What Almost Every Law Firm Does Wrong

whatAlmostEveryLawFirmDoesWrong

What Almost Every Law Firm Does Wrong

Providing and organizing content on your website can be overwhelming and time 
consuming.  However, you have to realize the purpose and potential of your website.  Hopefully, it isn’t just to have one. Although law firm websites seem straightforward, content is frequently underestimated resulting in lost benefits. To maximize your efficiency while remaining effective, below we have compiled a list of common weaknesses in website content specific to law firm websites and how to improve them.  


Never Underestimate the Power of the Online Review

Afterall, there is a reason Yelp! became successful.  Consumers trust the reviews of other consumers. And although it may seem obvious for a product from an e-retailer, but there are additional considerations when it comes to testimonials regarding your legal practice. According to BrightLocal, “For 90% of consumers, it takes less than ten reviews before they form an opinion about the business.For 87% of consumes, an overall rating of three to five stars is the minimum requirement to continue reading.”
Allowing for reviews will set you apart from your competitors. Few law firms currently have sites that display client reviews. Client reviews give an impression of both transparency and credibility to prospective clients. Furthermore, including reviews improves your click conversion rate and page ranking so new clients will find you even more easily. 


Where Do I Receive Online Reviews?

There are plenty of platforms to offer reviews. Not all would be suggested for lawyers, though. For instance, although Yelp! has branched out from consumers solely reviewing restaurants, it still wouldn’t be appropriate for legal practice reviews. The two best review sites for lawyers to list their legal practice would be Google and Facebook. 


No One is Leaving Reviews - How Can I Get Some?

You have to actively pursue reviewers.  One way to secure additional reviews is to email 
past and present clients and request a review. Remember, as stated above, do not offer incentives to potential reviewers.  It is imperative that these reviews are genuine, and they can’t possibly be genuine if they’re receiving some compensation to do so. Additionally, do not rush, pressure, or even ask clients to make reviews on the same day or within a short period of time from completing work for a client. This could lead to a negative, rushed, or inaccurate review.

You also want to make it easy for your reviewers to leave a review.  Be sure to give very 
clear  instructions as to how they can leave a review for your firm. Provide the client with all the necessary links to the sites where they should leave their review. 

Finally, do not let employees or owners leave reviews. It looks suspicious and it is tacky. And NEVER let people leave reviews if they have not used your services - that’s false advertising. 


Truthful Testimonials

Similar to reviews, testimonials again allow for potential clients to hear from past clients. The great thing about testimonials is that you have control over those you choose to share, and it builds trust with your potential clients. I’ve seen law firms disregard testimonials and omit them completely from the website - what a waste of positive consumer perception. 
Positive testimonials look great, but attempting a shortcut to this perception-paradise by offering incentives for positive reviews or purchasing fake reviews is a HUGE mistake.  Law firms must appear competent, qualified, and trustworthy by potential clients.  Both of those shortcuts come across as sleazy and disreputable. You can always offer clients to write a testimonial, but never pressure or offer an incentive to do so. 

Once you have testimonials, make sure you verify each review on your site. Don’t leave any review on your site that seems erroneous, questionable in its authenticity, or anonymous. The entire purpose of testimonials is to have accurate, genuine reviews so potential clients contact your firm with confidence.


How Will People Find Me? Embedding Google and Bing Maps 

Websites almost always list the company’s address somewhere on the main page.  The client has to memorize the address, highlight, copy and paste the address, or can click the address if it is offered as a link.  One step better would be to include a Google or Bing Map.  Not only does this open directly into your browser, offering a faster alternative to those listed above, but it also allows a preview of your company’s location.  Previewing the location allows for a client to get an idea of your location before they open the map, which can increase the likelihood of being found. Your website should be as easy as possible for the client, and adding an interactive, previewed map does just that.