I am proud of the Darlingtons web presence and glad that we have embraced the internet to such an extent, I believe, which sets us apart from many other law firms of our size.
In our firm, we found that, almost as soon as we really started prioritising our site, more than 5 years ago, it became clear very quickly that prospective and existing clients were reading our content and making decisions based on it. People could see how we approach legal advice in a practical, plain English way, which in turn I believe demonstrates our experience and confidence.
However, the web never stands still, and in fact moves faster than any other form of media or communication in history. The challenge is to understand this and move forward, and that’s why we have been working hard on content hubs.
What are content hubs and why are they important for law websites ?
In my experience, a year or 2 ago, if a prospective client was searching for a lawyer or legal information (many visitors to legal websites don’t buy on a first visit and some may come back months later – that’s a topic for a separate blogpost in itself !) which may lead to a buying decision i.e to an instruction, they would be content to land on a suitable page, say a page about commercial leases as an example. If they like the look and feel of the site, the page seemed to be well written, it indicates the firm deals with that kind of work, and perhaps the firm is suitable size and location wise, this would lead to contact.
However, as the web moves on, the sophistication of search moves on apace as well. Increasingly, potential and existing clients have carefully looked into a subject, a firm, and a lawyer before they consider instructing. Clients now know a lot more law, which means genuine experience and expertise are far more important. the client is looking for demonstrable depth of knowledge and experience.
The way to achieve the above is to have not a single page about an area of law or topic, but a number of pages – when you reach the first page, as a visitor, or landing page in online marketing speak, you can clearly see other additional content, written by the same team or preferably person, so you can satisfy yourself further that this lawyer really does not what he or she is talking about.
Another big change we are noticing, even for law, is a trend towards visual content – lawyers have been slow to adopt this, but it;’s only going ti become more important – clients want to be able to see and hear you, to make a decision about you as a person as well as know that you know what you are talking about.
Haven't found what you need yet?
Why not search the whole site?