IFTS, Inc. Blog

Attorneys – Elevate Your Online Presence By Removing These NINE Key Elements From Your Law Firm’s Website

Are you tired of your website feeling more like a legal labyrinth that requires a map and guide than a client-friendly portal?

Are visitors on the site lost in a sea of legal jargon, unable to figure out what action to take?

Do you always have to tell people where information is on your website rather than them easily being able to find it?

Well, you are in the right place because your law firm website makeover starts now.

Picture this: a website that not only showcases your legal abilities but also captivates online visitors from the moment that they land on your site. Imagine a digital platform that not only informs, but engages users, turning them from information seekers to eager clients that want to pay you for your services.

In today’s fast-paced digital landscape, where you get 50 milliseconds for a person to judge your website, make it count. Your site is your virtual storefront, your best salesperson and your online greeter all rolled into one…it’s also your ticket to reaching a broader audience full of potential clients.

Here’s the kicker – in order for your website to thrive in the competitive world of online legal marketing, you have to ditch outdated tactics and embrace a fresh approach that speaks directly to your target audience.

So, if you are prepared to say good-bye to cookie-cutter sites and hello to an amazing new website that gets you clients, let’s get started! It’s time to unleash the power of your legal acumen and make a lasting impression in the digital realm.

So, what are the 9 elements that you need to remove from your law firm’s website to accomplish all of this?

Element 1 To Remove - Unclear Brand Messaging

Make sure that your homepage communicates your firm’s specialty in a succinct way, right at the top of the page. Don’t make site visitors guess what you do. They need to know immediately that they are in the right place with the right firm.

Avoid using vague headlines like “Leading Law Firm” or “We Get You Legal Results Fast”.

Instead, opt for more descriptive statements such as “Expertise in Corporate Law For Startups” or “We Take Women Through Every Step Of A Divorce”.

If you can call out your ideal client and how you will help them, you will have great messaging that makes them want to learn more and stay on the site.

Element 2 To Remove - Ambiguous Navigation Labels

Site visitors need to know where to go on your website intuitively.

Instead of having a page that lists out all of your areas of practice, create one page per practice area. Not only does this make navigation easier, but it helps with your website’s SEO as well by having keywords in the menu.

You should also do this with the areas that you serve. Instead of having one page that talks about your service area, create independent pages for each of the cities or towns. This makes it much easier for a site visitor to know that your firm is in his or her area and can help.

Element 3 To Remove - Generic Subheadings On Website Pages

Get the attention of your visitors with specific subheadlines that engage them immediately.

You want them to say “This firm is for me” when they are reading the text on your site.

Instead of using a header like “Our Services”, try something more descriptive like:

“Comprehensive Family Law Representation”
“Strategic Criminal Defense Tactics”
“Starting A Business in 7 Steps”

When you make the subheadings specific, it allows a site visitor to self identify as a potential client.

In addition, more specific subheaders are great for telling the search engines like Google what your firm does and should help with your site rankings.

Element 4 To Remove - Slideshow Overload

Avoid overwhelming your visitors with excessive slideshows with multiple slides.

Streamline your pages to highlight key services or unique selling points effectively. Important information should not be hidden in a slide that someone has to wait for.

Not only that, but slideshows do not do well with accessibility for anyone accessing your site with a disability, so they may not get the information that they need.

Our bodies are hardwired to react to movement, so if you have a moving element on your website, it’s distracting. You never want anything on your website to distract from your messaging and stop someone from hiring you.

Element 5 To Remove - Inauthentic Imagery

Yes, stock images with pretty people and perfect lighting make your website pretty for YOU to look at. Your web designer probably thinks that it is pretty too.

However, it comes across as really inauthentic and boring.

When people are looking for a lawyer, they want to be able to see YOU and your team. People hire people, they don’t hire businesses. They want to make a connection. Stock images make it impossible for a potential client to make a connection.

It doesn’t matter if the lighting is a bit off or you need to lose those extra 5 pounds, an authentic picture comes across as a human that they can trust.

Build trust with potential clients by using authentic images that reflect your firm’s identity. Replace generic stock photos with genuine pictures of your team, office or clients (with consent of course) to convey credibility.

Bonus points if you let them know just a bit about your personal life, like sharing a picture of your dog or you at a local baseball game. You’d be surprised by how many people connect with you in that way.

Element 6 To Remove - Social Media Distractions

Have you ever noticed the websites that have the firm’s social media icons at the top of the page above the menu?

Well, I can guarantee you that they are losing more traffic than they would like.

