A “must-have” for your next Law Firm website

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In my previous blog post, I outlined four “must-have” functions that should be included in any law firm website that’s created in 2013 or 2014. But it occurred to me that there’s one more thing that I would recommend. It’s not functionality per se (which might be why it gets overlooked). It involves crafting your website to avoid what we call the “ping-pong effect.”

The term “ping-pong effect” describes a website behavior that moves visitors away from the attorney-bio or practice area and to some other section of the website (like the “publications” section). Here’s how it occurs:

-Someone visits an attorney’s bio, or a practice area section, to research that person or service.

-They click a link to an article, video, case study or other type of content to learn more about the attorney or practice area.

-They find themselves whisked away to another section of the website.

What’s wrong with the above scenario? We know from looking at user stats that if someone leaves the attorney-bio or practice-area page, they’re not likely to come back. That’s a shame because there’s probably a lot of other information that the prospect could gain if all of an attorney’s reputation-enhancing content was located in one place – ideally their bio.

The above scenario also makes for a needlessly frustrating user-experience. Since the invention of the website, designers have learned (and relearned) that the easier a website is to navigate, the more likely that users will engage with it. Ping-ponging through the website in search of content is not a good user-experience.

The ping-pong effect is one of those issues that slowly becomes more acute as firm websites grow in size. But if addressed, it leads to a far more useful website for prospective clients.

Click here to see a visual representation of what to avoid: The Ping-Pong Effect.

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Topics:  Business Development, Marketing, Websites

Published In: Firm Marketing Updates, Professional Practice Updates

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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