Does Your Website Give Potential Clients What They Want?
Quick Assess-Yourself-Checklist (2 minutes)
Law Society, SLA, Guardian and Citizens Advice websites advise people searching for and choosing a solicitor. In total, they list 10 issues that potential clients feel are important.
These are marketing clues you can make use of.
Your website has a vital job to do in attracting more enquiries.
Including answers to people's natural questions on your website will influence people's decision. They will be impressed and reassured by this evidence of your human and caring attitude, and will:
- be more likely to read the rest of your website more thoroughly
- be more likely to shortlist your firm
- and be more likely to email or phone you
Here is a way to gently differentiate your firm from your rivals.
In order of likely importance to clients – I can't find any proof of how often each is asked – here are the issues potential clients want reassurance on:
1. Specialism – do you clearly spell out your specialisms?
2. Disability – do you show suitable facilities for wheelchair users and others?
3. Gender – do you describe a choice of gender in all departments?
4. Language – do you list competent speakers of minority languages?
5. Religion – do you describe your staff or advocates from a range of religions?
6. Origins – do you list your range of cultural backgrounds?
7. Sympathy – do you show your staff caring about client's personal feelings?
8. Price – do you show your prices and payment method options?
9. Legal Aid – do you explain financial help for people on fixed incomes etc.
10. Location – do you relate your location to local factors – eg bus routes?
These issues are all about the human situation and very little to do with the professional task.
If people cannot find answers to these questions, they are likely to abandon that website and check a competing one.
I hope this helps you in planning your website update.