Online law firm marketing consists of many elements from having a conversion-friendly design to getting traffic from social media and published content. But once you have a visitor on your website, do they know what to do?
Websites need to serve two types of audiences: readers and people wanting to connect with a lawyer right now. You need to have valuable content on your website, but for the visitor who is anxious to contact an attorney, a lead funnel can go a long way.
Let’s take a family law practice for example. Generally, your visitors will be interested in one of three practice areas – divorce, child custody, or child support. By adding three buttons at the top of the site, you can instantly split the traffic so that the eager visitor does not have to look through your menus and navigation for the popular practice area that relates to their issue.
The next step is very important. Rather than linking those buttons to content-filled sub pages, you should link the conversion funnel buttons to a page that has little more than a client testimonial, bullet list of how your firm can help, and a contact form.
The key to a successful website is serving both audiences. Quality content encourages links, Facebook shares, and Google +1’s. However, you have simultaneously rolled out the red carpet for that visitor that can become a lead, right now. A simple conversion funnel can make that happen.
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