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In this article I’m going to take you through how to create credibility and trustworthiness that’s key to converting potential clients through your law firm website.
In reality is each visitor needs different levels of convincing, but there are a few elements that can help you. As visitors move around your website reading content, they are sub consciously deciding whether or not they trust what you're offering and if they want to stay on your website.
Let’s dive into some detail so you can get a better understanding of how your law firm website can gain more trustworthiness.
People often employ a wider approach when researching law firms. They rely on sources like sector related directory websites, review websites and social media as well as what you say on your website. Displaying links to or having inbound links from these websites makes your law firm appear more established and credible.
So it’s good to show you're transparent and confident about how your law firm is seen by others.
This follows on from creating clear messages we’ve discussed previously. Just as in a person to person relationship people don't like it if they feel misled or if important was kept from them. People appreciate it when websites prominently display clear links to FAQ’s and policy documents.
Clearly outdated and poor quality information, of course degrades credibility. Conversely displaying relevant content that solves a potential clients problem builds trust and shows your law firm in a good light and more importantly is committed to being helpful.
Good design is subjective but design quality can be reflected in many different ways. For example by creating clear relevant messages, avoid using content that makes your website appear unbalanced and disorganised. Provide clearly labelled and meaningful navigation links. It’s important to reduce typos or broken links. Don't use stock imagery because inadvertently you would be trying to start a business relationship with a lie. It seems our approach online has been to hide from potential clients rather than tell them who we really are.
Remember when you get enquiries through your enquiry forms make sure you reply in a timely way - it does help convince potential clients you're engaged, credible and a law firm that’s helpful they can trust.
Keep these trustworthiness elements in mind when considering your website.
This survey is being conducted solely for the law firm online marketing community. The subsequent report will highlight key trends, stats and averages, allowing law firms to benchmark themselves against their peers. It’s fantastic opportunity to reflect the reality of the online marketing community capturing your successes, challenges and expectations of the year ahead.
This is not about you all as competitors but as a community who can learn from each other in an open and sharing way. Here is a sample of what we will provide for you:
The survey takes about 7 minutes to complete and as a thank you for taking part, you'll receive a copy of the full results.
Remember if you have any questions about your websites redesign - you can start a conversation on 0131 454 3311 or just add your contact details here and we'll get back to you.