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Drive In More Leads

    Picture of Mike Rand
    By Mike Rand in October, 2016 | 4 minute read

    Lead Generation - Legal - Web Design

    5 Ways to Build Trust with Visitors to Your Lawyer Website

    When a potential client visits your website, you want them to recognize your talent and authority immediately. Place trust-building elements like association badges and testimonials where they can be seen easily. Provide easy access to a free consultation with a call-to-action.


    Your lawyer website may be one of the first impressions anyone gets of your practice. To make your website work for your law firm, you need to focus on two areas: traffic and conversions. There are plenty of ways to get more traffic. This post will cover an aspect of website conversions. To convert more visitors, you need to build trust.

    Your first concentration should be the design and layout of your website. Once a visitor arrives, they will either stay or leave depending on what they see. In one study, 94% of participants who abandoned a website said it was because of poor design. Consequently, if users find your site easy to navigate and pleasing to look at, there is a better chance they will stay and convert.

    Here are 5 other ways to build trust with website visitors:

    1. Association Badges and Personal Profiles

    Indicate which associations you belong to on your lawyer website to build legitimacy and trust. Not only do they add to your image content, they prove to your visitor that you are a certifiable source of legal expertise. Most associations make it easy to include these badges with simple scripts of code that are easy to copy and paste.

    Don’t hesitate to show them off to your potential clients. If you've earned any awards, don't be shy about them, either.

    Transparency is an excellent way to build trust. Include links to the personal profiles of your staff to show that your firm is staffed by real people. This allows potential clients to get a glimpse of who they will be working with should they hire you.

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    It's also a chance for you to show off any accolades that your team has achieved and to showcase any specialties that they might possess. In addition to hosting these profiles on your website, you can include links to your team’s social media profiles.

    It's also a chance for you to show off any accolades your team members have achieved. You can even showcase their specialties. In addition to hosting these profiles on your website, include links to your team’s LinkedIn profiles.

    In addition to publishing thorough and reliable contact information, Personal Profiles are the second best method for building trust on your website, according to Hubspot.

    2. Links From Lawyer Directories

    Lawyer directories like Avvo, Nolo, and others can help you get noticed by potential clients and provide valuable links to your website. Before adding your firm to a directory, determine whether or not the site is reputable and has a decent level of PR. Do some research and find out which directories your competitors use and post a profile on each of them with a link to your website.

    When a link to your lawyer website appears on any other reputable site, it adds to your credibility and to the level of trust of your potential clients. There are additional benefits; referrals from reputable websites will increase your presence in search engines and drive even more traffic to your website.

    3. Social Media Backlinking

    When attempting to build trust in through blogging and posts to social media, consistency is paramount. Marketers who prioritize blogging are 13 times more likely to achieve a positive ROI for their efforts than those who don’t.

    Maintaining a blog either onsite or offsite is a good idea. However, don’t forget to post to social media platforms consistently as well. Include links to your lawyer website to increase traffic. Again, referrals from reputable social networking sites can be a great service to your website’s health while also building trust in your law firm.

    4. Reviews and Testimonials

    According to HubSpot research, client reviews and testimonials are the 4th most important trust factor for your lawyer website. Reviews and testimonials can't be purchased or manufactured. You have no direct control over reviews that appear on third-party websites, but you can respond to them. If you get a lot of favorable reviews, claim your business on these third-party sites. You'll get another inbound link to your own website.

    If you need testimonials, just ask your clients. Be clear that their words will appear on your website. If your testimonial is a direct quote, label it as such. This can only add to its credibility. Include the name of the individual who made the testimonial if you can. Otherwise, include a first name and last initial to lend the statement authenticity.

    5. Offer Free Consultations

    If you have the time, consider free testimonials. The very presence of a free consultation form on your lawyer website will build trust with visitors. However, if your visitors fill out that form and request a consultation, you must ready to deliver.

    This option depends on the size of your practice and your available time. There are some ways to protect yourself against missed and unfruitful meetings. Calling them something other than “consultations” might help you attract more serious clients, for example. You can also use live chat or an answering service to triage your queries.

    Build Trust with Your Lawyer Website

    In many cases, your website is the face of your law practice. Make sure your face looks trustworthy by following these five methods for building trust in your website.

    One last thing to consider: Optimize your website for mobile viewing. There has been a 400% increase in mobile internet users over in just under a 10-year period; more and more people are searching and shopping on a mobile device.

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