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In this article I’m going to take you through the different ways visitors flow through your law firm website.

You may have noticed which web pages your visitors look at. If not, log into your Google Analytics account you can find lots of detail about this is under “Behaviour” > “Behaviour Flow” or “Site Content”.

Looking at the results you will see how importance content is because it shapes how your potential clients flow through your law firm website. It will ultimately help you nurture future leads.

Broadly speaking what you are looking at is the intent of your website visitors. The content they look at reveals what stage they are at their buying process. Understanding this is really important because it will inform you of the types of content you need and how your users want to browse through your website. 

Your potential clients will flow through your website based on their intent – the two main intents are to research or to make an enquiry. You need to make sure you have both these intents in mind with the content you provide and your messaging is spot on for both.

Here are three sample ways visitors flow through your website.

This process will help you see your potential clients touch points. It will reveal how you could improve the flow from all channels to and through your website. It will help you create achievable goals for you and your visitors. 

Understanding your touch points brings together an understanding of who your potential clients are and your law firm offering. It lets you see the big picture and reveals opportunities and provides a better overall experience.

Each touch point should be well considered and relevant which creates a positive experience. Everything you do should be designed from a client’s perspective that’s relevant for delivering what they are looking for.

If you are unsure how your visitors to flow through your website, this may help you. 

Here are three scenarios how potential clients flow through your website.

1. The Search Engine Question

In this scenario the potential client has a question based on a problem they are trying to solve or type of law firm they are looking for – it’s unlikely they know your law firm at this stage. 

Sample search questions:

• “How long does divorce take?”
• “Best law firms near me?”
• “Best criminal lawyer?”

2. Direct, that’s someone who already knows your website address 

In this scenario the potential client has completed their research, had their questions answered and has intent to convert and make an enquiry - they are likely to already know your law firm. 

3. Pay Per Click online advertising – PPC

In this scenario the visitor has intent to convert because your online ad’s will only be displayed based on their keywords and their intent.

How to identify what content your visitors need

When designing the best possible visitor flow for your website, you need to understand your visitors; 

• What problem are they trying to solve?
• What information do they need to convert into a client?
• What questions do they have?
• What are their fears or hesitations?

The best way forward is not to guess the answer these questions - simply listen to your potential clients and learn about them and their needs.

Provide the right content at the right time

For your potential clients to convert through your website you must give them the information they need just when they need it. They will take action when they find content they are looking for - so don't sell to them too soon, they will take an action when they get what they came for. 

Your potential clients are looking to solve their problem or get answers to their questions, optimise content with that in mind, here are a few other things to consider;

• Provide clear, benefit oriented statements.
• Provide a clear value proposition.
• Explain how what you provide is useful and how it works on each stage.
• Back up your claims with social proof.
• Minimise friction on online forms - ask for the minimum amount of information.
• Create clear calls to action that help solve their problems.

In summary

Broadly speaking you need to provide at least two routes that allows your potential clients to solve a problem they have, or at least show your expertise in those areas and provide clear calls to action to your enquiry forms – that way you will improve conversions through your law firm website. 

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WEB invites you to take the Online Marketing Law Firm Benchmark

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: 

1. What method has been most effective in picking up new clients online.
2. How many enquires a successful law firm websites produces.
3. Marketing tools or technology you couldn’t live without.

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.