A professional website is one of the most important law firm marketing tools for new business development. A law firm website will work around the clock to direct qualified prospects to your website from within your local community, across the country, or even internationally.

An effective website generates leads in two ways. First, it can attract new clients directly to your law firm when it is optimized using best practices in search engine optimization (SEO) and search engine marketing (SEM). Second, once a prospect learns about you, they are likely to visit your website for more information, and then contact you via phone or email to discuss a potential matter.

Listed below are some best practices to keep in mind as you optimize your law firm website for lead generation.

• Visual Appearance. Website visitors will evaluate your website visually within a few seconds. They will notice if the site looks fresh, has new content, and conveys a professional impression. Your site should also clearly communicate who you are, what you do, and where you are located.

• Home Page – Above the Fold: This is an old newspaper term, but it applies to law firm marketing for websites as well. The top portion of your home page is the part of your website that is visible without scrolling down. It should include your firm’s name, logo, and a clear call-to-action. Many site visitors will leave before they scroll down, so make sure the first impression is powerful.

• Phone Number: Your website should prominently display your firm’s phone number. This can help potential clients contact you quickly and easily.

• Easy Menu Navigation: Your website should have a clear and easy-to-use menu that makes it easy for potential clients to find the information they need.

• Attorney Bio Pages: These pages provide detailed information about the attorneys working at your firm. This includes their education, admissions, experience, and areas of experience. Be sure to include a professional photo of each attorney.

• LinkedIn buttons: Adding LinkedIn buttons to your website can help you connect with potential clients and other professionals in your industry. This can help you build your network and establish your firm as a thought leader in your field.

• Practice Area Pages: These pages should provide detailed information about the areas of law your firm specializes in. This can help potential clients understand how your firm can help them with their legal needs. Adding representative cases can help the visitor to understand the value of the legal services you provide. Equally important, make it clear which attorney a prospect should contact in order to learn more about the practice area. Typically this would be the practice group chair, but perhaps it is the managing partner. Invite inquiries about a potential case on your practice area page.

• News & Events: Keeping your website up-to-date with the latest news and events related to your firm can help you establish your firm as a thought leader in your field. This can also help you attract new clients who are interested in your firm’s work.

• Meta Tags: Meta tags are HTML tags that provide information about your website to search engines. This can help your website rank higher in search engine results pages (SERPs). They are behind the scenes, but very important. Pay attention to the title tag, description tag, header tags (H1-H6), and related items. Focus on keywords that will drive traffic to your site, and limit use of unproductive filler words. Ask your webmaster for details.

• Contact Us: Your website should make it easy for potential clients to contact your firm. This includes providing a phone number, email address, and physical address.

• Diversity: Including information about your firm’s diversity initiatives can help you attract clients who value diversity and inclusion.

• Careers: Including information about job opportunities at your firm can help you attract top talent in your industry.

• Mobile friendly: Your website should be optimized for mobile devices. This can help you attract clients who are searching for legal services on their smartphones or tablets.

• Search engine optimization: Your website should be optimized for search engines. This includes using relevant keywords, meta tags, and other SEO best practices.

• Search engine marketing: You can use search engine marketing (SEM) to promote your website and attract new clients. This includes using paid search ads and other online advertising strategies.

In conclusion, an effective website is a crucial component of any law firm marketing strategy. It can help you attract new clients, establish your firm as a thought leader in your field, and build your network. Your website is often the first impression potential clients will have of your firm, so it’s important to make it count!

The author invites your feedback, and is available to provide suggestions on website development firms that can help you create an effective website.

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Contact Margaret Grisdela, a legal marketing consultant, at 561-266-1030 or via email. Connect with Margaret Grisdela on LinkedIn.