they were tricked into going to your site and getting nothing of value out of it. They may just as well avoid procuring the services of your business out of spite at that point. You need to focus on making sure that you post good articles before you worry about whether they will effectively convert leads. It is a delicate balancing act of budget, quality, and SEO effectiveness, and you are not probably going to get it right the very first time. Don’t let that discourage you; if you do fail, just try to see what went wrong and try again.