Tela gives advice on how to increase levels of client interaction on your law firm’s website
Increasing levels of client interaction on your law firm’s website can be a difficult thing to achieve. Low levels of interaction will generally mean that your website’s bounce rate will be very high. Common reasons for high bounce rates include a lack of structure and not having enough content on your website to progress a visitor's journey.
The following points can be worked into your website content, structure and page designs to help encourage more interaction, whether that means clients clicking through to view more content or increasing communication by visitors instigating contact.
Calls to action
Every good website design should display clear calls to action (CTA). These are features that push users towards the content you want them to see, or an action you want them to take. A good CTA has the potential to increase levels of communication with visitors through, for example, email sign-ups.
For law firm’s in particular, it will be useful to clearly display CTA’s that encourage visitors to contact a lawyer. Displaying a single point of contact alongside a photo and direct contact details can make the process of getting in touch much more transparent.
CTA’s should be thought about strategically and must be considered when user journeys are being defined in order to incorporate them in key areas of the website without becoming too intrusive.
An easy way to encourage higher levels of interaction with your law firm’s website is by creating clear, transparent content. Often it can be all too easy to fall into the trap of overusing legal jargon or ‘in-house’ terminology. This will generally affect the website usability and user journey negatively as it may not always be clear which route someone needs to take to access the information they want to find.
Keeping content, labels and CTA’s as transparent as possible will result in a better user experience and higher levels of interaction.
If there are larger or more complex areas of content that are using terminology or processes that could appear confusing to the user, it is worth considering new ways in which the content could be presented.
As an example, interactive infographics are a great way of displaying data heavy or text heavy content, as it can make the information much more digestible for the reader. It also means that the content can be presented in a way that makes it easier to understand.
A live chat facility on your law firm’s website can give potential clients the opportunity to have any questions they may have answered instantly. Law firm’s also have an opportunity to make a good first impression by responding to contact requests quickly.
It is a really convenient way for people to get in touch and it can potentially increase the number of conversions your law firm’s achieves from its website users as there is potential to instigate communication with someone looking to immediately hire a lawyer.
Your law firm’s social links should appear as share buttons at the bottom of all your content to make it easier for your website users to pass on. Sharing content through social media allows visitors to promote your content while increasing your website traffic and the amount of interaction pages achieve. This works especially well with high quality or valuable content assets that have a higher chance of being shared by users.
For clients to be able to access the information they want quickly, the user journey needs to be fully optimised. Website users expect information almost instantaneously. If a user is not able to find the content they are looking for easily, they will leave and find the information elsewhere.
Tela has developed a feature that allows the content on a law firm’s website to adapt depending on a user’s journey. Offering a more tailored approach to how content can be viewed allows users to view content more specific to their needs. This increases the likelihood of someone finding the content they require and instigating communication.