Building a Law Firm Website for Recommendation Validation: What You Need to Know | Omnizant

If your law firm receives business primarily through referrals, lead generation is probably not a priority for you when it comes to online marketing. However, a website is still important – and there are unique considerations when designing a website for benchmark validation.

References are so special. You’ve already done someone a good favor and they referred you to a friend. Now, this reference simply seeks to confirm that you are, in fact, reliable and professional. Sounds easy, but convincing a referral to take the next step can be surprisingly difficult!

To help you get the most out of your referrals, here’s five things you need to know about referral validation websites including whether you should pay for SEO and which web pages are most critical according to potential customers.

You don’t need an expensive SEO plan

SEO is useful for targeting organic searchers, but not really necessary for referral validation websites. In fact, you don’t even have to rank on the first page of Google for legislation-related keywords. None of this matters if your website’s primary focus is benchmark validation.

Since references will usually look for directly for your name or the name of your company ask your website developer to help you with your brand visibility so that anyone searching for that specific phrase finds your site in the foreground.

Lawyer profiles matter a lot more than you think

Lawyer profiles are the most visited pages of your site after the home page. Invest in your lawyer profiles! The text and photos on this page are especially important if you are being reference checked for the first time.

Your lawyer profile is a chance to gain or lose someone’s trust. Don’t miss the opportunity!

If you haven’t had a professional photo taken in a few years, set aside some time. It’s also worth hiring a writer who specializes in writing attorney profiles to effectively convey the experience and professionalism of your team to you.

Clear FAQs build trust and save you time

References usually have similar questions about what to expect from working with you. Anticipate their questions and create a Frequently Asked Questions page that addresses what referrals ask you most often.

Your FAQ page can help you build trust by demonstrating familiarity with common concerns. As a bonus, a comprehensive FAQ page can help reduce the number of requests your admin team has to deal with.

Make contact easier

Include a Contact Us form, chatbot, and phone number on every page. Don’t make someone look for a way to reach you, it only takes a split second of frustration to lose someone’s business.

To seal the deal, set clear communication expectations. If someone submits a form, how long before they hear from you? If they initiate a conversation on the weekend, when will someone respond? Setting expectations can reduce anxiety and create a better first impression.

Think long term for best results

Even if you don’t publish weekly blog posts or try to improve your site’s organic rankings, websites should never be united.

References expect up-to-date, high-performance and valuable content. So make sure you have a long-term strategy for your referral validation website. Schedule semi-annual reviews with your developer to keep the website running smoothly.

Review and next steps

When a friend tells you about a new Italian restaurant in town, you google it. Potential clients who are referred to your office will likely do the same.

The smartest approach to referral validation sites is to nail down a few key features (FAQ page, lawyer profiles, contact options) and avoid unnecessary services (expensive SEO).

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