When marketing your law firm, one of the most important things you need to keep in mind is your website. More than just a place for your potential clients to gather information about who you are and what you can do, a website showcases your law firm.   

No matter the time of day or what they need, your website is a permanent promotional tool, always there to get your name out there.  

With this in mind, you will likely want to know precisely how to optimise your law firm’s website. This can be tricky to do if you are not particularly tech-savvy (or marketing-minded); however, the good news is that there are plenty of simple and effective ways to make sure that your website has the maximum lead generation for your law firm.   

Understand the lead generation process  

A great place to start when it comes to using your website for lead generation is to ensure that you understand how lead generation works. Once you identify how lead generation works, then you can make sure that you follow the process from beginning to end.   

Secure the basics

Having a good quality website can get reasonably technical as you move through the process, but one thing that you should always focus on first is securing the basics. Having those basics as a foundation for your website is going to give you the best start possible, and you can then build and build on that.   

Being mobile-friendly is one of the first things that you need to focus on. This is because over half of all the web searches that are made around the world are done on a mobile device. This means that you need to have a website that is easy to use and navigate on a mobile device.   

This includes aspects such as contact forms and also signing up to your email database too.   

Once you know that your website is mobile-friendly, you also need to ensure that it is effective in loading and moving from page-to-page too. A website that is slow to load or seems clunky in its workings is not going to create a good impression.

Not only may this drive away potential clients, rather than drawing them in and encouraging them to want to find out more, but it may also make them think that you are not quite as professional as you really are.  

Finally, your website should look good. Whilst working well is vital, if it doesn’t look good too, then it is never going to make the right impression. Your website needs to look great with everything presented in the right way but it also needs regular updates. Stale content is never going to impress.   

Always have a call to action…

A call to action is a powerful way to make sure that your potential clients turn into actual clients. This means that you need to ensure that you have a call to action, particularly on those key web pages throughout your website.  

Your homepage is possibly the first place that you should add a CTA, as this is where everyone who visits your page will go through. It is also the easiest page to find, which is always going to encourage potential clients to get in touch. 

Keep your call to action short and sweet, this will be the best way to get attention and get it clicked through.   

Some great examples of a call to action include:   

• Sign up for a newsletter  
• Visit my services page  
• Live chat with an expert  

….and make them personal   

Following on from making sure that you have CTAs, you should also do what you can to make them as personalised as possible. This is easier to do than you realise. You can use dynamic content to ensure that the web experience for each user is tailored as much as possible to them.   

Know which pages get the most traffic

No matter how well-designed your website is, you are always going to have certain parts of your website that get more attention than others. It is important to be able to recognise which pages these are; then consider why they may be performing better than the rest.   

Once you identify the reasons why then try to implement those changes into other pages on your website. Not only this but also utilise these pages as much as you can, perhaps adding forms and calls to action to those particular pages.   

Never stop testing your law firm lead gen  

Testing is a critical part of ensuring that your lead generation is optimised as much as possible. In turn, you can make relevant changes that you need to make.   

Testing can occur on any part of your website that you want to gather data on. Look at the layout and design of certain pages. Are your CTAs worded in a way that is going to appeal and be used as much as possible?

If you don’t take the time to test, then how can you ever learn more about your website and how it is working for you?  

Have a live chat feature for your law firm

Live chat is definitely becoming more common on websites. Rather than being a clunky and frustrating service, live chat is actually a streamlined and sophisticated tool too.   

Live chats are a great way to try and capture as many new leads as possible on your website. They give your potential clients the help that they need, and it is there at a time when they need an answer. It is also easy enough to implement (and, of course, easy for the end user to access too).   

Not only this, but live chat features can help you to gather relevant data that you can then use to your advantage.   

Nurture and cultivate those law firm leads   

It is one thing to do your best to gather leads for your law firm, but you also need to think about how you can nurture and cultivate those leads once you have the process kickstarted.   

Your follow-up process needs to be smooth, dedicated and quick; that way, you can transform the early leads into something that is actually going to be valuable and help your law firm to grow in the future.   

It is important that you have a database that ensures that you have all the information that you need. You then need to use this information to contact the leads on a regular basis. They can see you are going to be dedicated to providing them with a great service they can trust.   

In order to ensure that you gain as many good quality leads on your website as possible, you need to take the time to optimise your website. It may take both time and effort, but I can promise you that it is going to be worthwhile doing and give you a chance to grow your client base and your law firm too.   

Take a look at some of my other blogs you may be interested in:

Keep your law firm fit as a fiddle and hire an interim marketing director!

How to play the law firm referral marketing game

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.