Authored By: Iris Garrett
2017 is almost here. Why not start off the year with a new objective for your company website? Having a strong web presence can serve as a huge resource for attracting potential new clients, but it won’t do much good if your website isn’t tailored to your law firm’s specific marketing needs.
Cari Twitchell of the Lawyerist.com says understanding why you have a website is key to aligning it with your marketing strategy. She says most firms fall into one of two groups: you want a website to drive new leads to your practice, or you want a website simply so referrals can learn a little bit more about your firm before they call. Twitchell says if you fall under the first group, you most likely focus on internet, inbound, and search marketing. You strive to be the first firm listed on Google, and the top practice in your area. Attorneys in the second group, however, may only want a website to serve as an online business card. If you lean more to this group, your biggest worry is most likely that your website shows up when someone searches for your law firm by name.
Twitchell says once you figure out the “why” behind your website, you can determine what to include on your site that matches your online marketing goals. If your goal is to use it for driving traffic or gaining leads, you’ll want elements such as a clean, responsive design that is easy to navigate, consistent branding throughout images and content, and clear calls to action so visitors know what you want them to do next. Twitchell says you may also want to consider adding a blog, sending out targeted email blasts, or using social media to send visitors to your website. However, if you simply want a professional website that reflects who you are and what you do, then you can focus your efforts on maintaining a well-designed and well-written page that answers key questions about your firm.
So what should you do come 2017? First, take a moment to review your law firm’s current website and see if what you’re doing right now is enough to get your business where you want it to go. Then identify how and if you’re willing to change your website so it works better for you and your clients. Twitchell says only after you take these steps will you have an online presence that is in line with your goals.
To read Cari Twitchell’s full article, please click here.
Photo Credit: Convisum