Edwin (Ed) Lee manages his own law practice in Houston, Texas, where he takes pride…
We are living in a digital world, and very few people are looking up your business name in the Yellow Pages. A website for your law firm is vital for helping potential clients discover you. In fact, over 97% of consumers search for local businesses online. (Source: SEO Tribunal) If your firm is not utilizing the web, it does not exist in the digital sphere where most of your clientele are spending their time.
The Importance of a Website
Why does your business need a website? Not only does a website build online visibility, but it also provides additional details about your law firm.
Create a First Impression
Your business’s online presence starts with a website. In the eyes of your client, your website is their first impression of your law firm. A majority of your potential clients are searching online for solutions to their legal needs.
Part of this first impression is making sure your target market can find your website. Google and other search engines are opt-in services. This means that if you are not including relevant business information on a website, search engines will not make your site discoverable to online users.
Increase Engagement with Potential Clients
Your website automatically creates a channel for potential client engagement. A good website gives your users the opportunity to interact with your business. Some examples include enabling users to schedule an appointment, request a free consultation, fill out a contact form, or email your business. The more opportunities that you can provide a potential client to easily engage with your business, the better!
Establish a Competitive Advantage
If you want potential clients to choose your law firm over the competition, your business needs a website. Providing key information on your practice areas through your website can distinguish your business from competitors in your local network. Your website content reflects your brand identity, personality, and culture, helping you stand out against the competition and increasing your chances to connect with new clients.
A Website Grows Your Business
How does a website grow your business? Your website not only builds your digital footprint but can also grow your physical presence. Your website supports your business by growing visibility in your community and industry.
The right call-to-action (CTA) throughout your website can help generate business leads. A CTA is a button or text on your website that prompts a user to provide their contact information for a specific purpose. For example, a CTA guides a user to schedule an appointment, download a free guide, or request more information from your law firm. The CTA on your website steers a potential client to fill out a contact form, which captures their information for you to follow up and potentially convert them into your next client.
Market Your Business
Your law firm’s website allows you to showcase your business’s practice areas. You can also have multiple assets on your website that amplify your law firm’s services. For example, blog posts make your firm stand out as an expert in your field and provide useful information on legal solutions. Also, incorporating a testimonial section on your website can promote your credibility. How you promote your business on your website will dictate how clients identify with aspects of your business and determine if you can meet their needs when choosing an attorney.
Expand Your Reach Beyond Local
Your website strengthens your overall business by expanding your reach. More traditional forms of marketing, like business cards, flyers, or newspaper ads, have a limited geographical reach. A website can lead anyone to your law firm, even on the outer edges of your geographical area. For example, if you provide online estate planning across your state, your website allows people statewide to find your business, instead of being limited to the people in your immediate vicinity.
SEO, or search engine optimization, is another strategy for expanding your target market reach. Search engines crawl, index, and rank your website content through important keywords and metadata. The right SEO keywords can place your business at the top of a search result and get your services in front of your ideal clients. Your business’s web content should contain enough relevant keywords to show up first on a search page. This can extensively expand your reach to new clientele in your target market.
Boost Local Exposure
Finally, your website can also boost your local exposure. While it can be great to broaden your visibility, many consumers use search engines, like Google Maps, to find local information. Linking your website to your Google Maps listing allows a potential client to seamlessly move into the sales funnel. Clear and consistent contact information is a must-have in order for your business to facilitate client engagement on your website.
Today we use the Internet for just about everything, and it is vital to provide your clients with a user-friendly website that clearly outlines your services and values. Law As a Business (LAB) can help your firm create a website that establishes your business online and makes it easier for potential clients to search, discover, and contact you on legal matters.
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