How to encourage visitors to spend more time on your website

by Custom Legal Marketing

Many people view the prospect of hiring an attorney with some trepidation. They may fear the process or the outcome, or they may be under stress due to their situation, causing them to feel a general anxiety about the whole system.

Text filled with legalese surrounded by hackneyed attorney symbolism does not provide a warm welcome. Most people want to be in a courtroom about as much as they want to visit a doctor, so try to steer them away from that thought. Effective attorney websites anticipate the emotions of visitors and welcome them with reassuring information and answers to their questions. When people feel comfortable, they are more likely to spend time on your site, and they are more likely to contact you.

Here are some tips for making your website visitors feel at home.

1. Ditch the scary pictures

Rule one of being approachable is to stop reminding people of a process they at best find inconvenient and at worst fear. The last thing many prospective clients want to think about are the technicalities of the legal system. They do not want to see a courthouse that reminds them they may end up in one themselves. They do not want to see legal books and gavels that remind them of what they may be up against in their case. And they do not want to see gruesome pictures that remind them of their ordeal.

Get rid of gavels, courtrooms, books, scales and judges. This type of imagery is intimidating, and it turns many visitors off. It also says nothing about why your firm is any different from your competitors, and it gives no reason for your visitors to stay and learn more.

What type of photography works? Believe it or not, pictures of you.

Research has shown that people relate to pictures of other people in a more significant way than they connect to pictures of things. More specifically, viewers tend to react to photos that show faces and eyes. Pictures of people looking away or pictures of people cropped to remove the head do not provoke the same response.

Digging deeper, with respect to attorneys people tend to relate most to pictures of the professionals with whom they will be working. Clients are hiring attorneys — the people. They are not hiring a list of credentials or indecipherable legal publications. They want to know who you are. Pictures of you, acting naturally as you do within your personal and professional lives, give visitors some insight into who you are. And visitors value that insight.

When building your image collection, avoid pictures staged around stereotypical law items, like bookcases and courthouses. Consider hiring a professional to take some quality portraits and natural interaction shots. Give people a peek at who you really are.

If you need to use stock, do your research. See what your competitors are using and find other options. Look past the popular downloads on stock sites to find less commonly used images. Take into consideration your audience demographics and think about what types of people they are most likely to relate to.

2. Address visitors’ fears

Avoid over the top language that reminds people of their anxieties, and focus your copy on your visitors, not your firm. People are searching to see how you can help them. They need to know that you have the tools to resolve their issue, and they must trust that you will follow through for them.

Think of the most common questions clients and prospective clients ask and answer those in your website copy. If you have representative cases or examples you can show of how others have benefited from your work, include them. Give people actionable steps they can take to work toward resolving their issue. Show visitors — by proactively addressing their fears and answering their questions — that you are the best person to call. READ MORE BELOW

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Written by:

Custom Legal Marketing

Custom Legal Marketing on:

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