By putting the social icons at the top of the page, you are just begging your visitors to click off of your page…and get sucked into the attention time sink that is social media. By the time that they are done checking their notifications and seeing the latest Reels, they may have completely forgotten that they started at your website.

Minimize this distraction by moving the social media icons to your footer and on your “Contact Us” page. This prevents visitors from being redirected away from your site and maintains their focus on your legal services. It also puts your social media pages at an easy to find spot.

Element 7 To Remove - Outdated Content

Keep your website relevant by updating or removing outdated content.

If your blog templates have dates on them, remove them. If the date is important, put it in the title or the text.

Most legal articles will be evergreen, so you don’t want people to click away because the article is 10 years old. If it’s still good information, they should read it. Don’t make it easy for them to dismiss.

Element 8 To Remove - Unreadable Content Blocks

Which paragraph looks easier to read?

I think that most people would agree that Option 2 is much easier to read than option 1. It has whitespace and gives the eye somewhere to rest.

Improve readability by breaking up dense paragraphs. Some of the ways that you can do this include:

Shorter sections
Utilizing bullet points
Use easy to understand headlines
Highlight or bold key points that you want to draw the eye to

See what I did above? I just made that easier for you to read by breaking it up into bullet points.

You want to do your best to enhance the user experience by making information more digestible and accessible. 79% of people scan new pages that they come across, so the text needs to be formatted to grab their attention. Blocks of text just won’t work.

Element 9 To Remove - Excessive Legal Jargon

Simplify your website’s language by eliminating excessive legal jargon that may alienate or confuse visitors.

Yes, your content may sound “legal” or impress your colleagues, but that’s not who your website is for.

When writing your content, ask yourself (just like in law school), cui bono, who benefits?

If the answer to your question is not “My potential or current clients”, you know what to do.

Instead of bombarding potential clients with complex legalese, strive for clear and concise communication that everyone can understand. Remove dense paragraphs filled with technical terms and replace them with plain language that resonates with your target audience.

By cutting through the legal mumbo-jumbo, you’ll make your website more accessible and user-friendly, ultimately fostering stronger connections with potential clients through authenticity and trust building.

You can even try a tool like quillbot to rewrite sentences with a certain reading level in mind.

What Is Next For My Firm’s Website?

In conclusion, optimizing your law firm’s website is essential for staying competitive in today’s digital landscape.

By removing outdated elements and enhancing user experience, you can create a more engaging and effective online presence that attracts and converts potential clients.

Let’s recap the nine key areas we’ve discussed:

Ensure clarity in your brand messaging and homepage headlines.
Use specific navigation labels to guide visitors effectively.
Craft engaging subheadings that capture attention and provide value.
Streamline your homepage to prioritize essential information.
Opt for authentic imagery that builds trust with potential clients.
Minimize distractions by strategically placing social media links.
Keep your website content relevant and up-to-date.
Enhance readability by breaking up dense paragraphs and utilizing formatting.
Simplify your language by eliminating excessive legal jargon.

By implementing these changes, you can transform your website into a powerful marketing tool that showcases your expertise and attracts your ideal clients.

Now, it’s time to take action!

Review your website with a critical eye and identify areas for improvement based on the principles outlined in this article. Whether you choose to make small tweaks or undergo a complete overhaul, remember that every change you make contributes to a more user-friendly and effective online presence for your law firm.

Don’t hesitate to reach out to IFTS, Inc. or call for assistance if needed.

Your website is your digital face to the world—it’s time to make it shine. Start implementing these strategies today and watch as your online presence grows and flourishes.

Here’s to a brighter, more successful future for your law firm!

Three Simple Steps To Take To Get More Free Leads From Google

Would you like to get more free leads from Google?

I think that most business owners would answer “Yes!” to that question.

So, how do you do it? How can you, as a small business owner, get more free leads from Google?

By doing the following 3 things within your Google Business Profile (GBP), you can get more free leads for your business:

Provide More Images
Respond To Reviews
Use the Q&A section

In this article, we will cover how to easily do these 3 things and WHY they work.

1 - Importance of Adding Images to Your Google Business Profile

Adding images to your Google Business Profile is crucial for several reasons, particularly in enhancing your business’ online visibility and engagement with potential clients. Regularly updating your profile with new photos can significantly improve your ranking in Google’s local search results, specifically in the most sought after Google Three Pack results.

This section often draws the highest click-through rates because visual content grabs attention faster than plain text listings. By showcasing high-quality images from your company, you provide a visual tour to potential clients, which helps in building trust and authenticity before they even walk through your door. It also helps you get more free leads!

What Types of Pictures To Use In Your GBP

The types of pictures to upload can vary, but each serves a purpose in enriching your profile’s appeal.

