Your law firm’s webpage is like a resume; it provides a snapshot of your services, justifies why prospects should retain your firm over a competitor, helps to demonstrate a track record of success, and establishes your firm as an expert in your industry and market.

An impressive and well-written resume can mean the difference between landing a job and being overlooked, and your firm’s website is no different—an appealing and informative webpage can transmute prospects into customers. With the right legal website design elements in the correct locations, it can lead to a higher customer conversion rate and steady incoming business for your firm.

First Impressions Matter: The Power of Attention-Grabbing Headlines

Website visitors—especially tech-savvy Millennials (those born between 1980 and the early 2000s)—will mostly likely stop at your website seeking a brief introduction to your firm. Make the interaction a positive and memorable one!

At the top of the homepage, feature an engaging headline that concisely describes your services. If you have trouble keeping the headline short and sweet, remember that you can also feature a more descriptive subheading. For example, a San Francisco divorce and family law firm might feature a headline like “50 years of experience supporting Bay Area families” with a subheading that reads “The Law Firm Group: keeping families together while navigating divorce.”

Design Webpages with Viewers in Mind

Research has found that website viewers spend roughly 80% of the time above ‘the fold,’ the area of the page that is immediately visible without scrolling down. Inserting the most valuable and visually appealing content above the fold is essential when contemplating your law firm’s website design.

For instance, consider including a short video about your law firm’s services and a sidebar with a strong testimonial or two. Text above the fold should be in list or bullet format whenever possible. When it comes to legal website design, brief and scannable content is typically better; most viewers skim content instead of reading every word.

In addition, the website navigation bar at the top of the page should link to the most important landing pages like ‘About Our Firm’ and ‘Client Testimonials’ pages. Website viewers are more likely to view influential content such as positive client reviews if they can easily find the appropriate page.

Success Stories and Outside Verification

Prospects may feel more at ease about consulting your firm after reading rave reviews. Featuring client testimonials on your website is a must, and including (or linking to) feedback from outside sources such as Yelp can do wonders for customer conversion.

Frequently Urge Prospects to Contact Your Firm

A call to action is a powerful conversion tool to keep in your legal website design toolbox, especially when used in conjunction with informative and well-written articles. If possible, include calls to action on every landing page of your firm’s website and accompany them with contact information. Your law firm’s contact information should also be prominently displayed above the fold of the homepage.

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