These days everyone is focused on search engine optimization. “Where do I rank in Google?” “How do I get more people to my site?” These are common questions everyone asks. But, all too often, people forget to ask the next relevant question, and if they do, it’s often too late. That question is “How do I get people to take the next step?”
Well, we’re going to talk about it today. And we’re not going to mention anything else about search engine optimization for the rest of this article!
1. Write For Your Audience
I’m a lawyer, and I’m also a law firm marketer. One of the things I like to do is talk about my experience marketing my law firm on my law firm internet marketing blog. And I do it often. But sometimes I get a little out of hand. I forget that most of the people reading the blog don’t have any experience at all with website marketing. Because of that, they don’t really understand much of what I’m saying. And it’s not that I need to dumb it down, I just need to avoid the industry jargon. You need to do that on your website too.
2. Provide a Strong Call to Action
Believe it or not, people want to be told what to do. When they get to your site, they often know right away whether or not they want to work with you. But if you don’t tell them what the next step is then they are never going to take it. A call to action is exactly what it sounds like. It can be as simple as “Call Us Today For a Free Consultation.” But whatever it is, it needs to be at the top of the page, it needs to be clear, and it needs to be easy. Whenever I talk about law firm website design, this is one of the first things I look at.
3. Be Yourself
Most business are competing with a lot of other people out there. You need to show potential clients why you are different from everyone else. You can only do this if you let the prospective client know you a little bit. Let your personal style out. Don’t try to be like everyone else. Be different.
In the end, there are never any right answers to having a great website. It takes constant experimentation, constant tweaking, and constant tracking of results. But it can be done. So get out there and start turning clicks into phone calls!