Interior shots of your office give viewers insight into your working environment, which can be particularly persuasive if your spaces are well-maintained and professionally appointed.

Exterior photos help clients locate your business easily, reducing frustration on their initial visit and improving their overall experience.

Photos of your team are equally important as they put faces to names, personalizing your business and making clients feel more connected to your company.

Additionally, images from events or everyday business activities can showcase your company’s community involvement.

Client-Generated Imagery and Its Impact

Encouraging clients to upload their own images can further augment your profile’s effectiveness. Client-generated photos add an element of verification and trust, showing prospective clients the real people and stories behind your services.

Although incentivizing reviews is against Google’s policies, inviting clients to share their visual experiences is permissible and can lead to a richer, more engaging profile. These images not only enhance your profile’s authenticity but also improve its freshness score on Google, potentially boosting your search rankings and visibility.

Together, these strategies for adding various types of pictures to your Google Business Profile leverage visual content for better search engine placement, richer client engagement, and ultimately, a stronger online presence for your business.

2 - Leveraging the Q&A Section of Your Google Business Profile

Utilizing the Q&A section on your Google Business Profile is an important tool for enhancing visibility and engaging directly with potential customers.

This feature allows the public to ask questions directly on your profile, which you or your team can answer. By actively participating in this section, you not only provide valuable information but also increase the interaction rate on your profile.

Each question and answer adds relevant content to your page, which improves SEO by naturally incorporating keywords associated with your business. This ongoing interaction signals to Google that your profile is active and relevant, boosting your visibility in search results and thereby drawing more potential free leads.

Types of Questions and Strategic Responses

The range of questions that can be asked in the Q&A section is vast, but focusing on relevance and quality is key.

Potential customers might ask about specific products, such as “What limits should I get for my professional liability insurance?” or seek advice on services, for example, “Do you offer installation services for outdoor lighting?”

These inquiries provide an excellent opportunity to use keywords strategically. Responses should be detailed and crafted with SEO in mind, utilizing synonyms and related terms that enhance your profile’s searchability. By addressing these questions thoroughly, you not only establish authority and trust but also improve the chances of your profile appearing for related searches.

Enhancing Engagement and Conversion Through Q&A

The Q&A feature serves as a pre-purchase touchpoint, where potential customers can gauge the responsiveness and helpfulness of your business. This interaction plays a crucial role in the customer’s decision-making process. A prompt and informative response can significantly sway their choice to engage with your products or services.

Additionally, by curating a list of commonly asked questions and populating the Q&A with these queries and answers, you preemptively address customer concerns, which reduces barriers to purchase and can lead to higher conversion rates. Engaging with users through the Q&A not only enhances your profile’s performance in terms of SEO but also builds a foundational relationship with prospective customers by providing them with immediate value.

Through the strategic use of the Q&A section on your Google Business Profile, you can significantly enhance your online presence, attract more leads, and build stronger relationships with potential customers, all of which contribute to the growth and success of your small business.

3 - The Importance of Responding to Reviews on Your Google Business Profile

Responding to reviews on your Google Business Profile is an essential practice for any small business aiming to enhance their online reputation and attract more customers.

Whether the reviews are positive or negative, each response you craft should be thoughtful and personalized. This not only shows that you value customer feedback but also demonstrates your commitment to customer service—a critical factor that potential customers consider when choosing which business to support.

Google itself has indicated that interaction with reviews can influence your local search ranking, which underscores the importance of this practice. By engaging actively with reviewers, you enhance the likelihood that your business profile will appear more prominently in search results, thereby increasing visibility and potentially attracting more free leads.

How to Effectively Respond to Reviews

When responding to reviews, it’s important to address the reviewer in a personal and professional manner. For positive reviews, express gratitude and reinforce any specific compliments with additional commentary that reinforces your business’s values or practices, such as:

Hi [reviewer name], we had a great time painting your living room and kitchen! It looks so nice and you picked out such a great turquoise for the accent wall. Please keep us in mind for any future painting needs.

For negative reviews, maintain professionalism and calm; apologize where appropriate, and offer to resolve the issue offline. This approach not only mitigates the negative impact of such reviews but also displays a proactive attitude towards customer satisfaction, which can be very appealing to prospective clients.

Boosting Leads Through Strategic Review Responses

Strategically responding to reviews can significantly influence your business’s lead generation efforts. A well-managed Google Business Profile with regular, thoughtful responses to customer reviews will likely cultivate a positive online presence, encouraging more customers to choose your service or product.

