Create a simple emotional connection by injecting some personal details. Also remember not to insult your audience’s intelligence with tired slogans and overblown graphics. Remember, you are not writing for a law journal you are writing for individuals who need answers to difficult problems. Attorneys must find a balance between displaying an over-the-top, for-show character and remaining too stiffly professional. You do not have to follow a group’s advice exactly, but if you notice patterns, consider implementing some suggested changes.Ĥ. Ask participants how they would organize your content, what they found helpful and where they may have been distracted. When you bring in a group of individuals who do not use your site regularly, they can quickly find points of confusion or miscommunication that cause the conversion process to break down.
It is difficult in such a circumstance to separate yourself from this knowledge.
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You know where everything is and how to access the pages you need. You and your marketing company are very familiar with your website. Use focus groups to find strengths and weaknesses in the conversion funnel. Use what you learn from these informal interviews to enhance the experience for future visitors.ģ. You will likely find that many of your clients were interested in the same things or encountered the same frustrations during their searches. Ask clients what was most important to them in their search for an attorney.
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You can test changes in real time by making a series of updates and studying your website’s analytics, or you can use offline focus groups to study user behavior across different color options.Ģ. Colors can elicit strong emotional responses, and they tap into subconscious motivations that encourage visitors to act. You may find that switching from a cool to a warm color encourages people to click. The colors used for important buttons can affect conversion rates. Test color combinations for calls to action. Your website must be easy to use and tell a story with which your visitors can relate.īelow are some ways to make your users’ experiences more enjoyable and intuitive.ġ. Law firm websites in particular need to achieve this balance, as people are more likely to hire an attorney with whom they feel a personal connection and who they feel they can trust. Most sites require both good aesthetics and usability to effectively hold visitors’ interest and prompt them to take action. Craigslist is a good example of the later the site has never abandoned the neon blue links and plain white pages of 1995. Pretty websites are not necessarily easy to use – and can be highly opaque – while un-or under-designed sites may be very successful. Providing a good user experience requires harmony between design and usability. Getting a visitor to a page is not enough Google wants people to be engaged, informed and presented with relevant material when they click-through a search result. The characteristics of successful content have changed over the years as Google has intensified its focus on positive user experiences, but the basic need for businesses to consistently produce content remains. Quality, regularly updated content has long been key to improving placement in search results.
Content marketing is a huge industry buzzword at the moment, and for understandable reasons. When search engines evaluate a website to determine relevance and usefulness, their algorithms are considering much more than just content. While attorney websites rarely display banner ads, Cutts’ emphasis on user experience is an important takeaway. At Pubcon last October, Google’s Matt Cutts said, “If you look at the top part of your page and the very first thing you see front and center, top above the fold is ads right there, then you might want to ask yourself, ‘do I have the best user experience?’” The objective is to filter sites that do not offer strong, original content up front and those with excessively busy layouts that distract users’ attention from page content.Īs with many of its updates, Google has been hinting at the change for several months. Google refreshed its page layout algorithm in early February with a change that has been dubbed the “top heavy update.” The adjustment seems primarily to affect websites that have heavy advertisement population above the scroll.
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