Online Law Practice Strategies: How to turn clicks into clients by Mark Homer & Jabez LeBret

Author:Mark Homer & Jabez LeBret [Homer, Mark]
Language: eng
Format: epub
Publisher: Legal Technology Press
Published: 2015-10-18T21:00:00+00:00

Using a tracking number on your website or anywhere online can have a dramatically negative effect on your rankings if not implemented correctly, leading to your website falling off the face of the earth. See the chapter about local directory listings for more information about your phone number and address. Never use a tracking number without a trusted professional coding the proper javascript on your website.

The first step is to put your phone number in the upper right-hand part of your website. This phone number needs to be text, not a JPEG image. Lots of web developers and companies will take the easy road and add an image of the phone number on the banner (or upper part) of the website. The problem is that a prospect cannot click on that image from a mobile device to call your firm. More importantly, search engines can’t read images, so they’ll completely miss your phone number. Make sure that your number is easy to read on your website and on a mobile phone.

You should also put your phone number and address in the lower right-hand side of the website, or at the bottom. This way, if someone is reading your website and ends up at the bottom with the inclination of calling you, your number is easy to find. Once prospects decide the design and information of your website are enough for them to feel comfortable calling you so they can give you their business (money), you need to make it extremely easy for them to do so.

As the “About the Attorney” pages are some of the most visited on your website, it is sometimes beneficial to add a phone number on each attorney profile page—especially for firms that like to have a direct dial number to each lawyer. Finally, your phone number needs to be on your “Contact Us” page. This is where you can add a fax number, extensions, office number, and any other numbers you think people may want to call.

“Tell Us about Your Case” Opt-In Form

The “tell us about your case” form is one of the best conversion techniques for a law firm today.

It is easy to think of several moments when a prospect might not be comfortable picking up the phone and calling your firm. If someone is about to go through a divorce and is at work doing research during his or her lunch hour, the last thing he or she is likely to do is pick up the desk phone and say, “Yeah, I am going through a divorce, and I need an attorney.” However, that does not mean that the prospect is not ready to contact you.

By providing a place for prospects to ask you to contact them later, you are giving them an option to remain quiet about their situation until they are in a place where it is appropriate to talk.

The best way to get a prospect to request an appointment is to put a simple, clean, well-designed form on your website.

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