When creating a website, there are several factors to consider. These may include design, text content, and search engine optimization. For law firms’ sites in particular, there are specific tips that influence a positive result in product sales and overall user engagement.
Consider thought leadership.
Professor David Wilkins from the Harvard Law School believes in the importance of a variety of activities that reflect thought leadership. Some of these practices include blogging, speaking, lecturing, and writing. For a lawyer or law firm in particular, these items are especially important to display an understanding of the complex aspects that make up the law profession.
A blog is beneficial for several reasons, especially one that highlights attorney business development topics. Current and prospective clients look to an existing blog for information that has the power to influence their hiring decisions. Yes, a blog is a form of thought leadership but it also provides a great boost in search engine optimization. The content published can be shared on social media and even encourage people to further share and expand overall business potential. Even newsletters and other alerts add value to building important relationships.
Anyone who visits a website for a lawyer or law firm is a potential customer. It is important to have an understanding of the percentage that is converted. Installing an analytics site such as Google analytics is powerful, but having a conversion goal may be even more imperative. Other tools that will help law professionals get up to date with the technological times of today are varied. Besides Google Analytics -Clicktale, Hubspot, Usertesting.com, Feedbackarmy.com, and Unbounce.com provide other services that will help to track the conversion of site visitors to sales. Each of these will help steer law professionals in the proper direction as far as making site improvements.