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With the advent of internet people are relying on search engines for their law related needs whether it is of a lawyer or a law firm. Surprisingly, many of them either don’t have a website and ones that do are old and obsolete. They lack vital contact information at convenient places and have outdated designs. Unaware of the growing mobile usage trend they have not even made provisions for consumers searching law professionals on mobile devices.Immaculate planning, intensive research and a fair amount of knowledgebase are required to attract visitors to your law firm website.

To get visitors and keep them interested to take a desired action, watch for these astonishing stats and trouble spots when maintaining your website.

Data Collection Procedure

To gather stats and understand what US legal websites lack, a systematic capture and analysis was carried out for a wide range of data. Our researchers selected 100 individual lawyer and law firm’s websites randomly and verified the presence of certain parameters on one-on-one basis.

Table of Contents

DESIGN

A well optimized web design is important because it influences the mindset of your future clients. People visiting your website should not be confused with a cluttered design that leads nowhere. Clean design helps retain visitors on your page and helps them learn about your services.

Though the realm of design is much wide, we’ve focused on those features that are supposed to be vital drivers of modern website design i.e. responsiveness, layout, navigation, consistency, and call to action.

Report Outcome

Responsiveness

Observations

  • 16% websites are non-responsive
  • 84% websites are responsive

Related Stats/Trends

  • According to infront.com, 77 percent of adults own a mobile phone. Source – Infront
  • The same website infront.com states that 72 percent people want mobile-friendly websites. Source – Infront

Why should your website be responsive

A responsive website ensures your law website is accessible and useable by all types of device users whether they use a mobile phone, tablet or desktop computer. Most of your prospects are likely to leave your website just because it is not able to engage users across all devices.

Layout

Observations

  • 15% Asymmetrical layout
  • 55% Full Screen Photo
  • 23% Grid Layout
  • 7% One Column Layout

Related Stats/Trends

  • According to Bluecorona.com, 38 percent of visitors will stop engaging with a website if the content or layout is unattractive. Source – Bluecorona
  • According to nngroup.com, users spend 22% more time looking at a webpage and look at 25% more elements on the webpage where flat UI elements are used, resulting in less attention given to webpage and more confusion. Source – nngroup
  • Flat interface designs scored 20% higher than skeuomorphic interface designs in System Usability Score (SUS) questionnaires. Reference URL: mdpi

Which Layout Offers the Best User Experience

Randomly placed content on a webpage is never easy to comprehend. It also makes appearance of content messy. Grid based layout that arranges content into sections, columns and boxes is supposed to be user-friendly and leads to a better looking website design.

Navigation

Observations

  • 69% Good Menu and clear navigation
  • 10% with cluttered menu
  • 2% with contact button in main menu
  • 3% with menu in footer
  • 16% with menu in sidebar

Related Stats/Trends

  • According to SAGipl.com, 44 percent of total website visitors will leave a company’s website if there’s no contact information given. Source – sagipl
  • The research performed by the same website SAGipl.com states that after visiting a company’s homepage, 64% of visitors check out the company’s contact information. Source – sagipl
  • According to uxpin.com, “After removing a sidebar, re-adjusting the layout, and moving CTAs to the top to create more whitespace in a webpage for Cummins Allison, user conversion rates increased to 15% instantly and their web lead revenue increased by over 70% over time, in a case study for Cummins.” Source – uxpin
  • Uxpin.com also found another fact that “After removing extra links and increasing white space around CTAs in a product page for Shop Xerox, user engagement increased 20%, users added 5% more product to the cart, and 33% more users completed the purchase than before in a case study for Shop Xerox by UXPin.” Source – uxpin
  • According to komarketing.com, lack of contact information is the second-highest reason respondents said they leave a vendor website. Source – komarketing

Tactics for Effective Navigation

Effective navigation makes it easy for people to move around your website and allow them to take action quickly. Some tactics include a logical page hierarchy, designing clickable buttons, using bread crumbs and sticking to “three click rule” by which the users will be able to find their information in just three clicks.

Consistency

Observations

Font Family

  • 96% Consistent Font
    4% Inconsistent Font

Font Color

  • 94% Consistent Font
  • 6% Inconsistent Font

Clear Call to action

  • 33% missing clear call to action button
  • 67% with clear CTA

Related Stats/Trends

  • According to uxpin.com, “After adding spacing between primary elements—a banner and two CTAs—users visited the CTA pages 150% more and the whole website’s overall conversion rate increased nearly 20% in a case study for gDiaper’s desktop website.” Source – uxpin
  • Laralee Design states that “Personalized Calls to Action will convert 202% better than default versions (Vocell, 2018). Personalization options included adapting a CTA to the visitor’s location, browser language, whether they were a hot or cold lead, and more.” Source – laralee, hubspot
  • HubSpot discovered “End-of-post banner CTAs contributed an average of just 6% of posts’ total leads; however, anchor text CTAs written in H3 or H4 near the top of a post generated 47–93% of that post’s leads.” Source – hubspot

Why consistency in font family, font color and clear call to action matters

A consistent visual design in a website makes users familiar with small details of your site. Users will associate and remember a specific color/style as your brand unique identity and they’ll recognize them for a longer time. The use of different typefaces in a site is not only confusing for users; it’s an incorrect design practice.

Make sure you give your content a finishing touch with a right call to action. The right CTA provided at the perfect place can motivate and push the user in the right direction, giving way to conversion and creating a loyal customer.

SEO FACTORS

Having a well-designed website is not enough until you are not able to position it higher in search engines. SEO gives a law firm’s website greater exposure to targeted visitors who are in search of law service providers.

