Is your law firm website getting “reads” or is it getting leads? Many law firms resign themselves to the idea that a website is only an online brochure – a place for visitors to view practice area descriptions and professional biographies. This is misguided. While lead generation has not traditionally been a priority for most professional services websites, failing to optimize and integrate a site as a part of a firm’s holistic business development initiatives is a big mistake.
Law firms are paying tens and sometimes hundreds of thousands of dollars to design and develop new websites, and investing even more to drive traffic to the site via spending on advertising, events and content marketing. Despite these investments, most law firm websites are doing little to nothing to capture the traffic and convert it into new business. Is your website passively displaying information, or is it serving as an inbound lead generation machine? If your website isn’t playing an integral role in generating and nurturing new business leads, then I have both bad news and good news for you.
The bad news: You’re missing out on a huge opportunity. Your law firm website is the hub of your marketing. If it’s not generating leads it’s not doing its job.
The good news: While there may be many things you could and should be doing to improve your website (for example, reducing the amount of copy on your website, and rewriting copy so that it is much more client-focused), there are three relatively simple steps you can take to dramatically improve your website’s lead-generating potential.