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

Great Jakes Marketing
Contact

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.

LOADING PDF: If there are any problems, click here to download the file.

Written by:

Great Jakes Marketing
Contact
more
less

Great Jakes Marketing on:

Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
- hide
- hide

This website uses cookies to improve user experience, track anonymous site usage, store authorization tokens and permit sharing on social media networks. By continuing to browse this website you accept the use of cookies. Click here to read more about how we use cookies.