Responses to reviews provide an opportunity to use relevant keywords that improve SEO and increase the visibility of your profile in search results. When potential customers see a business actively engaging with its clients and caring about their feedback, it not only boosts the business’s credibility but also enhances its attractiveness, leading to increased customer interest and more free leads.

Overall, the act of responding to reviews is a powerful tool that serves multiple functions: it improves search rankings, helps manage public perceptions, and enhances customer relations—all of which are essential for driving more traffic to your business and securing a higher conversion rate from potential leads to loyal customers.

BONUS – If you don’t have a lot of reviews yet and would like to set up a system, check out our article on getting more reviews here.

Start Getting More Free Leads From Google Today

Implementing the three strategies outlined in this article—adding images, engaging through the Q&A section, and responding to reviews on your Google Business Profile—can significantly increase your small business’s online visibility and free lead acquisition from Google.

By effectively managing these 3 things, you not only enhance your profile’s appeal and searchability but also establish a robust online presence that attracts and retains customers.

Each of these elements serves to build trust and credibility. These interactions not only improve your Google search rankings but also make your business stand out as responsive and customer-focused.

Adopting these practices will not only help in getting more free leads but also in converting those leads into loyal customers, fostering long-term success for your business. Remember, the digital footprint of your business is often the first impression potential customers will have, so make it count by optimizing your Google Business Profile with these effective strategies.

Embrace these techniques today, and watch as your business grows its online presence and customer base organically.

10 Common Small Business Website Mistakes You May Be Making in 2024 – Part 2

For small business owners, your website is more than just a digital storefront—it’s the very first handshake with future customers. Ensuring this vital first impression is not only visually appealing but also user-friendly is paramount to your success.

Our last article covered 5 common mistakes that small businesses make with:

Navigation
Pop-ups
Website load time
Responsive design
Jargon

If you haven’t read it yet, check it out here.

Let’s explore our final 5 tips on how to keep your digital welcome mat inviting and free from the usual slip-ups that can deter potential business.

Mistake 6: Keeping Your Website a Secret From Search Engines

Imagine you’ve got this super cool clubhouse, but you didn’t tell anyone how to find it. It’s got all the best games, snacks, and comfy chairs, but if nobody knows where it is or that it even exists, what’s the point?

Your website is kind of like that clubhouse.

You could have the best services or products, but if you’re not making it easy for search engines (like Google) to find you, you’re basically invisible online.

So, how do you send out a digital map to your site?

It’s called SEO, or Search Engine Optimization. This isn’t about tricking Google with magic words but more like using the right keywords that match what people are searching for and having the right website structure.

For example, if you’re a lawyer specializing in family law, you want to make sure your website talks about things like “family lawyer,” “divorce help,” or “child custody advice” because that’s what people will type into Google when they need a lawyer like you.

If you ignore SEO, it’s like putting up a “Closed” sign on your website. You might as well be invisible. But when you pay attention to SEO, you’re putting up a big, flashy “Open for Business” sign that guides customers right to your door.

And who doesn’t want that?

Mistake 7: Forgetting to Tell Your Website Visitors What to Do Next With A Clear Call To Action (CTA)

Picture this: You’re at a super cool amusement park with all these awesome rides, but there are no signs. You’d probably wander around a bit, feel confused, and might even leave without trying the best rides.

That’s what happens when your website doesn’t have clear signs—or in website speak, a clear call-to-action (CTA).

A call-to-action is like that big, red button that says “Press Me!” It’s your way of telling visitors exactly what you want them to do next.

Whether it’s “Buy Now,” “Sign Up,” or “Contact Us,” your CTA is your website’s way of guiding visitors to the next step. Without it, they might just wander off.

Think about what you want visitors to do most on your site. If you’re selling something cool, your biggest button might say “Add to Cart.” If you’re a lawyer, maybe you want them to fill out a form for a free consultation. That’s your CTA. Make it big, bold, and easy to find.

Also, don’t clutter your site with too many CTAs. If you do, it’s like a tour guide shouting directions at you from all directions.

You wouldn’t know where to go first, right?

Stick to one or two main actions you want people to take, and make those buttons impossible to miss. Choose a contrasting color for your CTAs to really make them stand out.

Remember, your website isn’t just there to look pretty. It’s there to guide your visitors somewhere – like making a purchase, learning more about your services, or getting in touch with you.

If you’re not clear about what you want them to do, they might not do anything at all.

Mistake 8: Using Blurry or Low-Quality Pics

Ever scrolled through social media and seen a picture that was so blurry, you couldn’t even tell what it was supposed to be?

Kind of a letdown, right?

