From divorce to custody disputes and adoptions, hiring a family lawyer is a decision that most people don’t take lightly. They’ll spend a significant amount of time researching firms, and the first place they’ll likely turn to is Google.
First and foremost, your website is how you make a first impression. Potential family law clients should feel as though they’re getting to know you through your website and be compelled to reach out.
Unfortunately, many family law websites miss the mark on creating this experience. And it costs them valuable business.
Here are the five most common mistakes that family law websites make.
Potential clients need to feel comfortable talking with you about their family law issues and they can spot insincerity a mile away. This means using your website’s photography to convey your capability and approachability.
Your potential clients are going to see a lot of family law websites. They will notice quickly if you’re using too much stock photography, which feels impersonal and trite. That’s not to say that your site can’t have any stock photos. These images have their place and are a cost-effective way to support a topic. It’s more about striking a balance and including some high-quality photos of your attorneys, your office, and a visual representation of your firm’s unique qualities.
When it comes to website photography, make sure your photos aren’t disingenuous. Stay away from unnatural poses, forced shots, and drab backgrounds. A quality photographer will know how to create the right environment, so your photos send the right message.
Video is also an effective way to help prospective clients get to know your attorneys. Short, informational videos can go a long way on your website.
The colors on your website are significant, and you shouldn’t pick orange just because it’s your favorite color. Try to be mindful of the emotions and reactions that some colors elicit. For example, blue is typically seen as a stable, long-established choice. On the other hand, red is a bold, intense color that demands attention.
If your approach to family law is aggressive, using a lot of red may work. However, it may seem out of place if you’re branding yourself as a helpful guide in a troubling time.
Remember, color tastes and interpretations vary from person to person, and some choices will contradict each other. In the end, it’s about what you intend and how the colors are used.
Ensure your designer understands how different colors will affect your website’s aesthetic overall. Your website content, colors, and design elements should all work together to ensure visitors get a consistent message.
People used to get legal help for their families by asking friends and neighbors. The internet now serves that purpose, and research shows the average user reads 10 reviews before making a decision.
One of the best ways to help people understand what it’s like to work with your firm is to let them hear it from your previous clients. People place a great deal of trust in online reviews and the legal industry is no exception.
Written or video testimonials from your past clients can be a very effective means to bring in new business. It’s beneficial if the reviews are detailed. A line of text on your firm’s homepage claiming to have 5-star reviews doesn’t mean much.
Visitors want to read reviews to understand how you’ve helped others with similar issues to theirs. With testimonials on your website, quality is arguably more important than quantity.
Writing copy for a family law website is hard. You need to balance a natural, conversational tone while also conveying your experience and skill. Often, content on family law websites comes across as dull – full of legal jargon that your visitors may not understand.
It’s essential to have content writers that speak with your distinct voice, so there isn’t a big disconnect between what’s on the site and how you talk to clients in real life.
For instance, how do you present complex, even dull-sounding legal concepts? You likely use practical examples and language a layperson can understand. The same is true for how your website should explain child support calculations and asset division.
When in doubt, write content that’s informative, engaging, and makes people want to pick up the phone.
The main objectives of your website are to navigate users to the info they need and convince them to hire your firm. Both rely on clear and direct calls-to-action (CTAs).
CTA’s should give users clear instructions on what they’re supposed to do, but there are alternatives to flooding your site with buttons that say, “Learn More” and Contact Us.” For example, it makes sense to have a prominent phone number on your contact page, but what if someone needs info on another part of the site? And what if someone lands on your homepage but isn’t ready to convert? A “Why Hire Us” option that links to the About page could help convince them.
Your website should make it easy for visitors to contact your firm with a simple click, but CTAs should not be disruptive to their experience. This is accomplished through intelligent design and effective placement throughout. You should also give different contact options so visitors can choose the means that work best for them. Phone calls, contact forms, or live chats are the most common.
You don’t want your family law firm’s website blending into the background. The qualities that make you a sympathetic ear and effective advocate should be loud and clear on your site. When they are, the distinction between you and the competition becomes obvious.
If your site is committing any of these errors, it’s not too late, and we are happy to help. Reach out to Postali to learn how.
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Get started with a marketing audit.