Report Outcome

Observations

Meta Title

  • 9% Websites have standard length Title with keywords
  • 7% Websites have Long Title
  • 84% Websites have Short title

Meta Description

  • 20% Websites have standard length in Description
  • 9% Websites have Long Length in Description
  • 48% Websites have Short Length in Description
  • 23% Websites have No Description

Heading Tag

  • 35% Websites have H1 to H3 Heading Tags Present
  • 7% Websites only has H1 Heading Tag Present
  • 16% Websites have Multiple H1 Heading Tag Present
  • 42% Websites have No H1 Heading Tag Present

Alt Text

  • 48% Websites have Keyword in Alt Tags are Present
  • 52% Websites have Missing Alt Tags

Technology

  • 83% Websites have ASP in Technology
  • 8% Websites have Custom PHP in Technology
  • 3% Websites have HTML in Technology
  • 1% Websites have WordPress in Technology
  • 5% Websites have Other Technology

PageSpeed Insights Tool Test Results

  • 48% Websites have Fast Desktop Speed
  • 47% Websites have Average Desktop Speed
  • 5% Websites have Low Desktop Speed

Related Stats/Trends

  • According to stats provided by infront.com, increasing your website’s loading speed can prevent the loss of 7 percent of possible conversions. Source – infront
  • According to stats provided by Bpstudios.com “78 percent of respondents said that companies’ social media posts impact their purchases.” Source – bpstudios

Other Technologies

  • Cloudflare is the most popular CDN.
  • Microsoft Azure is the second most popular CDN.

Related Stats/Trends

  • According to a report published by business2community.com, SEO leads have a 14.6% close rate, compared to 1.7% for outbound leads. Source –business2community
  • According to a report published by Impactbnd.com, “Updating and republishing old blog posts with new content and images can increase organic traffic by as much as 111%.” Source – impactbnd

Why consider SEO

SEO and related tools can ensure your website is found by relevant audience who are looking for law service providers. Though optimizing your website for a search engine can be a complicated process, but it has long term benefits as it can attract more clients for your profession. SEO technical aspects are very important as they can assist search engines in finding out what your website is all about and how it may be useful for your prospects.

CONTENT

Website content helps visitors understand what services you provide and how you can be useful for your clients. If a visitor is able to find free content in blogging format, as a resource center, or in the form of case studies, it can help build your reputation since you provide value for your visitors. Include testimonials to strengthen your brand. Publishing fresh content on a regular basis builds trust and engages visitors.

Report Outcome

Blog

Observations

  • Blog With Fresh Content 78%
  • Blog With No Fresh Content 12%
  • No Blog 10%

Related Stats/Trends

  • A report published by contentmarketinginstitute.com states that “Content marketing generates over three times as many leads as outbound marketing and costs 62% less.” Source –
    contentmarketinginstitute

Images

  • Blurred Images 27%
  • Good Quality Images 72%
  • No images 1%

Related Stats/Trends

  • According to Hubspot.com, 32% marketers find visual images to be the most important form of content for their business, with blogging as second (27%).
    Source –
    hubspot
  • According to Hubspot.com, the use of detailed images can successfully capture the attention of 67% of viewers. Source –
    hubspot

Videos

  • Brand Video 35%
  • Videos for every page 4%
  • No video 61%

Related Stats/Trends

  • Cisco projects that global internet traffic from videos will make up 82% of all consumer internet traffic by 2021. Reference URL-
    cisco

Resources

  • Knowledgebase Available 71%
  • No Resources 29%

Related Stats/Trends

  • After jumping on a company’s homepage, 52% of visitors want to see “about us” information Reference URL-
    sagipl

Testimonials

  • Present- 23%
  • Not Present- 77%

Interactive Feature

  • Newsletter – 50%
  • No features – 50%

What to consider while preparing website content

A website with a blog establishes you as an authority in your field. An added advantage is you get rewarded by Google as search engines prefer fresh and unique content. When you publish valuable resources, testimonials and recent work updates it cements trust, credibility and helps you to grow in your chosen profession.

SOCIAL PRESENCE

Different social media channels allow you to build and maintain a two way conversation with your audience on a day to day basis. Social media can help in connecting with your audience, prospects and clients. Reading their tweets and status updates you can get an understanding of consumer behaviors. You can use this information to customize your services in order to serve them better.

Report Outcome

Observations

Social Channel

  • FB – 60%
  • Twitter – 86%
  • Instagram – 18%
  • YouTube – 36%
  • Linkedin – 87%
  • Weixin – 1%
  • Xing – 3%
  • Wechat – 5%
  • Podcasts – 1%
  • Vimeo – 1%
  • Jdsupra – 1%
  • No Social Channel Available On The Website – 11%

Profile Strength

  • Optimized Profile – 8%
  • Optimized Profile & Regular Post – 82%
  • No Social Channel Available – 10%

Social Media Score

  • 11% websites have no social channel presence

Related Stats/Trends

  • According to Bpstudios.com, “78 percent of respondents said that companies’ social media posts impact their purchases.”
    Source –
    bpstudios

How to strengthen your social media presence

Get social profile links added to your website’s home page. This is how your audiences have easy access to your social accounts that provide a comprehensive understanding of your law firm. Keep them updated regularly. If you have written a fresh blog, share that on your social media platforms too. Make sure you have a share button to allow your audiences to interact with what they read on your website. This is another effective way to reach your targeted audience.

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Wrapping Up

This effort of collecting and sharing a credible set of data was aimed at bringing out a clear picture of the U.S. law websites before the concerned audience. The outcome clearly reflects that a majority of lawyers and law firms need a website optimized to suit their professional objectives whether they are getting a new client or just information dissemination. Seeing the increasing demand for lawyers in the US via search engines, no lawyer will be able to ignore the importance of having a SEO-optimized website. This is for sure.

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