Over the past couple years, a lot of focus and attention has
been given to the
importance of social
We’ve setup firm and individual accounts on the "big three” (Facebook,
LinkedIn and Twitter), read articles and books about optimizing our social
media strategies and even attended conferences dedicated to social media. By leveraging
social media, most of us have generated more traffic to our company website
than ever before. At the same time, many
of us have neglected giving our firm’s website the attention it needs to
properly convert this website traffic into revenue. In 2012, let’s refocus our marketing efforts
to ensure our firm’s website is working for us and not against us.
Below are five
areas of your firm’s website that need your attention.
What does your website’s homepage say about your firm? Not
only should your homepage offer easy navigation for your site visitors to use,
it should also communicate your firm’s personality, client testimonials or
success stories and up-to-date information regarding your firm. How you do this exactly is up to you.
ideas that could help improve your homepage:
- Contact one of your best clients and ask them a
few questions regarding their satisfaction with your firm’s services. Ask their permission to use their responses
as quotes on your homepage. If you get
enough information, consider writing a success story and link to it from the
- Have professional photos of your staff (or
select individuals if your firm is large enough). Add their photos, along with a short quote
from them, in a rotating banner on the homepage. The content of their quote could be about
their area of expertise and the quality of service they provide.
- Create a "latest news” section for your
homepage. Post your firm’s press releases, blog posts, newsletter or
tools. This will help keep your homepage
looking fresh and not dated.
Contact Page & Form
Many firm websites do not have their contact information
clearly stated (or a link to) on the homepage. The contact page should not only
include basic contact information (locations, phone and fax) but also a contact
The contact form should request the below information:
- First & Last Name
- Address, City, State & Zip code
- Email Address
When a potential client completes and submits the form, the
form should be sent via email to a designated person that can then direct the
message to the appropriate person.
Without proper processes, a quality lead could be lost or dropped
resulting in the prospect never receiving a response.
It’s beneficial to have a webpage dedicated to each of your
services. Having one page with every service listed on it, without the ability
to view additional information for each services, is holding you back from
clearly communicating your firm’s value
to that website visitor.
Some ideas that could help improve your individual service
- Include photo, name, job title and biography for
the leader of that service
- At the top of the page, state the value
proposition for that service in 1-3 sentences
- Include a brief synopsis of your firm’s
expertise in that area
- Include a client testimonial or success story
- Contact us button
By making sure these elements are on each of your individual
service pages, the website visitor will feel more confident in contacting you
about that service. If you decide to include the above information, most
website visitors will be compelled to continue searching the internet until
they come across a firm’s website that seems to understand them and their need.
First impressions go a long way. When a prospective client comes to your
website for the first time, they form opinions of your firm’s abilities within
the first 10 seconds. A well-organized
website along with well-written content will better gain the trust of the
website visitor that your firm understands their clients and that they need. A "flashy” website design is secondary to
well-organized and well-written content.
Here are some tips for improving your firm’s website
Meet Our Team
- Reading on the web is much different than
reading a book. Only have paragraphs be
between 3-5 sentences long if possible. By
doing this, your website’s content will be much easier to scan and much less focus will
be required by the reader.
- Use simple headings. Catchy and clever headings have their place,
but most of the time use simple headings to guide the reader down your webpage.
- Write in active voice using strong verbs and
simple sentences. Get to the point and
don’t spend much time "telling a story”.
One of the simplest and most effective ways to humanize your
firm is to include a "Meet Our Team” or "About Us” section on your
website. It’s hard for prospective
clients to "put a face to your firm” without any photos or information about
your staff. If you consider your firm
too large to have a photo and biography for each employee, consider only
listing the partners and department managers. On each page, be sure to list the
contact information for that person.
Although many of these ideas are basic, take a few moments
and review your firm’s website to see what areas you could improve. A website is always a work in progress but if
you should first take the simple steps to making improvements. Putting time in energy into your social media
efforts only to lead prospective clients to an unorganized and messy website is
a waste of your time and your website visitors. Don’t let your website hold your firm back!