Much of your SEO effort for your law office’s website is probably focused on search engine rankings … and rightly so. If you know about the marketing funnel, you know that it doesn’t matter how great your services are and how slick your website is, if the people looking for your services can’t find you. However, the next stage in the funnel is to convince visitors to the site that you can help them, and in order to do that your first task is to direct people who arrive at your site towards the information that is most likely to entice them to make an appointment.
Getting potential clients from the search engine results page into a seat on the other side of your desk is the task of website design. Issues such as path flow and user experience are key to converting a page hit into a consultation. Search Engine Journal, Search Engine Land, the Quicksprout Blog and Search Engine Watch have advice to help you keep visitors on your site long enough to make your pitch.
A big statistic you should keep your eye on for your law firm’s website performance is its bounce rate. “Bounce rate” has several different definitions, but they are all important. In this article, the author uses the term to mean the percentage of visits to a site that do not progress beyond the first page. Others think the term means the amount of time visitors spend, with a short time being a high bounce rate. Another definition of bounce rate is time limited – the number of people that leave your site within 5 or 10 minutes of first arriving. You need to judge which of these definitions could monitor potential failure of your site. For example, if you have contact details on your Home page, it might not necessarily denote failure if busy mobile surfers just looked at that page. You need to look at where you keep the convincing information on your site and follow the user experience to make sure people are getting to the page that has it.
People arrive at your law firm’s website either by typing in an address that they got off an advert, a brochure or your firm’s stationary, or by following a link from another site or a search engine. The page that address points to is the “landing page” and you need to make sure that page either has all the convincing information on it, or that links through to the vital page are easy to find and quick to follow. Therefore, you should have shortcut links through to key explanations about your legal specializations right on the landing page (which is usually the Home page) rather than expecting visitors to navigate through the menu system to find it for themselves.
The title of this article says it all, and reiterates the points made in the description of the previous article in today’s review. That is, if it takes a few pages to filter people through to exactly the right information for them, make sure the menu structure is easy to follow, or, even better, redundant. If you have a busy practice with diverse specializations, you can’t expect to crowd answers to everyone’s fears all on one page. However, you should make it childishly simple for people to spot a link and get to that page. Don’t make them work, otherwise they will bounce out.
Once your website visitors have glided effortlessly to the perfect page to meet their legal needs, don’t beat about the bush, bore them or scare them away. The issue of the content that you post on your law firm’s website is slightly tangential to the main theme of this week’s SEO Trend’s topic. However, structuring the content properly is a website design issue and it has more downside risks than positive influences. Length of post is a hot topic in SEO these days, and there are lots of arguments in favor of “shortform” and “longform.” This writer takes her own advice – “limit the length of your posts” — and keeps it short.
The longform advocates of SEO are led by championship long-distance blogger, Neil Patel. In this article you can see him practicing his art at great length. However, the reason this article is in our pick of top advice to keep your visitors onsite is its subject – webinars. Varying the media you use can break up the monotony of looking for services. If you can put in a video of yourself displaying your legal expertise, you will grab people’s attention and stop them bouncing off to a competitor’s website. Also, note how Patel breaks up his extraordinarily long article with visuals. He creates plenty of white space on the page to make his very longform content digestible.