Does your law firm have a sleek and attractive website?  How about a functional, well-positioned website that regularly fills your inbox with quality leads? If you don’t, you should consider investing in a new law firm website design.

The truth of the matter is that many law firms do not even have a website for their law practice. Of those that do, their websites are often not as attractive or effective as they could be. Websites are a must have for all business types today, including attorneys.

Critical Statistics on Why Lawyers Struggle with Marketing:

  • 40% of small law practices do not have a website
  • 70% of all law firm websites don’t provide a Call to Action on their homepages
  • Only a small percentage,  about 50% of law firm websites have organized content
  • Over 97% fail to provide organized content
  • 68% don’t have email functionality on their website.

Why are Law Firms lagging behind in Digital Marketing?

There are several factors which limit the ability of many law firms to market their services to prospects in a more effective way and manner.

Some of these problems include:

  • Reliance on traditional law firm advertising (print, tv, radio, billboards, direct mail, etc)
  • Inability to adapt new marketing trends (content marketing, inbound marketing, SEO, and social media)
  • Lack of a well-positioned website  (i.e. a website that targets your ideal prospect)
  • Lack of sufficient time for marketing (marketing is often an afterthought, there is no law firm marketing plan)

Of these problems, listed above, lack of a well positioned website is truly the crux of the issue, why law firms have not been able to take advantage of modern day marketing. A website today, is your marketing hub and without a properly built or positioned website you will fail to drive quality visitors to your practice. In addition, the lack of sufficient time for website marketing is a big problem. Many Lawyers tend to devote more time to traditional methods used in representing their clients and focusing on billable hours rather than investing in the future of the practice. Most legal websites miss the mark in terms of the content provided to visitors. The rest of the marketing world tends to focus more on visual and engagement techniques. Lawyers’ websites largely fail to implement interactive content and functions which aims to attract the right search engine traffic to their websites.

Other reasons why many Lawyers’ websites fail to connect with the new generation of customers and clients include the following points:

  • Boring content – instead on focusing on the type of content that may engage their customers, such as answering questions, presenting solutions to legal issues, etc many legal websites focus on content which the potential customer cares little about.
  • Too much emphasis on the legal side of things – much of the content on law firm websites is devoted to promoting legal services or discussing legal issues often employing large words and legal terms which their visitors don’t understand.
  • Uninspiring web design – website designs don’t look attractive. Many look like DIY owner built websites with no design or character or they purchased a “cookie-cutter” website through directory services such as YP or Super Media.
  • Inability to attract website visitors – because many of the legal websites fail to apply pertinent SEO tactics and proper keywords, few if any of your visitors are viable candidates for legal help.
  • Failure to convert the traffic on their website – even the few visitors who do trickle in, law firm websites fail to convert into leads or prospects.
  • Inability to address and focus on client’s problems – lack of content produced with a goal of informing and helping the visitor, typically there is little to no information on law firm websites that is actually being sought by their visitors.

Most legal website design often seems uninspired and lacks informative content deemed valuable to visitors  A well designed and modern website offering great articles and other useful content will act as a traffic magnet for the right types of web visitors.

The truth of the matter is that law firms need modern websites to help them succeed in their law practice. Your legal website should contain much more than information about your suite of services or your list of accomplishments. It should serve a purpose as a marketing hub attracting diversified and relevant audiences to your website.

New Era in Communication

Times have changed and the new generation of young and computer literate individuals who may need your help are always on the move and such life style has ushered in the era of mobile communications. Traditional marketing has lost its appeal to the younger generations as they often are not paying attention. Your younger clients are not looking in phone books, or watching TV commercials or giving direct mail a second look. They spend their time on their phone, on social networks, and browsing the web looking for useful information to satisfy their needs. Traditional advertising is simply too costly and with little to no ROI, why bother? The pool of potential viewers of traditional advertising gets smaller every year. Have you noticed the mere size of the phone book now, compared to in the past? Yet the cost of advertising is probably higher than before? Less people viewing means less people advertising, which also means higher ad costs, for even less return on investment. So I ask again, Why Bother?

Online marketing is the future and it’s already here. For example, mobile-friendly websites have now allowed website owners to reach their target audiences no matter which device is being used. Mobile devices such as smart phones, iPad’s, tablets, and more make up around 25-35% of traffic to most websites today. Plus, mobile internet usage has now surpassed that of desktop computers. The majority of legal websites are not mobile-friendly. This is a major problem.

Recently during the month of April 2015, Google introduced a new mobile algorithm which offers many ranking advantages to websites that are mobile-friendly. In simplest terms possible, the mobile algorithm update changed so, now, in order for your law firm website to appear in mobile search results, the website must be mobile-friendly. Websites that are not mobile-optimized are downgraded and often removed from page one of the search results. What does this mean? It means even if you rank on page 1 when someone performs a search on a desktop computer, your website will not show up for the same search done from a mobile device. This coudl mean losing 25-35% of your overall website traffic, or more.

Reasons to Invest in a New Law Firm Website Design

There are many good reasons to consider having your own legal website. Or if you already have one, there are just as many great reasons to consider a rebuild. One of the most important reasons is that the internet is truly the only way many people search for new information. Many prospects searching for good attorneys and law firms begin their search online. And of course, it should be no surprise that many of these searches are carried out with a mobile device. It is also important to note that you should never assume your website is mobile-friendly. There is a definitive way to know for sure and we help guide you through those steps in our article about the importance of a mobile-friendly website in 2015.

Another important reason you should consider a new legal website design is to create that very important first impression in the minds of your potential clients. Attorneys are often on the go to and from court houses and handling their client’s cases. So the truth of the matter is that lawyers don’t have time to personally promote their practice 24/7. A great website does this for you and when you combine a well-positioned legal website with a solid law firm marketing plan it is the most powerful formula for driving quality traffic that converts into clients right to your doorstep. You should consider hiring a profession law firm marketing team to help plan your marketing strategy as well as rebuild your website. Your time is much better spent focusing on your clients. It takes a great effort to implement a good mobile-friendly website and it is even harder to generate website on-going quality traffic if you are trying to do all these things by yourself.

Always keep in mind having an amazing, content rich website that appeals to your target client is only one part of the equation. When visitors come to your website, you must think about how to then engage them and keep them interested. Consider updating your website often with powerful, engaging and informative content that helps your prospects get the answers they came looking for. Without this you are missing a major piece of the marketing puzzle for your law firm. The goal of any business website should be to convert visitors into future clients. And doing this through quality, informative information is the strategy often referred to as content marketing.

Developing a proper law firm marketing plan or considering the best options for your firm’s website is not easy. Colleagues often love giving their input and advice but lawyers are not marketers. Consider speaking to a legal marketing professional who you trust and can give you an unbiased review of your current marketing efforts.

Want to learn more about the key legal marketing issues to avoid? Download our free eBook.

Gerald D. Vinci

Gerald D. Vinci

Gerald D. Vinci is a Small Business Consultant and Strategic Branding Specialist. He calls Monterey, CA home and is a life-long musician who spends his free time writing, composing, and producing music. He has also co-authored two books, and is working on his own upcoming book titled, “Small Business Pricing Mastery – Creating effective pricing and defining value for today’s products and services.”

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