As your law firm migrates to a virtual environment, a critical issue to address is the functionality of your website. Akin to a cross between a road-sign and billboard, your firm’s website serves to direct clients and prospective clients to the resources you can provide, as well as advertise your services to the masses.
Registering as a member with COUNSELUNITED is but one arrow in your firm’s quiver in terms of finding an outlet to display your services. In addition, consider the following criteria to gauge how your firm’s site performs overall:
- Is your site mobile-friendly? According to a Thomson Reuters survey of U.S. Consumer Legal Needs, over half of legal consumers utilize a mobile device to locate attorney services. If your firm’s site isn’t mobile friendly, chances are the consumer will not spend time navigating the site and will continue their search.
- How is the Image Quality? We are in a digital age, with access to high resolution cameras and images literally at our fingertips. Capture your audience with quality visual design, which necessarily includes appealing image resolution. Your clients, and future clients, will thank you.
- User Experience and Simplicity. Ensure your message is crisp, clear and convincing. Consumers tend to turn away from complicated sites – save the legal analysis for your work product or the content section of your website (e.g., blog posts, newsletters, whitepapers, etc.) and make certain the main section of your site is personal and engaging with clear direction as to what you do and how to make contact.
- Who is Your Audience? Understand your audience (e.g., who you want as a client) and write to them, not the population at large.
- Track the Site’s Performance. Maintaining a pulse on your site’s data helps you understand user behavior and what works (or, more importantly, what doesn’t) in terms of drawing attention to your site. If you have not considered site performance, take a spin with Google Analytics and focus on these metrics: site visits, unique visitors, page views and bounce rates (the percentage of visitors who leave your site after viewing a specific page).