The same goes for your website. If you use pictures that are blurry, too small, or just plain bad quality, it’s not a good look. It’s like showing up to a job interview in a wrinkled shirt and flip-flops. People might not take you seriously.

Think about it: Your website is like your online storefront. The images you use are like the window display. You want everything to look sharp, inviting, and professional.

That’s why picking the right pictures is super important.

They need to be clear, high-quality, and they should make sense with what you’re talking about. If you’re a bakery, show off those cupcakes in all their mouth-watering glory. If you’re a photographer, your pictures need to be top-notch, showing off your skills.

But remember, the pictures you use should do more than just look pretty. They should tell a story about who you are and what you do. A great image can grab people’s attention and even help explain things better than words sometimes.

So, take a bit of time to choose the right ones. It’s like picking the perfect outfit for a first date. You want to make a good impression!

Mistake 9: Letting Your Website Collect Metaphorical Dust

Ever visited a company’s profile only to see their last post was from 2017? You might wonder if they’re still around or what they’re up to these days.

It’s the same deal with websites.

If someone lands on your site and the last update was ages ago, they might think, “Hmm, is this place still in business?”

Keeping your website fresh is like keeping your social media profiles lively. It shows you’re open, active, in the game, and ready to engage.

Here’s another thing: Google and other search engines are always on the lookout for fresh content.

When they see that you’re regularly updating your site, they think, “Hey, this site is alive and kicking. Let’s show it to more people.” This could mean better spots in search results.

Updating your site isn’t just about adding new products or services (though that’s important, too). It’s also about refreshing your blog posts, changing up images, or even just tweaking your homepage now and then. It shows visitors and search engines alike that you’re keeping things up-to-date and that you care about providing a good experience.

And don’t worry; you don’t have to overhaul your site every month.

Small, regular updates are like watering a plant—a little bit consistently can help it grow big and strong. So, whether it’s sharing news about your business, adding tips or insights in your blog, or just updating photos, keep your website’s content fresh. It’ll make a great impression on both visitors and Google, keeping your site in the spotlight and getting clicks!

Mistake 10: Skipping the Safety Gear for Your Website

Imagine surfing the internet like riding a bike.

Now, what if I told you that not having a secure website is like riding that bike downhill without a helmet? Sounds risky, right? That’s because it is.

Your website needs something called an SSL certificate to keep everyone’s data safe—kind of like how a helmet protects your head.

When a website has an SSL certificate, it’s like having a secret code. Anything people do on your site, like shopping or filling out forms, gets scrambled into a code that only you can understand. It keeps hackers from sneaking a peek at private info like addresses or credit card numbers. Without it, you’re telling your customers, “Hey, it’s okay to ride this bike without a helmet.”

Not cool.

Here’s the kicker: Google, the apex of search engines, is now checking if sites are secure before showing them in search results. That means your website might not show up as easily when people are searching for stuff online. It’s Google’s way of making sure everyone plays it safe on the internet playground.

So, how do you get this magical SSL certificate?

It’s not as complicated as it sounds. Often, your website host can set you up with one. It’s a simple step that tells everyone, “We take safety seriously around here.” Plus, it keeps Google happy, which is always a good thing.

Make sure your website is wearing its helmet. Safety first, folks!

What To Do Next…

Wrapping up our digital deep dive, let’s remember that your website is essentially your online handshake.

It’s the first, and sometimes the only, impression potential customers will have of your business.

So, it makes all the difference to ensure that this virtual greeting is as warm, inviting, and effective as possible. Avoiding the common pitfalls we’ve talked about is key to keeping your digital doors open and reaching your business goals.

First off, clear navigation and a speedy, mobile-friendly site aren’t just nice-to-haves; they’re must-haves in today’s fast-paced, smartphone-dominated world. Every element of your site, from the words you choose to the images you showcase, should tell your story in a way that’s easy to understand and engage with.

Remember, the goal is to make visitors feel at home and ready to explore what you have to offer, leading them gently but firmly to the action you want them to take, whether it’s making a purchase, signing up for a newsletter, or reaching out for more information.

Lastly, keeping your content fresh and your website’s security tight shows your customers that you’re not just open for business, but you’re also a reliable, trustworthy partner in this digital journey. As the online world continues to evolve, so should your website. Regular updates, attention to SEO, and ensuring your site is a safe place for visitors will help your business stand out in a crowded digital marketplace.

So take these tips, tweak your digital strategy, and watch as your website becomes your best salesman ever.

Need help implementing any of the tips above? Contact IFTS to set up a free consultation. Just send si@iftsdesign.com an email with the subject line “Free Consult”.