Legal Website Design: What makes them click?

February 3, 2011 at 2:11 pm Leave a comment

There has been a lot of research done into what makes people click. Most of this relates to websites offering products for sale, as opposed to professional services, but it is interesting to look at a couple of the key principles and apply them to legal website design for lawyers.

1. Reviews: Often we are swayed by what others are saying about a product, in spite of the fact that we usually have absolutely no idea what makes them qualified to comment.  This behavioural phenomenon is known as social validation and its closest cousin in the offline world is  probably a referral, or recommendation, from someone you hardly know.

Client testiomonials are probably the closest things lawyers can get to a review of their product and these should be prominently displayed on the service pages they relate to.

2. Include Pictures and Stories: Use client experiences and previous cases to tell a story which your potential client can relate to. Use pictures as a way of giving your potential clients a point of reference for their story; something they will latch onto and associate with. We generally work on combining a picture of the partner/fee earner who works on particular cases with individual client pictures where available.

Once you get traffic arriving at your site you have to work at hard at converting it into new business. Learn from the experiences of other service providers to make the most out of your online assets.

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Entry filed under: Law Firm SEO, Legal Website Design, Moore Legal Technology, Uncategorized.

Law Firms: How to Generate Business Online Big Law Firm Websites: Instruct Us, We Look Good.

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