Legal Practice Intelligence (LPI) asked Rachel Williams, CEO of Zaliet the law firm website experts, what so many of us have always wanted to know about the keys to a successful law firm website. Rachel Williams generously provided answers to LPI’s questions. 

Rachel Williams, CEO of Zaliet 
Interviewed by Legal Practice Intelligence (LPI)

LPI: Is there such a thing as having too much content on a law firm website?

 No. Provided the content is high-quality and relevant to visitors, it is better to have a lot of content rather than less. Regularly updated content that is keyword-rich improves a website’s discoverability because search engines like Google prioritise websites with fresh, high quality content.

LPI: Which are the two or three most important sections on a website?

 The most important sections on a website are contact details, and written and visual content.

Contact details are important but there are right ways and wrong ways to provide them. Posting an email or a phone number without any context will not be effective. Contact details should be available on every page of your website and they should be contextualised – that is, you should explain to the prospective client what you want them to do (for example, get in touch with you for a free initial consultation). Having multiple contact options works best: email, phone, fax, online contact form and online chat, for example.

Written content is your website text. It should tell prospects in concise, appealing terms who you are, what you do and why they should trust you enough to pay for your services. You may also have your value-added content. This is free content that is informative or somehow addresses a visitor’s needs. This could include articles, glossaries or a blog where you might give solutions to common legal problems or answer commonly asked questions, as an example. The point is that you are giving prospective clients something valuable. It’s a great way to foster goodwill and it helps persuade them of your competence and knowledge.

Visual content is your imagery, and it’s very important in improving your discoverability, as well as encouraging visitors to stay at your site for longer. Websites with images get more views than pages without.

Again, there are right and wrong ways to go about this. Personalised and professional imagery is always best. Avoid stock photography that comes off as cliché, fake or worse, is also being used by your competitors.

If you’re interested in a deeper analysis of the most important elements for a law firm website and how you can implement it in your own, read our whitepaper here: 

LPI: What type of profile photos are most effective?

 Profile photos of lawyers rigidly seated in front of bookshelves are a thing of the past. You want to create an authentic, engaging image that still looks clean and professional. Profile photos are a chance to convey your personality and your competence. It should also make you look approachable to prospective clients.

If you have several lawyers in your firm, you can use varied poses to create diversity in the images, but be sure to keep a common thread throughout. It’s worth investing in professional photography for your firm – it really does make a difference in the way visitors to your website perceive you.

LPI: What kind of information do you recommend in a lawyer’s bio?

 For SEO purposes, we suggest the content focus on the area of law that lawyer specialises in and the locality they practice in. This way, when consumers search for related keywords, their bio will appear in search results. Ensuring the content is personalised will help set the lawyer apart from others.

LPI: Should non-lawyer team members also have profiles on a webpage?

 Yes. Clients will probably be having a lot of contact with support staff, so it’s important to include them. This means a photo, experience and details of their role. It goes a long way to making the firm more approachable, and it’s a good morale-booster for non-legal team members who deserve to have their contributions recognised. 

LPI: What personalisation options are available for a Zaliet website to avoid every firm having the same-looking site?

 Our objective is to help law firms prosper and attract new clients, so distinctiveness is important to us. Each Zaliet website is designed to reflect the unique personality of its law firm. We ensure variety in logo, colour palette, imagery, content and buttons, as well as a range of plug-ins and partner add-ons.

LPI: What is the ideal length for a “content article”?

 There is no definitive answer. Data does show that longer posts (over 2000 words) tend to rank better than shorter posts, but a higher word count itself doesn’t guarantee your article will be read. You risk turning your readers away if the article is not well written or the subject matter cannot sustain the longer word count. In a longer post you can include more keywords and cover more subject matter, but if the subject matter only requires 600 words, readers will know when an article is being unnecessarily extended.

When it comes to ideal length, it’s helpful to remember that readers will read what interests them, so only make your posts as long as they need to be, and try to include some keywords in the copy.

If you are opting for longer articles, a few elements can increase readability – structure the content with sub-headings, use bullet points if you can, and where appropriate, intersperse it with relevant and engaging images, infographics, or quotes.

LPI: What is the best way to gather email addresses from prospects?

 You have several options to gather email addresses. You might offer a download of an eBook or other content in exchange for an email address. Or you may create a mailing list for a regular newsletter. These are great ways to generate new leads while also giving something of value to the prospective client. You can also utilise online contact forms and online chat, both of which require the input of a prospect’s email address.

These are features Zaliet can integrate into any website.

LPI: Rachel, thank you so much for sharing this valuable information.